A tripartite model for effective marketing of remote micro-hospitality establishments

Abstract

While it is common knowledge that COVID-19 and the subsequent national lockdowns have severely affected the hospitality industry in South Africa and across the world, there has been no previous research conducted into the effects felt by small hospitality businesses within remote and scenic areas of South Africa which were particularly badly affected. The study objectives were to reach an understanding of the optimum marketing strategies available for the recovery and growth of this uniquely valuable asset in South Africa’s tourist landscape. The methods involved a triangulation between observation and in-depth interviews with 15 owners/ managers and a questionnaire survey involving 72 establishments. Emphasis was on Social Media Marketing (SMM). However, it was concluded that there are certain associated challenges with SMM within this specific market, along with unique advantages of alternative strategies which, it seems, are not always appreciated. A recovery and sustainability marketing strategy balancing and integrating the strengths of location, service quality, and SMM, along with a six-step flexible SMM adoption programme, based on the findings of the study, are presented, as an appropriate model both for a post-Covid response and for supporting a sustainable marketing strategy for these businesses going into the future.