College of Agriculture and Environmental Sciences / M. Sc. (Environmental Management)

M.A. / Integrated marketing communications has developed . in response to the fragmentation of old rules and realities within global marketing. Client sovereignty rules the marketplace of the nineties and coupled with this, we are entering into an information era where technology is the buzz word. The need for dialogue between organisations and their customers, in order to realise customer needs, resulted in the development of relationship marketing. Through this, organisations created added-value for their products and services to establish product differentiation within a product parity environment. One of the best means whereby an organisation can create product differentiation and positioning, is by establishing perceived service quality. South Africa wants to ensure a more stable economy. For this reason the successful functioning of the tourism industry in South Africa is of the utmost importance in order to stimulate the influx of foreign exchange and to create more job opportunities. The best way to create this is to institute a more sensitive service orientation and therefore this study examines the client services of the South-African tourism industry, with specific reference to the Kruger National Park. Due to the technology explosion and the information era that currently being experienced, terms such as niche marketing and mass-customisation are of paramount importance. Customers personal needs are being recorded and their products and services designed accordingly. This progression produced a strong competitive edge for organisations because of the higher perceived service quality. An organisation's quality image is the function of its ability to consistently meet or conform with their customer's expectations. Consistent quality could lead to customer loyalty that is essential for a service suppliers long-term profitability and survival. For the purposes of this study the SERVQUAL-instrument was used, to measure service quality. Although there are various other instruments to measure service quality, the author noticed that the complexity of the term service quality is causing a lot of problems and many a researcher is still struggling to conceptualise and operationalise it. In the search for the best suited measuringinstrument, the researcher realised the importance of defining service quality in the most understanding and measurable ways possible. Considering this knowledge the author is of the opinion that the SERVQUAL-instrument would describe service quality the best within this context. Within the context of this study the SERVQUAL was used to determine the service quality of the Kruger National Park as perceived by their foreign visitors. The results of the research suggested that die service quality of the Kruger National Park did not meet their customer's expectations.

The uniqueness of the wildlife and the luxurious nature of South African private game reserves could be seen as a valuable niche in the South African tourism market and for this reason make South Africa a desired destination. Due to complex visitor needs and demands regarding price, service, social connection, authenticity, quality or image, value perceptions will differ in terms of visitors’ experiences. If managers do not understand these value requirements, differences might exist between consumers’ and service providers’ perceptions of value. To maintain visitor satisfaction, loyalty and intention for return to the reserves, managers should continue to provide valued offerings and improve their visitors’ wildlife experience. This research investigated visitors’ perceptions of the value delivered by private game reserves in South Africa and compared these with reserve managers’ perceptions of the value delivered. The results of this research study could contribute to a better understanding of perceived value, which in turn could enhance the success of the private game reserves. The literature contextualised the South African private game reserve as part of wildlife tourism, the wildlife tourism offering and the characteristics of wildlife visitors. An overview of customer value, customer value models showing their development over time, and the conceptual framework of the current study was provided. The resulting conceptual model was used to evaluate managers’ and visitors’ perceptions of Quality, Monetary price, Behavioural price, Reputation, Emotional response, Social value and Novelty value delivered by South African private game reserves. The empirical data was collected by means of a survey, using two structured self-administered electronic questionnaires administered to the managers of, and the visitors to, private game reserves. One hundred and sixty two visitors and 30 managers participated in the survey. By performing exploratory factor analysis it was found that the seven value factors were consistent with the value dimensions reported in the literature. These were labelled as Quality, Emotional response, Monetary price, Reputation, Novelty value, Social value and Behavioural price. Most of managers’ perceptions of value provided exceeded visitors’ perceptions of value received. Both managers and visitors rated value items related to Emotional response highly. Considerably more managers (17 percent) thought that the reserve experience can be associated with good service, opposed to only 4 percent of visitors who perceived the service to be good. On the other hand, a larger proportion of visitors (29%) than the managers (20 percent) perceived the reserve experience as relaxing. Managers rated eleven of the thirteen game reserve attributes more positively than what the visitors did. Of these attributes, accommodation services, protection of the natural environment, game drives and service delivery, showed significant differences. It is recommended that South African private game reserve managers: • conduct market research to get a better understanding of what delights visitors. Research should be conducted on a regular basis to ensure management stays current with visitors’ changing needs; • determine whether the prices charged reflect the quality of the physical offerings, service delivery and the time and effort visitors spent to obtain the offering; • use the adventurous activities offered at the reserves as part of their promotional campaigns to attract adventure tourists; • train service delivery staff and game drive guides to educate visitors on the history, culture and eco-friendly practices related to their reserve; • always deliver superior service to ensure memorable wildlife experiences, value for money and exceed visitors’ expectations; • continue using websites, social media and magazines to inform the target market about the reserve offerings; and • stay in regular contact with visitors through social media, newsletters, blogs, follow up emails/calls or face to face discussions at the reserve.

Thesis (M. Dev.) -- University of Limpopo, 2007 / The main purpose of this study was to investigate the benefit of tourism development in Thulamela Municipality with specific reference to Mphaphuli Nature Reserve and Phiphidi Waterfalls. It was found out that the two tourist areas had great potential for tourism growth. In this study tourism was considered as an industry that had positive impacts on the quality of life a nation, province and the host community. Tourism was seen as an industry that provided employment opportunities, increased incomes and spread development. Three benefits of tourism development were mentioned in this study. The economic benefits such as employment, income etc was found to be real since there were people who were employed in these tourist areas whose quality of life changed because of tourism development. The other benefit was the environmental benefit which resulted into the conservation of nature. The social benefit of tourism development was shown to be a manner in which tourism effects changes in collective and individual value systems, behavior patterns, community structures, lifestyle and the quality of life. For the success of this study, the researcher had to decide on the research design and methodology to be employed in the study. The researcher decided on the target population from which a stratified random sampling was used to get the respondents. The research design employed in this study was the qualitative one. The research methods used to collect data were the observation and interviews. A form on which to record the field notes during observation was designed. Three types of interview questionnaires were prepared to collect data. The collected data was then analyzed. From the data collected through observation and interview, the researcher started with data analysis process. It was found that tourism development, if well fostered, can lead to economic, environmental and social benefits. There were people that were employed in these tourist areas and this improved their quality of life. Several recommendations about the critical issues raised during the study were made / Limpopo Agro-Food Technology Station (LATS) and Technology Innovation Agency (TIA)

Everywhere in the world, an increasing number of entrepreneurs are becoming the pillars of economic growth and development. New venture start-ups are a vital contributing factor for any economy as well as to the tourism industry. It creates employment opportunities, involves many stakeholders and contributes to sustainable development. This exploratory research sought to investigate the barriers and constraints facing tourism entrepreneurs. It focuses on the perceptions of tourism entrepreneurs in Gauteng and Mpumalanga. Survey research was used to gather data for the study by questionnaires distributed to entrepreneurs in the Gauteng and Mpumalanga provinces. The literature study reviews the history of tourism, the role of the Government and their involvement in tourism. Other role players in tourism are also considered. The structure of tourism in South Africa, functions and initiatives of various role players as well as policy regarding tourism are discussed. The national tourism targets and size are analysed including national and international tourism forecasts. The study investigates opportunities that exist in tourism. Furthermore, it reviews concepts regarding entrepreneurship, small, medium and micro enterprises and the link between entrepreneurship and tourism. Clear problems, barriers and constraints facing tourism entrepreneurs are identified through factor analysis. The three major factors include Government policies and support, the tourism industry’s products and services and perceptions about South Africa. The item analyses that were conducted support the findings of the factor analysis. Possible limitations of the study and further areas for research are identified. Various recommendations are made to guide current and prospective tourism entrepreneurs. The research will not only be of value to entrepreneurs, small, medium and micro enterprises, but also to the tourism industry. Sustainable tourism development in South Africa can only be achieved through recognition that the Government, the public and the private sector, host communities and the natural environment are interdependent stakeholders in a complex tourism domain. No single individual, agency or group can resolve tourism issues by acting alone. The problems, barriers and constraints that tourism entrepreneurs face can only be rectified if all role players in tourism work together to reduce the impact of these problems, barriers and constraints. / Thesis (DCom (Business Management))--University of Pretoria, 2002. / Business Management / unrestricted

M. Tech. Tourism and hospitality Management / This research presents an analysis of the challenges faced by tourism suppliers in the township of Atteridgeville. Using a quantitative methodology, this descriptive study assesses 57 internal and external variables of 144 tourism suppliers (N=144) and their environment. Suppliers perceptions are analysed through various statistical tests including standard deviation, mean scores, Cronbachs Alpha, Chi-Square, and factor analysis. There were 12 factors that were identified crucial to respondents, of which 7 displayed an unacceptable reliability level. Additionally, relationships were identified between some internal and external variables.

Thesis (DPhil)--Stellenbosch University, 2005. / Three decades ago heritage tourism was virtually unknown as a tourism product and the only reference to the word ‘heritage’ was in the description of a legal process in a will by which a person received some or other form of inheritance. This formerly legal term has in recent times undergone a fundamental expansion and now includes almost any intergenerational exchange or relationship. A growing commercial heritage industry has now established itself by converting the past into products and experiences. One of the foremost vehicles in this process has been that of tourism. Tourism, in spite of its economic-generating capacity is not an homogenous industry and consequently does not necessarily feel compelled to subscribe to the standard principles governing sustainability. However, there is an increasing awareness in the formal tourism industry of the advantages of subscribing to these principles, if not for any other reasons than those related to good business practice. Tourists from around the world are increasingly demanding a more responsible tourism product that supports the conservation of the natural as well as the cultural environment. The conservation of cultural resources and the process of its conversion into tourism products can provide the impetus and the incentive necessary for reviving cultural identity. This in turn has the effect of creating a favourable developmental climate for new heritage tourism products which the market needs in its continuous search for innovation and diversification. The characteristics of South African tourism products are in line with global market trends for cultural heritage tourism and there is evidence of increased co-ordination of initiatives in this regard. South Africa has been singled out by the World Tourism Organisation in their Tourism 2020 Vision (WTO 1998) as one of six countries predicted to make great strides in the tourism industry during the period leading up to 2020. Whilst South Africa has tremendous advantages in the global tourism market, it also has some critical challenges. Foremost amongst these are a lack of capacity in some areas and its inability to consistently meet international standards in terms of product quality and service levels. In addition to these supply-related operational shortcomings, there is evidence that the state of the cultural heritage product does not entirely meet international standards. If South Africa is to conserve its cultural heritage (in the face of modern pressures, such as changing values occasioned by the rapid pace of urbanisation) the recognition of these important resources should be followed by strong national policies with appropriate structures to accommodate best practice in the sustainable management thereof.

Thesis (MA)--Stellenbosch University, 2003. / ENGLISH ABSTRACT: Poverty and unemployment are currently serious socio-economic problems in South Africa. One way of dealing with this problem is entrepreneurial development. Growth in the tourism sector, specifically in rural tourism, has increased substantially in South Africa in the last decade. Facilities, services and products offered by entrepreneurs are part of the South African tourism industry. This trend created a need for information concerning tourists' needs regarding products and services. The primary aim of this study was thus to investigate the needs of tourists regarding products and services which can lead to entrepreneurial development in a rural tourism setting. A literature review has been undertaken to provide an in-depth report concerning the literature that forms the theoretical basis for this study. Definition of relevant terms, the link between tourism and recreation and the positive and negative impacts of tourism were discussed. Rural tourism and sustainable tourism development were discussed next, followed by literature regarding the tourist, his/her shopping behavior and the importance of crafts. Employment generation, entrepreneurship, entrepreneurial development in tourism, entrepreneurial training and the link between entrepreneurship and crafts were also discussed. The geographical demarcation of the study was the rural town of Darling on the South African West Coast and the 15 km radius surrounding the town. This region is a popular tourist destination. Despite this, unemployment is still a serious problem. A situation analysis of the available facilities in Darling was done to determine which products, services and attractions the relevant businesses and artists of the area offer to tourists. The data analysis of the information that was gathered through document analysis and structured interviews showed that the area is popular with nature as well as culture lovers. To be able to determine the needs and compile a profile of the average tourist that visits a rural town like Darling. Tourists were approached to serve as respondents for the study. A sample was taken and the respondents completed self-administered questionnaires. Frequency and contingency tables were constructed to compile a tourist profile and to identify the needs of tourists visiting a rural region like Darling. On account of this data, shortcomings were identified between that which Darling offers and the needs of tourists. Recommendations were made concerning ways to address these shortcomings in a manner that can/may facilitate entrepreneurial development and at the same time use the existing facilities in Darling. The conclusions suggest that the businesses and artists involved in this study contribute towards tourism and to a certain extent satisfy tourists' needs. Respondents indicated, inter alia, a need for products that are unique to the area. In light of the fact that a typical "Darling product" was not identified in the situation analysis, this was found to be a particularly severe shortcoming. Recommendations were made to address the identified shortcomings by way of training programmes aimed at facilitating entrepreneurial development in Darling. / AFRIKAANSE OPSOMMING: Armoede en werkloosheid is wesenlike sosio-ekonomiese probleme in Suid-Afrika. Entrepreneuriese ontwikkeling is een manier om hierdie probleme aan te spreek. Groei in die toerismesektor, spesifiek in landelike toerisme, het in die laaste dekade in Suid-Afrika skerp toegeneem. Fasiliteite, dienste en produkte van entrepreneurs maak deel uit van die Suid-Afrikaanse toerismebedryf. Hierdie tendense het 'n behoefte geskep aan inligting oor toeriste se behoeftes aan produkte en dienste wat veral deur entrepreneurs aangespreek kan word. Die hoofdoelwit van die studie was dus om ondersoek in te stel na die behoeftes van toeriste aan produkte en dienste wat kan lei na entrepreneuriese ontwikkeling in 'n landelike toerisme-area. 'n Literatuuroorsig is gedoen om 'n indiepte verslag te lewer aangaande die literatuur wat 'n teoretiese onderbou vir die studie uitmaak. Relevante begripsomskrywings, die verband tussen toerisme en rekreasie asook die positiewe en negatiewe impakte van toerisme op gebiede wat besoek word, is bespreek. Landelike toerisme en volhoubare toerisme-ontwikkeling is in oënskou geneem en literatuur oor die toeris, sy/haar inkopiegewoontes en die belang van handwerkprodukte is ondersoek. Werkskepping, entrepreneurskap, entrepreneuriese-ontwikkeling in toerisme, entrepreneuriese opleiding en die verband tussen entrepreneurskap en die beoefening van handwerk is beredeneer. Die geografiese afbakening van die studiegebied sluit Darling, 'n landelike dorpie aan die Weskus van Suid-Afrika en 'n gebied binne 'n radius van 15 km om dié dorp in. Hierdie is 'n gebied wat baie toeriste lok, maar waar werkloosheid ook aan die orde van die dag is. 'n Situasie-analise van Darling se beskikbare fasiliteite is gedoen om te bepaal watter produkte, dienste en attraksies ondernemings en kunstenaars van die dorp en omgewing aan toeriste bied. Die data-analise van die inligting wat deur dokumentanalises en gestruktureerde onderhoude ingewin is, het getoon dat die gebied gewild is by natuursowel as kultuurliefhebbers. Ten einde in staat te wees om die behoeftes te bepaal asook 'n profiel saam te stel van die gemiddelde toeris wat 'n landelike gebied soos Darling besoek, is toeriste genader om as respondente vir die studie op te tree. 'n Steekproef is geneem en self-geadministreerde vraelyste is deur die respondente voltooi. Frekwensieen gebeurlikheidstabelle is opgestel om 'n toeristeprofiel saam te stel en om die behoeftes van toeriste wat 'n landelike gebied soos Darling besoek, te identifiseer. Na aanleiding van hierdie data is leemtes geïdentifiseer tussen dit wat Darling bied en die behoeftes van die toeriste. Aanbevelings is gemaak om hierdie leemtes aan te spreek op maniere wat entrepreneuriese-ontwikkeling kan/sal fasiliteer deur reeds bestaande fasiliteite in Darling te benut. Die bevindinge dui daarop dat die ondernemings en kunstenaars wat by die studie betrokke was, bydra tot toerisme en toeriste se behoeftes gedeeltelik aanspreek. Respondente het onder meer 'n groot behoefte aan produkte wat uniek aan die gebied is, aangedui. Aangesien daar nie 'n tipiese "Darling-produk" in die situasie-analise geïdentifiseer is nie, word dit as 'n groot leemte beskou. Aanbevelings is gemaak om die geïdentifiseerde leemtes deur middel van opleidingsprogramme wat entrepreneuriese ontwikkeling in Darling sou kon fasiliteer, aan te spreek.

Thesis (MA (History))--University of Stellenbosch, 2010. / ENGLISH ABSTRACT: Farm tourism is a fast growing industry in South Africa and internationally. It not only supplements farmers’ income, but can also contribute to social and economic developments in rural areas. Before farm tourism can be implemented it is important to evaluate a farm and its surrounding district to assess whether it can be a successful enterprise. Certain norms are applied in the process of assessment. An assessment was done of the farms Soutpan and Sewefontein, and also the districts of Calvinia and Nieuwoudtville. The location of the farms and surrounding areas were evaluated according to climate, ecology and geology. Tourist attractions on the farms and surrounding areas were also evaluated. The study offers a cultural historical perspective on farm tourism: the history of the farms and their owners is discussed, as well as the architecture with regard to style, the materials and building methods. Daily life and farm activities of the nineteenth and twentieth centuries are investigated. This includes aspects of intangible culture, such as word art (including place names and names of persons), as well as weatherlore. Tested against the system of norms, it would be possible to run a farm tourism industry on Soutpan, because there are several attractions to entice tourists to the farm. The Karoo topography and isolation of the farm will however not be acceptable to all tourists. A few of the farm buildings are derelict and extensive capital investment will be needed to repair them. Extensive marketing will also be necessary to successfully advertise and run the farm as a tourist venture. Sewefontein, on the other hand, complies to all the relevant norms and has already been established as a successful farm tourism enterprise. / AFRIKAANSE OPSOMMING: Plaastoerisme is in Suid-Afrika en in die buiteland ‘n snelgroeiende bedryf. Dit vul nie net die boer se inkomste aan nie, maar kan ook ‘n suksesvolle bydrae lewer tot die sosiale en ekonomiese ontwikkeling van plattelandse streke. Alvorens plaastoerisme bedryf word, is dit belangrik om ‘n waardebepaling van ‘n plaas en die omgewing waarin dit geleë is, te maak, om te bepaal of plaastoerisme suksesvol bedryf sal kan word. Dié waardebepaling word aan die hand van sekere norme gedoen. ‘n Waardebepaling van die plase Soutpan en Sewefontein en die Calvinia- en Nieuwoudtvilleomgewings is gedoen. Die ligging van die plase en die omgewing is geëvalueer ten opsigte van klimaat, plantegroei en geologie, terwyl toeriste-aantreklikhede op die plase en in die omgewing ook ondersoek is. Die studie bied ‘n kultuurhistoriese perspektief op plaastoerisme: die geskiedenis van die plase en hulle eienaars is bespreek, asook die argitektuur in terme van styl, boumateriaal en boumetodes. Die daaglikse lewe en plaasaktiwiteite van die negentiende en twintigste eeu is ondersoek. Dit sluit aspekte van geestelike kultuur soos volkswoordkuns (onder meer plekname en persoonsname) en volksweerkunde in. Getoets aan die normesisteem sou dit wel moontlik wees om plaastoerisme op Soutpan te bedryf aangesien daar heelwat aantreklikhede is wat toeriste daarheen sou kon lok. Die Karoo-topografie en afgesonderheid van die plaas sal egter nie by alle toeriste byval vind nie. Van die geboue op die plaas is reeds vervalle en groot kapitale inset en intensiewe bemarking sal nodig wees om plaastoerisme suksesvol te bedryf. Sewefontein voldoen goed aan die normesisteem en plaastoerisme kan, en word reeds, suksesvol daar bedryf.

Battlefield Tourism in South Africa is an increasingly important tourism product in northern KwaZulu-Natal. Rising visitor numbers to the famous Anglo-Zulu battlefields of Isandlwana and Rorke’s Drift over the past ten years have created certain challenges to the management of the area. Thanatourism is a form of Cultural Heritage Tourism that comprises visits to battlefields. Thanatourism sites often attempt to interpret sensitive events of the past. This requires management skills different to those needed by other heritage attractions. One of the issues faced by management is dissonance in heritage, which refers to dilemmas associated with reconciling the interests of rival groups with separate stakes in the development of controversial sites. This study attempts to investigate the level of dissonance present at the battlefields of Isandlwana and Rorke’s Drift and to identify ways of reducing it. A qualitative approach was applied to capture the different opinions of four major stakeholder groups as present in Seaton’s Force Field Model (2001): the subject groups (Zulu and British), visitor groups, owners/controllers of heritage and the host community. An ethnographic investigation combined with an analysis of the tourism situation on the battlefields revealed that the levels of dissonance between the stakeholders are much lower than expected. This is achieved through the prioritisation of heritage at provincial level, the balanced narratives of tour guides, increasing economic prosperity and the participation of the host community in heritage development. The findings imply that despite South Africa’s colonial and apartheid past, Isandlwana and Rorke’s Drift manage their dissonance successfully. It is suggested that in order to sustain this development, cooperation between tourism and heritage should be improved and the guiding environment should be more regulated and controlled. Also, new memorials on the battlefields have to be authentic and subject groups must be able to relate to them. / Dissertation (MPhil (Tourism Management))--University of Pretoria, 2007. / Tourism Management / unrestricted