Identifying the Marketing Channels that Will Attract Millennials to National Parks

Authors

  • Anneli Douglas Division: Tourism Management, Department of Marketing Management University of Pretoria
  • Pierre Mostert Department of Marketing Management University of Pretoria
  • Liandi Slabbert Tourism Development and Marketing division South African National Parks

Keywords:

Marketing channels, Millennials, social media, South African National Parks.

Abstract

Millennials will soon become the biggest tourist group to be served because of their sheer numbers as well as their current and potential future income. At the same time, previous studies have shown a decline in national park visitation worldwide which necessitates an investigation into why these numbers are dwindling and how to attract different consumers to the Parks so that appropriate marketing and operational strategies can be drafted. The purpose of this paper was thus to identify the marketing channels that millennials are most likely to use, the types of information that they look for and the marketing methods that will inform and persuade them to visit a holiday destination, and more specifically a National Park. Six focus groups were held with millennials from different life stages, with findings showing that social media seems to be the most popular channel and marketing method to use. The research holds implications for destinations. Proactive participation in social media is needed and tourism marketers should consider how to incorporate millennials’ requirements into their general marketing plans and specifically their social media engagement.

Author Biographies

Anneli Douglas, Division: Tourism Management, Department of Marketing Management University of Pretoria

Anneli Douglas is an associate professor in the Division: Tourism Management, Department of Marketing Management in the Faculty of Economic and Management Sciences. The focus of her research is on business and corporate travel management. In her research, she highlights the importance of this segment, and shows that it is fundamentally different and cannot be approached in the same way as leisure travel. She has published in the leading international tourism journals.

Pierre Mostert, Department of Marketing Management University of Pretoria

Pierre Mostert is a Professor of Marketing at the University of Pretoria, South Africa. He holds a DCom from the University of Pretoria and is currently an associate editor of the South African Journal of Economic and Management Sciences. His research interests include relationship marketing, relationship intention, relationship proneness and brand avoidance

Liandi Slabbert, Tourism Development and Marketing division South African National Parks

Liandi Slabbert is the Manager: Tourism Research at the South African National Parks. She has extensive experience working as a researcher and consultant supporting strategic, tactical and operational initiatives for large enterprises. She is currently pursuing a PhD in tourism management. Her research interests include nature-based tourism, strategic market development and knowledge utilisation.

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Published

2019-12-07

How to Cite

Douglas, A., Mostert, P. and Slabbert, L. (2019) “Identifying the Marketing Channels that Will Attract Millennials to National Parks”, e-Review of Tourism Research, 17(2). Available at: https://journals.tdl.org/ertr/index.php/ertr/article/view/501 (Accessed: 3August2021).

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