Outcomes of the study

The secondary study and empirical phase of this study enabled the researcher to address the research problem adequately. Meaningful research was conducted on participants‟ experience of the team building offering. Team building was identified as a form of MICE tourism through thoroughly conducted secondary research. These findings were confirmed by the research outcome. By far the majority of respondents participated in the offering as part of a work requirement.

The empirical findings confirmed most of the outcomes from the secondary research.

The empirical findings were obtained regarding team building participants‟ perceptions of and satisfaction with the offering. These statistics indicate participants‟ satisfaction with elements of the offering. The information gained can be used to further adapt and develop team building offerings. This gives businesses the opportunity to improve their offerings and increase their competitiveness.

As shown in Figure 8.2.2 the study identified that team building offerings have the potential to be beneficial for tourists, operators‟ offering range and the host destination.

Team building participants were satisfied with the offering and indicated positive future behaviour intentions. These intentions were in the form of recommending the operator to others. Therefore it can be concluded that the offering assists in promoting a positive reputation for the operator. Additionally, operators and their offering range benefit from WOM as a form of alternative marketing tool.

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Figure 8.2.2: Team building as a tourism offering in the Western Region of the Eastern Cape (Author‟s Own Construction)

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Further respondents expressed their interest in the operator‟s offering ranges and their intention to return to the operator at a later stage. This indicates that participants are likely to engage in other offerings of the operator‟s offering range. Returning participants yield numerous benefits for tourism operators. Their loyalty is very valuable for operators and is regarded as a competitive advantage. Repeat tourists represent lower marketing costs for operators in promoting their offering range. Additionally, loyal tourists are considered as higher spenders as they are more inclined to engage in additional offerings.

These future behaviour intentions of satisfied team building participants represent a potential growth in demand for the operator‟s offering range. Team building offerings do not only draw first-time tourists to the operator but enable these tourists to become familiar with the provided offerings. Participants who had previously not been aware of the operator and his/her offering range had the opportunity to form their own perceptions of the offering. Therefore it can be concluded that the team building offering attracts additional tourists to the operator who were not reached by initial marketing strategies. Some participants might only have become aware of the operator through the team building offering to which they were sent by their employers.

Additionally, the majority of team building participants in the Western Region of the Eastern Cape were identified to be business tourists. This form of tourists often leads to higher revenue than leisure tourists. Team building participants or their employers are more likely to increase the operator‟s revenue than leisure tourists are. Furthermore, business tourism is likely to be spread throughout the year. Operators who manage to attract business tourists increase their chance of a sustainable income as team building can be used to mitigate seasonality. The income from team building offerings can sustain operators financially outside of peak seasons when demand for their other offerings is likely to decrease.

Team building as a tourism offering was identified as an effective tourism offering. The findings suggest that team building participants are satisfied with the offering which includes the destination‟s appeal, the operator and the activity itself.

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More in-depth knowledge was obtained regarding factors of tourists‟ satisfaction through identifying several dimensions of satisfaction from an adapted SERVPERF model. The results reflected participants‟ satisfaction with the offering. This indicates that team building offerings in the Western Region of the Eastern Cape delivered the standard which is required for business tourists.

Even though the sustainability was rated low in comparison to other dimensions, tourists still indicated their satisfaction with the dimension. The study‟s results suggest that most team builds are nature based and require minimal changes to the existing landform and vegetation. This indicated that team building offerings are likely to be environmentally sustainable. Furthermore, it shows that team building offerings in the Western Region of the Eastern Cape are able to follow the trend of outdoor team building. This is not only a popular trend but the offering makes use of the Eastern Cape‟s natural environment which is asserted by the TMP (n.d: 23) to be one of the strongest elements of tourists‟ positive experience in the Region.

As stated above, the achieved satisfaction of tourists led to the intention for future behaviour which is beneficial to the operator and the destination. Therefore the team building offerings can be evaluated as qualitative offerings which bring value to the operator‟s offering range. Team building is therefore an effective offering considering that it increases participants‟ awareness of the destination and operator, attracts first-time visitors who are often business tourists, instils positive behaviour intentions in tourists, fulfils participants‟ expectations and has the potential to be sustainable.

Team building offerings were identified as a tourism incentive in the Western Region of the Eastern Cape. The finding led to the conclusion that team building participants take part in or make use of other tourism-related products and services besides the team building activity.

Numerous team building participants stayed overnight for the purpose of the team building while some of them extended their stay for recreational purposes. Additionally, the majority of them made use of some form of catering. This shows that team building fosters a demand for the accommodation and catering industry in the region.

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Furthermore, it indicates that team building offerings link several sectors together which increases the engagement of local stakeholders.

Additionally, some of the tourists engaged in other tourism offerings during their stay at the destination. In most cases this engagement in other tourism offerings would not have happened without the team building offering. The majority of team building participants visited the destination with the main purpose of taking part in the team building offering. Therefore they would not have visited the destination initially without the team building offering.

The increased awareness of tourists regarding the destination and operator can encourage further tourism. The majority expressed their intentions to recommend or return to the operator or destination for recreational purposes. As explained above, this encourages tourism in the form of repeat visits and repeat purchases while WOM has the potential to attract additional tourists which encourages tourism in the region.

Team building offerings in the Western Region of the Eastern Cape are not only beneficial for team building operators but also for the host destination, other tourism businesses and the team building participants.

Business tourism was identified as source of high revenue in comparison to leisure tourism . Furthermore, domestic tourism was stated to be the foundation of South Africa‟s tourism due to its stability. The majority of team building participants in the Western Region of the Eastern Cape are domestic business tourists and therefore a favoured type of tourist. They are likely to be a source of higher revenue than leisure tourists are. Additionally, this leads to an increase in tax revenue.

Team building in the Western Region of the Eastern Cape is mainly used as a tool for business tourists. This indicates that the offering falls predominantly under the umbrella of the MICE market. As stated by the ECTMP, the region experiences a gap in business tourism in the Region. Team building offerings contribute towards closing this gap.

Team building offerings create additional benefits for other industries in the Western Region of the Eastern Cape. Operators of team building offerings created a link

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between different industries which yield multiplier effects and spill-offs for local businesses. As stated above, the use of the accommodation and catering industry, among others, generated an additional source of income for these industries.

Additionally, these industries were possibly exposed to and strove for a high level of standards in order to meet the requirements of the business tourism segment.

Maintaining high standards to satisfy team building participants can improve the attractiveness of these stakeholders and the destination. This increased attractiveness caused by the team building offering can further lead to participants‟ increased intention to return and recommend the destination and other engaged stakeholders such as the preferred type of accommodation, among others.

The offering satisfies tourists while utilising local resources. Operators of team building activities make use of the natural environment and local staff, among others, to deliver their offering. As identified by the ECTMP (n.d: 23), the Province‟s natural environment and the friendly attitude of locals represent an asset to the region to attract tourists.

Considering team building tourists‟ satisfaction with the offering, it can be concluded that the offering achieved the use of local resources successfully.

A considerable number of team building participants spent additional money on other products or services, such as souvenirs, during their time at the destination. This leads to the conclusion that team building offerings in the Western Region of the Eastern Cape create the opportunity for some local businesses to sell their goods and services and receive additional revenue from these tourists.

The use of local staff and the linkage with other industries identified team building offerings as a source to contribute to an increased demand for employment in the region. Certain businesses besides the team building operator might have to increase their staff capacity to cater for the team building offering and its return tourists.

An essential benefit for the host destination and other businesses is the exposure they experience through the team building offering. Team building offerings have the potential to attract first-time visitors and give them the opportunity to evaluate the host destination during their stay. This increases the awareness of numerous participants

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regarding the destination. It is likely that the positive experience of the team building offering contributes to participants‟ positive future behaviour intentions toward the destination.

The host destination does not only benefit from the exposure through the team building offering but also from its positive impact on tourists‟ perceptions as well. Participants‟

positive association of the destination with a valuable team building offering can re-position the destination‟s image. The increased awareness and opportunity to evaluate the destination for themselves has the potential to re-position the image of the Western Region of the Eastern Cape.

Additionally, participants benefit from the team building offering. They have the opportunity to gain awareness and evaluate the destination as a potential leisure destination. Some of the participants experience the opportunity to engage in additional tourism activities while staying at the host destination. Furthermore, they have the opportunity to build a relationship with the operator, host destination and involved businesses. Knowing the stakeholders reduces the team building participants‟ risk of engaging in offerings or traveling to destinations which do not meet their expectations.

Additionally, respondents expressed the view that the activity fulfilled its purpose which indicates that the team building activity itself did benefit them and their teams. The indicated level of satisfaction of team building participants leads to the conclusion that the team building offerings in the Western Region of the Eastern Cape provide quality and value to the tourists, meeting or exceeding their expectations.