The influence of customer value On behavioural intention in the LGBT tourism sector

The potential economic implications of the LGBT tourism sector have received the attention of scholars, marketing practitioners and tourism destinations, highlighting the LGBT community as a lucrative sector, while also signifying their distinctive needs of the LGBT community. LGBT tourists spent approximately $218 billion on travel in 2018 and they account for approximately 6% of the global tourism market. The LGBT tourism sector is fast growing in South Africa, and it was predicted that by 2030, South Africa will attract approximately 21 million tourists. Within South Africa, Cape Town, Durban and Johannesburg have earned a reputation as LGBT friendly destinations, with LGBT tourists expected to contribute approximately R1.8 billion to the Cape Town economy annually. Furthermore, between 10% and 12% of tourists in Cape Town identified themselves as members of the LGBT community. As a result, South Africa – and notably Cape Town – has been named one of the world’s top destinations for LGBT travellers. A well-known characteristic of the LGBT community is that it is comprised of highincome individuals who travel more frequently compared with their heterosexual counterparts. As a result, it is critical for the tourism sector to gain a thorough understanding of this market to effectively target it. Although travel and tourism are critical aspects of the modern LGBT culture, and LGBT tourism represents a developing and lucrative industry (especially in South Africa), there is limited scholarly research that can assist marketers in better understanding the LGBT tourists and their needs. In addition, no research has been conducted on the relationship between customer value and behavioural intentions in the LGBT tourism sector in South Africa. A major challenge for the tourism sector is the ability to offer value to LGBT tourists; therefore, destinations targeting the LGBT market should ensure that they understand how to create value for their customers. v LGBT tourism is considered unique in that the LGBT tourist views value differently than other markets. It is important to understand the dimensions of value to the LGBT market, as LGBT tourists are likely to be discouraged from visiting destinations that do not provide value, which has a significant impact on behavioural intentions. This study, therefore, investigated the dimensions of customer value and their influence on the behavioural intentions of tourists in the South African LGBT tourism sector. A self-administered electronic questionnaire was used to collect data, and 406 usable questionnaires was received. SPSS version 27.0 and Analysis of Movement Structures (AMOS) version 27.0 statistical packages were used to analyse the collected data and test the relationships between the variables examined in this study. The empirical results of this study showed a positive correlation between most dimensions of customer value and behavioural intention while a negative correlation coefficient was observed between cognitive dissonance and dimensions of customer value. The results confirm a positive significant relationship between the independent variables - functional value, emotional value, reputational value, epistemic value, social value - and the dependent variable - customer value. These relationships imply that if functional value, emotional value, reputational value, epistemic value and/or social value, customer value would improve. Interestingly, the findings show a significant positive relationship between monetary and non-monetary sacrifice, and customer value dimensions. These relationships imply that if monetary sacrifice and non-monetary sacrifice increase, customer value would increase. The findings also reveal that customer value has an influence on behavioural intention. Lastly, customer value was not found to be a mediating factor between customer value dimensions and behavioural vi intentions outcomes, namely revisit intention, tourist loyalty, willingness to pay a premium price and word of mouth. Findings from this study could aid destination marketers to ensure that they provide functional, emotional, reputational, epistemic and social value to tourists to gain competitive advantage. LGBT tourists need a safe haven where they can relax and enjoy themselves without fear of societal discrimination, and destinations should do their best to make this happen. This might be accomplished by creating a space where travellers who identify as LGBT can gather and mingle freely. In addition, to improve revisit intention, positive word of mouth and loyalty, tourist destinations should provide unique experiences. Destination marketers should engage in a number of marketing initiatives, including promoting South African LGBT tourism destinations at tourism expos, LGBT music festivals and prides. Lastly, limitations of the study and future research directions are presented.Thesis (PhD) -- Faculty of Business and Economic science, 202

The influence of customer value On behavioural intention in the LGBT tourism sector

The potential economic implications of the LGBT tourism sector have received the attention of scholars, marketing practitioners and tourism destinations, highlighting the LGBT community as a lucrative sector, while also signifying their distinctive needs of the LGBT community. LGBT tourists spent approximately $218 billion on travel in 2018 and they account for approximately 6% of the global tourism market. The LGBT tourism sector is fast growing in South Africa, and it was predicted that by 2030, South Africa will attract approximately 21 million tourists. Within South Africa, Cape Town, Durban and Johannesburg have earned a reputation as LGBT friendly destinations, with LGBT tourists expected to contribute approximately R1.8 billion to the Cape Town economy annually. Furthermore, between 10% and 12% of tourists in Cape Town identified themselves as members of the LGBT community. As a result, South Africa – and notably Cape Town – has been named one of the world’s top destinations for LGBT travellers. A well-known characteristic of the LGBT community is that it is comprised of highincome individuals who travel more frequently compared with their heterosexual counterparts. As a result, it is critical for the tourism sector to gain a thorough understanding of this market to effectively target it. Although travel and tourism are critical aspects of the modern LGBT culture, and LGBT tourism represents a developing and lucrative industry (especially in South Africa), there is limited scholarly research that can assist marketers in better understanding the LGBT tourists and their needs. In addition, no research has been conducted on the relationship between customer value and behavioural intentions in the LGBT tourism sector in South Africa. A major challenge for the tourism sector is the ability to offer value to LGBT tourists; therefore, destinations targeting the LGBT market should ensure that they understand how to create value for their customers. v LGBT tourism is considered unique in that the LGBT tourist views value differently than other markets. It is important to understand the dimensions of value to the LGBT market, as LGBT tourists are likely to be discouraged from visiting destinations that do not provide value, which has a significant impact on behavioural intentions. This study, therefore, investigated the dimensions of customer value and their influence on the behavioural intentions of tourists in the South African LGBT tourism sector. A self-administered electronic questionnaire was used to collect data, and 406 usable questionnaires was received. SPSS version 27.0 and Analysis of Movement Structures (AMOS) version 27.0 statistical packages were used to analyse the collected data and test the relationships between the variables examined in this study. The empirical results of this study showed a positive correlation between most dimensions of customer value and behavioural intention while a negative correlation coefficient was observed between cognitive dissonance and dimensions of customer value. The results confirm a positive significant relationship between the independent variables - functional value, emotional value, reputational value, epistemic value, social value - and the dependent variable - customer value. These relationships imply that if functional value, emotional value, reputational value, epistemic value and/or social value, customer value would improve. Interestingly, the findings show a significant positive relationship between monetary and non-monetary sacrifice, and customer value dimensions. These relationships imply that if monetary sacrifice and non-monetary sacrifice increase, customer value would increase. The findings also reveal that customer value has an influence on behavioural intention. Lastly, customer value was not found to be a mediating factor between customer value dimensions and behavioural vi intentions outcomes, namely revisit intention, tourist loyalty, willingness to pay a premium price and word of mouth. Findings from this study could aid destination marketers to ensure that they provide functional, emotional, reputational, epistemic and social value to tourists to gain competitive advantage. LGBT tourists need a safe haven where they can relax and enjoy themselves without fear of societal discrimination, and destinations should do their best to make this happen. This might be accomplished by creating a space where travellers who identify as LGBT can gather and mingle freely. In addition, to improve revisit intention, positive word of mouth and loyalty, tourist destinations should provide unique experiences. Destination marketers should engage in a number of marketing initiatives, including promoting South African LGBT tourism destinations at tourism expos, LGBT music festivals and prides. Lastly, limitations of the study and future research directions are presented.Thesis (PhD) -- Faculty of Business and Economic science, 202

Consuming For Recognition: South African Youth Consumption Of Status Clothing

Buying expensive and fashionable brands to portray social status is increasing rapidly among South African township youth. The South African youth mainly spend their income on status-depicting clothing in order to conform to social settings and groups and to be noticed by their community. This study investigates the factors influencing the need to consume status-depicting clothing items among South African township youth. A self-completing survey questionnaire was administered to 400 youth consumers from three township malls in the Sedibeng district, Gauteng region of South Africa. Regression analysis was employed to analyse the data. The results suggest that materialism, fashion clothing involvement and group identity are key factors predicting status consumption among South African township youth consumers (aged 18-24 years). Marketers interested in targeting status conscious township youth consumers are advised to devise their advertisements in such a way that they emphasise the brand or product’s ability to indicate status

Exploring motives behind Generation Y’s smartphone purchase

Considering the increase in smartphones, it becomes important to understand why people buy them. The purpose of this paper is to examine Generation Y’s motives behind smartphone purchases. The study made use of a qualitative research paradigm. Focus group interviews were selected as the method of data collection. Focus group members ranged from seven to ten. A total of 81 (N = 81) South African Generation Y were interviewed. The findings indicate that Generation Y consider quality and technical features when buying smartphones. Additionally, this study also observed that this cohort is status conscious and easily influenced by their friends when making purchase decisions

Ease of use, security concerns and attitudes as antecedents of customer satisfaction in ATM banking

This study examines the influence of ease of use, security concerns and attitudes on South African consumers’ satisfaction with ATM banking services. Participants of the study were solicited through electronic mailing list of ATM users in South Africa. These participants were provided with a website link that directed them to an online survey hosted by Qualtrics. A total of 224 participants from the various provinces of South Africa responded. This study confirms that customer satisfaction is linked to security concerns, attitudes and ease of use. Overall, the results indicate that the respondents were satisfied with ATM banking services. Since there is a shortage of research on customer satisfaction with ATM banking services in South Africa, an area often neglected by South African researchers, this study contributes to knowledge available in the existing literature. Keywords: ATM banking, customer satisfaction, ease of use, security, attitudes. JEL Classification: G21, M3

Exploring status consumption in South Africa: a literature review

South Africa is one of the most important countries in the status goods market. In addition, it has the biggest share from the status consumption market in Africa and it is amongst fastest growing countries worldwide in status consumption. The growth in status consumption in South Africa is attributed to the growth of the high-income and middle-income groups. As the demand for status increases and status goods become more available, the concept of status has become an important research area for academics and marketers. The aim of this study is to explore the concept of status consumption and provide an overview of status consumption. In this study, the literature has been reviewed for the studies on the same subject to make a compilatio

Navigating the reasons behind joining a business Incubation programme: Empirical evidence from entrepreneurs in South Africa

This study aims to examine why entrepreneurs choose to join the incubation programme in urban areas, South Africa. The study utilised a quantitative method approach to collect data by way of questionnaires. The data was collected using structured questionnaires. The research participants for this study were limited to entrepreneurs in the incubation programme in Western Cape Province and Gauteng Province in South Africa during the course of the study. Populations of all 65 (incubatees) were deemed suitable for the study. This paper provides an insight into the reasons entrepreneurs chose to join the incubation programme. The findings indicated that entrepreneurs join the incubation programme to acquire entrepreneurial skills, entrepreneurial education, funding, business networks, Access to technology, sported a gap in the market and employment creation

Political campaigns in South Africa : does celebrity endorsement influence the intention to vote?

From presidential campaigns to social awareness campaigns, celebrities have gradually become central fixtures in modern politics. They tend to be information platforms for candidates and parties they either clearly support or officially endorse. South African political parties raised eyebrows when they rallied the country's popular celebrities to publicly endorse them. Political parties spend a significant amount of money on celebrity endorsements as it is believed that celebrities can leverage “secondary brand associations”. This leads to the question: does the increased use of celebrity endorsements in political campaigns influence the intention to vote? The aim of this study is to investigate the influence of celebrity political endorsement on intentions to vote. Employing a quantitative research design, 227 respondents were surveyed using a structured questionnaire. The findings show that endorser credibility has a positive significant relationship with political party credibility and voters' intentions. The relationship between political party credibility and voters' intentions is also positive and significant. This study provides managerial implications, limitations and future research.University of Cape Town's Research Committee (URC).http://wileyonlinelibrary.com/journal/pa2022-07-29hj2022Marketing Managemen

Exploring the critical factors that hinder the growth of incubatees in South Africa

In as much as entrepreneurial action fosters job creation and economic growth, entrepreneurs encounter the significant risk of failure, and community bears the brunt. Though business incubators were designed to provide support and hope to ailing businesses, evidence suggests that not all on these programs succeed. Going on the assumption that even businesses on incubation programs do not seem to be immune to failure, this study sought to determine the key factors that hinder the growth of incubatees in South Africa. Adopting a quantitative approach, the questionnaire was utilized as the primary data collection tool, and the snowball sampling method was employed resulting in a sample size of 93 respondents. The research participants for this study were limited to firms that were registered on the databases of two business incubators who promote small business development strategy and programs in Cape Town and Johannesburg, respectively. The findings indicated that lack of funding, lack of credit facility, competition, crime, lack of access to external market, lack of business skills and lack of product selection and design were the key factors that hinder the growth of incubatees. Given the substantial resources invested in business incubation programs, the fact that business incubators are entrepreneurial ventures in themselves, understanding and finding sustainable solutions to the factors that hinder the growth of their clients (incubatees) would be a win-win solution for the relevant stakeholders

Antecedents That Influence the Intention to Use the Uber Mobile Application: Customer Perspectives in South Africa

In today’s postmodern era, there is phenomenal growth in the use of smartphones, GPS as well as Internet. This has given a rise to a revolution in the business world and the revolution is focused on conducting business on the move usually by mobile commerce applications. The study sought to determine the impact of perceived convenience, facilitation conditions, social influence and price value on the intention to the use an Uber application.  A quantitative methodology was utilised and the research concentrated specifically on consumers, located in the Johannesburg area and using of a non-probability convenience sample. A self-administered questionnaire was designed based on the scales used in previous studies. The statistical data analysis procedures utilised for the quantitative study were descriptive statistics, correlation analysis, reliability analysis, structural equation modelling approach by means of the partial least squares structural equation modelling approach. The hypotheses testing results revealed that the intention to use an Uber application was influenced significantly and positively by perceived convenience, facilitation conditions, social influence and price value.  The study authenticates those factors such as perceived convenience, facilitating conditions, social influence and price value are instrumental in stimulating the intention to use the Uber application. Lastly, based on the findings of this study, limitations were discussed along with the recommendations and concluding remarks