Dissertations / Theses on the topic 'Tourism – Lesotho – Data processing'

This study focused on the implementation of ICTs in secondary schools in Lesotho. The main question addressed was: What are the enabling and constraining factors in the implementation of ICTs in schools? The work was undertaken in recognition of the fact that schools in the country were autonomously acquiring computers and using a variety of curricula without much coordination and policies from the government. There were factors encouraging schools to delve into this educational change: and challenges were already evident. This required further investigation. The research approach commenced with a critical review of the literature. Literature was drawn from developed and developing countries in order to understand the process of ICT implementation from a variety of contexts. The enquiry about the implementation process in all the countries focused on the rationale behind the use of ICTs in schools. ICT policies guiding implementation, principal leadership, teacher professional development and ICT resources. The literature review was followed by case studies of three secondary schools in Mafeteng district in Lesotho. Using both qualitative and quantitative methods of research, the study sought to determine from key people in three case study schools their overall understanding of how the process of implementation was carried out and what they perceived as enablers and constraints. The findings revealed that planning, access arrangements, training, support and to a lesser extent resources played a role in either impeding or encouraging the key ICT implementers at school and classroom level. Additionally, the key role of the principal and the MoE were highlighted in the study.

The current state of electronic commerce in tourism shows that it has become an increasingly complicated task for travellers to locate and integrate disparate information as a result of the rapid growth in the number of online travel sites. Therefore, new means of automating the searching and decision-making tasks are needed. A review of current literature shows that software agents are deemed to be highly suitable for delivering solutions to these problems. However, agents have failed to penetrate the electronic marketplace so far. An analysis of the reason for this failure has led the author to conclude that a new type of architecture is required, allowing a simple and useful first wave product to accelerate the penetration of agents. For this purpose, a proof-of-concept multi-agent prototype - Personal Travel Assistant (PTA) was developed. Firstly, user requirements were compared against what existing network and agent technologies could deliver. Then, a number of obstacles were identified that were used as guidelines to derive the prototype architecture. To overcome the main obstacles in the design, PTA used existing HTTP servers to tackle the interoperability problem and keep development costs low. A multi-agent collaborative learning strategy was designed to speed up knowledge acquisition by transferring and adapting rules encoded in the Java language. The construction of PTA goes to prove that an open multi-agent system could be deployed in a short time by standardising a small but adaptable set of communication protocols instead of going through a complex and lengthy standardisation process. Also, PTA's structure enables fully distributed computing thus minimising the necessary changes in existing hardware and software infrastructure. The major contribution of PTA to this research area is that its architecture is unique. It is hoped that it will lay the first step on the roadmap that would lead the evolution of agents into the next stage of development.

In this information age, the Internet has found a role in various industries such as transportation, advertising, etc. The travel industry, in which communication between travellers and travel service providers is a very important component, has as much potential as any other industry to make full use of this new medium. Already, most travel agencies and travel service providers promote their products and services using web sites. Searching for information online is now seen by many people as a way to save time and cost, especially in their travel activities. In order to fully deploy the Internet within the travel industry, understanding the use of the Internet in tourism is critical. This research sets out initially to examine the role and the impact of the Internet in the whole of the travel industry. But in order to define an achievable scope of work and because of its importance in South Africa at this time, tourism within the travel industry was chosen as the focus of the work.

Thesis ( M. Tech. (Business Administration )) - Central University of Technology, Free State, 2014
Fast and secure public service delivery is not only a necessity, but a compulsory endeavour. However, it is close to impossible to achieve such objectives without the use of Information Technology (IT). It is correspondingly important to find proper sustainability frameworks of technology. Organisations do not only need technology for efficient public service; the constant upgrading of systems and cautious migration to the newest IT developments is also equally indispensable in today’s dynamic technological world. Conversely, countries in Africa are always lagging behind in technological progresses. Such deficiencies have been identified in the passport processing of Lesotho and South Africa, where to unequal extents, problems related to systems of passport production have contributed to delays and have become fertile grounds for corrupt practices. The study seeks to identify the main impediments in the adoption of Management Information Systems (MIS) for passport processing. Furthermore, the study explores the impact MIS might have in attempting to combat long queues and to avoid long waiting periods – from application to issuance of passports to citizens. The reasonable time frame between passport application and issuance, and specific passport management systems, have been extensively discussed along with various strategies that have been adopted by some of the world’s first movers in modern passport management technologies. In all cases and stages of this research, Lesotho and South Africa are compared. The research approach of the study was descriptive and explorative in nature. As a quantitative design, a structured questionnaire was used to solicit responses in Lesotho and South Africa. It was established that both Lesotho and South Africa have somewhat similar problems – although, to a greater extent, Lesotho needs much more urgent attention. Although the processes of South Africa need to be improved, the Republic releases a passport much faster and more efficiently than Lesotho. Economic issues are also revealed by the study as unavoidable factors that always affect technological developments in Africa. The study reveals that the latest MIS for passport processing has facilitated modern, automated border-control systems and resultant e-passports that incorporate more biometric information of citizens to passports – thanks to modern RFID technologies. One can anticipate that this study will provide simple, affordable and secure IT solutions for passport processing. Key words: Information Technology (IT); Management Information Systems (MIS); E-Government; E-Passport; Biometrics; and RFID.

Thesis (MTech (Tourism and Hospitality Management))--Cape Peninsula University of Technology, 2012.
The reason for conducting this research was to evaluate the impact of information technology in the tourism industry, focusing mainly on tourism intermediaries, which include selected travel agencies and tour operators in Cape Town, and their awareness levels of the negative and positive impacts, as well as disintermediation that occurs owing to information technology developments. The research methodology for this thesis comprised a literature search and an empirical survey, which evaluated the impacts of information technology on tourism intermediaries in Cape Town. This research sought to establish whether disintermediation has occurred amongst travel agents and tour operators, whilst recognising strategies, which these tourism intermediaries can use to ensure survival in the competitive tourism industry. Relevant sources were referred to in the literature search. A number of appropriate normative measures were taken from the literature, followed by an empirical survey where randomly selected tourism intermediaries in Cape Town, namely small, medium to large companies were chosen to participate in the research questionnaire. The questionnaire responses were captured by the registered CPUT statistician in the form of frequency distribution analyses, and these were statistically analysed by the researcher and the registered statistician. The interpretations and findings of the statistical analyses were presented in tables and charts and were explained individually according to the statements' similarities, differences and verifications, as per the research questionnaire. A number of recommendations emanated from the literature sources and empirical survey, followed by concluding remarks in the form of conclusions.

Thesis (MTech (Tourism and Hospitality Management))--Cape Peninsula University of Technology, 2016.
Electronic commerce, popularly referred to as e-commerce, is the latest catchphrase surrounding the Internet and its many functions. In the past, the Internet was solely used for information seeking, but the 21st century has brought a new global economy to the fore – one that is conducted online. Tourism is seen as a driver of economic growth, contributing both to the Gross Domestic Product (GDP) of South Africa (SA) and creating jobs in the hospitality sector. E-commerce does not only provide a platform for business to be conducted online but also an opportunity for consumers to interact directly with industry. Many studies have been done previously about the perceived benefits of e-commerce in the retail sector, yet none in Cape Town and at five-star hotels in particular. It is well known that holidaymakers conduct an online search prior to booking accommodation; some of those potential guests in turn choose to finalise their bookings online. The purpose of the study was to investigate the role of e-commerce in five-star hotels in the Cape Town Metropole. The main objective of this study was to define what e-commerce is for five-star hotels in the Cape Town Metropole and determine if the hotels are using e-commerce as a booking method. Online questionnaires were used to gather primary data and a literature review was presented as secondary data. The findings of this study showed that all the hotels surveyed use online bookings and half of the respondents believe Online Travel Agents (OTAs) generate more revenue than traditional methods of room reservation. When asked to rank methods of room’s reservations, there was a slight difference between telephone bookings and e-commerce as number one. This could mean that while electronic methods are popular, they have not completely replaced traditional methods. The researcher recommends that five-star hotel managers train the rooms’ division staff to respond to negative reviews on social media, as this was one of the findings. The hotels should also learn how to effectively use their social media presence to increase room sales.

A combination of technical innovations, system cost reductions, and post-1970's tourism industry restructuring has led to the development and diffusion of a variety of sophisticated computer reservation systems, or CRSs. Questions remain as to the extent to which tourism suppliers and destinations have achieved CRS links. In this case study of two urban destinations, Montreal and Toronto, tourism supplier relationships with CRS technology are examined. Drawing on results from the accommodation and attraction sectors of each city, the varying degrees of CRS adoption and impact are illustrated. CRS adoption by firms is shown to be constrained by a variety of management market, and tourism product-oriented barriers. Strategies employed by tourism suppliers to counter and overcome these barriers are identified. Following a review of tourism and information technology policies within Canada, some regulatory initiatives that may assist in facilitating successful technology adoption and use among the various components of the urban tourism product are proposed. The constantly evolving 'technological' channels and networks of tourism marketing and distribution are shown to be important influences on tourism destination policy. (Abstract shortened by UMI.)

The Internet has made a considerable impact on how business is conducted. Empowered by technology consumers are using the Internet as a tool to communicate and transact online. E-commerce (electronic commerce) presents opportunities for business to gain a competitive advantage, however it also posses certain challenges. Small and Medium Hospitality Enterprises (SMHEs) sector within the tourism industry, is one of the sectors which stands to benefit from using the Internet for business. Researchers agree that the contribution made by the tourism sector in developing economies is substantial. However, SMHEs are noted for their failure to derive optimal benefits from using the Internet for business to improve their competitiveness. This study which seeks to develop a model for use by SMHEs as a guide when making the decision to adopt technology was necessitated by the importance of SMHE’s contribution in the economy of developing countries. This model is based on the examination of existing theories and models such as; the Delone and McLean IS success model (2004), and the ITGI’s (2007) IT governance focus areas model. To elicit the desired outcomes, additional data was collected using questionnaires, interviews, and observations. The collected data was analysed and resulted in the development of a model that can be used by SMHEs in order to derive value from IT and to gain a competitive advantage.

Submitted in Fulfillment of the requirements for the degree of Master of Technology, Department of Hospitality and Tourism Management, Durban University of Technology, Durban, South Africa, 2015.
Tourism can be classified either as urban tourism or as rural tourism, and it is one of the fastest growing industries globally. Rural tourism is usually associated with rural development because it has strong linkages to rural resources; but it remains underdeveloped compared to urban tourism. This underdevelopment of rural tourism serves as a motivation for this study whose aim is to examine the factors affecting the perceived satisfaction of rural tourists especially in this digital world where Information Communication and Technology (ICTs) is pervasive. In fact, ICT has transformed the travel industry in a remarkable way. The objectives of this study were: I) to select suitable theories that can explain the perceived satisfaction of rural tourists; ii) to design a conceptual model of the factors affecting the perceived satisfaction of rural tourists; iii) to empirically test the planned conceptual model of the perceived satisfaction of rural tourists, and, iv) to recommend measures to be taken for the improvement of the satisfaction levels of rural tourists to the point where they can significantly contribute to the full development of rural tourism. These objectives were achieved using content analysis of existing literature on rural tourism satisfaction and through a survey of tourists from the Malealea Lodge which is located in the Mafeteng District, in the Mountain Kingdom of Lesotho. The results of this study are the following: I) the push and pull motivation theory was selected to explain the perceived satisfaction of rural tourists; ii) rural tourism demographics, their push and pull motivation, and their level of ICT adoption were hypothesized as the factors that affect tourists satisfaction with their rural tourism experiences; iii) the satisfaction of rural tourists with their rural tourism experience is affected by their occupations (demographic factor), by their level of ICT adoption, and by their pull motivation; and this satisfaction is not affected by other demographic attributes nor by the push motivation of rural tourists; iv) it is recommended that rural tourism marketing be increased in order to attract clients from other regions besides Africa and Europe and other age groups apart from young Africans which were found by xiii this study to be the biggest rural tourism clientele group, and that peace and security be maintained in rural tourism destinations as these two attributes were found to have an effect on the perceived satisfaction of rural tourism. Finally, more research should be conducted on the effect of ICT adoption on rural tourism satisfaction.
M

Research Report submitted in partial fulfilment for the degree of Master of Science (Geographical Information Systems and Remote Sensing) School of Geography, Archaeology and Environmental Studies, University of the Witwatersrand, Johannesburg. August 2016.
The thematic classification of land use and land cover (LULC) from remotely sensed imagery data is one of the most common research branches of applied remote sensing sciences. The performances of the pixel-based image analysis (PBIA) and object-based image analysis (OBIA) Support Vector Machine (SVM) learning algorithms were subjected to comparative assessment using WorldView-2 and SPOT-6 multispectral images of the Mokhotlong District in Lesotho covering approximately an area of 100 km2. For this purpose, four LULC classification models were developed using the combination of SVM –based image analysis approach (i.e. OBIA and/or PBIA) on high resolution images (WorldView-2 and/or SPOT-6) and the results were subjected to comparisons with one another. Of the four LULC models, the OBIA and WorldView-2 model (overall accuracy 93.2%) was found to be more appropriate and reliable for remote sensing application purposes in this environment. The OBIA-WorldView-2 LULC model was subjected to spatial overlay analysis with DEM derived topographic variables in order to evaluate the relationship between the spatial distribution of LULC types and topography, particularly for topographically-controlled patterns. It was discovered that although that there are traces of the relationship between the LULC types distributions and topography, it was significantly convoluted due to both natural and anthropogenic forces such that the topographic-induced patterns for most of the LULC types had been substantial disrupted.
LG2017

A research report submitted to the Faculty of Engineering and the Built Environment, University of the Witwatersrand, Johannesburg, in fulfilment of the requirements for the degree of Master of Science in Engineering, 2017
The main problem to be investigated is how short duration data records can be augmented using existing data from nearby catchments with data with long periods of record. The purpose of the investigation is to establish a method of improving hydrological data using data from a gauged catchment to improve data from an ungauged catchment. The investigation is undertaken using rainfall data for catchments in Lesotho. Marginal distributions describing the annual maximum rainfall for the catchments, and a joint distribution of pairs of catchments were established. The parameters of these distributions were estimated using the Bayesian – Markov Chain Monte Carlo approach, and using both the single-site (univariate) estimation and the two-site (bivariate) estimations. The results of the analyses show that for catchments with data with short periods of record, the precision of the estimated location and scale parameters improved when the estimates were carried out using the two-site (bivariate) method. Rainfall events predicted using bivariate analyses parameters were generally higher than the univariate analyses parameters. From the results, it can be concluded that the two-site approach can be used to improve the precision of the rainfall predictions for catchments with data with short periods of record. This method can be used in practice by hydrologists and design engineers to enhance available data for use in designs and assessments.
CK2018

Land information is a an important resource in planning, and in undertaking land administration functions such as allocation of interests to land, land adjudication, land valuation, physical planning, etc. Rapid urbanization, however, puts great pressure on personnel delegated to undertake these functions. The personnel can no longer cope with capturing, processing and disseminating land information for the increasing urban population. Observing the failures of land information management to cope with rapid urbanization, the researcher undertook an exploration into the capabilities of LIS to manage land informatioo for The Millennium Park Land Development Project (MPLDP) in Maseru, the Lesotho capital. The project is based on land readjustment principles and is of mulli-stakeholdership. Such big and networked projects have been shown to be associated with land information management problems. Undertaking this research was motivated by many success stories however, world wide, in which LIS was introduced as a tool to assist in land information management. The main themes in this project are firstly, the study of Land re-adjustment as a land management technique to meet land demand for urbanization and secondly land information system as a tool to manage land information for a land re-adjustment project. Study of LR will help understand what land information is required for such a land management project. Study of land information system will help exploring its capabilities that can be applied to manage land in formation for LR projects. Furthermore, as a case study to this, the MPLDP system is analysed. examining the activities and ways in which land information is managed. This analysis is aimed at identifying the constraints that result in the observed back logs in the project activities; and recommending improvements. Many problems and constraints are identified in the MPLDP. As a land surveyor, only improvements related to technical constraints are considered in this research, with cognizance of the legal and institutional issues that need to be addressed in implementation of these improvements. The main improvement discussed is the creation of automated databases and illustrations are given on how these databases could be used to manage land information effectively for the MPLDP.
Thesis (M.Sc.Sur.)-University of Natal, Durban, 2001.

by Yau Yin Fong, Yip Claudia.
Thesis (M.B.A.)--Chinese University of Hong Kong, 2001.
Includes bibliographical references (leaves 49-51).
ABSTRACT --- p.I
TABLE OF CONTENT --- p.II
LIST OF FIGURES --- p.IV
PREFACE --- p.V
Chapter CHAPTER I --- INTRODUCTION --- p.1
Chapter CHAPTER II --- HONG KONG'S TRAVEL AND TOURISM INDUSTRY_ --- p.5
Chapter II.a. --- Performance in 2000 --- p.5
Chapter II.b. --- Plans in 2001 --- p.6
Chapter CHAPTER III --- INTERNET MARKETING FOR TOURISM --- p.8
Chapter III.a. --- Traditional Method of Tourism Promotion --- p.8
Chapter III.b. --- Internet - The Most Important Mass Medium --- p.8
Chapter III.c. --- The World Wide Web (WWW) --- p.9
Chapter III.d. --- Advantage of WWW --- p.10
Chapter III.e. --- HKTA's Web Site --- p.11
Chapter III.f. --- Why Marketing Destinations Online is Important to the Tourism Industry --- p.12
Chapter III.g. --- Extending the Usefulness of WWW --- p.14
Chapter CHAPTER IV --- ITINERARY PLANNING MODEL --- p.16
Chapter IV.a. --- Requirement for Itinerary Planning Model --- p.16
Chapter IV.b. --- The Input Process --- p.19
Chapter IV.c. --- Conversion of Hours to Numbers and Types of Travel Session --- p.22
Chapter IV.d. --- How does the Matching Process Work --- p.27
Chapter IV.e. --- A Matching Approach to Itinerary Planning --- p.33
Chapter IV.f. --- Tourist as Variety Seeker --- p.39
Chapter IV.g. --- A Buffet Approach to Itinerary Planning --- p.40
Chapter IV.h. --- Extension - Web-mining --- p.433
Chapter CHAPTER V --- CONCLUSION --- p.444
APPENDIX --- p.466
BIBLIOGRAPHY --- p.499

by Lo Wai On.
Thesis (M.Phil.)--Chinese University of Hong Kong, 1997.
Includes bibliographical references (leaves 96-98).
Abstract
Acknowledgements
Table of Contents
List of Tables
List of Figures
Chapter Chapter 1 --- Introduction --- p.1
Chapter 1.1 --- Overview --- p.1
Chapter 1.2 --- Transportation Arrangement Problem --- p.2
Chapter 1.3 --- Site Planning Problem --- p.4
Chapter 1.4 --- Organisation of the Thesis --- p.4
Chapter Chapter 2 --- Literature Review --- p.6
Chapter 2.1 --- Overview --- p.6
Chapter 2.2 --- Transportation Arrangement --- p.7
Chapter 2.2.1 --- A* algorithm --- p.8
Chapter 2.2.2 --- A*V algorithm --- p.9
Chapter 2.2.3 --- Knowledge-based approach --- p.11
Chapter 2.2.4 --- ANESTA's approach --- p.13
Chapter 2.3 --- Site Planning --- p.14
Chapter 2.3.1 --- CICERO'S approach --- p.15
Chapter 2.3.2 --- ANESTA's approach --- p.17
Chapter 2.4 --- Summary --- p.19
Chapter Chapter 3 --- Transportation Arrangement --- p.20
Chapter 3.1 --- Overview --- p.20
Chapter 3.2 --- Problem Description --- p.21
Chapter 3.2.1 --- Shortest path problem --- p.21
Chapter 3.2.2 --- Existing solution algorithms --- p.21
Chapter 3.2.3 --- Preference consideration --- p.22
Chapter 3.3 --- Zoning --- p.22
Chapter 3.3.1 --- Grid-type zoning --- p.23
Chapter 3.3.2 --- Density-type zoning --- p.23
Chapter 3.4 --- Solution Methodology --- p.24
Chapter 3.4.1 --- Data representation in the system --- p.24
Chapter 3.4.2 --- Heuristic algorithm --- p.26
Chapter 3.5 --- Illustrative Examples --- p.34
Chapter 3.5.1 --- Example 1 - Direct Connection --- p.34
Chapter 3.5.2 --- Example 2 - Three-node Path --- p.35
Chapter 3.5.3 --- Example 3 - Four-node Path --- p.37
Chapter 3.6 --- Computation Results --- p.38
Chapter 3.6.1 --- Zoning vs. No-zoning --- p.39
Chapter 3.6.2 --- Grid-type zoning vs. Density-type zoning --- p.40
Chapter 3.6.3 --- Comparison between the new heuristic and the other algorithms --- p.42
Chapter 3.7 --- Summary --- p.43
Chapter Chapter 4 --- Site Planning --- p.45
Chapter 4.1 --- Overview --- p.45
Chapter 4.2 --- Problem Description --- p.46
Chapter 4.2.1 --- Preference constraint --- p.46
Chapter 4.2.2 --- Accessibility constraint --- p.46
Chapter 4.2.3 --- Time constraint --- p.47
Chapter 4.2.4 --- Problems with the ANESTA's approach --- p.47
Chapter 4.3 --- Solution Methodology --- p.49
Chapter 4.3.1 --- Preference handling --- p.50
Chapter 4.3.2 --- Time window constraints --- p.51
Chapter 4.3.3 --- Connectivity constraint --- p.57
Chapter 4.3.4 --- Fitness constraint --- p.57
Chapter 4.3.5 --- Travelling distance constraint --- p.58
Chapter 4.3.6 --- Heuristic algorithm --- p.59
Chapter 4.3.7 --- Flexibility consideration --- p.63
Chapter 4.4 --- An Illustrative Example --- p.66
Chapter 4.5 --- Computation Results --- p.74
Chapter 4.5.1 --- Comparison of the solution quality with and without the second phase heuristic --- p.74
Chapter 4.5.2 --- Investigation of the effect with the circular boundary --- p.76
Chapter 4.5.3 --- Comparison with ANESTA --- p.77
Chapter 4.6 --- Summary --- p.86
Chapter Chapter 5 --- Conclusions --- p.88
Appendix A --- p.91
References --- p.96

The research was prompted by constant criticism of the Independent Electoral Commission (IEC) because of its poor voter registration and voters’ roll. Free and fair elections are the strong arm of democracy. The identified research problem was investigated by means of qualitative research. A thorough literature study from various sources of information, a case file analysis and structured interviews were used to gather the required data. The interviews were conducted with fingerprint experts, a data processor and constituency electoral assistants from the Lesotho Mounted Police Service, the National Identity and Civil Registry at the Ministry of Home Affairs and the IEC respectively. It was found that using fingerprints and the Automated Fingerprint Identification System (AFIS) can assist in investigations and in combating voter’s fraud, as fingerprints are unique. AFIS can be utilised for various purposes by institutions in the private and public sectors. Like any apparatus, AFIS has its own strengths and weaknesses.
Criminology and Security Science
M. Tech. (Forensic investigation)

The effectiveness of tour destination selection is dependent on pre-visit information sources. As competition increases in the tourism industry, destination organisations need to improve current destination selection processes. Research on current processes indicate that information sources accessed by potential tourists when making travel decisions may not be a true reflection of what the destination is offering. Any negative difference between perceived images during pre-visit and real images during the actual visit may result in poor destination reputation and dissatisfied customers. This research addresses this gap by improving the process of destination selection using a real-time data streaming mediation technique as an additional pre-visit information source. The researcher adopted a social-technologist research paradigm and a design-science approach. The research process was executed in three phases; the first phase focused on gathering knowledge on destination selection and pre-visit information sources. The findings in Phase 1 were used in Phase 2 to develop and test the performance of a prototype. Phase 3 involved the evaluation of the prototype tool in a real-world setting. One of the main outcomes of this research is the development of a destination selection framework using real-time data streaming mediation and a tool (http://www.tourcamportal.com) as proof of concept. This research has shown that real-time images are valuable pre-visit information sources when making travel decisions. Real-time images authenticate destination attractions, provide real-time availability of destinations, reduce speculations on destination attractions, and provide actual representations of destinations. The findings of this study contribute the body of knowledge and practice in the tourism sector and provide new areas for further research.
Computing
D. Phil. (Information Systems)

Text in both English and Afrikaans
Since the early 2000s, the tourism industry in South Africa has experienced phenomenal change and, concomitantly, the hospitality industry has also seen significant growth. This growth has been driven by factors such as the increased demand for hospitality in both the leisure and the business markets. The hotel industry has immensely been benefited. The Tourism Business Index’s report released quarterly by the Tourism Business Council of South Africa, indicating that the revenue received from each available room in the hotel sector increased significantly from 2009. Tourism research has revealed that, globally, the hospitality industry is among the largest employers of labour. The hospitality industry, especially the hotel sector, works hand in hand with tourism. Tourists traveling to a destination require accommodation which is generally provided by hotels. If the tourist is to have a good experience, it is vital that the tourist organisation and the hotel communicate so as to exchange information. Integrated marketing communication (IMC) has been described as a concept that many organisations adopt in order both to coordinate the operation of the organisation effectively and to increase the bottom line. In IMC, also creates synergy within an organisation and paves the way for consistent messages to be sent out to the organisation’s target audience. The aim of this study was to analyse the use of IMC by the View Boutique Hotel in Johannesburg, South Africa. To analyse the IMC at the hotel, in-depth interviews were conducted with both marketing staff and guests. In the aspect of planned messages, the outcome of the study revealed that the hotel uses marketing communication tools on a limited scale and, that to ensure message consistency the manager handles all external communication activities. However, the study also showed that ensuring message consistency should be the responsibility of everyone employed in the hotel. With regard to the product messages, the study showed that guests were negatively disposed towards the food, beverages, entertainment and recreation offered by the hotel. However, the service messages of the study indicated that the hotel’s service quality was good and that the staff were responsive to the needs of the guests. In respect of unplanned messages, the study showed that the hotel was receiving limited coverage from the media and that word of mouth communication was an effective tool in the hotel’s communication toolbox. On the whole, thus, it may be said that the study underscores the centrality of IMC as an instrument for creating and nurturing the relations between the hotel and its quests. It is anticipated that the outcome of this study should provide hotels such as the View Boutique Hotel with guidance in regard to utilising IMC to its full potential to make sure that there is message consistency and also to optimise communication impact.
Sedert die vroeë 2000's het die toerismebedryf in Suid-Afrika 'n merkwaardige verandering ondergaan, en daarmee saam het die gasvryheidsbedryf aansienlike groei getoon. Hierdie groei is aangevuur deur faktore soos die toenemende vraag na gasvryheid in die ontspannings- en sakemark. Die hotelbedryf het baie hierby gebaat. Volgens die besigheidsindeks vir toerisme wat kwartaalliks deur die Toerismebesigheidsraad van Suid-Afrika vrygestel word, het die inkomste uit elke beskikbare kamer in die hotelbedryf sedert 2009 aansienlik toegeneem. Navorsing oor toerisme het getoon dat die gasvryheidsbedryf wêreldwyd die meeste werk verskaf. Die gasvryheidsbedryf, en veral die hotelbedryf, gaan hand aan hand met toerisme. Toeriste wat na 'n bestemming reis het akkommodasie nodig wat oor die algemeen deur hotelle gebied word. Om te verseker dat toeriste positiewe belewenisse het, is dit kritiek dat toeriste-organisasies en hotelle kommunikeer om inligting uit te ruil. Geïntegreerde bemarkingskommunikasie word beskryf as 'n konsep wat baie organisasies aanneem om die bedryf van die organisasie effektief te koördineer en die netto wins te verhoog. Geïntegreerde bemarkingskommunikasie skep medewerking in 'n organisasie en baan die weg vir konsekwente boodskappe wat aan die organisasie se teikengehoor uitgedra word. Die doel van hierdie studie was om die gebruik van geïntegreerde bemarkingskommunikasie by die View Boutique Hotel in Johannesburg, Suid-Afrika, te ondersoek. In die ondersoek van die geïntegreerde bemarkingskommunikasie by die hotel is diepgaande onderhoude met bemarkingspersoneel en gaste gevoer. Ten opsigte van beplande kommunikasie het die studie bevind dat die hotel bemarkingskommunikasie-instrumente op beperkte skaal gebruik, en om te verseker dat die kommunikasie konsekwent is, hanteer die bestuurder alle eksterne kommunikasie-aktiwiteite. Die studie het egter ook getoon dat dit elke werknemer by die hotel se verantwoordelikheid is om konsekwente kommunikasie te verseker. Met verwysing na produkkommunikasie het die studie getoon dat die gaste negatief ingestel was oor die kos, drankies, vermaaklikheid en ontspanning wat by die hotel aangebied is. Die studie het egter bevind dat die diens by die hotel goed was en dat die personeel goed op die gaste se behoeftes gereageer het. Met betrekking tot ix onbeplande kommunikasie het die studie getoon dat die hotel beperkte dekking in die media geniet en dat mondelinge kommunikasie 'n doeltreffende instrument in die hotel se arsenaal is. Oor die algemeen kan daar gesê word dat die studie die sentraliteit van geïntegreerde bemarkingskommunikasie onderskryf as instrument vir die skep en uitbou van verhoudings tussen die hotel en sy gaste. Die resultate van hierdie studie behoort aan hotelle soos die View Boutique Hotel riglyne te bied oor hoe geïntegreerde bemarkingskommunikasie ten volle benut kan word om konsekwente kommunikasie te verseker, en om die impak van kommunikasie te optimeer.
Communication Science
M.A.(Psychology)