Grade 12 Study Guides T. Holomisa, E. M. J. C schaller, D. J. Brown, B. de Klerk

Maintaining and enhancing the standard of facilities and services in the industry

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Gr12-Tourism-Study-Guide LR

2.2 Maintaining and enhancing the standard of facilities and services in the industry

The product aspect of marketing is one of the five Ps of the marketing mix. Since facilities and services form the basis of the tourism product, the quality of these facilities and services needs to be maintained or, if necessary, improved. One of the ways in which SAT can do this is through the Tourism Grading Council of South Africa (TGCSA). The TGCSA evaluates accommodation establishments, such as guesthouses and hotels, and awards them a star grading. Other initiatives to ensure that the standard of facilities and services are improved include
• Welcome Awards
• The Emerging Tourism Entrepreneur of the Year Award (ETEYA).
2.3 Coordinating the marketing activities of role players in the industry

SAT spends a large amount of time and money on marketing South Africa as a destination. Other tourism organisations should use the marketing done by SAT as a platform for their own marketing initiatives. Marketing efforts should be coordinated so that they align with the strategy and positioning of South African Tourism. For this reason SAT works closely with other Direct Marketing Organisations (DMOs) at both provincial and local levels. SAT coordinates the marketing efforts of the different provinces and cities with the national marketing efforts.
3. Opportunities for marketing South Africa internationally Tourism intermediaries are very important in generating tourism business fora destination. International travel trade shows and expos are hosted around the world. The two best known of these are the International Tourism Exchange (ITB) in Berlin and the World Travel Market (WTM) in London.

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3.1 ITB (Berlin)

The ITB takes place annually in March. ITB draws more than 170 000 visitors, including 108 000 trade visitors, and over 10 000 exhibitors from 180 countries.

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