Research Articles (Marketing Management)

Permanent URI for this collectionhttp://hdl.handle.net/2263/32311

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Antecedents of consumer-brand engagement : the mediating role of brand satisfaction
Ndhlovu, Thinkwell; Maree, Tania (AOSIS, 2025-11-20)
BACKGROUND : Customer management has evolved from transaction-based to customer engagement, emphasising the importance of establishing strong customer-brand relationships. To achieve consumer–brand engagement (CBE), nurturing connections and customer satisfaction are key. This study investigates CBE in two globally relevant brand contexts: services (social media) and products (smartphones). AIM : This study investigated how brand satisfaction mediates the relationships between consumer-based drivers, brand trust and self-expressive brands — as well as a firm-initiated driver, brand interactivity — and their influence on CBE. SETTING : The study focused on South African smartphone owners and social media users. METHOD : A quantitative, cross-sectional, descriptive research design was followed. Data was collected from 503 smartphone owners and 491 social media users. RESULTS : Structural equation modelling results for smartphones show that brand interactivity and self-expressive brand drive CBE reasoned behaviour. In the social media context, self-expressive brand drives CBE. Brand satisfaction is a mediator for both. It fully mediated the relationships between self-expressive brand and consumer-brand engagement affection, and brand interactivity and consumer-brand engagement affection, while partially mediating all other relationships. CONCLUSION : This study offers valuable insights into the importance of brand satisfaction within the CBE process, as it is the first to propose satisfaction as a mediator between key CBE drivers across two contexts. CONTRIBUTION : Theoretically, the study contributes to S-D Logic to better understand the underlying mechanism of satisfaction in building relationships between consumers and brands. Practically, the findings highlight how key factors driving CBE are interconnected with satisfaction, which should be a central focus to enhance consumer engagement.
Integrating diversity into the marketing-as-practice framework : a conceptual framework
Thomas, Simone; Steenkamp, Pieter (Sage, 2026-05)
We draw on the marketing-as-practice framework to integrate and expand the concept of diversity, specifically addressing issues of race and colourism within a value-creating system. Research on diversity in marketing has not kept pace with the times, resulting in cultural insensitivity as racial and colourist stereotypes continue to be perpetuated in marketing. This creates exclusionary marketing practices that lead to a misalignment between customers and firms. This article expands the marketing-as-practice framework by incorporating diversity through its key pillars: marketing practice, marketing practitioners and marketing praxis. This study can be utilized to explore various concepts related to diversity, equity and inclusion (DEI) as they pertain to value-creating marketing activities between firms and their customers. To conduct this study, we employed a qualitative, exploratory research strategy that included a literature review and synthesis of key theories. Our framework proposes integrating critical race theory and considerations of colour blindness to reduce barriers to diversity and enhance marketing effectiveness. By doing so, we aim to foster practical value-creating marketing activities that contribute to value co-creation. We note that integrating diversity strengthens customer–firm engagement. This research contributes conceptually to the marketing-as-practice framework.
The role of social media in online shopper behavior : insights from South Africa
Wiese, Melanie (Routledge, 2026)
Research highlights the pivotal role of social media in online shopping, yet there are still gaps remaining in understanding the influence of social media in social commerce. To address this gap, this study sets out to explore the impact of online informational influences (evidential, confirmational, and experiential), either user-generated content (participant or non-participant sharing) or via the brand social media pages, as drivers of online shopping loyalty behaviors such as repurchase intent and social word-of-mouth (sWOM). A cross-sectional approach employing non-probability sampling with an online survey hosted on Qualtrics resulted in a sample of 433 South African adult online shoppers. However, the two-step Covariance-based Structural Equation Modeling confirmed online influences’ relationships with repurchase intent, with some negative effects. The drivers of sWOM were revealed, but interestingly, participant-sharing negatively predicted sWOM. Additionally, the moderating role of shopper satisfaction was confirmed. The applicability of the reference group theory is established in an emerging market context such as South Africa. In addition to the theoretical contributions, the study provides practical suggestions for brands to manage their campaigns in an online shopping environment.
From social interactions to transactions : investigating South African facebook users’ intention to shop on Facebook
Botha, Euodia Isabella; Wiese, Melanie (Academy of Business and Emerging Markets, 2025-07-29)
South African small, medium, and micro enterprises (SMMEs) feel the pressure of harsh economic conditions and increasing competition. Meanwhile, the country’s social media use is growing exponentially. This offers SMMEs the opportunity to transact through Facebook commerce (f-commerce), a low-cost, widely accessible, and potentially profitable sales platform. Utilizing the Technology Acceptance Model (TAM) as a framework, this study investigates South Africans' perceptions of the ease of use and usefulness of f-commerce and how these perceptions translate into attitudes, intentions, and actual f-commerce use. Data was collected from adult Facebook users via an online self-administered survey using convenience and snowball sampling. Structural equation modeling confirms the suitability of the TAM and its proposed relationships, except for the relationship between usefulness and intention. This study contributes to the limited empirical research on f-commerce adoption in a developing country and provides insights for SMMEs to utilize f-commerce as a sales platform.
Antecedents of economic and non-economic satisfaction in a franchise context
Constantaras, Margaret Theresé; Mostert, P.G. (Pierre); Svensson, Göran (Inderscience, 2025)
Despite the interpersonal and interdependent relationship between franchisors and franchisees where both parties act and work together, the franchisor-franchisee relationship is often strained due to differing individual goals and roles between the franchisor and the franchisee. Although it would seem logical to assume that relationship marketing would, accordingly, be very relevant to franchising, there is a lack of research exploring relationship dynamics in a franchise context - and specifically so from a franchisee's point of view. This paper addressed this gap by exploring the antecedents of economic satisfaction and non-economic satisfaction, because franchisees' satisfaction will determine whether they stay in, or leave, a franchise relationship. Data were collected from 415 South African franchisees operating in 17 franchise sectors. Results revealed franchisees' non-economic satisfaction was positively influenced by their service quality, information exchange and economic satisfaction perceptions; and that service quality also predicts economic satisfaction. Positive relationships were furthermore established between service quality and information exchange, with franchisees' sense of autonomy, in turn, influencing both their service quality and information exchange perceptions.
Self-expressiveness and goal achievement during times of restricted marathon participation
Frost, Bianca Lizelle; Du Preez, Elizabeth Ann; Jordaan, Yolanda (Africa Journals, 2026)
Marathon running has been growing steadily as an activity of serious leisure, and offers participants opportunities to enhance their eudaimonic consumption experiences. This study aimed to explore how the four dimensions of self-expressiveness (perceived self-realisation potential, perceived effort, perceived challenge, and perceived importance) and goal achievement, operationalised through three goal types (process, performance, and outcome), feature as motivators. The sample involved marathon runners before and during the COVID-19 pandemic. Using netnography, user-generated content was gathered from an online marathon running community on Facebook over five months, covering different levels of COVID-19 sport participation restrictions. Based on deductive thematic analysis, the findings indicate that all four dimensions of self-expressiveness were upheld to some extent throughout the different phases, while the achievement of outcome goals featured most prominently. Event organisers and marketers should develop functional benefits that drive self-expressions to fulfil the needs for self-identity and goal achievement, irrespective of the nature of the event. This study contributes to the leisure, sport, and consumer well-being literature by shedding light on marathon events, especially during times of restriction, and how these events have an impact on goal achievement.
Employability and survival strategies in tourism and hospitality industry in ever-changing technological world : systematic review of the literature
Mhango, Lenard; Bello, Felix Gasten; Dias, Cheryl Venan; Chirambo, George Chimayi (Africa Journals, 2025)
New technologies are becoming the backbone of production and service delivery in most industries including tourism and hospitality. In this study, the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA2020) protocols were used to examine the employability and survival strategies in the tourism and hospitality industry in the ever-changing technological world. The systematic review followed the PRISMA protocol to select peer-reviewed journal articles from four databases: Scopus, Science Direct, Google Scholar, and Dimensions. The study used Vos Viewer to identify clusters and concurrency. Five major themes, employability skills, impacts, gaps, strategies, and challenges emerged from the study. The findings show that most researchers are focusing on why and how technologies are being adopted in the tourism and hospitality industry while there is little research on employability skills adaptation. The study recommends policymakers in government and tourism education, to swiftly address the labour supply and demand issues affecting employability in this dynamic environment to cope with the introduction of new technologies.
Exploring virtual running event satisfaction factors across participant experience levels
Frost, Bianca Lizelle; Jordaan, Yolanda (Intellect, 2024-10)
This study investigates emotional (hedonia and eudaimonia) and cognitive (perceived price value) factors that may impact event satisfaction from a novel perspective of virtual running events (VREs). Additionally, it explores how participants’ experience levels (novice vs. experienced runners) moderate these relationships. The findings provide valuable insights for sport event designers aiming to create consumer-centric virtual event experiences that align with evolving consumer expectations in the digital era. This study employed a quantitative research design, using a self-administered online questionnaire and non-probability convenience sampling. Data were collected from 842 adult female participants of a specific VRE. Structural equation modelling and multi-group confirmatory factor analyses were conducted to test six hypotheses, examining the relationships between hedonia/eudaimonia/perceived price value and VRE satisfaction, as well as the moderating effect of participants’ experience levels. Statistically significant positive relationships were found between hedonia, eudaimonia, perceived price value and VRE satisfaction. Participant experience levels moderated these relationships, with hedonia having a similar effect across groups, while eudaimonia and perceived price value had a stronger impact on novice participants. By aligning VREs with evolving participant expectations, this study provides actionable insights for designing more engaging, fulfilling and value-driven virtual experiences with broader implications for both business and society. The findings highlight the importance of considering participant experience levels when studying event satisfaction, suggesting a need for more nuanced approaches in event research. The research offers insights for the design of more inclusive and engaging virtual sport events. The findings have practical value for virtual event experience designers to optimize VRE participation satisfaction and engagement, both for novice and experienced runners, ultimately enhancing both business outcomes and societal well-being.
Beyond handy : continued intention towards using same-day delivery shopping apps
Cunningham, Nicole; Petzer, Daniël Johannes (Emerald, 2026-12)
PURPOSE : The use of same-day delivery service grocery shopping apps has the potential to greatly impact the patronage and subsequent profitability of grocery retailers. Aided by the stimulus-organism-response (SOR) framework, this study investigates possible drivers of continued intention to use these shopping apps amongst customers. DESIGN/METHODOLOGY/APPROACH : Through purposive sampling, self-administered paper-based questionnaires were distributed to respondents. A total of 462 useable responses were collected and analysed utilising Mplus version 7.4. FINDINGS : This study highlights the importance of enjoyment and price value, in addition to ease of use and usefulness, in driving consumers' continued intention to use same-day delivery service grocery shopping apps. Conditional effects show a tempering effect as perceived innovativeness and facilitating conditions (individual factors) increase. RESEARCH LIMITATIONS/IMPLICATIONS : The study is confined to customers of three popular same-day delivery service grocery shopping apps within South Africa. PRACTICAL IMPLICATIONS : Valuable insights are provided into how grocery retailers can secure continued intention through enjoyment and price value, going beyond ease of use and usefulness, to encourage customers to use their shopping apps. ORIGINALITY/VALUE : The paper examines the drivers of continued intention to use same-day delivery service grocery shopping apps, applying the stimulus-organism-response framework, and considers the moderation effects of individual factors on the proposed relationships.
The effects of information and naming restriction on South African consumer preferences for farm-raised meat and meat alternatives
Tobias-Mamina, Rejoice; Jordaan, Yolanda; Lin, Lin; Ortega, David L. (Elsevier, 2025-12)
High meat consumption in South Africa is driven by population growth, increased income, and urbanization. However, high meat production raises environmental and societal concerns, highlighting the need to shift toward more sustainable protein sources to reduce these impacts. This study examines consumer preferences for plant-based, insect-based, and cultured meat as alternatives, alongside the effects of environmental and health information and naming restrictions on these preferences. A food choice experiment was administered on 1013 urban South African food shoppers to assess preferences for three alternative burger patties relative to farm-raised beef patties. Respondents were randomly assigned to treatments varying by health, environmental, and product naming information. Results indicate that farm-raised beef captures approximately 96 % of the market share within our sample of urban food shoppers. Naming restrictions do not significantly affect beef demand but increase the market share for plant-based and cultured alternatives. Health information leads to slightly higher preferences for plant-based options than environmental information. Preference for insect-based alternatives remains low, likely due to an aversion to insects. These findings enhance understanding of consumer preferences for alternative meat products and naming restrictions, informing policies aimed at reducing the environmental and societal impacts of livestock production in South Africa. HIGHLIGHTS • Farm-raised beef is preferred, but plant-based and cultured alternatives show market potential. • Naming restrictions increase consumer preference for plant-based and cultured meat. • Environmental benefits raise willingness to pay for all meat alternatives, while health benefits work best for plant-based alternatives. • Market share for insect-based alternatives remains low despite price and information shifts.
Is trust about more than just money? Insight into South African banking customers
Petzer, Daniël Johannes; Roberts-Lombard, Mornay (Emerald, 2026-02)
PURPOSE : The purpose of this study is to explore how trust guides retail banking customers’ behavioural intentions considering monetary and non-monetary drivers of trust and the moderating roles of corporate image and shared values on the relationships between these drivers and trust. DESIGN/METHODOLOGY/APPROACH : Non-probability purposive and quota sampling were used to select a sample of South African banking customers. A self-administered questionnaire was fielded and 352 respondents participated in this study. FINDINGS : All the proposed monetary and non-monetary drivers have a positive and significant influence on trust, except for calculative commitment. Trust mediates the relationships monetary and non-monetary drivers have with behavioural intention; and corporate image and shared values moderate all but one of the relationships between trust and its monetary and non-monetary drivers. RESEARCH LIMITATIONS/IMPLICATIONS : This study enhances knowledge of the role of trust, considering monetary and non-monetary drivers as antecedents and behavioural intention as an outcome of trust. PRACTICAL IMPLICATIONS : This study guides retail banks in emergent markets on the mediating role of trust and its influence on behavioural intention through the application of selected monetary and non-monetary drivers. Furthermore, this study emphasises the importance of corporate image and shared values on selected relationships. ORIGINALITY/VALUE : The importance of trust as a mediating variable between its monetary and non-monetary drivers and behavioural intention is confirmed in an emerging economy setting. The moderating effects of corporate image and shared values in the relationships between these drivers and trust are also highlighted.
Involvement as moderator between the antecedents and outcomes of brand avoidance
Mostert, P.G. (Pierre); Steyn, Derik (Routledge, 2026)
With current research findings being inconclusive, this study establishes the antecedents, and non-repurchase intention and brand hate as outcomes of brand avoidance, and furthermore addresses a gap in anti-consumption research by exploring involvement as moderator between the antecedents and outcomes of brand avoidance. Data were collected from South African respondents who avoid doing business with a brand they used in the past. Findings show that only two of the five antecedents, namely identity avoidance and deficit value avoidance, predict brand avoidance, while experience avoidance, moral avoidance, and advertising avoidance do not. Brand avoidance, in turn, predicts non-repurchase intention and brand hate. Furthermore, except for identity avoidance, involvement moderates the relationships between all the brand avoidance antecedents and outcomes. We recommend that brand managers take note of the antecedents predicting brand avoidance and actively develop strategies to address any incongruence that could develop between consumers and the brand. By actively engaging with consumers, brands are better positioned to increase consumers’ involvement with the brand, thereby resulting in greater customer loyalty and commitment.
Exploring the motives and constraints shaping dog owners’ pet tourism intentions for overnight stays
Van der Merwe, Michelle Caroline; Kotze, Theuns G.; Mostert, P.G. (Pierre) (Sage, 2026)
The study examines motives and constraints shaping South African dog owners’ intentions to include their canine companions in overnight leisure travel. Drawing on attachment theory and leisure constraint theory, the conceptual framework distinguishes three predictor categories: bond-related motives (pet attachment, perceived travel benefits for dogs, reciprocity), owner-related motives (socialisation, prestige, novelty), and pet-related constraints (pet-specific, interpersonal, structural barriers). Data were collected from 437 South African dog owners through self-administered online questionnaires. The measurement model was validated through confirmatory factor analysis (CFA), and hypothesised relationships were tested using structural equation modelling (SEM). The measurement and structural models demonstrated acceptable fit. Results indicate that dog owners’ pet tourism intentions are positively predicted by pet attachment and novelty and negatively predicted by pet-specific and structural constraints. Novelty emerged as the strongest predictor, indicating that seeking novel dog-inclusive overnight travel experiences outweighs other examined motives and constraints for South African dog owners. Notably, perceived travel benefits for dogs, reciprocity, socialisation, prestige, and interpersonal constraints did not exert significant effects in the South African context. The findings highlight the importance of owner-related motives, particularly novelty-seeking, and emotional bonds (pet attachment) in motivating overnight pet-inclusive travel and emphasise that practical and pet-related barriers (pet-specific and structural constraints) can dampen intentions. For tourism and hospitality providers, addressing motivational and constraint-based factors—particularly through improved pet-friendly amenities and reduced structural obstacles—is crucial for attracting this emerging market. By integrating motivational and constraint perspectives, the research provides a framework for understanding and advancing dog-friendly tourism strategies in South Africa and similar markets.
Classifying consumer zero-waste behaviours in South Africa : applying the 5R framework through discriminant analysis
Botha, Euodia Isabella; Jordaan, Yolanda (Emerald, 2026-06-15)
PURPOSE : The purpose of this study is to identify zero-waste activities that drive zero-waste behaviour frequency among South African consumers, using the 5R (refuse, reduce, reuse, recycle and rot) framework and from a motivation-opportunity-ability (MOA) framework perspective. DESIGN/METHODOLOGY/APPROACH : A cross-sectional study was conducted among South African adults, using an online self-administered questionnaire distributed via a paid social media advertisement, which resulted in 486 respondents. Discriminant analysis was used to determine which zero-waste activities effectively distinguish consumers in relation to how often they engage in zero-waste behaviours as a whole. FINDINGS : Three components of the 5R framework were classifiers of zero-waste behaviour, namely, reduce, reuse and recycle. The findings of this study indicate a significant difference between the groups, based on 5 (of the 30) zero-waste activities in the 5R framework, which included avoiding using paper unnecessarily, separating recycling into different containers, using reusable products rather than disposable ones, repurposing items for alternative uses and buying smart (e.g. reusable, refillable and rechargeable products). ORIGINALITY/VALUE : This study mainly contributes to understanding zero-waste behaviours among consumers from a 5R perspective. The findings also contribute to Sustainable Development Goal 12 (Responsible production and consumption) by focusing on the implementation of zero-waste practices. By applying the MOA framework, this study provides targeted strategies to guide policymakers, businesses, and marketing practitioners on the appropriate zero-waste activities to focus on to achieve maximum impact. This study also offers practical ideas for promoting zero-waste behaviours, ultimately creating positive brand perceptions and tapping into the growing demand for sustainable product alternatives.
A good reputation must be earned, but how? Examining the role of relationship communication and employee skills in retail banking
Roberts-Lombard, Mornay; Petzer, Daniël Johannes (Taylor and Francis, 2025-06-20)
This study examines relationship communication and employee skills as antecedents to corporate image and the latter’s relationship with corporate reputation. It also considers the mediating role of corporate image and moderating roles of customer characteristics, such as duration of support and customer spending. Using purposive and quota sampling, responses were collected from 352 customers of South African banks using a self-administered questionnaire. Mplus version 8.5 tested the direct effects proposed, while the indirect effects were tested with the Hayes Process macro for SPSS. The study assists emerging market banks to understand how corporate image influences corporate reputation perceptions, based upon the inclusion of selected corporate image antecedents. It also emphasizes the importance of duration of support and monthly spending in the relationships between corporate image and its selected antecedents.
Sticks and stones : how resistance to negative information helps strong brands thrive
Wiese, Melanie; Maree, Tania; Taylor, Charles R. (Springer, 2026-01)
Once consumers become highly loyal to a brand, research has shown that they are less receptive to negative information conveyed online or via other media. This important concept, resistance to negative information (RNI), has been under-researched despite being an essential contributor to brand health. This study explores the role of brand respect and attitudes in building consumer resistance to negative information across two studies. Social identity and appraisal theories illuminate the critical drivers of consumers’ RNI. A total of 364 and 312 responses (respectively) were received from online questionnaires distributed to shoppers in two retail contexts: quality and value brands, one local and the other global. Structural equation modelling results for both brands underscore the importance of building brand respect to develop resistance to negative information, suggesting that stimulating brand respect should be a priority for brand managers. Three ways to strengthen RNI were identified: directly via brand respect and attitudes and indirectly via the moderating role of self-brand connection. Further, resistance to negative information is a mediator between brand respect and purchase intention for the quality brand and between brand attitude and purchase intention for the value brand.
The role of brand spokes-characters’ gender in an emerging context–a worthy consideration for brand anthropomorphism?
Verbeek, Jade; Van der Westhuizen, Liezl-Marie; Wiese, Melanie (Taylor and Francis, 2025-08-28)
According to the cognitive consistency theory, non-human brand stimuli with gender cues can trigger perceptions of their human-likeness and associated gender stereotypes. Gender’s role in (de)humanization of human beings has been well studied, whereas its role in brand anthropomorphism remains underexplored, despite its impact on consumer behavior. Therefore, the influence of the acknowledged gender of brand spokes-characters on their anthropomorphism within the NPO sector of South Africa was the primary objective of this study. Additionally, the secondary objective was its influence on their perceived masculine and feminine brand personality and credibility. Data from an online panel of 600 respondents, analyzed using ANOVAs, showed that the characters’ acknowledged gender did not influence their anthropomorphism, yet it influenced perceptions of their gendered brand personalities and credibility. These findings highlight the importance of non-human brand stimuli’s gender perceptions and the match-up hypothesis in this regard, offering several implications for marketing scholars and practitioners.
Celebratio and Karoo Pak : growth strategies for pomegranates
Petzer, Daniël Johannes; Lew, Charlene (Emerald, 2025-12-10)
LEARNING OUTCOMES : The case provides the opportunity for students to consider key strategic choices related to growing a business over time, as well as to apply tools that were narrowly related in determining the future direction, competitive advantage and dynamic capabilities of a business. Once the case study has been discussed and analyzed, students should be able to: Actions you could take: • uncover the grand strategies available to grow a business; • use the VRIO framework to reveal the firm-specific resources a business possesses to gain a sustainable competitive advantage in the market; and • understand how strategic agility can lead to the development of dynamic capabilities that allow a business to prosper in the long run. CASE OVERVIEW/SYNOPSIS : This case study explores the journey of Gerhard Meyer in establishing and growing a successful pomegranate farm (Celebratio) and a packing and distribution facility (Karoo Pak) in the Klein Karoo semi-desert region of South Africa. The case highlights the challenges of establishing the business within the region and the innovative approaches adopted. The farming context offered insights to business students on how to evaluate strategic growth opportunities and to develop strategic agility when facing a series of setbacks. The case demonstrates Meyer’s efforts to create a flourishing ecosystem through stakeholder collaborations, a unique value proposition and value-adding products. Considering the opportunities facing the company, students need to establish whether the company should grow locally or globally and how firm-specific resources and dynamic capabilities can enable its strategic agility. COMPLEXITY ACADEMIC LEVEL : This study is suitable for Master of Business Administration level and for middle to senior management development programs or short courses in executive education focusing on business strategy and strategic management. SUPPLEMENTARY MATERIAL : Teaching notes are available for educators only.
The interrelationship between economic satisfaction, trust, commitment, and non-economic satisfaction in franchisee-franchisor relationships
Constantaras, Margaret Theresé; Mostert, P.G. (Pierre); Svensson, Göran (Inderscience, 2025-11)
This study aimed to uncover the interrelationship between economic satisfaction, trust, commitment, and non-economic satisfaction by also considering the mediating role of trust and commitment between the satisfaction constructs in franchisee-franchisor relationships. A total of 415 South African franchisees completed a self-completion online questionnaire. The research and two rival models showed that economic satisfaction has an unequivocal influence on non-economic satisfaction and that trust and commitment mediate this effect. The findings contribute to our understanding of the interrelationships between the study constructs, specifically in franchise relationships, and offer insights to franchisors about how stronger relationships with franchisees beyond their contractual obligations could be fostered. The study contributes by validating, for the first time in a franchise context, the interrelationship linking economic satisfaction, non-economic satisfaction, trust, and commitment previously conducted in business studies and furthermore confirms the mediating role of trust and commitment on the relationship between economic and non-economic satisfaction.
Protected area-based tourism as a catalyst for achieving sustainable development goals
Bello, Felix Gasten; Lambulira, Mathews; Manuel, Isobel (Africa Journals, 2025)
In many countries, achieving sustainable tourism development is crucial to meeting the Sustainable Development Goals (SDGs), as tourism activities have both direct and indirect impacts on sustainable development. This study examines the role of protected area-based tourism in achieving the Sustainable Development Goals (SDGs) in southern Africa, with a focus on Lake Malawi National Park in Malawi and Etosha National Park, along with its adjacent conservancies (King Nehale and Ehi-Rovipuka) in Namibia. Using a qualitative exploratory design within an interpretive paradigm, data were collected through in-depth interviews with diverse stakeholder groups and observation. The findings reveal that protected area-based tourism supports SDG 1 (No Poverty) and SDG 8 (Decent Work and Economic Growth) by generating employment and entrepreneurship opportunities, and SDG 10 (Reduced Inequalities) by removing all socio-economic barriers. It also advances SDG 14 (Life Below Water) and SDG 15 (Life on Land), and SDG 13 (Climate Action) through biodiversity conservation and sustainable tourism practices. Progress is also evident in SDG 4 (Quality Education) through skills training and environmental awareness, and SDG 5 (Gender Equality), and SDG 11 (Sustainable Cities and Communities) through greater residents’ participation in tourism, fostering local capacity and skills in tourism and conservation. In both countries, community participation emerged as central to equitable benefit-sharing and conservation success. The study highlights the need for stronger community engagement, inclusive employment strategies, sustained investment in training and education, effective conflict resolution mechanisms, and continued government and policy support. Protected area-based tourism in these regions demonstrates significant potential in promoting integrated environmental, social, and economic sustainability. With the right enabling conditions, it can serve as a strategic tool for advancing the SDGs and enhancing long-term resilience in communities and ecosystems.

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