The online marketing strategies

The determination of this study was to compare the online marketing strategies of Southern African countries with respect to Zimbabwe, Botswana and South Africa. The study sought to establish the online marketing approaches implemented by ZTA, BTO and SAT coming from the context that a number of DMOs websites in Africa lack interactive web facilities and have partial knowledge on the importance of information, communication and technology (ICT) in tourism marketing. The fact that tourism has been branded the fastest growing industry world over, in Zimbabwe it is not like that while just across the Limpopo River in South Africa tourism is steadily developing and moderately in Botswana it is booming which prompted the researcher to compare the ZTA, BTO and SAT online marketing strategies. The objective was to benchmark the countries online marketing strategies. The study adopted comparative design as a way of drawing recommendations useful to ZTA, BTO and SAT. The results confirmed that Zimbabwe and Botswana have a lot to improve and South Africa is setting the pace but a lot desires attention to improve their online marketing strategies.

Autorentext

Vitalis Basera Khaki is a Tourism and Hospitality lecturer in at an university in Zimbabwe. he is interested in reseraching online marketing, service excellence, food and beverages management. At present the author is pursuing a PhD in Tourism and Hospitality Management.