The image of South Africa among visiting Chinese tourists: implications for destination positioning and marketing strategy

Abstract

The image of a destination is built by a variety of influences, only some of which can be directly or indirectly attributed to the actions of destination marketing companies. This study proposes to identify, analyze and evaluate the factors that could impact positively and/or negatively on the image of South Africa as a tourist destination among tourists from China. The existing image of the destination among Chinese tourists to South Africa must be considered when South African Tourism organizations position South Africa as a tourist destination when developing marketing strategies for this target market. The study provides a brief examination of the South Africa tourism industry, with particular reference to the emergence of South Africa as a destination for tourists from China. The study seeks to identify current perceptions of South Africa’s image in this market. It also seek to demonstrate that although there are image selection initiatives in positioning the destination, the industry needs to undertake further consumer studies to identify those images that are most likely to stimulate travel by Chinese tourists to South Africa in general, and the Western Cape in particular.