South Africa - The Tourism Destination*



Case Code : CLCB005
Publication date : 2005
Subject : Consumer Behavior
Industry : -
Length : 04 Pages
Price : Rs. 100

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Key words:

South African Tourism Organization, Eco-tourism, Sustainable development, Singita Group, Conde Nast, Mantis Collection, Shamwari Game Reserve, Born Free Foundation, Wilderness Foundation and Rural community development


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The caselet, South Africa: The Tourism Destination?, describes how organizations related to travel and tourism are trying to attract clientele of various segments to South Africa. The caselet explains how lodges and game reserves in the country are attracting tourists by customizing their product offerings. It also looks at the ways in which tourism earnings are helping to promote sustainable development among rural communities of South Africa.


The ways in which an organization can motivate potential consumers to try out their products
The need to classify the product offerings as per the needs of the consumer
The need to develop multiple sales propositions by providing the customer with a complete experience while using the product/service


The South African Tourism Organization along with individual eco-tourism outfits in South Africa undertook a promotional campaign to attract tourists to South Africa.

The campaign wanted to convey the message that the facilities offered by South African lodge operators were world class and they helped to create sustainable development in the country through promoting ecotourism...

Questions for Discussion:
1. "It was a challenge for eco-lodges like Singita to bring in tourists with deep pockets." In which ways were the high-end travelers to South Africa different from the rest of the tourists?

2. "The eco-lodges were competing with the best tourist destinations in the world and were targeting a small and elite group of travelers." Discuss the ways in which the lodge owners marketed their offering to bring in the niche group of elite travelers.