An investigation into international tourists' perceptions of Cape Town as a holiday destination : one destination - an unforgettable experience

Bibliography: leaves 283-291.The fundamental product in tourism is the destination experience. Despite Cape Town offering a unique experience, the destination lacks a dear and positive brand images that persuade international tourists to visit. Currently, it cannot be ascertained how international travellers perceive brand Cape Town. As such it is felt that a significant number of tourists are being forsaken. Thus, it is imperative that research be conducted in order to gain a greater understanding of the brand, thereby enabling Cape Town to be positioned in a manner that lives up to tourists' expectations. In April 2001, the Joint Marketing Initiative was created to align the marketing efforts of the various destination-marketing organisations responsible for marketing the province of Western Cape and the city of cape Town both internationally and domestically. This is necessary to achieve consistency in image and message communication. This investigation is one of many commissioned by the Cape Metropolitan Tourism to improve stakeholders' understanding of brand Cape Town