Evaluating social media participation for successful marketing and communication by selected private game reserves, Eastern Cape, South Africa
- Authors: Booth, Tara
- Date: 2013
- Subjects: Social media -- Economic aspects , Online social networks -- Economic aspects , Game reserves -- South Africa -- Eastern Cape -- Marketing , Internet marketing -- Economic aspects , Social media -- Marketing , Tourism -- Marketing , Communication in management
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:843 , http://hdl.handle.net/10962/d1015692
- Description: Social media has become one of the defining features of the technological advances known as Web 2.0. As social media has increased in popularity, so businesses are expected to participate. Social media platforms enable businesses to widely broadcast a message as well as interact directly with individual customers. Customers are also able to interact directly with one another and share information and reviews about products and services offered. This suits the tourism industry particularly well. Internationally, research has shown that individuals use social media and other online tools to research potential holiday destinations. In addition social media is used during travel to share snapshots and commentary as well as after travel, through reviews and recommendations on platforms such as TripAdvisor. However, few studies have investigated how tourism destinations use social media to attract new clients and retain existing clients. Very little research has been done on tourism and social media in South Africa despite the importance of this industry to Gross Domestic Product (GDP). This study focused on four-star establishments within the photographic wildlife tourism industry in the Eastern Cape of South Africa. An initial survey of social media participation was carried out within the framework set out by Chan and Guillet (2011); this was then followed up with interviews with selected managers. Results showed that, in general, Private Game Reserves (PGRs) had embraced social media as a communication and marketing platform; despite concerns raised about the lack of control over content as well as poor understanding of the influence social media might have on the bottom line. TripAdvisor, Facebook and Twitter were the most commonly used platforms due to management familiarity with the platform and their ease of use. Few lodges utilised blogs or content sites such as YouTube and management cited time commitments associated with this type of platform as a reason for non-participation. However, although most PGRs or lodges had a profile on social media, this did not always mean active participation. Frequently, lodges began updating but gradually stopped after a few months. It was noted however that only one of the lodges interviewed retained an individual whose sole responsibility was social media; generally lodges did not feel that a dedicated person was necessary. This may result in a lack of time available on the part of the individual responsible or simply be a case of not understanding the platform or how to use it effectively. However, none of the PGRs with poor social media participation responded to interview requests and therefore it was not possible to determine the reasons for their poor participation. Among those lodges that actively participated, most succeed in retaining fans and followers through consistent posting of relevant and interesting content as well as customised responses that encouraged fans or followers’ interaction. However, there did not appear to be any evidence of using social media to learn about fans and followers in order to better customise the lodge offerings. This may not be necessary in this type of industry as PGRs sell a specific product and have a limited ability to customise offerings. In addition, there may be other sources of market information which lodges prefer to use. Special offers, competitions and promotions had limited success on social media. Generally, lodges used social media to promote links to a dedicated competition or promotions page. In conclusion, the managers interviewed felt strongly that social media had made a measureable impact on the tourism industry and was a channel that was here to stay. Further research around the best practice and most effective use will enable PGRs to develop and maintain effective strategies for social media participation.
- Full Text:
An investigation of a framework for the implementation of service management in the information and communication technology sector
- Authors: Benyon, Robert Victor
- Date: 2006
- Subjects: Support services (Management) , Service industries -- Management , Information technology -- Management , Management information systems , Communication in management
- Language: English
- Type: Thesis , Masters , MCom
- Identifier: vital:1137 , http://hdl.handle.net/10962/d1002766 , Support services (Management) , Service industries -- Management , Information technology -- Management , Management information systems , Communication in management
- Description: Service Management (SM) is an integrated, cyclical and collaborative approach to the management of service requirements and levels. It involves the definition of client expectations, the satisfying of those expectations and the perpetual refining of the business agreement (Sturm 2001). SM in the ICT sector is a comprehensive process that extends beyond the development of Service Agreements (SAs). A number of identifiable steps constitute the progressive implementation of a managed services environment, the key components of which are a readiness to provide services, the accurate elicitation, management and satisfying of client requirements and the continual improvements to the business relationship. Unfortunately, a number of SM initiatives fail. These failures can be attributed to a lack of SM understanding, the absence of a fully implemented SM strategy, poor communication and people issues. This research describes an investigation of SM implementation. A number of recognised frameworks are explored and critically analysed. The common strengths of these frameworks and the results of an exploratory pilot study are used to construct an SM implementation framework. This framework is then tested empirically by means of an online survey, and revised in the light of the results of this survey. The framework comprises two distinct phases, namely a Foundation phase and a Managed Services phase. The Foundation phase comprises 8 critical preparatory activities that take a service provider to state of readiness to provide and manage ICT services. The Managed Services phase comprises 5 key cyclical steps for the management of ICT services, including Planning, Analysis, Design, Implementation and Review.
- Full Text:
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: