The tourism potential of Beaufort West: a study based on visitor demand

Figures & data

Table 1 Total annual domestic tourism expenditure

Number of annual domestic tourist trips to the Western Cape (1999)	4.7 million
Total average expenditure (1999)	R 3 580
Total annual domestic tourism expenditure	R 8.2 billion
Source: Department of Economic Affairs, Agriculture and Tourism (2002: 20).

Figure 1 The tourism product (Adapted from Keyser, 2002: 168)

Table 2 The objectives of destination marketing

Information provision	This is the prime objective of destination marketing and includes face to face information exchange and printed media, such as travel itineraries and traveller advice on accommodation and attractions
Portraying an image of the destination	The goal is to promote a destination in order to project its image to prospective visitors so that the offerings may become desirable to them. Marketers attempt to match the image of the destination to the requirements of the targeted market.
Amenity provision for locals	The marketer should also promote the amenities that are used by the local population. This increases the local income.
Increase pride in the destination	From a local perspective, increased visitation from outside visitors increase the pride local people have for their region.
Improve international ties	Through the promotion of tourism and the subsequent exchange of tourists, political and cultural links can be optimized, increased further tourism.
Promotion of attractions	An increase awareness of attractions is a key objective of destination marketing.
Source: George (2001, 293–294).

Figure 2 Cape Town as “Gateway” city and the incorporation of the “Gateway” concept in tourism strategies

Figure 3 Beaufort West Municipal Area (Source: SAExplorer, Demarcation Board)

Figure 4 Planned duration of stay

Table 3 Ratings of specific amenities

Specified type of amenity	Rating: satisfied and very satisfied combined
Refuelling	93.8%
Self Catering	86.6%
Bed and Breakfast	82.4%
Hotel	83.7%
Local Retailers	81.6%

Table 4 Statements of perception

Statement of perception	Percentage
Gateway to the Cape	32.4
Karoo Lamb Country	15.9
Heart of Silence	9.3
A Good night's rest of your journey	9
Experience our endless space	7.5
Your welcome in our province	6.2
A treasured lifestyle	5.9
Hunter's paradise	4.4
Fairest in the Cape	2.6
A Diamond in the rough	2.6
Where the sunsets are eternal	2.6
A Traditional Africa Experience	1.8
Not responded	0.8

Figure 5 Suggested “umbrella” branding of Beaufort West as Gateway

Table 5 Blockages and proposed remedial actions to increase access of poor to tourism oriented LED initiatives

Blockage	Proposed remedial action
Lack of knowledge	Mentoring programmes:Local government should identify suitable mentors which can provide workplace learning to potential candidates.
Poor human capital	Partnerships:Learner programmes can be initiated whereby disadvantaged individuals are exposed to the tourism industries by being employed in such businesses, or arrangements can be made whereby locally produced crafts are sold at eco-tourism business, hence exposing the products of crafters to a wider mark.
Non-existent support structures	Municipal referral systems:The municipality should develop database of support agencies for local entrepreneurs and project beneficiaries to access.Provincial extension offices should be placed on district level with strong linkages to the local authority.
A lack of training	Municipal referral systems:A variety of training programmes exists which can be accessed by local municipalities through community workersAccess to these programmes can be increased through the above mentioned extension offices and intergovernmental linkages with the local authority.
Lack of physical assets	Un-utilized government assets:The Local Authority and the Department of Public Works can make available un-utilized state assets (land and buildings) for projectsCredit access can be approved by strengthening links between entrepreneurs and lending institutions like the Development Bank (South Africa).

Figure 6 Tourism product model for Beaufort West

Department of Economic Affairs, Agriculture and Tourism (DEAAT) . 2002 . White Paper on sustainable tourism development and promotion in the Western Cape , Cape Town : DEAAT .

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Keyser , H . 2002 . Tourism development , Cape Town : Oxford University Press .

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George , R . 2001 . Marketing South African tourism and hospitality , Cape Town : Oxford University Press .

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