Mosimanegape, Phetogo Sechele and J.J, Prinsloo
(2019)
Competitiveness of Botswana as a Tourist Destination.
International Conference on the Future of Tourism (ICFT).
pp. 1-14.
ISSN 2507-7872
Abstract
Abstract
The tourism industry continues to play a critical role in the development of
global national economies. Furthermore, it is one of the fastest growing industries in the world and future prospects of its growth remain positive (WTTC
2012). Though Botswana is the third most popular travel destination in Southern
Africa it seems there is a gap in understanding the balance between the demand and a problem in understanding the concept of marketing of tourism within the Botswana tourism industry (Morupisi 2017; Pansiri, 2014). The purpose of this study is to develop a suitable tourism competitiveness model to enhance global competitiveness of the Botswana tourism industry by adopting a mixed methods approach. The sample population will consist of stakeholders in the tourism industry such as hotel and lodge management and owners, the Ministry of Environment, Natural Resources Conservation and Tourism, Department of Tourism, Hotel and Tourism Association of Botswana, and tourists visiting Botswana for more than 2 nights. Data is gathered through structured questionnaires and personal interviews. The research adopts a post- positivism paradigm utilising both qualitative and quantitative approaches. The study is ongoing, and when completed a destination competitiveness model for Botswana as a tourist destination will be presented. The study is an extraction of my Phd proposal and therefore the study is ongoing.
Keywords: Destination Competitiveness, Destination Marketing, Tourism industry.
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