Abstract

The tourism sector in South Africa has experienced significant adverse consequences owing to the COVID-19 pandemic. As the economy begins to reopen, guest houses are concentrating on enhancing their facilities to attract more tourists. This study examines the factors that impact holidaymakers when selecting accommodations on the South Coast. To conduct this research, data were gathered from TripAdvisor.com and through two unstructured interviews. ATLAS. ti software was used to analyze a total of 186 reviews and interview data. The study revealed that the provision of amenities such as air conditioning, private beach access, interconnected rooms, safety, microwaves, refrigerators, cable/satellite TV, walk-in showers, 24-hour security, and free parking significantly influences the customer experience. Moreover, the quality of service provided by guest houses plays a crucial role in customer satisfaction. However, this study had certain limitations, including its design and data collection methods. It is suggested that guest houses recognize and effectively manage service quality to ensure customer satisfaction and loyalty.