The influence of external environmental factors on tourism market strategies in Africa

Abstract

A survey of 106 Multinational Corporations’ (MNCs) executives, in the global tourism industry was conducted to determine the influence of “external environmental factors” on their choice of market strategies in Africa. A one-way ANOVA (analysis of variance) was applied on delineated business external environmental factors and major market development strategies (Wholly owned, Joined Venture, Management Contract and Franchising). The result showed that the influence of the degree of “free trade economic climate” in an African host country on various MNCs’ market development strategies was significant. Also, the result ranked “Political Stability” as the most influential external environmental factor in the African market.

Citation

Iroegbu, H. (2010), "The influence of external environmental factors on tourism market strategies in Africa", Chen, J.S. (Ed.) Advances in Hospitality and Leisure (Advances in Hospitality and Leisure, Vol. 6), Emerald Group Publishing Limited, Leeds, pp. 215-222. https://doi.org/10.1108/S1745-3542(2010)0000006015