City Tourism Product Development and Marketing: The Case of the Provincial Capital city of Mahikeng

Abstract

This article explores the city tourism product composition of Mahikeng, the capital city of South Africa’s North West Province. Its goal is twofold: to capture the industry’s views on the city’s current urban tourism product offering and to identify the necessary marketing activities for tourism development in Mahikeng. The study used quantitative data from an online survey involving 62 tourism businesses operating in Mahikeng. The results highlight a limited level of tourism product offerings, ineffective marketing activities, and the need to develop a more diverse city tourism product mix to ensure the success of Mahikeng as a tourist city. The authors recommend the development of a varied product mix and, through this, the implementation of marketing activities more suited to cities with a provincial status.