A framework for event marketing for Nelson Mandela Bay
- Nyamutsambira, Kudakwashe Don
- 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.
- Full Text:
- Date Issued: 2016
- 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.
- Full Text:
- Date Issued: 2016
A model for green product purchasing behaviour
- Authors: Vervliet, Bruce Morton
- Date: 2016
- Subjects: Green marketing , Consumer behavior Consumers -- Decision making Green movement
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10948/13636 , vital:27259
- Description: The global warming phenomenon and its environmental impacts have seen the emergence of the green consumer who has become more aware of their power of demand through their consumption choices as they express their own attitudes, values, thoughts, feelings and behaviours in this regard. Organisations have taken cognisance of these trends and taken steps to exploit the opportunity by developing goods and services aimed at meeting the demands of the new consumer. This, in spite of the fact that knowledge of the variables, specifically green consumer profiles, awareness, knowledge and trust in influencing purchasing behaviour remains incomplete. The purpose of this treatise was to determine a clearer understanding of the relevance of these variables to enable marketers to craft more effective marketing strategies, thereby unlocking the profit potential of the green consumer. A model for green product purchasing behaviour was proposed based on extant literature and an empirical evaluation. An empirical analysis was conducted on a sample of 597 consumers over the age of 18 within the Fast Moving Consumable Goods (FMCG) sector in South Africa. The main goal was to establish the relationships of the hypothesised model between the independent variables of green consumer profiles, green product trust, green product awareness and green product knowledge with the dependant variable green product purchase behaviour. There was a high prevalence of African and European female respondents in the 26 to 55 age group, living and working in the coastal areas of South Africa, predominantly Port Elizabeth, earning an income between 10 000 and 30 000 rand per month. The sample was consistent with the psychographic profile of the green consumer as described in the literature, which is characterised as a consumer that takes personal responsibility for environmental solutions, who believes they can make a contribution to solving environmental issues, incorporates green living into daily lives, considers environmental issues when making purchasing decisions, is knowledgeable of, deliberately seeks out and is prepared to pay a premium for environmentally friendly products. When analysing the relationships and the significances of the differences of the independent variables to the dependant variable in the hypothesised model, it was established that the independent variables green consumer profiles, green product awareness and green product trust were significantly related to the dependent variable. A MODEL FOR GREEN PRODUCT PURCHASING BEHAVIOUR green product purchase behaviour. This was in line with and supported the reviewed literature in this regard. It was also established that green product knowledge did not reflect any significant relationship to green product purchase behaviour. This finding did not correspond with the literature as significant relationships with green product knowledge and general environmental behaviour including green product purchase behaviours have been established therein. The findings further demonstrated that the independent variable green consumer profiles displayed the most significant relationship to green product purchase behaviour, followed by green product awareness and then green product trust. When considering the significance in the differences in strengths of these relationships it was noted that although green product awareness and trust may influence green product purchase behaviours it was a combination of psychographic variables reflecting a consumer’s general attitudes and beliefs towards the green agenda that displays the most significant relationship to green product purchase behaviour. Despite the fact that the study was limited to the South African FMCG sector, the profile of the green consumer in the literature was dated, the cause and effect relationships between the variables were not tested and the fact that the hypothesised model was limited to only four independent variables, the above findings may, from a marketing perspective, have practical application for marketing strategies aimed at increasing green product purchasing behaviour. The results imply that directing green marketing initiatives to consumers that are most inclined to purchase and consume green goods or services being those that fall within the biographical and psychographic parameters outlined in this treatise will result in the desired outcomes. Furthermore, marketers should also pursue initiatives that are known to support and increase the amount of green product trust that consumers have in green products, green communications and the organisation. Marketers can also benefit from well formulated green awareness campaigns as the success of these campaigns will yield greater green product awareness which could increase green product purchase behaviours and purchases of green products still further.
- Full Text:
- Date Issued: 2016
- Authors: Vervliet, Bruce Morton
- Date: 2016
- Subjects: Green marketing , Consumer behavior Consumers -- Decision making Green movement
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10948/13636 , vital:27259
- Description: The global warming phenomenon and its environmental impacts have seen the emergence of the green consumer who has become more aware of their power of demand through their consumption choices as they express their own attitudes, values, thoughts, feelings and behaviours in this regard. Organisations have taken cognisance of these trends and taken steps to exploit the opportunity by developing goods and services aimed at meeting the demands of the new consumer. This, in spite of the fact that knowledge of the variables, specifically green consumer profiles, awareness, knowledge and trust in influencing purchasing behaviour remains incomplete. The purpose of this treatise was to determine a clearer understanding of the relevance of these variables to enable marketers to craft more effective marketing strategies, thereby unlocking the profit potential of the green consumer. A model for green product purchasing behaviour was proposed based on extant literature and an empirical evaluation. An empirical analysis was conducted on a sample of 597 consumers over the age of 18 within the Fast Moving Consumable Goods (FMCG) sector in South Africa. The main goal was to establish the relationships of the hypothesised model between the independent variables of green consumer profiles, green product trust, green product awareness and green product knowledge with the dependant variable green product purchase behaviour. There was a high prevalence of African and European female respondents in the 26 to 55 age group, living and working in the coastal areas of South Africa, predominantly Port Elizabeth, earning an income between 10 000 and 30 000 rand per month. The sample was consistent with the psychographic profile of the green consumer as described in the literature, which is characterised as a consumer that takes personal responsibility for environmental solutions, who believes they can make a contribution to solving environmental issues, incorporates green living into daily lives, considers environmental issues when making purchasing decisions, is knowledgeable of, deliberately seeks out and is prepared to pay a premium for environmentally friendly products. When analysing the relationships and the significances of the differences of the independent variables to the dependant variable in the hypothesised model, it was established that the independent variables green consumer profiles, green product awareness and green product trust were significantly related to the dependent variable. A MODEL FOR GREEN PRODUCT PURCHASING BEHAVIOUR green product purchase behaviour. This was in line with and supported the reviewed literature in this regard. It was also established that green product knowledge did not reflect any significant relationship to green product purchase behaviour. This finding did not correspond with the literature as significant relationships with green product knowledge and general environmental behaviour including green product purchase behaviours have been established therein. The findings further demonstrated that the independent variable green consumer profiles displayed the most significant relationship to green product purchase behaviour, followed by green product awareness and then green product trust. When considering the significance in the differences in strengths of these relationships it was noted that although green product awareness and trust may influence green product purchase behaviours it was a combination of psychographic variables reflecting a consumer’s general attitudes and beliefs towards the green agenda that displays the most significant relationship to green product purchase behaviour. Despite the fact that the study was limited to the South African FMCG sector, the profile of the green consumer in the literature was dated, the cause and effect relationships between the variables were not tested and the fact that the hypothesised model was limited to only four independent variables, the above findings may, from a marketing perspective, have practical application for marketing strategies aimed at increasing green product purchasing behaviour. The results imply that directing green marketing initiatives to consumers that are most inclined to purchase and consume green goods or services being those that fall within the biographical and psychographic parameters outlined in this treatise will result in the desired outcomes. Furthermore, marketers should also pursue initiatives that are known to support and increase the amount of green product trust that consumers have in green products, green communications and the organisation. Marketers can also benefit from well formulated green awareness campaigns as the success of these campaigns will yield greater green product awareness which could increase green product purchase behaviours and purchases of green products still further.
- Full Text:
- Date Issued: 2016
The disputed “equitable treatment” in political party broadcasts: an analysis of the SABC coverage of the 2014 South African general elections
- Authors: Ndimande, Dumisani Blessing
- Date: 2016
- Subjects: Elections -- Press coverage -- South Africa , Election monitoring -- South Africa Communication in politics -- South Africa Democracy -- South Africa
- Language: English
- Type: Thesis , Masters , MPhil
- Identifier: http://hdl.handle.net/10948/14234 , vital:27486
- Description: The aim of this study was to establish whether the South African Broadcasting Corporation (SABC) performed according to its mandate in ensuring a fair broadcast coverage of all political parties that participated in the 2014 national general election. The study was undertaken as a result of the complaints by political parties who accused the SABC of bias during the election. The study focused on two SABC radio stations, namely SAFM and UKHOZI FM. In executing the research, particular attention was paid to the coverage of political party manifestos, town hall election debates and radio interviews. The study was written utilising the theoretical paradigm of Social Responsibility Theory, as this is largely deemed the most ethical guide in testing South African journalism. The research was conducted in accordance with the Independent Complaints Authority of South Africa (ICASA) regulations that govern broadcast media during elections. The second part of the analysis deconstructed the SABC’s media coverage of the 2014 election through Media Monitoring Africa – a non-profit organisation that monitors and reports on media coverage of elections, whilst simultaneously taking ICASA stipulated guidelines into account. The MMA and ICASA equipped the study with reports which were compiled after an intense monitoring of SABC’s coverage of the 2014 election. Through the analysis of political parties’ accessibility to the election broadcast programmes on SABC platforms, the study concluded that although there were errors, the SABC treated all parties fairly during the 2014 general elections. The study also found that poor corporate governance at the SABC did not impact directly on the public broadcaster’s ability to deliver fair election broadcasting. By conforming to the social responsibility role that calls for high professional conduct, fairness and objectivity as expected in the public broadcaster, this study found that the SABC was committed to a fair coverage of the 2014 election.
- Full Text:
- Date Issued: 2016
- Authors: Ndimande, Dumisani Blessing
- Date: 2016
- Subjects: Elections -- Press coverage -- South Africa , Election monitoring -- South Africa Communication in politics -- South Africa Democracy -- South Africa
- Language: English
- Type: Thesis , Masters , MPhil
- Identifier: http://hdl.handle.net/10948/14234 , vital:27486
- Description: The aim of this study was to establish whether the South African Broadcasting Corporation (SABC) performed according to its mandate in ensuring a fair broadcast coverage of all political parties that participated in the 2014 national general election. The study was undertaken as a result of the complaints by political parties who accused the SABC of bias during the election. The study focused on two SABC radio stations, namely SAFM and UKHOZI FM. In executing the research, particular attention was paid to the coverage of political party manifestos, town hall election debates and radio interviews. The study was written utilising the theoretical paradigm of Social Responsibility Theory, as this is largely deemed the most ethical guide in testing South African journalism. The research was conducted in accordance with the Independent Complaints Authority of South Africa (ICASA) regulations that govern broadcast media during elections. The second part of the analysis deconstructed the SABC’s media coverage of the 2014 election through Media Monitoring Africa – a non-profit organisation that monitors and reports on media coverage of elections, whilst simultaneously taking ICASA stipulated guidelines into account. The MMA and ICASA equipped the study with reports which were compiled after an intense monitoring of SABC’s coverage of the 2014 election. Through the analysis of political parties’ accessibility to the election broadcast programmes on SABC platforms, the study concluded that although there were errors, the SABC treated all parties fairly during the 2014 general elections. The study also found that poor corporate governance at the SABC did not impact directly on the public broadcaster’s ability to deliver fair election broadcasting. By conforming to the social responsibility role that calls for high professional conduct, fairness and objectivity as expected in the public broadcaster, this study found that the SABC was committed to a fair coverage of the 2014 election.
- Full Text:
- Date Issued: 2016
Family business: a legitimate scholarly field
- Authors: Farrington, Shelley M
- Subjects: Family-owned business enterprises , f-sa
- Language: English
- Type: text , Lectures
- Identifier: http://hdl.handle.net/10948/20934 , vital:29420
- Description: My lecture this afternoon is titled “Family business: A legitimate scholarly field”. I will first provide you with some background to family businesses and their prominence and contributions worldwide. This will be followed by an overview of how the field has evolved and where it is today. I will highlight the key role players in this evolution, some of the main challenges facing the field as well as the reasons why scholars study these businesses. I will conclude by highlighting how I believe that research on family business in South Africa can contribute to the field as a whole.
- Full Text:
- Authors: Farrington, Shelley M
- Subjects: Family-owned business enterprises , f-sa
- Language: English
- Type: text , Lectures
- Identifier: http://hdl.handle.net/10948/20934 , vital:29420
- Description: My lecture this afternoon is titled “Family business: A legitimate scholarly field”. I will first provide you with some background to family businesses and their prominence and contributions worldwide. This will be followed by an overview of how the field has evolved and where it is today. I will highlight the key role players in this evolution, some of the main challenges facing the field as well as the reasons why scholars study these businesses. I will conclude by highlighting how I believe that research on family business in South Africa can contribute to the field as a whole.
- Full Text:
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