The advert of social media has transformed the way in which tourism businesses operate especially in the marketing of tourism services. One major tourism sector which has been influenced by social media is the accommodation subsector. Hospitality businesses are now compelled to adopt social networks for marketing purposes to keep pace with changes in consumer behaviour. Previous research has indicated that, although social media is a new phenomenon in marketing, hospitality businesses such as accommodation facilities have embraced it for marketing purposes and the usage varies from one country to another. Prior studies have also shown that social networks are now considered a major source of information for tourists and influence their decision making process. Evidence from the literature shows that little work has been done to investigate the effectiveness of social networks in marketing accommodation services in Sub-Saharan Africa. Studies on adoption and usage of social networks in the accommodation sector in South Africa and Zimbabwe are limited. This study was done to address these knowledge gaps identified in literature. The aim of this research was to determine the effectiveness of social networks in the marketing of accommodation services in South Africa and Zimbabwe. To achieve this, two literature chapters provided an in-depth discussion on social media marketing as well as the influence of these networks on tourists‟ decision-making process. For the empirical survey, the study used an electronic questionnaire which was mailed to South African accommodation establishments. The same questionnaire was hand delivered by field workers in Zimbabwe from June 2013 to July 2014. A total of 129 and 134 were completed from South Africa and Zimbabwe respectively. Factor analysis was used to identify the dominant factors influencing usage of social networks and their effectiveness. The dominant factors were further tested using t-test, chi-square test and effect sizes calculation. The results from t-test and effect sizes computation revealed that there was a statistically significant difference in both the usage of social networks and the effectiveness of social networks in the two countries. Chi-square tests results further revealed that accommodation establishments in both countries were not extensively utilising social networks for marketing purposes and social networks were effective marketing tool in the accommodation sector. The major challenges highlighted by most accommodation establishments from both countries were, time constraints, lack knowledge on the use social networks for marketing and lack of commitment to sustain social media marketing efforts. Power cuts were also another challenge for the Zimbabwean accommodation establishments. This study did not only present theoretical contributions to accommodation establishments but practical recommendations were also made. Based on the results, this study made the following invaluable contributions: firstly a social media marketing framework was proposed. This framework contributes to the body of literature that could be used for future references in the field of social media marketing. The framework provides some necessary steps that can be followed when implementing social media marketing not only by accommodation establishments but with other similar businesses. Secondly, the study addresses the gap in literature by providing evidence from a developing country‟s perspective on the usage and effectiveness of social networks an area which has received little attention in hospitality research. Findings of this study can be used as a future reference by other researchers in the field of social media marketing on the African continent. Lastly, the study also shed light on how social networks can be utilised to influence tourists‟ decision-making process. / PhD (Tourism Management), North-West University, Potchefstroom Campus, 2015

The advert of social media has transformed the way in which tourism businesses operate especially in the marketing of tourism services. One major tourism sector which has been influenced by social media is the accommodation subsector. Hospitality businesses are now compelled to adopt social networks for marketing purposes to keep pace with changes in consumer behaviour. Previous research has indicated that, although social media is a new phenomenon in marketing, hospitality businesses such as accommodation facilities have embraced it for marketing purposes and the usage varies from one country to another. Prior studies have also shown that social networks are now considered a major source of information for tourists and influence their decision making process. Evidence from the literature shows that little work has been done to investigate the effectiveness of social networks in marketing accommodation services in Sub-Saharan Africa. Studies on adoption and usage of social networks in the accommodation sector in South Africa and Zimbabwe are limited. This study was done to address these knowledge gaps identified in literature. The aim of this research was to determine the effectiveness of social networks in the marketing of accommodation services in South Africa and Zimbabwe. To achieve this, two literature chapters provided an in-depth discussion on social media marketing as well as the influence of these networks on tourists‟ decision-making process. For the empirical survey, the study used an electronic questionnaire which was mailed to South African accommodation establishments. The same questionnaire was hand delivered by field workers in Zimbabwe from June 2013 to July 2014. A total of 129 and 134 were completed from South Africa and Zimbabwe respectively. Factor analysis was used to identify the dominant factors influencing usage of social networks and their effectiveness. The dominant factors were further tested using t-test, chi-square test and effect sizes calculation. The results from t-test and effect sizes computation revealed that there was a statistically significant difference in both the usage of social networks and the effectiveness of social networks in the two countries. Chi-square tests results further revealed that accommodation establishments in both countries were not extensively utilising social networks for marketing purposes and social networks were effective marketing tool in the accommodation sector. The major challenges highlighted by most accommodation establishments from both countries were, time constraints, lack knowledge on the use social networks for marketing and lack of commitment to sustain social media marketing efforts. Power cuts were also another challenge for the Zimbabwean accommodation establishments. This study did not only present theoretical contributions to accommodation establishments but practical recommendations were also made. Based on the results, this study made the following invaluable contributions: firstly a social media marketing framework was proposed. This framework contributes to the body of literature that could be used for future references in the field of social media marketing. The framework provides some necessary steps that can be followed when implementing social media marketing not only by accommodation establishments but with other similar businesses. Secondly, the study addresses the gap in literature by providing evidence from a developing country‟s perspective on the usage and effectiveness of social networks an area which has received little attention in hospitality research. Findings of this study can be used as a future reference by other researchers in the field of social media marketing on the African continent. Lastly, the study also shed light on how social networks can be utilised to influence tourists‟ decision-making process. / PhD (Tourism Management), North-West University, Potchefstroom Campus, 2015

Since the advent of the Internet, the number of individuals and organisations using tools such as the World Wide Web and cell phones has increased, and is continuing to grow at a rapid pace. Social media has provoked fundamentally different ways of doing business, and organisations rapidly had to get on this social media bandwagon to stay up to date with the latest market trends and ahead of the competition. Although social media is already broadly used among South African businesses, the perception regarding the use of social media as a promotional mix element has not been investigated sufficiently in South Africa. The primary purpose of this study was therefore to determine the perception of star-graded accommodation establishments, operating in the Western Cape province of South Africa, regarding the use of social media as a promotional mix element. A broad and in-depth literature review was conducted on the use of social media and social media as a probable promotional mix element. An empirical study was conducted, in which data was collected from star-graded accommodation establishments operating in the Western Cape by means of a web-based (computer-assisted) self-administered questionnaire. A quantitative approach was followed in order to satisfy the research objectives of this study. The results of this research study indicate that social media is perceived to be an instrumental marketing element in star-graded accommodation establishments and can indeed be considered an element of the promotional mix. / Business Management / M. Com. (Business Management)

The South African hospitality industry, and more specifically the accommodation sector, is a booming industry within South African Tourism. Annually thousands of tourists, nationally and internationally, come to stay in accommodation establishments which offer a variety of services to guests (South Africa, 2009:499). What differentiates one accommodation establishment from another is the type and quality of service offered to guests. This service offered to guests can only be generated by manual labour, namely by employees. Front Office Employees in particular have direct and continual interaction with guests; Front Office Employees deliver the services required by guests and ultimately determine the satisfaction experienced by guests. A well–known saying goes "Happy workers make happy customers". The core of this saying is therefore that Front Office Employees, who experience a Quality of Work Life, will ultimately deliver exceptional service and lead the accommodation establishment to be more productive and more profitable. Quality of Work Life comprises a variety of life domains which need to be satisfied and fulfilled to result in an employer being happy. These life domains include Health and safety, Economic and family issues, Social issues, Esteem issues, Actualisation issues, Knowledge issues, Creativity and aesthetic issues, Feelings about the establishment, Management and Leisure issues. Satisfaction with these various life domains will therefore lead to a good Quality of Work Life and overall good Quality of Life being experienced. However, few studies have been conducted on the Quality of Work Life experienced within accommodation establishments and more specifically that of Front Office Employees. When employees experience a good Quality of Work Life, the accommodation establishment can expect various long–term advantages, such as higher employee productivity, lower turnover and absenteeism, increased loyalty and commitment towards the establishment and increased overall profitability. Hence in order to ensure accommodation establishments deliver excellent quality service to their guests and fulfil their needs entirely, it is essential to better understand the Front Office Employees who directly deal with the guests. This understanding can be gained by obtaining a clearer understanding of how Front Office Employees experience Quality of Work Life and the various life domains they are not satisfied with. By developing an in–depth knowledge of the Front Office Employee and how satisfied they are with their Quality of Work Life, greater satisfaction can be ensured, which will ultimately lead to the accommodation establishment being more productive and more profitable. The main goal of this study was to determine whether Front Office Employees are satisfied with their overall Quality of Work Life. In order to achieve this goal, the study comprises two articles. The research underpinning both of the articles was conducted at a specific South African resort group in June 2009 and a specific hotel group of South Africa in March 2010. A self–administrated questionnaire was distributed to the various units, according to an availability sampling method which focuses on respondents available and willing to fill in the questionnaire. A total of two hundred and ninety two (292) questionnaires were completed during the survey. From these questionnaires, data were obtained and results analysed. The first article was titled "Quality of Work Life: a comparative study of a resort group and hotel group Front Office Employees". The main purpose of this article was to determine whether Front Office Employees in the hotel group experience the same degree of Quality of Work Life as the resort group Front Office Employees. This article highlighted the importance of Front Office Employees, since they are the first and continual contact guests have with an accommodation establishment. These Front Office Employees therefore determine the type of service experienced by guests and the satisfaction they derive from it. In order for Front Office Employees to deliver quality service, the Front Office Employees should experience a Quality of Work Life. To achieve the objectives of this article, a Confirmatory Factor Analysis was first done to confirm the various life domains of Quality of Work Life as well as the various mean readings for each life domain. In addition to this, an independent t–test was performed to compare the Front Office Employees of the hotel group, with the resort group Front Office Employees with regard to how they experience their Quality of Work Life. The practical significance of the various life domains was determined in practice, by looking at the Cohen d–value. By means of the Confirmatory Factor Analysis it was determined that each life domain consisted of certain factors, ultimately leading to the concept of Quality of Work Life. With the comparison drawn between the hotel group Front Office Employees and the resort group Front Office Employees can it be accepted that the hotel group Front Office Employees are more satisfied with their Quality of Work Life than is the case with the resort group Front Office Employees. The life domains identified as having a practical visible difference effect in practice were determined. These results can therefore be utilized by human resource managers in accommodation establishments as areas on which to focus in order to improve the Quality of Work Life offered to Front Office Employees and thus the quality of service rendered to guests, which would then inevitably have an impact on the profitability of the establishment. The second article was titled "The effect of leisure life of hotel group Front Office Employees on their Quality of Work Life." The main purpose of this article was to determine the overall effect of leisure life, which is classified as one of the life domains of Quality of Work Life, on the various other life domains of Quality of Work Life. The life domain Leisure life had two factors which were identified by a confirmatory factor analysis. Once the factors had been confirmed, the relationship between Leisure life and the various other life domains were determined. The results of this research revealed that there is a relationship between leisure life and the other various life domains constituting Quality of Work Life. Hence the results are imperative for human resource managers of accommodation establishments, as the importance of leisure in Front Office Employees' lives as well as the various other life domains on which it has an impact have been indicated. Overall, the research revealed that Front Office Employees of the hotel group are more satisfied with their Quality of Work Life than is the case with the Front Office Employees of the resort group. Furthermore, the importance of Front Office Employees' leisure life was indicated by the relationship it has with the various other life domains, ultimately leading to a Quality of Work Life. This newly obtained knowledge of Front Office Employees of accommodation establishments can be applied by human resource managers in an effort to ensure that these employees experience a good Quality of Work Life which will lead the accommodation establishment to be more productive, efficient and profitable due to happier employees. / Thesis (M.A. (Tourism))--North-West University, Potchefstroom Campus, 2011.

The South African hospitality industry, and more specifically the accommodation sector, is a booming industry within South African Tourism. Annually thousands of tourists, nationally and internationally, come to stay in accommodation establishments which offer a variety of services to guests (South Africa, 2009:499). What differentiates one accommodation establishment from another is the type and quality of service offered to guests. This service offered to guests can only be generated by manual labour, namely by employees. Front Office Employees in particular have direct and continual interaction with guests; Front Office Employees deliver the services required by guests and ultimately determine the satisfaction experienced by guests. A well–known saying goes "Happy workers make happy customers". The core of this saying is therefore that Front Office Employees, who experience a Quality of Work Life, will ultimately deliver exceptional service and lead the accommodation establishment to be more productive and more profitable. Quality of Work Life comprises a variety of life domains which need to be satisfied and fulfilled to result in an employer being happy. These life domains include Health and safety, Economic and family issues, Social issues, Esteem issues, Actualisation issues, Knowledge issues, Creativity and aesthetic issues, Feelings about the establishment, Management and Leisure issues. Satisfaction with these various life domains will therefore lead to a good Quality of Work Life and overall good Quality of Life being experienced. However, few studies have been conducted on the Quality of Work Life experienced within accommodation establishments and more specifically that of Front Office Employees. When employees experience a good Quality of Work Life, the accommodation establishment can expect various long–term advantages, such as higher employee productivity, lower turnover and absenteeism, increased loyalty and commitment towards the establishment and increased overall profitability. Hence in order to ensure accommodation establishments deliver excellent quality service to their guests and fulfil their needs entirely, it is essential to better understand the Front Office Employees who directly deal with the guests. This understanding can be gained by obtaining a clearer understanding of how Front Office Employees experience Quality of Work Life and the various life domains they are not satisfied with. By developing an in–depth knowledge of the Front Office Employee and how satisfied they are with their Quality of Work Life, greater satisfaction can be ensured, which will ultimately lead to the accommodation establishment being more productive and more profitable. The main goal of this study was to determine whether Front Office Employees are satisfied with their overall Quality of Work Life. In order to achieve this goal, the study comprises two articles. The research underpinning both of the articles was conducted at a specific South African resort group in June 2009 and a specific hotel group of South Africa in March 2010. A self–administrated questionnaire was distributed to the various units, according to an availability sampling method which focuses on respondents available and willing to fill in the questionnaire. A total of two hundred and ninety two (292) questionnaires were completed during the survey. From these questionnaires, data were obtained and results analysed. The first article was titled "Quality of Work Life: a comparative study of a resort group and hotel group Front Office Employees". The main purpose of this article was to determine whether Front Office Employees in the hotel group experience the same degree of Quality of Work Life as the resort group Front Office Employees. This article highlighted the importance of Front Office Employees, since they are the first and continual contact guests have with an accommodation establishment. These Front Office Employees therefore determine the type of service experienced by guests and the satisfaction they derive from it. In order for Front Office Employees to deliver quality service, the Front Office Employees should experience a Quality of Work Life. To achieve the objectives of this article, a Confirmatory Factor Analysis was first done to confirm the various life domains of Quality of Work Life as well as the various mean readings for each life domain. In addition to this, an independent t–test was performed to compare the Front Office Employees of the hotel group, with the resort group Front Office Employees with regard to how they experience their Quality of Work Life. The practical significance of the various life domains was determined in practice, by looking at the Cohen d–value. By means of the Confirmatory Factor Analysis it was determined that each life domain consisted of certain factors, ultimately leading to the concept of Quality of Work Life. With the comparison drawn between the hotel group Front Office Employees and the resort group Front Office Employees can it be accepted that the hotel group Front Office Employees are more satisfied with their Quality of Work Life than is the case with the resort group Front Office Employees. The life domains identified as having a practical visible difference effect in practice were determined. These results can therefore be utilized by human resource managers in accommodation establishments as areas on which to focus in order to improve the Quality of Work Life offered to Front Office Employees and thus the quality of service rendered to guests, which would then inevitably have an impact on the profitability of the establishment. The second article was titled "The effect of leisure life of hotel group Front Office Employees on their Quality of Work Life." The main purpose of this article was to determine the overall effect of leisure life, which is classified as one of the life domains of Quality of Work Life, on the various other life domains of Quality of Work Life. The life domain Leisure life had two factors which were identified by a confirmatory factor analysis. Once the factors had been confirmed, the relationship between Leisure life and the various other life domains were determined. The results of this research revealed that there is a relationship between leisure life and the other various life domains constituting Quality of Work Life. Hence the results are imperative for human resource managers of accommodation establishments, as the importance of leisure in Front Office Employees' lives as well as the various other life domains on which it has an impact have been indicated. Overall, the research revealed that Front Office Employees of the hotel group are more satisfied with their Quality of Work Life than is the case with the Front Office Employees of the resort group. Furthermore, the importance of Front Office Employees' leisure life was indicated by the relationship it has with the various other life domains, ultimately leading to a Quality of Work Life. This newly obtained knowledge of Front Office Employees of accommodation establishments can be applied by human resource managers in an effort to ensure that these employees experience a good Quality of Work Life which will lead the accommodation establishment to be more productive, efficient and profitable due to happier employees. / Thesis (M.A. (Tourism))--North-West University, Potchefstroom Campus, 2011.

Since the advent of the Internet, the number of individuals and organisations using tools such as the World Wide Web and cell phones has increased, and is continuing to grow at a rapid pace. Social media has provoked fundamentally different ways of doing business, and organisations rapidly had to get on this social media bandwagon to stay up to date with the latest market trends and ahead of the competition. Although social media is already broadly used among South African businesses, the perception regarding the use of social media as a promotional mix element has not been investigated sufficiently in South Africa. The primary purpose of this study was therefore to determine the perception of star-graded accommodation establishments, operating in the Western Cape province of South Africa, regarding the use of social media as a promotional mix element. A broad and in-depth literature review was conducted on the use of social media and social media as a probable promotional mix element. An empirical study was conducted, in which data was collected from star-graded accommodation establishments operating in the Western Cape by means of a web-based (computer-assisted) self-administered questionnaire. A quantitative approach was followed in order to satisfy the research objectives of this study. The results of this research study indicate that social media is perceived to be an instrumental marketing element in star-graded accommodation establishments and can indeed be considered an element of the promotional mix. / Business Management / MCOM (Business Management)

Since the advent of the Internet, the number of individuals and organisations using tools such as the World Wide Web and cell phones has increased, and is continuing to grow at a rapid pace. Social media has provoked fundamentally different ways of doing business, and organisations rapidly had to get on this social media bandwagon to stay up to date with the latest market trends and ahead of the competition. Although social media is already broadly used among South African businesses, the perception regarding the use of social media as a promotional mix element has not been investigated sufficiently in South Africa. The primary purpose of this study was therefore to determine the perception of star-graded accommodation establishments, operating in the Western Cape province of South Africa, regarding the use of social media as a promotional mix element. A broad and in-depth literature review was conducted on the use of social media and social media as a probable promotional mix element. An empirical study was conducted, in which data was collected from star-graded accommodation establishments operating in the Western Cape by means of a web-based (computer-assisted) self-administered questionnaire. A quantitative approach was followed in order to satisfy the research objectives of this study. The results of this research study indicate that social media is perceived to be an instrumental marketing element in star-graded accommodation establishments and can indeed be considered an element of the promotional mix. / Business Management / M. Com. (Business Management)