Destination marketing: a study into international airport service experience, destination image and intention to revisit South Africa

A thesis submitted in complete fulfillment of the requirements for the degree of the Doctor of Philosophy in Marketing in the school of Economic and Business Sciences, the University of the Witwatersrand 2017The purpose of the study was to investigate the relationship that potentially exists between international airport experience, destination image, and the intention to revisit South Africa. A research conceptual model was developed in order to analyse potential relationships from that model. The objectives of the study were to examine the relationship airport experience and destination image as well at the relationship between destination image and a traveller’s intention to revisit a destination. This research was grounded in numerous theories, namely the destination image theory, destination concept, marketing theory and service concept. The study reviewed literature on destination marketing, highlighting its evolution over the years, and its importance, in particular to South Africa. For purposes of the research, nine hypotheses were developed based on the conceptual model where all the proposed hypotheses were supported. The study was quantitative in nature, in that all data was collected through convenience sampling at the OR Tambo International Airport. Research surveys were self- administered to 508 willing international travellers at the OR Tambo International Airport. Out of the 508 surveys distributed, 503 were usable for research analysis purposes. To analyse the research data, structural equation modelling was adopted. The main findings of the study touched on various aspects. Firstly, travellers perceived servicescape to be a crucial factor in their overall assessment of the kind of value an airport would offer to them, and ultimately in their overall impression of South Africa as a destination. Secondly, it was also established that tourists' pre-conceived ideas of South Africa were the strongest motivator of their intention to revisit the country. This implied that tourists visit South Africa with a firm idea of what the country will be like as well, and whether they would want to return to the country, even before they set foot in the country. Overall the study established that international tourists had an appreciation for the airport experience at the OR Tambo International Airport, and also they would consider revisiting South Africa. The contribution of this study was to enhance the comprehension of existing literature on destination marketing and the international airport management sector. Furthermore, the study provided new perspectives to the current body of knowledge regarding motivations for tourists to return to destinations.MT 201

Student perceptions of the predictors of customer purchase intentions of counterfeit products

Thesis (M. Com.)--University of the Witwatersrand, Faculty of Commerce, Law and Management, School of Economic and Business Sciences, 2015.The research investigated the use of the two potential predictors of customer purchase intention of counterfeit products (perceived behavioural control and price-quality inference of counterfeit products) as a means of establishing whether these were related to customer attitudes towards economic benefits of purchasing counterfeit products, which ultimately lead to purchase intention of counterfeit products. The study reviewed prior literature on counterfeits purchasing. Probability sampling was used to select respondents, and a research model was developed to measure the constructs used for the study. Field study was conducted in Johannesburg at the University of the Witwatersrand, and research data was collected from 380 registered students of the University of the Witwatersrand, 18 years and older. Using the SPSS 22 and AMOS 22 software program, structural equation modeling (SEM) was performed to analyse the data set. The results revealed that price-quality inference of counterfeit products had a stronger relationship with customer attitudes towards economic benefits of purchasing counterfeit products, than to perceived behavioural control implying that the customers were more likely to purchase counterfeits because of the perceived price bargain and not because of the perceived ease of purchasing counterfeits. The contribution of this study was to enhance the comprehension of existing literature on the relationship between the predictor variables (perceived behavioural control and price-quality inference of counterfeit products) and the outcome variable (purchase intention of counterfeit products)

The Impact of Inclusive Education on Learners with Disabilities in High Schools of Harare, Zimbabwe

The problem of low inclusive education is essential to research as it highlights the importance of equal opportunity to all students regardless of mental or physical ability. The study was conducted within a Zimbabwean high school context. The purpose of the study was to conduct an empirical investigation into the impact of inclusive education and therefore establish the extent to which it has benefited students with disabilities in four high schools in the Harare province. Furthermore, study’s intention was to therefore propose a theoretical framework that could be used to address low success in inclusive education. The methodology was qualitative in nature and interviews were used to collect research data. Quota sampling was adopted in selection of suitable respondents. It was observed that a lack of financial and human resources, as well as effective policies had contributed to the low impact of inclusive education in high schools in Harare, Zimbabwe. In conclusion the results also revealed that inclusive education in high schools in Harare had not made much of an impact due to negative perceptions and attitudes of the people that are pivotal to its success

Can Instagram Be Adopted as an Innovative Tool for Developing Self-Esteem? An Evaluation of Self-Esteem through Social Media User-Experience

Instagram has emerged as one of the most popular social media platforms. This study examined Instagram usage of young adults in an emerging market, South Africa. The research sought to establish the extent to which Instagram usage may affect self-esteem among young consumers in emerging markets. A conceptual model has been developed based on identified factors such as Instagram usage, emotional investment in Instagram, self-efficacy, sense of community and self-esteem. 361 active Instagram users were selected through convenience sampling and the feedback they provided was processed for insights. Descriptive statistics and structural equation modeling (SEM) were used to investigate the interrelationships between the constructs. Implications for marketers include promoting adequate use of Instagram and making users aware of the potential threats of its excessive usage

To Vote or Not To Vote: Marketing Factors Influencing the Voting Intention of University Students in Johannesburg

Voting intention has become an issue of concern worldwide with regard to successful political elections. With only 6% of South Africa’s youth having registered to vote in the 2014 elections, it is of vital importance to get a better understanding of the main reasons behind these statistics and factors that have influenced voting intentions. Although several studies have explored this area of research, it remains a topic of interest. This research paper aims to examine the factors behind voting intention of the youth in South Africa, as most are in their first or second democratic election. This study adds to existing literature on political parties as brands and factors influencing the youth’s intention to vote. These factors include advertising mediums, convenience factors of location and registration, and social pressures from peers or family on voting intention. By means of quantitative research, two hundred and fifty questionnaires were distributed amongst students from the University of Witwatersrand. The findings indicate that five of the six hypotheses are insignificant with the exception of radio advertising. The results of this study provide political parties with a better understanding of the factors that prove to be ineffective when targeting Generation Y consumers in South Africa. It further provides political parties with an opportunity to more successfully reach such individuals through other media platforms

The impact of airport experience on international tourists’ revisit intention : a South African case

Travel destinations have become more dependent on repeat commercial activities and at the center of all this trade are airports that have evolved into full service centres. Therefore, to investigate the influence that airport experience would have on travellers’ intention to revisit a destination a conceptual framework was developed. The study was quantitative in nature in which data was collected through intercepts at the OR Tambo International Airport in South Africa. 503 willing international travellers participated and the collected surveys were processed in order to generate insights. To analyse the data, structural equation modelling was adopted. The main finding of the study established that conative destination image was the most influential factor in determining travellers’ intention to revisit a destination. Implications emerging from the findings were presented and suggestions for further research were proposed.http://gtg.webhost.uoradea.rohj2020Marketing Managemen

Celebrity Endorsement Advertising: Brand Awareness, Brand Recall, Brand Loyalty as Antecedence of South African Young Consumers' Purchase Behaviour

Celebrity endorsement advertising has received much attention in recent years from marketing practitioners and academic researchers. Pepsi spent $50 million dollars on an endorsement contract with Beyoncè Knowles which accounted for a sixth of the company's total budget. This research paper aims to examine whether or not South African marketers can utilise celebrity endorsements to promote their products or brands to young consumers effectively. The other purpose of this study is also to establish whether brand recall, brand awareness, brand loyalty and purchase behaviour are positively influenced by celebrity endorsement advertising. Utilising a quantitative research approach a field study was conducted in Durban whereby research data was collected from 325 participants 18 to 24 years of age. The research survey comprised of 25 questions that were self-administered to willing participants over a one month period. Using SPSS 23 and AMOS 23 software programs, Structural Equation Modeling (SEM) was performed to analyze the data set. Major findings revealedthat brand loyalty is the most significant antecedent of purchase behaviour. Furthermore the study also revealed that participants in the 18-20 year age group were more inclined towards purchasing and paying more for celebrity endorsed brands as compared to any other age group in the survey.Lastly this study provides marketing practitioners an understanding of how firms can benefit from the use as it was found that brand recall and brand loyalty positively influence purchase behaviour whilst brand awareness had no direct influence on purchase behaviour

An examination of the determinants of the adoption of mobile applications as learning tools for higher education students

The main purpose of the present study was to examine whether mobile applications could be adopted as feasible tools for learning purposes at higher education institutions. Furthermore the study’s intention was to conduct an empirical investigation into students’ perceptions towards mobile applications being introduced as learning aids. The researcher developed a conceptual model derived from the technology acceptance model in order to measure the constructs used in the study. Adopting a quantitative approach, the field study was conducted in South Africa at a selected higher education institution. Research data was collected from 380 registered students at the selected higher education institution who were older than 18 years. Using SPSS 23 and AMOS 23 software programs, Structural Equation Modeling (SEM) was performed to analyse the data set. The results revealed that perceived usefulness, perceived ease of use, attitudes towards a mo-bile application, intention to use a mobile application were all significant predictors for the actual use of mobile applications for learning. The findings of the study illuminate the importance of the determinants of the adoption of mobile applications for learning in higher education.https://online-journals.org/index.php/i-jim/indexhj2019Marketing Managemen

The Impact of Environmental Turbulence on Product Innovation in Small to Medium Enterprises in Harare, Zimbabwe

The purpose of the research was to examine the impact of environmental turbulence on product innovations in small to medium enterprises (SMEs). In the study environmental turbulence consisted of five dimensions namely, supplier turbulence, technological turbulence, market turbulence, regulatory turbulence and competitive intensity. A cross-sectional quantitative research design was adopted in the study. The study sample was drawn from a pool of 3,000 SMEs both unregistered and registered with the Ministry of Small and Medium Enterprises in Harare, Zimbabwe. In the study, a total of 200 completed surveys were obtained and analysed. To analyse the research data SPSS23 was utilised. Regression analysis was carried out to establish the cause-and-effect relationship between the independent and dependent variables in the study. The findings of the study showed that technology turbulence and competitive intensity had a statistically significant positive impact on product innovation. Market turbulence was noted as having a statistically significant negative impact on product innovativeness. The main implications established in the study were that SMEs should introduce mechanisms to manage and mitigate market, supplier and regulatory turbulence to ensure that their levels of product innovativeness remain positive

Management's Commitment, Education and Ethics on Organisational Entrepreneurship: The Case of South African Non-Profit Organisations

The objectives of the study were to explore the management characteristics that are related to organisational entrepreneurship in not-for-profit organisations (NPOs) in Gauteng, South Africa as well as the relationship between organisational entrepreneurship and the organisational performance. The methodology involved a quantitative approach of collecting and analysing research data. A field study was conducted in Johannesburg, South Africa whereby research data were collected from 257 NPO managers from voluntary organizations. Using the SPSS 22 and the AMOS 22 software program, Structural Equation Modeling (SEM) was performed to analyze the research data. The study noted implications for NPO management teams, including the renovation of business model structures to incorporate continuous learning and constructive risk-taking in order to take advantage of the performance benefits derived from organisational entrepreneurship. The study also recommends further research into potential citizenship bodies for NPO management teams to foster commitment to their occupation in the non-profit sector. The research makes a significant contribution by providing a framework in which management's commitment to NPOs can be measured and analysed