Relationship marketing has received much attention and widespread publicity over the past ten years and has moved to the forefront of research and practice. It provides companies with a management tool to establish economically profitable relationships, networks and interactions with different, but equally important stakeholder markets. The marketing concept as reflected in the four P's of the marketing mix was prominent in marketing practice and thinking until the mid-1980s, when reference to customer relationships and relationship building began to appear in the literature and became the focus of much research. The marketing concept, although still relevant, was expanded to include the dimension of relationships. The shift fiom transactional to relationship-based marketing has many implications for product and service based business. Marketing can no longer be viewed as a separate function to which an organisation can assign responsibility for the customer while the rest of the organisation gets on with their tasks. Rather, the relationship-based view of marketing places the responsibility for marketing (as defined broadly) on everyone in the organisation. In other words, it is the responsibility of every employee within the organisation to satisfy the needs of customers. A relationship marketing orientation can therefore create a competitive edge for an organisation and can also have a positive impact on organisational performance. In a highly competitive, global environment organisations are focussing more attention on building sustainable, competitive advantages by developing and maintaining close, cooperative relationships with a limited set of suppliers, customers and channel members. Through these relationships, organisations create value by differentiating their offering and/or lowering their costs. The term "relationship marketing" is therefore applied to a number of different marketing activities ranging from consumer frequency marketing programs to selling activities directed towards building partnerships with key customers. The focus of this study is to investigate the mutually beneficial nature of establishing long term relationships in supplier markets, customer markets, internal markets, recruitment markets, internal markets and influence markets. The different principles which are important to improve and professionally manage the relationships in the markets listed above, are identified and discussed. These principles were tested in travel agencies in the Western Cape province to determine their current and ideal application in a travel and tourism environment. The calculation of effect sizes were based on the difference between the current and ideal application of the principles within travel agencies in the Western Cape. / Thesis (Ph.D. (Business Management))--North-West University, Potchefstroom Campus, 2007

published_or_final_version / Business Administration / Master / Master of Business Administration

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.

The tourism industry in Sweden has expanded in recent years and the increasing industry has meant that customers are in need of a reseller for their trips abroad. Today there are three types of retailers available. These are : Traditional travel agencies , tour operators and online travel agencies. Online Travel agencies are the most modern online option for customers. Their existence has made it easier for the customer and reservation can be made anytime and anywhere. The competition has intensified between the three retailers and the traditional alternatives must find new ways to survive. Through effective marketing and selecting the right channel may be vital to the travel agency's survival. The theories that have been essentiell for this Investigation are: marketing mix, relationship marketing, porter curve, the buying process, the agent's role, word-of-mouth and marketing of services and products company. In this essay, the authors investigated four tour operators and one traditional travel agency and everyone is placed in Stockholm. The authors has choosed to investigate their market businesses and how the customer's requirements have changed since online travel agencies took over a large part of the market. The authors have also decided to conduct interviews with an online travel agency and one travel company that works with marketing for travel agencies. The tour operators in Stockholm mainly use relationship marketing as a primary strategy for maintaining a loyal relationship with the customer. The channels that travel companies utilize is a combination of word-of- mouth, digital media and printed media. All companies could state that the consumer in the current situation is more aware than before and this has led an increased requirement for travel agencies. Travel agents and tour operators must offer something unique or give the client an  xceptional service that they can not recieve in another place. Service in this case may involve travel on customers behalf, visa application, bookings for specific requests and helping to add travel insurance.

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)