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

Olwethu Mhlauli, I. Ezeuduji
{"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}
引用次数: 0

摘要

本研究评估了现有的营销策略在邓迪七月农村赛马活动(在uMzinyathi区直辖市,夸祖鲁-纳塔尔省,南非)在旅游地图上的定位所起的作用,无论是在省内,还是在整个南非。本研究采用探索性质的研究方法,采用有目的的半结构化访谈收集数据进行分析;因此,其结果并不是决定性的。还需要在更大的范围内从当前和未来的与会者收集定量数据,以验证研究结果并模拟客户期望(客户导向)。然而,本研究的探索性发现表明,目前的营销策略和工具并没有有效地促进这一事件吸引更多的观众和参与者。作为一种可行的解决方案,本文提出了切实可行的建议,强调条件,新的营销策略以及传统和数字营销工具的正确结合,以吸引临界数量的与会者参加该活动。重点还放在利用适当的营销组合来定位这一事件的最佳方式上。体验设置必须与该活动的原始乡村性质保持一致,以优化其真实性。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
查看原文
分享 分享
微信好友 朋友圈 QQ好友 复制链接
本刊更多论文
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.
求助全文
通过发布文献求助,成功后即可免费获取论文全文。 去求助
来源期刊
African Journal of Hospitality, Tourism and Leisure
African Journal of Hospitality, Tourism and Leisure Social Sciences-Geography, Planning and Development
CiteScore
2.70
自引率
0.00%
发文量
21
审稿时长
8 weeks
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.
期刊最新文献
History of blue voyage The influence of social media influencers on consumers’ decision making of restaurant choice ANALYSIS of the WEBSITE of HOTELS with SUSTAINABLE TOURISM CERTIFICATE : The CASE of TÜRKİYE THE INFLUENCE OF GOOD GOVERNANCE ON THE TOURISM SECTOR: THE CASE OF SOUTH AFRICA COMPARATIVE EVALUATION OF TOURISM RESOURCES AND YOUNG ENTREPRENEURIAL POTENTIAL OF CORDOBA, ESKİŞEHİR, AND TREVISO
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
现在去查看 取消
×
提示
确定
0
微信
客服QQ
Book学术公众号 扫码关注我们
反馈
×
意见反馈
请填写您的意见或建议
请填写您的手机或邮箱
已复制链接
已复制链接
快去分享给好友吧!
我知道了
×
扫码分享
扫码分享
Book学术官方微信
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术
文献互助 智能选刊 最新文献 互助须知 联系我们:info@booksci.cn
Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。
Copyright © 2023 Book学术 All rights reserved.
ghs 京公网安备 11010802042870号 京ICP备2023020795号-1