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Mhlongo, Pamela

Faculty: Faculty of Humanities and Social Sciences
Department: Recreation and Tourism
Research Interest(s): Destination brand essence, Destination brand image, Destination brand loyalty.
Active Community Engagement: Association for Tourism and Leisure Education and Research (ATLAS). Tourism Educators South Africa (TESA).
Biography: Pamela S. Mhlongo is a Lecturer in the Department of Recreation and Tourism. She obtained a Master’s Degree in Tourism from the University of Zululand, South Africa. She also has a Bachelor of Tourism Studies, and BA Honours in Recreation and Tourism, obtained from the University of Zululand. She obtained a Post Graduate Certificate in Education from the University of South Africa. Ms Mhlongo has more than four years experience tutoring first year students. She was also an Assistant Lecturer before becoming a full Lecturer. She currently lectures the following modules: Tourism Travel Practice 1A and 1B and Tourism Events.
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20193

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  • Thumbnail Image
    PublicationJournal Article
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    Tourists' loyalty towards a tourism destination: the case of KwaZulu-Natal in South Africa
    2019
     | Danubius University ...
    This study explores tourists’ loyalty to the province of KwaZulu-Natal in South Africa, as a tourism destination. A structured questionnaire survey of 411 domestic and international tourists in this destination provided data for analysis. Results from descriptive, bivariate and multivariate data analyses indicate that tourists were highly satisfied with their visit, and many of them especially those on return visit, indicate loyalty to KwaZulu-Natal destination. Domestic tourists are more loyal to the destination than international tourists; therefore, efforts should be made by Tourism KwaZulu-Natal - the Destination Management Organisation to try to enhance international tourists’ loyalty to the destination.
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    Tourists’ perceptions of a destination brand image: KwaZulu-Natal, South Africa
    2019
     | Africajournals
    A tourist’s destination image entails the emotional interpretation and evaluation that he/she has regarding a destination, resulting from personal knowledge and beliefs. This study explored the tourists’ destination brand image of KwaZulu-Natal in South Africa. Much of the previous studies on destination brand image were conducted outside the African continent. This study conducted in KwaZulu-Natal Province of South Africa is exploratory in nature and used a market-orientated approach in seeking to identify the tourists’ brand image perceptions towards this destination. A questionnaire survey of 411 domestic and international tourists in KwaZulu-Natal provided data for descriptive, bivariate and multivariate analyses. Tourists have a very positive image of KwaZulu-Natal brand as a tourism destination, especially in terms of its unique nature and culture offerings. The study results will hopefully help the destination managers in KwaZulu-Natal to optimise their marketing strategies towards strengthening their nature and culture offerings to suit tourists’ needs and wants, and at the same time maintain and create opportunities for tourists who are more interested in meetings, events, sand-seasun, and visiting friends and relatives. Comparative studies can be conducted in other African regions to seek individual regional positioning in the global tourism marketplace.
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    PublicationJournal Article
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    Tourists' loyalty towards a tourism destination: the case of KwaZulu-Natal in South Africa
    2019
     | Danubius University ...
    This study explores tourists’ loyalty to the province of KwaZulu-Natal in South Africa, as a tourism destination. A structured questionnaire survey of 411 domestic and international tourists in this destination provided data for analysis. Results from descriptive, bivariate and multivariate data analyses indicate that tourists were highly satisfied with their visit, and many of them especially those on return visit, indicate loyalty to KwaZulu-Natal destination. Domestic tourists are more loyal to the destination than international tourists; therefore, efforts should be made by Tourism KwaZulu-Natal - the Destination Management Organisation to try to enhance international tourists’ loyalty to the destination.
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