This detailed textbook is the first to deal extensively with marketing in the South African tourism and hospitality industry, and provides comprehensive coverage of marketing theories for students.

This detailed textbook is the first to deal extensively with marketing in the South African tourism and hospitality industry, and provides comprehensive coverage of marketing theories for students.

This text is a comprehensive introduction to marketing in the tourism and hospitality industry written from a southern African perspective. It is aimed at students of university and technikon courses in marketing and tourism. This detailed, accessible textbook on the role of the marketer in southern Africa is presented in a clear and concise way, using real-life examples drawn from a range of southern African tourism and hospitality companies and destinations on all the key areas of marketing.

This is both a guide and tribute to the strange and surreal people, places and things that make South Africa great. The text presents an off-the-radar directory of idiosyncratic attractions for all those who have dreamt of jumping in their car and following a road less travelled.

South Africa is well positioned to capture an increasingly large share of the international travel and tourism market. This book provides an introduction to the marketing of travel strategy market segmentation, marketing research and marketing planning.