This section involves the process of dividing
the market into distinct subgroups of customers
with common characteristics. It based on the
understanding that the identified market
segments have different needs and preferences.
An understanding of these needs is imperative so
as to select of target a segment that has
potential to be the most profitable or lucrative
for Ingenious Africa Media.
These are primarily small lodging
establishments that offer overnight
accommodation and breakfast. Some bed and
breakfasts also offer other meals over the
rest of the day. Bed and Breakfasts are often
cheaper than lodges and hotels.
Lodges are accommodation providers in the form
of houses – they usually provide accommodation
to travelers and the general public. Lodges
are often cheaper than hotels and other up
market accommodation providers.
Hotels are accommodation providers that are
usually more costly than bed and breakfasts
and lodges. They usually provide more luxury
and hospitality and usually have a presence in
more than one town or city within the country.
Tour planners specialize in helping holiday
makers – domestic or foreign tourists plan
their trips. They provide information
pertaining to maps, accommodation providers,
and possible modes of transport and
information on key areas of attraction.
Game reserves are areas of land set aside for
the maintenance of wildlife for tourism. South
Africa has an abundance of wildlife that
attracts both local and international
tourists. Africa has developed a brand
famously known as the “Big 5” (lion, leopard,
elephant, buffalo and Rhino). This attracts
both local and foreign tourists.
This market segment helps to move the local
and foreign tourists from place to place.
Transport providers include airlines, buses,
cabs and taxi.
- Tourist Information Centers
These are dedicated information centers that
provide information in the form of maps,
brochures, presentations, magazines and other
media to holiday makers.
Tourist authorities are set up to ensure the
welfare of tourism in particular locations. A
list of notable Tourism Boards in South Africa
includes the following:
Key regional tourism bodies include the
- Eastern Cape Tourism Board
- Gauteng Tourism Board
- Mpumalanga Tourism Board
- Northern Cape Tourism Board
- Free State Tourism Board
- Limpopo Tourism & Parks Board
- North West Parks & Tourism Board
- Tourism KwaZulu Natal
- Western Cape Tourism Board
city tourism boards include the following: