A study of the factors influencing the success of internet marketing in small South African tourism businesses
- Authors: Elliott, Roger Michael
- Date: 2005
- Subjects: Tourism -- South Africa -- Management , Small business -- South Africa -- Management , Internet marketing -- South Africa , Strategic planning , Marketing -- Management , Communication in management
- Language: English
- Type: Thesis , Doctoral , PhD
- Identifier: vital:1204 , http://hdl.handle.net/10962/d1016252
- Description: The tourism sector has been identified as an industry that has the potential to make a substantial contribution to job creation, economic growth, and redressing past imbalances in South Africa as it has been recognised as an underexploited sector with considerable potential for growth. The majority of tourism enterprises fall within the definition of small businesses, which have been identified as the most appropriate enterprises through which the economic challenges facing South Africa can be addressed. Small businesses differ from their larger counterparts not only in terms of size, but also in regard to access to resources and marketing expertise. Not surprisingly, one of the issues identified as preventing this sector from reaching its full potential is access to markets. The focus of this study is to identify the primary factors driving the success of the use of the Internet for marketing in small businesses operating in the tourism sector in South Africa. If these factors can be identified, this will allow existing and emerging small businesses to access markets and retain customers more easily leading to a proliferation of these enterprises. A theoretical model was formulated from the literature in which the factors influencing the success of Internet marketing were identified. These factors can broadly be divided into generic (marketing or management) factors and Internet specific factors. The technological aspects of the Internet were not ignored, but regarded as a resource to be managed rather than an autonomous source of competitive advantage. This model was tested by making use of a large-scale empirical study. Convenience sampling was used and the data was collected from small tourism businesses (that is businesses with fewer than 100 employees) in the Western Cape, Eastern Cape and KwaZulu-Natal provinces of South Africa. The factors were identified using exploratory factor analysis and the Cronbach alpha coefficients were assessed to confirm the reliability of these scales. Structural equation modelling was used as the principal mode of statistical analysis to measure the relationships amongst the variables in the model proposed in this study. A correlation analysis was used to measure the impact of marketing objectives on the success of Internet marketing. The primary determinants of the success of Internet marketing in small businesses operating in the tow-ism sector in South Africa were identified by the empirical study as: Product champion Links Alliances Owner-manager knowledge Entrepreneurial orientation Owner-manager vision Customer orientation Marketing objectives Interestingly, one factor, Strategic planning, recorded a negative influence on the success of Internet marketing. This is possibly because the owner-manager felt that this was a redundant exercise given the dominant and pervasive influence of the owner-manager in all spheres of the business. Nevertheless, if small tourism firms consider the factors identified in this thesis as essential aspects in the use of the Internet for marketing, this will allow them to overcome one of the biggest hurdles to their prosperity, namely, the access to markets.
- Full Text:
- Authors: Elliott, Roger Michael
- Date: 2005
- Subjects: Tourism -- South Africa -- Management , Small business -- South Africa -- Management , Internet marketing -- South Africa , Strategic planning , Marketing -- Management , Communication in management
- Language: English
- Type: Thesis , Doctoral , PhD
- Identifier: vital:1204 , http://hdl.handle.net/10962/d1016252
- Description: The tourism sector has been identified as an industry that has the potential to make a substantial contribution to job creation, economic growth, and redressing past imbalances in South Africa as it has been recognised as an underexploited sector with considerable potential for growth. The majority of tourism enterprises fall within the definition of small businesses, which have been identified as the most appropriate enterprises through which the economic challenges facing South Africa can be addressed. Small businesses differ from their larger counterparts not only in terms of size, but also in regard to access to resources and marketing expertise. Not surprisingly, one of the issues identified as preventing this sector from reaching its full potential is access to markets. The focus of this study is to identify the primary factors driving the success of the use of the Internet for marketing in small businesses operating in the tourism sector in South Africa. If these factors can be identified, this will allow existing and emerging small businesses to access markets and retain customers more easily leading to a proliferation of these enterprises. A theoretical model was formulated from the literature in which the factors influencing the success of Internet marketing were identified. These factors can broadly be divided into generic (marketing or management) factors and Internet specific factors. The technological aspects of the Internet were not ignored, but regarded as a resource to be managed rather than an autonomous source of competitive advantage. This model was tested by making use of a large-scale empirical study. Convenience sampling was used and the data was collected from small tourism businesses (that is businesses with fewer than 100 employees) in the Western Cape, Eastern Cape and KwaZulu-Natal provinces of South Africa. The factors were identified using exploratory factor analysis and the Cronbach alpha coefficients were assessed to confirm the reliability of these scales. Structural equation modelling was used as the principal mode of statistical analysis to measure the relationships amongst the variables in the model proposed in this study. A correlation analysis was used to measure the impact of marketing objectives on the success of Internet marketing. The primary determinants of the success of Internet marketing in small businesses operating in the tow-ism sector in South Africa were identified by the empirical study as: Product champion Links Alliances Owner-manager knowledge Entrepreneurial orientation Owner-manager vision Customer orientation Marketing objectives Interestingly, one factor, Strategic planning, recorded a negative influence on the success of Internet marketing. This is possibly because the owner-manager felt that this was a redundant exercise given the dominant and pervasive influence of the owner-manager in all spheres of the business. Nevertheless, if small tourism firms consider the factors identified in this thesis as essential aspects in the use of the Internet for marketing, this will allow them to overcome one of the biggest hurdles to their prosperity, namely, the access to markets.
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The development of independent contractors within the Working for Water Programme over a twenty-four month period : a programme evaluation : Western region, Eastern Cape
- Authors: Knipe, Andrew
- Date: 2005
- Subjects: Working for Water Programme Contractors -- South Africa Construction contracts -- South Africa Business enterprises, Black -- South Africa Employee empowerment -- South Africa
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:799 , http://hdl.handle.net/10962/d1004916
- Description: This research is concerned with the development of independent contractors within the Working for Water Programme over a twenty-four month period. The meaningful participation of previously disadvantaged South Africans fall within the ambit of black economic empowerment. The Government Gazette (1997: No. 1820) defines black economic empowerment as a deliberate programme to achieve the meaningful participation of disadvantaged South Africans in the mainstream economy as managers, owners of capital and employees. The purpose of this research was to evaluate the contractors within the Western Region of the Eastern Cape, in order to assess how they have developed as independent contractors within the developmental framework provided by the Working for Water Programme. This developmental framework takes place over a 462-day period or roughly 24 months. The evaluation aimed to determine whether the two-year development period sufficiently prepared contractors for competition in the open market and if contractors had acquired the necessary skills to run a successful business. A formative programme evaluation was used as a tool of analysis to identify areas of weakness and establish priorities for improvement. A qualitative research approach was followed, guided by an adapted version of the Context, Input, Process and Product approach to evaluation (Parlett and Hamilton cited in Calder, 1995, p.25). Using structured interviews comprising of closed and open ended questions, data was gathered from thirty contractors, five managers and one Senior Executive Officer within the Western Region of the Eastern Cape. An interview was also conducted with the Regional Programme leader of the Eastern Cape. Further data collection techniques included documentary research. Data was analysed using qualitative data analysis techniques described by Thorne (1997, p.118), as relying on inductive reasoning to interpret and structure the meanings that can be derived from the data. Passages of interest were marked so that the data could be reduced to a manageable size as described by Seidman (1991, p.91-1 01) and various categories were developed that had commonalties and thematic connections. The Working for Water Programme aims to exit contractors successfully after a twenty-four month developmental period. The Working for Water Programme has formalised its development framework through a training matrix in which the required training at contractor level is outlined. The finding of the research is that the current contractor development programme do not adequately prepare contractors for independence and entrepreneurship in a competitive market. There is no co-ordinated development of predetermined skills. Contractors are not able to articulate what their plans are after exit from the WFW Programme. No concrete evidence of actively pursuing alternative contract opportunities was evident from contractors who were about to exit the Programme and there is no person to champion the cause of meaningful post exit opportunities. The main recommendations from this research are that contractors be selected via an application system rather that appointment through steering committees. Selected contractors must be medically fit and at least have a matriculation certificate. Contractors should be assessed on a 6-monthly basis and contractors not achieving a minimum competency level must be removed from the programme. Managers should also have basic competency levels in order to facilitate skill transfer through a mentorship process. The charge out rate of equipment should be revised every six months. The charge out rates should also be increased significantly to cater for the harsh conditions under which contractors are operational. A "champion" needs to be appointed which will actively seek exit opportunities for trained contractors. This person will also seek to develop functional partnerships with various private and government institutions to create opportunities for exited contractors.
- Full Text:
- Authors: Knipe, Andrew
- Date: 2005
- Subjects: Working for Water Programme Contractors -- South Africa Construction contracts -- South Africa Business enterprises, Black -- South Africa Employee empowerment -- South Africa
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:799 , http://hdl.handle.net/10962/d1004916
- Description: This research is concerned with the development of independent contractors within the Working for Water Programme over a twenty-four month period. The meaningful participation of previously disadvantaged South Africans fall within the ambit of black economic empowerment. The Government Gazette (1997: No. 1820) defines black economic empowerment as a deliberate programme to achieve the meaningful participation of disadvantaged South Africans in the mainstream economy as managers, owners of capital and employees. The purpose of this research was to evaluate the contractors within the Western Region of the Eastern Cape, in order to assess how they have developed as independent contractors within the developmental framework provided by the Working for Water Programme. This developmental framework takes place over a 462-day period or roughly 24 months. The evaluation aimed to determine whether the two-year development period sufficiently prepared contractors for competition in the open market and if contractors had acquired the necessary skills to run a successful business. A formative programme evaluation was used as a tool of analysis to identify areas of weakness and establish priorities for improvement. A qualitative research approach was followed, guided by an adapted version of the Context, Input, Process and Product approach to evaluation (Parlett and Hamilton cited in Calder, 1995, p.25). Using structured interviews comprising of closed and open ended questions, data was gathered from thirty contractors, five managers and one Senior Executive Officer within the Western Region of the Eastern Cape. An interview was also conducted with the Regional Programme leader of the Eastern Cape. Further data collection techniques included documentary research. Data was analysed using qualitative data analysis techniques described by Thorne (1997, p.118), as relying on inductive reasoning to interpret and structure the meanings that can be derived from the data. Passages of interest were marked so that the data could be reduced to a manageable size as described by Seidman (1991, p.91-1 01) and various categories were developed that had commonalties and thematic connections. The Working for Water Programme aims to exit contractors successfully after a twenty-four month developmental period. The Working for Water Programme has formalised its development framework through a training matrix in which the required training at contractor level is outlined. The finding of the research is that the current contractor development programme do not adequately prepare contractors for independence and entrepreneurship in a competitive market. There is no co-ordinated development of predetermined skills. Contractors are not able to articulate what their plans are after exit from the WFW Programme. No concrete evidence of actively pursuing alternative contract opportunities was evident from contractors who were about to exit the Programme and there is no person to champion the cause of meaningful post exit opportunities. The main recommendations from this research are that contractors be selected via an application system rather that appointment through steering committees. Selected contractors must be medically fit and at least have a matriculation certificate. Contractors should be assessed on a 6-monthly basis and contractors not achieving a minimum competency level must be removed from the programme. Managers should also have basic competency levels in order to facilitate skill transfer through a mentorship process. The charge out rate of equipment should be revised every six months. The charge out rates should also be increased significantly to cater for the harsh conditions under which contractors are operational. A "champion" needs to be appointed which will actively seek exit opportunities for trained contractors. This person will also seek to develop functional partnerships with various private and government institutions to create opportunities for exited contractors.
- Full Text:
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