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

Abstract

Tourism is increasingly viewed as a key strategy for promoting local economic development. The integrated development planning (IDP) process of the Beaufort West municipality on the north-eastern border of the Western Cape identified tourism as a key to economic progress. Starting from this tourism-orientated approach to local economic development, a three-month survey of visitors examined the tourist potential of the town, a possible tourism product, and an approach to marketing the town as a destination. The findings suggested that Beaufort West should develop a ‘destination brand’, portraying the town as a ‘tourism gateway’ through which important sectors such as eco-tourism could be marketed. The profile of the survey participants revealed that tourist industries are not fully aware of their customer profile and should adjust their offerings to attract family visitors. The impact of the N1 route through town was also confirmed in the survey, which demonstrated that significant expenditure emanated from the high levels of traffic through the town.

1. Introduction

Post-apartheid South Africa has become increasingly conscious of local economic development as a response to poverty and poor economic performance (Rogerson, 2002a). At the same time tourism has become closely associated with local economic development (Nel, 2002; Rogerson, 2002b). ‘Tourism plays an increasingly important role in the economies of southern African countries, … is a major source of foreign exchange, income and employment, and is seen as having significant potential for contributing to economic growth in the region’ (Daneswar et al., 2002: 123). The South African government views tourism as ‘sturdy, effective and sustainable legs’ for the Reconstruction and Development Programme (RDP) to walk on (DEAT, 1996: 13).

Despite this favourable view of tourism as an important source of local economic development, tourism can only contribute significantly to employment creation and entrepreneurship development if the nature and location of the tourism project, the size and source of investment, the policy intentions accompanying the investment (if any), and the levels of support available to entrepreneurs, are favourable (Kirsten & Rogerson, 2002). Bennett (2001) adds another important variable: the demand for tourism products or offerings.

The responsibility for promoting or initiating actions to promote local economic development in South Africa is increasingly delegated to local government. This is evident from the Constitution (South Africa, 1996) and the Local Government: Municipal Systems Act (South Africa, 2000). This legislative mandate is to be incorporated and executed through the integrated development planning process (IDP), as prescribed in chapter five of the Local Government: Municipal Systems Act of 2002. Moreover, strategies for increasing tourism are often at the centre of local economic development programmes developed through integrated development planning. This is exemplified in the integrated development plans of both the Central Karoo district (PricewaterhouseCoopers, 2001) and the municipality of Beaufort West (Beaufort West Municipality, 2001).

As a result of their integrated development planning process the municipality of Beaufort West recommended that the town should be developed as a ‘tourism gateway’ in order to stimulate local economic development (Beaufort West Integrated Development Plan, 2001). This was supported at the provincial level in the Integrated Tourism Development Framework for the Western Cape (DEDT, 2001). The principal reason for this recommendation is the fact that approximately 15 000 vehicles move through the town every day. While the town was visualised as a ‘tourism gateway’, no research has been conducted to determine what this strategy should entail. This article makes a first evaluation of the tourism potential of Beaufort West.

The article is structured around the following themes:

	a brief description of the relationship between local economic development and tourism
	an examination of the theoretical framework of tourism products, destination marketing and branding
	an assessment of the tourism potential in Beaufort West, based on the surveyed perception of the town
	a proposed tourism product, based on the findings of the research

2. Tourism and local economic development

Local economic development concerns communities who are continually upgrading their business environments to improve their competitiveness, retain jobs and improve incomes (World Bank, 2003). Rogerson (2002b: 95) defines local economic development as a ‘process in which partnerships are established between local governments, the private sector and community-based groups in order to manage existing resources for job creation as well as the stimulation of local economies’. Local economic development initiatives can support small- and medium-sized businesses; attract investment from elsewhere within the country and internationally; and support the growth of particular clusters of businesses and investment in soft infrastructure (human resources, institutional support and regulatory systems) and hard, or physical, infrastructure (World Bank, 2003: 3).

Changes in consumer preferences, increasing wealth and mobility among locations have stimulated significant growth in service-based economic sectors (Nel, 2002). This has implications for local economic development, which aims to ‘diversify the local economic base into sectors other that those in which recent hardships have been experienced’ (Nel, 2002: 185). Some of the most notable successes have been found in the expansion of tourism (Nel, 2002).

Since the early 1980s ‘global economic restructuring has witnessed a spreading wave of interest and interventions concerning tourism and local economic development, particularly in North America and Western Europe’ (Rogerson, 2002b: 101). This became increasingly obvious during the 1990s when it could be confidently stated that tourism was ‘an essential part of the economic development strategies of the local state’ (Rogerson, 2002b: 101). This process continued and towards the close of the 1990s the first signs were evident that the wave of tourism-led promotion of economic development was spreading into Africa (Rogerson, 2002b).

If tourism, as part of the local economic development strategy, is to make a significant impact on the local community, it must do something to alleviate the plight of the poor. Pro-poor tourism aims to unlock tourism-related opportunities at all levels and scales of operations, including eco-tourism and community-based tourism initiatives (Binns, 2002), and should be at the core of any government activity related to tourism. However, it is often difficult to ensure the participation of the poor in practice. Rogerson (2002a) cites lack of knowledge, poor human capital, non-existent support structures, a lack of training and physical assets as the main constrains for tourism orientated local economic development initiatives to reach the poor.

Tourism has existed since at least 4000 BC, but mass tourism is a feature of the post-World War II period (Bennett, 2001). According to Thornton & Feinstein (2003), there were close to 5,2 million international tourist arrivals in South Africa during 2002. During 1999 global receipts from tourism were estimated at US$ 455 billion, 3,2 per cent above the level of US$ 441 billion in 1998 (DEAT, 2002). The economic potential of tourism has made the sector a source of growth in many countries.

In South Africa the tourism industry contributes a total of R53,2 billion, directly and indirectly, to the South African economy, and employs 7 per cent of the country's work force (DEAAT, 2002). Tourism contributes approximately 8,2 per cent to GDP. Between 1998 and 1999, the number of foreign tourists visiting South Africa increased by 6,4 per cent, to 8,2 million. This represented 30 per cent of the total number of international tourist arrivals in Africa (Thornton & Feinstein, 2003). Since that time tourism has increased significantly; the period from January to October 2002 showed an increase of 18 per cent in foreign tourism over the corresponding period of the previous year (Thornton & Feinstein, 2003).

Tourism in the Western Cape has strong domestic and foreign components. The Western Cape province is the second most popular destination for domestic overnight holiday trips, after KwaZulu Natal, and attracted approximately 22,8 per cent of all overnight domestic holiday trips over the period May 2000–April 2001 (Thornton & Feinstein, 2003). The province also enjoys the highest average expenditure (R687 per domestic tourist per trip) of all the provinces (Thornton & Feinstein, 2003). The White paper on Sustainable tourism development and promotion in the Western Cape (Department of Economic Affairs, Agriculture and Tourism, 2002) estimates that the contribution made by tourism to the Gross Regional Product of the province is approximately 13 per cent. Table 1 sets out annual domestic tourism expenditures in the Western Cape during 1999.

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).

Approximately 55 per cent of the domestic visitors to destinations in the Western Cape originate within the province (Thornton & Feinstein, 2003). Fewer domestic tourists from outside the province visit the Western Cape than a cursory reading of the figures might suggest. During early 2001 Cape Town was the main destination for all Western Cape trips (44,3 per cent), but holiday trips were concentrated on the Garden Route, which was the object of 66 per cent of all trips to the region (Thornton & Feinstein, 2003). In 2001 only 2,2 per cent of all trips to Western Cape destinations were to the Central Karoo district, in which Beaufort West is located; approximately half of these (49,5 per cent) were holiday-related (Thornton & Feinstein, 2003: 49).

Foreign tourism contributes significantly to the tourism industry in the Western Cape. The Western Cape is visited by approximately 52,6 per cent of all overseas travellers in South Africa, and 34,7 per cent of the total annual bed-nights sold to overseas tourists are in the Western Cape (DEAT, 2002).

3. Tourism products, marketing, branding and gateways: Theoretical perspectives

Tourism planning is central to tourism, as it organises ‘the future to achieve certain objectives’ (Keyser 2002: 388). Strategic tourism frameworks often form the core of tourism planning (Keyser, 2002: 388). Central to the development of any strategic tourism framework is the concept of tourism products. A tourism product can be defined as an ‘amalgamation of many components, the attractions of the destination, the facilities of the destination, and the accessibility of it’ combined with the ‘image of the destination’ (Bennett, 2001: 7). Two central themes emerge, the destination characteristic and the image of the destination. With regard to the destination component, George (2001) suggests that a destination is a complex concept, which consists of components referred to as the ‘destination mix’ (George, 2001: 290). These components are attractions (natural, built and cultural), accessibility (infrastructure, operations and government regulations), amenities (accommodation, restaurants, entertainment and retail) and ambience (friendliness, way of life, history and service levels). It is important to draw a clear distinction between attractions and accommodation, as these two concepts are closely associated. Bennett (2001: 8) states that ‘tourism attractions form the very basis of tourism’ and fulfil two basic functions; the attractions are strong enough to pull us away from our homes, and they provide us with the satisfaction we derive from travel (Bennett, 2001: 9). Accommodation, on the other hand, forms the ‘base from which tourists pursue activities’ (Keyser, 2002: 179).

The potential, or actual, ‘combination of these components is referred to as an amalgam’ (Keyser, 2002: 169). Image, the second component, can be defined as a ‘personal composite view of a destination's tourism potential’ (Bennett 2001: 94) and the ‘visual or mental impression of a place or a product experienced by the general public’ (George, 2001: 299). Cooper et al. (in Bennett 2001: 94) distinguish between organic and induced images. The organic image is the sum total of all the information that has not been directed by advertising and promotion of a country or destination, while induced images are formed by deliberate portrayal and promotion initiated by the various organisations involved in tourism. In order to create a holistic picture of the tourism product, the concept is schematically illustrated below (Figure 1).

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

Induced images are often promoted through conventional marketing media (Bennett, 2001). Marketing can be defined as ‘the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual (consumers’) and organizational objectives' (Bennett, 2001: 194). When applied to such an intangible and public product as a destination, the process becomes more complex, given that it is often executed by marketing agencies run by the public sector (George, 2001). The main objectives (George, 2001) of destination marketing are the provision of information, creating and portraying an image of the destination, the provision of amenity for local residents, increasing pride in the destination, improving international ties and promoting attractions (see Table 2).

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).

There are many different approaches to marketing. In the tourism industries, the ‘marketing technique of branding is often applied to destinations, branding them as single products’ (Keyser, 2002: 169). Branding refers to the use of a name, term, symbol or design, or a combination of these, to identify the product of an organisation and to distinguish it from those of competitors. A brand consists of a brand name and a trademark (Bennett, 2001). From a business perspective, branding has a variety of advantages (Bennett, 2001). It helps to identify and distinguish the product, associates certain benefits with certain brands, creates brand loyalty and assists in improving an organisation's image. This enables companies and destination marketers to position their ‘products for specific markets and appeal directly to the needs and requirements of consumers’ (Keyser, 2002: 170). This is important, as ‘different product offerings may target different market segments requiring different pricing, advertising and promotional strategies’ (Bennett, 2001: 211). Different branding methods can be utilised to achieve these goals: the family brand name (all products and services carry the same brand name); using different brand names for different products; and the company trade name combined with individual product names (Bennett, 2001).

Two additional characteristics of destination branding should also be noted. ‘[I]mages are usually constructed around the characteristics and resources of the destination and highlight the aspects with which marketers want the destination to be associated’ (Keyser, 2002: 170). A number of provinces have already embarked on tourism branding processes that highlight their comparative advantages. Examples include:

	KwaZulu-Natal: ‘Kingdom of the Zulu’
	Eastern Cape: ‘Naturally, South Africa's best’
	Gauteng: ‘South Africa's home of the stars’ (Keyser, 2002).

When the Beaufort West Integrated Development Plan proposed that the town should be developed as a tourism gateway in order to promote local economic development, this implied that a gateway image should be created as part of a tourism product for Beaufort West. There is a wide range of meanings attached to the term ‘gateway’, and the concept will be defined in more detail. The World Tourism Organisation (1994: 24) defines a gateway as ‘suitable international access to a country’ or ‘regional access’. Burns, Cladera & Ferrao (2002) expand on this definition and identify three characteristics of gateway cities or towns:

	they provide physical access to the larger entity to which they belong
	they are situated on the periphery of the larger entity to which they belong
	they have special links to centres outside the larger entity to which they belong.

These characteristics make it clear that tourism is not a necessary component of a gateway. Most gateways were established before the advent of large-scale tourism, and subsequently gateways became ‘a given factor around which tourism is planned’ (World Tourism Organisation, 1994: 25). Cape Town, for example, was initially founded as a ‘victualling station and trading post’ (Welsh, 1998: 20) for ships along the sea route to India. The ‘gateway’ status of an area thus becomes a potential resource in local tourism strategies (see Figure 2). Cape Town is a good example of how the gateway status has been incorporated into a tourism strategy. The White Paper on Sustainable tourism development and promotion in the Western Cape (DEDT, 2001: 20) views Cape Town as a ‘well developed global gateway city leading to the many unexplored, less populated areas in the hinterland which offer rewarding tourism experiences’ and proposes, as part of their strategic approach ‘a single brand for the province … based on the following concepts … the foundation/root of Africa – Gateway to Africa’ (DEAAT, 2002: 46).

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

Based on the above, a tourism gateway could be defined as a ‘city, town or village which is geographically, or from a traditional or historic perspective, situated on the fringe of a larger geographical entity (country, province, biome, or continent) which can be marketed to represent selected attractions of what the larger entity has to offer for visitors in addition to the local attractions’.

4. The tourism potential of Beaufort West

4.1 A brief overview of Beaufort West

The area of study includes the area along the N1 route situated in the Beaufort West municipal area (see Figure 3), which comprises an area of 17 379 km² (Gordge, 2002). The main centre, Beaufort West, has a population of approximately 28 000 residents, while the surrounding small settlements and farms contain a total of 8 500 residents (Gordge, 2002).

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

Beaufort West was initially proclaimed for governance purposes. The town was the first proclaimed municipality in the country (Mayhew et al., 1982) and subsequently became ‘a staging post on the road from Cape Town and Johannesburg’ (Mayhew et al., 1982: 80).

Beaufort West is a remote destination in South Africa, with average distances of 160 to 200 kilometres from its neighbouring towns. The town is strategically situated as a re-supply centre for traffic along the N1 and N12 national roads. It is one of the few towns along the N1 route where the road has not been diverted from passing through the town. From Three Sisters, approximately 70 kilometres north-east of Beaufort West, to the N12 exit to Oudtshoorn, approximately 10 kilometres south-west of Beaufort West, the N1 and N12 converge. This creates a strip where all traffic utilising the N1 and N12 is channelled through the town. The R63 from Aberdeen to Beaufort West connects the Eastern Cape with the N1 and the Western Cape. The Karoo National Park, one of the largest national parks in the Western Cape, is situated approximately 10 kilometres south-west of Beaufort West.

Central to the economy of the area are trade, agriculture and transport. Over the period 1990–1999 there was an increase of approximately 6 per cent in the transport sector, while over the same period the trade sector declined by approximately 0,6 per cent (CSIR, 2000). This seemingly paradoxical relationship between trade and transport can be explained by a variety of reasons:

	decreased local income and spending, which is evident in the closure of many businesses not directed at catering for through traffic, such as clothing
	decreased attractiveness of the town as a stop-over for travellers for reasons other than re-supplying.

4.2 Local tourism context

As indicated in the previous sections, only 2,2 per cent of all trips in the Western Cape have the Central Karoo as their destination, despite the fact that approximately 15 000 cars and 1 000 trucks pass through Beaufort West every day (DEAAT, 2001). Accommodation in the Central Karoo district (which includes the towns of Prince Albert, Laingsburg, Murraysburg, Merweville, Leeu-Gamka and Beaufort West) consists of approximately 720 beds (DEAAT, 2001). The main tourist attraction in the area is the Karoo National Park, while most of the accommodation infrastructure is centred on providing accommodation for through traffic. Other attractions in Beaufort West include the Chris Barnard museum in the main street, Donkin House, the Beaufort Manor and Clyde House. Several established hunting farms and farmstead bed and breakfast facilities operate in the surrounding countryside.

In the Western Cape Integrated Tourism Development Framework (DEAAT, 2001) Beaufort West is defined as the Northern Gateway of the province. The town functions as a ‘stopover destination, providing accommodation and roadside facilities, such as garages, take-aways and rest-rooms for travellers’ (DEAAT, 2001: 34). Only a few international tourists undertake the journey through the area. It is advisable that the focus of product development in and around the Northern Gateway should be on the domestic market, either travellers passing through along the N1, or residents of the urban centres of Cape Town or Port Elizabeth taking short breaks (DEAAT, 2001).

The tourism potential of Beaufort West will be assessed against the background depicted above.

4.3 Methodological overview

The research survey was undertaken from July to September 2003. Four hundred questionnaires were distributed at six garages in and around Beaufort West and a hundred were distributed to local tourist facilities. A total of 378 (75,6 per cent) questionnaires were completed. Field-workers were instructed to select participants randomly, and to exclude all persons in vehicles which were obviously related to their employment, in public transport and in heavy vehicles. This was done to focus the survey on people driving through the town for personal or recreational reasons. Special attention was paid to establishing the profile of these visitors. The questionnaire was aimed at discovering the image of Beaufort West in the minds of visitors, and at determining their satisfaction with components of the destination mix. Questions were also asked on visits to tourist attractions, or the reasons why they were not visited. Information was also obtained regarding expenditure and the duration of stay. Lastly, respondents were requested to indicate which type of tourist attraction would appeal most to them.

5. Overview: Visits to attractions, duration and expenditure

The reasons for visiting, the duration of visits and the money spent in the town were examined. A total of 21,8 per cent of respondents had visited tourist attractions in town (this does not include overnight accommodation). The remaining respondents had not visited tourist attractions because of time constraints (67,7 per cent), lack of information (12,3 per cent) and the presence of beggars and vagrants (10,7 per cent). The high percentage who cited time constraints as their main reason can be expected, as they are passing through on their way to their final destinations. The majority of visitors probably view Beaufort West only as a place to refuel and do not see tourist activities as important or significant. The local authority can counter the inadequacy of information and control the actions of beggars and vagrants. Information should be more widely distributed through extensive marketing, including marketing on the internet, which links Beaufort West to known tourist destinations or niche markets; marketing local attractions at the rest stops along the N1 and N12 routes; and improved signage in the town. The problems associated with beggars and vagrants can be improved by more visible formal, or community-based policing in tourist areas, particularly at fuel stations and in public parking areas.

The typical planned duration of stay is very short. Most respondents indicated that they were either planning to stay for half an hour (41,2 per cent), an hour (26,9 per cent) or overnight (14,6 per cent). Most respondents stopped only for refuelling and eating, or to sleep over for one night (see Figure 4); 9,7 per cent indicated that they would be staying for two hours; and only 7,7 per cent that they would be staying two days or more.

Figure 4 Planned duration of stay

From a strategic perspective, those with an interest in tourism in Beaufort West should attempt to lengthen visitors' stay and increase the number of overnight visitors. Someone who has decided to stay overnight in the town would be more likely to visit a tourist attraction while in town than persons who are pressed by time constraints.

The local tourist bureau, in collaboration with the local traffic department, could market local accommodation by promoting road safety, stressing the benefits to drivers from being rested. This will have direct and indirect benefits for the area: direct, in the form of greater road safety, and indirect, by increasing the demand for local accommodation. As a practical measure, it is suggested that the tourist bureau should distribute information on accommodation at the roadblocks along the N1 and N12 routes.

The survey revealed that most respondents (50,7 per cent) spent less than R200 and 40,4 per cent spent between R200 and R500. Only 8,9 per cent of respondents indicated that they spent more than R500. On the basis of this information, and assuming an average expenditure of R100 per respondent, the respondents to our survey would have spent a total of R50 000 in the town. If the occupants of only one-quarter of the 15 000 vehicles which pass through town daily were to stop over and spend R100, total daily expenditure would be approximately R375 000, an amount which would provide a significant contribution to the local economy. This demonstrates the importance of the N1 to the town. The local authority should dissuade all relevant authorities from rerouting the N1 route around the town, as this would have a devastating effect on the local economy.

5.1 Destination mix and limited tourism potential

The destination mix, which together with the appropriate image constitutes the tourism product of a destination, combines the amenities, accessibility, attractions and ambience of the destination. By and large, the components of the destination mix were rated as very satisfactory (amenities 66,3 per cent satisfied or very satisfied; attractions 69,0 per cent satisfied or very satisfied; accessibility 60,7 per cent satisfied or very satisfied; ambience 77,4 per cent satisfied or very satisfied). Although the majority of respondents appeared to be at least ‘satisfied’, this is nevertheless a cause for concern. If tourism is to play a significant role in the development of Beaufort West, levels of satisfaction should be improved. The local tourist bureau might initiate an evaluation programme and encourage visitors to rate attractions and amenities according to a set of locally determined criteria. An evaluation programme should make provision for suggestions, which can be distributed to all tourist businesses in order to improve their level of service. Ideally this programme should be initiated over a multi-year period, and targets should be set for successive years. The suggestions of visitors could be used as guidelines for reaching the planned targets. In addition to orienting the tourism sector to visitor demand, a programme of this nature will bring a much-needed goal-orientated approach to tourism.

Non-response to the questionnaire was high, except for the section on refuelling, which had an 80 per cent response rate. Those few respondents who completed the part of the questionnaire dealing with specific amenities did, however, respond favourably. A summary of the responses is contained in Table 3 below.

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%

Although a significant proportion of participants did not respond to questions other than on petrol stations, the ratings do suggest a very favourable view of the amenities that were visited by the discriminating few. Local tourist businesses should take note of the low response rate. Better marketing, either individually or in combination, can increase the average length of visit and so improve their income.

5.2 Target market

The survey revealed that the typical participant was aged between 30–40 years (37,1 per cent), male (73,3 per cent), in a relationship with children (47,8 per cent) and of South African origin (97,2 per cent). This family context and composition has important implications for the types of entertainment and accommodation to provide. It is difficult to allocate resources and develop destination areas suited to all tourists, but segmenting the market and focusing marketing activities on a specific group of customers makes it possible to provide the chosen market with what they want.

This suggests that tourist businesses focus their energy on providing and promoting family-type attractions and accommodation. Tourism features should also be more focused on attracting the attention of children as they can influence the decision to visit, or not to visit, an attraction. Colourful and imaginative themes, which children can relate to and identify with, could increase visits to attractions. Since affordability often plays a key role in determining visits to tourist products attention should be given to the creation of incentives such as giving discounts for children.

5.3 Image and branding

Central to the research was establishing the perceived image of Beaufort West. The survey revealed that the majority of respondents viewed Beaufort West as Gateway to the Western Cape (32,4 per cent). The second most significant statement of perception was Karoo lamb country (15,9 per cent), followed by Heart of silence (9,3 per cent). The less popular statements are listed in Table 4 below.

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

The survey results portray Beaufort West as an entry point to the Western Cape in the minds of its visitors, and ‘place-specific’ traits constitute secondary images. At present little incentive exists for travellers to visit the town itself, rather than to use it as a staging area on a journey to a tourist destination. Only 21,8 per cent of survey respondents had visited tourist attractions in town, and it appears that these attractions lack sufficient appeal to attract significant numbers of visitors to the town. Most respondents gave ‘time constraints’ as their reason for not visiting attractions. Because time constraints are perceived subjectively and personally, this suggests that the visitors viewed the pleasure derived from visiting local attractions as less meaningful that saving time on their journey. In other words, the local attractions were not sufficient to provide tourists with the satisfaction they want to derive from travel. Appropriate marketing can, however, increase tourist visits to the town, or extend the duration of stay for through travellers.

The gateway image is at present still largely organic and has not been marketed. Some form of marketing around the gateway theme will be required, in order to create a positively perceived induced image. Branding was discussed above as a marketing tool for inducing images, and it is recommended that the local tourism interests adopt this approach.

Beaufort West tourism strategists should take note of the survey results and focus on the characteristics of the town that are favourably linked to the gateway concept, when considering branding. All the attractions, the accessibility and the ambience should, as far as possible or practicable, portray a gateway image.

Given the variety of branding methods, the merits of various types of branding will be discussed next. A single brand or family brand name would focus on a central characteristic of the destination; for instance, the gateway feature. This would, however, exclude some tourist industries and other related industries, as they are incompatible with the gateway concept. The use of different brand names for different products would also cause problems, as the aim of destination branding is to create positive associations with a certain specific place or destination brand. Lastly, the usage of a company trade name combined with individual products might be considered. This option is most appropriate, as it provides scope for incorporating a variety of product names (individual tourist industries or services) with a company trade name (the gateway image).

It is therefore proposed that the local tourist bureau should consider developing an umbrella brand (or company trade name) under which different products (or types of tourism) are marketed through associated images (see Figure 5). This umbrella brand should also incorporate the other significant statements of perception as secondary images where appropriate – thus creating a set of linkages from the specific types of tourism to the umbrella brand.

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

The local tourist bureaux, tourist businesses and providers of accommodation should consider the variety of product lines they can offer, as well as the variants offered within product lines. They should be reminded that diversifying product offerings might also imply targeting the products to appropriate market segments.

The survey revealed that 30,6 per cent of the respondents viewed eco-tourism as the type of tourism which should be promoted. Eco-tourism could then be a product line within the Beaufort West ‘gateway brand’. Aspiring or existing tourist industries should be made aware of the potential market for the eco-tourism product line which was revealed in the survey. Even if the tourist authorities decide not to brand, or market, the town, these businesses should consider creating links with existing eco-tourism facilities. Hoteliers might include a sunset drive in the Karoo National Park as part of the accommodation package, or tours to introduce tourists to the recent history and traditional culture of the area. Establishing links between providers of overnight accommodation and these types of tourist activity can benefit the whole of the tourism industry. There is a relatively small target market for eco-tourism, recent history and traditional culture, which could be actively promoted through the gateway brand. When formulating their promotional and marketing campaigns the local tourist authority should prioritise these product lines, and consider combining them with overnight accommodation in order to maximise their impact.

Since the town is viewed as the gateway to the Western Cape province, the provincial government should become involved in any gateway marketing and development; the provincial government is in a much more favourable position to liaise with other districts in the province, and has more capacity to establish external linkages.

5.4 Local economic development and pro-poor approach

If developing tourism is to constitute part of a local economic development strategy it is imperative that the poorest of the poor have access to the anticipated benefits. It is therefore critically important that the local tourism authorities build a pro-poor segment, or pro-poor access mechanism, into any tourism initiative, marketing strategy or project. A variety of constraints reduce the impact of local economic development initiatives on the plight of the poor. Table 5 lists these constraints and puts forward some suggestions with regard to reducing the blockages.

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).

5.5 Proposed gateway product

As noted earlier, a tourism product consists of a combination of attractions, accommodation, accessibility and ambiance. Based on these components, and the findings from the research, a tourism product model was developed (Figure 6). The model proposes a set of initiatives and interventions for improving destination marketing, as well as product development at macro and micro levels.

Figure 6 Tourism product model for Beaufort West

6. Conclusion

Considering that tourism can be an important source of local economic development, this paper attempted to establish the tourism potential and the potential tourism product of Beaufort West. A survey of tourists, based primarily on destination marketing principles, was undertaken in order to select a strategic approach for Beaufort West tourist interests to adopt in order to increase tourism, and maximise the benefits from tourism, in the town. Central to the research was establishing an appropriate marketing image and branding approach based on market demand. Resulting from the survey, the following key recommendations were made.

	Survey respondents cited time constraints as the major reason for not visiting attractions in Beaufort West. This suggests that the attractions of Beaufort West lack sufficient appeal to draw tourists to the town as an end destination. It was nevertheless suggested that a multi-year monitoring programme should assess the local tourism industry and in particular whether it is becoming more demand-orientated and responsive to clients' needs.
	The N1, which runs through the town, is of key importance for the town's economy, as most travellers used the town only as a refuelling station. Local government and industry should actively dissuade transport and road agencies from diverting the N1 route around the town.
	As most of the participants in the survey were child-rearing couples, their profile indicated that tourist industries should target families, and make an effort to provide more attractive services for them. Child-friendly marketing themes were suggested, as children often have a significant impact on their parents' travel plans.
	The town was seen predominantly as the gateway to the Cape. It was recommended that local tourist industries utilise this knowledge and initiate a destination marketing initiative centred on the concept of a gateway. An umbrella branding approach might expand the types of tourism and tourist services which can be accommodated in the ‘gateway’ brand.
	Respondents had stated that the types of tourism most likely to increase the duration of their visit were eco-tourism, recent history and traditional culture. The recommendation was made that these should be linked with the accommodation services, and be integrated within the umbrella branding of the town.
	A pro-poor approach is essential if tourism is to promote local economic development, and should be central to any action taken to stimulate tourism. The poor do not readily profit significantly from tourism, but partnerships between eco-tourism industries and impoverished communities or individuals might make it easier for them to benefit from new initiatives.
	Finally, a model tourism product was proposed for Beaufort West. The model contained a number of interventions and initiatives based on the constituent components of a tourism product (attractions, accommodation, accessibility and ambience) and informed by the research findings.