Abstract

KRUGER, Martinette  and  SNYMAN, W.Z.. Segmenting the Latin American travel market to South Africa. Acta Commer. [online]. 2017, vol.17, n.1, pp.1-18. ISSN 1684-1999.  http://dx.doi.org/10.4102/ac.v17i1.394.

ORIENTATION AND MOTIVE OF RESEARCH: Tourism growth to South Africa is in decline resulting in an emphasis shift to identify new markets to offset the slowdown in tourism growth. PURPOSE OF RESEARCH: This study identified viable target markets within the Latin America tourist market using market segmentation based on motivations to travel to South Africa. RESULTS AND FINDINGS: Four viable segments were identified that should be catered for and, based on the distinct characteristics of each market, marketing strategies are proposed. PRACTICAL IMPLICATIONS: This study makes a valuable contribution to the current tourism literature by expanding current knowledge of the profile and motives of a, to date, relatively unknown tourist market.

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