The Influence of Relationship Proneness on Relationship Satisfaction and Relationship Commitment: Empirical Evidence from Domestic Tourists in Cape Town, South Africa
The Influence of Relationship Proneness on Relationship Satisfaction and Relationship Commitment: Empirical Evidence from Domestic Tourists in Cape Town, South Africa

Summary/Abstract: In South Africa, small tourism enterprises lie at the heart of the industry and form a major part of the tourism sector. There are the cornerstones of tourism development in local economies. This study assessed the influence of relationship proneness on relationship satisfaction and relationship commitment among domestic tourism clients within the Cape Town Metropolitan Area of South Africa. In spite of the increasing research on small tourism enterprises, they seem to be a paucity of studies that have investigated the influence of relationship proneness on relationship satisfaction and relationship commitment. The study utilised a quantitative research design using a structured questionnaire. The design was suitable to solicit the required information relating to relationship proneness, relationship satisfaction and relationship commitment. The findings indicate that relationship proneness has a positive influence on relationship satisfaction, relationship proneness has a positive influence on relationship commitment and relationship satisfaction exerts a positive influence on relationship commitment. All the posited three hypotheses were supported. The empirical study provided fruitful implications to academicians by making a significant contribution to the relationship marketing literature by systematically exploring the influence of relationship proneness on relationship satisfaction and relationship commitment. This study therefore, stand to immensely contribute new knowledge to the existing body of relationship marketing literature in Africa – a context that is often most neglected by some researchers in developing countries.

• Details
• Contents