A destination is often given its identity by its brand name, creating an image thereof in the customers’ minds which means that destinations exist not only physically but also mentally in the minds of people. Destination marketers play a role in the creation of the images of such destinations which is dependent on what the destination offers in its depth and breadth. Destination Marketing Organisations (DMOs) should be able to not only understand their destination’s offerings but also who they are targeting and how they should market the destination. DMOs have evolved to become more than mere destination information providers as considerable destination information is now created by fellow travellers which are shared via social networks. The most important change resulting from adopting the concept of social capital in the context of tourism would be that tourism scholars and DMOs become aware of the importance of resources obtained through an individual’s social interactions. Despite the fact that the town of George has a number of attributes it is able to market to potential visitors, it does however not automatically make it a desired destination. The main objective of this treatise is to determine what would give George its marketable destination identity which will be achieved by gaining an understanding of the local residents’ viewpoints of George and to measure them according to specific attributes which are carefully formulated in a survey questionnaire. This treatise aims to determine what George can do to create a destination identity and how such an identity can be applied in the successful marketing of George as a destination town. It is an exploratory quantitative study consisting of literature and case study components used to test proposed hypotheses. It aims to provide guidance to the destination marketers by way of researched literature on the topic of destination marketing as well as offer empirical data gathered from responses to a survey conducted with local residents of George which is focused on creating a destination identity through its business, cultural and sporting events. Based on the statistical analysis of the survey results it will be shown that a relationship exists between Destination Marketing and Events, Branding and Media,which plays a pivotal role in the successful marketing of such events and thereby the brand image of the destination. Based on the literature findings and the empirical data gained for this treatise it was shown that events can be used to create a new brand image for a town like George which already possesses a natural beauty and friendly people. Examples will be discussed where destinations throughout the world have managed to change their brand without changing their environment, from which they have gained a new destination brand. George can strategically convert what it already has to become the destination of choice in terms of intra-town activities and events which could not only enhance its own economy but also that of the surrounding towns. The geographic location of George and that of the Surrounding tourist attractive towns make it possible to design and implement intra-town events with relative ease. As found in researched literature, the residents should be made part of any destination marketing campaign. These events should be designed to incorporate the surrounding towns to capitalise on the concept of intra-town events where George becomes the main centre but uses outlying towns to lure tourist. Respondents to the survey indicate that they somewhat agree that George has sufficient infrastructure to host sports (μ = 3.77), cultural (μ = 3.61) and business events (μ = 3.88) and that hosting such events in George would create job opportunities. The responses for all three event types in this regard have a mean value above μ = 4. Respondents indicated that religious events are deemed the most important (mean value μ = 4.25) while also indicating that they agreed with a mean value of μ = 4.18 that entrance fees influence their decision to attend events. The empirical research conducted in George was designed to gain a representative viewpoint of its residents in terms of what they deem the identity of George to be, the main objective (ROM) of which was to determine what would give George its destination identity. The composite image of the residents of George was measured according to specific attributes which were carefully formulated in the survey.

Thesis submitted in partial fulfilment of the requirements for the degree Masters of Technology: Public Management in the Faculty of Business at the Cape Peninsula University of Technology / The focus of the study is the Eden District, George municipal area, Western Cape Province, South Africa, which was severely affected by the worst ever drought in 132 years from 2009-2011 (Bamford, 2009). The reduced rainfall impacted negatively on urban water supplies for the area. In 2009 the Member of the Executive Committee (MEC) for Local Government in the province requested that George Municipality draw up specific measures to be implemented when water resources (in dams and rivers) dropped to certain levels. Plans for possible future drought situations, periods of low rainfall, or insufficient raw water resources, have been done put in place for the needs of the residents of the focus area. The research problem of this study encompasses the assessment of the interventions put in place to address the shortage of water, particularly the implementation thereof, and the strategies and mitigations that contributed to the alleviation of the water shortage. The core objective of the research was to investigate the implementation of the water interventions (water restrictions) authorised to address the water shortages in George, in November 2009. This study employed a qualitative research approach where in-depth interviews were conducted with purposely selected individuals employed in the George Municipality Civil Engineering Services Department, and its Water Services and Disaster Department sections as they could provide first-hand information on the measures implemented to alleviate the problem and on the water shortage status. The research findings indicate that many short-term strategies provided a substantial reduction in overall water usage. The implementation of the strategies and mitigation measures were useful to the various departments in the George Municipality in tangible ways to help manage the water shortages. George Municipality should continue to market water restriction awareness to the public even though the George is no longer experiencing water shortages. The Municipality should adapt to deal with longer and more frequent periods of water shortages. Available tools (e.g. drought policy and by-laws) should be revised and adapted to establish appropriate measures under changing conditions.