This document outlines a research concept for a PhD study that will analyze the influence of online consumer-generated content and electronic word-of-mouth on safari destination marketing organization's online marketing strategies. Specifically, the study will (1) analyze consumer-generated content about safari destinations over the past 2-3 years, (2) evaluate visitor satisfaction, behavioral intentions, and motivations posted online post-trip, and (3) assess the influence of consumer-generated content on destination marketing organizations' online marketing strategies, including websites and social media. The study will use qualitative content analysis followed by interviews and surveys to address gaps in understanding how information and communication technologies impact consumer behavior and marketing in African safari destinations.

1. ENTER 2016 PhD Workshop Slide Number 1
The Influence of online consumer-generated
contents and e-WOM in Safari DMO’s online
marketing strategies
(Research Concept Note)
Peter J. MKUMBO
Clemson University, USA
pmkumbo@g.clemson.edu

2. ENTER 2016 PhD Workshop Slide Number 2
Introduction
 It is clear that Information & Communication
Technology (ICT) plays a significant role in
shaping both tourism managers’ decisions and
consumer behaviour.
 ICT is likely to change the current marketing
model of informing, persuading and reminding
potential consumers to new model of
demonstrating, involving and empowering.
 Studies related to ICT in Safari Destinations (Sub-
Saharan Destinations) have been largely ignored.
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3. ENTER 2016 PhD Workshop Slide Number 3
Problem
 ICT related studies in Safari Destinations (Sub-
Saharan Destinations) are scant.
 It is not well known what kind of online
information a safari consumer needs at different
phases of their holidays (Pre-trip, on trip and
post trip) when visiting these destinations.
 DMOs in safari destinations are using ICT for
marketing, it is largely unknown how ICT
improves their marketing strategies.

4. ENTER 2016 PhD Workshop Slide Number 4
Objectives
 Analyse consumer generated contents about the
destination in online platforms for the last 2-3
years
 Contents developed by the DMO and its affiliates
 Will also evaluate visitor satisfaction, behavioural-
intentions and motivation in online platforms post-
trip
 Assess the influence of online consumer-generated
contents in DMO’s marketing strategies in online
platforms specifically websites and social media.

5. ENTER 2016 PhD Workshop Slide Number 5
Literature review
 ICT has significantly influenced consumer behaviour in a broad
spectrum of marketing across different sectors (Tobias &
Wolfgang, 2010).
 Change in consumer behaviour has impact on the way
suppliers market their services and products (Marchiori &
Cantoni, 2015).
 Businesses and DMOs have moved most of their marketing
strategies from offline to online platforms in a wide spectrum
of channels, partly due to advances in ICT and changing
consumer behaviour (Peters et al., 2013).
 It could be argued that consumers are increasingly becoming
new invisible CEOs of organizations, strongly influencing
marketing decisions in organizations and companies.

6. ENTER 2016 PhD Workshop Slide Number 6
Theoretical framework
 This project will mainly be based on two group of
theoretical paradigms: satisfaction and word of
mouth theories.
 Several theories that explain the nature and the
development of consumer’s satisfaction from various
perspectives fall under Expectation Disconfirmation
Paradigm (Festinger, 1957).
 A number of theoretical approaches have been used
to explain the relationship between disconfirmation
and dissatisfaction (Anderson, 1973).

7. ENTER 2016 PhD Workshop Slide Number 7
Theoretical framework cont…
The assimilation-contrast theory is another
way of explaining the relationships between
variables within the disconfirmation model.
This theory suggests that satisfaction is a
function of the gap between expected and
perceived performance (Hovland, Harvey, & Sherif, 1957).

8. Figure 1: Macro Model of Customer Satisfaction adapted from (Hom, 2000)
*includes intent to purchase, word-of-mouth, loyalty, and complaints.

9. ENTER 2016 PhD Workshop Slide Number 9
Word-of-Mouth theory???
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10. ENTER 2016 PhD Workshop Slide Number 10
Learning organization???
 Organization that acquires knowledge and innovates
fast enough to survive and thrive in a rapidly
changing environment (Business dictionary).
 A learning organization is the term given to a
company that facilitates the learning of its members
and continuously transforms itself (Peter Senge).
 A learning organization is one that is able to change
its behaviors and mind-sets as a result of experience
(Eve Mitleton-Kelly).
 Organizational learning theory states that, in order to
be competitive in a changing environment,
organizations must change their goals and actions to
reach those goals (Kimberly Zahller).
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11. ENTER 2016 PhD Workshop Slide Number 11
Methods
 Qualitative approach will be used first where content analysis
of online contents will be conducted.
 Keywords will be specified for the the search along with the
time period for examination. Social media comments will be
examined using Radian 6 software.
 A content analysis of the posts will be undertaken to uncover
the themes. Results from content analysis, will inform the
design and focus of the next phase of qualitative approach the
in-depth interviews.
 DMO marketing officials will be interviewed to explore the
depth of marketing decisions made by the DMO, justifications
and internal evaluation of marketing effectiveness and
efficiencies.
 Visitor surveys will form the quantitative part of the research
approach.

12. ENTER 2016 PhD Workshop Slide Number 12
References
 Hovland, C., Harvey, O., & Sherif, M. (1957). Assimilation and
contrast effects in reaction to communication and attitude change.
Journal of Abnormal and Social Psychology 55(7), 244-252.
 Marchiori, E., & Cantoni, L. (2015). The role of prior experience in
the perception of a tourism destination in user-generated content,
Journal of Destination Marketing & Management 4(2015), 194 –
201.
 Peters, K., Chen, Y., Kaplan, A., Ogniben, B., & Pouwels, K. (2013).
Social Media Metrics — A Framework and Guidelines for
Managing Social Media, Journal of Interactive Marketing 27(4),
281–298.
 Tobias, K., & Wolfgang, M. (2010) In-store consumer behavior:
How mobile recommendation agents influence usage intentions,
product purchases, and store preferences. Computers in Human
Behavior 26 (2010), 697–704.

13. ENTER 2016 PhD Workshop Slide Number 13
Questions? & Comments?
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