COMPETITIVE ADVANTAGE FOR BRAND POSITIONING: THE CASE OF SUN CITY IN SOUTH AFRICA

The Sun City holiday resort in South Africa offers a combination of various entertainment and relaxation opportunities as well as attractions and activities for different market segments. This study explored the linkages between resources, capabilities, and competitive advantage of Sun City holiday resort to evaluate the static or dynamic nature of its destination capabilities. A desk study and in-depth interviews with 10 business managers were conducted, and a content analysis established this destination's strategic resources and how these are combined to generate dynamic organizational capabilities from which Sun City derives its competitive advantage. Sun City competes in the tourism industry by pursuing strong branding and dominating a niche tourism market of resort vacationers, offering a rare package of so many experiences. If Sun City is to strive after new capabilities according to changing environments and markets, a strong brand that addresses the customer value position (many thrills and long-term memories) can help to attract repeated visitors, while fostering its brand promise of "Africa's kingdom of pleasure."