An Integrative Tourism Destination Marketing Strategy For The Namibia Tourism Board

ABSTRACT

The purpose of this study was to evaluate the integral components of an integrative tourism destination marketing strategy for the Namibian Tourism Board (NTB). The main objective of the study was to examine whether the Namibian Tourism Board has an integrative tourism destination marketing strategy in place and, if absent or ineffective, provide recommendations pertaining to the integrative marketing strategy based on the research findings. A single case study approach was employed in this study. The quantitative research methodology was applied in this study. The population size of the study was 260 respondents and the sample size of 100 respondents was chosen through the simple random sampling technique. In conducting the research, data collection instrument used was the structured self-administered questionnaire, which targeted the senior management for the NTB and its affiliate members. Quantitative data from primary sources were analysed through IBM 22 Statistical Programme for Social Scientists (SPSS). The major findings obtained from the correlation analysis were that: There is a strong, positive correlation between “we implement strategies” and “we scan our market environment” r(40) = .89, p < .001. There is a strong, positive correlation between “we implement strategies” and “we formulate marketing strategies” r(40) = .98, p < .001. There is a strong, positive correlation between “the NTB has a marketing destination plan” and “the NTB selects destinations it markets” r(40) = .87, p < .001.