A framework for event marketing for Nelson Mandela Bay
- Authors: Nyamutsambira, Kudakwashe Don
- Date: 2016
- Subjects: Special events -- South Africa -- Marketing , Special events -- South Africa -- Planning Special events -- South Africa -- Management
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10948/13647 , vital:27260
- Description: Recent times have seen the increased proliferation of the concept of applying events in promoting destinations. This can be attributed to the effectiveness of events in solidifying the image and attractiveness of destinations. Currently, South Africa ranks as the twenty second most popular location for hosting events and has a foothold of 2.5% of the global event market share. The global pervasion of events has changed the dynamics that surround how destinations are promoted and has also significantly impacted the tourism industry and the respective tourist patterns of consumption. Literature suggests that events are gradually moving from previously being viewed as a complementary leisure activity towards becoming a primary source of attraction for destinations. Literature also confirms the extensive inclination of cities in the use of events for branding destinations. The primary problem that this study investigates is the lack of substantial knowhow with respect to how events can be presented in order to augment and enhance the attractiveness of Nelson Mandela Bay. There is no substantial blueprint that is capable of informing from the perspective of event marketers, how best they can drive a successful event marketing imperative that the local and external consumers can appreciate. Additionally, Nelson Mandela Bay has over the recent years encountered a significant amount of losses stemming from the events realm of its tourist offering. The most recent and calamitous of its losses to date has been estimated at R200 million, which escaped the coffers of the local economy as a result of the internationally applauded IRB World Sevens event moving from the metropolis to Cape Town. This has caused disconcerted and agitated sentiments across business and tourism leadership locally. Since 2011, the IRB World Sevens Series cultivated over R1 Billion towards the local economy. Losses in terms of showcasing the city to a global audience on highly established and followed media platforms are also expected. In addition, given the lack of knowledge with respect to event marketing dynamics, the “Twelve Events in Twelve Months”, an initiative that will see different event themes being launched within the twelve calendar months of the year in Nelson Mandela Bay, runs a high risk of failing to take off upon its launch because local residents and potential tourists, both national and international will lack the knowledge sufficient to stimulate their acceptance and attraction to this concept. This study aims to investigate the concepts, notions and critical success factors that event marketers can apply in order to increase the success of the event marketing imperative in Nelson Mandela Bay. The success of event marketing is expected to increase the attractiveness of Nelson Mandela Bay and brand it as a viable destination to prospective stakeholders. To evaluate the conceptual framework that was suggested by this study based on the literature review, an empirical evaluation was performed amongst the residents of Nelson Mandela Bay through the application of a questionnaire that was electronically and physically distributed. This questionnaire received 3 659 responses and measured respondents’ access and usage of media facilities. It also measured the perceptions of the current state of events in Nelson Mandela Bay. Furthermore, the questionnaire evaluated the destination image of Nelson Mandela Bay. Moreover, hypotheses were tested to evaluate the assumptions that the manner in which events are packaged, placed, positioned and promoted will enhance the attractiveness of Nelson Mandela Bay as a destination. The findings of this study suggest that the strategic bundling, placing, promoting and positioning of events is critical towards advancing an event marketing imperative and sustaining it in the long term. Additionally, the study also indicates that the successful development of a comprehensive event marketing initiative will enhance the attractiveness of Nelson Mandela Bay as a destination. The study thus concludes that event marketers can apply the proposed event marketing framework as a blueprint for informing their strategic development of event concepts in order to enhance their potential for success. The successful establishment of event offerings will consequently amplify the destination attractiveness of Nelson Mandela Bay. This research’s deliverables are expected to positively influence and reinforce the productivity of the social interactions that encompass Nelson Mandela Bay. Essentially, a framework that credibly guides the event marketer’s thinking in developing event concepts for the city is expected to enhance the attractiveness, sustaining and success of events therein. The success of events is expected to widen business prospects within the city. Moreover, eminent events are also expected to position Nelson Mandela Bay as a formidable player, and an attractive destination to aspiring investors, decision makers and visitors. This is expected to widen the resource base of the local players within the city, and motivate for more collaboration amongst them in a quest of deriving mutual gain from the city’s progression. In view of these notions, this study can be grounded in the social capital theory.
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- Date Issued: 2016
A longitudinal study of the occupational aspirations and perceptions of fifteen to sixteen year-old South African adolescents
- Authors: Marshall, Joanne
- Date: 2010
- Subjects: Vocational interests -- Research -- South Africa , Children -- South Africa -- Attitudes , Personality and occupation -- South Africa
- Language: English
- Type: Thesis , Masters , MA
- Identifier: vital:9887 , http://hdl.handle.net/10948/1183 , Vocational interests -- Research -- South Africa , Children -- South Africa -- Attitudes , Personality and occupation -- South Africa
- Description: While career development is viewed as a lifelong process, there are numerous limitations regarding existing career theories and research pertaining to the adolescent population. Further, insufficient longitudinal research represents one of the major obstacles for a more holistic understanding of career development across the lifespan. Thus, the present longitudinal project of which the current study forms a part was initiated to address the lack of research and theory concerning adolescent career development. The larger longitudinal project intended to make information available regarding the occupational aspirations and perceptions of a sample of South African children and adolescents, from early childhood into their adolescent years. The current study investigates the occupational aspiration development of 15 to 16 year old South African adolescents. It is argued that the South African knowledge base on career development behaviour still requires extensive development, especially with regards to adolescent career development. The current longitudinal study aimed to explore and describe possible developments and changes over a two year period in the interest typology, occupational status level and occupational gender stereotypes of the 43 adolescents. Additionally, the study aimed to explore and describe the adolescents' reflections on their own occupational aspiration development. The findings of this study will provide necessary baseline information on the development of South African adolescents' occupational aspirations and will offer valuable recommendations for the future development of adolescent career education programmes. Adolescent and career development theories were used to provide a context for the current study. Semi-structured interviews and biographical questionnaires were utilized to record verbal data which was transposed into nominal data for analysis. Thus, the current study was quantitative in nature. The semi-structured interview comprised four general aspects that included: the adolescents' occupational aspirations, the number of occupations they knew about, how much they knew about the expressed occupations, and the extent to which they held gender stereotypes concerning fourteen different occupations. The data gained was coded according to Holland's (1985) classification system of interest typologies. Also, the adolescents' occupational aspirations were coded according to their status levels. The coded data was subsequently analysed using both descriptive statistics in the form of frequency counts and percentages as well as inferential statistics in the form of chi-square analysis. Content analysis was also conducted on the adolescents' reflections on their own career development as a means to extract themes. The results indicated that adolescence was an important phase of career development and the findings supported adolescent and career development theories. The results of the study also indicated that the majority of adolescents aspired to Investigative type occupations across both years of the study and most adolescents consistently aspired to high status occupations. In addition, adolescents do not appear to gender stereotype in terms of occupations. Lastly, it was found that most adolescents could reflect on their career development, predominantly attributing changes in their occupational aspirations to changes in their interests. The present study has made available important information regarding the occupational aspiration development of a group of South African adolescents, which can be utilized in further research and as a foundation on which to develop career education programmes.
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- Date Issued: 2010