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Tourism marketing in the Western Cape: optimising inter-organisational collaboration among key regional stakeholders
Author(s)
Nyilika, Nonkanyiso Beauty
Date Issued
2013
Type
Thesis
Publisher
Cape Peninsula University of Technology
Abstract
The aim of this study was to explore the benefits and potential of improved
inter-organisational collaboration as compared to non-collaboration between the identified
stakeholders in this research. This research established the level of current
inter-organisational collaboration and satisfaction between the identified Western Cape
Province stakeholders and verified whether this collaboration could be seen as contributing
to tourism growth in the region. It also determined how improved inter-organisational
collaboration and communication can be achieved to ensure tourism marketing
effectiveness. In the lead-up to the 2010 FIFA World Cup™, regional stakeholders formed
strategic partnerships to ensure a successful soccer event. The researcher sees such a
collaborative approach as limited to major events or projects such as the 2011 bid for the
Design Capital 2014. Inter-organisational collaboration is not clearly visible in the destination
and tourism marketing of the region and this lack of collaboration has been highlighted.
For the purpose of this study, the Resource Dependency Theory of Collaboration was utilised
to highlight the inter-dependency between the identified regional stakeholders with vested
interest in the Western Cape Province and Cape Town's tourism industry.
The researcher conducted qualitative research which is situated in an interpretivist paradigm
with its emphasis on experience and interpretation. The qualitative research is seen as being
suitable for this research as detailed information has to be sourced through interviews. A
qualitative exploratory approach, comprising face-to-face interviews with key informants in
the industry was undertaken. The key informants engaged were drawn from a range of
organisations engaged or who have a vested interest in the tourism industry which is a key
economic driver in the Western Cape Province and Cape Town.
The outcome of this study firstly was to establish the current levels of inter-organisational
collaboration between the identified stakeholders and how this affects tourism growth. A
closer look was taken to look at the current overlapping in the marketing initiatives embarked
upon by the destination and tourism marketing organisations in the Western Cape Province,
namely Wesgro and Cape Town Tourism and how these can be avoided. Secondly, the
study explored how higher inter-organisational collaboration can ensure the achievement of
effective tourism marketing of the region. As per the research findings, the researcher
compiled recommendations on optimising inter-organisational collaboration among key
regional stakeholders. These recommendations should contribute towards streamlining
resources and redirecting some of the allocated funds from tourism marketing to other socioeconomic
activities that can benefit the citizens of the region, such as developing emerging
small to medium tourism enterprises and entrepreneurs.
inter-organisational collaboration as compared to non-collaboration between the identified
stakeholders in this research. This research established the level of current
inter-organisational collaboration and satisfaction between the identified Western Cape
Province stakeholders and verified whether this collaboration could be seen as contributing
to tourism growth in the region. It also determined how improved inter-organisational
collaboration and communication can be achieved to ensure tourism marketing
effectiveness. In the lead-up to the 2010 FIFA World Cup™, regional stakeholders formed
strategic partnerships to ensure a successful soccer event. The researcher sees such a
collaborative approach as limited to major events or projects such as the 2011 bid for the
Design Capital 2014. Inter-organisational collaboration is not clearly visible in the destination
and tourism marketing of the region and this lack of collaboration has been highlighted.
For the purpose of this study, the Resource Dependency Theory of Collaboration was utilised
to highlight the inter-dependency between the identified regional stakeholders with vested
interest in the Western Cape Province and Cape Town's tourism industry.
The researcher conducted qualitative research which is situated in an interpretivist paradigm
with its emphasis on experience and interpretation. The qualitative research is seen as being
suitable for this research as detailed information has to be sourced through interviews. A
qualitative exploratory approach, comprising face-to-face interviews with key informants in
the industry was undertaken. The key informants engaged were drawn from a range of
organisations engaged or who have a vested interest in the tourism industry which is a key
economic driver in the Western Cape Province and Cape Town.
The outcome of this study firstly was to establish the current levels of inter-organisational
collaboration between the identified stakeholders and how this affects tourism growth. A
closer look was taken to look at the current overlapping in the marketing initiatives embarked
upon by the destination and tourism marketing organisations in the Western Cape Province,
namely Wesgro and Cape Town Tourism and how these can be avoided. Secondly, the
study explored how higher inter-organisational collaboration can ensure the achievement of
effective tourism marketing of the region. As per the research findings, the researcher
compiled recommendations on optimising inter-organisational collaboration among key
regional stakeholders. These recommendations should contribute towards streamlining
resources and redirecting some of the allocated funds from tourism marketing to other socioeconomic
activities that can benefit the citizens of the region, such as developing emerging
small to medium tourism enterprises and entrepreneurs.
Additional information
Thesis (MTech (Public Relations Management))--Cape Peninsula University of Technology, 2013
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