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The effect of a customer relationship framework on strategic marketing planning for destination marketing organisations in Tshwane, South Africa
Author(s)
Monyane, Malefane Stephen
Date Issued
2020
Type
Thesis
Publisher
Cape Peninsula University of Technology
Abstract
The thesis interrogates the effect of marketing strategies on a destination customer
relationship framework for a destination-marketing organisation in Tshwane. The destinationmarketing
organisation used as a case study is the Tshwane Tourism Association. The
marketing strategies used for the study focus on strategic marketing planning, market
positioning, retention marketing, product/service strategy, relationship marketing and customer
relationship management. The literature review investigated customer relationship
management models and the Ali Customer Relationship Management model was identified as
suitable to guide the study because of its integration of marketing services factors such as
people and service quality. Furthermore, the elements of marketing planning and tourism
trends in a destination were studied. The reason for the destination and tourism trends is
because Tshwane Tourism Association operates within a tourism-active area and the reason
for strategic marketing planning is that the core function of Tshwane Tourism Association is to
promote the City of Tshwane as a destination of choice. Therefore, marketing planning is a
central function and a critical success factor.
The research methodology of the study is a mixed method research design. The population of
the study comprised the hospitality, travel and tourism organisations operating within the City
of Tshwane as existing and potential customers of the Tshwane Tourism Association, nongovernmental
organisations operating within the Gauteng Province and higher education
institution experts. The quantitative element was a survey conducted on 400 hospitality and
travel and tourism organisations operating within the City of Tshwane. The qualitative element
was conducted with non-governmental organisations operating within the Gauteng Province.
The findings from the quantitative and qualitative studies indicate a significant relationship
between market positioning, retention marketing, relationship marketing, destination
marketing, product/service strategies, and marketing planning with the destination customer
relationships. Furthermore, it was found that these relationships have a positive influence on
service delivery, resulting in customer satisfaction, retention and loyalty. The study concludes
with a recommended framework for a destination customer relationship programme.
relationship framework for a destination-marketing organisation in Tshwane. The destinationmarketing
organisation used as a case study is the Tshwane Tourism Association. The
marketing strategies used for the study focus on strategic marketing planning, market
positioning, retention marketing, product/service strategy, relationship marketing and customer
relationship management. The literature review investigated customer relationship
management models and the Ali Customer Relationship Management model was identified as
suitable to guide the study because of its integration of marketing services factors such as
people and service quality. Furthermore, the elements of marketing planning and tourism
trends in a destination were studied. The reason for the destination and tourism trends is
because Tshwane Tourism Association operates within a tourism-active area and the reason
for strategic marketing planning is that the core function of Tshwane Tourism Association is to
promote the City of Tshwane as a destination of choice. Therefore, marketing planning is a
central function and a critical success factor.
The research methodology of the study is a mixed method research design. The population of
the study comprised the hospitality, travel and tourism organisations operating within the City
of Tshwane as existing and potential customers of the Tshwane Tourism Association, nongovernmental
organisations operating within the Gauteng Province and higher education
institution experts. The quantitative element was a survey conducted on 400 hospitality and
travel and tourism organisations operating within the City of Tshwane. The qualitative element
was conducted with non-governmental organisations operating within the Gauteng Province.
The findings from the quantitative and qualitative studies indicate a significant relationship
between market positioning, retention marketing, relationship marketing, destination
marketing, product/service strategies, and marketing planning with the destination customer
relationships. Furthermore, it was found that these relationships have a positive influence on
service delivery, resulting in customer satisfaction, retention and loyalty. The study concludes
with a recommended framework for a destination customer relationship programme.
Additional information
Thesis (DTech (Tourism and Hospitality Management))--Cape Peninsula University of Technology, 2020
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