Thesis (Ph. D.)--University of Reading, 1990. / Includes chp. 3 of Marketing tourism places edited by Gregory J. Ashworth and Brian Goodall titled People, places and priorities, opportunity sets and consumers' holiday choice by Peter Kent. Includes several papers from the 2nd International Conference, Leisure, Labour and Lifestyles : International Comparisons, Sussex University, Brighton, England, Juen 29-July 3, 1988. Includes bibliographical references.

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Globally tourism is one of the biggest industries and its role is considered key in economic development. In South Africa, tourism is one of the main economic drivers. Thus, tourism contributes to the gross domestic product, generates foreign exchange and provides sustainable employment opportunities. In order to facilitate local economic development (LED), local destination marketing organisations (DMOs) need to ensure that their operations are geared towards optimising the economic advantages related to tourism growth and development. As a result the DMOs must be strategic and well-managed. One way of achieving this is to ensure that the board of directors and specifically the non-executive directors (NEDs) practise good governance. In South Africa, three (3) types of DMOs are found, namely those that are funded by local government and incorporated into the municipality. The second type of DMOs is funded by the private sector. The third type of DMOs is those funded by both the local government and the private sector. In this case, the DMO has an agreement with the local government in terms of what their mandate is and what the agreed outcomes would be. A board of directors, comprising both executive directors (EDs) and nonexecutive directors (NEDs) is responsible for the governance of the local DMO. The main research problem of the study is the attributes and experience of the nonexecutive directors that serve on the boards of DMOs in accordance with developmental standards of best practices. In order to address the main problem, the following research objectives were formulated: To identify best practice by examining the literature as to how NEDs are prepared to serve on boards of both listed and non-listed organisations. To determine whether any policy frameworks provide guidance to NEDs serving on DMOs in South Africa. To examine whether any training or preparatory programmes exist specifically for NEDs in DMOs. To investigate whether NEDs should have specific attributes that would improve their governance of DMOs. To develop a set of recommendations that would assist NEDs to play a more effective role when executing their responsibilities. In order to address these research objectives, a quantitative research methodology was adopted sampling all the DMOs in South Africa that could be identified and were governed by a board of directors. For this purpose, a self-completed questionnaire was distributed to the board of directors of DMOs and specifically the non-executive directors. The results of the study indicated that no guidelines existed that DMOs could follow to better prepare the NEDs of local DMOs. Furthermore, no policy frameworks provide guidance to NEDs serving on local DMOs. The only guidelines that exist are generic guidelines of the King IV Report for NEDs of listed and non-listed organisations. In addition, Pike (2016:108) listed a number of characteristics of good governance. The study also revealed that no training or preparatory programmes exist for the NEDs of local DMOs. Finally, the study highlighted five (5) attributes that NEDs consider as critical in fulfilling their obligations. These include the empowerment of NEDs, the commitment of NEDs, communication with NEDs, job satisfaction of the NEDs and the need for NEDs to understand policy frameworks relevant to their tasks.

¡§Marketing Places¡¨ is burgeoning and has become a popular issue nowadays. Also, the trend of Tourism Marketing has caused a great mass fervor from cities to cities in Taiwan. To attract consumers and gain their loyalty, the marketing strategy adopted to promote tourism resources should be lifted to a higher level, the establishment of the brand value by taking consumers¡¦ experience and emotion into serious concern and by firmly building up a dominant brand. With all of these, it will make great fame, loyalty, quality assurance and identification association comes along generally; furthermore, it will also help build up emotional relationship with consumers and create opportunities of continual consumption. The subject of this study is Pingtung County, which has changed its negative image of ¡§Gangsters¡¦ Hometown¡¨ into ¡§Touring County¡¨. The three purposes of this research are: to discuss the brand strategy of Marketing Places adopted by Pingtung County, to research on the image of tourism brand, and to investigate the dominant brand of the touring cities and counties. By analyzing the current marketing status, interviewing the governmental officials and studying questionnaires, I comprehend consumer cognition, analyze tourism brand content, and provide suggestions in the field of tourism city¡¦s brand management. The conclusion of this research can be stated summarily as follows: 1. Looking from the aspect of the product, landscapes, big fame, uniqueness, chief attractions, feature identification and associate foundation, marketing activities will enhance consumers¡¦ visiting frequency. 2. The prospect of the county government is to educate consumers to gain cognition, to fortify brand with the design having visual, auditory, conscious impact, to have concrete diversity that can help consumers associate their city with oceanic picture that is southern tropically exotic, free, leisure, romantic and endearing. 3. Brand uniqueness: nature, countryside, friendly, but antique, old-fashioned and medieval. 4. Individuality identification is approximately over 70%, and the ¡§nature and tranquility loving¡¨ is the highest. 5. The natural landscapes and friendliness provide the greatest satisfaction; however, traffic, city landscapes, and high price bring the most dissatisfaction. People who take themselves as the ocean lovers and desire to pursue tranquility are the biggest number of the dissatisfaction part. 6. Leading brand of the tourism cities and counties: Hwalien County is at the first place, and Pingtung County is the fourth. Pingtung County, however, is at the first place of the third brand, the recall responses are just after Hawlien County. This result shows Pingtung County¡¦s tourism brand image is extremely powerful. According to the research result, I propose the following suggestions: 1. The most attractive natural landscape, nevertheless, have the lowest satisfaction. This shows its attractive force is fading, which should be concerned. 2. To redesign customer positioning, market segmentation according to different touring factors, which can control the flow of tourists and protect natural landscapes from over destruction. 3. To improve the most attractive landscapes and to create tranquility will acquire incredibly effective result. 4. The creation of oceanic romance will enforce consumer value and benefit and satisfy consumers¡¦ wants. 5. The convenience of marine and air-fright transportation can educate and change the tourists¡¦ habit of transporting by cars, which will solve the traffic jams problem. 6. Keeping cultivating on culture and mental field of tourism industry, the traffic inconvenience will no longer be an excuse of no visiting. 7. Developing innovatively Pingtung¡¦s natural resources to form an industrial culture which can extend the strength of oceanic advantages and supply a high quality of touristic value and benefit.

The South African Tourism Board (SATB) is the official tourism authority for South Africa; its mandate includes the domestic and international markets. SATB launched its domestic tourism growth strategy in 2004. The focus of this strategy is to grow the current infant domestic tourism market within South Africa and influence consumers to travel more within the country. Using the principles of marketing, SATB segmented the domestic tourism market into three segments, namely the established, the emerging and the untapped segments (SATB, 2004). The emerging market has been further segmented into three sub segments namely the young and upcoming, striving families and well off homely couples. The young and upcoming market segment has been chosen for this research. This study seeks to research the impact of the Sho't Left marketing campaign on the young and up coming consumers. SATB has identified that the young and upcoming reside in Soweto, and other previously disadvantaged regions. Due to time and financial constraints this research has chosen Orlando West, a suburb of Soweto as the target population. The findings of the research indicated an awareness of the Sho't Left campaign, yet the campaign failed to do more than create awareness. Some respondents were aware of the packages on offer yet only 1.25% of respondents booked the package deals being promoted through the Sho't Left campaign. This research also suggests a lack of the young and up coming segment in Orlando West. The research findings motivate further research into the defined target market segments to ensure that SATB promotions are aimed at the correct targeted segments. / Thesis (MBA)-University of Kwazulu-Natal, Durban, 2006.

The aim of the study was to find out if there are features of an image which influence the emotional output to improve the affective pictorial stimuli for advertisements especially in tourism. The present study bases upon emotional pictures of the IAPS which were modified in several ways. In a first step the 18 most desperate images according to Russell's affective space were selected. The second step was the modification from an original picture to a grayscale picture, to a low luminance picture, to a high luminance picture, to a vertical reflected picture, to a high chroma picture and to a blurred picture. In a third step participants were asked to fill out a questionnaire and to rate the evoked emotions using SAM. Results show, that there are important factors of an image which influence the emotional reaction and which could be used to improve the pictorial stimuli for marketing.

Although much has been written on the benefits of hosting 'mega events' including the Olympic Games and the Football World Cup, smaller but still significant sport events of global significance such as the Golf World Cup have received hardly any attention by researchers. This dearth in knowledge has inspired the direction of this study, that is, to explore the stakeholder perspective of the Golf World Cup which was hosted in Barbados in 2006. This event was part of a national development strategy aimed at diversifying the tourism product in the light of the increasing competitiveness of the tourism industry. Consequently the research methodology adopted for this study was eclectic in nature as it sought to obtain a holistic understanding of the issues associated with hosting mega events on a small island microstate. An approach to data collection and analysis was therefore utilised including semi-structured interviews, participant observation and the examination of documents and promotional materials in order to understand the expectations and perceptions that specific stakeholder groups (including local tourism officials, international tourists and local residents) have of the Golf World Cup. The 85 participants in this study highlighted a diversity of views. From the tourism authorities' perspective, the reasons for staging the Golf World Cup were rather cliched. These included using the Golf World Cup as a tool to promote the island as an upmarket golfing destination. The authorities also expected that the Golf World Cup would stimulate tourism demand during a traditionally slow period and provide the island with much needed publicity in overseas tourism markets. However, the fieldwork revealed that the event was unsuccessful due to the poor attendance by both international tourists and local residents. From an international perspective many participants felt that the event was poorly attended due to a lack of awareness in overseas markets and the 'lack of atmosphere' and auxiliary attractions at the golf course. From the local perspective many participants felt that the event lacked appeal and cultural relevance to the host society. Locally, a significant finding is that the event projected an image of catering to an elitist clientele. This image created the perception among local residents that the event was socially exclusive and only served to perpetuate social divisions in society rather than to ameliorate them. Furthermore, many felt that the failure of the event authorities to solicit local participation was because local residents were not part of the decision-making process. This finding further augments the argument that events cannot be successful without local support and participation. The findings in this study can make a worthwhile contribution to the marketing, management and design of future events and the direction of policy formulation for sport events on the island of Barbados. It has illuminated many issues that direct the perceptions, expectations and subsequent purchase behaviour of international tourists and local visitors regarding a mega event on the island of Barbados.

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