The Effectiveness of Marketing Strategies of Tour Operators in the Promotion of Small Tourism Enterprises in KwaZulu-Natal

Abstract

The aim of this study was to examine the effectiveness and efficacy of marketing strategies tour operators use for promotion of township tourism small enterprises in KZN province. This research utilized a quantitative approach to measure and analyse numerical results in the context of small tourism enterprises in KwaZulu Natal, South Africa Statistical tests such as correlation coefficient and regression analysis were conducted to establish the relationship between marketing strategies and tour operators' sales performance, as well as to examine the effectiveness of promotional strategies employed by tour operators for marketing and promoting township small tourism enterprises. The findings suggested that having a broad product line may not necessarily lead to improved sales performance. Efficient customer service had a significant positive effect on sales performance. Regression results were also presented for the influence on business growth in net profit performance. Focusing on customer needs and integrating activities for customer satisfaction had a non-significant or negative impact on sales performance. These findings provide insights into the importance of specific strategies for small tourism enterprises in achieving business growth in sales volume and net profit performance. Further research is recommended to explore the complex relationship between marketing strategies, customer satisfaction, and overall business performance in the context of small tourism enterprises.

Keywords

• tour operators
• marketing strategy
• small tourism enterprises
• performance
• township