City Tourism Product Development and Marketing: The Case of the Provincial Capital city of Mahikeng

• Autorzy: Michael Chambwe , Lisebo Tseane-Gumbi , Walter Wessels

Warianty tytułu

Rozwój i marketing oferty produktów turystyki miejskiej w Mahikeng w RPA

• Języki publikacji: EN

Abstrakty

EN

This article explores the city tourism product composition of Mahikeng, the capital city of South Africa's North West Province. Its goal is twofold: to capture the industry's views on the city's current urban tourism product offering and to identify the necessary marketing activities for tourism development in Mahikeng. The study used quantitative data from an online survey involving 62 tourism businesses operating in Mahikeng. The results highlight a limited level of tourism product offerings, ineffective marketing activities, and the need to develop a more diverse city tourism product mix to ensure the success of Mahikeng as a tourist city. The authors recommend the development of a varied product mix and, through this, the implementation of marketing activities more suited to cities with a provincial status. (original abstract)

Artykuł przedstawia badanie dotyczące oferty turystyki miejskiej w Mahikeng, stolicy Prowincji Północno-Zachodniej w RPA. Celem badania było zebranie opinii przedstawicieli branży na temat aktualnej oferty produktów turystyki miejskiej i działań marketingowych, które, ich zdaniem, mogą pomóc w rozwoju turystyki w Mahikeng. Autorzy prezentują dane ilościowe zebrane za pomocą ankiety internetowej, na którą odpowiedziały 62 firmy z branży turystycznej, które działają w mieście. Wyniki świadczą o tym, że obecna oferta produktów turystycznych jest dość ograniczona, a działania marketingowe są mało skuteczne. Istnieje zatem potrzeba opracowania bardziej zróżnicowanego asortymentu produktów, aby Mahikeng mogło z powodzeniem odgrywać rolę ośrodka recepcji turystyki miejskiej. Konieczne jest również wdrożenie działań marketingowych, które w lepszym stopniu odpowiadają potrzebom miasta będącego stolicą prowincji. (abstrakt oryginalny)

Słowa kluczowe

EN

Urban tourism; Tourist product; Tourism marketing; Tourism development

PL

Turystyka miejska; Produkt turystyczny; Marketing turystyczny; Rozwój turystyki

• Czasopismo: Studia Periegetica
• Rocznik: 2023
• Numer: nr 4(44)
• Strony: 159--176

Twórcy

autor

Michael Chambwe

• North-West University, South Africa

autor

Lisebo Tseane-Gumbi

• North-West University, South Africa

autor

Walter Wessels

• North-West University, South Africa

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Identyfikatory

DOI

10.58683/sp.608