BackgroundFor this assignment, you are to develop a comprehensive digital marketing strategy for an organisation in the South African tourism industry. Your organisation should target one of South Africa's key tourism sectors$,$ such as adventure tourism, wildlife safaris, cultural and heritage tourism or coastal and marine tourism. Focus on attracting both domestic and international tourists, considering the unique attributes and selling points of your chosen sector. Question $1$ Objective: Develop a comprehensive digital marketing strategy for a real organisation within the South African tourism industry by applying the RACE model, the SOSTAC framework, enhancing UX on the organisation's website and justifying the necessity of a mobile app. Develop it creatively and professionally. Assume you will be submitting this as a digital marketing proposal to the tourism company &Beyond. Guidelines $1\mathrm{.}1$ Introduction $(5$ Marks$)$ Provide an overview of &Beyond organisation within the South African tourism sector $($adventure tourism, wildlife safaris, cultural and heritage tourism or coastal and marine tourism$).$ Make sure to provide proof of this organisation's existence. Explain the importance of digital marketing in promoting tourism. $1\mathrm{.}2$ Apply the RACE Model $(40$ Marks$)($Chaffey & Chadwick, Chapter $1)$ Reach $(10$ Marks$)$: For your chosen organisation, identify target audiences and identify and discuss online channels which you will use to reach the target audience. Focus on attracting both domestic and international tourists, considering the unique attributes and selling points of your chosen sector Develop strategies to increase visibility and drive traffic to the organisation's tourism website. Act $(10$ Marks$)$: Propose interactive elements to encourage engagement on &Beyondtourism website. Suggest ways to guide potential tourists through the decision $-$ making process on the organisation's tourism website. Convert $(10$ Marks$)$: Develop outline strategies to convert website visitors into customers. Discuss the use of conversion rate optimisation techniques for the organisation's tourism website. Engage $(10$ Marks$)$: Develop a plan to maintain and build relationships with customers post $-$ conversion. Propose methods to encourage repeat visits and positive word $-$ of $-$ mouth. Note: You are required to discuss each step and support your answer with practical evidence, e$.$g$.$ screenshots which must be referenced.