When Tourism Event Goes Rustic: Marketing a Rural Horse Racing Event in KwaZulu-Natal

Abstract

This study assessed the role played by the existing marketing strategies in terms of positioning Dundee July rural horse racing event (in uMzinyathi District Municipality, KwaZulu-Natal Province, South Africa) on the tourism map, both within the province, and in South Africa at large. This study adopted the exploratory qualitative research method using purposive semi-structured interviews to collect data for analyses; hence its results are not conclusive. There is a further need to collect quantitative data from current and prospective attendees, on a larger scale, to validate the study findings and model customer expectations (customer orientation). However, this study’s exploratory findings revealed that the current marketing strategies and tools are not effectively promoting this event to attract a larger number of spectators and participants. As a feasible solution, this paper puts forward practical recommendations, emphasising on conditions, new marketing strategies and the right combination of both traditional and digital marketing tools to attract a critical mass of attendees to this event. Emphasis was also made on the best way to utilise appropriate marketing mix to position this event. The experience-setting must align to the original rustic nature of this event to optimise its authenticity.