Abstract
M.A.
The aim of this research was to contribute towards understanding the connection between international students and the visiting friends and relatives (VFR) tourism niche market. Existing research on VFR tourism points to a niche that has grown significantly over the years, and which continues to do so. However, what has been missing from the field of endeavour has been comprehensive research on the phenomenon, especially as it is linked to the contributions that such a market might make within the developing country context (as, for instance, South Africa). In particular, the lack of focus on such specific geodemographic groups as international students as generators of VFR is stressed. Besides the above, studying international university students as contributors to VFR should assist in revealing the characteristics and travel patterns and behaviours of such a market, leading to enhanced opportunities on which a host destination can capitalise. Against such a backdrop, the current study has been argued and conceptualised. In essence, the overall objective of the research was to determine the significance of international university students as generators of VFR tourism in South Africa.
The study adopted a mixed methodology approach to meet the set objectives. Quantitatively, a purposive sampling technique was used to generate 346 valid questionnaire survey responses from international students. For the qualitative angle of the study, a total of 7 participants contributed to a focus group discussion. The findings obtained in the study suggest that the number of VFR tourists who visit the international students at a particular study destination directly relates to the size of the international student population in the country. Further, the findings also indicate that international students serve a key role in stimulating visits to their study destinations. Additionally, it is evident, through the study findings, that the international student market generates the tourism activities of VFR tourists, in the form of repeat visits and the travel pursuits in which they engage during their stay at the destination. Hence, for future research purposes, the study proposes that international students should be considered, and approached, in consideration of the development of efficient promotional and marketing strategies. The above is so, given the significant role that the students play, as well as in terms of noting the way in which they influence the travel activities of their visitors.