Public policy objectives shaping tourism : from China to South Africa.

Abstract

ABSTRACT The relationship between South Africa and China has grown in all areas including tourism since 1998. China is considered to be one of its core source tourism markets. However, a recent decline in arrivals from China means there is a need to understand the nature of South Africa as a tourist destination for Chinese. The aim of this study was to explore successes and challenges of the current South African tourism situation for the purpose of promoting South Africa in China. We conducted non-structured and semi-structured interviews with people involved in the industry; colleted data from South Africa Tourism surveys and reports; and then interpreted the results, using content analysis. We found five successful factors and seven challenges. The research identified crime and prices as areas of concern, about which we made some recommendations.