African Journal of
Marketing Management

  • Abbreviation: Afr. J. Mark. Manage.
  • Language: English
  • ISSN: 2141-2421
  • DOI: 10.5897/AJMM
  • Start Year: 2009
  • Published Articles: 153

Full Length Research Paper

The recruitment market practices of travel agencies in the Gauteng province of South Africa: What is the status quo?

Mornay Roberts-Lombard

  •  Accepted: 13 December 2012
  •  Published: 31 January 2013


Most research on relationship marketing focuses on the building of relationships between a business and its customers. Little research considers the application of relationship marketing principles to the recruitment market of a business. The purpose of this article is therefore to indicate what the current status is of the relationships which travel agencies in the Gauteng Province of South Africa: (hereafter referred to as Gauteng province) have with their recruitment market. Personal interviews were conducted with 170 travel agency managers and/or owners in Gauteng. The results stipulate that the large staff turnover in the travel agency industry in the Gauteng Province is the result of poor salaries, a lack of educational sponsorships and poor management relationships with employees working for travel agencies. Through a stronger focus on these aspects, the management of travel agencies in Gauteng will be able to recruit and retain experienced employees who can deliver a service to customers that will contribute to greater customer’s satisfaction.


Key words: Recruitment, recruitment market, travel agency, travel agent, employee.