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Coastal Tourism Initiative, Durban, SA PDF Print E-mail
Written by Prof. Dr. Joachim Willms [Managing Director]   
[eThekwini, Durban, South Africa]

COASTAL TOURISM INITIATIVE -
MARKET SEGMENTATION AND PRODUCT IDENTIFICATION REPORT

INTRODUCTION
The market segmentation and product identification study is a succinct report consisting of the following steps:
1. Review of tourism market research completed to date relative to the eThekwini Coastline;
2. Identify and recommend appropriate target markets for eThekwini Coastal Tourism;
3. Identify and recommend key tourism product to be developed / improved along the eThekwini Coastline, for the identified target markets; and
4. Recommend indicative spatial locations of proposed product, bearing in mind
particularly eThekwini Municipality’s inner city regeneration objectives, for subsequent review and consideration.

The primary objective of this study is to provide the Coastal Tourism Strategic Team and respective Councillors with sufficient information to enable decisions to be taken regarding:
. Which domestic and foreign tourist market segments eThekwini Municipality should
be targeting;
. The value of these target markets in terms of tourism revenue that should be
focused on; and
. An indicative range and spatial location of products eThekwini will need to deliver in order to satisfy the demand of such market segments.

In particular it should be noted that the research used for this study has been extracted from earlier tourism research reports conducted over the past 3 years relevant to tourism for the eThekwini Coastline. Where possible such research has been updated to include more current tourism data, but with little or no additional primary research being undertaken. The principle source documents of research reviewed as part of this study are set out in Annexure A, which may be reviewed for further background information.

Full report [pdf]
 
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