Effectiveness of marketing strategies of tour operators in the promotion of small tourism enterprises in KwaZulu-Natal

Abstract

BACKGROUND AND AIM: Marketing strategies play a crucial role in the performance of tour operators and the visibility of small tourism enterprises. Despite their potential to drive local economic development, job creation, and poverty alleviation, small tourism enterprises in KwaZulu-Natal face challenges stemming from ineffective promotional efforts. Guided by the marketing mix framework and the push and pull theory, this study aimed to evaluate the effectiveness of marketing strategies employed by tour operators to promote township tourism enterprises in KwaZulu-Natal. METHODOLOGY: The spatial setting of this research was KwaZulu-Natal (KZN), South Africa. A descriptive research design was employed to achieve the objectives of the study. The target population comprised N=450 tour operators registered with Tourism KwaZulu-Natal (TKZN), and a sample size of n=212 was deemed appropriate for the study. Data were collected using structured questionnaires and were analyzed using the Statistical Package for the Social Sciences (SPSS) software, version 28, as the primary data analysis tool. RESULTS: The findings from the primary study reveal that the current promotional strategies are ineffective. There was a severe lack of digital platforms such as websites and other digital media for marketing, with telephones being the main tool used. CONCLUSION: The study makes a significant contribution by highlighting the need for enhanced marketing intelligence and the adoption of innovative strategies in the tourism sector. It recommends fostering positive social change through strategies that focus on sustainability, long-term profitable growth, brand equity, and competitive advantage to strengthen the domestic tourism sector in South Africa. RECOMMENDATIONS: Future research should explore the integration of emerging digital marketing technologies and examine collaborative strategies between tour operators and small tourism enterprises to enhance competitive positioning.