Developing an interest in tourism among black people in South Africa focussing on the lowveld region.
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Date
2009
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Abstract
The long term aim of this research is to develop an interest in tourism Among Black
People in South Africa Focussing on the Lowveld Region. The research examined
whether; there are adequate Awareness and Marketing campaigns aimed at encouraging
Black People to visit Lowveld Tourist attractions such as Kruger National Park and
whether Black People have any interest in Nature-Based Tourist Attractions in the
Lowveld. Though many South Africans consider the Lowveld Area an ideal holiday
destination, the fact that few Black citizens visit the area was looked into as in a country
where Black People are in the majority, there should be more Black tourists who visit to
the Lowveld Region on an annual basis.
The study discovered that the majority of the respondents are aware of the existence of
the Tourism authorities in the Lowveld region (the Mpumalanga Tourism and Parks
Agency), and they feel that this entity can play an active and visible role to get more
Black South Africans interested to visit the Lowveld Tourist attractions on a regular
basis. The study has further discovered that the majority of the respondents are interested
in the Lowveld Region as their preferred holiday destination because it is home to tho
world-renowned Kruger National Park. They also prefer to stay in a resort that provides
additional attractions such as traditional dancing, sporting and recreational activities as
part of their guest offering.
This research recommends that the Tourism authorities need to promote more holiday
group type bookings and to assist the public to access holiday booking facilities more
easily. The study further recommends that Government needs to use tourism as a poverty
reduction strategy, particularly the idea of community involvement ill tourism.
Community-based tourism development has been determined to be of strategic
importance for the continued growth and sustainability of the tourism industry in the
Lowveld Region.
Description
Thesis (M.B.A.)-University of KwaZulu-Natal, Westville, 2009.
Keywords
Tourism--South Africa., Theses--Business administration.