Critical success factors for guided tours in the Western Cape Province of South Africa

Abstract

This study considers tourists' perspectives on the Critical Success Factors for guided tours in the Western Cape Province of South Africa. Guided tours and tourism destinations are inseparable, with such guided tours often being sought after for their power to improve tourist satisfaction and envisioned to enhance visitors' experience and impact tourism growth at destinations. The success of such guided tours is often premised on several factors, which when present, would influence visitors' propensity to recommend, revisit and make future destination choices. Such factors play a critical role in determining whether visitors would consider guided or self-led excursions. Understanding the Critical Success Factors for guided tours is essential as it makes it easier for tourism suppliers to channel efforts toward tourist satisfaction. Using a structured questionnaire, 451 tourists participating in guided tours in the Western Cape Province of South Africa were surveyed to ascertain the Critical Success Factors for guided tours. The study revealed that safety, knowledgeable guides, and pricing remain critical in the success of guided tours. The study highlights the critical factors considered essential for the success of guided excursions and the areas that require improvement. Following an analysis of the study’s findings, recommendations for effective guided tours for the tourism industry were proposed.