Decision factors for domestic package tours: Case study of a region in South Africa

Abstract

This article argues that perceived risk is an inhibitor for the emerging domestic market to develop a culture of going on holiday, which is necessary for the sustainable development of tourism in South Africa. Entrenching a culture of travel can be expedited through appropriate package tours in the same way as it stimulated domestic travel in former Eastern European societies. Packaged tours provide convenience, and both psychological and financial security in a single transaction which can be considered a surrogate for the benefit of risk avoidance when visiting friends and relatives. A survey was conducted in the most promising region, namely the province Gauteng, amongst the potential market to identify the importance of decision factors for domestic packaged tours. The most important perceived decision criteria were cancellation possibility, affordability, and safety whilst on tour and the three least important were radio promotion, train transport and proximity. The results may be used by the National Department of Tourism to promote domestic tourism, as well as by new and small tour operators to improve decision-making and render competition more knowledge-based. It would thus serve the needs of both tourist buyers and tourism sellers and contribute to sustainable development.