3. Electronic Theses and Dissertations (ETDs) - All submissions
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Item Destination marketing: a study into international airport service experience, destination image and intention to revisit South Africa(2017) Chuchu, TinasheThe purpose of the study was to investigate the relationship that potentially exists between international airport experience, destination image, and the intention to revisit South Africa. A research conceptual model was developed in order to analyse potential relationships from that model. The objectives of the study were to examine the relationship airport experience and destination image as well at the relationship between destination image and a traveller’s intention to revisit a destination. This research was grounded in numerous theories, namely the destination image theory, destination concept, marketing theory and service concept. The study reviewed literature on destination marketing, highlighting its evolution over the years, and its importance, in particular to South Africa. For purposes of the research, nine hypotheses were developed based on the conceptual model where all the proposed hypotheses were supported. The study was quantitative in nature, in that all data was collected through convenience sampling at the OR Tambo International Airport. Research surveys were self- administered to 508 willing international travellers at the OR Tambo International Airport. Out of the 508 surveys distributed, 503 were usable for research analysis purposes. To analyse the research data, structural equation modelling was adopted. The main findings of the study touched on various aspects. Firstly, travellers perceived servicescape to be a crucial factor in their overall assessment of the kind of value an airport would offer to them, and ultimately in their overall impression of South Africa as a destination. Secondly, it was also established that tourists' pre-conceived ideas of South Africa were the strongest motivator of their intention to revisit the country. This implied that tourists visit South Africa with a firm idea of what the country will be like as well, and whether they would want to return to the country, even before they set foot in the country. Overall the study established that international tourists had an appreciation for the airport experience at the OR Tambo International Airport, and also they would consider revisiting South Africa. The contribution of this study was to enhance the comprehension of existing literature on destination marketing and the international airport management sector. Furthermore, the study provided new perspectives to the current body of knowledge regarding motivations for tourists to return to destinations.Item The proximity effects of the planned commercial property development at O.R. Tambo International Airport on adjacent residential properties(2016) Mkhasibe, Menziwezintozonke SkhumbuzoThe two main traditional revenue streams for airports are aeronautical and non-aeronautical revenues. In recent times, factors such as the slowing economic growth, terrorism threats, aircraft fuel hikes and fierce airline competition have contributed in reduced aeronautical revenues. The decline in aeronautical revenues has seen a shift of focus where most international airports now pursue business strategies to increase their non-aeronautical revenues. Airports in developed countries such as Schiphol, Brisbane, Adelaide, Canberra, Perth are recorded in literature to have shifted their focus to exploit the vast undeveloped land within the airport precincts through enabling the undeveloped land to be taken up for commercial property developments. This has allowed these airports to increase their non-aeronautical revenues in light of the declining aeronautical revenues. In South Africa, Airports Company South Africa (ACSA) announced its intention in year 2010 to unlock undeveloped airport land for commercial property developments within the nine airports that it operates. At O.R. Tambo International Airport (one of airports owned by ACSA), ACSA publicly announced the availability of pieces of land within the airport which can be taken up for commercial developments by private investors. One of the pieces of land is located in close proximity to existing airport adjoining residential houses in a suburb called Bonaero Park. Authors in existing literature have discussed availability of both positive and negative proximity effects of commercial properties on adjoining residential houses. This study researched the proximity effects of one of the proposed commercial property development at O.R. Tambo International Airport (ORTIA) on the houses in Bonaero Park through analyzing houses sales data of the suburb in the period of 2006 to 2014. A pre-announcement period was defined in the study from 2006 to 2010 and a post-announcement period defined from 2011 to 2014. House sales data from both the pre-announcement and post announcement period was analysed using quantitative methodologies. Qualitative data was gathered through conducting audio recorded interviews with Estate Agents who conducted house sales in Bonaero Park. Findings of the study reveal that the at both the pre-announcement and post-announcement periods, the South African residential property market was going through a tumultuous period which revealed that the announcement by ACSA to unlock the piece of land located in close proximity to the residential houses in Bonaero Park did not produce positive or negative proximity effects.