Destination South Africa: Analysis of destination awareness and image by international visitors

Abstract

International tourism is vital to South Africa’s economy and tourism industry. It accounts for 48% of the country’s tourism volume and 3% of GDP. It is important to establish the image that international visitors have of South Africa to safeguard the performance efficacy of the country’s tourism industry. This study shows the efforts that South Africa have made to build a Nation Brand and describes the impact it’s had on the perceptions of international visitors. The study population was international visitors to South Africa. Questionnaires were used to interview departing passengers at OR Tambo International Airport. Results indicated that the overall attractiveness of South Africa was positive. A majority indicated that they will return to South Africa.