Profiling and Examining Travel Patterns Pertaining to Domestic Tourism in Lesotho

Abstract

While some studies have examined aspects of tourism in Lesotho, there is limited research examining domestic tourist profiles and travel patterns, crucial to unlocking Lesotho’s domestic tourism potential. There is a need for such research to enable the development of appropriate tourism products and strategies. This study then critically examines results from a household survey that was undertaken in Lesotho to assess domestic tourists’ profiles, travel patterns, main motivations, and tourism products or services. Face-to-face interviews were conducted in 1 210 households across all administrative districts of Lesotho using a proportionate sampling approach. Within each District, a systematic sampling approach was adopted to minimise bias. Lesotho has several tourism products such as cultural and heritage sites, nature-based destinations and unique leisure experiences. Pre COVID-19 levels of domestic tourism and travel were relatively high. The study found that several socio-economic factors influence the willingness and ability of households to consume domestic tourism products. It is concluded that domestic tourism in Lesotho can be improved with better, more appropriate communication and marketing strategies, as well as an upgraded transport infrastructure and tourism services.

Keywords

• tourism
• tourist profiles
• lesotho
• household survey
• tourism destinations
• travel motivations