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Social media usage in the decision process of volunteer tourists
Dissertation (MCom)--University of Pretoria, 2019.
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| Format: | Thesis |
| Language: | English |
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University of Pretoria
2019
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| _version_ | 1867613534225956864 |
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| access_status_str | Open Access |
| author2 | Fairer-Wessels, Felicite A. |
| author_browse | Fairer-Wessels, Felicite A. |
| author_facet | Fairer-Wessels, Felicite A. |
| collection | Thesis |
| dc_rights_str_mv | © 2019 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. |
| description | Dissertation (MCom)--University of Pretoria, 2019. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/71741 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:37:40.523Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2019 |
| publishDateRange | 2019 |
| publishDateSort | 2019 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/71741 Social media usage in the decision process of volunteer tourists Fairer-Wessels, Felicite A. u12224112@tuks.co.za Nel, Marian Charlotte UCTD Dissertation (MCom)--University of Pretoria, 2019. Volunteer tourism involves tourists volunteering for part of or all their travels and includes direct interaction with the natural environment within a specific social setting. Non-promotional material has a greater impact on the volunteer tourist’s ultimate decision to volunteer than promotional material (Easton & Wise, 2015). This research addressed the impact of social media in influencing volunteer tourists to participate in volunteer programmes in a developing country context, i.e. Namibia. Primary, qualitative data collection with the use of in-depth interviews from five selected volunteer tourism organisations (VTOs) in Namibia was undertaken. Volunteer tourists and VTO representatives were interviewed. This is a pioneer study of the influence of social media marketing on volunteer tourists and their decision (-making process) to participate in selected volunteer programmes in a developing country, i.e. Namibia. Main findings of the study include both volunteer tourists and VTOs considering social media presence and online interaction as a valuable platform to connect and share information. Facebook is considered as the most popular social media platform. VTOs strongly believe that social media marketing influences volunteer tourists’ decision-making in participating in volunteer programmes and that it gives a definite competitive advantage over other VTOs who do not participate in social media marketing efforts. The majority of the volunteers interviewed, believe that past volunteers’ reviews did influence them to participate in the programme and VTOs are encouraging volunteers to share experiences. The findings of the study may assist selected VTOs in developing countries in the development of social media marketing strategies. TM2019 Tourism Management MCom Unrestricted 2019-10-09T14:23:06Z 2019-10-09T14:23:06Z 19/09/03 2019 Dissertation Nel, MC 2019, Social media usage in the decision process of volunteer tourists, MCom Dissertation, University of Pretoria, Pretoria, viewed yymmdd <http://hdl.handle.net/2263/71741> S2019 http://hdl.handle.net/2263/71741 en © 2019 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. application/pdf University of Pretoria |
| spellingShingle | UCTD Social media usage in the decision process of volunteer tourists |
| title | Social media usage in the decision process of volunteer tourists |
| title_full | Social media usage in the decision process of volunteer tourists |
| title_fullStr | Social media usage in the decision process of volunteer tourists |
| title_full_unstemmed | Social media usage in the decision process of volunteer tourists |
| title_short | Social media usage in the decision process of volunteer tourists |
| title_sort | social media usage in the decision process of volunteer tourists |
| topic | UCTD |
| url | http://hdl.handle.net/2263/71741 |