Relationship marketing has grown in importance. This growth affects all industries, including the tourism, hospitality and travel industry. Of particular importance is the bond of relationship marketing between suppliers (principals) and retailers (travel agents) in the distribution channel. The research was undertaken to: determine whether Eastern Cape travel agents perceive relationship marketing as important; establish, what the key elements of relationship marketing strategies are,according to literature; determine what marketing strategies are currently applied by Eastern Cape travel agents; provide guidelines to Eastern Cape travel agents to implement or improve their relationship marketing strategies. Fifty self-administered questionnaires were distributed to the entire population of travel agents in the Eastern Cape. A total of 30 travel agents responded. The empirical findings showed that: Most Eastern Cape travel agents perceived relationship marketing as important; Travel agents realized the importance of the management of such relationship marketing strategies; Most travel agents were aware of or used retention strategies to enhance relationship marketing strategies; Travel agents realized that to survive relationship marketing should be part of their future planning; All respondents believed that to successfully implement relationship marketing, all staff, from front-line to top-management, need to be committed to the programme. In conclusion, relationship marketing is growing in importance and all role players need to acknowledge and manage this trend. However, this research has shown that there is a paradigm shift as more travel agents are moving away from the traditional marketing to relationship marketing.

The Chinese inbound tourism market to SA has been acknowledged as an emerging market. However, South African tour operators experience difficulties in establishing and developing viable partner relationships with Chinese travel agents. Recognizing the size, importance and complexity of this market, the major purpose of this research is to explore and investigate the crucial process of developing Sino-South African partnership relationships in the tourism industry, to facilitate the establishment of business relationships with Chinese travel agents. This study is draws on applied marketing, management and cross-cultural theories on networking to explore the process of developing partnership relationships in the Chinese inbound tourism market to SA. The literature on networking, the development of networking relationships, and the effect of guanxi (connection), a key feature of Chinese business networking on partnership relations are reviewed. Given the limited research conducted on this topic and its cross-country nature, a quantitative research method was adopted for this study. Specifically, this study utilized e-mail survey techniques to explore the relationships between South African inbound tour operators and Chinese travel agents. This study identifies that the process of developing partnership relationships between Chinese travel agents and South African inbound tour operators is culturally embedded. They are giving rise to communication problems that affect partnership relationships. A new stage model of the development of partnership relationships between South African inbound tour operators and Chinese travel agents is therefore developed. In particular, the study identifies important factors in the process of developing business relationships. For example, mutual commitment, the pricing issue, word-of-mouth, and quality of services are all considered crucial in attaining long-term stable partnership relationships. Guanxi plays a significant, but not decisive role in the process of developing partnership relationships between Chinese travel agents and South African inbound tour operators. However, guanxi relationships can provide added value to the partnership relationships.

This research investigates the impact of the Blue Crane Development Agency (BCDA) on tourism development by comparing the implementation of the Responsible Tourism Sector Plan of the Blue Crane Route Municipality (BCRM) with the Responsible Tourism Sector Plan of the Sundays River Valley Municipality (SRVM). In the latter instance, there is no development agency involved. A qualitative approach to research is applied with a specific focus on in-depth interviews. The literature review focuses on responsible tourism, local economic development (LED) and development agencies. The research is grounded in the Endogenous Growth Theory. The research notes the phenomenal success of the development agency model for delivery of LED projects. There is a notable growth in the tourism sector within the BCRM. With 45 permanent jobs created, the BCRM is a better place as compared to what it was in the era prior to the establishment of the BCDA. This surpasses by far the number of jobs created in the SRVM where the development agency model does not exist. The South African Local Government Association (SALGA) prefers a district-wide development agency as opposed to a local development agency. The establishment of Cacadu Development Agency (CDA) follows this suggestion. The findings of this research are thus very significant for the SALGA in their pursuit for best practices in LED. Both the BCRM and the SRVM are under-marketed, a negative factor on their tourism growth and development. Placing of billboards at the Ncanara interchange to advertise them would ideally enhance their tourism marketing campaigns. The research also finds that both local municipalities have inadequate monitoring and evaluation systems for projects. In this respect, the research suggests that the Eastern Cape Parks and Tourism Agency (ECPTA) should consider conducting a provincial research covering all the districts, on the contribution of tourism to the local economies. As a provincial entity, the ECPTA would be better placed to undertake that task. They would have less legal restrictions imposed by jurisdictional issues than would a local municipality. The research recommends the relocation of the CDA and the CDM from the metropolitan city of Port Elizabeth to one of the local municipalities. That would most likely increase business tourism, thereby boosting the local economy in the relevant small municipality. In conclusion, this research proposes that the presence of a development agency enhances tourism growth and development in the BCRM.

Study project (MEcon) -- University of Stellenbosch, 2000. / ENGLISH ABSTRACT: This assignment explains the search for a mechanism that can increase tourism flow by improved utilisation of airline capacity. The inherent characteristics of air transport indicate that the industry is subject to low short term marginal costs and that it is very tempting to award discount tariffs for last minute bookings. The challenge to management is to attract new passengers with discount tariffs without loosing full tariff passengers. Travel clubs are one of the mechanisms that are utilised to achieve aforementioned objective. These clubs offer mainly discount tariffs on hotel accommodation, car hire and airline tickets to their members. The acceptability of a travel club that applies restricting measures such as for example short notice periods, adaptable depart and return dates and shortened lead times have been tested in the South African market. The majority of respondents surveyed were in favour of such a travel club. An important finding is that South Africans are prepared to travel in a chosen month but that the travel dates within that month are adaptable in exchange for discount tariffs. The research also indicate that the availability of funds was decisive in the decision to travel or not to travel over seas. In order to overcome this problem the introduction of a providence account is recommended as part of the travel club's products. The challenge for the travel club is thus to consolidate the demand and to match it with the excess airline capacity. / AFRIKAANSE OPSOMMING: Hierdie werkstuk beskryf die soeke na 'n meganisme wat toerismevloei kan verhoog deur die verbeterde kapasiteitsbenutting van lugvervoer. Die inherente kenmerke van lugvervoer toon dat die bedryf onderhewig is aan lae korttermyn marginale koste en dat die versoeking groot is om afslagtariewe vir op die nippertjie besprekings toe te staan. Die uitdaging vir die bestuur is om nuwe passasiers met afslagtariewe te lok sonder om voltariefpassasiers prys te gee. Reisklubs is een van die meganismes wat gebruik word om die voorgenoemde doelwit te bereik. Hierdie klubs bied hoofsaaklik afslagtariewe op hotelverblyf, motorhuur en vliegtuigkaartjies aan hul lede. Die aanvaarbaarheid van 'n reisklub wat beperkende rnaatreels soos, byvoorbeeld, kort kennisgewingstydperke, aanpasbare vertrek en terugkeer datums en verkorte leityd toepas, is in die Suid-Afrikaanse mark getoets. Die meerderheid van respondente in die ondersoek was ten gunste van so 'n reisklub. 'n 8elangrike bevinding is dat Suid-Afrikaners bereid is om in 'n gekose maand te reis, maar dat die spesifieke reisdatums in daardie maand aanpasbaar is in ruil vir afslagtariewe. Die navorsing toon ook dat die beskikbaarheid van fondse deurslaggewend is in die besluit om oorsee te reis of nie. Om hierdie probleem te oorkom word die instelling van 'n voorsieningsrekening aanbeveel as dee I van die reisklub se produkte. Die uitdaging aan die reisklub is dus om die vraag te konsolideer en dan af te stem op die oormaatkapasiteit van die lugrederye.

Abstracts in English, Zulu and Afrikaans / Globally, Visitor Information Centres are increasingly recognised touchpoints contributing to the success of tourism destinations. In Gauteng, South Africa, their numbers continue to decline. The service level of these remaining VICs differ across and fall below expectation. Furthermore, most models of operation are obsolete, with these centres having minimal exposure to best practices. Limited research focuses on the supply side, namely the staffing and management of centres. The study focuses on Gauteng VICs and the best practices that could improve future effectiveness. An exploratory design was followed which commenced with a concise review of best practice literature, global case studies and examples on the operation of effective VICs. An empirical study then reported on the opinions of 25 VIC staff and eight managers from eight Gauteng VICs regarding the current situation and future needs. A two-tiered approach was used to gather data via two custom-designed surveys with Gauteng VIC staff and managers respectively. A snowball sample of 25 staff members and a purposive sample of eight key informants were obtained. Data were analysed quantitatively using SPSS and qualitatively using thematic content analysis; and presented in three parts. The literature, the findings and the researcher’s recommendations culminate in a best practice framework for Gauteng VICs. The framework advocates for an integration of traditional and new media services and platforms in the dissemination of tourism information based on the funding available to a particular VIC. It is envisaged that if managers implement the best practice framework, it could avert further decline in the number of VICs. Moreover, it could improve their effectiveness in meeting the needs of the technologically-savvy and the traditional visitor, thereby ushering the Gauteng VICs into the 21st century. / Emhlabeni jikelele, izikhungo zolwazi zabavakashi (VICs) ziya ngokuya ziqashelwa njengamaphuzu okuxhumana abamba iqhaza ekuphumeleleni kwezindawo zezokuvakasha. EGauteng, eNingizimu Afrika inani labo, liyaqhubeka ngokwehla. Amazinga okusebenza kwalokho kwama-VIC asele ahluka ezindaweni zonkana futhi awela ngezansi kokulindelekile. Ngaphezu kwalokho, izinhlobo eziningi zezifanekiso zomsebenzi azisetshenziswa, nalezo zikhungo nokuba nokubanakaliswa okuncane nemikhuba ephambili. Ucwaningo olulinganiselwe lugxile ohlangothini lokunikezela, okuyizikhungo zabasebenzi nokuphathwa. Lolu cwaningo lugxile kuma-VIC aseGauteng kanye nemikhuba ephambili engase ithuthukise ukusebenza ngokuzayo. Umklamo oyisibonelo walandelwa okuyinto eyaqala ngokubuyekeza okufingqiwe okuhamba phambili kwezincwadi, izifundo zomhlaba nezibonelo zokusebenza ngempumelelo kwama-VIC. Ucwaningo lomdlandla lwabika ngemibono yamalungu abasebenzi abangama -25 beVIC nabaphathi abayisishiyagalombili abavela kuma-VIC ayisishiyagalombili aseGauteng mayelana nesimo samanje kanye nezidingo esikhathini esizayo. Izindlela ezimbili zokuhlaziya zasetshenziswa ukuqoqa imininingwane ngokusebenzisa izinhlolovo ezimbili ezenziwe ngokwezifiso nabasebenzi be-VIC eGauteng nabaphathi ngokulandelana Isampula yokudluliselwa (snowball sampling) kwamalungu abasebenzi abangama-25 kanye nesampula yokwahlulela ekhethayo (purposive sampling) yabafundisi abamqoka abayisishiyagalombili yatholakala. Imininingwane yahlaziywa ngokufanelekile kusetshenziswa iSPSS (Statistical Package for the Social Sciences) futhi ngokufanelekile kusetshenziswa ukuhlaziywa kwezindikimba okuqukethwe futhi yethulwa izingxenye ezintathu. Imibhalo, okutholakele kanye neziphakamiso zomcwaningi zifinyelele emkhubeni ophezulu wohlaka lwama-VIC aseGauteng. Uhlaka lummela ukuhlanganiswa kwendabuko futhi ukusebenzisa kwezokwazisa ngezinkundla ekusabalalisweni kolwazi lwezokuvakasha kusekelwe ngokuxhaswa ngezimali okutholakala ku-VIC ethile. Kucatshangwa ukuthi uma abaphathi beqalisa umkhuba ophambili wohlaka, kungase kugweme ukwehla okwengeziwe kwenani lama-VIC. Ngaphezu kwalokho, kungase kuthuthukise ukuphumelela kwabo ekuhlangabezaneni nezidingo zobuchwepheshe zokwenza izinqumo ezinhle kanye nesivakashi sendabuko, kanjalo kubonise ama-VIC ku-21st Century. / Besoekersinligtingsentrums word wêreldwyd toenemend erken as kontakpunte (touchpoints) wat tot die sukses van toerismebestemmings bydra. Die aantal besoekersinligtingsentrums in Gauteng, Suid- Afrika, toon ’n afname. Die diensvlakke van die oorblywende sentrums verskil en voldoen nie aan verwagtinge nie. Die bedryfsmodelle van die meeste van hierdie besoekersinligtingsentrums is ook verouderd en die betrokke sentrums het minimale blootstelling aan beste praktyk. Beperkte navorsing fokus op die aanbodkant, dit wil sê, die personeelvoorsiening en bestuur van besoekersinligtingsentrums. Hierdie studie fokus op besoekersinligtingsentrums in Gauteng en die beste praktyke wat hulle doeltreffendheid in die toekoms kan verbeter. Die navorser het ’n verkenningsontwerp gebruik, beginnende met ’n bondige oorsig van literatuur oor beste praktyk, wêreldwye gevallestudies en voorbeelde van die werkswyse van doeltreffende besoekersinligtingsentrums. Die navorser het daarna in ’n empiriese studie verslag oor die menings van 25 personeellede van besoekersinligtingsentrums en 8 bestuurders van 8 besoekersinligtingsentrums in Gauteng rakende die huidige stand en toekomstige behoeftes van die sentrums gelewer. Die navorser het ’n tweevlakkige benadering gevolg om data in te win deur twee aangemete opnames te gebruik om data van onderskeidelik personeellede en bestuurders van besoekersinligtingsentrums in Gauteng te bekom. ’n Sneeubalsteekproef van 25 personeellede en ’n doelbewuste steekproef van 8 sleutelrespondente is bekom. Data is kwantitatief met behulp van die Statistical Package for the Social Sciences (SPSS) en kwalitatief deur middel van ’n tematiese inhoudsanalise ontleed en in drie dele aangebied. Die literatuur, die bevindings en die navorser se aanbevelings het op ’n raamwerk van bestek praktyk vir Gautengse besoekersinligtingsentrums uitgeloop. Ingevolge hierdie raamwerk moet tradisionele en nuwe mediadienste en -platforms geïntegreer word na gelang van die befondsing wat tot ’n bepaalde besoekersinligtingsentrum se beskikking is. Daar word voorsien dat indien sentrumbestuurders die bestepraktyk-raamwerk implementeer, dit ’n verdere afname in die aantal besoekersinligtingsentrums kan verhoed. Daarbenewens kan die raamwerk lei tot ’n verbetering in Gautengse besoekersinligtingsentrums se vermoë om in die behoeftes van beide tegnologies bedrewe en tradisionele besoekers te voorsien, en sodoende daartoe bydra dat die sentrums by die 21ste eeu aanpas. / Transport Economics, Logistics and Tourism / M. Com. (Tourism Management)