Community tourism organisations as a value-based lever for destination marketing in South Africa

Abstract

This dissertation examines the potential of community tourism as a strategic tool for enhancing destination marketing in South Africa, focusing specifically on how interactions with local communities influence brand loyalty among Millennial and Gen Z consumers. Community tourism is explored as a "value-based lever" that can serve to improve South Africa's appeal as a tourism destination. The study’s primary objective is to determine whether positive interactions with locals can impact travellers’ perceptions, satisfaction, and loyalty to the destination, ultimately supporting the notion that community-driven tourism can create a sustainable competitive advantage. The research applies attribution theory within a community tourism context, utilizing variables such as brand experience, customer satisfaction, affective brand image, brand-related attributions, and brand loyalty. A key focus of the study is the role of brand authenticity as a moderating factor, evaluating its influence on the relationship between brand attachment and brand loyalty, as well as on affective brand image and brand loyalty. The study develops a conceptual model to represent these relationships, providing a structured framework to investigate how local interactions shape destination perceptions among younger consumer cohorts. A comprehensive literature review informs the study’s conceptual model, drawing from research on destination marketing, values-based marketing, and consumer behaviour. Specifically, the study highlights how Millennial and Gen Z consumers, who prioritize values alignment in their purchasing decisions, may respond favourably to destinations that offer authentic, community-based experiences. The literature suggests that storytelling through local perspectives can enhance destination appeal and serve as a differentiator in a competitive tourism market. The review underscores the importance of creating immersive, value-oriented travel experiences that align with the ethical and social values of these consumer groups. iii The study uses a quantitative methodology, employing a survey distributed to respondents based in Johannesburg, South Africa. The sample targets South African Millennials and Gen Z, specifically individuals aged 24 to 44. The survey collects data on respondents’ experiences and perceptions of community tourism, using a structured questionnaire with a 5-point Likert scale to capture responses on variables related to brand experience, satisfaction, affective brand image, and brand loyalty. Structural equation modelling (SEM) is used to analyse the data, testing the proposed conceptual model and the hypothesized relationships between variables. Key findings reveal that positive interactions with locals in a community tourism context significantly enhance tourists' brand experience, satisfaction, and brand attachment. The study finds that brand-related attributions, such as perceptions of authenticity, reliability, and value, are integral in shaping brand loyalty. Brand authenticity as a moderating variable is shown to have no moderating effect in the relationship between brand attachment and loyalty and it negatively moderates the relationship between affective brand image and loyalty. The findings that were not in accordance with anticipated outcomes, namely brand related attributions and its influence on brand loyalty, and negatively moderating effect of brand authenticity on affective brand image and brand loyalty were significant contributions to the body of knowledge regarding South African consumer segments. This is due to the contextual factors impacting these outcomes, specifically related to community tourism, while in global alternate studies these results were different. In terms of the overall findings however, with most of the hypotheses being accepted in relation to the conceptual model for this study, the insights suggest that community tourism can effectively foster destination loyalty by offering authentic, meaningful experiences that align with the values of Millennial and Gen Z consumers. In conclusion, the research supports the idea that community tourism is a viable strategy for enhancing South Africa's destination brand and competitive standing. The study’s contributions are twofold: theoretically, it advances understanding of attribution theory’s applicability in a tourism context; practically, it offers insights for policymakers, tourism marketers, and small business owners on leveraging iv community tourism to attract and retain visitors. The findings advocate for a non- market strategy approach, where community-driven narratives and interactions become central to destination marketing, offering a compelling case for using community tourism to create an emotionally resonant and value-aligned tourism experience.