{"title":"当旅游活动变得质朴:营销夸祖鲁-纳塔尔省的农村赛马活动","authors":"Olwethu Mhlauli, I. Ezeuduji","doi":"10.46222/ajhtl.19770720.218","DOIUrl":null,"url":null,"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.","PeriodicalId":37588,"journal":{"name":"African Journal of Hospitality, Tourism and Leisure","volume":" ","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2022-02-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"When Tourism Event Goes Rustic: Marketing a Rural Horse Racing Event in KwaZulu-Natal\",\"authors\":\"Olwethu Mhlauli, I. Ezeuduji\",\"doi\":\"10.46222/ajhtl.19770720.218\",\"DOIUrl\":null,\"url\":null,\"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.\",\"PeriodicalId\":37588,\"journal\":{\"name\":\"African Journal of Hospitality, Tourism and Leisure\",\"volume\":\" \",\"pages\":\"\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2022-02-28\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"African Journal of Hospitality, Tourism and Leisure\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.46222/ajhtl.19770720.218\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"Social Sciences\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"African Journal of Hospitality, Tourism and Leisure","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.46222/ajhtl.19770720.218","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"Social Sciences","Score":null,"Total":0}
When Tourism Event Goes Rustic: Marketing a Rural Horse Racing Event in KwaZulu-Natal
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.
期刊介绍:
AJHTL is a proudly African, independent, privately owned multidisciplinary peer-reviewed journal, not aligned to any institution which is published quarterly. We encourage academic debate and are fully electronic and dedicated to increasing the depth of research across a range of related disciplines with the primary objective of promoting research. New researchers are especially welcome to submit articles to us for consideration. Our articles are read by scholars, students and industry globally. Only authors may submit a paper for review and only original research is considered for publication. Articles that have been either published elsewhere or which are currently considered for publication elsewhere, must not be submitted for reviewing. A journal publication might take from about one month up to one nine months to appear. The reviewing process is competitive with less than 69% of papers considered finally being accepted for publication. Authors must be certain that their paper meets the academic standards of rigorous scholarly research. Authors must have reviewed and cited the critical and recent English references that relate to the research paper. Where other language references are used these must be translated. Articles must be English language edited by authors prior to submission to the journal.