South Africa's place brand: A marketing axiom to South Africa as a tourism destination?

Matiza, Tafadzwa; Slabbert, Elmarie

doi:10.1016/j.jdmm.2019.100380

Cited by 12 publications

(16 citation statements)

References 14 publications

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“…New media is the use of digital technology, through wireless communication networks, satellites, and other channels, as well as computers, mobile phones, digital televisions, and other terminals, to provide information and services to users of the form of communication, and the types are mainly divided into electronic magazines, videos, and micro blogs [1]. New media is different from traditional old media, with real-time, large capacity, and interactivity.…”

Section: Introductionmentioning

confidence: 99%

Marketing Model of Tourism Enterprises Based on New Media Environment

Wang

Song

et al. 2022

International Journal of Antennas and Propagation

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New media is a scientific and technological product under the background of the new era, and now new media technology has been widely used in all aspects of social development, and it has spawned the arrival of the new media era. In the new media environment, the survival and development environment faced by enterprises have undergone earth-shaking changes; if you still follow the traditional marketing methods, it will not only reduce the effectiveness of marketing but also because of the deviation from the development requirements of the times be eliminated, bringing threats to the survival and development of enterprises. The development of new media, represented by the Internet and mobile phones, has brought great changes to various industries in the world including tourism. The market size of the travel network is expanding, and online sales are soaring. At the same time, all kinds of tourism organizations often have blind optimism in the construction of tourism networks and lack of reasonable application means, so that tourism network marketing is far from exerting its potential in reality; on the one hand, it cannot provide transaction services that satisfy both supply and demand; on the other hand, it also affects the economic benefits of tourism organizations. Compared with the rapid development of the tourism media industry, the theoretical research related to the actual situation lags significantly. Although the number of related studies at home and abroad is increasing, most of them stay at the level of explanation and introduction, and the analysis of the tourism industry chain is not enough. The breadth and depth of the study are sorely lacking. The future letter needs to summarize the successes and failures of the development of the tourism media industry from a theoretical height and carry out theoretical improvement to guide practice, and it also needs to strengthen forward-looking research, summarize the laws and models, and put forward practical implementation plans to improve the overall development level of the tourism and media industry. Aiming at the problem of new media marketing strategy in shopping tourism scenic spots, this paper applies descriptive research, questionnaire survey, statistical processing, mathematical model, and other research methods to analyze the characteristics of new media such as prominence of personalization, increased audience selectivity, and diversified forms of expression presented by new media compared with traditional media, as well as the differences between the two in terms of communication status, dominant state, and audience state. 4I Marketing theory is applied to new media marketing, the changes in the marketing environment and marketing needs under the background of new media, and the extensive impact of these changes on the marketing mix strategy; the basic strategies and expected effects of new media marketing of tourism enterprises are studied from the aspects of product, price, channel, and promotion; the IPA model is constructed, and the empirical analysis of the shopping tourist attractions of Changshu Garment City in China is carried out. Through the research of this paper, in theory, the understanding of new media marketing is enriched, and in fact, it provides guidance for optimizing the new media marketing strategy of tourist attractions.

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Section: Introductionmentioning

confidence: 99%

Marketing Model of Tourism Enterprises Based on New Media Environment

Wang

Song

et al. 2022

International Journal of Antennas and Propagation

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“…A notion also hypothesised by Pawaskar and Goel (2016) posits that information symmetry touchpoints influence the extrinsic travel motives of tourists by attracting them to specific destinations based on their attributes. The extant of literature (Avraham, 2020;Lee, 2021b;Lee et al, 2022;Matiza and Slabbert, 2020) also corroborates the NB's direct effect on tourist's travel motives, submitting that public perceptions of a country [via the NB] are a significant antecedent to tourists' conative behaviour, including their travel motives. This evidence aligns with the demand-oriented The destination marketing and media profile TE-A perspective of NB theory which supports the notion of inherent organic perceptions towards countries potentially exerting a direct predictive effect on consumptive decisionmaking.…”

Section: Hypothesis Developmentmentioning

confidence: 75%

The destination marketing and media profile – travel motives nexus amid tourism crisis: the mediating effect of the nation brand

Matiza

Slabbert²

2022

JHTI

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PurposeThe ongoing COVID-19 pandemic highlights the importance of destination marketing and media profiling to re-engage international tourists. However, potential crisis-induced nation brand (NB) deficits must be addressed to re-ignite tourism demand. The study examines the possible intervening effect of the contemporary NB in the international destination marketing and media-travel motives nexus.Design/methodology/approachA deductive quantitative study was undertaken with an online Amazon Mechanical Turk sample of n = 454 respondents. Hypotheses were tested using PROCESS Macro, Model 4.FindingsThe results show that the NB [people and negative events] had a practically significant partial mediating effect in the destination marketing – nature-cultural oriented travel motivation nexus.Practical implicationsNew insights are provided via a practical model which facilitates the measurement of potential nuances in the influence of destination marketing and media profiling on leisure tourists' travel motives amid crises. The intervening effect implies that a better understanding of the NB as an indirect antecedent to travel motivation may result in more effective crisis communications and tourism recovery-oriented marketing.Originality/valueThe study is amongst the first to extend marketing and behavioural theory to explore the interplay between the marketing and media profile, a nation's brand and tourists' travel behaviour amid a crisis. The study addresses a discernible dearth of knowledge related to the influence of the NB on tourist behaviour from an emerging market perspective.

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“…Several studies discuss how halo effects may have important implications for the diffusion of awareness and the development of a country's image, and how such a halo may be leveraged through appropriate destination branding ( Florek & Insch, 2011 ; Koc, 2005 ; Matiza & Slabbert, 2020 ; Pan, Santos, & Kim, 2017 ). For instance, Pan et al (2017) argue that television commercials have played a substantial role in shaping destination image and as such promoting tourism in South Korea.…”

Section: Literature Reviewmentioning

confidence: 99%