The application of internet marketing techniques has been widespread in the hospitality sector worldwide, with many hotels crafting websites for marketing purposes. However, there is still a debate and speculation on the impact of internet marketing on business performance and profitability. Given the well-recognised value of internet marketing in the hospitality and tourism industry, this study sought to examine the impact of internet marketing on the profitability of the hospitality sector in South Africa and to establish factors which influence internet marketing usage. In order to achieve these objectives, a perceptual survey was conducted in graded hotels and lodges in the Eastern Cape province of South Africa. Multiple linear regression analysis and hierarchical regression analysis were used to determine the relationship between internet marketing and business profitability as well as the relationship between organisational and environmental factors and internet marketing usage. Based on the findings of this study, it is concluded that the use of internet marketing can positively influence business profitability. It is also concluded that internet marketing experience moderates the relationship between internet marketing usage and business profitability. The results also indicate that factors such as technological competence, managerial support, level of star grading and alliances significantly influence internet marketing usage. Thus, from the findings of this study, it was concluded that hotels and lodges can enhance their profitability through internet marketing usage.

Thesis (M. Dev.) -- University of Limpopo, 2016 / The purpose of this study was to determine the community perceptions based on cost–benefit analysis approach to developing a tourism route. The Ehlanzeni District Municipality in the Mpumalanga Province is proposing the development of a new community-based tourism route in the Umjindi Local Municipality. The route will start from the R40 road gateway to Umjindi Local Municipality, it then stretches to Umjindi township, ending in Barberton town. The aim of a tourism route is brings together a variety of activities and attractions under a theme, and it develops opportunities of products and services. The literature review in the study is drawn from host communities’ perception on tourism development, South African and international perspective on cost–benefit analysis of tourism development. Routes are considered important because they promote local economic development. The impact of tourism development in a local society is demonstrated throughout this study. Through an analysis of the qualitative and quantitative data collected, it was found that community perceived the cost is less than what they will actually benefit from the development of the proposed tourism route. The community perceives that the costbenefit of the development of a tourism route is associated with issues of the economy, social, cultural and environment.

Department of Business Management / MPM

Increasingly, third-world countries are relying on ecotourism to boost their economies. Similar to other forms of tourism, ecotourism as a business initiative is perceived to contribute positively to economic development. However, tourism service providers generally do not deliver satisfactory services to ecotourists due to misunderstanding the segment’s needs and the customer traits. In emerging countries such as South Africa, which has a conducive economic environment for tourism businesses, some provincial departments such as the Limpopo Department of Economic Development, Environment and Tourism has set objectives to make the Limpopo province a preferred ecotourism destination. These have been propagated by service providers who passively participate in ecotourism yet claim to be ecotourism service providers. Moreover, the attitude of passiveness by service providers is derived from insufficient knowledge of the ecotourist. This set the foundation for the current study, which sought to provide detailed profiles of ecotourists in the Capricorn District Municipality in order to gain a clear understanding of the ecotourists visiting the Limpopo province. The study reviewed theoretical and empirical works conducted by tourism scholars. The study was developed on a descriptive research design and employed a quantitative approach. It made use of self-administered questionnaires with a sample of 295 participants selected from tourism establishments and attractions in the region, utilising convenience and purposive sampling methods respectively. The Statistical Package for Social Sciences version 24 and Microsoft Office Excel was used to analyse the data. Descriptive statistics, factor analysis, cluster analysis and Chi-square tests were conducted to analyse the data of the study. The findings revealed demographic, psychographic and behavioural descriptors associated with the ecotourists in the Capricorn District Municipality. In addition, information sources preferred by ecotourists in the Capricorn District Municipality were identified. It is envisaged that the findings of the study will be of value to ecotourism service providers as they will provide a sound understanding of ecotourists and thereby help to deliver satisfactory ecotourist experiences. This will ultimately provide valuable input for the planning of the Limpopo Department of Economic Development, Environment and Tourism in promoting the Limpopo province as a preferred ecotourism destination in South Africa.

B.Tech. (Department of Tourism and Hospitality Management, Faculty of Human Sciences), Vaal University of Technology / The primary objective of this study was to investigate the relationship between marketing effectiveness and the marketing mix of guesthouses in the Vaal Region. This goal was achieved by firstly exploring the application of marketing and marketing effectiveness in the tourism industry through a literature study. Based on the literature study a questionnaire was developed and a survey conducted to analyse the marketing mix as well as marketing effectiveness of guesthouses and the relationship between these two as possible factors influencing both. Marketing is a very important management function in any business. It is a process focused on matching the right customer with a certain product or service in order to satisfy their wants and needs. Marketing can create a competitive advantage for organisations which influences the success and longterm profitability of the organisation. The marketing approach for small organisations differs from that of larger organisations due to limited resources, lack of specialist expertise and a limited impact in the marketplace. Smaller organisations such as guesthouses seem to handle marketing in a more informal and unstructured manner and thereby underestimating the value and role of marketing. Marketing is directly influenced by the application of the four Ps, namely product, price, place and promotion. The planning and application of the four Ps, however, contributes to successful marketing. The question is whether guesthouse owners realise this. Research was undertaken at the guesthouses in the Vaal Region to determine the relationship between the marketing mix and marketing effectiveness through the eyes of the consumer, since they need to react to the marketing material. A total of 500 questionnaires were distributed of which 451 were completed by the visitors. v Firstly, the data was used to compile tables and graphs to interpret the descriptive data: demographic profile of respondents, travel preferences of respondents, a descriptive view of the marketing mix elements and the effectiveness of marketing for guesthouses. Secondly, by means of a factor analyses, the marketing mix elements were grouped according to price, place, product, promotion (advertising) and promotion (contact), and the marketing effectiveness elements were grouped according to quantity control and quality control. Product was found to be the most important element of the marketing mix and quality control was found to be the most important element of marketing effectiveness. Thirdly, no significant differences were found on the marketing mix elements and the marketing effectiveness factors and gender and marital status. The spearman rank order correlations revealed that older people consider product as a marketing mix element to be less important. Frequent travellers consider promotion (advertising), promotion (contact) and quality control to be less important. Lastly, definite correlations were found between the marketing mix elements and the marketing effectiveness factors. This implies that even smaller guesthouses should implement the marketing mix elements which can assist in improving the marketing effectiveness of the guesthouse. Guesthouses will yield better results when implementing the marketing mix effectively. This study contributes to the information that already exists concerning the marketing mix and marketing effectiveness but more in terms of the relationship between the two.

This study arises from a preliminary environmental impact assessment of a proposal by the Natal Parks Board to develop a 200 bed ecotourism facility at Cathedral Peak in the Natal Drakensberg Park. The author of this study was one of a team of five postgraduate students1 from the Department of Environmental and Geographical Science at the University of Cape Town, hereafter referred to as the Masters Group, commissioned to undertake this assessment by the Natal Parks Board (NPB) in January 1995. The preliminary environmental assessment included a scoping exercise to identify all Interested and Affected Parties (I&APs), as well as a socio-economic survey to identify potential positive and negative impacts of the proposed development on neighbouring communities. In addition, this social investigation served to identify opportunities for community involvement in the project, both in the construction and post-construction phases. The complete terms of reference for this preliminary environmental assessment are contained in Attachment 1.

A dissertation of limited scope submitted to the Faculty of Arts in partial fulmment of the requirements for the course-work degree of Masters of Recreation and Tourism in the Centre for Recreation and Tourism at the University of Zululand, South Africa, 2003. / Dukuduku forest is one of the largest remaining stretches of coastal sand forest in South Africa More than 10 000 illegal squatters have invaded the forest and chopped down the trees and undergrowth in the area. This has created many problems such as extinction of some plant and animal species. The cleared areas have become breeding grounds for mosquitoes, which in turn scares off the tourists from the area. The invasion of this indigenous forest has led to it being excluded from being part of St Lucia Wetland Park, which has recently acquired the status of being a World heritage site. Pursuant to problems associated with St Lucia Wetland Park and the neighbouring natural forest, the objectives of this study include the following: • To discover the impact of subsistence farming and informal settlement on the Dukuduku Forest as a tourist resource. • To identify activities the Dukuduku Forest dwellers are engaged in which may be a direct cause of the destruction of the natural forest S • To reveal forest management options that may be taken to save the natural forest from devastation. • To distinguish tourism related benefits, which are associated with the Dukuduku Forest reserve. • To indicate the extent to which the local community participates in the management of the forest The collection of data was achieved through the survey questionnaires and field observations in the study area. Residents of the forest and principals of five schools in the forest were interviewed. Person-to-person interviews were conducted with the resettlement project manager. The study revealed that more and more people still invade the forest. They include fugitives who have committed a number of illegal acts, refugees from violence-ridden areas, immigrants from Mozambique and many unemployed and homeless folk. Attempts to resettle the Dukuduku forest dwellers have so far not been a success, but the government is still trying to resolve the issue. Loosing Dukuduku natural forest will be a huge blow to South African tourism since the forest is a natural resource for leisure and an aesthetic potential to attract tourists.

M. Tech. (Department of Tourism and Hospitality Management, Faculty of Human Sciences), Vaal University of Technology. / Tourism is poised to play a greater role than ever before in terms of job creation, empowerment and economic growth, both on the global stage and in South Africa. In 2011, the tourism sector worldwide supported 258 million direct, indirect and induced employment opportunities. Community participation should be considered necessary to obtain community support, and the acceptance of tourism development projects, in addition, helps to ensure that the benefits (employment and/or entrepreneurships) are related to the local community’s needs. The main aim of the current study was to analyse the local communities’ perceptions of the role and benefits of tourism in the protected areas concerned. The analysis was approached on the basis of surveying the local communities concerned. The quantitative approach adopted as the chosen research method ensured that the required descriptive statistics could be derived from the research material available. A non-probability sampling approach was used to collect the data involved. The study was conducted in two villages, Ka-Mhinga and Ka-Matiani, adjacent to the Kruger National Park. Based on the results obtained, the surveyed community members of Ka-Mhinga and Ka- Matiani were found to share similar perceptions regarding the broader communities’ participation in, and decision-making control of the tourism operations in the area. The female participants agreed significantly more strongly than did the male participants concerning which aspects impeded an appreciation of the benefits of tourism. Such agreement probably indicates that the female participants perceived themselves as being worse affected by tourism than were the male participants. The participants from the two villages who perceived themselves as being excluded from the managerial decisions taken agreed significantly more strongly with the exclusion factor than the participants who perceived themselves as having been included in the managerial decisions taken regarding the protected areas. The results obtained in the present study indicate that the communities from the two villages receive minimal benefits from tourism. Some of the residents noted that they were not in receipt of what they had been promised when the Kruger National Park opened. The participants from the above-mentioned villages agreed that the locals were not employed in the protected area, and that the tourism goods which were sold at the Punda Maria information centre were not produced by the local residents, as well as that the Park’s management were influenced by nepotism in their employment of workers. The study concluded that an education and training budget should be provided by both the government and the protected areas. The involvement of the communities adjacent to the Kruger National Park in tourism planning would be likely to promote their participation in, and their beneficiation from, tourism. The community residents of Ka- Mhinga and Ka-Matiani should form part of the related control processes and decisio-nmaking, so as to improve the level of benefits obtained from tourism, which would enable them to enjoy the benefits of the Kruger National Park. Despite the study revealing the benefits of tourism gleaned by the two villages, engaging in an increased number of initiatives is likely to elicit even more benefits, with all the investors participating in the operation, execution, monitoring, and management of tourism activities as a form of collaboration.

Thesis (M.Sc. (Geography)) -- University of Limpopo, 2022 / Various studies have indicated problems of water pollution in South Africa, with some of them highlighting the high concentrations of chemical pollutants in the Loskop Dam. These reports show how pollution in the dam has affected aquatic life and poses a health risk. However, limited studies have been conducted on the impact of declining water quality on tourism in Loskop Dam. These studies focus more on the ecological aspect of the dam. Therefore, the main objective of the current study is to explore how tourism is affected by the declining water quality in Loskop Dam by examining the impacts of water pollution on the tourism sector linked to Loskop Dam and associated socio-economic effects. A questionnaire-based survey was conducted to collect information from small and medium-scale enterprises (SMEs) employees and freshwater tourists, and interviews were conducted with SME managers to get more information on tourism activities, water pollution in Loskop Dam, as well as information on the impacts of decreased water quality. The outcome is that a decrease in water quality affects tourism negatively, inclusive of recreational activities, business operations, and subsequently having a negative social and economic impact on Loskop visitors and employees. / National Research Foundation (NRF)

M. Tech. (Department of Tourism and Hospitality Management, Faculty of Human Sciences) Vaal University of Technology. / Tourism is regarded as a global phenomenon in the 21st Century and is the world’s largest and fastest growing industry. Many countries globally look at tourism as a key driver for economic growth and rescue to their economic slumber (Brida, Lanzilotta, Moreno & Santiñaque 2018:62). In South Africa, tourism contributed immensely to total employment and economic activity in the country and the government sees this industry as a great resource, the country’s strategy for expansion and a possible vehicle to take South Africa into a new economic trajectory. The National Department of Tourism developed the National Tourism Sector Strategy (NTSS 2016-2026) to facilitate the growth of this industry. As a result, direct tourism performance is measured on an ongoing basis against the goals set for South Africa of which two of the performance measures are length of stay and direct spend (NTSS 2019). These two are important because if visitors stay for longer periods at a destination, their spending increases as they partake in more tourism activities and pay for accommodation. This in turn increases the value attached to tourism as an engine for economic growth (SA Tourism 2007:59). Tourists’ spending and length of stay are therefore very important variables in the tourism industry as they contribute immensely to the economic value of tourism to specific destinations (Wong, Fong, & Law, 2016:958; Wang, Fong, Law & Fang 2018:472; Montañoa, Rossellób & Sansób 2019:112). Length of stay and average spend per day by tourists are fluctuating for South Africa as a tourism destination (SAT 2009-2018). The growth of both these variables has also been small over a period of ten years. These fluctuations and slow growth exert pressure on the tourism industry (SAT 2005-2018) and therefore annually form part of the strategic objectives of the National Department of Tourism (NTSS 2019). An in-depth analysis of these two variables is lacking and understanding the factors influencing these two variables within a South African context is of paramount importance to improving the economic value of tourism to the country. Although the factors influencing the two variables have been widely researched, these cannot be stereotyped to all destinations as they are destination specific (Barros & Machado 2010:693; Gemara & Correiab 2018:56) and these have not been analysed in the context of South Africa as a tourism destination. Though fluctuating patterns and slow growth on tourists’ length of stay and spending in South Africa is evident and is a cause of concern, the real problem here is lack of in-depth information on factors which influence these two key variables from a South African perspective. Even though South African Tourism have placed length of stay and spending of tourists as key strategic variables that need to be closely monitored and improved it needs action from the South African context. Once these factors are known, only then can South African Tourism be able to condition them positively for the benefit of the country’s economy. This research therefore sought to explore the factors influencing the stay duration and spending behaviour of international air tourists to South Africa and how these factors can be developed to increase tourists’ length of stay and spending in South Africa. Hence the aim of this research was to identify and analyse factors that influence length of stay and spending behaviour of international tourists reaching South Africa by air and in both cases, attention was given to the intrinsic and extrinsic contributing factors. Literature was reviewed on tourists’ travel behaviour by means of an in-depth discussion of travel motivations in general and travel motivations to South Africa specifically, tourists’ decision-making process, type of holiday decisions tourists makes, and the factors that influence these tourists’ decisions. The composition of the total tourism product was also analysed as this has an influence on tourists’ travel behaviour. This was followed by a comprehensive analysis of literature concerning tourists’ spending behaviour and visitors’ length of stay, which form the pith of this study. The analysis focused on the definition of concepts such as tourists’ length of stay and spending behaviour, the importance of length of stay and spending behaviour of tourists in tourism, how tourism spending is measured, how tourism expenditure data is gathered, what constitutes tourism spending/expenditure and lastly the factors which influence tourists’ length of stay and spending behaviour. A quantitative paradigm in the form of a sample survey was used in conducting this research. This research follows a cross-sectional design (exploratory and descriptive in nature at the same time) which involves the collection of data on more than one case and at a single point in time. The target population of this study comprised international tourists who visited South Africa by air. These visitors were accessed at one of the top tourist attractions in Cape Town (one of the most popular cities for international tourists) namely Table Mountain Cable Way. Table Mountain was selected as a data collection hub as it enjoys the lion’s share of South Africa’s international tourist arrivals. According to the Table Mountain Aerial Cableway Company (TMACC2014:11), Table Mountain was named Africa’s leading tourist attraction in the World Travel Awards 2014 which makes it possible to pull many international tourists to the country of South Africa. Guided by previous similar studies, the sample size for this study was predetermined at 800 respondents of which 720 were completed without error signifying a response rate of 90%. A non-probability sampling technique namely convenience sampling was chosen for this survey as no list was available on who would be visiting the Table Mountain Arial Cable Way. The 800 international tourists were therefore purposively (only international visitors) and conveniently recruited depending on their willingness to participate in the research project; thus, a non-probability sampling technique was followed. Through the researcher distributing the questionnaire in person and using own judgement, a diverse range of nationalities, age groups and gender was included in the sample for it to be a close representation of all the visitors to South Africa as well as of the phenomenon under investigation. The questionnaire was designed and used to obtain detailed data on travel motivations, spending patterns and length of stay of the international air tourist market to South Africa. The questionnaire was designed from previous studies related to the above key variables and this added to the content validity of the questionnaire. A pre-test study was conducted by means of 10 survey questionnaires administered to academic experts at a University who had travelled abroad, and this added to the face validity of the questionnaire. The Statistical Package for the Social Sciences (SPSS) version 23.0 for Windows was used to analyse the data and data gathered was presented by means of frequency tables and analytically described, subjected to exploratory factor analysis, one-way analysis of variances (ANOVA), t-tests, and Spearman’s rank order correlation analysis to establish the relationships between variables. Based on the empirical findings of this research project it is concluded that more males than females participated in this research and on average the age of the participants is 41 years, mostly married people and mainly staying in hotels and lodges. A variety of nationalities participated in this research but most of the respondents were from USA, UK followed by a huge margin from Germany, Netherlands and Australia, a profile which matches that of typical visitors to South Africa and were holders of a degree or diploma, followed by those with a postgraduate qualification with the majority being professionals followed by those in managerial positions. Most of the respondents to the study were first-time visitors to South Africa, travelling in a group of 3 or less people, and the average number of people in the travel group was 4 people and the average number of previous visits to South Africa was 1.68 times. Many of the respondents to this study travelled to South Africa mainly for holiday/leisure mostly to enjoy the natural attractions of South Africa since they placed high importance on appreciation of natural resources, enjoyment of beautiful scenery and sightseeing of tourist spots as important travel motivators. Most of the respondents to this study stayed on average 16.42 days which is higher than the annual average length of stay of international tourists. This information is very important from a marketing perspective as it helps in the profiling of tourists, targeting, tourism product development and positioning. Of importance as well is the fact that that the bigger the travel group the higher their spending will be. The most important aspects directly and significantly influencing length of stay were time constraints, the location of South Africa and financial constraints. It can be concluded that length of stay, availability of time to shop and respondents’ experience as a tourist directly and significantly contributes to visitor spending while interaction with the locals does not. The main travel motivations of international tourists to South Africa were Relaxation and Novelty, Social motivations, Cultural and heritage motivations, Personal Motivations and Destination motivations, of which Relaxation and Novelty and Cultural and Heritage motivations were rated high as travel motivations of tourists to South Africa. The main factors influencing length of stay of the respondents to this study were Personal experience, Access attributes, Destination attributes and Personal constraints. Of these factors, personal constraints and destination attributes ranked the highest as influencers of tourists’ length of stay. The respondents’ length of stay was least influenced by access attributes. The main factors influencing tourist spending patterns as determined by the factor analysis were: “Access and opportunity”, “Time availability” and “External influences”. Tourists’ spending was to a larger extent influenced by time availability followed by access and opportunity but least affected by external influences. The recommendations to increase length of stay and spending of inbound air tourists to South Africa made in this study are specific to South Africa as they were derived from a deep exploration of factors that influence air tourists’ length of stay and spending behaviour to South Africa. If South African Tourism, tourism industry associations and business owners implement these recommendations, this will improve both stay duration and spending of inbound air tourists to South Africa which has been fluctuating and showing slow growth. The recommendations most importantly add to literature that was lacking from a South African perspective on how length of stay and spending can be positively influenced for inbound air tourists to South Africa. The recommendations are as follows: South African Tourism, various industry associations (FEDHASA, ASATA, GHASA, RASA, SATSA), tour operators and travel agents, individual tourism and hospitality business companies that offer tourism products and services to inbound air tourists should take into consideration that length of stay is inhibited by personal constraints. It is thus important to offer value for money to the tourists. Continuous creative marketing strategies should be employed to attract long staying tourists to this country. South African Tourism, tourism business owners and industry associations should utilise new approaches and strategies that provides information about diverse range of attractions, spending opportunities and facilitate easy access as these are important to tourists who stay longer. Tourists’ personal experiences have a significant influence on tourists’ decisions to stay for longer periods hence South African Tourism and respective industry associations should offer thorough training to tourism and hospitality product/service providers and employees to enhance quality interaction with the visitors as this has a significant influence on the tourists’ decisions to stay longer in South Africa. Tourists that have been to South Africa before were influenced by personal experiences to stay for longer periods while the older and higher educated tourists were less influenced by the length of stay factors owing to their experience and confidence of what they want from a holiday in South Africa. South African Tourism, industry associations and tourism business owners should therefore target repeat visitors and the old, educated tourist market as they tend to stay for longer periods thus adding to the economic returns through their prolonged spending. Tourists that travel in larger groups are influenced by personal constraints, namely time and money; hence creating opportunities for value packages by tourism business owners in conjunction with wholesale and retail travel companies will ensure that this market stays longer in South Africa. Since destination attributes have proven to significantly influence length of stay of international tourists to South Africa, South Africa Tourism needs to create awareness on tourism opportunities that are not fully realised. This will increase tourists’ knowledge of the wide variety of activities and attractions to see in South Africa; hence they will budget long enough time to enjoy these products. Since spending patterns of tourists are influenced by time availability, if tourists stay longer, they will have enough time to shop and to experience destination products and services; hence their spending will rise. It is important to improve the environment related to Access and opportunity, Time availability and External influences as these factors influence how much tourists spend in the destination visited. The most important aspect to give attention to in order increase tourists’ spending is time availability. Opportunities should be created for tourists to spend money, which should be communicated on various platforms. South African Businesses that offer shopping opportunities (especially in shopping malls) should extend shopping hours late in the evening to allow tourists time to shop but safety and security should be geared up. Most of the tours do not always offer ample time for shopping and this should be communicated to the tour operators as it will also assist the local economy to grow.