The Online Marketing Strategies of the Zimbabwe Tourism Authority (ZTA) and South Africa Tourism (SAT): A Comparative Study

IF 0.7 Q4 HOSPITALITY, LEISURE, SPORT & TOURISM
Vitalis Basera, Nyahunzwi Dk
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引用次数: 7

Abstract

The purpose of this study was to compare the online marketing strategies of the Zimbabwe Tourism Authority (ZTA) and South Africa Tourism (SAT). The study sought to establish the online marketing strategies adopted by ZTA and SAT especially coming from the background that most National Tourism Organisations in Africa lack interactive web facilities and have limited knowledge on the significance of information communication technology in tourism marketing. The fact that tourism has been branded the fastest growing industry in the world but in Zimbabwe it’s not like that while just across the Limpopo river in South Africa tourism is steadily developing prompted the researcher to compare the ZTA and SAT online marketing strategies. The objectives were to compare the online marketing strategies and to determine the effectiveness of ZTA and SAT’s online marketing strategies. The researcher adopted comparative design as a way of drawing lessons useful to both ZTA and SAT. Information relevant to this study was drawn from a thorough analysis of the organisations websites, and social media networks. The researcher also reviewed literature in order to expose what other authors say about the online marketing strategies. Data in this study was gathered using netnography. A modified website evaluation model was used to evaluate website as proposed by (Li and Wang 2010). Information dimension, Communication dimension, Transaction dimension, Relationship dimension and Technical merit dimension (ICTRT) were investigated. Information was also obtained by visiting the organisation social networks. The researcher used a qualitative approach to gain an in-depth understanding of why ZTA and SAT chose the various online marketing strategies to market their destinations. Data for this research was then presented using tables from the ICTRT dimensions. From the results it was found that both ZTA and SAT use online marketing strategies but SAT had an improved edge in the social networks since it had more platforms.
津巴布韦旅游局(ZTA)和南非旅游局(SAT)网络营销策略的比较研究
本研究的目的是比较津巴布韦旅游局(ZTA)和南非旅游局(SAT)的在线营销策略。该研究试图建立ZTA和SAT采用的在线营销策略,特别是在非洲大多数国家旅游组织缺乏互动网络设施和对信息通信技术在旅游营销中的重要性的认识有限的背景下。事实上,旅游业被称为世界上发展最快的行业,但在津巴布韦并非如此,而在林波波河对岸的南非,旅游业正在稳步发展,这促使研究人员比较了ZTA和SAT的在线营销策略。目的是比较在线营销策略,并确定ZTA和SAT的在线营销策略的有效性。研究人员采用比较设计作为吸取对ZTA和SAT都有用的经验教训的一种方式。与本研究相关的信息来自对组织网站和社交媒体网络的彻底分析。研究人员还回顾了文献,以揭示其他作者对在线营销策略的看法。本研究的数据是用网络图收集的。采用(Li and Wang 2010)提出的改进的网站评价模型对网站进行评价。研究了信息维度、沟通维度、交易维度、关系维度和技术价值维度(ICTRT)。通过访问该组织的社交网络也获得了信息。研究人员使用定性方法来深入了解为什么ZTA和SAT选择各种在线营销策略来营销他们的目的地。本研究的数据随后使用ICTRT维度的表格呈现。从结果来看,我们发现ZTA和SAT都使用在线营销策略,但SAT在社交网络上有优势,因为它有更多的平台。
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来源期刊
European Journal of Tourism Hospitality and Recreation
European Journal of Tourism Hospitality and Recreation HOSPITALITY, LEISURE, SPORT & TOURISM-
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