Abstract

Thesis (D. Tech. (Business Administration )) - Central University of Technology, Free State

Highlights

  • Tourism is associated with growth both in terms of the number of travellers and expenditure, and such growth is confined to mature markets and to less developed economies (World Travel Tourism Council 2018)

  • This study investigated the influence of market orientation (MO) on four innovation dimensions in small accommodation businesses (SABs) in Zimbabwe and South Africa

  • This study revealed that both customer and competitor orientations influence all the dimensions of innovation in both Zimbabwe and South Africa, again with South African SBAs being more innovative than those in Zimbabwe

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Summary

Introduction

Tourism is associated with growth both in terms of the number of travellers and expenditure, and such growth is confined to mature markets and to less developed economies (World Travel Tourism Council 2018). In South Africa and Zimbabwe, tourism contributes 9% and 6.3% to Gross Domestic Product (GDP) and 10% and 3.7% to employment, respectively (World Travel Tourism Council 2018) Such contributions to socio-economic development are punctuated with fierce competition across all business sizes. In the context of this study, an SAB refers to a business that is operated by an individual or small group of people, is registered and has 100 or fewer employees including the proprietor in the case of Zimbabwe and less than 200 for South Africa In their efforts to compete with large businesses, small businesses face two major disadvantages, namely liabilities of smallness (inability to achieve economies of scale and scope and limited market presence and power) and newness (lack of reputation and no corporate history) (Beaver & Brayn, 2014:28; Kremel 2017:51). These liabilities imply that SABs compete from a disadvantaged position and http://www.actacommercii.co.za

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