n Journal of Contemporary Management - Recruiting in a travel consulting environment - exploring applied practices

Volume 7, Issue 1
  • ISSN : 1815-7440



Most research on relationship marketing focuses on the building of relationships between a business and its customers. Limited research considers the application of relationship marketing principles to the recruitment market of a business. The purpose of this article is to indicate what the current status is of the relationships which travel agencies in South Africa have with their recruitment market. Personal interviews were conducted amongst 200 travel agency managers and / or owners in South Africa. The statistical analysis applied to the study included the calculation of standard deviations for individual items on the questionnaire, Exploratory Factor Analysis, Cronbach Alpha values, as well as the calculation of practical significance by means of effect sizes. The results stipulate that travel agencies must be marketed as an employer who supports the personal development and growth of employees to ensure that skilled employees are recruited and current employees are retained within the travel agency industry in South Africa.

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