The South African Tourism Planning Toolkit - Department of Tourism

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Visitor purpose (reason for travel)Average length of visitor stayTourism industry growth and contribution to GDPMarket segmentation reportsSuch general statistics for the country can be acquired quite easily and cheaply. However, yourorganisation may have to undertake similar studies within your area/region if none exist or areout-of-date. However, one should always do a cost-benefit analysis before undertakingresearch to determine how useful it will be.It is also recommended that research decisions have a backward focus. This means that theorganisation first looks at what kind of decision will be made based on the research, and then astudy is designed. Further, it should be taken into account what form of report the research willtake to best inform managerial decisions. The report form will suggest what analysis isrequired, which will inform the design of the study.5.11.3 BrandingBranding is the management of the associations that consumers have with your product,service or organisation. It is all the information people have to draw on when deciding howvaluable your product, service or organisation is. Changing these associations will change thebehaviour of people to better suite your brand.Branding, therefore, concerns every point where a potential or existing consumer comes intocontact with anything to do with the brand. This may take the form of advertising, word-ofmouth,competitor communications, calls into your organisation, public relations or independentcommunications such as newspaper articles.Branding, through the eyes of a government organisation is a two-way education in market andinternal communications. Here is a step-by-step explanation:i) The organisation uses feedback from the consumer (market research) to develop aproduct/service offering/organisation brandii) The organisation then sets out to inform the market about the brand. This takes theform of internal communication (with staff) and external communication (toconsumers). We must also take note of what our competitors are communicating, asconsumers use this communication to compare similar brand offerings.iii) Consumers use these communications to make brand associations and developtheir Favourability towards the brand. This would set the strength and uniqueness ofthe brand within their minds.iv)If the brand is something unique or one that they can strongly identify with, they willform an emotional attachment to the message.v) If the emotional attachment is strong enough, the consumer will choose toexperience the brand (buying the product, using the service, or supporting anorganisation). This experience will change the attitude they have regarding thebrand, which will add or detract from brand value depending on whether theexperience was better or worse than previous communications. Of course, if theexperience was exactly the same compared to expectations brand value remainsthe same.vi)The better the brand value, the more likely consumers will form brand loyalty. This isinevitably what the organisation wants. Loyal consumers are more likely to repeatpurchasing from the brand and are easier to convince about new service offeringsfrom the same brand. They are also more likely to spread good reports of the brandto potential consumers.72
vii)This consumer reaction is, once again, recorded by the organisation and used asfeedback to modify the existing service or new service offerings to better suit orsurpass consumer expectations.5.11.4 Product DevelopmentDeveloping new tourism products or redesigning existing ones must be done with yourbranding and consumer orientation in mind. Every tourism product is made up of three factors:Figure 10: Three Factors of Tourism ProductsVisitors will expect certain things regarding each classification of tourism products (wildlifeparks, water-based attractions, retail, sport events, etc – see Mapping Tourism Resources).Government and the private sector must work together to ensure that these tourism produuctsfulfil or suppass consumer expectations. Keep in mind that these expectations are also formedthrough camparisons between your products and competitor products.This model of product development suggests the following actions: To define visitor needs and wants and to create new products, research must beundertaken, specifically visitor satisfaction surveys and competitor analysis. Research must be undertaken to spot gaps and trends in the market, where new andexciting products would find a profitable audience. Existing tourism products that promote unique experiences and create greater culturalbonds (such as community-based or cultural tourism products) should be encouragedand promoted Education must be provided to the local tourism industry regarding product developmentand the specific strategic direction and branding values the local tourism departmentwould like to promote. SMMEs and communities can be encouraged to produce such products. The creation of new and unique tourism products must be encouraged and nichemarkets catered for. Tourism infrastructure, such as accommodation and transport facilities must bemeasured against this full tourism product definition. Undertake monitoring measures to ensure this quality and spirit is upheld into the future73
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The South AfricanTourism PlanningTo
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6. CAPACITY BUILDING TOOLKIT ......
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The tourism toolkit for local gover
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A New Way of Planning for TourismIn
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Social/Cultural EnvironmentProtects
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1.6 Purpose of the Tourism Planning
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development plans for water service
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Assist in training - in building lo
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Page 22 and 23: The model can be used to check the
Page 24 and 25: This toolbox answers the following
Page 26 and 27: Toolbox ResourcesThe table below he
Page 28 and 29: Furthermore, a number of South Afri
Page 30 and 31: Local government also controls the
Page 32 and 33: Two 7-day studies should be done du
Page 34 and 35: 4.4 NATURAL ASSETS MANAGEMENT TOOLB
Page 36 and 37: A. Portfolio ModelWork from ground
Page 38 and 39: People do not want to visit unattra
Page 40 and 41: 60% to 80%.........................
Page 42 and 43: oversupply in the product range and
Page 44 and 45: For further information you can ref
Page 46 and 47: 4.8.2 Benefits of This ToolboxCommu
Page 48 and 49: Individuals - people interested in
Page 50 and 51: There should be an establishment of
Page 52 and 53: The South AfricanTourism PlanningTo
Page 54 and 55: 5.4.1 Delivery orientationA major c
Page 56 and 57: 5.5 Toolbox 3: Why Is There A Need
Page 58 and 59: involved in the planning process. Y
Page 60 and 61: environment, communities, etc) in t
Page 62 and 63: Questions you may ask when furnishi
Page 64 and 65: 5.8 Toolbox 6: What model should be
Page 66 and 67: This is just an example. You should
Page 68 and 69: Visitors: At least 80% of all visit
Page 70 and 71: 5.10 Toolbox 8: Communication and c
Page 74 and 75: As a final note for product develop
Page 76 and 77: iii) Public RelationsPublic relatio
Page 78 and 79: Investment must be prioritised for
Page 80 and 81: f) Prioritisation of Infrastructure
Page 82 and 83: opportunities for business tourism.
Page 84 and 85: 2. Fragmentation and incoherence in
Page 86 and 87: support of this overall vision. The
Page 88 and 89: the sector as a whole if they are n
Page 90 and 91: Figure 12: Recommended Project Impl
Page 92 and 93: work in collaboration with both the
Page 94 and 95: Figure 14: Power/Interest Grid for
Page 96 and 97: Time BoundAligned3: Set Goals in Wr
Page 98 and 99: Is Mentoring Right for You? Even if
Page 100 and 101: The benefits of effective conflict
Page 102 and 103: Conflict in the workplace can be in
Page 104 and 105: Beckley, T.M., P.C. Boxall, L.K. Ju
Page 106 and 107: 5. Technology: Advancements in tech
Page 108 and 109: An EIA report for a tourism project
Page 110 and 111: http://www.researchandmarkets.com/r
Page 112 and 113: It helps to build commitment and su
Page 114 and 115: 9. Should priorities be changed to
Page 116 and 117: Things that spoilt the visitRange a
Page 118 and 119: EnvironmentImpact of events on the
Page 120 and 121: A Note About CelebrationBe sure to
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Project Analysis TemplateT.001Purpo
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Market Analysis TemplateT.002Purpos
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Project RisksNo Tasks CompletionDat
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2. Required DocumentationAll applic
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completed and accepted by the local
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6) MeetingsThe Partnership will mee
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3) In which suburb or area do you l
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Con3Con4b) Have you ever been conce
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. Have you ever changed your local
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Municipal Integrated Development Pl
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YesNo9. If so, in your opinion what
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FUTURE CONSULTATIONThe Council is i
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For the following table we want to
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If No what is the reason for your v
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Newspaper advertising -5Newspaper/m
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-1 -2 -3 -4 -5Availability of Uniqu
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13. Did you pre purchase your …
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4. Where are you staying ………
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If YES: How many others is the expe
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-1 -2 -3 -4 -5 -6Comment………
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Crime Prevention Dept. Internationa
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12. Is the water supply adequate an
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The South African Tourism Planning Toolkit - Department of Tourism

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