Marketing knowledge and skills as the key to transformational challenges of accommodation’s small and medium-sized enterprises

Small and Medium-sized Enterprises (SMEs) in the tourism accommodation sector play a vital role in South Africa’s economy. Yet, they face challenges in sustaining competitiveness within an increasingly digital and dynamic marketplace. This qualitative study examined how SMEs in accommodation utilise various marketing mediums, identify knowledge and capacity gaps, and adopt strategies to enhance visibility and attract customers. Semi-structured interviews were conducted with SME owners and managers, the study employed an interpretivist paradigm to uncover rich, context-specific insights into marketing practices, challenges, and perceived effectiveness. Key themes were identified using thematic content analysis. Despite widespread recognition of marketing’s critical importance, most participants lacked formal marketing training, dedicated marketing personnel structured marketing strategies. Limited financial resources further restrict their ability to hire professionals or allocate consistent marketing budgets. As a result, most SMEs rely on affordable digital platforms such as Facebook, Instagram, and online booking portals like Booking.com to promote their services. While these platforms offer wide reach, interactivity and performance-tracking features, many participants lack the skills to fully utilise them. Word-of-mouth marketing remains the most influential promotional tool, highlighting the importance of service quality and positive guest experiences in driving referrals. The study findings emphasise the need for targeted training, collaborative initiatives, and accessible support resources to strengthen SME marketing capacity and support sustainable tourism development in South Africa.