Nuwe kommunikasie- en inligtingstegnologie vorm ’n individu se persepsies en hoe hulle ’n spesifieke organisasie sien. MSF Suid-Afrika se webtuiste (met spesifieke verwysing na die foto’s wat gebruik word op die webtuiste) is een van die kommunikasie- en inligtingstegnologieë wat ’n invloed sal hê op die persepsies van die organisasie se belangegroepe. MSF moet krities dink oor die foto’s wat hulle op hulle webtuiste plaas, aangesien dit moontlik die kommunikasie tussen die vrywilligers en die organisasie, sowel as die persepsies van vrywilligers, kan beïnvloed. Dit is van belang vir MSF om deur die foto’s wat hulle op MSF Suid-Afrika se webtuiste plaas die publiek in te lig oor die omstandighede van die populasie waarbinne die veldwerkers werk. Persepsies rig denke en besluite – problematiese uitdagings kan ontstaan indien hierdie persepsies in kontras staan met die persepsies wat MSF graag wil vorm met die gebruik van foto’s op hulle webtuiste. Die studie fokus vervolgens op die persepsies van potensiële vrywilligers van MSF, met spesifieke fokus op die foto’s gebruik op MSF Suid-Afrika se webtuiste. Die algemene doelstelling van hierdie studie is om vanuit ’n organisasiemediabestuursperspektief te bepaal watter rol foto’s op MSF Suid-Afrika se webtuiste speel in die persepsievorming tydens kommunikasie met potensiële vrywilligers as belangegroep. Die hoof bevindinge van die studie toon dat foto’s ’n rol speel om betekenis by te dra tot kommunikasie met belangegroepe, en dat die impak van die foto’s op MSF se webtuiste ’n rol speel in potensiële vrywilligers se persepsievorming. MSF kan meer fokus op die rol wat foto’s in die kommunikatiewe proses speel. Potensiële vrywilligers het verder aangetoon dat hulle meer persoonlike aandag vanaf MSF wil hê. Daar is ook gevind dat dit van belang is dat MSF se webtuiste visueel aanloklik moet wees en dat die foto’s wat op die webtuiste gebruik word akkuraat en geloofwaardig moet wees. MSF se sukses kan verbeter as hulle meer aandag aan potensiële vrywilligers gee. Respondente het verskillende voorstelle gemaak vir hoe MSF meer vrywilligers kan werf. Die studie dra by tot die belangegroepbestuur tussen MSF Suid- Afrika en hulle potensiële vrywilligers. Dit bied aan MSF Suid-Afrika geleentheid om beter te verstaan wat ’n steekproef van potensiële vrywilligers tans dink van die gebruik van foto’s op hulle webtuiste. / MA (Communication Studies), North-West University, Potchefstroom Campus, 2015

Nuwe kommunikasie- en inligtingstegnologie vorm ’n individu se persepsies en hoe hulle ’n spesifieke organisasie sien. MSF Suid-Afrika se webtuiste (met spesifieke verwysing na die foto’s wat gebruik word op die webtuiste) is een van die kommunikasie- en inligtingstegnologieë wat ’n invloed sal hê op die persepsies van die organisasie se belangegroepe. MSF moet krities dink oor die foto’s wat hulle op hulle webtuiste plaas, aangesien dit moontlik die kommunikasie tussen die vrywilligers en die organisasie, sowel as die persepsies van vrywilligers, kan beïnvloed. Dit is van belang vir MSF om deur die foto’s wat hulle op MSF Suid-Afrika se webtuiste plaas die publiek in te lig oor die omstandighede van die populasie waarbinne die veldwerkers werk. Persepsies rig denke en besluite – problematiese uitdagings kan ontstaan indien hierdie persepsies in kontras staan met die persepsies wat MSF graag wil vorm met die gebruik van foto’s op hulle webtuiste. Die studie fokus vervolgens op die persepsies van potensiële vrywilligers van MSF, met spesifieke fokus op die foto’s gebruik op MSF Suid-Afrika se webtuiste. Die algemene doelstelling van hierdie studie is om vanuit ’n organisasiemediabestuursperspektief te bepaal watter rol foto’s op MSF Suid-Afrika se webtuiste speel in die persepsievorming tydens kommunikasie met potensiële vrywilligers as belangegroep. Die hoof bevindinge van die studie toon dat foto’s ’n rol speel om betekenis by te dra tot kommunikasie met belangegroepe, en dat die impak van die foto’s op MSF se webtuiste ’n rol speel in potensiële vrywilligers se persepsievorming. MSF kan meer fokus op die rol wat foto’s in die kommunikatiewe proses speel. Potensiële vrywilligers het verder aangetoon dat hulle meer persoonlike aandag vanaf MSF wil hê. Daar is ook gevind dat dit van belang is dat MSF se webtuiste visueel aanloklik moet wees en dat die foto’s wat op die webtuiste gebruik word akkuraat en geloofwaardig moet wees. MSF se sukses kan verbeter as hulle meer aandag aan potensiële vrywilligers gee. Respondente het verskillende voorstelle gemaak vir hoe MSF meer vrywilligers kan werf. Die studie dra by tot die belangegroepbestuur tussen MSF Suid- Afrika en hulle potensiële vrywilligers. Dit bied aan MSF Suid-Afrika geleentheid om beter te verstaan wat ’n steekproef van potensiële vrywilligers tans dink van die gebruik van foto’s op hulle webtuiste. / MA (Communication Studies), North-West University, Potchefstroom Campus, 2015

Kundige bestuur is n hedendaagse begrip wat beskou word as die rede waarom sommige organisasies net funksioneer en ander uitstekend presteer. Die eise wat aan bestuurders van besighede en Nie–Winsgewende Organisasies (NWOs) se bestuursmilieu gestel word, is uiters hoog en vereis vaardigheid, kennis en ondervinding. Die bestuur van NWOs behoort goed ingelig te wees ten opsigte van die bestuursvaardighede waaroor hul eweknieë in die sakesektor beskik. Opleiding in maatskaplike werk in Suid–Afrika is goed ontwikkel en het in die afgelope 20 jaar in verskeie spesialisvelde binne die vakgebied ontvou. Maatskaplikewerk–dienslewering fasiliteer die groei en ontwikkeling van maatskaplike werkers, wat daartoe aanleiding gee dat hulle in so n mate vorder dat hulle hul kort voor lank in bestuursposisies bevind. n Wyer kennisbasis rakende bestuursdinamiek word vereis om die oorgang van maatskaplike werker na bestuurder te kan maak en sodoende doeltreffend as bestuurder te kan funksioneer. Bestuursopleiding deur maatskaplikewerk–opleidingsinstansies in Suid–Afrika bied nie tans spesifieke bestuursopleiding in die NWO–konteks aan nie. Ondersoek is deur hierdie studie ingestel om n model te ontwikkel om bogenoemde aan te spreek. Hoofstuk 1 fokus op die formulering van die navorsingsonderwerp en gee die sentrale strategiese agument en doel met doelwitte. Hoofstuk 2 beskryf die navorsingsmetodologie wat gebruik is in die studie. Hoofstuk 3 vervat n literatuurstudie wat handel oor die huidige funksionering van NWOs in Suid–Afrika. Daar word gefokus op die bestuursprosesse en rolspelers binne n NWO, die sosiale, politieke en ekonomiese faktore wat die funksionering van NWOs beïnvloed, bestuursmodelle en –teorieë, leierskap en die oorgang van maatskaplike werker na NWO–maatskaplikewerkbestuurder. Hierdie inligting bied die agtergrond waarteen die funksionering van NWO–bestuurders in Mpumalanga, Gauteng, Vrystaat en Noord–Kaap gekontekstualiseer kan word. In Hoofstuk 4 word die data wat vanuit die situasie analise met die NWO–bestuurders in Mpumalanga terugontvang is, verwerk en gerapporteer. n Profiel word verskaf ten opsigte van die NWOs in Mpumalanga asook die bestuursrolspelers en –prosesse wat geïmplementeer is. Daarna word die profiel van NWO–bestuurders in Mpumalanga voorgehou met spesifieke fokus op bestuurskennis en –vaardighede van NWO–bestuurders in Mpumalanga. Die opleidingsbehoeftes van NWO–bestuurders word opgesom en geprioritiseer. Die beskikbaarheid van bestuursopleidingsprogrammes in Suid–Afrikaanse maatskaplikewerk–opleidingsinstansies word daarna weergegee. Hoofstuk 5 gee n oorsig van die heersende situasie in Suid–Afrikaanse NWOs vanuit data wat verkry is uit fokusgroepbesprekings met maatskaplike werkers wat as NWO–bestuurders in Gauteng, Vrystaat en die Noord–Kaap werk. Klem word gelê op die fokusgroeplede se persoonlike ervarings van hul oorgang van maatskaplike werker na NWO–bestuurder binne die huidige funksionering van NWOs. Die spesifieke bestuursprosesse en rolspelers in NWOs betrokke by die fasilitering van die oorgang, soos deur NWO–bestuurders geïdentifiseer, word uitgelig. In hoofstuk 6 word n model vir die fasilitering van die oorgangsproses vir bestuurders voorgestel en met die geïdentifiseerde opleidingsbehoeftes geïntegreer. Hoofstuk 7 bestaan uit die gevolgtrekkings en samevattings wat gemaak is uit die studie. Ten slotte word aanbevelings rakende die fasilitering van die oorgangsproses van maatskaplike werkers na bestuurders van NWOs gemaak. / Thesis (Ph.D. (Social Work))--North-West University, Potchefstroom Campus, 2012.

Kundige bestuur is n hedendaagse begrip wat beskou word as die rede waarom sommige organisasies net funksioneer en ander uitstekend presteer. Die eise wat aan bestuurders van besighede en Nie–Winsgewende Organisasies (NWOs) se bestuursmilieu gestel word, is uiters hoog en vereis vaardigheid, kennis en ondervinding. Die bestuur van NWOs behoort goed ingelig te wees ten opsigte van die bestuursvaardighede waaroor hul eweknieë in die sakesektor beskik. Opleiding in maatskaplike werk in Suid–Afrika is goed ontwikkel en het in die afgelope 20 jaar in verskeie spesialisvelde binne die vakgebied ontvou. Maatskaplikewerk–dienslewering fasiliteer die groei en ontwikkeling van maatskaplike werkers, wat daartoe aanleiding gee dat hulle in so n mate vorder dat hulle hul kort voor lank in bestuursposisies bevind. n Wyer kennisbasis rakende bestuursdinamiek word vereis om die oorgang van maatskaplike werker na bestuurder te kan maak en sodoende doeltreffend as bestuurder te kan funksioneer. Bestuursopleiding deur maatskaplikewerk–opleidingsinstansies in Suid–Afrika bied nie tans spesifieke bestuursopleiding in die NWO–konteks aan nie. Ondersoek is deur hierdie studie ingestel om n model te ontwikkel om bogenoemde aan te spreek. Hoofstuk 1 fokus op die formulering van die navorsingsonderwerp en gee die sentrale strategiese agument en doel met doelwitte. Hoofstuk 2 beskryf die navorsingsmetodologie wat gebruik is in die studie. Hoofstuk 3 vervat n literatuurstudie wat handel oor die huidige funksionering van NWOs in Suid–Afrika. Daar word gefokus op die bestuursprosesse en rolspelers binne n NWO, die sosiale, politieke en ekonomiese faktore wat die funksionering van NWOs beïnvloed, bestuursmodelle en –teorieë, leierskap en die oorgang van maatskaplike werker na NWO–maatskaplikewerkbestuurder. Hierdie inligting bied die agtergrond waarteen die funksionering van NWO–bestuurders in Mpumalanga, Gauteng, Vrystaat en Noord–Kaap gekontekstualiseer kan word. In Hoofstuk 4 word die data wat vanuit die situasie analise met die NWO–bestuurders in Mpumalanga terugontvang is, verwerk en gerapporteer. n Profiel word verskaf ten opsigte van die NWOs in Mpumalanga asook die bestuursrolspelers en –prosesse wat geïmplementeer is. Daarna word die profiel van NWO–bestuurders in Mpumalanga voorgehou met spesifieke fokus op bestuurskennis en –vaardighede van NWO–bestuurders in Mpumalanga. Die opleidingsbehoeftes van NWO–bestuurders word opgesom en geprioritiseer. Die beskikbaarheid van bestuursopleidingsprogrammes in Suid–Afrikaanse maatskaplikewerk–opleidingsinstansies word daarna weergegee. Hoofstuk 5 gee n oorsig van die heersende situasie in Suid–Afrikaanse NWOs vanuit data wat verkry is uit fokusgroepbesprekings met maatskaplike werkers wat as NWO–bestuurders in Gauteng, Vrystaat en die Noord–Kaap werk. Klem word gelê op die fokusgroeplede se persoonlike ervarings van hul oorgang van maatskaplike werker na NWO–bestuurder binne die huidige funksionering van NWOs. Die spesifieke bestuursprosesse en rolspelers in NWOs betrokke by die fasilitering van die oorgang, soos deur NWO–bestuurders geïdentifiseer, word uitgelig. In hoofstuk 6 word n model vir die fasilitering van die oorgangsproses vir bestuurders voorgestel en met die geïdentifiseerde opleidingsbehoeftes geïntegreer. Hoofstuk 7 bestaan uit die gevolgtrekkings en samevattings wat gemaak is uit die studie. Ten slotte word aanbevelings rakende die fasilitering van die oorgangsproses van maatskaplike werkers na bestuurders van NWOs gemaak. / Thesis (Ph.D. (Social Work))--North-West University, Potchefstroom Campus, 2012.

In recent years the ideas of good governance and the responsibility of corporate South Africa to contribute to the society in which they operate have become an undeniable part of organisational conception. Indeed, South Africa is considered to be a leader in the field of corporate governance internationally. Forming part of governance practices is Corporate Social Investment (CSI) whereby corporate organisations contribute to causes and societal groupings in need of financial and other assistance. Among these societal groupings that receive support from CSI activities are non-profit organisations (NPOs) that rely on funding from their corporate donors for survival. Based on the exchange of funding and a shared attempt at social development, a relationship between the two parties emerges. From the perspective of the stakeholder theory, corporate organisations, through their CSI activities, and NPOs are stakeholders of each other and a positive relationship between them could strengthen their individual and collective goals. This study explored and described the relationship between corporate donors and recipient NPOs in order to understand the state of the relationship and to critically consider the way in which the relationship is defined, described and measured. First, the relationship was explored by means of partially structured interviews based on well-known relationship indicators where it appeared that the relationship is not only fraught with negative perceptions from both sides, but also where the relationship indicators used to explore the relationship were not entirely suited for the specific context of this relationship. The negative perceptions and inappropriate relationship indicators formed the basis of a theoretical inquiry of literature on CSI, stakeholder relationships and participatory development communication. Subsequently, the partially structured interviews and the literature review informed the design of two corresponding survey questionnaires that could test both findings quantitatively. The results of validity and reliability testing confirmed the qualitative finding that a contextualised measurement is suited for this relationship. A mix of existing and newly formulated items grouped in contextual elements and redefined relationship indicators was used to describe the relationship. A combined analysis of qualitative and quantitative results indicated that the relationship is not as negative as the qualitative research might have suggested (possibly a result of contextualised measurement); but that very specific relational challenges are present and it is suggested that these challenges need a realistic approach of which accurate description is a starting point. The research contributes twofold with the first contribution being a clearer understanding of the relationship between corporate donors and recipient NPOs and the second being a set of redefined and contextualised relationship indicators with which to define and measure this relationship. / PhD (Communication Studies), North-West University, Potchefstroom Campus, 2014

Over recent years, the concept of brand value has increasingly gained prominence in a variety of contexts. This is primarily due to a brand’s ability to increase profits through a promise of value delivered to customers, which makes it a valuable intangible asset to organisations. A brand’s value can, however, only be managed properly if it is measured and understood so as to ensure optimal growth and survival in an ever-changing, volatile marketplace. This realization has prompted investigations into the assessment of the financial value of a brand in both business/marketing research and practice. However, contrary to customary brands such as products or services, the Southern Africa Tourism Services Association (SATSA) is a uniquely fused brand, since it operates as a non-profit, member-driven organisation in the private sector of the Southern African inbound tourism industry. This intricate brand structure inevitably necessitates a more specific premise and subsequent measure of brand value, since it cannot be confined to financial value alone. In the light of this, the main purpose of this study was to develop a brand value model for SATSA to examine the value created by this brand and how it is experienced by its members. To date, the majority of research endeavours have focused on the financial value of a brand. Given the essence of this organisation, brand value ought to encompass a range of aspects other merely financial value. The recent downtrend in membership numbers also highlights the need for determining the value members derive from this specific organisation. Knowledge regarding the brand’s value can serve as a means to improve the current value proposition, thereby enabling an increase in satisfaction and loyalty, growth in membership, and overall organisational sustainability. However, research in brand value specifically for non-profit, member-driven organisations such as SATSA, and in the South African tourism industry is particularly limited. In addition to the latter, no formal measuring instrument currently exists whereby brand value can be measured in such a unique context. It is therefore essential for an organisation such as SATSA to identify specific dimensions of brand value and, to determine which dimensions are most likely to influence members’ perceptions of value by examining the relationships between dimensions, to enable maximum leverage of the brand. Therefore, to achieve the above mentioned and the goal of this study, a comprehensive review of the marketing and tourism/non-profit literature was performed, subsequent to which the research was conducted in two phases. The first phase focused on the construction of a measuring instrument to identify the key aspects that contribute to brand value. Expert knowledge, opinion and consensus were obtained relating to the appropriateness of items to be included in the questionnaire. Based on the latter and the literature review, a total of 53 items were deemed acceptable to measure brand value in this particular context. These items formulated in phase 1 were then included in the final questionnaire and measured together with questions pertaining to the business profile of members in phase 2. Phase 2 focused on analysing brand value from members’ perspective. Self-administered questionnaires were distributed online to all members included in the SATSA database (n=718). A total of 268 questionnaires were completed. To address the goal of this study, selected statistical techniques were employed. Two separate factor analyses were performed on the brand value and brand equity dimensions respectively, which revealed reliable and valid factors, and were used as constructs in the Structural Equation Modelling (SEM) analysis to develop the model. Other statistical techniques included correlations, ANOVAs, and an independent t-test to examine the influence of selected business profile aspects on brand value. The results of the study confirmed that brand value for organisations such as SATSA is, in fact, multifaceted. Brand value in this context therefore consists of financial value, professional trust value, organisational value, network value, social engagement value, in conjunction with brand equity, which is important for developing and sustaining the brand. Professional trust value was also revealed to be a major facet of SATSA’s brand value that requires attention on various levels. The contributions of this research are threefold: From a theoretical point of view, this study is one of the first to identify multiple aspects that specifically contribute to brand value for a non-profit member-driven organisation in the context of tourism, and even more so in a South African context. The development of this model is thus a significant contribution to literature and can be further analysed and tested by other researchers. Secondly, from a methodological point of view, this study sets a benchmark in South African tourism brand value research by designing a reliable questionnaire that measures multiple value aspects for the first time in this context; as well as the construction of a model that captures multiple facets of brand value and reveals unique relationships between specific facets of brand value and brand equity. Thirdly, from a practical perspective the research indicated the current status of SATSA’s brand value, and also equips SATSA with a model that enables them to effectively manage brand value and realise what specifically contributes to increased brand value levels for this organisation. This model can also be tested for organisations with similar brand structures, but also for profit-driven organisations. The information obtained from this study can be applied to conduct a comprehensive assessment of brand value for non-profit, member-driven organisations in the South African tourism industry to encourage value-based management and enable a more proficient value offering. This should lead to optimal member satisfaction, growth in membership numbers and the continuous sustainability of such organisations in South Africa given the competitive operational environment. / PhD (Tourism Management), North-West University, Potchefstroom Campus, 2014

In recent years the ideas of good governance and the responsibility of corporate South Africa to contribute to the society in which they operate have become an undeniable part of organisational conception. Indeed, South Africa is considered to be a leader in the field of corporate governance internationally. Forming part of governance practices is Corporate Social Investment (CSI) whereby corporate organisations contribute to causes and societal groupings in need of financial and other assistance. Among these societal groupings that receive support from CSI activities are non-profit organisations (NPOs) that rely on funding from their corporate donors for survival. Based on the exchange of funding and a shared attempt at social development, a relationship between the two parties emerges. From the perspective of the stakeholder theory, corporate organisations, through their CSI activities, and NPOs are stakeholders of each other and a positive relationship between them could strengthen their individual and collective goals. This study explored and described the relationship between corporate donors and recipient NPOs in order to understand the state of the relationship and to critically consider the way in which the relationship is defined, described and measured. First, the relationship was explored by means of partially structured interviews based on well-known relationship indicators where it appeared that the relationship is not only fraught with negative perceptions from both sides, but also where the relationship indicators used to explore the relationship were not entirely suited for the specific context of this relationship. The negative perceptions and inappropriate relationship indicators formed the basis of a theoretical inquiry of literature on CSI, stakeholder relationships and participatory development communication. Subsequently, the partially structured interviews and the literature review informed the design of two corresponding survey questionnaires that could test both findings quantitatively. The results of validity and reliability testing confirmed the qualitative finding that a contextualised measurement is suited for this relationship. A mix of existing and newly formulated items grouped in contextual elements and redefined relationship indicators was used to describe the relationship. A combined analysis of qualitative and quantitative results indicated that the relationship is not as negative as the qualitative research might have suggested (possibly a result of contextualised measurement); but that very specific relational challenges are present and it is suggested that these challenges need a realistic approach of which accurate description is a starting point. The research contributes twofold with the first contribution being a clearer understanding of the relationship between corporate donors and recipient NPOs and the second being a set of redefined and contextualised relationship indicators with which to define and measure this relationship. / PhD (Communication Studies), North-West University, Potchefstroom Campus, 2014

Over recent years, the concept of brand value has increasingly gained prominence in a variety of contexts. This is primarily due to a brand’s ability to increase profits through a promise of value delivered to customers, which makes it a valuable intangible asset to organisations. A brand’s value can, however, only be managed properly if it is measured and understood so as to ensure optimal growth and survival in an ever-changing, volatile marketplace. This realization has prompted investigations into the assessment of the financial value of a brand in both business/marketing research and practice. However, contrary to customary brands such as products or services, the Southern Africa Tourism Services Association (SATSA) is a uniquely fused brand, since it operates as a non-profit, member-driven organisation in the private sector of the Southern African inbound tourism industry. This intricate brand structure inevitably necessitates a more specific premise and subsequent measure of brand value, since it cannot be confined to financial value alone. In the light of this, the main purpose of this study was to develop a brand value model for SATSA to examine the value created by this brand and how it is experienced by its members. To date, the majority of research endeavours have focused on the financial value of a brand. Given the essence of this organisation, brand value ought to encompass a range of aspects other merely financial value. The recent downtrend in membership numbers also highlights the need for determining the value members derive from this specific organisation. Knowledge regarding the brand’s value can serve as a means to improve the current value proposition, thereby enabling an increase in satisfaction and loyalty, growth in membership, and overall organisational sustainability. However, research in brand value specifically for non-profit, member-driven organisations such as SATSA, and in the South African tourism industry is particularly limited. In addition to the latter, no formal measuring instrument currently exists whereby brand value can be measured in such a unique context. It is therefore essential for an organisation such as SATSA to identify specific dimensions of brand value and, to determine which dimensions are most likely to influence members’ perceptions of value by examining the relationships between dimensions, to enable maximum leverage of the brand. Therefore, to achieve the above mentioned and the goal of this study, a comprehensive review of the marketing and tourism/non-profit literature was performed, subsequent to which the research was conducted in two phases. The first phase focused on the construction of a measuring instrument to identify the key aspects that contribute to brand value. Expert knowledge, opinion and consensus were obtained relating to the appropriateness of items to be included in the questionnaire. Based on the latter and the literature review, a total of 53 items were deemed acceptable to measure brand value in this particular context. These items formulated in phase 1 were then included in the final questionnaire and measured together with questions pertaining to the business profile of members in phase 2. Phase 2 focused on analysing brand value from members’ perspective. Self-administered questionnaires were distributed online to all members included in the SATSA database (n=718). A total of 268 questionnaires were completed. To address the goal of this study, selected statistical techniques were employed. Two separate factor analyses were performed on the brand value and brand equity dimensions respectively, which revealed reliable and valid factors, and were used as constructs in the Structural Equation Modelling (SEM) analysis to develop the model. Other statistical techniques included correlations, ANOVAs, and an independent t-test to examine the influence of selected business profile aspects on brand value. The results of the study confirmed that brand value for organisations such as SATSA is, in fact, multifaceted. Brand value in this context therefore consists of financial value, professional trust value, organisational value, network value, social engagement value, in conjunction with brand equity, which is important for developing and sustaining the brand. Professional trust value was also revealed to be a major facet of SATSA’s brand value that requires attention on various levels. The contributions of this research are threefold: From a theoretical point of view, this study is one of the first to identify multiple aspects that specifically contribute to brand value for a non-profit member-driven organisation in the context of tourism, and even more so in a South African context. The development of this model is thus a significant contribution to literature and can be further analysed and tested by other researchers. Secondly, from a methodological point of view, this study sets a benchmark in South African tourism brand value research by designing a reliable questionnaire that measures multiple value aspects for the first time in this context; as well as the construction of a model that captures multiple facets of brand value and reveals unique relationships between specific facets of brand value and brand equity. Thirdly, from a practical perspective the research indicated the current status of SATSA’s brand value, and also equips SATSA with a model that enables them to effectively manage brand value and realise what specifically contributes to increased brand value levels for this organisation. This model can also be tested for organisations with similar brand structures, but also for profit-driven organisations. The information obtained from this study can be applied to conduct a comprehensive assessment of brand value for non-profit, member-driven organisations in the South African tourism industry to encourage value-based management and enable a more proficient value offering. This should lead to optimal member satisfaction, growth in membership numbers and the continuous sustainability of such organisations in South Africa given the competitive operational environment. / PhD (Tourism Management), North-West University, Potchefstroom Campus, 2014

Every organization has a corporate image (beyond its control) which is mainly formed by its corporate identity (which it can control). This means that organizations have to manage their images. A positive image is particularly important for non-profit organizations, since these organizations depend on the goodwill of their publics for their existence. NG Welsyn is a well known welfare organization, famous for its bond with the Dutch Reformed church. Its two main sources of income, namely the state and members of the church have different opinions about the spending of funds. The state expects NG Welsyn to play a role in transformation, while members of the church want their needs to be catered for first. This, along with the decrease in funds from church members forced NG Welsyn to research its image among Dutch Reformed church members. In order to determine the image of NG Welsyn, an external public relations audit was formed through the use of questionnaires, focus groups and semi-structured interviews. Theoretical knowledge with regard to corporate image and identity as well as attitude formation was used as theoretical framework within the context of strategic communication management by non-profit organizations. The attitudes of church members on the elements of corporate identity were researched to determine the organization's image. The results show that the church members don't have a positive or negative image of NG Welsyn, since they don't have enough information about the organization. There is currently no relationship between the two parties. The main conclusion is that NG Welsyn can improve its image by the strategic management of communication with important publics. / Thesis (M.A. (Communication Studies))--North-West University, Potchefstroom Campus, 2005.

Every organization has a corporate image (beyond its control) which is mainly formed by its corporate identity (which it can control). This means that organizations have to manage their images. A positive image is particularly important for non-profit organizations, since these organizations depend on the goodwill of their publics for their existence. NG Welsyn is a well known welfare organization, famous for its bond with the Dutch Reformed church. Its two main sources of income, namely the state and members of the church have different opinions about the spending of funds. The state expects NG Welsyn to play a role in transformation, while members of the church want their needs to be catered for first. This, along with the decrease in funds from church members forced NG Welsyn to research its image among Dutch Reformed church members. In order to determine the image of NG Welsyn, an external public relations audit was formed through the use of questionnaires, focus groups and semi-structured interviews. Theoretical knowledge with regard to corporate image and identity as well as attitude formation was used as theoretical framework within the context of strategic communication management by non-profit organizations. The attitudes of church members on the elements of corporate identity were researched to determine the organization's image. The results show that the church members don't have a positive or negative image of NG Welsyn, since they don't have enough information about the organization. There is currently no relationship between the two parties. The main conclusion is that NG Welsyn can improve its image by the strategic management of communication with important publics. / Thesis (M.A. (Communication Studies))--North-West University, Potchefstroom Campus, 2005.