The effect of a customer relationship framework on strategic marketing planning for destination marketing organisations in Tshwane, South Africa

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.