| Summary: | This study aims to find out tourists’ perception of the KwaZulu-Natal (South Africa) brand essence and brand competitiveness as a tourism destination. Questionnaire survey of 406 respondents revealed that tourists are mostly satisfied with visiting KwaZulu-Natal. Most of the tourists are willing to return and they are willing to recommend KwaZulu-Natal to others. Tourists view KwaZulu-Natal as a competitive destination. This study recommends that KwaZulu-Natal destination management organisation should continue to work towards improving the quality standards of the destination, as outlined in this paper, to help it to be able to compete more strongly in the national and global tourism marketplaces.
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