International Brand Performance Trends: South
Description: International Brand Performance Trends: South Africa Travel Experience with South Africa Over the years, Positivity, Short-term Consideration, Plan to seek Info and Recent Visitation for visiting South Africa have Improved The gap
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slide1. International Brand Performance Trends: South Africa Travel Experience with South Africa Over the years, ‘Positivity’, ‘Short-term Consideration’, ‘Plan to seek Info’ and ‘Recent Visitation’ for visiting South Africa have Improved The gap at Awareness leakage point has increased whereas the leakage at Short-term Consideration has decreased Improvement in functional , emotional and meta-perception attributes during 2011-16 Change Since 2014 How do people perceive South Africa? Key motivators to drive tourism in South Africa Not considering returning to South Africa for leisure? KEY BARRIERS 9% 9% 21% 12% 15% 15% 16% 12% 17% 17% 14% Concerns For My Personal Safety Too Expensive to Get There Uncertain About Political Climate Another Appealing Destination PREFERRED MEDIA CHANNELS Those who have travelled to South Africa perceive it as a better destination than those who have not Copyright @ 2016 South African Tourism — Confidential The SAT BrandTracker survey was carried out across 19 markets in 2016 (Feb’16 and Nov’16 waves) with a total sample size of 20,800; whereas the results for 2014 and 2011 are based on 13 markets across the two waves (Feb. and Nov.) with a total sample size of 17,036 and 20,159 respectively Analysis is based on the global weights according to investment spend and arrivals across the different market portfolios
Barriers are calculated on the basis of total market size 4.91 5.57 5.68 4.68 6.07 3.74 5.72 5.53 2% Wildlife Uniqueness 2% 4.85 4.36 5.59 4.85 5.02 1% Memorable Breathtaking Variety 2% Enriching 3% Welcoming People 5% Value for Money 10% Safety & Security 3% Stature 3% Trajectory 2% Suitability 7% Affordability KEY FUNCTIONAL AND EMOTIONAL ATTRIBUTES META-PERCEPTION 64.0 million 23.3 million 12.8 million 15% 76% 31% 24% 22% 38% 8.0 million 12% 22.5 million 12.8 million 7.0 million 12% 79% 31% 20% 22% 37% 10% 58.0 million 5.78 Adventurous 5.89 6.09 5.87 5.72 5.73 5.69 5.19 5.05 4.28 5.77 5.12 5.08 4.99 4.74 88.8 million 106.3 million CONSIDERATION AWARENESS POSITIVITY SHORT-TERM CONSIDERATION RECENT VISITATION PLAN TO SEEK INFO SOUGHT INFO Never Visited Internet, Print media and Television channels
are the most preferred media sources 2016 2011 KEY DETAINERS/ INFLUENCERS Watch Beautiful Scenery Experience a Different Culture Go on Safari Beautiful Scenery’, ’Experience a Different Culture’, and ‘Go on safari’ have been the key motivators over the years 2011 41% 40% 48% 2016 35% 36% 48% 42% 41% 2014 ‘Other Destinations on Travel Plans’ and ‘Safety Concerns’ are the key barriers for not returning to South Africa Afraid of political climate/ civil unrest Concerns for my personal safety Preference to visit other places first Too expensive to get there Too much time to get there 2011 13% 19% 32% 13% 11% 2016 16% 19% 31% 15% 14% 4% 1% 3% 2014 12% 20% 34% 14% 13% Change Since 2014 5.80 6.12 5.79 5.65 5.70 5.60 5.03 4.79 3.89 5.66 4.95 4.93 4.90 4.43 3.74 3.89 52% 4% 26.5 million TOTAL 124.0 million pax TOTAL 103.4 million pax 23.4 million Beautiful scenery 1 Authentic 6.08 6.08 5.74 5.68 1% 14.3 million 12.6 million 10% 18% 11% 22% 5.58 5% 7% December 06, 2016 2016 1 Beautiful scenery was included in the survey since 2012 South Korea China Nigeria South Korea Japan Australia Tanzania Japan 1% 1% 21%<br>
Barriers are calculated on the basis of total market size 4.91 5.57 5.68 4.68 6.07 3.74 5.72 5.53 2% Wildlife Uniqueness 2% 4.85 4.36 5.59 4.85 5.02 1% Memorable Breathtaking Variety 2% Enriching 3% Welcoming People 5% Value for Money 10% Safety & Security 3% Stature 3% Trajectory 2% Suitability 7% Affordability KEY FUNCTIONAL AND EMOTIONAL ATTRIBUTES META-PERCEPTION 64.0 million 23.3 million 12.8 million 15% 76% 31% 24% 22% 38% 8.0 million 12% 22.5 million 12.8 million 7.0 million 12% 79% 31% 20% 22% 37% 10% 58.0 million 5.78 Adventurous 5.89 6.09 5.87 5.72 5.73 5.69 5.19 5.05 4.28 5.77 5.12 5.08 4.99 4.74 88.8 million 106.3 million CONSIDERATION AWARENESS POSITIVITY SHORT-TERM CONSIDERATION RECENT VISITATION PLAN TO SEEK INFO SOUGHT INFO Never Visited Internet, Print media and Television channels
are the most preferred media sources 2016 2011 KEY DETAINERS/ INFLUENCERS Watch Beautiful Scenery Experience a Different Culture Go on Safari Beautiful Scenery’, ’Experience a Different Culture’, and ‘Go on safari’ have been the key motivators over the years 2011 41% 40% 48% 2016 35% 36% 48% 42% 41% 2014 ‘Other Destinations on Travel Plans’ and ‘Safety Concerns’ are the key barriers for not returning to South Africa Afraid of political climate/ civil unrest Concerns for my personal safety Preference to visit other places first Too expensive to get there Too much time to get there 2011 13% 19% 32% 13% 11% 2016 16% 19% 31% 15% 14% 4% 1% 3% 2014 12% 20% 34% 14% 13% Change Since 2014 5.80 6.12 5.79 5.65 5.70 5.60 5.03 4.79 3.89 5.66 4.95 4.93 4.90 4.43 3.74 3.89 52% 4% 26.5 million TOTAL 124.0 million pax TOTAL 103.4 million pax 23.4 million Beautiful scenery 1 Authentic 6.08 6.08 5.74 5.68 1% 14.3 million 12.6 million 10% 18% 11% 22% 5.58 5% 7% December 06, 2016 2016 1 Beautiful scenery was included in the survey since 2012 South Korea China Nigeria South Korea Japan Australia Tanzania Japan 1% 1% 21%<br>