THE EXPECTATIONS AND EXPERIENCES OF SOUTH AFRICAN LEISURE TOURISTS VISITING MOZAMBIQUE

Abstract

As one of the largest industries in the world, the tourism industry has a positive economic impact on countries. This is especially true for developing countries where tourism is an essential driver for economic growth and development. In this regard Africa and specifically Southern Africa has plenty to offer tourists with regard to memorable experiences. However, Mozambique, a former Portuguese colony, is facing many challenges in establishing a thriving tourism industry. Since more than 44% of leisure tourists who visit Mozambique are from South Africa, it is essential for the Mozambican government and local product owners to know whether these tourists’ expectations are being met. The study followed a quantitative research approach, and a structured questionnaire was administered to 400 South African leisure tourists returning from Mozambique during the end of December 2015 to January 2016. The questionnaire measured the demographics as well as the expectations and experiences of leisure tourists returning from their holiday. Data were interpreted using both descriptive and inferential statistics. Findings indicate that, in most cases, the experiences of South African leisure tourists exceeded their expectations. There were, however, concerns about staff efficiency in accommodation establishments and food and beverage provision. Experiences related to well-organised outdoor activities in Mozambique were also lower than what was expected. Applicable recommendations are made to assist product owners and the Mozambican government in making the necessary adaptations.