Abstract
M.A.
This study used qualitative research methods including document analysis, and personal interviews to investigate the perceptions that 23 Johannesburg-based SMMEs (tourism product and service owners) have of the operation of the Joburg Tourism Company (JTC) as a Destination Marketing Organisation (DMO). The study identified survey participants from three different sectors of tourism and included four participants from the internal staff of JTC. The study explored the influence of stakeholder groups on the outcomes of the planning processes and marketing, raising specific issues and challenges for tourism growth of the city of Johannesburg. Collaboration occurs when a group of mutual stakeholders engage in an interactive process, using shared rules, norms, and structures to act or decide on issues related to certain goals and objectives; however, the findings of this research suggest that there are considerable challenges in attaining a collaborative and cooperative relationship between JTC and its SMMEs. The results validate the use of optimised communication processes to build DMO-SMME stakeholder collaborations.