Evaluating Bloemfontein’s image as a tourist destination: A tour operator’s perspective

Tour operators have been identified as vital information sources influencing the images and decision-making processes of tourists. Bloemfontein is situated in Central South Africa. Tourism marketers believe that the city is an ideal stopover destination for national tour operators en route to other destinations. Research was conducted among national tour operators in Johannesburg, Durban and Cape Town to determine their perceptions of Bloemfontein and whether they regard the city as a tourist or stopover destination. The research indicates that the city is not regarded as a tourist destination, but is seen as an ideal stopover destination which could be included in future tour itineraries. It is currently excluded because operators are unfamiliar with the tourism offering(s) of Bloemfontein due to insufficient marketing by the tourism officials of the city.

Abstract licence: CC BY

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