The image of a destination is built by a variety of influences, only some of which can be directly or indirectly attributed to the actions of destination marketing companies. This study proposes to identify, analyze and evaluate the factors that could impact positively and/or negatively on the image of South Africa as a tourist destination among tourists from China.

This research considers the relationship between tourism and development, and how tourism can be used as a means of promoting development. In order to explore this relationship, two districts in the Eastern Cape province of South Africa, the Albany and Peddie Districts have been selected as case study areas. Both the Albany and Peddie Districts are in need of development which can meet the economic and social development of the districts. One such option for the two districts is tourism-based development. This research examines the current status of tourism in both districts through the use of secondary data analysis and primary data gathered from questionnaires and interviews undertaken with tourists and representatives of key stakeholders in the tourism industry. This data was used to establish the current and future potential of tourism in the districts in terms of the availability and diversity of attractions and the tourism assets and facilities in the districts. It was also used to determine whether or not tourism, by promoting infrastructural and economic development, may lead to the socio-economic upliftment of the Albany and Peddie Districts. The results obtained from this research highlight the significant lack of tourism infrastructure in the Peddie District, and the reality that the tourism potential of the district remains untapped. With the marketing and promotion of tourism to the district, and the associated tourist requirements such as accommodation, and other facilities, tourism does hold a potential key to the socio-economic development of the district. The Albany District, however, has a well-established tourism industry, but the development spin-ofts are minimal, and the potential for further tourism-based development in the future would therefore appear to be somewhat limited. A GIS (Geographic Information System) was use to determine and detail possible tourism routes, a final outcome of the investigation being the proposal of two tourism routes to draw people into and through the study area, based on the current assets and attractions of the two districts. These routes highlight one of the options available in the districts to promote much needed development in the two districts through the use of the tourism industry. / KMBT_363 / Adobe Acrobat 9.54 Paper Capture Plug-in

Thesis (MTech (Marketing))--Peninsula Technikon, 2001 / Companies operating in the service industry must take note of three important marketing tasks. The first of these tasks is that companies should realise that they must provide the market with a variety of products. Businesses should therefore furnish the market with a diversified product range. Secondly, customers expect from the business sector to provide them with a quality service that even exceeds their own expectations. Thirdly, to ensure its survival in a competitive environment, the company should improve the productivity of its employees e.g. by improving the level of customer service provided to customers. Kotler (1997: 488) argues that such an improvement in productivity levels of employees can be achieved through employees working more skillfully, increasing the quantity of service by surrendering some quality, industrialising the service, inventing new-product solutions, designing more effective services, presenting customers with the incentive to substitute their own labour for company labour, or using technology to save time and money. Keeping these facts in mind and taking into consideration that tourists have been arriving in South Africa from all over the world for decades, it is of great importance for visitors to South Africa to receive customer service of the highest quality. A tourist travelling in the Republic of South Africa will most probably make use of a local travel agency if they should be in need of any further travel related services. A travel agent representing a particular travel agency, will not be engaged in the sale of travel related services only to tourists, but also to any other consumer interested in making use of the Travel Agencies' services. The Association of Travel Agents' (ASATA) code of conduct stresses that "ach travel agent engaged in the sale of travel-related services direct to consumers shall maintain the highest standard of service possible, complying with all statutory requirements, including those applicable to travel agents and with all provisions of this code" (Business Practices Committee Consumer Code For Travel Agencies, 1994: 5). This thesis is an analysis of the "marketing concept", with specific reference to customer service. It focuses on the top management in the travel agency industry and will be concerned with the degree to which top management is marketing orientated and the influence their marketing-orientated outlook will have on the performance of the travel agency. With marketing being defined as: "the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organisational goals", it must be emphasized that marketing can be seen as, amongst others, the anticipation and satisfaction of customer needs (Boshoff & Terblanche, 2000: 4). This research study would also include a study of the travel agency's level of customer service, which will have a direct reflection on top management's marketing outlook as well as the travel agency's level of performance.

M.Comm. / South Africa is one of the most promising tourism destinations of the African continent. There is no doubt that the extremely positive growth experienced in the South African tourism industry after the elections of April 1994, will continue. The rapid growth in the tourism industry resulted in a shortage of informal accommodation. This shortage is an opportunity for potential entrepreneurs to enter the informal accommodation sector and specifically the guesthouse component. Emerging entrepreneurs however perceive a lack of information on how to enter the industry. The aim of this study is to set guidelines for potential entrepreneurs concerning the strategic decisions involved in the establishing, running and management of a guesthouse. This study commences with a literature review followed by the empirical research. With the literature study emphasis was given to the identification of current tourism trends, specifically regarding the accommodation sector. Entrepreneurship was defined and related theories analysed. Thereafter, the functional management and the daily running of the guesthouse were discussed. The empirical research was of a qualitative nature. A convenience sample was used, consisting of eight guesthouse entrepreneurs on the Garden Route, Western Cape. A structured questionnaire was designed with the literature review as a foundation. Personal interviews were conducted with the eight entrepreneurs. The main findings of the empirical research are as follows: Guesthouse entrepreneurs are faced with the unavailability of financial support in the establishing of the business, numerous staff challenges and a 24-hour owner responsibility. The location of the guesthouse is the single most important establishing factor, while the success of the guesthouse is further determined by the character of the buildings, the nature of the cuisine and the unique atmosphere of the guesthouse. Most guesthouse owners are typical entrepreneurs and are extremely creative. Financial-, marketing- and human resource management are often the responsibility of the owner. Most guesthouse entrepreneurs do not posses formal knowledge and experience regarding the management of the guesthouse. The guesthouse is usually an extension of the entrepreneur's personality; a high level of owner involvement is required at all times to ensure profitability. Personalised attention is most often the keyword to the guesthouse entrepreneur's success. The guesthouse is a most rewarding type of business to be involved in.

There have been several changes in tourism in South Africa since 1994. During apartheid, black people were not allowed to become involved in important aspects of tourism, particularly at management level. However, this situation is changing and all cultures are gradually becoming engaged in th e tourism industry. The economic progress of the black community has resulted in the materialization of cultural villages, tourism projects to give rural people jobs, and an increase in township tourist attractions, heritage tours, etc. These initiatives have led to the establishment of certain types of tourism such as cultural tourism, urban tourism and community-based tourism. It could be said without hesitation, at the prescientific level, that the diversity in cultures, for one, is a major attraction of this country. Another change has been the increase in tourism from countries which have been excluded from South Africa in the past. Examples of these are African countries such as Kenya and Nigeria, as well as countries on other continents, including India, Bangladesh and the East-European bloc. Up to 2003/4, South Africa experienced the longest uninterrupted period of economic growth in its history. This resulted in people being able to afford a higher standard of living and therefore having more money to spend on travelling. as the economic growth stimulated the growth of tourism, both local and foreign, in the country. Seen from the perspective of the tourism industry, it is important to keep the public informed and up to date about what a country has to offer in order to maintain the increase in tourism. The media assist in this process. The travelling public is informed by word of mouth, but also through newspapers, magazines, television and radio. Information about the different attractions, whether cultures, wildlife or sport, et cetera, would not always be easy to find, were it not for the media. As tourism grows, more tourist attractions will develop, with a bigger need for tourists to be informed as an immediate result. The role of the media in this information giving is th erefore constantly on the increase.

Submitted in full requirement for the Degree of Master of Management Sciences Specialising in Hospitality and Tourism, Durban University of Technology, Durban, South Africa, 2017. / Over the years the rapid growth of the tourism industry has revealed itself to be a major source of income and social improvement for many. However, with this growth comes the undoubtable carbon footprint it carries. As a result, the growth and expansion of many tourism ecolabels have surfaced in the hopes of alleviating the negative environmental impacts the tourism industry imposes. This study aimed to ascertain the impacts of tourism ecolabels on businesses. It assessed the level of success of the ecolabel within the organisation as well as ascertained the benefits and challenges associated with ecolabel certification. A quantitative research approach was used and the data was collected by means of online questionnaires that were targeted at managers of tourism businesses in South Africa. The study reveals that tourism businesses in South Africa do experience the benefits of being certified with an ecolabel in terms of the natural, socio-cultural and economic environments. However, the high costs associated with being certified, the lack of general public awareness regarding ecolabels and the absence of government support are still prevalent. Consequently, cost reduction, promotion of public awareness as well as government support are the main areas of improvement required by tourism establishments with regard to ecolabels. / M

A distinctive destination image is required in order to compete with other destinations for tourists and investors alike. This main objective of this study is to develop a model for destination image formation for Nelson Mandela Bay as a secondary economy to boost its global competitiveness. Several researchers have studied destination image and based on the fact that tourists and investors usually have a limited knowledge of destinations they have not previously visited, destination image fulfils an important function insofar as destinations with strong, positive, discriminatory and recognisable images. A literature study was conducted to identify the key influencers on destination image as well as to identify which forces are likely to influence the destination image of Nelson Mandela Bay. The different factors of destination image were identified from the literature sources and these factors provided a basis for an empirical study that was conducted amongst external stakeholders. The primary research objective was to create a model of destination image for Nelson Mandela Bay and to explain the cause and effect relationship between the dependent and independent variables. Added to the primary research objective, eight secondary research objectives were identified. The primary research question for this study was to identify what influences the destination image of Nelson Mandela Bay. Added to the primary research question, the researcher also identified eight research questions as part of the study. The empirical analysis was used to test the hypotheses and ultimately develop a model for destination image formation for Nelson Mandela Bay. This study was exploratory in nature and thus used a limited sample to gain insights for further research. Data were obtained through questionnaires that were distributed electronically to 120 respondents. This study concluded with the development of a destination image model for Nelson Mandela Bay that can be expanded upon with further research. The results indicate that general infrastructure and social environment; leisure and recreation; and culture influence the Affective component of Nelson Mandela Bay. Information sources and Political stability and risk influence the Cognitive component of Nelson Mandela Bay. Together the Affective and Cognitive component makes up the overall image of Nelson Mandela Bay.

Adventure tourism (AT), defined as “a broad spectrum of outdoor touristic activities,often commercialized and involving an interaction with the natural environment away from the participants’ home range and containing elements of risk,” (Hall, 1992, p. 143) is currently one of the fastest growing sub-sectors of the tourism industry (Buckley 2010). Because it has emerged relatively recently as a field of study, a number of scholars have called for ongoing research in the area, see Swarbrooke (2003), Pomfret (2006), Buckley (2010), Rogerson (2007), and Williams & Soutar (2005). Much of this research, to date, has focused on marketing, injury caused by AT participation, environmental impacts, and the broad notion of “risk” associated with AT. The problem is that little of this work has focused on the significance of the environment in adventure tourism – an important element inherent in its definition. Thus, this thesis aims to move beyond a general risk-based analysis of AT, and focus on the role of the environment. This is done through a human-environment interaction approach undertaken in Tsitsikamma Village where five adventure tourist operations are based. The first step in operationalizing this approach was to develop a conceptual framework that integrated adventure tourism into a general framework on humanenvironment interaction. The second step was to use a research instrument which enabled one to examine the influence of the environment on human motivations and adventure tourism experiences, and not only the influence of humans on the environment. The former was accomplished through questionnaires based on external, environmental elements that attract adventure tourists as well as inherent personality traits impel such tourists to participate in AT. The latter, based on interviews and participant perceptions, sought to establish the significance of impacts on the environment as well as initiatives taken by AT companies to minimize environmental damage. The findings show that although risk/thrill does play a role, AT motivations and experiences are complex and multidimensional. The environment does significantly influence both motivations and even more so AT experiences. Furthermore, there are distinct differences between the motivations and experiences of participants in different types of AT activities, indicating that generalizing the industry as whole neglects these significant differences. In terms of influences on the environment, the results show that most AT operators in the Tsitsikamma have some consideration for environmental protection and take some initiatives to minimize environmental damage, though the degree to which this occurs differs significantly. Furthermore, activity participants do not believe that the activities have a strong negative impact on the environment, though the majority acknowledge small impacts. The types of impacts observed by participants vary significantly between companies. This thesis demonstrates the manner in which the two-way relationship between humans and the environment manifests itself in the commercial AT industry. The result is a well-rounded examination of the influence of human-environment interaction on AT participants.

Tourism is an international industry; constant evolution is taking place in the marketing of tourism products and the expectation levels of hotel guests. Online Travel Agents have become more dominant in recent years. This dominance has been assisted by travellers’ more frequent use of the internet to search for information, by the bundling of heterogeneous products and by these agents’ use of the social media. Guest satisfaction levels and expectations are impacted by changes in lifestyle, reasons for travel and the information accessed prior to making their reservations. The basis of this study was establishing the impact of the information supplied by Online Travel Agents on guest satisfaction levels at The Monarch Hotel. The evolution and function of the tourism distribution channel and the factors affecting guest satisfaction and its measurement were explored.

The South African National Department of Tourism has recently initiated the National Tourism Sector Strategy aimed at developing a sustainable tourism economy, and making the country a Top 20 global tourism destination by 2020.China is one of South Africa’s major non-African sources of tourist arrivals. To ensure a growing share of this booming market, South African tourism scholars and practitioners have to pay close attention to the behaviour of Chinese outbound tourists, particularly their destination choice behaviour. The Theory of Planned Behaviour (TPB)– an extension of the Theory of Reasoned Action (TRA)– can serve as a basis for researching destination choice. According to the TPB literature, intention is the most immediate and important determinant of behaviour. Three direct predictors of intention, namely, attitude, subjective norms, and perceived control, are functions of latent behavioural, normative, and control beliefs, respectively. The TPB is parsimonious but open to the inclusion of additional predictors if there is evidence that these predictors may explain a significant proportion of the variance in intention and behaviour after the basic predictors (attitude, subjective norms, and perceived control) have been accounted for. The current research successfully extended the TPB model for predicting potential Chinese tourists’ intentions to visit South Africa by adding two additional variables: travel motivation and travel constraints. The push-pull motivation framework discussed in the study postulates that people travel because they are pushed by internal forces (inner needs) and pulled by external forces (destination attributes). Typical barriers to travel include intrapersonal, interpersonal, and structural constraints. The new model makes an important contribution to the literature on destination choice, and provides South Africa’s destination marketers with suggestions for attracting and serving Chinese tourists. In addition, the research shows that both travel motivation and travel constraints can be used as bases for segmenting the outbound Chinese tourist market interested in visiting South Africa. A survey approach and a structured questionnaire distributed electronically to the online panel members of a Chinese market research company were instrumental in collecting the empirical data for the study. The questionnaire was originally written in English and translated into Chinese (Mandarin) via a blind translation-back-translation method. Attitude, subjective norms, perceived control, and visit intention were all operationalised as unidimensional and used scales adapted from previous studies. New scales were developed for travel motivation and travel constraints– both operationalised as multidimensional. Quota sampling, used to identify respondents aged 18 or older and living in Beijing, Shanghai, and Guangzhou, resulted in 630 usable questionnaires obtained from 1,510 sent invitation e-mails, yielding a response rate of 41.7%. The raw data collected were prepared through the sequential steps of editing, coding, and filing, and then analysed using both descriptive and inferential statistics. Descriptive analysis suggested that broadening personal horizons, viewing the natural scenery, and seeing something different were the top motives for visiting South Africa, while language, fear of crime, and lack of travel companions were the top barriers to visiting South Africa. According to the factor analysis, travel motivation had three underlying dimensions – learning, escape, and aesthetics and appreciation, while operational, risk and fear, and social barriers were three underlying dimensions of travel constraints. Regression analysis showed that the proposed extended TPB model had higher predictive power for visit intention than both TRA and TPB models; the basic predictors – attitude, subjective norms, and perceived control – all had a significant impact on visit intention; and in terms of the additional predictors, learning, operational constraints, and social constraints had a significant impact on visit intention. The analysis of variance indicated that travel frequency and age were the most profound background factors with an influence on the extended TPB model. Finally, cluster analysis resulted in two market segments with distinct profiles, that is, High-Motivation/ Low-Constraint (HMLC) tourists and Low-Motivation/High-Constraint (LMHC) tourists. Based on the theoretical and empirical findings of the current research, it is recommended that destination marketers in South Africa: advertise specific benefits of touring South Africa, namely, increasing knowledge, relieving stress, and enjoying high environmental quality, to advance Chinese residents’ perceptions of the country; develop tourism experiences that can be taken in a week or shorter to cater for the unique annual leave and public holiday policy in China; launch a media relations campaign in China to ensure that the facts about South Africa are communicated without distortion; collaborate with other destination stakeholders such as government and businesses, to actively attract and retain Chinese tourists for example by educating the public about Chinese culture and training employees to improve the quality of service; target the HMLC tourists via the Internet (particularly the social media) and by developing holiday packages that include activities related to cultural tourism, rest and relaxation, and nature-based tourism; and target the LMHC tourists by cooperating with local travel agencies and by developing holiday packages that highlight the diversity of tourism activities and offer value-added products/services.