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Studiens syfte är att undersöka hur Gaste som fenomen uppfattas av de aktiva där, samt samspelet mellan lärande, individer och kulturen där. Med hjälp av det som Vygotskij kallade sociokulturellt perspektiv, belyser vi hur dessa kategorier samspelar och skapas genom varandra. Genom kvalitativa intervjuer av de aktiva på platsen belyser studien hur de ser på Gastes kultur och de lärosituationer som uppstår på platsen. Studien synliggör hur viktiga de informella lärandesituationer som uppstår till vardags är för utveckling och lärande, både på kollektiv och individuell nivå. / This study aims to examine how the phenomenon Gaste is perceived by the actives there, and the interaction between learning, individuals and the culture there. Using what Vygotsky called socio-cultural perspective, we highlight how these categories interact and is created by another. Through qualitative interviews of the active on-site the study highlights how they see the culture of Gaste and the learning situations on the spot. The study reveals how important the informal learning situations that arise in everyday life is for learning and development, both on a collective and individual level.

The need for the study was prompted by discussions with my fellow photographers and friends that fewer people visited the Kruger National Park the last few years. Various reasons were given for it. I discussed it with Professors G. Puth and A. N. Schreuder, and members of the National Parks Board. Initially it was decided that a study should be done of why there was a decrease in the demand for accommodation in the Park, and how it could possibly be improved. Mr. P. Fearnhead and Professor A. N. Schreuder suggested that it would be better if a price sensitivity study should be done with a new computer program, namely conjoint analysis. This type of study has not been done in South Africa before. One of the major purposes of a conjoint analysis is to measure consumer preferences among competitive products and services. Basically it measures preferences of tourists by making trade-offs between five attributes and seventeen levels, and that consumers make complex decisions not on one factor alone but on several factors "jointly". Thus it was named conjoint analysis. Ranking a number of different combinations of attribute levels on a nine-point rating scale indicated their preferences. The results were then processed by a computer program, Conjoint Value Analysis (CVA), Version 2.0 system. They indicated their preferences by ranking a number of different combinations of attribute levels to give utility values for the attributes. Six representative camps (three large and three small ones) were used for a stratified sample of 428 respondents. The findings will give recommendations that can be used. AFRIKAANS : Die behoefte vir die studie is aangespoor deur gesprekke met my medefotograwe en vriende dat minder mense die Nasionale Kruger Wildtuin die laaste aantal jare besoek het. Veskeie redes is daarvoor gegee. Ek het dit met Professore G. Puth en A. N. Schreuder, en lede van die Nasionale Parkeraad bespreek. Oorspronklik is besluit dat 'n studie gedoen behoort te word oar hoekom daar 'n afname in die vraag vir akkommodasie in die Wildtuin was, en hoe dit moontlik verbeter kon word. Mnr. P. Fearnhead en Professor A. N. Schreuder het voorgestel dat dit beter sou wees indien 'n prysssensitiwiteit-studie met 'n nuwe rekenaarprogram, nl. gesamentlike analise ("conjoint analysis"), gedoen sou word. Hierdie tipe studie was nag nie voorheen in Suid-Afrika gedoen nie. Een van die hoof oogmerke van 'n gesamentlike analise is om verbruiksvoorkeure tussen mededingende produkte en dienste te meet. Basies meet dit voorkeure van toeriste deur kompromiee ("trade-offs") tussen vyf eienskappe en sewentien vlakke te maak, en dat verbruikers komplekse besluite maak nie oar een eienskap aileen nie, maar verskeie eienskappe gesamentlik ("jointly"). Daarom is dit gesamentlike analise ("conjoint analysis") genoem. Hulle voorkeure word gewys deur die toekenning van 'n rangorde aan 'n aantal veskillende kombinasies van eienskap-vlakke op 'n nege-punt skattingskaal. Die resultate is daarna deur 'n rekenaarprogram, Conjoint Value Analysis (CVA), Version 2.0 sisteem, verwerk. Hulle wys hulle voorkeure deur die toekenning van 'n rangorde van 'n aantal van verskillende kombinasies van eienskap-vlakke om nuttigheidswaardes vir die eienskappe te gee. Ses verteenwoordigende kampe (drie grates en drie kleintjies) is gebruik vir 'n gestratifiseerde steekproef van 428 respondente. Die bevindings sal aanbevelings gee wat gebruik kan word. / Dissertation (MCom)--University of Pretoria, 1999. / Marketing Management / MCom / Unrestricted

Text in both English and Afrikaans / Since the early 2000s, the tourism industry in South Africa has experienced phenomenal change and, concomitantly, the hospitality industry has also seen significant growth. This growth has been driven by factors such as the increased demand for hospitality in both the leisure and the business markets. The hotel industry has immensely been benefited. The Tourism Business Index’s report released quarterly by the Tourism Business Council of South Africa, indicating that the revenue received from each available room in the hotel sector increased significantly from 2009. Tourism research has revealed that, globally, the hospitality industry is among the largest employers of labour. The hospitality industry, especially the hotel sector, works hand in hand with tourism. Tourists traveling to a destination require accommodation which is generally provided by hotels. If the tourist is to have a good experience, it is vital that the tourist organisation and the hotel communicate so as to exchange information. Integrated marketing communication (IMC) has been described as a concept that many organisations adopt in order both to coordinate the operation of the organisation effectively and to increase the bottom line. In IMC, also creates synergy within an organisation and paves the way for consistent messages to be sent out to the organisation’s target audience. The aim of this study was to analyse the use of IMC by the View Boutique Hotel in Johannesburg, South Africa. To analyse the IMC at the hotel, in-depth interviews were conducted with both marketing staff and guests. In the aspect of planned messages, the outcome of the study revealed that the hotel uses marketing communication tools on a limited scale and, that to ensure message consistency the manager handles all external communication activities. However, the study also showed that ensuring message consistency should be the responsibility of everyone employed in the hotel. With regard to the product messages, the study showed that guests were negatively disposed towards the food, beverages, entertainment and recreation offered by the hotel. However, the service messages of the study indicated that the hotel’s service quality was good and that the staff were responsive to the needs of the guests. In respect of unplanned messages, the study showed that the hotel was receiving limited coverage from the media and that word of mouth communication was an effective tool in the hotel’s communication toolbox. On the whole, thus, it may be said that the study underscores the centrality of IMC as an instrument for creating and nurturing the relations between the hotel and its quests. It is anticipated that the outcome of this study should provide hotels such as the View Boutique Hotel with guidance in regard to utilising IMC to its full potential to make sure that there is message consistency and also to optimise communication impact. / Sedert die vroeë 2000's het die toerismebedryf in Suid-Afrika 'n merkwaardige verandering ondergaan, en daarmee saam het die gasvryheidsbedryf aansienlike groei getoon. Hierdie groei is aangevuur deur faktore soos die toenemende vraag na gasvryheid in die ontspannings- en sakemark. Die hotelbedryf het baie hierby gebaat. Volgens die besigheidsindeks vir toerisme wat kwartaalliks deur die Toerismebesigheidsraad van Suid-Afrika vrygestel word, het die inkomste uit elke beskikbare kamer in die hotelbedryf sedert 2009 aansienlik toegeneem. Navorsing oor toerisme het getoon dat die gasvryheidsbedryf wêreldwyd die meeste werk verskaf. Die gasvryheidsbedryf, en veral die hotelbedryf, gaan hand aan hand met toerisme. Toeriste wat na 'n bestemming reis het akkommodasie nodig wat oor die algemeen deur hotelle gebied word. Om te verseker dat toeriste positiewe belewenisse het, is dit kritiek dat toeriste-organisasies en hotelle kommunikeer om inligting uit te ruil. Geïntegreerde bemarkingskommunikasie word beskryf as 'n konsep wat baie organisasies aanneem om die bedryf van die organisasie effektief te koördineer en die netto wins te verhoog. Geïntegreerde bemarkingskommunikasie skep medewerking in 'n organisasie en baan die weg vir konsekwente boodskappe wat aan die organisasie se teikengehoor uitgedra word. Die doel van hierdie studie was om die gebruik van geïntegreerde bemarkingskommunikasie by die View Boutique Hotel in Johannesburg, Suid-Afrika, te ondersoek. In die ondersoek van die geïntegreerde bemarkingskommunikasie by die hotel is diepgaande onderhoude met bemarkingspersoneel en gaste gevoer. Ten opsigte van beplande kommunikasie het die studie bevind dat die hotel bemarkingskommunikasie-instrumente op beperkte skaal gebruik, en om te verseker dat die kommunikasie konsekwent is, hanteer die bestuurder alle eksterne kommunikasie-aktiwiteite. Die studie het egter ook getoon dat dit elke werknemer by die hotel se verantwoordelikheid is om konsekwente kommunikasie te verseker. Met verwysing na produkkommunikasie het die studie getoon dat die gaste negatief ingestel was oor die kos, drankies, vermaaklikheid en ontspanning wat by die hotel aangebied is. Die studie het egter bevind dat die diens by die hotel goed was en dat die personeel goed op die gaste se behoeftes gereageer het. Met betrekking tot ix onbeplande kommunikasie het die studie getoon dat die hotel beperkte dekking in die media geniet en dat mondelinge kommunikasie 'n doeltreffende instrument in die hotel se arsenaal is. Oor die algemeen kan daar gesê word dat die studie die sentraliteit van geïntegreerde bemarkingskommunikasie onderskryf as instrument vir die skep en uitbou van verhoudings tussen die hotel en sy gaste. Die resultate van hierdie studie behoort aan hotelle soos die View Boutique Hotel riglyne te bied oor hoe geïntegreerde bemarkingskommunikasie ten volle benut kan word om konsekwente kommunikasie te verseker, en om die impak van kommunikasie te optimeer. / Communication Science / M.A.(Psychology)