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You searched for subject:( Konsekwente bemarkingskommunikasie). Showing records 1 – 2 of 2 total matches.

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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

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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


North-West University

2. Mudzanani, Takalani Eric. Developing an integrated marketing communication framework for selected museums in South Africa / T.E. Mudzanani.

Degree: 2013, North-West University

Responding to the need to fill the research gap in the area of museum integrated marketing communication, the study investigated the planned, unplanned, product and service messages of selected museums in South Africa. These selected museums were the Ditsong and Iziko clusters of museums in the Gauteng Province and the Western Cape Province respectively. The clusters were selected because they are the biggest clusters of museums in the country. In an attempt to fill the research gap, the goal of the study was to develop and present an integrated marketing communication framework for the selected museums. In order to realise the goal of the study, four objectives were set. Consistent with the first objective chapter 2 analysed the South African cultural tourism sector. In this regard, the literature review revealed that South Africa’s cultural product offering is multifaceted with arts, cultural villages, literature, battlefields, museums, heritage sites nd religion comprising the main tourist attractions. Moreover, the literature review revealed that the two clusters of museums offer diversified product portfolios. The second objective was achieved in chapter 3 by analysing integrated marketing communication by means of a literature review. The literature review revealed that IMC is a logical structure of developing communication strategies. An organisation should control (planned) or influence messages (unplanned, product, service) messages to ensure message consistency and maximum communication impact. In simple terms, an organisation should strive to match its brand promise made through planned messages with actual performance as reflected in its product, service, and unplanned messages. The third objective was to analyse empirically the planned, unplanned, product and service messages of the Ditsong and Iziko clusters of museums. The results of the empirical phase of the study were presented in chapter 4. Following a mixed methods research approach, the first component of the empirical phase involved in- depth interviews with the marketing managers of the museum clusters while the second component involved a survey of visitors to the clusters. The qualitative data was analysed by establishing themes which had emerged from the interviews with the marketing managers. The quantitative data was analysed using the SPSS programme. In order to establish the relationships between the variables, a factor analysis was conducted. In addition, T-tests and ANOVAs were also conducted. The factor analysis produced three factors namely, factor 1: Above-the-line media, factor 2: Internal and external marketing and factor 3: Marketing public relations. The t-test and ANOVAs revealed that the respondents across age, province of residence, visitor retention and educational level rate service messages the most highly of all the IMC messages. On the whole, the empirical study revealed that both the participants and the respondents share the same views on what should be done in terms of the planned, unplanned, service and product…

Subjects/Keywords: Integrated marketing communication; museums; framework; message consistency; communication impact; cultural tourism; planned; unplanned; service and product messages; Geïntegreerde bemarkingskommunikasie; raamwerk; konsekwente boodskappe; kulturele toerisme; museums; beplande; onbeplande; diens en produkboodskappe; maksimum kommunikasie-impak

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

APA (6th Edition):

Mudzanani, T. E. (2013). Developing an integrated marketing communication framework for selected museums in South Africa / T.E. Mudzanani. (Thesis). North-West University. Retrieved from http://hdl.handle.net/10394/9181

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16th Edition):

Mudzanani, Takalani Eric. “Developing an integrated marketing communication framework for selected museums in South Africa / T.E. Mudzanani. ” 2013. Thesis, North-West University. Accessed November 26, 2020. http://hdl.handle.net/10394/9181.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7th Edition):

Mudzanani, Takalani Eric. “Developing an integrated marketing communication framework for selected museums in South Africa / T.E. Mudzanani. ” 2013. Web. 26 Nov 2020.

Vancouver:

Mudzanani TE. Developing an integrated marketing communication framework for selected museums in South Africa / T.E. Mudzanani. [Internet] [Thesis]. North-West University; 2013. [cited 2020 Nov 26]. Available from: http://hdl.handle.net/10394/9181.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Council of Science Editors:

Mudzanani TE. Developing an integrated marketing communication framework for selected museums in South Africa / T.E. Mudzanani. [Thesis]. North-West University; 2013. Available from: http://hdl.handle.net/10394/9181

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

.