Developing an integrated marketing communication framework for selected museums in South Africa TE Mudzanani, MA 23291214 Thesis submitted for the degree Doctor of Philosophy in Tourism Management at the Potchefstroom Campus of the North-West University Promoter: Prof E Slabbert May 2013 1 DECLARATION Except in aspects duly acknowledged, the thesis entitled, “Developing an integrated marketing communication framework for selected museums in South Africa” is my own work. It is submitted for the PHILOSOPHIAE DOCTOR degree at the Potchefstroom Campus of North-West University. It has not been submitted for any other degree to any other university. ......................................................................................... Takalani Eric Mudzanani i ACKNOWLEDGEMENTS Inspired by the legacy of my industrious late grandfather, Tshifhe, mufunzi Fhedzisani Mudzanani, I undertook this journey knowing that, with God on my side, nothing is impossible. In honour of my grandfather‟s selfless life, I undertook this journey, not only for my personal gain, but also to inspire young minds back in our remote village, Guyuni in Limpopo Province, to reach for the stars. To these young minds and others in all corners of our beautiful country, I say the sky is the limit. With the indispensable support of my supervisor, Professor Elmarie Slabbert, my dream of making a contribution to the field of tourism marketing has become a reality. She took me by the hand as I traversed through all the stages of my PhD project. My beautiful daughter, Rotondwa, for praying for “daddy to get a PhD in the name of Jesus” My beloved wife, Masakona, for listening to me as I talked hysterically about my studies deep into the night. My parents, Tshirathela and Thinadzanga, for supporting me through their prayers. My grandmother, Phalanndwa, for her unconditional love for me as her first grandchild, Mafamba- na famba sweswi. My uncles, aunts and the entire Mafamba-Mudzanani clan for contributing to my success in their own unique ways. My friends, Tshifularo and Dagada, for their moral support. The management and staff at the Ditsong and Iziko museum clusters for enabling me to conduct the study. My colleagues at the Department of Communication Science at the University of South Africa for their words of encouragement. Ms Alexa Barnby for language editing the thesis. Mr Avhapfani Mudau for assisting with the development of the figures Mr Sibusiso Ndzukuma and Dr Suria Ellis for assisting with data analysis ii DEDICATION This study was undertaken in honour of my late grandfather for his unwavering commitment to the gospel. In the gospel, he found a cause for which to live for. For him the gospel was about serving the interests of others even at the expense of his own. iii LIST OF ACRONYMS AMA American Marketing Association BASA Business and Arts South Africa Commission for the Promotion and Protection of the Rights of CPPRCRL Cultural, Religious and Linguistic Communities DAC Department of Arts and Culture DACST Department of Arts, Culture, Science and Technology DOT Department of Tourism DMA Direct Marketing Association GDP Gross domestic product PRISA Institute of Public Relations and Communication of South Africa IC Integrated communication IM Integrated marketing IMC Integrated marketing communication IATA International Air Transport Association ICAO International Civil Aviation Organisation ICOM International Council of Museums NAC National Arts Council NHC National Heritage Council NGOs Non-governmental organisations PANSALB Pan South African Language Board RETOSA Regional Tourism Organisation of Southern Africa SAT South African Tourism SATOUR South Africa Tourism Corporation SAGNC South African Geographical Names Council SAHRA South African Heritage Resources Agency SADC Southern African Development Community SWOT Strengths, weaknesses, opportunities and threats TDC Tourism Development Corporation UNESCO United Nations Educational, Scientific, and Cultural Organisation WTO World Tourism Organisation WTTC World Travel and Tourism Council ZCC Zion Christian Church iv ABSTRACT Responding to the need to fill the research gap in the area of museum integrated marketing communication, the study investigated the planned, unplanned, product and service messages of selected museums in South Africa. These selected museums were the Ditsong and Iziko clusters of museums in the Gauteng Province and the Western Cape Province respectively. The clusters were selected because they are the biggest clusters of museums in the country. In an attempt to fill the research gap, the goal of the study was to develop and present an integrated marketing communication framework for the selected museums. In order to realise the goal of the study, four objectives were set. Consistent with the first objective chapter 2 analysed the South African cultural tourism sector. In this regard, the literature review revealed that South Africa‟s cultural product offering is multifaceted with arts, cultural villages, literature, battlefields, museums, heritage sites and religion comprising the main tourist attractions. Moreover, the literature review revealed that the two clusters of museums offer diversified product portfolios. The second objective was achieved in chapter 3 by analysing integrated marketing communication by means of a literature review. The literature review revealed that IMC is a logical structure of developing communication strategies. An organisation should control (planned) or influence messages (unplanned, product, service) messages to ensure message consistency and maximum communication impact. In simple terms, an organisation should strive to match its brand promise made through planned messages with actual performance as reflected in its product, service, and unplanned messages. The third objective was to analyse empirically the planned, unplanned, product and service messages of the Ditsong and Iziko clusters of museums. The results of the empirical phase of the study were presented in chapter 4. Following a mixed methods research approach, the first component of the empirical phase involved in- depth interviews with the marketing managers of the museum clusters while the second component involved a survey of visitors to the clusters. The qualitative data was analysed by establishing themes which had emerged from the interviews with v the marketing managers. The quantitative data was analysed using the SPSS programme. In order to establish the relationships between the variables, a factor analysis was conducted. In addition, T-tests and ANOVAs were also conducted. The factor analysis produced three factors namely, factor 1: Above-the-line media, factor 2: Internal and external marketing and factor 3: Marketing public relations. The t-test and ANOVAs revealed that the respondents across age, province of residence, visitor retention and educational level rate service messages the most highly of all the IMC messages. On the whole, the empirical study revealed that both the participants and the respondents share the same views on what should be done in terms of the planned, unplanned, service and product messages of museums to ensure message consistency and maximum communication impact. The structural equation modelling indicated the interrelatedness of the various messages as well as their influence on one another. The fourth objective was to develop and present an integrated marketing communication framework for the Ditsong and Iziko museum clusters. This objective was realised in chapter five. The framework was informed by both the literature review and the empirical study. As regards the literature review the framework differs from some other works on IMC in that an attempt was made to align the framework to IMC message typology in its entirety. With regard to the empirical study, the IMC programme phase of the framework incorporates the recommendations of the respondents. It is hoped that the framework will empower the museums both to ensure message consistency and to maximise communication impact in spite of the divergent message needs of their multiple stakeholders. Key words: integrated marketing communication, museums, framework, message consistency, communication impact, cultural tourism, planned, unplanned, service and product messages. vi OPSOMMING In reaksie op die behoefte om die navorsingsleemte in die area van museumgeïntegreerde bemarkingskommunikasie te vul, ondersoek die studie die beplande, onbeplande produk- en diensboodskappe van enkele geselekteerde museums in Suid-Afrika. Die museums wat gekies is, sluit die Ditsong- en Iziko- museumklusters in, onderskeidelik geleë in Gauteng en die Wes-Kaap. Hierdie klusters is uitgesoek omdat dit die grootste museumklusters in die land is. Om hierdie navorsingsleemte te vul, het die studie dit ten doel gehad om 'n geïntegreerde bemarkingsraamwerk vir die geselekteerde museums te ontwikkel en aan te bied. Om die doel van die studie te verwesenlik, is vier doelwitte gestel. In hoofstuk 2, wat met die tweede doelwit ooreenstem, is die Suid-Afrikaanse toerismebedryf ontleed. Daar is in hierdie verband in die literatuuroorsig geopenbaar dat Suid-Afrika se kulturele produkaanbod veelvlakkig is, met die kunste, kulturele dorpies, literatuur, krygsterreine, museums, erfenisterreine en godsdiens as die vernaamste toeriste-attraksies. Daar is verder in die literatuuroorsig getoon dat die twee museumklusters verskillende produkportefeuljes aanbied. Die tweede doelwit is in hoofstuk 3 verwesenlik deurdat geïntegreerde