Food Tourism as a Strategy for Local Economic Development in Durban

Globalization has accelerated competition and exposed regions, localities, and firms and forced them to adapt to changing economic circumstances and conditions. More recently, researchers have become more interested in food as an essential element of Local Economic Development (LED). Even though LED has previously been focused on increasing production in industries such as mining, agriculture, manufacturing, etc., food tourism has been identified as a niche economic driver. A sample of 149 respondents made up of 82 women and 67 men were randomly selected for the study. Frequency analyses were used to present the sample and dimensions in focus. Significant differences were tested using independent sample t-tests and ANOVA. The results show that eating food is not just what we enjoy but it is a medium of cultural exchange and experience. The use of food tourism LED is based on its role in driving the destinations' competitiveness. For domestic and international tourists, the presence and availability of food fulfill a cultural and emotional gap. Food builds stronger bonds between people and countries and offers an important setting to enhance investment and trade ties. Food has a multiplier effect, which adds value to the local economy by rejuvenating the economic fortunes of the local economy. Food as a tool for economic development presents a fascinating idea about identity, everyday life, and pleasure since it bears a symbolic meaning which determines the destination’s attributes and the overall distinct attractiveness. Therefore, certain spaces and assets for tourism development are required as preconditions for successful tourism-LED development. The paper concludes that food tourism has accelerated the growth of investment in events, conferences, and meetings in Durban. However, more scholarly and rigorous research is needed to untangle questions about local economic development and the consumption of local food

Branding as a strategic tool to reposition a destination : a survey of key tourism stakeholders in Zimbabwe

The main purpose of this study was to develop a destination branding and positioning framework, with particular reference to the Zimbabwean experience. The theoretical underpinnings and concepts used in this study were destination marketing, destination branding and positioning, image and destination competitiveness. To provide a strategic context to the study, branding as a key element of destination marketing was clarified; the strategic role of branding /re-branding in the positioning/repositioning of a destination was outlined; international trends and best practices in branding and positioning were evaluated; and the destination marketing situation in Zimbabwe, with particular emphasis on the status of branding and positioning, was determined. To determine key stakeholder attitudes, experiences and expectations regarding the branding and positioning of Zimbabwe as a tourism destination, a stakeholder survey was carried out during 2006 and 2007. Stakeholder groups included in the survey were key industry representative bodies, national tourism authorities, publicity associations, tour operators and airlines flying into Zimbabwe. The study concludes that the concept of branding has varied interpretations in destination marketing. While branding can be used as a strategic tool to reposition a destination, the study notes that there are a number of non-tourism factors which can erode brand equity rendering a destination brand obsolete. It observes that unless and until these non-tourism factors are addressed the destination brand may not perform optimally. Any destination that needs to re-brand has to deal with the image issues before any meaningful re-branding activities can take place. The consistent use of well focused promotional and public diplomacy strategies as well as proactive crisis management should be used to pull the destination from its negative equity. A key outcome of the study is a strategic framework for branding and positioning a destination in crisis. It sets out guidelines for the stakeholders on how to implement the branding process. In addition, the framework adds value to destination marketing since it can be applied as a frame of reference in understanding the complexities of destination branding. While the framework has been developed in a Zimbabwean context, it can be applied to other destinations which have a need to brand or re-brand. An integrated marketing and communication strategy is recommended since branding alone may not yield positive results under a crisis situation. At the same time the destination needs to address political and economic issues, design strategies that can bring together all the stakeholders, while encouraging alliances and joint ventures among tourism operators. The study contributes to the existing body of knowledge regarding destination marketing, particularly destination branding.Thesis (PhD)--University of Pretoria, 2009.Tourism Managementunrestricte

Authenticity, emotion and experience: tourists’ motivation for visiting re-enactment sites in KwaZulu-Natal

Tourism continues to be a driver of economic growth and contributes to direct and indirect employment. The diversity of visitor experiences has allowed more South Africans and visitors to explore individual stories, communities, authentic places and ideas that shape the social and physical environment. Considering that tourists are becoming major role players in sustainable tourism, this study sought to determine the push and pull factors for tourists visiting cultural and heritage sites in KwaZulu Natal. The push and pull factors were then analysed and triangulated with other attributes of the subcategories. The results are that the sustainability of cultural and heritage places have improved due to public participation and tourism awareness. The push factors identified include the desire for escape, relaxation, and exploration of cultural heritage sites. Tranquillity, authentic natural environment, rurality and emotion were found to be the main pull factors. The study concludes that KwaZulu Natal is becoming a favourable cultural tourism destination with participants expressing satisfaction with the essential amenities

Zimbabwe tourism destination brand positioning and identity through media: A tourist's perspective

Purpose: The study was based on understanding how media can be used to select Zimbabwe tourism destination brands against other brands by the tourists. Further, it examined the role of media in improving Zimbabwe tourism brand identity. Factors to use in positioning the Zimbabwe tourism brand were also established. Research Methodology: A quantitative to the qualitative sequential mixed method was used to get research data. The respondents and participants to the study were tourism operators, media organizations and tourists (n=452).  Results: The study's findings informed that tourism and media organizations in Zimbabwe are failing to understand the best ways to use media to attract tourists. There was a significant disagreement in the views of tourists and organizations, especially based on choosing a tourism destination brand using media. Even on improving Zimbabwe tourism destination brand identity and positioning, both parties agreed that media could help improve brand identity.  Limitations: Getting opinions and views of tourists is difficult considering the divergence in their perceptions. A mixed-methods could help in improving objectivity. Contribution: The study, therefore, recommended an intensive tourism media audit, considering media as a strategic brand identity tool and a nationwide survey to come up with brand positioning elements specifically for Zimbabwe tourism destinations

Fostering the stewardship of natural resources through EE: Assessing the strategies for minimizing beach pollution on the Durban beachfront.

The Durban beachfront is a poplar tourism destination for travelers visiting KwaZulu Natal. In recent years, there has been a notable increase in the number of tourists vising the beachfront for several reasons - ranging from leisure, recreational (surfing and bathing), enjoying the sea breeze and sunshine and lately, the beachfront has become a popular landscape for fitness fanatics. The city has recently been promoted as a “sporting mecca”, which has tremendously enhanced its economy and image. To be able to address severe unemployment levels, revive the depressed hospitality industry and boost the local economy, Durban has been endorsed as a world class convention destination “dubbed a melting pot of culture”. The objective of this article is to examine the linkages between tourism and coastal management. The article discusses the Environmental Education (EE) strategies employed by the City in minimizing littering on the Durban beachfront. Furthermore, the article assesses the impact of Durban Solid Waste (DSW), waste minimization projects, special clean up events, education institutions program, and other initiatives on the management of waste, and the impact of recycling initiatives along KZN coastline. Focus group discussions, in-depth interviews and researcher administered questionnaires formed the core data collection approaches. The results demonstrate that littering can influence the quality of drinking water and leave harmful substances in seafood. The evidence shows that when buying houses, people gravitate towards well-kept neighborhoods, where there is open air dumping of litter, property prices will tend to fall, and ultimately the tourism industry will be depressed, resulting in a downward spiral of economic fortunes. The article highlights the potential risks of litter along the beachfront, identifies the sources of litter, where it goes and how to overcome the acts of littering in ecological sensitive areas which may have huge negative economic consequences. The article concludes that public and private entities should collaborate to strengthen the coastline and make it resilient to human, natural and climate-related risks. The authors recommend the adoption of positive cultural influences that will inhibit littering and promote preventive actions

The Future of Sustainable Tourism Education in the Digital Transformation Age Beyond COVID-19 in Namibia

Tourism educational institutions have been pushed towards implementing virtual learning due to the changing educational landscape and the teaching environment after COVID-19. This paper seeks to discuss the future of tourism education in the digital transformation age in Namibia post-COVID-19. A qualitative approach was used to collect data using a key informant technique. Interviews were conducted till a saturation level was reached at 20 and the data was then analysed and categorized using themes. The results show that sustainable tourism education should focus on increasing the natural environment, and ecological and cultural sustainability. The development of virtual reality (VR) and augmented reality (AR) technology should enable students to engage in realistic simulations of sustainable tourism practices and learn about their effects on local communities and ecosystems. Online forums and international collaborations have fostered cooperation and knowledge-sharing, allowing Namibian educators and students to absorb global best practices and add their perspectives to the conversation around sustainable tourism. However, the future of tourism education in the digital transformational age requires stable internet connectivity, increased government support and the ability of academics to deal with new students’ demands. The utilisation of digital technology to develop a more inclusive, immersive, data-driven, and globally linked learning experience is crucial for the future of sustainable tourism education in Namibia. The article concludes that sustainable tourism education will require academics to acquire new knowledge and expertise to cope with the new developments in the use of artificial intelligence and expand their area of scholarship

Re-branding of Zimbabwe to enhance sustainable tourism development : panacea or villain

The main purpose of this study was to explore the concept of “re-branding a destination” as a key element to enhance sustainable tourism development. The study sought to measure the destination’s attributes that determine sustainable tourism development vis-a-vis the perceived tourists’ image. The study concludes that the concept of re-branding a destination is vital in destination marketing. Cognizant of the strategic role of destination re-branding, the study notes that there are a number of non-tourism factors which are still prevailing, such as political, social and environmental issues, which can significantly impact negatively on brand equity and the overall destination’s competitiveness. Furthermore, the study observes that the concept of re-branding a destination may become more of rhetoric than practice if authorities fail to embrace the holistic nature of destination branding. Whilst there has been stability on the economic front, there are contradictory political undertones which have a strong bearing on sustainable tourism development. As such, the bad image generated by such negative publicity has the potential to derail the re-branding process thereby rendering it ineffective. The study concludes that for sustainable tourism development to be realized, the destination needs to deal with some of the political hot spots of the Global Political Agreement (GPA) which have the potential to tarnish the image of a destination. The study recommends an integrated sustainable tourism development agenda, since re-branding alone may be unsustainable. It also needs to be nurtured and supported by all stakeholders. The study recommends urgent address of political, social and environmental issues. Finally, the study recommends a structured tourism growth strategy and a conducive environment for sustainable tourism development.http://www.academicjournals.org/AJBMam201

Understanding India - South Africa tourism: The Impact of Food Tourism on the Socio-Cultural and Economic Fabrics in Durban.

India-Africa relations is distinct and owes its origins to a common past that the countries share. In this paper the researchers attempt to trace India’s engagement in South Africa and its socio-cultural and economic impact in the coastal city of Durban. In order to gain an insight on the socio-economic activities and the cultural dynamics, a qualitative research design was used. Twenty key informant interviews were conducted. The results show that eating food is not just what we enjoy but it is additionally a medium of cultural exchange and experience. For Africans from other African countries based in Durban, the presence and availability of Indian food, fulfils a cultural and emotional gap by creating a space to their ‘remembered places’. The paper concludes that Indo-Africa engagement has accelerated growth on investment and culinary tourism. The paper recommends the development of culinary itineraries and the expansion of socio-economic and cultural programmes in South Africa

Incorporating Cultural Heritage into the Local Tourism Development Strategy in Kwa Ndebele: A Systematic Review

The study employed a purposive sampling technique to identify multiple sources to systematically search, critically appraise and synthesise the matter of incorporating cultural heritage into the local tourism development strategy in Kwa-Ndebele. A total of 39 sources were consulted to achieve the objectives of the study. The results show that cultural heritage tourism can draw a large number of tourists due to its primary significance to the community. It manifests itself through lived realities, places, and objects that give true meaning, the purpose of existence, and a sense of belonging to the Ndebele culture. The sustainability of cultures can be used for positioning the destination for its food, cultural heritage landscape, artwork and history. However, tourism development has lagged because of conflicts of interest confronting different stakeholders within the local area. There is an element of fear among the local communities that cultural integration may destroy the authenticity of local cultures and natural landscapes. Even though tourism may lead to social problems, integrating cultural heritage into local tourism development is complicated. However, no evidence shows that incorporating culture into regional economic growth can have adverse effects. The paper concludes that a concerted effort must be made to minimise the negative consequences of cultural integration while unlocking local economic development opportunities for the growth of tourism and social good. The paper contributes to the body of knowledge on incorporating cultural heritage into tourism development strategy to respond to the socio-economic needs of local communities

From fantasy to reality: identifying the destination brand constructs that influence the brand performance in Zimbabwe.

The study was conducted with an aim to establish the main sources of identity for Zimbabwe tourism destination brand. Two perspectives were used for the analysis looking at real attributes of tourism and perceptions as the likely sources for improved Zimbabwe tourism destination brand identity. The study applied a QUAL to QUANT sequential mixed method through first establishing themes using a qualitative research and then use the themes to construct a survey questionnaire which was used for a quantitative research. Therefore, both in-depth interviews and questionnaires were used to gather data for this study. The results from the in-depth interviews showed that perceived brand identity can be achieved from discussions with friends and relatives, pictures in magazines, international music, local music, newspapers, church discussions, social media discussions and public discussions. For projected brand identity the respondents informed the common sources as being the national media, local tourism magazines, regional tourism magazines, national tourism websites, carnivals, exhibitions and expos. These responses were further investigated using a research survey in order to assess their relationship to the already established brand equity variables which are: brand image, brand awareness, perceived brand quality, brand loyalty and brand association. The survey revealed that projected identity mechanisms help in improving brand awareness and perceived brand quality. Brand awareness is improved using national media, national tourism websites, carnivals, exhibitions and expos, and yet, perceived brand quality can be achieved through local tourism magazines and regional tourism magazines. From a perceived brand identity perspective, the study informed that it affects all the brand equity variables such that brand awareness is enhanced by local music and church discussions, perceived brand quality by pictures in magazines, brand image by international media and newspapers, brand loyalty by public discussions and brand association through social media discussions and discussions with friends and relatives. The study therefore recommended a fusion of perceived and real attributes in order to improve Zimbabwe tourism destination brand identity. It also recommended that a further study should be done towards establishing core strategic brand identity prism for tourism destinations