Det finns många faktorer som påverkar värdet för en bostadsrätt. Det kan vara allt ifrånvar den ligger och hur den ser ut, till fysiska egenskaper som balkong eller ett nyrenoveratkök. Det som definierar bostadsrätter är att de ägs av så kallade bostadsrättsföreningar. Engod ekonomi i föreningen resulterar i en bra boendekostnad för varje boende. Ombostadsrättsföreningen däremot besitter ekonomiska problem, kan det leda till negativakonsekvenser för den enskilde bostadsrättsinnehavaren. Med tanke på detta börbostadsrättsföreningens ekonomi påverka bostadsrättens värde. Studien syftar därför till attbidra med kunskap om bostadsrättsföreningens ekonomi som värdepåverkande faktor ochställa betydelsen av den mot övriga värdpåverkande faktorer för en bostadsrätt.Empiri har samlats in och analyserats med hjälp av kvalitativa intervjuer medfastighetsmäklare i Sverige. Resultatet visar att majoriteten av fastighetsmäklarna inte anseratt bostadsrättsföreningens ekonomi är en avgörande faktor för bostadsrättens värde.Resultatet visar också att kunskapen och intresset bland kunderna på marknaden är låg närdet kommer till bostadsrättsföreningens ekonomi. En slutsats utifrån studien är därmed attden svaga kunskapen på marknaden ligger till grund för att bostadsrättsföreningensekonomi inte anses som en avgörande värdepåverkande faktor. / There are a lot of factors affecting the value of a condominium. It can be everything fromwhere it is located and how it looks to physical assets as a balcony and a newly renovatedkitchen. The main idea and what defines the condominiums is the fact that they are ownedby housing cooperatives. Therefore, a good economy in the housing cooperative providesa favourable housing cost for the individual resident. On the other hand, economicalproblems in the housing cooperative can lead to negative implications on the economy ofthe individual resident. With this in mind, the economy of a housing cooperative shouldaffect the value of the single condominium.Therefore, the aim of this study is to contribute knowledge about the housing cooperativés economy as a value-influencing factor and compare the importance of it with otherfactors affecting the value of a condominium.The empiric of this study has been collected and analyzed through qualitative interviewswith brokers in Sweden. The interviews indicate that the majority of the brokers does notconsider the housing cooperative ́s economy as an important value-influencing factor. Theempiric also shows that there is a lack of knowledge and interest by the clients regardingthe economy of the housing cooperative. Therefore, a conclusion made in this study is thatthe reason why the housing cooperative ́s economy is not seen as a value-influencing factorby decisive nature is due to the lack of knowledge by the clients on the market.

Introduktion: För att kunna uppnå en god hälsa och vård för patienter är det avgörande att sjuksköterskestudenter får adekvat utbildning. Det är således av central betydelse att basala hygienrutiner lärs ut för att kunna förebygga smittöverföring och förhindra vårdrelaterade infektioner. Basala hygienrutiner innefattar handhygien, användning av arbetskläder, skyddshandskar och skyddskläder. Syfte: Att undersöka vilka kunskaper sjuksköterskestudenter upplevde att de hade gällande basala hygienrutiner, hur de upplevde utbildningen av basala hygienrutiner samt vad de uppfattade som främjande och/eller hindrande för att följa dessa rutiner under verksamhetsförlagd utbildning. Metod: En kvalitativ metod med abduktiv ansats användes. Sex individuella intervjuer med medelhög struktureringsgrad hölls med sjuksköterskestudenter från svenska lärosäten. Tematisk analys enligt Braun och Clarke (2022) användes för dataanalysen. Resultat: Syftet besvarades genom tre huvudteman. Första huvudtemat: olika kunskapsnivåer besvarade vad för kunskaper sjuksköterskestudenterna upplevde att hade gällande basala hygienrutiner och med underteman: grundläggande hygien, göra antaganden samt tillämpning av föreskriften SOSFS 2015:10. Det andra huvudtemat besvarade hur sjuksköterskestudenterna upplevde undervisningen av basala hygienrutiner med huvudtemat: strukturering av utbildning och med underteman: klinisk träningscentrum och brister. Tredje temat besvarade vad sjuksköterskestudenterna upplevde som främjande och/eller hindrande från att följa basala hygienrutiner under verksamhetsförlagd utbildning. Detta genom huvudtemat: omständigheter och med underteman: gynnsamma förhållanden samt rädslor och kritiska aspekter. Slutsats: Resultatet visade på att sjuksköterskestudenterna hade ett behov av mer utbildning gällande basala hygienrutiner och att kunskapsnivån skiljde sig mellan sjuksköterskestudenterna. Att kunskapsnivån skiljde sig riskerar att påverka patientsäkerheten negativt. Med en för låg kunskapsnivå ökar risken för att patienter utsätts för vårdrelaterade infektioner. / Introduction: In order to achieve good health and care for patients, it is crucial that nursing students receive adequate training. It is of central importance that basic hygiene routines are taught in order to prevent transmission and prevent healthcare-associated infections. Basic hygiene routines include hand hygiene, use of work clothes, protective gloves and protective clothing. Aim: To investigate nursing students’ perceived knowledge about basic hygiene routines, how they experienced the training of basic hygiene routines and what they perceived as promoting and/or hindering for following these routines during operational training. Methods: A qualitative method with an abductive approach was applied. Six individual interviews with a medium structural degree were held with nursing students from Swedish universities. Thematic analysis according to Braun and Clarke (2022) was used for the data analysis. Results: The aim was answered through three main themes. The first main theme answered what knowledge the nursing students felt they had regarding basic hygiene routines: different levels of knowledge with sub-themes: basic hygiene, making assumptions and application of the regulation SOSFS 2015:10. The second main theme answered how the nursing students experienced the teaching of basic hygiene routines with the main theme: structuring of education and with sub-themes: clinical training center and deficiencies. Third theme answered what the nursing students felt promoted and/or prevented them from following basic hygiene routines during practice-based training. This took place through the main theme: circumstances with sub-themes: favorable conditions as well as fears and critical aspects. Conclusion: The results showed that the nursing students had a need for more training regarding basic hygiene routines and that the level of knowledge differed between them. The fact that the level of knowledge differed risks affecting negatively patient safety. With insufficient knowledge the risk of being exposed to a care-related infection increases for patients.

As social media platforms continue to evolve, the rapid evolution has significantly transformed consumer behavior, particularly among generation Z. TikTok has emerged as a particularly dominant force and therefore this thesis investigates the influence of TikTok User-generated content on impulsive buying behavior towards beauty products among generation Z. Through a qualitative analysis the authors explore the intricate dynamics of TikToks UGC, aiming to uncover trends and patterns that trigger impulsive purchases.  Drawing on semi-structured interviews with Generation Z beauty consumers, the study investigates how TikTok's unique features and content dynamics drive impulsive purchases. The analysis focuses on identifying key trends and patterns in UGC that contribute to spontaneous buying decisions, as well as understanding the role of authenticity, trust, and emotional engagement in this process. The findings reveal that individuals who spend more time on TikTok are more likely to exhibit impulsive buying behavior. Key factors influencing these behaviors include the perceived honesty and expertise of influencers, the relatability and aspirational qualities of content creators, and the repeated exposure to products. Limited editions and perceived exclusivity further amplify the urgency to purchase. TikToks video format, which provides immediate and relatable visual proof of products effectiveness, plays a crucial role in driving these impulsive buying decisions. This study underscores the importance for brands to strategically leverage TikToks platform to engage with Generation Z consumers effectively. By creating honest, relatable content and utilizing the power of repeated exposure, brands can enhance consumer engagement and drive sales, fostering long term trust and loyalty among Generation Z consumers.

Выпускная квалификационная работа состоит из введения, трех частей, заключения, библиографического списка и приложений. Представлена теоретическая часть: Используя такие теории, как иерархия потребностей Маслоу, двухфакторная теория Герцберга и теория справедливости Адамса, в исследовании рассматриваются основные факторы, способствующие текучести кадров. Практическая часть включает в себя углубленный анализ организационной структуры компании, удовлетворенности сотрудников и существующих методов управления с помощью анализа литературы, количественных опросов и качественных оценок. Полученные данные свидетельствуют о том, что основными причинами текучести кадров в компании TC Company являются неадекватная система оплаты труда, ограниченные возможности карьерного роста и неоптимальные условия труда. Содержание проектной части: предложены рекомендации по предотвращению текучести кадров. Для решения этих проблем в диссертации рекомендуется усовершенствовать структуру заработной платы и льгот, создать четкую и справедливую систему служебной аттестации, улучшить возможности карьерного роста и продвижения по службе, а также создать благоприятную рабочую среду. Внедряя эти стратегии, компания TC Company может повысить удовлетворенность сотрудников, снизить текучесть кадров и, в конечном счете, укрепить свои конкурентные преимущества в технологическом секторе. Результаты исследования являются ценным руководством для аналогичных предприятий, сталкивающихся с проблемами управления человеческими ресурсами и удержания сотрудников. В заключение подводятся итоги в соответствии с поставленными задачами. / The final qualifying work consists of an introduction, three parts, a conclusion, a bibliographic list, and appendixes. The theoretical part presents (description of the essence). Utilizing theories such as Maslow's Hierarchy of Needs, Herzberg's Two-Factor Theory, and Adams' Equity Theory, the study explores the underlying factors contributing to employee turnover. The practical part analyzes (description of the essence). The research includes an in-depth analysis of TC Company's organizational structure, employee satisfaction, and existing management practices through a combination of literature review, quantitative surveys, and qualitative assessments. Project part contents (description of the essence). The findings indicate that the primary causes of turnover at TC Company include an inadequate compensation system, limited career development opportunities, and suboptimal working conditions. In conclusion, the results are summed up in accordance with the tasks set. To address these issues, the thesis recommends enhancing the salary and benefits structure, establishing a clear and fair performance appraisal system, improving career development and promotion pathways, and fostering a supportive work environment. By implementing these strategies, TC Company can enhance employee satisfaction, reduce turnover rates, and ultimately strengthen its competitive edge in the technology sector. The study's insights provide valuable guidance for similar enterprises facing challenges in human resource management and employee retention.

In South Africa, less than 10% of individuals are financially independent after retirement, with an increasing number becoming dependent on social grants from government – hence the importance of analysing the asset composition of high net worth individuals who have achieved financial independence. To achieve the aim of this study, it was first necessary to define net worth and to develop a theoretical framework of the assets and liabilities included in the measurement of an individual’s net worth and how these assets and liabilities should be valued. A definition of high net worth individuals was then formulated. Secondly, the factors influencing the asset composition of high net worth individuals, as well as selected demographic factors that influence net worth, were investigated. Finally, following a quantitative approach, data collected from the liquidation and distribution accounts of deceased individuals were analysed according to the developed framework. The results of this study suggest that are indeed differences in the contribution of the different asset types when measured using the mean, relative contribution and importance of the asset class in comparison with total assets. Further analysis revealed that the richest individuals included in the survey invested more in shares than the other groups for whom immovable property was the primary asset. Based on the analysis of selected demographic factors, the findings indicated that for many of the dependent variables, the asset used most by respondents in that group was not the same asset that made the highest contribution to the net worth of the individuals in the group. / Business Management / M. Com. (Accounting)

In South Africa, less than 10% of individuals are financially independent after retirement, with an increasing number becoming dependent on social grants from government – hence the importance of analysing the asset composition of high net worth individuals who have achieved financial independence. To achieve the aim of this study, it was first necessary to define net worth and to develop a theoretical framework of the assets and liabilities included in the measurement of an individual’s net worth and how these assets and liabilities should be valued. A definition of high net worth individuals was then formulated. Secondly, the factors influencing the asset composition of high net worth individuals, as well as selected demographic factors that influence net worth, were investigated. Finally, following a quantitative approach, data collected from the liquidation and distribution accounts of deceased individuals were analysed according to the developed framework. The results of this study suggest that are indeed differences in the contribution of the different asset types when measured using the mean, relative contribution and importance of the asset class in comparison with total assets. Further analysis revealed that the richest individuals included in the survey invested more in shares than the other groups for whom immovable property was the primary asset. Based on the analysis of selected demographic factors, the findings indicated that for many of the dependent variables, the asset used most by respondents in that group was not the same asset that made the highest contribution to the net worth of the individuals in the group. / Taxation / M. Com. (Accounting)

Sport and sport events contribute a big percentage to the growth of sport tourism in South Africa. South Africa also hosts some of the most significant endurance events such as the Cape Argus, Cape Epic, Midmar Mile, Two Oceans Marathon and the Comrades Marathon. These endurance events have the potential to enhance endurance sport in South Africa and can also be used as a tool for tourism. It is important however, to determine the endurance sport consumption behaviour for participants and spectators who attend these events, since their behaviour and habits will influence their choices pertaining to travelling for sport events and even tourism. Sport tourism literature currently does not provide information and insight on this matter. Due to the lack of literature pertaining to endurance sport consumption behaviour, a description had to be provided to aid with the study. Endurance sport consumption behaviour (ESCB) in this study is therefore described as behaviour revealed by sport consumers who adapt their lifestyles after realising their desire to be self-complete, by testing and developing their bodies through sport activities. Sport consumption becomes the essence when participating in competitive, nature-related and fitness activities for both professional and amateur sport consumers. For spectatorship, these behaviours will differ, since the intentions of fans and supporters as well as the reasons for spectating differ, but sport events give them the opportunity to engage in sport on a different level, whether for the event or for the participant. These behavioural intentions can be influenced by the sport consumers’ attitude and subjective norms. ESCB is influenced by three main factors and includes: the demographic and behavioural profile; the motives and travel behaviour and the commitment towards the sport/event. The goal of the study was therefore to do a critical assessment of sport consumption at endurance sport events. In order to achieve this aim, secondary data of five endurance events (Cape Argus, Cape Epic, Midmar Mile, Two Oceans Marathon and the Comrades Marathon) were pooled. A total of 6453 questionnaires were distributed between the respective events for both participants and spectators attending these sport events and were included in the statistical analysis. From a first point of view, these sport consumers might seem homogenous, but when analysing the results, it became evident that sport participants and spectators (with regards to participation and support of endurance events) were not homogenous pertaining to their sport consumption behaviour at the respective endurance sport events. There are four main aspects that drive ESCB for endurance participants, namely the type of participant who pursues the sport; the age of the participant; the type of sport and the motives to participate. Four travel motives for these endurance sport participants were commitment, intrinsic achievement, escape and socialisation and the challenge these events provide. Endurance participants furthermore see sport events as an opportunity to travel. The spectators’ ESCB were driven by their socio-demographic and behavioural profile and the motives for supporting the respective endurance events. Endurance sport spectators were motivated by the social interaction and the sport novelty of the sport events. Their memorable experiences were influenced by the event’s personnel and provision, amenities, comfort and visibility, infrastructure and marketing. The study made literature contributions pertaining to the description of ESCB, which were lacking from sport tourism literature. Based on the results, recommendations were made, not only based on ESCB, but also on how these types of events can be used to enhance sport tourism in South Africa as well as the participation and support for these types of sport. Spectators’ views on endurance sport events were also lacking. The study indicated that these consumers were personally involved with the participants’ journey to success, compared to supporters who attended for the event in specific. In this study, sport consumer profiles are compared on a large scale, which have not yet been done in current sport literature, providing a holistic overview of endurance sport consumers. Sport consumer profiles are influenced by the sport context and the marketing of these events, but most importantly the ESCB. Practical contributions include the specialisation for endurance sport events, the growth for sport and tourism and insights to consumer behaviour for sport event organisers and marketers. This study is important, especially for sport marketers and organisations, in order to ensure the long term sustainability and competitiveness for the sport industry as well as for expanding sport tourism and tourism in South Africa. / PhD (Tourism Management), North-West University, Potchefstroom Campus, 2015

Since the 1970s when the first destination image studies were performed, this topic has become one of the most predominant in the tourism marketing literature. Destination image within the tourism industry is essential, as most tourism products are services rather than physical goods, and can often only compete by means of the image they portray. The image of a specific destination is a major element in the final decision when selecting the destination. Both positive and negative images occur, together having a great impact on the travel and tourism industry. Destinations therefore have to create images of their location and what they have to offer to help differentiate them from their competition. Therefore, potential tourists rely on their mental images when deciding to visit one destination over another. Different influences emerge within tourist decisions, which affect their ultimate experience. It is therefore clear that, to understand tourists‟ needs and wants, relationship building is important and this could assist with the marketing of products or services. Marketing plays a central part in tourism, since consumers need to travel to a certain destination to see, feel or test the product that is to be purchased and evaluated. Image is formed based on three main components. These are: cognitive (what one knows about a destination), affective (how one feels about what one knows) and conative components (how one acts on this information). To date, various image models have been developed. However, none of these have been applied to, tested in, or developed for South Africa. It is therefore important to know how tourists formulate a destinations‟ image as well as what influences their image regarding a destination. Therefore, to achieve this and the goal of this study, which is to develop a framework for the optimisation of the image of South Africa as a tourism destination, a comprehensive review of marketing and destination image literature was performed, subsequent to which the research was conducted. After having conducted the literature review and gathered expert advice and opinions, various literature-based attributes were identified. A total of sixty-three attributes were acknowledged whereafter these were sifted and grouped into Cognitive, Affective and Conative attributes. After taking expert advice into consideration, these attributes were once again sifted and it was determined whether they were applicable for this research. A total of fifty-seven attributes remained important and formed part of the questionnaire. Forty-two attributes were Cognitive, twelve Affective and three Conative. The research was conducted at the international departure area of a major international airport in South Africa. The respondents consisted of international tourists that were returning to their home countries after visiting South Africa. A total of 500 questionnaires were distributed of which 474 questionnaires were obtained. Of these, 451 questionnaires were usable for this study, as 23 questionnaires were incomplete and not usable. The number of questionnaires was therefore representative of the target population and further analysis. After the questionnaires for this study were gathered, the primary data was captured and analysed. Different types of data analyses were used in this study: Firstly, descriptive analysis to determine findings concerning the demographic profile of respondents and the respondent‟s travel behaviour whilst visiting South Africa. Secondly, factor analyses to factorise the image attributes into image factors; and to factorise external aspects into factors and determine how these affect image formation. Thirdly, ANOVAs (One-way analysis of variance) were conducted where more than two categories formed part of the question, t-tests were conducted to compare the image factors with questions consisting of only two categories and Spearman rank correlations were conducted to describe the strength and direction of the linear relationship between selected variables. Finally, Structural Equation Modelling was used to empirically test the framework and evaluate how well the data supports the hypothesised model. The first factor analysis resulted in 13 reliable and valid factors, which consisted of the cognitive, affective and conative image attributes. These factors, together with the factors of the second factor analysis (Media, Political and Iconic aspects) were used as constructs in the Structural Equation Modelling analysis. After having combined the results of all the different analyses, a framework was developed that identifies the aspects influencing South Africa‟s image. Some of the main findings were that media, political happenings and iconic aspects directly influenced cognitive, affective and conative images. Novel to this study was the significant influence of icons. Interestingly, demographic information only affects cognitive image and neither affective nor conative image. Travel behaviour contributes to the formation of cognitive, affective and conative image.However, surprisingly, the lack of influence from travel agents and travel guides was also depicted in the results. This framework emphasises the importance of pre-, onsite and post-experiences as well as communication in image formation. This study contributes academically, methodologically and practically. Academic contributions include empirically testing the framework, which significantly contributes to literature; and the innovative inclusion and assessment of icons adds a new dimension to image formation in literature. From a methodological point of view, it is clear that the analyses of all influencing aspects are challenging and not standardised. The types of analyses applied in this study enhanced the in-depth analyses of the data that was then included into one framework. The data was empirically tested and found to be reliable. The empirical testing of all aspects in a South African context was different and innovative, which finally created a detailed picture of South Africa‟s image as a tourism destination. Finally, the practical contribution of this study is that the framework developed for this study can be used by tourism organisations of various types in planning and implementing marketing strategies. The framework can direct their advertising and staff training; and improve the general tourism product of South Africa. The framework can also be applied to other tourism destinations. Clear recommendations were made regarding the focus of marketing strategies and building the image of South Africa. It was recommended that the framework developed in this study be implemented by national tourism organisations such as SA Tourism, as well as provincial organisations such as Tourism Boards. Product owners can benefit from the framework by considering some of the influential aspects in their product development and marketing strategies. Lastly, all marketing strategies and plans for South Africa should be focused on improving the cognitive, affective and conative image of South Africa. / PhD (Tourism Management), North-West University, Potchefstroom Campus, 2015

Sport and sport events contribute a big percentage to the growth of sport tourism in South Africa. South Africa also hosts some of the most significant endurance events such as the Cape Argus, Cape Epic, Midmar Mile, Two Oceans Marathon and the Comrades Marathon. These endurance events have the potential to enhance endurance sport in South Africa and can also be used as a tool for tourism. It is important however, to determine the endurance sport consumption behaviour for participants and spectators who attend these events, since their behaviour and habits will influence their choices pertaining to travelling for sport events and even tourism. Sport tourism literature currently does not provide information and insight on this matter. Due to the lack of literature pertaining to endurance sport consumption behaviour, a description had to be provided to aid with the study. Endurance sport consumption behaviour (ESCB) in this study is therefore described as behaviour revealed by sport consumers who adapt their lifestyles after realising their desire to be self-complete, by testing and developing their bodies through sport activities. Sport consumption becomes the essence when participating in competitive, nature-related and fitness activities for both professional and amateur sport consumers. For spectatorship, these behaviours will differ, since the intentions of fans and supporters as well as the reasons for spectating differ, but sport events give them the opportunity to engage in sport on a different level, whether for the event or for the participant. These behavioural intentions can be influenced by the sport consumers’ attitude and subjective norms. ESCB is influenced by three main factors and includes: the demographic and behavioural profile; the motives and travel behaviour and the commitment towards the sport/event. The goal of the study was therefore to do a critical assessment of sport consumption at endurance sport events. In order to achieve this aim, secondary data of five endurance events (Cape Argus, Cape Epic, Midmar Mile, Two Oceans Marathon and the Comrades Marathon) were pooled. A total of 6453 questionnaires were distributed between the respective events for both participants and spectators attending these sport events and were included in the statistical analysis. From a first point of view, these sport consumers might seem homogenous, but when analysing the results, it became evident that sport participants and spectators (with regards to participation and support of endurance events) were not homogenous pertaining to their sport consumption behaviour at the respective endurance sport events. There are four main aspects that drive ESCB for endurance participants, namely the type of participant who pursues the sport; the age of the participant; the type of sport and the motives to participate. Four travel motives for these endurance sport participants were commitment, intrinsic achievement, escape and socialisation and the challenge these events provide. Endurance participants furthermore see sport events as an opportunity to travel. The spectators’ ESCB were driven by their socio-demographic and behavioural profile and the motives for supporting the respective endurance events. Endurance sport spectators were motivated by the social interaction and the sport novelty of the sport events. Their memorable experiences were influenced by the event’s personnel and provision, amenities, comfort and visibility, infrastructure and marketing. The study made literature contributions pertaining to the description of ESCB, which were lacking from sport tourism literature. Based on the results, recommendations were made, not only based on ESCB, but also on how these types of events can be used to enhance sport tourism in South Africa as well as the participation and support for these types of sport. Spectators’ views on endurance sport events were also lacking. The study indicated that these consumers were personally involved with the participants’ journey to success, compared to supporters who attended for the event in specific. In this study, sport consumer profiles are compared on a large scale, which have not yet been done in current sport literature, providing a holistic overview of endurance sport consumers. Sport consumer profiles are influenced by the sport context and the marketing of these events, but most importantly the ESCB. Practical contributions include the specialisation for endurance sport events, the growth for sport and tourism and insights to consumer behaviour for sport event organisers and marketers. This study is important, especially for sport marketers and organisations, in order to ensure the long term sustainability and competitiveness for the sport industry as well as for expanding sport tourism and tourism in South Africa. / PhD (Tourism Management), North-West University, Potchefstroom Campus, 2015

Since the 1970s when the first destination image studies were performed, this topic has become one of the most predominant in the tourism marketing literature. Destination image within the tourism industry is essential, as most tourism products are services rather than physical goods, and can often only compete by means of the image they portray. The image of a specific destination is a major element in the final decision when selecting the destination. Both positive and negative images occur, together having a great impact on the travel and tourism industry. Destinations therefore have to create images of their location and what they have to offer to help differentiate them from their competition. Therefore, potential tourists rely on their mental images when deciding to visit one destination over another. Different influences emerge within tourist decisions, which affect their ultimate experience. It is therefore clear that, to understand tourists‟ needs and wants, relationship building is important and this could assist with the marketing of products or services. Marketing plays a central part in tourism, since consumers need to travel to a certain destination to see, feel or test the product that is to be purchased and evaluated. Image is formed based on three main components. These are: cognitive (what one knows about a destination), affective (how one feels about what one knows) and conative components (how one acts on this information). To date, various image models have been developed. However, none of these have been applied to, tested in, or developed for South Africa. It is therefore important to know how tourists formulate a destinations‟ image as well as what influences their image regarding a destination. Therefore, to achieve this and the goal of this study, which is to develop a framework for the optimisation of the image of South Africa as a tourism destination, a comprehensive review of marketing and destination image literature was performed, subsequent to which the research was conducted. After having conducted the literature review and gathered expert advice and opinions, various literature-based attributes were identified. A total of sixty-three attributes were acknowledged whereafter these were sifted and grouped into Cognitive, Affective and Conative attributes. After taking expert advice into consideration, these attributes were once again sifted and it was determined whether they were applicable for this research. A total of fifty-seven attributes remained important and formed part of the questionnaire. Forty-two attributes were Cognitive, twelve Affective and three Conative. The research was conducted at the international departure area of a major international airport in South Africa. The respondents consisted of international tourists that were returning to their home countries after visiting South Africa. A total of 500 questionnaires were distributed of which 474 questionnaires were obtained. Of these, 451 questionnaires were usable for this study, as 23 questionnaires were incomplete and not usable. The number of questionnaires was therefore representative of the target population and further analysis. After the questionnaires for this study were gathered, the primary data was captured and analysed. Different types of data analyses were used in this study: Firstly, descriptive analysis to determine findings concerning the demographic profile of respondents and the respondent‟s travel behaviour whilst visiting South Africa. Secondly, factor analyses to factorise the image attributes into image factors; and to factorise external aspects into factors and determine how these affect image formation. Thirdly, ANOVAs (One-way analysis of variance) were conducted where more than two categories formed part of the question, t-tests were conducted to compare the image factors with questions consisting of only two categories and Spearman rank correlations were conducted to describe the strength and direction of the linear relationship between selected variables. Finally, Structural Equation Modelling was used to empirically test the framework and evaluate how well the data supports the hypothesised model. The first factor analysis resulted in 13 reliable and valid factors, which consisted of the cognitive, affective and conative image attributes. These factors, together with the factors of the second factor analysis (Media, Political and Iconic aspects) were used as constructs in the Structural Equation Modelling analysis. After having combined the results of all the different analyses, a framework was developed that identifies the aspects influencing South Africa‟s image. Some of the main findings were that media, political happenings and iconic aspects directly influenced cognitive, affective and conative images. Novel to this study was the significant influence of icons. Interestingly, demographic information only affects cognitive image and neither affective nor conative image. Travel behaviour contributes to the formation of cognitive, affective and conative image.However, surprisingly, the lack of influence from travel agents and travel guides was also depicted in the results. This framework emphasises the importance of pre-, onsite and post-experiences as well as communication in image formation. This study contributes academically, methodologically and practically. Academic contributions include empirically testing the framework, which significantly contributes to literature; and the innovative inclusion and assessment of icons adds a new dimension to image formation in literature. From a methodological point of view, it is clear that the analyses of all influencing aspects are challenging and not standardised. The types of analyses applied in this study enhanced the in-depth analyses of the data that was then included into one framework. The data was empirically tested and found to be reliable. The empirical testing of all aspects in a South African context was different and innovative, which finally created a detailed picture of South Africa‟s image as a tourism destination. Finally, the practical contribution of this study is that the framework developed for this study can be used by tourism organisations of various types in planning and implementing marketing strategies. The framework can direct their advertising and staff training; and improve the general tourism product of South Africa. The framework can also be applied to other tourism destinations. Clear recommendations were made regarding the focus of marketing strategies and building the image of South Africa. It was recommended that the framework developed in this study be implemented by national tourism organisations such as SA Tourism, as well as provincial organisations such as Tourism Boards. Product owners can benefit from the framework by considering some of the influential aspects in their product development and marketing strategies. Lastly, all marketing strategies and plans for South Africa should be focused on improving the cognitive, affective and conative image of South Africa. / PhD (Tourism Management), North-West University, Potchefstroom Campus, 2015