PERCEPTIONS OF CAPE METROPOLE RESIDENTS ON THE EFFECTIVENESS OF TOURISM MARKETING STRATEGIES OF THE WEST COAST REGION, OF THE WESTERN CAPE

Abstract

The research study focused on the effectiveness of tourism marketing strategies of the West Coast region of the Western Cape among the residents of the Cape Metropole. The Cape West Coast is an untapped market which offers the visitor a diversity of travel experiences and destinations. It’s a unique region overflowing with contrast and beauty. The researcher’s main concern was to investigate the perceptions of the Cape Metropole residents in terms of discovering the level of effectiveness of the current marketing strategies employed by the West Coast, and whether it appeal to residents making it their holiday destination of choice. The researcher used a quantitative research approach to obtain the residents’ perceptions by distributing questionnaires. By using this instrument information was gathered to determine findings from the local Cape Metropole residents, and recommendations were made in order to improve upon the current tourism marketing strategies of the West Coast Region.