Cohort perceptions of African tourism slogans - An exploratory investigation

Although Africa offers many unique experiences for tourists, its current share of international tourist arrivals is relatively low (approximately four %). In terms of capturing a higher share of this growing market, many African nations have been particularly active in promoting the region, and individual countries, through the use of advertising slogans designed to appeal to a broad audience. The primary purpose of this study is to differentiate the slogans with their attributes that may have the greatest potential to attract the attention of Australian travellers in different age cohorts. The results, based on the opinions of industry experts in Australia, indicate that the younger industry experts showed a more positive view of the slogans that emphasise an experience that stirs intense personal feelings and cheer, what that of older experts was an inclination towards experience of Africa itself, the sense of actualisation and personal intimacy and conviviality. Limitations of the study are noted and directions for future research are discussed.