Martinette Kruger

Bio: Martinette Kruger is an academic researcher from North-West University. The author has contributed to research in topics: Tourism & Arts festival. The author has an hindex of 21, co-authored 113 publications receiving 1390 citations.

Travel Motivation of Tourists to Kruger and Tsitsikamma National Parks: A Comparative Study

Abstract: As countries and destinations try to increase their share of the international and national tourism market, it is important to understand why people travel and why they choose a specific destination. We here determine and compare travel motives of visitors to Kruger and Tsitsikamma National Parks. We administered 2899 questionnaires in the Kruger National Park and 829 in the Tsitsikamma National Park. A factor analysis was used to determine the travel motives and six factors were identified respectively for both parks. Results showed that tourists have common as well as unique motives in the two parks. Common motives in both parks include escape from city life and relaxation as well as knowledge seeking, nostalgia and park attributes. Unique to the Kruger National Park are activities and novelty compared to nature experience and photography for the Tsitsikamma National Park. This research therefore confirmed that different attractions and destinations feed different travel motives even when classified as similar types of products. Marketers can use this information to position these parks and to focus their marketing communication more effectively.

Creating a memorable spectator experience at the Two Oceans Marathon.

Abstract: Spectators spend a considerable amount of money to actively follow a sport, team and/or athlete, and this makes them a valuable and profitable niche market segment, which should be understood. Creating a memorable visitor experience for spectators at sport events is crucial in order to retain and grow this market. The purpose of this research was to determine the critical success factors (CSFs) in creating a memorable spectator experience at the Two Oceans Marathon in South Africa. A survey was conducted on the day of the race, and a total of 207 questionnaires were administered. A factor analysis identified four factors: Amenities, Comfort and visibility, Marketing and Personnel and provisions. Of these factors, Amenities and Marketing were considered the most important CSFs that contribute to a memorable spectator experience at the event. The results further confirm that the CSFs differ according to the event and the sport tourism product, and so sport organisers need to identify the CSFs specific to th...

Does loyalty pay? First-time versus repeat visitors at a national arts festival

Abstract: The aim of this research is to segment visitors to one of South Africa’s biggest arts festivals based on the frequency of visits in order to distinguish between fi rst-time and repeat festival attendees. Both fi rst-time and repeat visitor groups play a fundamental role in the overall well-being and success of a festival, and festival organisers must strive to achieve a balance between fi rst-time and repeat visitors. Festival managers should therefore be aware of the festival attributes that diff erentiate between the fi rst-time visitor group and repeat visitors attending the festival. These diff erences include socio-demographics, behavioural characteristics, destination perception, perceived value and travel motivations. This article therefore compares fi rst-time and repeat visitors to the Klein Karoo National Arts Festival based on these categories. A questionnaire survey (N = 555) was conducted at the festival, and the fi ndings indicate that there are signifi cant diff erences between fi rst-time and repeat visitors at the festival. First-time visitors spend a signifi cant amount of money during the festival and are mainly motivated by Relaxation and socialisation and Festival shows/productions, while repeat visitors are loyal visitors who stay longer and spend more money, especially on tickets supporting the festival’s shows/ productions. Results reveal that both fi rst-time and repeat visitor groups are important for the long-term sustainability of the festival. This method of segmentation has proved to be successful and is used as the basis for proposing managerial and marketing implications for the festival organisers.

Who visits the Kruger National Park, and why? identifying target markets

Abstract: This study identified viable target markets at South Africa’s most renowned nature reserve, the Kruger National Park, using market segmentation based on demographic characteristics. International, domestic, and local nature tourists were surveyed and categorized into three distinct clusters. The results show that block clustering based on visitors’ demographic characteristics is a useful research tool for producing a clear visitor profile and showed that during the process of market segmentation it is necessary to establish the relationship between a particular segmentation base and visitors' behavior and preferences. This is useful information for managing this Park, and other similar parks, more sustainably.

Environmentally-friendly practices in hotels

Abstract: Orientation: There has been a growing concern for a ‘green’ hotel in the view of customers as they experience an increased awareness of environmental damage and excessive consumption of goods, energy and water. Research purpose: To determine the environmentally-friendly practices in hotels in Zimbabwe and South Africa and establish the contribution that hotels are making towards mitigation of the negative environmental effects. Motivation for the study: Currently, the world is facing environmental issues, which include global climate change, ozone depletion, pollution, high consumption of resources and increasing amounts of solid waste. Hotels, as part of the tourism industry, exert a significant impact on the environment. While the extent and range of the impact that hotels exert on the environment suggest an urgent need to address this problem, the question that arises is whether hoteliers appreciate the need for environmentally-friendly initiatives in their establishments. Research design, approach and method: A qualitative research was carried out in eight hotels that employ the strategy of the case study in the aforementioned countries. Main findings: Currently, no policies for green management exist, although some hotels do engage in some environmentally-friendly practices. Some hotel managers do not implement green management initiatives to mitigate the environmental problems emanating from their hotel operations. Practical and/or managerial implications: This indicates that a gap exists between managers’ awareness of appropriate environmentally-friendly practices for hotels, implying a need for training and increased awareness of green management. Contribution and/or value-add: The results could guide managers in the implementation of environmentally-friendly practices in an effort to mitigate environmental problems facing the present generation.

Marketing for management.

Abstract: MKT 6009 Marketing Internship (0 semester credit hours) Student gains experience and improves skills through appropriate developmental work assignments in a real business environment. Student must identify and submit specific business learning objectives at the beginning of the semester. The student must demonstrate exposure to the managerial perspective via involvement or observation. At semester end, student prepares an oral or poster presentation, or a written paper reflecting on the work experience. Student performance is evaluated by the work supervisor. Pass/Fail only. Prerequisites: (MAS 6102 or MBA major) and department consent required. (0-0) S MKT 6244 Digital Marketing Strategy (2 semester credit hours) Executive Education Course. The course explores three distinct areas within marketing and sales namely, digital marketing, traditional sales prospecting, and executive sales organization and strategy. The continuing convergence of the digital marketing and sales funnels has created a strategic continuum from digital lead generation to digital sales. The course identifies the current composition of this digital continuum while providing opportunities to evaluate sales and marketing digital strategies. Prerequisites: MKT 6301 and instructor consent required. (2-0) Y MKT 6301 (SYSM 6318) Marketing Management (3 semester credit hours) Overview of marketing management methods, principles and concepts including product, pricing, promotion and distribution decisions as well as segmentation, targeting and positioning. (3-0) S MKT 6309 Marketing Data Analysis and Research (3 semester credit hours) Methods employed in market research and data analysis to understand consumer behavior, customer journeys, and markets so as to enable better decision-making. Topics include understanding different sources of data, survey design, experiments, and sampling plans. The course will cover the techniques used for market sizing estimation and forecasting. In addition, the course will cover the foundational concepts and techniques used in data visualization and \"story-telling\" for clients and management. Corequisites: MKT 6301 and OPRE 6301. (3-0) Y MKT 6310 Consumer Behavior (3 semester credit hours) An exposition of the theoretical perspectives of consumer behavior along with practical marketing implication. Study of psychological, sociological and behavioral findings and frameworks with reference to consumer decision-making. Topics will include the consumer decision-making model, individual determinants of consumer behavior and environmental influences on consumer behavior and their impact on marketing. Prerequisite: MKT 6301. (3-0) Y MKT 6321 Interactive and Digital Marketing (3 semester credit hours) Introduction to the theory and practice of interactive and digital marketing. Topics covered include: online-market research, consumer behavior, conversion metrics, and segmentation considerations; ecommerce, search and display advertising, audiences, search engine marketing, email, mobile, video, social networks, and the Internet of Things. (3-0) T MKT 6322 Internet Business Models (3 semester credit hours) Topics to be covered are: consumer behavior on the Internet, advertising on the Internet, competitive strategies, market research using the Internet, brand management, managing distribution and supply chains, pricing strategies, electronic payment systems, and developing virtual organizations. Further, students learn auction theory, web content design, and clickstream analysis. Prerequisite: MKT 6301. (3-0) Y MKT 6323 Database Marketing (3 semester credit hours) Techniques to analyze, interpret, and utilize marketing databases of customers to identify a firm's best customers, understanding their needs, and targeting communications and promotions to retain such customers. Topics

Research Design: Qualitative, Quantitative, and Mixed Method Approaches

Abstract: หนงสอเรอง การออกแบบการวจย: วธการวจยเชงคณภาพ วธการวจยเชงปรมาณ และวธการวจยแบบผสม (Research Design: Qualitative, Quantitative, and Mixed Method Approaches) เปนหนงสอทเรยบเรยงเพออธบายเกยวกบความแตกตางของกระบวนทศนการวจยทง 2 แบบ ไดแก การวจย เชงปรมาณ และการวจยเชงคณภาพ และความจำเปนของประเดนปญหาการวจยทตองนำกระบวนทศนทง 2 มารวมกนหาขอคนพบเพอนำไปสผลการวจยทสามารถนำผลการวจยไปใชประโยชนไดอยางจรงมากยงขน เรยกวา “การวจยแบบผสมผสาน” ซงเปนหนงสอทอธบายวธการวจยทง 2 ประเภทไดอยางชดเจน และการรวมกนของกระบวนทศนการวจยทง 2 แบบอยางลงตว