The Role of the E-Marketplace as a Marketing Channel for Bed and Breakfast Enterprises in South Africa

The business environment in the bed and breakfast (B&B), tourism and hospitality sector has seen the growth of online trading channels as a mode of e-marketing in various countries, including South Africa (SA). This paper focuses on the role of e-marketplaces in South African (SAn) B&B businesses. The paper discusses challenges often faced by B&Bs in the implementation of e-marketplace processes. The identified challenges include lack of resources, stiff competition from established companies, and the knowledge of how to implement online trading. Recommendations to reduce or eliminate the challenges are presented in the paper, in order to enhance the role of e-marketplaces in South African B&B entities. The researcher observed that e-marketplaces have a fundamental role to play in SMEs, and that more can be tapped from this resource. The research findings will assist in educating B&Bs about e-marketplace marketing and the benefits and opportunities that this phenomenon provides.