Investigating Agri-tourism’s Niche Benefit to Oribi Gorge Guest Farm’s Integrated Marketing Communications and Brand Equity

Abstract

This research dissertation is a case study inquiring as to Agri-tourism’s niche benefit to Oribi Gorge Guest Farm’s (OGGF) Integrated Marketing Communications and Brand Equity. The main theoretical frameworks that underpin this study include Aaker’s Model of Brand Equity, the Agro-tourism Business Model described by Vogt (2014), and lastly the Integrated Marketing Communications (IMC) Model as described by Enslin and Klopper (2014).The problem that this study aims to address, is to determine how well Agri-tourism has been utilised in the IMC Strategy of OGGF and to identify any untapped potential within the business, and where it can be improved, thus aiming to improve its user experience and Brand Equity.This study utilised a Qualitative approach as the research objectives are anchored upon the consumers perspective on brand equity and integrated marketing communications within the context of OGGF. Findings revealed that some of the greatest onsite consumer experiences that supported the brand equity relation to agri-tourism, where informal and unofficial services. The most significant finding discovered was the niche challenges that face this unique industry, how agricultural seasonality affects human resource and consequently potentially customer service.