| Summary: | Thesis (MTech (Marketing Management))--Cape Peninsula University of Technology, 2008 === Resident within the context of tourism marketing, this research, following a proposal that marketing the
Western Cape Wine Routes, as a destination component, may enrich and strengthen the image and
competition of South Africa as a tourist destination in China, has focused on the psychological behaviour
of Chinese tourists and their demographic profiles in respect of the Western Cape Wine Routes. Within
this research, a mixed research design was adapted, after layered literature studies that comprised
tourism and marketing, consumer [tourist] behaviour and wine tourism, while fieldwork involved both
qualitative and quantitative approaches, which covered both experienced and non-experienced Chinese
tourists with regard to the Western Cape Wine Routes.
During the research fieldwork, a tourist investigation included a set of mini-group interviews and an
intercept survey [comprising 275 samples], which provided an understanding of Chinese tourists in
respect of the Western Cape Wine Routes, as well as South Africa and Cape Town, by both underlying
and broad data. As a result of this research, a blueprint to market the Western Cape Wine Routes as a
destination component in China, in the form of a formulated framework, some business
recommendations at a strategic level, are represented, which include strategic marketing directions,
Chinese tourist market analysis, evaluation of current competition, SWOT analysis, strategic objectives
and corresponding strategies in the form of the 8Ps of the tourism marketing mix, as well as major
complementary strategic resources. Finally, within an academic perspective, future studies are also
suggested.
Key words: Chinese tourists, South Africa, strategic marketing, tourism, Western Cape, wine tourism,
wine routes and wine tourists.
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