n Journal of Contemporary Management - Salient factors in the decision-making of domestic packaged tours in South Africa




This article argues that perceived risk is an inhibitor for the emerging domestic market to entrench a culture of going on holiday, which is necessary for the sustainable development of tourism in South Africa. Packaged tours provide convenience, and both psychological and financial security in a single transaction which can be considered a surrogate for the benefit of risk avoidance when visiting friends and relatives. A survey was conducted in the most promising region namely the province Gauteng, amongst the potential market to elicit the most important decision criteria for selecting domestic packaged tours, from 46 variables. A factor analysis revealed only one dimension, or salient factor with 15 variables, elucidating risk avoidance, which is the determinant attribute or essence of package tours. The results may be used by the Department of Tourism to promote domestic tourism, and by new and small tour operators to improve decision-making and render competition more knowledge-based. It would thus serve the needs of both tourist buyers and tourism sellers and contribute to sustainable development.


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