Original Research

Segmenting the Latin American travel market to South Africa

Martinette Kruger, M. Z. Snyman
Acta Commercii | Vol 17, No 1 | a394 | DOI: https://doi.org/10.4102/ac.v17i1.394 | © 2017 Martinette Kruger, M. Z. Snyman | This work is licensed under CC Attribution 4.0
Submitted: 20 April 2016 | Published: 30 March 2017

About the author(s)

Martinette Kruger, Tourism Research in Economic Environs and Society, North-West University, South Africa
M. Z. Snyman, Tourism Research in Economic Environs and Society, North-West University, South Africa


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Abstract

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.

Keywords

market segmentation; travel motives; Latin America; South Africa

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