Expert Journal of Marketing (Oct 2023)
Factors and Challenges Affecting the Tourism Sector: An In-Depth Analysis of Botswana’s Tourism
Abstract
The main objective of this study was to conduct an in-depth analysis of Botswana’s tourism, with the hopes to identify factors and challenges affecting the tourism sector in Botswana. This study utilised the interpretivism research philosophy. Data was collected through semi-structured interviews from 10 participants drawn from different segments of the tourism industry for a cross-section of perspectives. A thematic content analysis was employed to analyse the data. Results of the study revealed several factors and challenges with an impact on the tourism industry of Botswana. Chief among them includes Covid-19 (and pandemics); government policies (and regulations); economic climate and climate change. The study also revealed a number of challenges affecting the tourism sector of Botswana which includes lack of engagement within the tourism sector; limited participation of Batswana in the tourism sector; lack of skilled staff; overreliance on international tourists; lack of requisite infrastructure; limited tourism marketing; limited and inconsistent local supply of quality goods; government policies, restrictions and levies; and staff retention. The study recommended that the need for aggressive marketing and promotion, reskilling, enhancement of ICT infrastructure, improving stakeholder consultation and engagement within the sector and tourism product diversification as key enablers to enhance the tourism sector in Botswana.
