Advanced search options

Advanced Search Options 🞨

Browse by author name (“Author name starts with…”).

Find ETDs with:

in
/  
in
/  
in
/  
in

Written in Published in Earliest date Latest date

Sorted by

Results per page:

You searched for subject:( Dienskommunikasie). One record found.

Search Limiters

Last 2 Years | English Only

No search limiters apply to these results.

▼ Search Limiters


University of South Africa

1. Mebuge, Chinelo Ogochukwu. Analysing the use of integrated marketing communication at the View Boutiqu Hotel in Johannesburg, South Africa .

Degree: 2018, University of South Africa

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… Advisors/Committee Members: Mudzanani, Takalani Eric (advisor).

Subjects/Keywords: Marketing; Marketing communication; Integrated marketing communication; Boutique hotel; Message consistency; Guests; Relationship marketing; Marketing mix; Tourism; Planned messages; Service messages; Product messages and unplanned messages; Bemarkingskommunikasie; Geïntegreerde boetiekhotel; Gaste; Konsekwente bemarkingskommunikasie; Kommunikasie; Verhoudingsbemarking; Bemarkingsmengsel; Beplande kommunikasie; Dienskommunikasie; Produkkommunikasie en onbeplande kommunikasie

Record DetailsSimilar RecordsGoogle PlusoneFacebookTwitterCiteULikeMendeleyreddit

APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6th Edition):

Mebuge, C. O. (2018). Analysing the use of integrated marketing communication at the View Boutiqu Hotel in Johannesburg, South Africa . (Masters Thesis). University of South Africa. Retrieved from http://hdl.handle.net/10500/25388

Chicago Manual of Style (16th Edition):

Mebuge, Chinelo Ogochukwu. “Analysing the use of integrated marketing communication at the View Boutiqu Hotel in Johannesburg, South Africa .” 2018. Masters Thesis, University of South Africa. Accessed November 26, 2020. http://hdl.handle.net/10500/25388.

MLA Handbook (7th Edition):

Mebuge, Chinelo Ogochukwu. “Analysing the use of integrated marketing communication at the View Boutiqu Hotel in Johannesburg, South Africa .” 2018. Web. 26 Nov 2020.

Vancouver:

Mebuge CO. Analysing the use of integrated marketing communication at the View Boutiqu Hotel in Johannesburg, South Africa . [Internet] [Masters thesis]. University of South Africa; 2018. [cited 2020 Nov 26]. Available from: http://hdl.handle.net/10500/25388.

Council of Science Editors:

Mebuge CO. Analysing the use of integrated marketing communication at the View Boutiqu Hotel in Johannesburg, South Africa . [Masters Thesis]. University of South Africa; 2018. Available from: http://hdl.handle.net/10500/25388

.