Application of the Technology Acceptance Model and the Technology–Organisation–Environment Model to examine social media marketing use in the South African tourism industry
- Matikiti, Rosemary, Mpinganjira, Mercy, Roberts-Lombard, Mornay
- Authors: Matikiti, Rosemary , Mpinganjira, Mercy , Roberts-Lombard, Mornay
- Date: 2018
- Subjects: Social media marketing , South Africa , Tourism industry
- Language: English
- Type: Article
- Identifier: http://hdl.handle.net/10210/270262 , uj:28723 , Citation: Matikiti, R., Mpinganjira, M. & Roberts-Lombard, M., 2018, ‘Application of the Technology Acceptance Model and the Technology– Organisation–Environment Model to examine social media marketing use in the South African tourism industry’, South African Journal of Information Management 20(1), a790. https://doi.org/10.4102/ sajim.v20i1.790 , ISSN: 1560-683X (Online) , ISSN: 2078-1865 (Print)
- Description: Abstract: Background: In tourism globally there is a growing interest in social media marketing research. However, most previous research on social media marketing has focused on large tourism enterprises such as chain hotels, leaving out small tourism businesses such as travel agencies and tour operators. Objective: The aim of this research was to establish factors that influence attitude towards the use of social media marketing by travel agencies and tour operators in South Africa. Method: The study adopted a quantitative approach through the use of questionnaires. Data used in the analysis was collected from a total of 150 travel agencies and tour operators by means of a structured questionnaire. Multiple regression analysis and one‐way ANOVA were used for data analysis...
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- Authors: Matikiti, Rosemary , Mpinganjira, Mercy , Roberts-Lombard, Mornay
- Date: 2018
- Subjects: Social media marketing , South Africa , Tourism industry
- Language: English
- Type: Article
- Identifier: http://hdl.handle.net/10210/270262 , uj:28723 , Citation: Matikiti, R., Mpinganjira, M. & Roberts-Lombard, M., 2018, ‘Application of the Technology Acceptance Model and the Technology– Organisation–Environment Model to examine social media marketing use in the South African tourism industry’, South African Journal of Information Management 20(1), a790. https://doi.org/10.4102/ sajim.v20i1.790 , ISSN: 1560-683X (Online) , ISSN: 2078-1865 (Print)
- Description: Abstract: Background: In tourism globally there is a growing interest in social media marketing research. However, most previous research on social media marketing has focused on large tourism enterprises such as chain hotels, leaving out small tourism businesses such as travel agencies and tour operators. Objective: The aim of this research was to establish factors that influence attitude towards the use of social media marketing by travel agencies and tour operators in South Africa. Method: The study adopted a quantitative approach through the use of questionnaires. Data used in the analysis was collected from a total of 150 travel agencies and tour operators by means of a structured questionnaire. Multiple regression analysis and one‐way ANOVA were used for data analysis...
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Perception of tourism graduates and the tourism industry on the important knowledge and skills required in the tourism industry
- Wakelin-Theron, Nicola, Ukpere, Wilfred I., Spowart, Jane
- Authors: Wakelin-Theron, Nicola , Ukpere, Wilfred I. , Spowart, Jane
- Date: 2018
- Subjects: Important knowledge and skills , Tourism industry , Graduates
- Language: English
- Type: Article
- Identifier: http://hdl.handle.net/10210/279706 , uj:30042 , Citation: Wakelin-Theron, N., Ukpere, W.I. & Spowart, J. 2018. Perception of tourism graduates and the tourism industry on the important knowledge and skills required in the tourism industry. African Journal of Hospitality, Tourism and Leisure, 7(4):1-18. , ISSN: 2223-814X
- Description: Abstract: Higher education institutions (HEIs) are under increasing pressure to equip graduates with the necessary knowledge, skills, and attributes that would make them employable and highly versatile in various tourism sectors. This means that the various qualifications in tourism that are awarded by HEIs should reflect the tourism industry’s needs and expectations. Consequently, it is important to identify the kind of knowledge skills that need to be developed in tourism graduates to prepare them for the working world. The purpose of this article is to identify the perceptions of tourism graduates and the tourism industry on the important knowledge and skills required in the tourism industry. The research adopted a sequential explanatory mixed method, which entailed combining quantitative and qualitative methods. However the findings, both from the quantitative and qualitative phases highlight the important knowledge and skills required. In terms of important knowledge and skill, both parties seem to be at par in their perception. The study found that the most important knowledge and skills required in the tourism industry are customer service/awareness, ethical conduct at work, verbal communication, acceptance of responsibility, attention to detail, ability to work under pressure, time management skills, and motivation. Significant differences existed between the perceptions of tourism graduates and those of the tourism industry regarding professional, operational, knowledge and skills attributes. However, no significant differences existed between the perceptions of tourism graduates and those of the tourism industry regarding personality traits. This paper is hopefully useful for the development of important knowledge and skills required in the tourism industry. As such it has meaning for higher education institutions that offer tourism qualifications as well as the tourism industry who employs tourism graduates. This paper is original, as the study contributes to the body of knowledge and skills required in the tourism industry since no other paper as far as could be assessed, has taken up the topic of the perception of tourism graduates and the tourism industry on the important knowledge and skills required in the tourism industry in South Africa.
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- Authors: Wakelin-Theron, Nicola , Ukpere, Wilfred I. , Spowart, Jane
- Date: 2018
- Subjects: Important knowledge and skills , Tourism industry , Graduates
- Language: English
- Type: Article
- Identifier: http://hdl.handle.net/10210/279706 , uj:30042 , Citation: Wakelin-Theron, N., Ukpere, W.I. & Spowart, J. 2018. Perception of tourism graduates and the tourism industry on the important knowledge and skills required in the tourism industry. African Journal of Hospitality, Tourism and Leisure, 7(4):1-18. , ISSN: 2223-814X
- Description: Abstract: Higher education institutions (HEIs) are under increasing pressure to equip graduates with the necessary knowledge, skills, and attributes that would make them employable and highly versatile in various tourism sectors. This means that the various qualifications in tourism that are awarded by HEIs should reflect the tourism industry’s needs and expectations. Consequently, it is important to identify the kind of knowledge skills that need to be developed in tourism graduates to prepare them for the working world. The purpose of this article is to identify the perceptions of tourism graduates and the tourism industry on the important knowledge and skills required in the tourism industry. The research adopted a sequential explanatory mixed method, which entailed combining quantitative and qualitative methods. However the findings, both from the quantitative and qualitative phases highlight the important knowledge and skills required. In terms of important knowledge and skill, both parties seem to be at par in their perception. The study found that the most important knowledge and skills required in the tourism industry are customer service/awareness, ethical conduct at work, verbal communication, acceptance of responsibility, attention to detail, ability to work under pressure, time management skills, and motivation. Significant differences existed between the perceptions of tourism graduates and those of the tourism industry regarding professional, operational, knowledge and skills attributes. However, no significant differences existed between the perceptions of tourism graduates and those of the tourism industry regarding personality traits. This paper is hopefully useful for the development of important knowledge and skills required in the tourism industry. As such it has meaning for higher education institutions that offer tourism qualifications as well as the tourism industry who employs tourism graduates. This paper is original, as the study contributes to the body of knowledge and skills required in the tourism industry since no other paper as far as could be assessed, has taken up the topic of the perception of tourism graduates and the tourism industry on the important knowledge and skills required in the tourism industry in South Africa.
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A three-way partnership model of tourism graduate employability
- Wakelin-Theron, N., Ukpere, W.I., Spowart, J.
- Authors: Wakelin-Theron, N. , Ukpere, W.I. , Spowart, J.
- Date: 2018
- Subjects: Employability , Tourism industry , Higher education
- Language: English
- Type: Conference proceeding
- Identifier: http://ujcontent.uj.ac.za8080/10210/382472 , http://hdl.handle.net/10210/290714 , uj:31564 , Citation: Wakelin-Theron, N., Ukpere, W.I. & Spowart, J. 2018. A three-way partnership model of tourism graduate employability.
- Description: Abstract: The aim of this paper presentation is to show the employability of tourism graduates, using a three-way perspective. The concept of employability differs depending on the context, as well as the views of the people making employment decisions and those seeking employment. Graduates are not always employable, because they lack certain knowledge, skills, employability attributes, and practical work experience. Therefore, it has become imperative to ensure an adequate level of preparedness of tourism graduates, including their employability attributes, to enhance their chances of securing and sustaining employment in the tourism industry. The researcher adopted a sequential explanatory mixed method, which entailed combining quantitative and qualitative methods. The researcher conducted a quantitative survey on a purposive sample of 561 managers, supervisors and owners within the tourism industry and tourism graduates working in the tourism industry. The researcher used means, standard deviations, exploratory factor analysis and independent t-test. The qualitative research approach was applied to investigate graduate employability more in-depth. A total of twelve interviews were conducted with three academics within higher education institutions (HEIs) that offer a tourism qualification, three graduates working within the industry and three experts within the tourism industry. The researcher found a significant relationship between the professional skills, personality traits, knowledge skills and operation skill within the tourism industry. The researcher constructed a model to enhance graduate employability through a three-way perspective within the tourism industry. The model links all three partners the tourism graduate, tourism industry and Higher education institutions) that play a key role in the industry regarding the transfer of knowledge, skills and other employability attributes. The originality of this paper is that it constructed a model for the tourism industry to enhance graduate employability that links three partners, and creates further constructive debate.
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- Authors: Wakelin-Theron, N. , Ukpere, W.I. , Spowart, J.
- Date: 2018
- Subjects: Employability , Tourism industry , Higher education
- Language: English
- Type: Conference proceeding
- Identifier: http://ujcontent.uj.ac.za8080/10210/382472 , http://hdl.handle.net/10210/290714 , uj:31564 , Citation: Wakelin-Theron, N., Ukpere, W.I. & Spowart, J. 2018. A three-way partnership model of tourism graduate employability.
- Description: Abstract: The aim of this paper presentation is to show the employability of tourism graduates, using a three-way perspective. The concept of employability differs depending on the context, as well as the views of the people making employment decisions and those seeking employment. Graduates are not always employable, because they lack certain knowledge, skills, employability attributes, and practical work experience. Therefore, it has become imperative to ensure an adequate level of preparedness of tourism graduates, including their employability attributes, to enhance their chances of securing and sustaining employment in the tourism industry. The researcher adopted a sequential explanatory mixed method, which entailed combining quantitative and qualitative methods. The researcher conducted a quantitative survey on a purposive sample of 561 managers, supervisors and owners within the tourism industry and tourism graduates working in the tourism industry. The researcher used means, standard deviations, exploratory factor analysis and independent t-test. The qualitative research approach was applied to investigate graduate employability more in-depth. A total of twelve interviews were conducted with three academics within higher education institutions (HEIs) that offer a tourism qualification, three graduates working within the industry and three experts within the tourism industry. The researcher found a significant relationship between the professional skills, personality traits, knowledge skills and operation skill within the tourism industry. The researcher constructed a model to enhance graduate employability through a three-way perspective within the tourism industry. The model links all three partners the tourism graduate, tourism industry and Higher education institutions) that play a key role in the industry regarding the transfer of knowledge, skills and other employability attributes. The originality of this paper is that it constructed a model for the tourism industry to enhance graduate employability that links three partners, and creates further constructive debate.
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Determining tourism graduate employability, knowledge, skills, and competencies in a VUCA world : constructing a tourism employability model
- Wakelin-Theron, N., Ukpere, Wilfred I., Spowart, J.
- Authors: Wakelin-Theron, N. , Ukpere, Wilfred I. , Spowart, J.
- Date: 2019
- Subjects: Employability , Tourism industry , Higher education
- Language: English
- Type: Article
- Identifier: http://hdl.handle.net/10210/296431 , uj:32296 , Citation: Wakelin-Theron, N., Ukpere, Wilfred, I. & Spowart, J. 2019. Determining tourism graduate employability, knowledge, skills, and competencies in a VUCA world : constructing a tourism employability model.
- Description: Abstract: The aim of this study was to determine tourism graduates’ employability, knowledge, skills, and competencies in a VUCA world by constructing a tourism employability model. The concept of employability differs depending on the context, as well as the views of the people making employment decisions and those seeking employment in a VUCA world. It has become imperative to ensure an adequate level of preparedness among tourism graduates in a world dominated by technology, by understanding what the important knowledge, skills, and competencies are to enhance graduates’ chances of securing and sustaining employment in the tourism industry in South Africa...
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- Authors: Wakelin-Theron, N. , Ukpere, Wilfred I. , Spowart, J.
- Date: 2019
- Subjects: Employability , Tourism industry , Higher education
- Language: English
- Type: Article
- Identifier: http://hdl.handle.net/10210/296431 , uj:32296 , Citation: Wakelin-Theron, N., Ukpere, Wilfred, I. & Spowart, J. 2019. Determining tourism graduate employability, knowledge, skills, and competencies in a VUCA world : constructing a tourism employability model.
- Description: Abstract: The aim of this study was to determine tourism graduates’ employability, knowledge, skills, and competencies in a VUCA world by constructing a tourism employability model. The concept of employability differs depending on the context, as well as the views of the people making employment decisions and those seeking employment in a VUCA world. It has become imperative to ensure an adequate level of preparedness among tourism graduates in a world dominated by technology, by understanding what the important knowledge, skills, and competencies are to enhance graduates’ chances of securing and sustaining employment in the tourism industry in South Africa...
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