In recent years storytelling has gained increasing attention as a global marketing trend and development tool in the tourism industry. Studies have shown that a “real” or “fictive” story associated with a destination or its peoples has the distinct ability to give the specific area an advantage over its competitors, while still simultaneously providing the tourist with a more valuable and “unique” experience. This essentially means marketing domestic and international tourist destinations as “story-scapes” through the interaction between all stakeholders, including story tellers, tourist guides and tourists. This capitalises on the tourist’s adherent need for a more authentic story behind the tourism product, along with the tourist’s interest of how this “unique” story was acquired, created and then ultimately conveyed in an understandable and meaningful way. This project explored the viability and practicality of considering and incorporating the “Indigenous Story Teller” (IST) into the wider tourist guiding sector of South Africa. It recommends the creation of a new tourist guiding classification to add to the established three levels of tourist guiding already regulated and monitored within the country. It suggests the possible addition of an unit standard which will enable the culture guide to facilitate and provide a platform for the inclusion of the IST in the tourism sector. Culture guides will therefore be elevated to a position where they are enabled to facilitate the inclusion of the IST in the tourism offering and mediate between the IST and the tourist group as an intercultural communicator. They will also need to play the role of a conservator in ensuring that the IST and his/her landscape is preserved, respected and not damaged. In the case study of the Northern Cape the report illustrates that the concept IST refers to a diverse collection of local voices that contribute to the authenticity and integrity of a particular tourist attraction. This model can also be applied generically throughout South Africa with the range of indigenous and marginalised voices that abound. In essence, in this role, the cultural tourist guide becomes a co-creator of the IST experience. Show less

In recent years storytelling has gained increasing attention as a global marketing trend and development tool in the tourism industry. Studies have shown that a “real” or “fictive” story associated with a destination or its peoples has the distinct ability to give the specific area an advantage over its competitors, Show more

Global tourism has grown steadily over the last 60 years and is predicted by the World Travel and Tourism Council (WTTC) to reach 1.8 billion international arrivals by 2030. As an economic sector it has outperformed the global economy for the seventh year running, growing by 4.6% against 3%. This has not been the case in South Africa despite the fact that South Africa currently gains the lion’s share of international arrivals to the African continent. According to StatsSA, the contribution of tourism to the economy has declined from 3.3% in 2006 to 2.8% in 2017. Despite this tourism is increasingly being perceived as an important economic driver that can help turn South Africa’s fortunes around. Globally tourism is influenced by shifts and megatrends, and South Africa, as part of this global industry, is also affected by these megatrends. This raises the question of whether South Africa can harness the opportunities presented by these megatrends to stimulate the growth of the tourism sector to contribute more to economic growth in South Africa. The aim of this study was to identify the megatrends that affect tourism globally, to assess the impact of these trends on the South African tourism industry and to develop a number of scenarios that depict the possible direction of tourism in South Africa. The future scenarios provide the alternative directions in which tourism can develop towards 2030 within the context of both certainties and uncertainties in the South African tourism sector. Five major trends were identified using a qualitative approach comprising the analysis of secondary sources and in-depth interviews with tourism industry leaders and policy makers: Economic; Political; Social; Technological and Environmental. Four future scenarios were developed through a consultative workshop. Each scenario depicts the level of competiveness and industry integration that could potentially be achieved under different sets of circumstances with the best-case scenario showing an industry that is highly competitive and fully integrated. Show less

Global tourism has grown steadily over the last 60 years and is predicted by the World Travel and Tourism Council (WTTC) to reach 1.8 billion international arrivals by 2030. As an economic sector it has outperformed the global economy for the seventh year running, growing by 4.6% against 3%. This has not been the case in South Show more

The planning, development and management of tourism is a cornerstone for the socio-cultural, economic and natural growth of the tourism industry. In this regard, tourism has come to be known as a major economic force in many countries and regions throughout the world, seeking to increase jobs and thus alleviate unemployment and poverty. It is generally accepted that the growth of tourism depends largely on effective planning, developing and management of resources (facilities and activities), particularly in developing countries so as to escape poverty and inequalities (Wahab, 2000). The major research question in this study is whether there is an adequate legislative framework that effectively addresses issues of planning and development of tourism resources, facilities and activities. What makes some municipalities perform better than others in tourism resource management and development? Are there sufficient planning guidelines that facilitate integrated tourism development approaches? Lastly, what is the role and level of involvement of tourism practitioners and stakeholders in the planning, development and management of tourism resources, facilities and activities. Some other research questions that need to be attended to are as follows: What are the major relationships between national and local policies on tourism resource planning and management?. What levels of tourism planning and management capacity in municipalities need to be identified and improved? What are the existing practitioners and stakeholders‟ perceptions of tourism management and development in the provinces of South Africa? The study is limited to two provinces in South Africa, namely KwaZulu-Natal and the Eastern Cape, also covering various district and local municipalities within these regions. Both qualitative and quantitative methodologies are used. The total sample size for municipalities in both provinces is 384 respondents. The details of the methodology are discussed later, laying emphasis on the target Show less

The planning, development and management of tourism is a cornerstone for the socio-cultural, economic and natural growth of the tourism industry. In this regard, tourism has come to be known as a major economic force in many countries and regions throughout the world, seeking to increase jobs and thus alleviate unemployment and Show more

The report highlights literature and other extant credible sources to identify and profile rural tourism products (RTPs) in South Africa in the context of sustainability to support the National Department of Tourism’s (NDT) 2012 strategy, outcome seven, on sustainable rural communities, with a strong emphasis on supporting rural tourism. Building from the assumption that sustainable RTPs lead to sustainable rural communities, an RTP sustainability framework is therefore at the core of the report. The report is not prescriptive in terms of the sustainable indicators that should be adopted, but rather, given the complexity and diversity of issues surrounding rural tourism, it provides a framework that acts as a base for RTPs to assess their sustainability. The report first provides a conceptual overview of rural tourism and its products, activities and/or services and the methodological framework used to arrive at key findings. Rural tourism may not necessarily be confined in a non-urban milieu. A ‘country experience’ which encompasses a wide range of attractions and activities that take place in a cultural, agricultural or natural resource setting, may take place in an urban area, or in its outskirts thereof. This finding demonstrates the possibility of rural tourism transcending the rural-urban divide. However, for the purposes of this study, the rural-urban locational divide is important because the NDT’s strategy specifically aims to develop rural communities – defined as non-urban, former homeland and/or sparsely populated areas – via tourism. It is not appropriate to be prescriptive regarding the specific indicators that should be adopted because RTPs are highly heterogeneous and the context they operate in differs. However, the report provides the key principles, criteria and indicators to consider if an RTP’s sustainability is to be assessed by the owners, to an extent that is institutionally feasible. In developing the framework, the indicators were aligned with policy documents of South Africa to improve the relevance and adequacy of the indicators. A few RTP cases were selected and empirically applied to test the developed sustainability framework. While the framework can typically be applied, the challenges underlying the development of a coherent, harmonised and comparable set of RTP indicators in all categorisations is acknowledged. Show less

The report highlights literature and other extant credible sources to identify and profile rural tourism products (RTPs) in South Africa in the context of sustainability to support the National Department of Tourism’s (NDT) 2012 strategy, outcome seven, on sustainable rural communities, with a strong emphasis on supporting Show more

The overall aim of the study was to develop a market analysis framework that can be used by different tourism stakeholders to inform product development, infrastructure development and investment facilitation, with particular reference to the local level. Market analysis is critical in attracting tourism investment as investors are likely to put their money where both demand and supply analysis has been conducted in order to get return on their investment. The market analysis framework consists of a sequential iterative process with seven (7) steps. Each step represents the main components and sub-components for determining the market feasibility of a tourism project. A Workbook was developed to provide guidelines for a funding applicant to effectively structure the information and data on the market analysis in a funding application as well as to provide the funding body with an effective tool for evaluation of the funding application in terms of the market analysis. Information and data was gathered using ‘diagnostic’ tools, the purpose of which is to collect as much relevant data as possible. Information relevant to the project was written up in the Workbook. The diagnostic tools were designed to ‘flag’ potential challenges which could either lead to project dismissal or adjustments/interventions to overcome challenges that have been identified. Data was gathered via secondary and primary sources. Information gathered must be interpreted and condensed into the required format for a project proposal. Show less

The overall aim of the study was to develop a market analysis framework that can be used by different tourism stakeholders to inform product development, infrastructure development and investment facilitation, with particular reference to the local level. Market analysis is critical in attracting tourism investment as investors Show more

Coastal and Marine Tourism (CMT), as part of the oceans economy, offers significant development opportunities that can contribute to job creation and sustainability. However, a desktop study funded by the National Department of Tourism (NDT) revealed that there are limited national and international best practices to assess the economic impacts of CMT. It was evident from the desktop study that there were no specific accepted methodological approaches to assess the economic impacts of CMT within a country context. The extension of this component of the research entails piloting a framework (including the identification of key economic indicators, development of data collection tools and identification of appropriate economic models) to inform the development of a framework to assess CMT’s contribution to South Africa’s tourism sector. This presentation provides an overview of the piloting processes undertaken and reflects on the challenges and opportunities to assess the economic impacts of CMT. The methodological approach adopted was the implementation of stakeholder survey-based data collection tools. The key stakeholders identified were coastal and marine tourists/ users/ customers and CMT business (including the accommodation sector, CMT business owners, retail outlets and tour operators). The challenges in terms of data collection included ensuring a geographical and representative spread across all four coastal provinces, willingness to participate, quality of data collected (especially in relation to self-completion surveys) and the length of the surveys. Access to stakeholder contact details also emerged as a challenge. Finally, key recommendations in terms of developing the framework will be shared based on the piloting undertaken. For example, the piloting also revealed the need to revise some of the questions and rethink the number and types of stakeholders from whom primary data needs to be sourced. The importance of developing a standardised framework to measure, monitor and manage the economic impacts of CMT in South Africa remains. This research will inform the development of a framework for CMT. Show less

Coastal and Marine Tourism (CMT), as part of the oceans economy, offers significant development opportunities that can contribute to job creation and sustainability. However, a desktop study funded by the National Department of Tourism (NDT) revealed that there are limited national and international best practices to assess the Show more

Tourist guides are at the epi-centre of the tourism industry, they are integral and indispensable, but are dependent on a multi-layered number of entities that have both direct and indirect impacts on their role and place. Given the vastness and multivariate nature of the tourist guiding sector this research needed to prioritise and thus focused on the legislative and regulatory dimension, the training and accreditation authorities as well as issues of associations and professionalisation. The South African tourist guiding sector boasts an advanced regulated tourism sub-sector which pre-dates and surpasses many in the global North and South. The government is aware of the potential of tourism and it ranks it as a priority sector within the economy. However, the current legislation, training, professionalisation and the position of Department of Tourism is hampered by other extraneous regulations, structures and processes which at some levels amount to “over” regulation and “under” performance. This research appraises these aspects making recommendations as to how the Department needs to be repositioned at the helm of the tourism industry while training and accreditation as well as the professionalisation and associations, related to the tourist guide, need to be streamlined and again centred within its jurisdiction. Show less

Tourist guides are at the epi-centre of the tourism industry, they are integral and indispensable, but are dependent on a multi-layered number of entities that have both direct and indirect impacts on their role and place. Given the vastness and multivariate nature of the tourist guiding sector this research needed to Show more

Broad-Based Black Economic Empowerment (B-BBEE) policy in South Africa aims to accelerate the inclusion of black people into the economy through company ownership, human resources, and enterprise and community development. Statistics South Africa (Stats SA, 2012) indicate that 91 per cent of South Africa’s 52 million people is comprised of black people. Persons of black African origin comprise 79 per cent of the population, 9 per cent are Coloured, and 2.5 per cent are of Asian origin. Yet economic wealth is held by a white population representing 9 per cent of the population. Therefore, government insists that the pace of transformation, and implementation of B-BBEE policy in the private sector, including the tourism sector, is slow and needs addressing. The tourism sector, one of the largest and fastest growing industries in the world, was identified as a priority sector for economic development and implementation of B-BBEE policy in South Africa. In line with global conventions, the Amended Tourism B-BBEE code (2013) groups’ components of the tourism value chain into three main sub-sectors. These sub-sectors are firstly Accommodation, then Hospitality and Related Services; and thirdly, Travel and Related Services. Show less

Broad-Based Black Economic Empowerment (B-BBEE) policy in South Africa aims to accelerate the inclusion of black people into the economy through company ownership, human resources, and enterprise and community development. Statistics South Africa (Stats SA, 2012) indicate that 91 per cent of South Africa’s 52 million people Show more

. The oceans economy offers significant development opportunities for sectors such as sustainable fisheries and aquaculture, renewable marine energy, marine bio-prospecting, maritime transport and marine and coastal tourism as indicated by United Nations Conference on Trade and Development UNCTAD. Marine and coastal tourism has great potential to unlock sustainable socio-economic development, generate multifarious benefits for local communities and the nation, and simultaneously contribute to protecting and conserving biodiversity of marine and coastal environments in South Africa and developing countries more generally. The theoretical framework for this study is based on the New Public Governance theory, which is premised on the acknowledgement that apart from the government, various public and private institutions can be centres of power on different levels, as long as their authority of power is recognized by the public. To explore such multiple centres of power, Stakeholder theory is used. Lastly, the study is theoretically and conceptually informed by the use of Common property resource theory. The information derived from the literature and policy review as well as primary data collection will be analysed thematically according to key themes, notably the opportunities and challenges of governance and coordination of coastal and marine tourism; the level of accessibility, transparency and effectiveness in coastal and marine tourism; how marine and coastal tourism could be sustainably governed and coordinated at national, provincial and local levels; level of engagement of key public and private stakeholder bodies whose policies and actions impact on coastal and marine tourism development; implementation of national policies and governance processes at the local level; and the effectiveness of local governance capacity and community engagement structures. The methodology for this research firstly involves conducting a desk-top study to examine relevant literature as well as to identify international best practices and national and sector specific (cruise tourism, beach tourism and events, adventure tourism, accommodation and facilities, etc.) trends in the South African context. This is followed by a critical policy review and primary data collection based on a case study approach. Personal and telephonic semi-structured interviews will be undertaken with purposively sampled key informants, who hold positions in the community, government and tourism business. In addition, a structured questionnaire survey will be used to gain responses from randomly sampled tourism businesses (focusing on direct users of marine and coastal tourism). The research was screened by the UKZN Research Ethics Committee in terms of the university research ethics code. All relevant ethical measures were put in place for the purpose of the research and protecting the participants. The findings of the study identify certain key blockages and challenges in the current policy implementation processes and governance structures. They include issues of coordination, communication, and consultation. Although there is tourism legislation that reflects local roles and responsibilities of stakeholders, the current legislation needs to be enhanced to ensure that certain regulations do not hold back costal and marine tourism development. Show less

. The oceans economy offers significant development opportunities for sectors such as sustainable fisheries and aquaculture, renewable marine energy, marine bio-prospecting, maritime transport and marine and coastal tourism as indicated by United Nations Conference on Trade and Development UNCTAD. Marine and coastal tourism Show more

Mapungubwe serves both as National Park and World Heritage Site (inscribed in ethnic3) due to its extraordinary contribution to the country and the world’s historical and natural heritage. Activities include bird watching, game viewing (the big five), tree top walks overlooking the Limpopo River, guided heritage walks to Mapungubwe (Jackal) Hill, rock art walks, night drives, and the Vhembe Wilderness trails. From a positive perspective, amongst others, it was observed that staff members are mostly helpful and professional with some exceptions, walkways are universally accessible, picnic areas have sufficient facilities and there is adequate signage. Show less

Mapungubwe serves both as National Park and World Heritage Site (inscribed in ethnic3) due to its extraordinary contribution to the country and the world’s historical and natural heritage. Activities include bird watching, game viewing (the big five), tree top walks overlooking the Limpopo River, guided heritage walks to Show more