ORIBI GORGE AS A TOURIST ATTRACTION: ASSESSMENT AND PROSPECTS
BY
MUSAWENKOSI CARLYLE GOBHOZI
A dissertation of limited scope submitted to the Faculty of Arts in partial fulfIlment ofthe requirements for the course-work degree ofMasters ofRecreation and Tourism in the Centre for Recreation and Tourism at the University ofZululand
KwaDlangezwa March 2007 APPROVAL
SUPERVISOR: ...... PROF. LM. MAGI Centre for Recreation and Tourism University ofZululand
CO-SUPERVISOR: ...... DR. N.D. MWANDLA Centre for Recreation and Tourism University ofZululand
EXTERNAL EXAMINER: PROF DJ. FAlRHURST Institute for Women & Gender Studies University ofPretoria
11 DECLARATION
I declare that this research study: Oribi Gorge as a Tourist Attraction: Assessment and Prospects, except were specifically indicated to the contrary in the text, is my own work both in conception and execution. All the theoretical information and related sources that have been used or quoted have been duly acknowledged by means ofcomplete references.
By
Musawenkosi Carlyle Gobhozi ACKNOWLEDGEMENTS
I would really love to extend my gratitude to the following people who have contributed to the completion ofthis project:
• Pro£ L.M. Magi, the MRT-PDRT Co-ordinator in the Centre for Recreation and Tourism, for organizing research related classes, presentations and proof-reading of this dissertation. Also, for allowing me to meet with him over the week-ends when he should have been with his family. • My co-supervisor, Dr. N.D. Mwandla who handled the theoretical framework in the dissertation. I would also like to extend my sincere gratitude to my co-supervisor for his never-ending patience, the humorous way in which he corrected my mistakes and his continuous inspiration and motivation that he gave me. Also for accommodating me in his home to proof-read my completed chapters and also ensuring that I always learn something new from him during these sessions.
• Mr. A.T. Mthembu in the Department of Geography for helping ill analysing the data fu'1d interpreting some of the responses, as well as conducting classes on Statistical Techniques as offered through the MRT programme.
•I owe a debt ofgratitude to l\-1rs Jenny Dickson, the hospitality mCLTlager at Oribi GOfl2:e- Nature Reserve. She has been with me from the beginning- - till the end of this research project. I thank her for helping me with t.he
collection ofdata and also for introducing me to other staffpersonnel who , 'rh ',' . h_eIpea me WIt _ more mwrmatlOn.
lY • My gratitude also goes to Mrs Susan Bruwer, the owner ofLeopard Rock Coffee shop. I thank her for the warm welcome with which she received me and the hospitality she showed when I was using the coffee shop as a centre to collect data from the tourists. • Appreciation also goes to the following staff members in Ugu Municipal District: Mr S. IDongwana, manager for LED and Tourism for answering my questions relating to my study; Mr Sam Chagi, GIS section, who was always ready to help me with any map I needed; and Miss Zama Mbhele, Tourism section; who was always willing to furnish me with whatever information I desperately needed. •I also extend my appreciation to the following members of Ezemvelo KZN Wildlife: Mr Gladman Buthelezi, Executive Director for Commercial Operations, for furnishing me with information regarding marketing destinations; Mr Alfred Gcabashe, Conservation manager at Mbumbazi Game Reserve, for allowing me to collect data from his subordinates; and all the officials who sacrificed their time in order to respond to my questions. • My sincere gratitude also goes to my family especially my wife for supporting me in all my endeavours. I would also like to thank my son Sbonelo who, in his strange way, never failed to pass a remark about my socks which needed to be pulled up. • Lastly, I place on record my gratitude to my sister Mrs Ruth Joyi, who never lost confidence 1.11 me and always urged me not to give up.
Bv Musawenkosi Carlv!e Gobhozi DEDICATION
This document is dedicated to my wife Pamela Gobhozi, who provided the necessary support and enthusiasm. My dedication also goes to my dearest sons Sbonelo, Manqoba, Xolani, Ntuthuko and my late daughter Sithembile.
VI ABSTRACT
The study on assessment and prospects ofOribi Gorge as a tourist attraction was conducted against the background that, in spite of the fact that South Africa is blessed with accessible wildlife, varied and impressive scenery, unspoiled wilderness areas; she has not yet been able to realise her full tourism potential. South Africa's failure to realise her potential is evident in that tourism contribution to employment, small business development, income and foreign exchange, is limited. The subsequent result of this limited contribution is that some tourist destinations attract more tourists while other destinations attract few tourists. Despite the existence of the democratic government elected in 1994, tourism development in South Africa still focuses on urban areas and areas along coast. It is also shocking to note that the tourism industry is still dominated by the white population sector. The involvement oflocal indigenous communities in tourism related activities in the study area is almost non existent. The study therefore, had specific objectives which are the following: (a) To fmd out whether the local community is aware of the activities and facilities in Oribi Gorge. (b) To fmd out whether the facilities m the study area are weIl equipped and whether they are adequately supplied. (c) To determine whether the level of utilisation and patronage of various resource facilities in the study area are oflow or high order. (d) To investigate the different marketing strategies that are employed bv the officials of Oribi GorQ.e and whether these strateQ.ies do . ~ - reach the local community. (e) To ascertain the views of the tourists with regard to the pIarming and future development ofthe study area.
,-"H A number of hypotheses directly related to the objectives of the study were postulated. The hypotheses were duly tested in an attempt to uncover the underlying causes ofthe identified discrepancies in the study area. The testing of the hypotheses was done through the analysis and interpretation of the data collected from the population sectors that are directly or indirectly affected by the study area
The findings from analyses and interpretation revealed the shortcomings regarding the equipment and the supply of facilities, and also that the levels of utilisation are low in the study area. The marketing strategies used for the destination were found to be targeting the elite groups of the society which subsequently resulted in the lack of awareness of tourism activities and non participation in activities among the local community members. The proposed development plans ofthe officials were also found to be in disarray as the plans did not take into consideration the needs ofthe tourists. The study is concluded by putting forward the recommendations aimed at improving the conditions in the study area.
VEl TABLE OF CONTENTS
CHAPTER PAGE Approval (ii) Declaration (iii) Acknowledgements (iv) Dedication (vi) Abstract (vii)
CHAPTERl ORIENTAnON TO THE STUDY 1 1.1 Introduction 1 1.2. Background to the problem 3 1.3 Statement ofthe research problem 3 lA Objectives ofthe study 4 1.5 Significance ofthe study 6 1.6 Delimitation ofthe study 7 1.7 The purpose ofthe study 8 1.8 Assumptions 9 1.9 Hypotheses 10 1.10 Definition ofconcepts II 1.10.1 Tourism 12 1.10.2 Tourist attraction 13 1.10.3 Tourist destination 14 1.10.4 Tourism development 15 1.10.5 Tourism industry 15 1.10.6 Ecotourism 16 1.1 0.7 Sustainabiiity 17 LlO.8 National parks 18 1.10.9 Recreation 18 LlO.I0 Potential 18 1.10.11 Policy 19 1.10.12 Marketing 19 1.11 The structure ofthe study 20 1.12 Conclusion 21
CHAPTER 2 THEORETICAL BACKGROUND 22 2.1 Introduction 22 2.2 Attractions as bases for recreation and tourism 23 2.3 The natural resource base ofattractions 27 2.3.1 Sustainability ofnatural resources 28 2.3.2 Types ofnature based tourism 30 2.4 The cultural resource base ofattractions 33 2.4.1 Expressions of culture 34 2.5 Tourism and community development 36 2.6 The importance ofattractions to a destination 39 2.7 Marketing destinations 40 2.7.1 Deciding on a target market 41 2.7.2 Destination positioning strategy 43 2.7.3 Destination marketing mix strategy 44 Product strate!!\' 2.7.4 ~. 45 2.7.5 Pricing strategy 46 2.7.6 Distribution strategy 47 2.7.7 Promotional strategy 47 2.8 Roles ofthe key players Ll1 the tourism industry 48
x 2.8.1 The government 49 2.8.2 The private sector 49 2.8.3 The local communities 50 2.8.4 The non-governmental organisations (NGOs) 51 2.9 Tourism impacts 52 2.9.1 Tourism impacts on natural resources 52 2.9.2 Socio-cuitural impacts 54 2.10 Tourism policy and legislation 56 2.10.1 Policy and the government structure 56 2.10.2 Levels ofpolicy 57 2.10.3 Tourism related legislation 58 2.lOAlmplementation oftourism policy and legislation 60 2.11 Conclusion 60
CHAPTER 3 PHYSICAL SETTL~G OF THE STUDY 62 3.1 Introduction 62 Historical background 63 3.3 Situation and physical la..,dscape 64 3.4 Climatic conditions 69 3.5 Available recreation and tourism facilities 70 3.5.1 The gorge 71 3.5.2 Self-guided trails 72 3.5.3 Game species 76 3.5.4 Birding 77 3.5.5 Other facilities 78 3.6 Adventure activities 78
J.t~ - Accommodation 80
Xl 3.7.1 Nature reserve hutted camps 80 3.7.2 Oribi Gorge hotel 81 3.73 Guest farms 81 3.8 Other support services 82 3.8.1 Leopard Rock coffee 82 3.8.2 Thomton coffee 82 3.8.3 Echo Valley coffee 83 3.8.4 Information Centre 83 3.9 Conclusion 83
CHAPTER 4 RESEARCH MEmODOLOGY 85 4.1 Introduction 85 4.2 Research design 86 4.3 Population and sample size 88 4.4 Instrument construction 90 4.5 Pilot work 92 4.6 Questionnaire modification 94 4.7 Collection ofdata 94 4.8 Analysis ofdata 96 4.9 Interpretation ofdata 97 4.10 Conclusion 97
CHAPTER 5 ~~ALYSIS AND INTERPRETATION OF DATA 98 5.1 Introduction 98 5.2 Restatement ofthe objectives and hypotheses 100 Demographic characteristics ofrespondents 101 5.3.1 The race variable 102
Xll 5.3.2 The gender variable 103 5.3.3 The age variable 104 5.3.4 The education variables 106 5.3.5 The occupation variable 108 5.3.6 Origin ofresidence variable 110 5.4 Community involvement and awareness III 5.5 Supply and quality ofactivities and facilities 117 5.6 Utilisation and patronage ofresources and facilities 124 5.7 Different marketing strategies in Oribi Gorge 127 5.8 Perceived planning and development ofOribi Gorge 132 5.9 Conclusion 139
CHAPTER 6 CONCLUSIONS AND RECOMMENDATIONS 141 6.1 Introduction 141 6.2 Summary ofthe study 142 6.3 Objectives as related to fmdings 144 6.4 Recommendations 148 6.4.1 Physical development 148 6.4.2 Increasing resource facilities and activities 150 6.4.3 Marketing the destination 151 6.4.4 Local community involvement 153 6.4.5 Education 154 6.4.6 Future research 155 6.5 Conclusion 156 BIBLIOGRAPHY 157 APPENTIICES 166 Appendi.x-A: A questiOTLl1aire to the tourists 167
Xlll Appendix-B: A questionnaire to the officials 173 Appendix-C: A questionnaire to the service providers 181 Appendix-D A questionnaire to the local community 189 Appendix-E Transmittal letters 195 THE END 202
Xl\" LIST OF FIGURES
FIGURE DESCRIPTION PAGE
2.1 The relationship between leisure, recreation and tourism 26 3.1 Oribi Gorge and surroundings 65 3.2 Ugu District municipality 67 3.3 Oribi Gorge 71 3.4 Oribi Gorge Nature Reserve 72 3.5 Zebra in Lake Eland 76 3.6 The Kynsna woodpecker 77 3.7 Abseiling in Oribi Gorge 79 3.8 White water rafting 79 3.9 Oribi Gorge hotel 81 4.1 Steps in survey research 87 5.1 Understanding what tourism means 112 5.2 Perception ofquality offacilities 118 5.3 Accommodation preferences [n=105] 120 5.4 Reasons for accommodation preferences 121
5.5 Perception oflevel ofutilisation or patronage offacilities P"-) 5.6 Reasons provided for low patronage and utilisation offacilities 128
5.7 Perception ofdevelopment in the study area 1"".).)
5.8 Perceived state ofdevelopment plans ofEzemvelo Wildlife 137
xv LIST OF TABLES
TABLE DESCIPTION PAGE
5.1 Distribution ofdemographic characteristics 102 5.2 Distribution ofsocio-economic characteristics 107 5.3 Communities perceptions ofthe Oribi Gorge 113 5.4 Communities levels ofresource utilisation 116 5.5 Ranked participation in activities [n=105] 122
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X\'l CHAPTER ONE
ORIENTATION TO THE STUDY
1.1 INTRODUCTION
There is a general inclination among human beings to want to know more about the world that they live in as well as its people, cultures, vegetation, history and wildlife. Because of higher levels of education and income, as well as the influence oftechnology, communication system and media on us, we have much greater awareness of the world around us. Increased exposure, awareness and prosperity have made travel possible. The most common reasons why people travel are pleasure, business and study. A combination of industries, activities and services that deliver a travel experience, make up the tourism industry.
Tourism is not only the world's biggest industry but also one of the fastest growing ones. It is a vibrant, fragmented and multidimensional industry by nature. A positive trend is that, as tourism grows at a faster rate, it is becoming a major social and economic force in the world and has thus moved from being mainly for the rich to being accessible and affordable to almost everyone throughout the world (McIntosh et al., 1995).
In order that the tourism industrv.. benefits the society...:economicallv.. the environment on which tourism depends has to be unspoiled and attractive. Our environment is, however. continually being spoilt by t.he economic activities
I which are undertaken in metropolitan areas. Land, which is part of the environment, is also limited in South Africa. Because ofthe limited space and the spoilt environment in which we live, the South African government has made available to all South Africans, protected areas such as national parks, game reserves and nature reserves. These areas help tourists or visitors from densely populated areas to gain quality experiences through the use of natural resources.
In South Africa some of these protected areas are funded by the national government. The national government injects capital into the tourism industry through the allocation of funds to these protected areas. The system is one of the methods of alleviating poverty in the country. The revenue generated by these protected areas is paid back to the government, so that these areas can be properly maintained. The system ensures the continued flow of tourists into these areas. From this it becomes clear that, in order to continue to exist, the protected areas have to attract more tourists. The method is aimed at boosting the economy ofthe country.
Oribi Gorge is one of the protected areas which is funded by the national government in South Africa. It is situated south ofDurban in an area which has become commonly known as the 'South Coast'. The Gorge is located 25 kilometres inland from the coast of Port Shepstone and was founded in 1950. This research study is therefore conducted with the view to finding out the standing, potential and future prospects ofthe Oribi Gorge as a tourist attraction. The study also attempts to discover the feelings of the tourists, the local community, the service providers and wildlife officials regarding the destination ofOribi Gorge.
') 1.2 BACKGROUND TO THE PROBLEM
The apartheid regime slowed down the growth of tourism in South Africa as international boycotts and sanctions took effect (Lubbe, 2003). The segregation policies enshrined in various apartheid laws severely hampered the development of tourism markets among the previously disadvantaged sectors of the population.
The apartheid era is characterized by tourism development which focused on urban areas at the total neglect of the rural areas. The subsequent result was a concentration of tourists (both domestic and international) in urban areas. Knowledge ofrural tourist attractions was almost non-existent. The result was that destinations in previously disadvantaged areas attracted few tourists as compared to their urban counterparts.
It was only after 1990 that attention turned to those previously disadvantaged areas. The researcher is ofthe opinion that we have lost many years in terms of international tourism and the development of a middle class touring population amongst the previously disadvantaged groups. There is therefore, a dire need to address these imbalances iftourism is to contribute substantially to the national economy ofSouth Africa.
1.3 STATEMENT OF THE RESEARCH PROBLEM
Although South Africa has accessible wildlife, varied and impressive scenery, unspoiled wilderness areas, and diverse culture, she has, however, not been able to realize her full potential in tourism. In South Africa the contribution of
, -' tourism to employment, small business development, income and foreign exchange, remains limited. It is in this context that this study is conducted in order to evaluate the potential of Oribi Gorge as a tourist attraction and to uncover the possibility offurther development so that this area can contribute to the economy ofthe country.
The subsequent result ofthe limited contribution oftourism in South Africa has led some ofthe tourist resources to attract more tourists or visitors, while others attract only a few tourists or visitors. The discussions with the hospitality manager revealed that Oribi Gorge falls under those tourist destinations which attract only a few visitors. The visitor record book also reveals that there are certain days during the week when not even a single visitor can be seen in this tourist destination. The records showed an increase in the level of patronage during the December holidays and also over the weekends. Winter holidays are characterized by a decline in the level ofpatronage.
The study is conducted to reveal the underlying causes of the low and fluctuating levels ofpatronage. The study also investigates whether this reserve has been developed to its full potential and whether the existing facilities and resources have the potential to attract more tourists and recreators. It is anticipated that the possible outcomes could be the gradual eradication of the stumbling blocks which may face this destination.
1.4. OBJECTIVES OF THE STUDY
In order to elucidate the intention of the study it is necessary to work out some objectives of the research study. These objectives that are set for this study
4 would help to accomplish the main goals of the study. The objectives would also assist the researcher to keep focus on the problem under investigation. The objectives are as follows:
• To find out whether the local community is aware of the activities and facilities that exist in the Oribi Gorge.
• To find out whether the activities and facilities in the study area are adequately supplied and are ofgood quality.
• To determine whether the level of utilisation and patronage of various resource facilities in the study area are oflow or high order.
• To investigate the different marketing strategies which are employed by the officials of Oribi Gorge and whether these strategies do reach out to the members ofthe local community.
• To ascertain the views oftourists with regards to the planning and future development ofthe study area.
The objectives link the research question to the research process. Through objectives the researcher continually reflects on issues relevant to the study and this helps in providing valid answers to the research questions and to make relevant suggestions conCemi!1g the study area. The objectives have to be set alongside the hypotheses. The accomplishments of the objectives indicate whether the hypotheses which are postulated for the study should be accepted of rejected.
5 1.5 SIGNIFICANCE OF THE STUDY
A major problem facing the South African tourism industry is the poor involvement of local community groups and previously neglected groups in the industry. The lack of involvement has been largely due to the previous government policies. The need to reverse this situation is ofutmost importance. The tourism industry provides a number of unique opportunities for involving previously neglected groups. Local people could be involved through empowering them to provide tourists with services like township experiences, taverns, traditional culture, music and dance. The study assesses the potential of this area as a tourist attraction. Recommendations concerning local community involvement form the basis for local community involvement in destinations similar to the study area.
At provincial level, tourism organizations are still in disarray, with some provinces way ahead in terms oftheir tourism structures, marketing, promotion, etc. Provincial autonomy has unfortunately created a situation in which provinces are going abroad to market themselves individually. The autonomy creates confused destination images. The resources and opportunities to penetrate new and emerging markets and market niches are wasted. Consumers, on the other hand, are bombarded with a number of new destinations with no clarity as to how they will satisfy their specific needs. The revelation ofsettings in small destinations like the study area sets foundations for similar studies to be conducted in other destinations. The studies help with clarification of what these smaller destinations have to offer. The clarification will also help to improve conditions in destinations which are experiencing problems in order to attract more tourists.
6 Studies conducted in other reserves in KwaZulu-Natal and other provinces, are important and necessary to develop inclusive and effective national, provincial and local structures for the development, management and promotion of the tourism sector in South Africa.
1.6 DELIMITATION OF THE STUDY
The spatial focus ofthe study is on Oribi Gorge. The Gorge includes the Oribi Gorge Nature Reserve and its surroundings. The word 'nature reserve' is used to refer to fauna and flora as preserved in the study area. The researcher has made an inquiry ofthe existing plant and animal species found in this area. The spatial delimitation also focuses on the areas which fall under the Hibiscus Coast and Ezinqoleni Municipalities under Ugu District Municipality, including the indigenous Black communities of Bhobhoyi, Murchison and Izingolweni. These communities were selected as they are in close proximity to the study area.
Conceptually, the study is delimited as follows: the concept of 'attraction' is used to mean natural and man-made attractions. The attractions include natural resources, cultural resources, wildlife and activities in which tourists participate. The concept of 'tourist' includes domestic and international tourists as well as visitors who patronize the area, irrespective of the distance travelled by these people. Assessment focuses on marketing strategies, awareness of local communities of the resource facilities, the levels of utilisation and levels of patronage, the quality of resources and facilities and the equipment and supply of these resource facilities. Local communities refer to people livLTlg in relative proximi!'; to the study area.
7 1.7 THE PURPOSE OF THE STUDY
Tourism in South Africa has become a fiercely competitive business. The tourism industry exists because South Africa has a well-established network of national parks (covering 6.3% of the surface area of the country), and private nature reserves are very much on trend with the demands of increasingly environmentally sensitive visitors (Mclntosh et al. 1995). In South Africa some companies are already leaders in global 'best practice' in ecotourism. The success ofpolitical transformation in South Africa has also opened the country's tourism potential to the rest ofthe world and to the previously neglected groups in society.
There are, however, a number of factors which limit the effectiveness of the tourism industry to play a more meaningful role in the national economy. Some ofthese constraints are the following:
• Tourism has been inadequately resourced and funded. • Limited integration of local communities and previously neglected groups into tourism. • Lack of inclusive, effective national, provincial and local structures for the development, management and promotion of the tourism sector (DEAT,1996).
Domestic tourism plays an importal1! role in South African tourism industry. The tourism industry will continue to grow as previously neglected people become tourists and travellers themselves. While there is no doubt that the tourist industry wili continue to :rTOW, there is no guarantee that it will be
8 sustainable or that it will achieve the socio-economic objectives as set by the Government ofSouth Africa
This study aims to find out if Oribi Gorge has sufficient activities and facilities to satisfy the tourists. This is done through interviewing the recreationists and tourists who are visiting the area during field work. This study also reveals the level of awareness of the facilities and activities in the area This is done through interviewing local communities. Service providers are also interviewed to frod out whether their businesses benefit from tourists who visit the study area Officials and tourists are also interviewed to frod out the developmental plans and options within the study area.
1.8 ASSUMPTIONS
Tourism in South Africa has been a monopoly of Whites. Africans have only started to participate fully since the emergence ofthe new government. Studies on nature-based recreation resource preference in South Africa reveal that most Africans prefer to use these resources for subsistence purposes (Magi, 1986, 1989; Donaldson, 1995).
Furthennore, the tourism industry in South Africa has been woefully protected protected from demanding long-stay tourists (limited flow of international visitors) and protected from itself(suppliers cater for a largely homogenous and predictable clientele i.e. the easily identifiable needs ofthe privileged class). As such, the potential oftourism to spawn entrepreneurship, to create new services, (e.g. local entertainment, handicraft, etc.), to 'drive' other sectors of the
9 economy, to strengthen rural communities, to generate foreign exchange and to create employment, has not been realized (DEAT, 1996).
In the light ofthe above-stated shortcomings, it is assumed that: (i) the level of tourism awareness among the indigenous Black communities, surrounding the study area, is low; (ii) the level of participation in money demanding activities (lodging, camping, canoeing, kayaking, rafting, etc), among Blacks is low (Mwandla, 1995); (iii) most tourist and visitors in the study area are domestic tourists; (iv) the facilities and activities in the study area, if adequately resourced, can attract more visitors and tourists; and (v) the further development of Oribi Gorge is welcome by both the tourists and communities surrounding the area.
To verifY the above-stated assumptions, care is taken to select the respondents in such a way that they represent the population demographics in the study area.
1.9 HYPOTHESES
Hypotheses refer to the statements ofwhat the researcher deems to be the most probable answer to the problem question advanced by the study. The hypothesis is a tentative statement ofsolution which is subject to verification through actual research (Magi, 2005). The verification means that after the accumulated information has been analysed, the hypothesis will either be accepted or rejected. In this study t.he hypotheses which are set along side the objectives are the following:
10 Hypothesis 1: That the majority of the local community members are not aware ofthe tourism activities and facilities in the study area.
Hypothesis 2: That the activities and facilities in the study area are not adequately supplied nor ofgood quality
Hypothesis 3: That the level of utilisation and patronage of various resources and facilities within the study area are of a low order.
Hypothesis 4: That the strategies used to market the study area do not reach out to the local community.
Hypothesis 5: That the tourists view the planning and future development ofthe study area as being well organised.
It is worth noting that hypotheses and problem statements are similar in substance, except that hypotheses are declarative statements, more specific than problem statements. Hypotheses are testable and indicative of the expected results.
1.10 DEFINITION OF CONCEPTS
In this research report a number of related concepts are used. The definition of these concepts will help the reader in getting a clear picture ofwhat this study is all about. The concepts will also help in limiting the study to only Lhe relevant issues and avoid ambiguity.
11 1.10.1 Tourism
McIntosh et al. (1995), define tourism as the sum of the phenomena and relationships arising from the interactions of tourists, business suppliers, host government and host communities in the process of attracting and hosting these tourists. Tourism can also be defined as the activities of a person travelling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business, and other purposes (Elliot, 1997:21). According to Holloway (2003), tourism may be defmed in terms of particular activities selected by choice and undertaken outside the home environment. Tourism involves an overnight stay away from home. From these defmitions it becomes clear that tourism cannot be narrowly defmed in terms oftravel alone. Tourism also involves activities selected and undertaken by choice outside the home environment. In this study the concept oftourism is used in the context of travel and activities.
Tourism can be differentiated as domestic, inbound and outbound tourism. Domestic tourism refers to the residents of a country travelling in their O\vn country. Inbound tourism is the type of tourism in which non-residents visit a country other than their O"'TI. Outbound tourism refers to residents of a country visiting other countries. The following categories oftourism are included in this study: • Internal tourism which is domestic and inbound tourism; • National tourism which refers to domestic and outbound tourism; and • International tourism which is inbolLTld and outbound tourism (Elliot, 1997:21 ).
12 Visitors are also included in tourism. The tenn 'visitors', as defined by Johnson and Barry (1992), refers to persons who travel to a country other than that in which they usually reside but outside their usual environment for a period not exceeding twelve months and whose main purpose of visit is other than the exercise ofan activity remunerated from within the place visited. These people include same day visitors who do not spend the night in a collective or private accommodation in the country visited, and tourists who stay in a country for at least one night.
This study is in line with the defmitions by Holloway (1994), in that it involves both tourists and visitors in fmding out their feelings about the study area. For the purpose of this study, the terms tourist, traveller and visitor are used synonymously.
1.10.2 Tourist Attraction
Lubbe (2003) views tourist attractions as those occurrences or creations (e.g. fauna or flora, buildings, scenery) or happenings (e.g. festivals, events, competitions) in natural or huma..n-made environments that motivate people to travel. Faulkener et aI., (2000) defme an attraction as a designed pennanent resource which is controlled and managed for the enjoyment and education of the visiting public. Bennett and Strydom (2001) view tourists' attractions as something interesting or unusual to do. A conclusion can be drawn from these defInitions that attractions motivate people to travel and engage in activities for enjoyment and also to learn more about places being visited. It stands to reason therefore, that without attractions there would be no tourism
13 Bennett and Strydom (2001) further categorize attractions into the following categories:
• Natural attractions are those attractions that have their origins in the physical environment. The nature and strengths ofnatural attractions are largely detennined by one or more of the following factors: landscapes, animals, plants, beaches, geographical features and water.
• Man-made attractions are those tourist attractions that have been created by human intervention. They include ancient and modern architectural structures, monument parks and gardens, managed tourist attractions, casinos, speciality shops etcetera.
• Socio-cultural attractions are those factors that relate to the history, religions, science, art, administrations and the way of life of a particular community. They are associated with a particular culture, and the more this culture differs from that ofthe visitor, the stronger the pulling power ofsuch a destination.
The study involves both the natural and socio-cultural attractions. This study then focuses on the potential ofthese attractions and how they satisfY and attract more visitors and tourists.
1.10.3 Tourist Destination
Lubbe (2003) defInes tourist destination as the geographical area where the attraction is located 14 of this study this concept is used to mean tourists visiting Oribi Gorge Nature Reserve, which is by definition a tourist destination. 1.10.4 Tourism Development Lars (2001) sees development as meamng different things but generally associated with positive social change, which means moving forward to something that is better than the present. The White Paper on Environmental Management (DEAT, 1997) describes development as a process for improving human well-being through re-allocation of resources that involves some modification ofthe environment. This study focuses on the development of the resources and facilities in the study area, in order to attract more visitors or tourists. 1.10.5 Tourism Industrv Lubbe (2003) believes that the tourism industry comprises a combination of industries, activities and services that deliver travel experience. Services such as transportation, accommodation, eating and drinking establishment facilities, recreation facilities and other hospitality services, are important for the kinds of life experience and the optimum satisfaction that individuals or groups of visitors are looking for at any destination at any given time. The study focuses on the types of services which are found at Oribi Gorge and whether these services give optimum satisfaction to the visitors. The study also attempts to indicate how the tourism industry helps in alleviating the standard of living of the local indigenous communities. 1:5 1.10.6 Ecotonrism A definition from Tourism White Paper - Development and Promotion of Tourism in South Africa (DEAT, 1996) is as follows: Ecotourism is an environmentally and socially responsible travel to natural or near natural areas that promotes conservation, has low visitor impact and provides for the beneficially active socio-economic involvement oflocal people. Fennel (1999) defines ecotourism as a sustainable form ofnatural resource-based tourism that focuses primarily on experiencing and learning about nature, and which is ethically managed to be low-impact, non-consumptive, and locally oriented (control, benefit and scale). It typically occurs in natural areas and should contribute to the conservation or preservation of such areas. These definitions clearly emphasize the concept ofconservation. In this study ecotourism is used in the context ofconservation. There seems to be a relationship between nature-based tourism and ecotourism. Fennel (1999) argues that nature tourism may be said to be true ecotourism if it addresses six principles. • It entails a type of use that mmlinlZeS negative impacts to the environment and to local people. • It increases the awareness and understanding of an area's natural and cultural systems and the subsequent involvement of visitors affecting those systems. • It contributes to the conservation and management of legally protected and other natural areas. 16 • It maximizes the early and long-tenn participation of local people in the decision-making process that detennines the kind and amount oftourism that should occur. • It directs the economic and other benefits to local people that complement rather than overwhelm or replace traditional practices (farming, fishing, social systems etc). • It provides special opportunities for local people and nature tourism employees to utilize and visit natural areas and learn more about the wonders that other visitors come to see (Fennel, 1999:40). The defmitions and the principles tabled above are used in this study as the emphasis lies in the conservation ofthe natural resources. 1.10.7 Sustainability Mowforth and Munt (1998) advocate that the ecological perspective of sustainability has come to mean the need to preserve and protect the natural environment while, for the industrialists, sustainability represents the opportunity to reduce costs and increase profit margins. The World Commission on EnvironmenT and Development (WeED, 1987) defines sustainability as tourism that meets the needs of the current without compromising the ability of future generations to meet their own needs. Pearce (1998) believes that sustainability at its simplest means 'making things last' - what is being made durable can be the ecosystem, an economy, a culture, ethnic group and so on. The study focuses on conservation ofthe ecosystem in the study area. Focus is also on how tourism can make the culture of the local community last. The definitions are therefore. relevant to this study. 17 1.10.8 National Parks These parks date from the 1950s and include parks like KrugerNational Park in South Africa. The parks are managed to conserve the natural flora and fauna but in order to encourage recreation and tourism, they are zoned. Tourism is encouraged in the outer zone with information points and accommodation. A second zone is subject to regulations on hunting and detrimental activities, and the inner zone is reserved for research, and often includes nature reserve (Boniface, Brian and Cooper, 1994: 120). This study area is a nature reserve and in this context, focus is on the different species and zoning as observed at Oribi Gorge Nature Reserve. 1.10.9 Recreation The word 'recreation' sterns from the Latin word 'recratio' which means 'restoration to health'. Torkildsen (1999) regards recreation as a worthwhile, socially acceptable leisure experience providing immediate inherent satisfaction to individual who voluntarily participates in activity. There are many recreation theories such as recreation as needs serving, recreation as re-creation and recreation as a satisfYing experience to mention but a few. The study evaluates the potential ofOribi Gorge Nature Reserve as a value to individual and society, recreation as leisure-time activity as well as providing satisfYing experience. 1.10.10 Potential Fowler and Fowler (1992) construe that the concept of 'potential' refers to the capacity or possibility of coming into being or action. It is the latent energ'j to 18 become or do what is required. Potential has to do with the likelihood or embryonic or budding energy to become or to do. It is dormant, unrealized or underdeveloped energy to become or do what is expected (Urdang, 1991). Lubbe (2003) is under the impression that potential is related to demand. Potential demand is experienced by those people who wish to visit specific attraction, but are prevented from doing so because ofa problem on the demand side (e.g. lack ofmoney or available leave from work). Investigation is made on the suppressed demand ofthe communities surrounding the study area. 1.10.11 Policy Lubbe (2003) defines policy as a set ofguidelines generally accepted by all and used to improve and facilitate decision making and appropriate action under certain circumstances. In South Africa one can differentiate three levels of policy and legislation. Policy and legislation within the country exist at the national, provincial and local levels. South African policy is also influenced by international policy. The policies which are highlighted in this study are the provincial as well as local policies as they apply to Oribi Gorge Nature Reserve. 1.10.12 Marketing Torkildsen (1999) defmes marketing as a process and co-ordination network that analyses, creates and develops products and services, packages and processes. Marketing promotes, distributes and sells products. It is a beginning to a.T1 end process. This process is usually aimed at a segment of the public or a target market. Hall and Lew (1998) argue that eco-tourists have become a specific target market of the tourist industry. Industry plarmers are known to be 19 responsible travellers who are more likely to contribute to local nature conservation and economic development initiatives. From these definitions it becomes evident that for the tourism industry to succeed there has to be a target market. Services providers in the study area are interviewed in terms of the marketing strategies used for their services. 1.11 THE STRUCTURE OF THE STUDY This research study is written to follow certain structure which makes it easier for the reader to understand. This is done to comply with organizational procedure which necessitates the researcher to fully describe the way the research has been planned, structured and executed in order to comply with scientific criteria (Magi, 2005). • Chapter 1 introduces the reader to the purpose of the study as it relates the research problem. • Chapter 2 lays the theoretical background of the study which helps the reader to understand the basis ofall arguments. • Chapter 3 introduces the reader to the study area boundaries, the physical landscape, climate conditions and recreation and tourism infrastructures already in existence in the study area. These features are fully described. The introduction to the boundaries of the study area is aimed at helping the reader to acquire a mental picture of the study area as well as the areas which can still be developed. • Chapter 4 introduces the reader to the research methodology by describing the population and sample size, methods ofdata collection and computerisation ofdata. 20 • Chapter 5 presents the analysis and interpretation of the collected data. The data that is analysed is presented in graphics. • Chapter 6 draws the final conclusions based on the analysis and interpretation ofdata. Recommendations about the state ofthe study area are finally made. The purpose of this outline is to present to the reader a document that is both logical in structure and organized in thought. The outline forms the spinal column ofthe discussions in the following chapters. 1.12 CONCLUSION The main purpose ofthis chapter is to give the reader on general overview ofthe study as a whole. The overview first stated the research problem and the purpose of the study. The problem statement is important in setting forth exactly what the ultimate goal ofthe research is. Secondly, the assumptions are clearly stated. An assumption is a condition which is taken for granted and without which the research effort is impossible (Leedy, 1980). Thirdly, hypotheses are tabulated. Hypotheses give direction to the researcher's thinking with respect to the problem and thus aid in solving it. Finally, this chapter has provided definitions of the commonly used concepts and highlighted the structure of the study. By this overview, it is believed that the reader fmds it easy to grasp the main ideas in this study. 21 CHAPTER TWO THEORETICAL BACKGROUND 2.1 INTRODUCTION People have the desire or need to travel which has to be satisfied. In order to satisfY this need, people choose destinations that offer various attractions in the form of facilities to participate in sport, natural or human-made phenomena that they want to experience. Attractions are the driving force that motivates people to visit places that appeal to their specific needs. Attractions also act as magnets that draw people to them. Recreationists like Swarbrooke (1999) and Lubbe (2003) defmes attractions as occurrences or creations (such as scenery, climate, hot water springs, exceptional fauna or flora, buildings or other architectural work, scenes of historic importance, works of art, places of enjoyment and entertainment, etc.) or happenings (such as festivals, meetings, sport competitions, etc.) in the natural or human made environments, that motivate people to travel. Some attractions are located at destinations which offer accommodation while others do not offer accommodation. On the basis of accommodation, the difference can be made between visitor attraction and tourist attraction. Attractions that provide overnight accommodation are called tourist attractions 22 whereas those without overnight accommodation are called day visitor attractions. Oribi Gorge falls under tourist attractions. This chapter highlights some of the important concepts related to attractions. These concepts include sustainability, marketing, policies, hospitality, accessibility, tourist expenences and satisfaction, infrastructure and transportation. This study, as already indicated, is centred around Oribi Gorge as a tourist attraction, and is aimed at answering questions relating to the rate of visitation. The theoretical background is important in answering these questions. 2.2 ATTRACTIONS AS BASES FOR TOURISM AND RECREATION Tourism, recreation and leisure are generally seen as a set of interrelated and overlapping concepts. Fennel (1999) views tourism as a phenomenon that is inextricably interwoven into a fabric oflife - economically, socio-culturally and environmentally and is difficult to define. It is therefore important to look into how these concepts are interrelated and how they relate to attractions. Mathieson and Wall (1987) identitY three elements of tourism - the dynamic, the static and the consequential elements. The dynamic element involves travel to a destination, the static element involves a stay in a destination and the consequential element results from the two elements and is concerned with the economic, social and physical subsystems with which the tourist is directly on indirectly involved. Swarbrooke et al. (2003) introduce the concept of adventure travel which is more extensive tha.n tourism as it includes goals that might be related to tourism. 23 From the above-stated definitions, it is clear that people travel to selected destinations which appeal to them. The driving forces which cause these people to travel are created by the attractions. Without attractions, therefore, people would not be motivated to travel. The word 'leisure' is derived from a Latin word 'licere' which means 'to be free' or 'to be permitted'. This is supported by SCOR (1978), in the definition which regards leisure as time that is free from work and from fulfilling the basic necessities of life. Swarbrooke et al. (2003) highlight the characteristics of leisure as time which provides opportunities for enjoyment, self-expression and satisfaction; time set aside from obligations such as employment and family care; and time that is perceived and freely chosen and entered into by the participants. The characteristics ofleisure by Swarbrooke et al. (2003) are supported by Hall and Page (1999) who regard leisure as a period oftime, activity or state ofmind in which choice is dominant: leisure as non-work or residual time; and leisure as a qualitative concept in which leisure activities take on a meaning only within the context of individual perceptions and belief system and can occur at any time in any setting. The inclusion of the subjective view of leisure which indicates that leisure can occur at any time and in any setting is supported by Magi (1986) in his definition of leisure as activity time which does not necessarily emphasize freedom from work time. This becomes true when one considers the activities in w}1jch individuals voluntarily participate in sports and are also remunerated for L~eir participation. 24 The general characteristics as highlighted by authors like Swarbrooke et al. (2003), Hall and Page (1999) emphasize choice and enjoyment with the purpose of getting satisfaction. A conclusion can now be drawn that it is during leisure that people exercise choice to participate in freely chosen activities. It is during this time that people travel to destinations which have attractions that motivate them to undertake trips. Neumeyer and Neumer (1958) refer to recreation as an activity pursued during one's leisure time. Some authors emphasize the psychological aspect of recreation in their definitions ofrecreation as an emotional condition within an individual that flows from a feeling of well-being and satisfaction (Romney, 1945; Gray and Greben, 1974). Swarbrooke et al. (2003) view the word recreation as being used interchangeably with the word 'leisure'. Recreation is undertaken voluntarily, primarily for pleasure and satisfaction during leisure time. The distinction between the two is that leisure indicates time and recreation involves activities. Leisure could also be viewed as an experience which is goal-oriented with participation yielding satisfaction. Attractions offer recreation opportunities to tourists or visitors who patronize the destinations where attractions are located. Figure 2.1 illustrates the relationship between leisure, recreation and tourism. Hall and Page (1999) in this figure draw our attention to how work is related to leisure. These authors state that through studying leisure as a whole, the most powerful explanations are drawn. Wark is differentiated from leisure but the two often overlap. Business travel is work-oriented form oftourism. 25 FIGURE 2.1: THE RELATIONSHIP BETWEEN LEISURE, RECREATION AND TOURISM WORK LEISURE TOURISM ", : :'SUSINESS, " ',' , . : TRAVEL .... LEISURE RECREATION " . TRAVEL '. ----' ~ -- """SERIOUS .'.:''.----- , LEISURE•. ··· (Source: Hall and Page (2000: 3)] However, people who travel for business purposes often recreate during their leisure time. Leisure-based travel is directly involved with tourism. Serious leisure indicates the breakdown between leisure and work pursuits and the development of leisure career paths with respect to hobbies and development of interests. The overlap between business travel and leisure travel is that both involve a certain degree ofrecreation. Tourism and recreation have the economic and social values. Hall and Page (1999) indicate that the distinction between tourism and recreation may be regarded as one of degree. Tourism relates to leisure and business travel activities around visitors to pa.rticular destinations. This involves the infusion of 26 new money from the visitors into the regional economy. Tourism can be viewed as a primary industry which, through visitor spending, increases job opportunities and tax revenues, and enhances the community's economic base. Recreation, on the other hand, refers to leisure activities which are undertaken by residents to an immediate region, which through their spending patterns, involves a recycling of money within the community associated with day, overnight and extended recreation trips. The inclusion of overnight stay and extended stay, in recreation, indicates an overlap between recreation and tourism. In summation, leisure activities, whether recreation or tourism related, are undertaken in destinations with attractions which have the pulling power to draw visitors and tourists to such destinations. Visitors or tourists are attracted to destinations, either by natural or cultural resources. The following section focuses on the natural resource base ofattractions. 2.3 THE NATURAL RESOURCE BASE OF ATTRACTIONS The natural resource base is a part of the environment. The environment refers to settings that stimulate people to travel. Features of the environment include lakes, mountain ranges, trails of countryside, etcetera The resource base refers to the specific resource on which the attraction of a destination or facility is based. These resources have the potential to attract tourists or visitors to the area Examples of these destinations are fl.Juhluwe Game Reserve, Victoria Falls, Kruger National Park, and etcetera. 27 There is a belief that natural resources are for the people to use and enjoy. Tourists tend to move towards maximizing the use of natural resources. Managers are aware that maximizing use would diminish the naturalness and solitude, change ecological regimes and reduce opportunities for experiences dependent on wild and unaltered exploitation and conservation of natural resources. This is highlighted by Rosmarin and Rissik (1996) in stating that the natural environment is being destroyed and this makes conservation of animals and plants and their habitats essential. Management ofnatural resources should concentrate on sustainable use practices, with as little interference in the original state of the resource as possible. In order to continue to attract tourists or visitors, the resource in destinations has to be sustainable. The concept of sustainability ofnatural resources is dealt with in the following sub-section. 2.3.1 Sustainabilitv ofNatural Resources The concept of sustainability has come to mean the need to preserve and protect the natural environment. The natural environment is rapidly being destroyed because of over-exploitation. Once the natural resources have declined below a level of viability, they become non-renewable. The term sustainable development emerged in the 1970s as various organizations, governments, and individuals attempted to introduce and implement development that could avert the environmental crisis that was being engendered by the uncontrolled exploitation ofnatural resources. Over-exploitation and degradation of natural resources stem from tourist activities. Tourism and sustainability of resources are interrelated. Lubbe (2003) believes that in order to implement sustainable development, a careful 28 balance is required between the long-term and short-term goals, and it has to emphasize equity and quality of life rather that the mere quality ofoutput. The concept of duration is highlighted by Butler and Boyd (2000) in their definition which views sustainable development as the process which is developed and maintained in an area in such a manner and on such a scale that it remains viable over an indefinite period and does not degrade or alter the natural environment on which it exists. In addition to the duration, Hall and Lew (1998) emphasize that the social and economic factors are the driving forces in promoting activities that cause cumulative effects. The condition of the environment should be enhanced as a result of careful control being exercised over tourist access. Solutions may not only lie with improved environmental management, but with changes in economic and social perceptions. Governments in tourist destinations should not be engrossed in the development ofeconomic generating tourism policies, but should also focus on implementing policies designed to sustain the natural resources so that the resources continue to attract tourists over an indefmite period of time. Tourist perceptions and attitudes towards attractions in destinations should change. Medlik (1993) argues that sustainable development builds on the principle of conservation and stewardship, but it also offers a more proactive stance that incorporates continued growtll in a more ecological and equitable mariner. Sustainable development should, according to Medlik (1993), be implemented within the ecological parameters to sustain both the physical and human environment. This could be done throll~h adopting the following considerations: 29 Conservation ofcultural legacies should not be ignored. The ecological process needs to be understood so that intrusions have minimal impact, especially in sensitive areas like shorelines, mountains and wetlands. The concern over maintaining our biological diversity is particular germane to tourism, which thrives on the appeal of different flora and fauna, along with a distinctive sense ofplace. The need to sustain our basic life system is ofparamount importance (Medlik, 1993: 175). If the natural resources are sustained, they continue to attract visitors and tourists in destinations. Such destinations are able to offer a variety of natural resource based experiences. There are different types oftourism which rely on natural resources. Only a few are discussed in this study. 2.3.2 Tvpes ofNature Based Tourism Nature-based tourism generally operates on a small scale and is developed by local communities based on nature and they (communities) attempt to keep tourist numbers to levels that the environment can sustain. In most forms of nature-based tourism, tourists want to enjoy themselves and their surroundings while ensuring that their impact is not detrimental to the natural resource-base. (aJ Nature-basedlEm'ironmental tourism This type of tourism emphasizes enjoying and experiencing nature and it is the most popular type oftoulism based on natural resources. Tourists are attracted to destinations such as Victoria Falls and Kruger National Park because of the natural resources in t.'lese destinations. In Oribi Gorge, the gorge itself with its waterfall offers fIrst hand experience to tourists. 30 (b) Wildlife Tourism Wildlife has always featured as a substantial part of the conscIOUS and unconscious travel experiences. Tourists in this category visit destinations in order to observe wildlife. Bird watching and people going on safaris are types of wildlife tourism. The wildlife part of the experience often consists of the more visible and sought after animals such as lions, leopards and dolphins, yet it is significantly sustained by the less visible backcloth of the habitat such as sounds ofcicadas and frogs in tropical areas. South Africa boasts of one of the most diverse wildlife displays on earth (Rosmarin and Rissik, 1996). In South Africa, a variety ofgame species such as elephants, giraffes, monkeys, etc, are found in conservation parks such as Kruger National Park and Hluhluwe Game Reserve. Oribi Gorge has a number ofgame species such as antelopes, reedbuck, duiker, etcetera. These species are attractions that motivate visitors to travel to Oribi Gorge. (c) Ecotourism This type of tourism IS sensitive to the environment. In addition to this, ecotourism has a strong community focus and enlightenment of the tourist. Lubbe (2003) defmes ecotourism as an enlightening interactive travel experience to natural and cultural environment that ensures the sustainable use of environmental resources, at an appropriate level, ",rule providing viable economic opportunities for the tourism industry and local community. Ecotourism has grown as a result of the dissatisfaction with the conventional form of tourism which have ignored social and ecological elements of foreign 31 regions in favour ofa more anthropocentric and strictly profit-centred approach to delivery oftourism products. Ecotourism activities typically focus on providing access to remote, rare and spectacular natural settings. The gorge and its waterfall, provide a natural spectacular setting for the visitors and tourists in the study area The desire to learn about other settings is an attraction to tourists. (d) Adventure Tourism In adventure tourism, tourists participate in activities that provide them with a challenge, thrill or intense experience. Adventure tourism takes the tourists back in time by providing a dangerous or a challenging situation that modem tourists' forefathers may have faced (WTO, 1997). Lubbe (2003) differentiates between soft and hard adventure. Soft adventure is less active, transport is often not powered by human beings, and participants have a comfortable accommodation. Examples are safaris, elephant back-riding, and etcetera Hard adventure is active, transport is usually human-powered, it involves a level ofrisk and requires certain skills and participants stay in remote accommodation with few amenities. Examples are white water rafting, rock climbing, bungee jumping, and etcetera Oribi Gorge offers a variety ofhard adventure. The edge ofthe gorge has been turned into an extreme adventure hotspot, with the world's highest abseil alongside a waterfall, and a monumental gorge swing and slide which requires participants to leap off the cliffsome 160 metres above the gorge flow (Southern Explorer, 2005). The challenge, thrill, intense expenence and risk, are attractions to adventure tourists. (e) Hunting Hunting in a regulated and controlled environment is permissible in South Africa. This is done in private game ranches and in specific zones in game reserves. fu Oribi Gorge, hunting is allowed in surrounding fanns and permits have to be obtained from the officials of Ezemvelo KZN Wildlife in the study area. Tourists are attracted to destinations which offer a variety ofnature based tourist experiences. Ifthe activities ofthe tourists are controlled, tourism is sustainable and tourists continue visiting these destinations. Attractions are surrounded by indigenous communities. The communities express their cultures in various ways. Expressions ofdifferent cultures by different communities are attractions to tourists. The following section deals with the cultural resource-base of attractions. 2.4 THE CULTURAL RESOURCE BASE OF ATTRACTIONS Different cultures are attractions to many tourists. Cultural attractions have led to the development of cultural tourism. Cultural tourism has emerged as a tourism sector because of the desire of tourists to observe, interact with and learn about different cultures. A cultural tourist is a person who wants direct interactions "vith indigenous culture. Cultural tourism places a special emphasis on cultural attractions. Cultural attractions may include art galleries, museums and orchestral performances. In less developed areas, cultural attractions might include traditional, social and religious practices, handicrafts and cultural performances such as festivals and ceremorues. An example of cultural tourism is the visit of tourists to the Ndebele ethnic group in the northern parts of Southern Africa. Cultural tourists visit the cultural village in this area and experience the litestyle ofthe Ndebele group. This provides this ethnic group with income through the sale ofbaskets, traditional meals and handicrafts. South Africa is very fortunate in that she is a multi-racial country and has a rich and diversified culture. The multiracial population ofSouth Africa comprises of Afrikaners, English, Indians, Tswanas, Xhosas, Zulus, Vendas, Shangaans, Ndebeles, Sothos, Swazis, Shonas and Thongas. Cultural tourism in South Africa has the potential to restore arts, revitalize skills, foster creativity and allow the communities to present themselves positively. Various expressions of culture that one may encounter are described as cultural factors. Cultural factors include arts and crafts, architecture, dancing, festivals, dress, language, religion., etc. These cultural factors are attractions to cultural tourists. Only a few cultural factors are discussed in this study. 2.4.1. Expressions ofCulture The knowledge ofwhat cultural attractions are available to tourists in a country or region is useful in the tourism industry. This knowledge helps in matching tourists, interests with a particular destination or activi,y. Lubbe (2003) 34 identifies the following fonns which represent the most common ways in which culture can be expressed. (i) Music andDance Most tourists are attracted to destinations by the music and dancing of different countries and cultures. Dancing may include individual, religious, traditional folk and ethnic, contemporary, historical period and fonnal. Music may include that performed by individual and smaller and larger groups. (ii) Art Tourists are motivated to travel because of the desire to experience cultural media such as sculpture, painting, graphs, arts, crafts, and etcetera. Art festivals often combine various types of arts with other cultural expressions to give them wider appearances. Art festivals have flourished in South Africa in recent years. The two largest are the Grahamstown Festival and the Klein Karoo Nasionale Kunstefees (KKNK) in Oudsthoom. Smaller celebrations also take place throughout the country at different times of the year, such as the North West Cultural Calabash in the remote village of Tang. Several art forms such as musical theatre, drama, cabaret, jazz, light and classical music and poetry are presented in these festivals. (iii) Handicraft Crafts are very popular to tOlhrists because they are souvenirs and gifts. In South Africa many handicrafts are currently being made by local people and sold to tourists. These include the Zuiu beadwork. Ndebeie bracelet fu,d Shona potshat. Tourists also enjoy seeing how these products are being made by local people and can often watch them being made on-site. It is important that artisans themselves benefit substantially. (iv) Food andDrink Cuisine (food and drink) is a vital cultural expression ofa country. Tourists are keen to explore this. Food and drink should be carefully prepared in a destination. Owners of eating places should try to create an authentic local feel and ambience, explain to the tourists what the food is, and how it is prepared. Tourists could also be invited to watch how the food is prepared. Oribi Gorge is ideally located to utilize the culture of the indigenous communities in promoting cultural tourism. Resource bases, whether natural of cultural, should be managed in such a way that they benefit the local communities, thereby contributing to community development. The following section deals with how attractions as bases for the tourism industry, can contribute to community development. 2.5 TOURISM AND COMMUNITY DEVELOPMENT Attractions, as already indicated, fonn the foundation for the tourism industry. Without attractions, the tourism industry would not flourish. The tourism industry has to benefit the local communities. The survival of the tourism industry is in danger if the local communities do not benefit in a direct way. Local community- benefits derived from the tourism industrY. enhance community development. 36 Vivian and Smit (2002) highlight the fact that there are various ways in which communities can benefit from the tourism industry, mainly as receivers of tourists which means an inflow of foreign exchange or domestic currency. Communities can benefit from employment opportunities that a local community or country generates as a result of tourism demand. An individual can benefit from tourism by being employed in the tourism, or by providing auxiliary services to the tourism industry or by being tourists themselves. The White Paper ofthe Department of Environmental Affairs and Tourism (DEAT, 1996) highlights some ofthe local community benefits ofthe tourism industry: • Continued and exclusive access to biophysical resources of the protected areas for subsistence purpose; • Provision of technical and professional training opportunities relating to positions in tourism and conservation agencies; • Priority status in hiring programmes undertaken by tourism interests and conservation agencies; • Priority status in licensing businesses to be operated in the parks or protected areas; and • Compilation of traditional knowledge and heritage values of the aboriginal societies by conservation jurisdictiol4 for the use both by communities themselves in strengthening their societal traditions and by conservation agencies in managing the protected areas in giving to its visitors a heightened appreciation of the traditional society (DEAT, 1996). Mvburgh and Saavman (1999) ar£ue that if tourism is to benefit community. it .. -- - '- '-- .." is essential for developers and planners to make a just and proper analysis ofthe economic. socio-economic, political and environmental impact of such 37 development and also to understand the impact thereof. Lack of planning can have a negative impact on the socio-cultural and economic environment The upliftment of local communities thus plays an important role in reaching sustainable community development. The planning and development processes should incorporate different stakeholders. These stakeholders are organizations within the established tourism industry; the government tourism bureau and natural resource agencies; non-governmental organizations (NGOs) especially those involved with business management and traditional cornmunity development; universities and other research organizations; and other committees including those with a history oftourism and those that are just beginning. Fennel (1999) highlights the principles which must be followed in order to help the co-operative efforts of the stakeholders. The co-operative efforts should focus on the following: • Build on the foundation oflocal culture; • Give responsibility to local people; • Consider returning of at least some of the protected areas to indigenous people; • Link: government development prograrrunes with protected areas; • Give priority to small scale local development; • Involve local people in preparing management plans; • Build conservation into the new national culture; and • Support diversity as a value (Fennel, 1999: 216). 38 Community development initiatives have a better chance of being accepted by local people ifdevelopers begin to acknowledge that different groups within the community want different things from the tourism industry. Indigenous people are also owners and managers of culture-based and other facilities. This fact should be acknowledged by project planners in any community-based tourism. Attractions, whether nature based or culture based, would not lead to community development if they exist in isolation. In order that the attractions benefit the community, they should first lead to further development of the destinations. Attention is now given to the importance ofattractions to a destination. 2.6 THE IMPORTANCE OF ATTRACTIONS TO A DESTINATION The importance ofattractions in the tourism industry is enormous. Swarbrooke, (1999), notes that attractions are the most important components in the tourism system. They are the main motivators for tourist trips and are the core of the tourism product. Without attractions there would be no need for other tourism services. Tourism as such would not exist ifit were not for attractions. From this fact, it becomes clear that attractions are important motivators for people to travel, with the tourist representing the demand side. Attractions also serve as a catalyst for the development of infrastructure at the supply side. This includes services and facilities to support the attractions; such as hotels, transport facilities, tour operators, and all associated job opportunities. The single most important factor relating to travel is an awareness of places to visit. Awareness creates a desire for the experience that a specific attraction 39 offers. Once the need has been created, certain measures can be implemented to satisfy the need. If people have the passion for wildlife, they must be made aware of the existence of wildlife at a certain destination, and the awareness creates the desire to visit that destination. Travel is often also induced by the desire to experience things that are different from those encountered during one's everyday existence. An example can be made of Gauteng tourists who visit the seaside during winter and summer holidays. Managers of attractions should strive towards making tourists aware of their attractions in the destinations. Awareness is made possible by the process of marketing. It is now important to look into how destinations could be marketed. 2.7 MARKETING DESTINATIONS Destination marketing is the most complex and challenging part of tourism marketing. The destination is the catalyst for all other industries in the tourism sector. UrJess the visitors want to go somewhere, the provision of transportation, accommodation facilities, restaurant facilities and entertainment, are absolutely pointless. Strategies have to be carefully formulated for destination marketing (Aronsson, 2000). Destination marketing strategy formulation should culminate in an overall strategy for the destination and provide the umbrella framework for the marketing strategies of the destination's respective business units, such as tour operators, resorts, hotels and entertainment facilities. Destination marketing strategy comprises decisions regarding the target markets that are focused on; the approaches utilized 10 position the destination relative to competitors: Lhe 40 formulation of appropriate marketing mixes; and the implementation of an appropriate structure to implement destination marketing strategies (Holloway, 1994). Key aspects ofdestination marketing are discussed below: 2.7.1 Deciding on a Target Market The establishment of more specific boundaries that define markets through appropriate market segmentation is necessary in order to analyze them and forecast future trends (Lubbe, 2003). Market segmentation is the process of dividing a total market such as all visitors, or a market sector such as holiday travel, into sub groups or segments for marketing and management purpose (Middleton and Clarke, 1998). The market is segmented to facilitate more cost effective marketing through the formulation, promotion and delivery ofpurpose designed products that identifY needs of target groups. Segmentation takes different forms. One type of segmentation is behavioural segmentation. According to this type, the market is segmented in terms of behaviour or characteristics of use of products that the customers exhibit. One example is the frequency of usage of products. Frequent users ofthe same product exhibit a characteristic known as product or brand loyalty. Loyal customers are attractive to producers. The reason for this is that a combination of high spending, high frequency and high loyalty would be the best reason for designing products and promotional campaigns aimed at securing and retaining these most valuable loyal customers. A high frequency ofbirdwatchers at Oribi Gorge would be the best ofreasons to import new types bird species (Lubbe, 2003). 41 Segmentation can be made through the information of age, sex, occupation and income grouping. lbis is demographic and sodo-economic segmentation. lbis information is obtained from booking offices and customer surveys in flight studies. The demographic characteristics are collectively known as customer profiles. Different age groups have different choices. Customers can be segmented according to customer profiles to determine and provide the needs which are common in a particular age group (Lubbe, 20(3). If most visitors who come to Oribi Gorge, bring their children along, the establishment of children's facilities, such as swimming pools, would be appropriate. Another form of segmentation IS psychographic segmentation whereby segmentation is made on the basis of individual's mental attitudes and psychological make-up. The reason for segmentirIg buyers on psychological dimension is the beliefthat common values among groups ofconsumers tend to determine their purchasing patterns. Some individuals are mentally predisposed to seek adventure, enjoy risks and active vacation. The links between attitudes, perceptions and actual buyer behaviour, combine to form the lifestyle which individuals adopt. An understanding of lifestyle of target customers has an advantage when formulating new products (Holloway, 1994). If many visitors to Oribi Gorge engage in adventure activities, it is proper to introduce new and more challenging activities. Segmentation can be geographic in terms of country, region, market area, urban or rural area where the visitors come from. This could be done by provision of activities or attractions which are unfamiliar in the visitors' country of origin. An example could be made of a situation where the destination hosts most 42 visitors from urban areas. The provision of attractions not common in urban areas would be appropriate in this situation. Once the target markets have been selected for the destination, a positioning strategy has to be developed relative to other similar tourism products offered by competing destinations or business units serving the same target markets (Holloway, 1994). 2.7.2 Destination Positioning Strategy Destination positioning is described as the ability to develop and communicate meaningful differences between the offerings ofthe particular destination and its business units, and those of the competitors serving the same target markets (Middleton and Clarke, 1998). Destination positioning entails identifying a set of competitive advantages, that is what makes the destination stand out from other destinations; selecting the right competitive advantage which gives the product an equally distinctive position in a market place. This means devising a marketing mix (Bennet and Strydo~ 2001). In Oribi Gorge the combination of different game and bird species gives this attraction a distinctive position. In addition to game and birds, this attraction also offers accommodation, which is not available in other reserves such as Mpenjati Game Reserve. Accommodation can be selected as one competitive advantage in communicating and delivering the chosen position. After choosing the target markets and developing positioning strategies, the next step in destination marketing is to develop and assist business units (tour operators, resorts, hotels, etcetera,) to develop one or more marketing mixes that support the destination's ability to compete in selected markets. 2.7.3 Destination Marketing Mix Strategy Marketing mix is viewed by Middleton and Clarke (1998) as referring to the mixture ofcontrollable variables that the ftrms use to pursue the sought level of sales in the target market. The four controls of marketing mix are product, place, price and promotion. The product does not only include the physical and salient attributes of the destination tourism offerings, but also includes the management of the destination's tourism product(s) over their life cycles; management of the development ofnew tourism products; and developing appropriate strategies. Place is concerned with distribution. It answers the question of what channels and institutions could be used to give the tourist the best access to the destination tourism product. Convenience of a destination includes direct mail to the homes of prospective customers, using free phone numbers and easy access to destinations via computerized reservation or booking system. Price must both satisfy the tourists and meet the proftt objectives of the respective units in the destinations. Promotion includes advertising, direct mailing, sales promotion, merchandising sales-force activities and h'1ternet communication. Promotion communicates the 44 benefits ofthe destination tourism offerings to the potential tourists and includes not only advertising, but also sales promotion, public relations and personal selling. No destination marketing mix variables should be considered in isolation from the others as their interaction and coherence produce a single total impact on the market (Middleton and Clarke, 1998). When looking for a long range strategy, it is important to begin the search by looking for a viable product, since the product strategy tends to be the primary variable that the other components support. The following sub-section outlines the major components of the marketing mix. 2.7.4 Product Strategy In the tourism destination context, the tourism product can be seen as a composite product, as an amalgam of attractions, transport, accommodation and entertainment (Lubbe, 2003). Each of these components is supplied by individual tourism business units such as hotels, restaurants, airlines or other suppliers and is offered directly to the tourist. These components fonn the total tourism product offering and experience. There are four levels ofproduct offerings. The core product is the main benefit consumers look for to satisfY their needs, such as the need to communicate and experience nature in the nature reserve. The facilitation is a combination of goods and services that must be present to enable the customer to purchase the product such as trails and rangers in nature reserves. The supporting products are extras not essentials but they add value to the core product, such as signs 45 which guide visitors in nature reserves. The augmented product combines what is offered with how it is offered, such as member training, attitudes and appearance. Branding is also important for the product. The focus is on 'communication which identifies particular products with a particular set of values, a unique name, image and expectations ofthe experience to be derived' (Middleton and Clarke, 1998:90). Ezemvelo KZN Wildlife's logo identifies all their products with nature conservation. Tourism business units should realize that they are interdependent and that they should work together to offer a total product that is attractive and satisfying, if they want to improve and expand their individual positions in the market place. 2.7.5 Pricing Strategy Price is the most visible variable to the tourists. Apart from being controllable by the tourism business units in the destinations, it is usually one of the most flexible variables. There are various pricing strategies that could be used in the marketing of destinations. These strategies are: marketing penetration which means setting low prices to penetrate the market and gain market share; product bundle pricing which means combining several products in package of bundle; discriminatory pricing which is based on difference in customer make-up, locations and time; and tactical pricing which is based on volume and time (peak and off peak) of 46 purchase. In parks and preserves, high prices could be set for offpeak periods and low prices for peak seasons. The pricing strategy advocated by a destination is largely determined by the target markets that are selected. It is important that the prices charged must be less or at least equal to the value promised and experiences by visitors. 2.7.6 Distribution Strategy The distribution strategy should be guided and structured by the destination marketing goals and objectives. The destination marketing organization (DMO) can play major roles in guiding and directing the intermediaries in the tourism channels to operate within the framework of the destination's vision, goals and objectives. The DMO can also play a meaningful informative role with regard to future trends, destination target markets, and the offerings of the tourism business units in the destinations. The DMO furthermore, can assist the components oftourism supply in the destination with the choice of appropriate distribution channels to reach the intended target markets. The DMO can also play a major role in continuously making distribution channels more aware of the benefits of selling the destination as well as their respective products (Bennet and Strydom, 2001). 2.7.7 Promotional Strategy An integrated promotional strategy, which is comprised of various promotion methods, must be developed. The promotion methods should be designed to 47 ensure that tourists in specific target markets receive the right messages and maintain a positive relationship with the destination and its tourism offerings. The most common forms of promotion strategies used are advertising, personal selling, publicity and sales promotion. Advertising can be a very cost-efficient promotional tool in that it can reach a large target market at a low cost per person. Advertising allows a destination to project a specific image to existing and potential tourists. Personal selling is aimed at one or perhaps few individuals ill instances where the objective is to influence intermediaries such as travel agents and tour operators. Publicity, which in not paid for, must be planned so that it is compatible with and supportive of other elements in the promotion mix. Sales promotion can be used to compliment and improve the effectiveness ofthe other destination promotional mix ingredients. A destination that is well-marketed is likely to attract more visitors. However, marketing alone cannot draw more visitors ifthe key players in the destinations do not play their respective roles as they should do. The following section focuses on the role ofkey players in the tourism industry. 2.8 ROLES OF KEY PLAYERS IN THE TOURISM INDUSTRY In South Africa, authority exists in the national, provincial and local levels. Elliot (1997) observes that governments are a fact in tourism and in the modem world. Various governmental structures and non-governmental structures have roles to play in the tourism industry. DEAT (1996) highlights the following key players without which the tourism industry would not function and would also not benefit the local communities. 48 2.8.1 The Government The national government plays key roles in the development and promotion of the tourism industry. At provincial level, the focus is much more on the implementation and application of national principles, objectives and policy guidelines, as appropriate to local conditions. The provinces have a major role to play in marketing and promoting their destinations. Generally, the roles of the national government in the tourism industry, as highlighted by the Department of Environmental Affairs and Tourism (DEAT, 1996), comprise facilitation, implementation, coordination, planning, policy making, regulation, monitoring, development and promotion. The provincial government has to develop a cornmon strategy for the internal marketing and promotion of South Africa, find international marketing efforts from private sector and coordinate the international marketing effort which is underpinned by effective participation of the province. Governments in provinces also have additional functions of land use planning, control of land use and land allocation. Local structures in the province have to provide and control public health and maintain tourist services, provide road signs, etcetera The government structures have to be put in place in order that the tourism industry becomes well established and contributes to the national economy. 2.8.2 The Private Sector Youell (1998) highlights that the collaborative ventures can help unite the multiplicity of interests t-lrrough all sectors ofthe diverse tourism industry. The private sector. therefore, has an important role to play in the further 49 development and promotion of the tourism industry.. The delivery of quality tourism is largely private sector responsibilities. The private sector is in a position to promote the involvement oflocal communities. The functions of the private sector are to invest in the tourism industry; to operate and manage tourism plant efficiently and profitability; to advertise and promote tourism services; to continually upgrade the skills ofthe workforce by providing training; and to satisfy customer needs by providing quality products and services. In essence, the roles of the private sector are two fold: to strive towards community involvement and to make profit from the tourism industry. The authorities of destination attractions cannot put local community involvement initiatives into practice, without the full assistance ofthe private sector. 2.8.3 The Local Communities The indigenous tourism ventures are, according to Hall and Lew (1998), a response to the spread of tourists into remote and marginal areas, including national parks, reserves and homelands which are living areas for many indigenous groups. Many communities and previously neglected groups pose significant tourism resources. The local communities, therefore, have significant roles to play in the development of the tourism industry in their areas. The communities cannot play their roles if they do not have a VOIce in the tourism structures. Communities should have representatives at national, provincial and local tourism structures. The communities have to maximize the 50 sharing of information and experiences, possibly facilitated through financial assistance by local governments. The communities have to encourage the radio and the print media to proactively provide tourism information and awareness to communities. The communities also have to secure the provision of craft training and other opportunities to expand the skill base ofrural communities. Communities, however, do not benefit from the tourism industry if the community leaders do not play an active role in securing the rightful position of their communities in the tourism industry. Because of the community's connection or ownership ofthe resources, their desires and expectations should be central to tourism development in that community. If tourism is wisely planned and if it includes the active involvement of the local community, the community can enjoy the advantages brought by tourism while experiencing ownership ofand control over the tourism development. 2.8.4 The Non-Governmental Organisations (NGOs) The NGOs, especially the environmentally and community based, have roles to play in the development and spread ofresponsible tourism practices. The NGOs can contribute to the development ofpolicies and plans for responsible tourism. These organizations can assist the government in developing the standards for responsible tourism and also assist the government, private sector and communities in implementing, monitoring and evaluating responsible tourism. The NGOs have major roles to play in attracting funding from tour agencies to develop specific community based tourism projects, thereby assisting the ...,government in conducting...... tourism and the tourism industrY•. at large.'- The NGOs 51 can assist the local community by delivering education, training and bridging courses to the local community. If destinations are well-marketed and the key players perform their duties appropriately, the tourism industry in a destination becomes well established A well-established tourism industry entails an influx oftourists to the destination. This influx has impacts on both the natural and cultural resource bases. The following sub-section deals with tourism impacts. 2.9 TOURISM IMPACTS Tourism has impacts on both the natural and the cultural resource bases. The natural environment is rapidly being destroyed or degraded because of over exploitation, pollution and habitat loss (Mathieson and Wall, 1987). Some of the natural resources have declined below the level of viability. Culture provides other kinds of tourism products thereby diversifYing what each destination has to offer. However, introducing tourists to rural culture, can give adverse impacts on the culture ofthe host community. This section focuses on tourism impacts on the natural and cultural resource bases. 2.9.1 Tourism Impacts on Natural Resources The topic of impacts on natural resources is wide and cannot be fully addressed in this study. Only a few impacts are discussed in this sub-section. The actions of tourists impact negatively on the vegetation in various ways. Tourists who collect flowers, plants and fungi, change the species composition of the natural vegetation. Sometimes tourists deliberately chop trees for tent poles and firewood and this removes younger trees from forests, which alters the age structure ofthe plant community. Furthermore, careless use offire in parks has caused major conflagrations in the forested regions. Excessive dumping of garbage which changes the nutrient status of soil can be ecologically damaging by blocking out air and light. Pedestrians and vehicular traffic impact directly on vegetation. Camping has similar effect to trampling as the construction of campsites involves the removal ofvegetation. Wildlife is also adversely affected by tourists' activities. Mathieson and Wall (1987) highlight the fact that activities oftourists often undermine the privacy of the animals and also disrupt feeding and breeding. Tourists enjoy observing a predator stalking and securing its kill. To see predators on the kill is considered to be the great moment of a safari. This behaviour undermines the privacy of the animal being observed. Drivers are often offered large sums of money to break park rules and chase animals. This behaviour has led to many young animals being separated from their mothers. Tourists, insisting on photography at close quarters, have scared birds away from their nests so that eggs and the young are abandoned or taken by predators. Visitors, who handle the creatures, have caused an increase in infant mortality. Development of trails through parks, in areas which were traditionally feeding and breeding areas, have forced wildlife to relocate. Wildlife is reduced by activities oftourists in parks. Indiscriminate hunting and fishing reduce the number of wildlife. Research has shown that, with an increase in vehicular traffic, there is also and increase in game loss through accidents near parks. Tourists' activities in mountain areas have impacts on wildlife. 'Mountains have attracted tourists for several centuries and have also been the location of large proportion ofNational and other Park developments' (Matheson and Wall, 1987: US). Mountain climbing and other forms of hunting are some of the mountain and upland recreation activities. Remote and inaccessible areas are now being opened to the influence of tourism. Wildlife migrates to these life zones in response to seasonal and climatic fluctuations and the availability of food. The diversity ofvegetation is ofgreat importance to mountain wildlife for both food and protection. Disruption of these life zones causes pronounced environmental effects. Animals seek refuge from storm on the lower slopes. As the timber line is pushed up the mountain, the margins of survival are greatly reduced. These impacts have led to the necessity of sustainable use of natural resources and the promotion of environmentally sustainable lifestyles. Environmental impact management has to be integrated with all the economic and development activities to achieve sustainable development with the emphasis on satisfYing needs and ensuring environmental sustainability (DEAT, 1997). 2.9.2 Socio-Cultural Impacts Tourism has been a major source of intercultural contacts. These contacts, in many tourist countries, have resulted in many socio-cultural changes. The reactions of hosts to these changes have been diverse, ranging from active resistance to complete adoption of western culture. Some of the consequences of these contacts are highlighted by Saayman (2002) and are discussed hereunder. 54 Many people in destinations believe that tourism facilitates undesirable activities such as gambling, drug abuse, crime and prostitution. These activities result in changes in local systems of values. Another fear is that crime increases as the tourists grow. Tourists are envied by poor residents. The increased number oftourists in a destination affects the residents' lifestyles. Values, ideologies and lifestyles come to be accepted by l()(,al residents. Some residents copy tourists' behaviour and attitudes. This influence results to the social tension between those adopting new values and those retaining a traditional way of life. Social dualism can result in a person who is partly westernized and partly holds on to traditional values. Another impact of tourism is that art, ceremonies, rituals, music and traditions can become marketable and lose relevance and symbolic meaning to the local people. The result may be lowering the dignity ofthe people and their culture, a deterioration of standards of local arts and crafts and a watering down of local music and ceremonies for mass tourism consumption. On the positive side, the tourist industry can lead to the revival ofcraft activities and cultural heritage of a destination. A sense of pride in one's country is promoted as tourists seek things not found elsewhere. Among other benefits of tourism to a destination is t.;at tourism broadens education as the tourists and host learn more of each other's culture and customs. Tourism plays an important role in the promotion of international peace t.hrough a better understanding that is created as a result ofthe contact between the host and the tourists. Tou..rism breaks do\\'I1 racial and cultural barriers. 55 This study therefore, investigates whether the tourists who visit the attractions at Oribi Gorge have the impacts on the indigenous communities of Bhobhoyi, Murchison and Izingolweni. The investigation also attempts to reveal whether such contacts, if they exist, are positive or negative. The negative impacts of tourism on natural and cultural resources have to be kept at minimal level. For this to happen, policies and legislations have to be put in place in order to control the behaviours of tourists at a destination. The following sub-section focuses on tourism related policies and legislation. 2.10 TOURISM POLICY AND LEGISLATION Policy serves as an action plan in the management of affairs. Policy is an overall high level plan that includes goals and procedures (WTO, 1997). Laws, rules and regulations, assist every individual and organizations to perform and act in a socially acceptable way, policy serves as a set ofaccepted principles and plans constituting a programme of action in the management of affairs. Laws, rules and regulations can thus be regarded as the parameters or the playing field within which the game must be played, and policy as the way in which the game is played (Lubbe, 2003). 2.10.1 Policv and the Government Structure Tourism policy is generally considered to be an area within a nation's economic policy. The formulations of tourism policy are the crucial responsibility of the government that wishes to develop tourism as an integral part of its economy_ W1'O (1997) highlights some of the issues that policy makers, legislators and administrators need to consider. 56 Tourism policy has to state the role oftourism in the economy. This involves the costs involved in the implementation for public authority, and the costs for tourism firms, tourists and host communities in changing their behaviour. Administration of tourism has to be considered in tourism policy formulation. This involves the simplicity and cost in time required to set up, administer, monitor and police specific policy instruments. Tourism policy also has to take into consideration the govermnent support for tourism which involves govermnent encouragement through information, education and general permission directed at tourism operators, tourists or communities in tourist areas. Finally, the policy has to take into consideration the tourism impacts which involve the kinds ofimpacts, both positive and negative, that tourism will have on the existing society, culture and environment. 2.10.2 Levels ofPolicy In South Africa, policies exist at national, provincial and local levels. At national level, the White Paper on Development of Tourism in South Africa (DEAT, 1997) provides a policy framework and guidelines for tourism development in the country. In South Africa the Interim Tourism Task Team (!TTI), which was appointed by the Minister of Environmental Affairs and Tourism in 1994, produced a Green Paper in September 1995. From this Green Paper, the White Paper on Development and Promotion of Tourism in South Africa was published. From the analysis it became clear that South Africa has not reached its potential as a tourist destination. The key constraints which were identified are inadequate resources and funding, tourism education, training and community involvement and deficient infrastructure. The \\'hite Paper addresses these constraints by highlighting objectives and success factors that are intended to abolish the constraints (DEAT, 1997). At provincial level, the policy is spelled out in a number of provincial White Papers (DEA, 1992; DEAT, 1991; DEAT, 1996; DEAT, 1997; DEAT, 1999). Up to 2001, only three provinces had published comprehensive policy documents (Lubbe, 2003). The Gauteng Tourism White Paper addresses matters such as tourism infrastructure; tourism training and education; tourism fmancing and investments; tourism and economic empowerment; tourism marketing and promotion; and safety and security. Policies also exist within organizations. The nature and type of policies developed and implemented vary according to size and nature of the enterprise. A small tourism agency is managed according to a number of basic rules and guidelines. A large local or international enterprise has a well-developed policy or set of policies and strategic plans. Large enterprises also have separate financial, human resources, marketing, trade, local and international trade policies that guide its decision-making and operations in each ofthese areas. 2.10.3 Tourism Related Legislation The government regulation plays a critical role in protecting tourists and enhancing their travel experiences in many ways including consumer protection laws and rules, fire safety laws, health and food safety regulations and competency standards. Only a few acts relevant to this study are discussed in this suO-section. 58 Tourism Act (72 of1999) makes provision for the promotion oftourism in South Africa. It caters for the maintenance and enhancement of standards offacilities and services, and coordinates and rationalizes activities in the tourism industry. A board with legal power is to be established to coordinate and facilitate the functioning oftourism industries. National Park Act (57 of1976) investigates all legislation relevant to national parks in South Africa. The purpose is to facilitate further development. The main sections include establishment of national parks by the minister; acquisition ofland to develop a park or extend an existing park; establishment of the National Parks Board; a fund for the acquisition of land; and penalties for transgressions. National Environmental Act (l07 of 1998) makes provIsion for cooperative environmental governance by establishing principles for decision making on matter affecting the environment. It further sets the scene for establishing institutions that will promote cooperative governance procedures for coordinating environmental functions exercised by the organs ofstate. KwaZulu-Natal Tourism Act, 1996 (as amended, including N02 of 2002) stipulates the functions of municipality local tourism operators and establishments for compliance with provincial policies and legislation; promotion, marketing and development of local tourism within the metropolitan or district municipal area; alignment of local marketing initiatives with provincial tourism marketing strategies; facilitation of the participation of local communities on the tourism industry; and securing equitable distribution of 59 local resources within the area of the metropolitan and local district municipalities. From the above-stated legislations, it becomes evident that the local community involvement initiatives are in the hands of the district municipalities. If the indigenous communities surrounding Oribi Gorge are not involved in the tourism industry in this area, Ugu District Municipality has to play a leading role in initiating and implementing the strategic plans and policies to involve these communities in this area (Oribi Gorge). 2.10.4 Implementation ofTourism Policv and Legislation One ofthe objectives ofpolicy and legislation is to regulate implementation and action. Tourism should contribute to the country's economy through generating income, attracting foreign investments and creating job opportunities. The White Paper on Tourism (DEAT 1996), describes the vision of tourism development in South Africa. A document entitled GEAR covers the objectives and guidelines for tourism development in South Africa. GEAR stands for Growth, Employment, and Redistribution. GEAR describes a series of objectives, projects and actions, role player, target dates and priorities. 2.11 CONCLUSION This chapter has outlined the role of attractions in promoting the tourism industry in destinations. The natural and cultural resource bases as attractions to tourists, have receives attention. The necessity of marketing in the tourism sector has been outlined. Finally, rules and regulations as tools for minimizing negative impacts of tourism have been discussed. By this theoretical 60 background it is believed that the reader finds it easy to understand how attractions and its related concepts fonn an important part of the tourism industry. The linkage between the tourist attractions to be found in the tourism industry and those in the Oribi gorge, carry an important message or objective for this research inquiry. One ofthese objectives is (a) to determine whether the level of utilisation and patronage ofvarious resource facilities as tourist attractions in the study area are of a reasonably allurement for the tourists. Alternatively, to investigate the different marketing strategies which are employed by the officials of Oribi Gorge and whether or not these strategies do reach the members ofthe local community and the tourists. Before getting into the actual analysis ofthe level ofutilisation and patronage of tourist attractions and marketing thereof, it is important to explore the physical setting of the study area and its attributes in tenns of facilities and activities available to make Oribi gorge significant tourist attraction that it is or may become. The next chapter is out to do just that. 61 CHAPTER THREE PHYSICAL SETTING OF THE STUDY 3.1 INTRODUCTION The objective ofthis chapter is to introduce the reader to the geographic location and the climatic conditions of the study area. The available recreation and tourism facilities together with the supporting services are fully described in the chapter. In the assessment of the study area as a tourist attraction, the geographic location is ofutmost importance ifwe want to establish whether this area is easily accessible to the tourists or visitors. The climatic conditions are important in determining whether seasonality plays a role in the level of patronage. In answering the question of whether this area has the potential to attract more tourists or visitors, we have to investigate the number ofrecreation and tourism facilities and the supporting services available in this area The investigation is done to establish whether the facilities are adequate or whether more facilities need to be developed for this area The availability offacilities and resources in this area will be compared with the levels of patronage and utilization of the resources in determining the potential of these resources in drawing more tourists to this area Focus will also be on whether these resource facilities do cater for the needs ofthe different population sectors as identified in this study area 62 3.2 mSTORICAL BACKGROUND The first Europeans immigrants to see Oribi Gorge, according to Ezemvelo KZN Wildlife (2003), were the crew and passengers of the Portuguese ship 'Nossa Senhora de Belen', which foundered near the mouth ofthe Umzikulwana River in July 1816. The crew remained in Kwazulu-Natal for seven months before continuing their voyage to Portugal. In August 1828, Henry Francis Fynn settled on the banks ofthe Umzimkulwana River. Mr H.C. Lugg , a Portuguese pioneer, came to know Oribi Flats area in 1839 and reported that game, especially Oribi, and birds, were abundant on the Flats between the Umzimkulu and Umzimkulwana Rivers (Ezemvelo KZN Wildlife, 2003). The gorge was named after the surrounding plains which, in turn, were named after the Oribi antelope. In 1907, a Gennan named Lehr and a number of Norwegians, moved from Marburg near Port Shepstone, to settle at Oribi Flats. Access to Oribi Flats at this time was only via Izingolweni, and to market their produce required a journey of some 100 kilometres to Port Shepstone. Lehr and Skorpen initiated the cutting of a footpath through the gorge to shorten the distance to Port Shepstone. In 1917, the footpath was widened, and a causeway was built across Urnzimkulwana River in 1920. In 1928, the Urnzimkulwana State Forest had been proclaimed and a present road through the reserve was completed in 1932. The road follows an old elephant track through the gorge. The road links Oribi present road links Oribi Gorge Nature Reserve with the auxiliary services on the eastern side of the gorge. In 1937, there were complaints about deforestation and erosion on the f 6:J' rime the river was approximately 6 metres deep at the confluence of the Urnzirnkulu and Urnzirnkulwana Rivers but is silted to about 1 metre in depth at present (http://www.oribigorge.co.za. 2006) Until 1937, the State Forest was under the control ofthe South African Police at Paddock. In 1938, the Assistant Forester, stationed at Weza, periodically visited the area on horseback. In 1943 the 'Bantu' Forest Guard was appointed to exercise better control over illegal felling of trees in the State Forest. The Department of Forestry agreed in 1949 that Major Eric von Puttkamer, in co operation with the South African Police and the Forest Guard, would oversee the forest on behalf ofthe Natal Parks, Game and Fish Preservation Board. Today Oribi Gorge Nature Reserve is under the control of Ezemvelo KZN Wildlife (http://www.oribigorge.co.za. 2006) 3.3 SITUATION AND PHYSICAL LANDSCAPE The study area is Oribi Gorge Nature Reserve and its surroundings. Oribi Gorge Nature Reserve is situated at 30 IS'S, 29 56'E. It is in the Southern Coast of KwaZulu-Natal, about 22 kilometres from the town of Port Sheptstone. Oribi Gorge is situated along the N2 road from Port Shepstone to Harding. The study area forms part of the Izinqoleni Municipality under Ugu District Municipality. In order to reach the gorge a right hand turn-off from the Harding road is found in the Murchison area. This turn-off leads to UMzikulwana River. Another right hand turn off is found in Paddock near the information office at Oribi Gorge Nature Reserve. Figure 3.1 shows the study area as distributed between the Origi Gorge physiographic feature and the Oribi Gorge Nature Reserve (http://www.oribigorge.co.za. 2006). 64 65 The Oribi Nature Reserve is centred on a 27 km long stretch ofthe gorge. The width of the gorge varies between half to one kilometre. A main tarred road winds down the sides ofthe gorge and crosses the river, allowing easy access to a large area ofthe nature reserve and greatly allowing access to fauna and flora. The Oribi Nature Reserve covers 1837 hectares and lies mostly within Umzimkulwana River. The Umzimkulwana River is a mature river with short shallow rapids and a few low waterfalls. The water is clear during winter but carries a silt load in summer. The flow ofthe perennial Umzimkulwana River is controlled by the Gilbert Eyles Dam, a few kilometers upstream from the reserve. In winter months, the tributaries ofthe Umzimkulwana River generally stop flowing. The altitude in the Oribi Nature Reserve ranges between 120 metres and 650 metres above the sea level. The highest point in the reserve is situated in the west of the reserve, at Hell's Gate and is 650 metres above the sea level. The lowest point in the reserve is found in the east and is 120 metres above the sea level. The top of the Oribi Gorge Pass is 480 metres above sea level while the road bridge over the river is approximately 200 meters above the sea level (http://www.oribigorge.co.za. 2006) The vegetation within the nature reserve is primarily coastal forests which covers the slopes. Grassland covers the plains area out ofthe Gorge, and is rich in various flora and fauna species. Lithoph)1ic communities are found on cliffs and rocky outcrops throughout the reserve. Due to abundant rainfall, the vegetation is evergreen throughout the year (http://ww\v.kznwildlife.com. 2006) 66 UGU DISTRICT MUNICIPALITY .~ FIGURE 3.2 Etnt:;:kwI1I STUDY AREAS £:do Cl ' elll KEY: Ugu_ l>nd 67 The Oribi Nature Reserve is bounded by private farms where the main crop is sugar cane, others are wattle trees, tea, coffee and vegetables. There are also dairy farmers in the area. There is little fencing around the reserve. The lack of fencing is due to the rugged terrain and compatibility of the nature reserve management practices and those ofthe many conservation minded neighbouring farmers Q:!tlp://www.oribigorge.co.za. 2006). Black indigenous communities inhabit the eastern, western and the southern parts of Oribi Gorge. On the eastern part the Black indigenous communities of Bhobhoyi and Murchison are found. These indigenous communities fall under Hibiscus Coast Municipality. On the western and the southern parts, the communities of KwaNyuswa and Izingolweni are respectively found. These communities fall under Izinqoleni Municipality. Both Hibiscus Coast and Izinqoleni Municipalities are parts ofUgu District as shown in Figure 3.2, which also depicts the surrounding indigenous community areas. As it will be seen later, the community members comprise only Africans who reside in informal settlements. The communities in this area are poverty stricken and are in dire need for employment opportunities. The involvement of these communities in the tourism industry in the study area would be a great fmancial relief for them. The wards of Bhobhoyi and Murchison fall under the tribal authority ofKwaNdwalane. Izingolweni falls under the tribal authority of KwaCele. The eastern part of Oribi Gorge, including the information office, falls in the area which is under KwaNdwalane. The western part of the study area including Oribi Gorge Nature Reserve falls under KwaCele tribal authority. Both of these wards have different claims over t.he area which forms Oribi Gorge. (http://w\\w.kmwildlife.com. 2006). 68 The different land claims over the study area necessitate that the tourism organisations should consist of communities from both wards. Such tourism organisations would assist with community involvement in the destination and also engage or promote tourism awareness campaigns. 3.4 CLIMATIC CONDITIONS The climatic conditions ofthe study area are important in determining whether climate as a factor has any influence on the level of tourism patronage in the study area. The influence would occur because climatic conditions impose one of the unyielding constraints, where outdoor activities are concerned. The rhythms ofthe seasons affect both the hours of daylight and the extent to which temperatures are conducive to participant comfort on the outdoors (Patmore, 1983). The climate of South Africa (Southern Hemisphere) is the reverse of the Northern Hemisphere. The spring and summer months are September to March, and the autumn and winter months are April to August. The warm Mozambique current which washes over the east coast of South Africa causes climatic variations which are characterized by hot summers and moderate winters. Oribi Gorge, in the south coast, has a sub-tropical climate throughout the year. The average temperature for summer is 28°C, and 23°C for winters, and the climate is humid. February is the hottest month and July is the coldest. The drv eastern coast where Oribi Gorge~ is situated has hot wet summers and warm . winters. Oribi Gorge does, however. receive winter cyclonic rains. Rainfall reaches the maximum in summer with an average ofabout 1200 mm per annum. 69 The South Westerly wind bears rain, while the common North easterlies do not. Berg winds seldom occur in this area The longest day is 14 hours 6 minutes and the shortest day is 10 hours 12 minutes. Direct light of shade is one ofthe main factors determining growth on the forest floor. The climatic conditions in this area make it more attractive in summer than in winter months. The attraction is mainly due to the vegetation which offers a scenic view and game is found in abundance in summer as compared to winter months when most animals hibernate (http://www.kznwildlife.com. 2006). 3.5 AVAILABLE RECREAnON AND TOURISM FACILITIES Any tourist destination should have recreation and tourist attractions. These recreation and tourist attractions should be easily accessible to the visitors, their utilization should be reasonably priced and they should offer a variety oftourist experiences in order to cater for different tourist needs. The Oribi Gorge and its surroundings is a peaceful area, abuzz with creative spirit. Oribi Gorge is the best known attraction in Kwa-Zulu-Natal South Coast, with a nature reserve famous for its wildlife and profusion of birds (Southern Explorer Association, 2005). The Gorge and its surroundings, therefore, qualify to a certain extent, as a tourist destination because there are a number of recreation facilities as well as accommodation facilities. The attractions motivate tourists to visit this destination. The following- recreation and tourism facilities are identified bv. the Southern Explorer Association (2005) and other publications. 70 3.5.1 The Gorge The Gorge offers spectacular view sites for those who want to just relax and drink. in the awesome scenery (Figure 3.3). The Gorge was formed millions of years as Umzimkulwana River flowed over the flat land surface and picked out fractures in the rock, gradually eroding them away and cutting deep into the earth's surface. At the base of the cliff there are rocks over millions of years old, while the cliffs themselves are formed from sandstone deposited about 365 million ofyears (Ugu Tourism Marketing Association, 2004). FIGURE 3.3 ORIBI GORGE Due to its inaccessibility, the gorge has remained untouched by man and has more than 500 plant species. The gorge contains a wealth of semi-deciduous forests criss-crossed with antelope paths. The flowering plants deep in the Gorge provide an enormous range ofcolours from scarlet red to azure blue. The grandeur and spectacular scenery ofthe gorge is the outcome ofthe more recent earth movements which has followed the same river course, giving South Africa one of its most interesting, accessible and beautiful areas in the south coast region. Field rangers are always on patrol or at the picnic sites to assist tourists who might have problems when they are walking along the trails. (http://www.kznwildlife.com. 2006) 71 3.5.2 Self-Guided Trails The self-guided trails are found in the nature reserve and these trails offer tourists the opportunities to walk in the peaceful area and experience the natural beauty of the vegetation. Walking in the trails enables the tourists to see the wildlife which graze in the flat area which makes up Oribi Gorge. Figure 3.4 depicts these self-guided trails as identified by Ezemvelo KZN Wildlife. FIGURE 3.4 ORIBIGORGE NATURE RESER~ / ----- .----,--.-..,., -~-/ ~---'-. -~-- ~ . ------~-./ ---..- - I I , · ·• ...... · -. · ...... ,.-. · ·· .' · ------,--)- T2 (a) Baboon Walk is 1 km walk which winds its way through grassland to a viewpoint above the Gorge and returns through coastal forest. The first half of the walk is flat but the path drops steeply into the forest after the viewpoint. The descent is well stepped and the climb out of the forest is gradual. The walk takes no longer than halfan hour. The path forks just before you reach the forest. The left fork leads to a vantage point about 50 meters from the main path. The Baboonspruit walk takes its name from the chacma baboon, which can occasionally be seen foraging on the opposite slope. (b) Umziki Walk: Can be started either below the camp or at the picnic sites or at the bottom of the Gorge. The circular trail is about 9 km in length and takes about five hours to complete. From the camp, the first part of the walk follows the top ofthe gorge to above the main picnic sites. The first part ofthe walk is fairly level with only steep sections of the path between the top of the Gorge and the river below. The section of the trail from the river to the camp follows the tarred road. (c) The uphill walk: Leads to a fire place with seating. From the fire place, hikers have a breathtaking view ofthe gorge and the surrounding farms. In the distance and slightly to the left, the Yengele mountains, near Harding, can be seen. The Urnzimkulwana river flov,ing through the gorge below, rises to these mountains. The samango stream is perennial, although it has been known to dry up under severe drought conditions. The crystal clear water is enjoyed by man and beast alike. The water maintains its clarity due to sound catchment's conservation principles upstream. 7'.,J The common reedbuck or umziki (Zulu) is the antelope from which this walk takes its name. Hikers may be fortunate enough to see these reedbucks lying in the grass along this part ofthe walk. They graze during early morning and late afternoon and are found singly or in small groups. These reedbucks produce a shrill bird-like whistle when alarmed. Halfway along the road back to the camp, hikers are able to rest at the picnic tables found at the roadside. Within the first right hand bend in the road above this picnic site, is a very tall fluted milkwood tree (chrysophyllum viridifolium). Along one of the lateral branches, is a large crowned eagle (stephanoaetus coronatus) nest. A resident pair ofcrowned eagles successfully raised chicks in this nest during 1992, 1994 and 1995. (d) Samango Walk: Is a short 1 km walk which takes not longer than one hour, including a rest or a swim at the foot ofthe hills. The walk has two parts: the first is a level section above and parallel to the road and the second is short, steep climb up to the waterfall. The walk takes its name from the samango monkey (cercopitheous albogularis). Samango monkeys have a variety of calls including a bird-like whistle and a loud drawn-out boom. Due to human development in the east coast, the habitat of the samango monkey has been destroyed. Surviving populations now occur mostly in protected areas such as Oribi Gorge. At the falls the sound of flowing water provides one of the most relaxing experiences. Hikers can sit and rest on the rocks or cool off in the pool below the falls in summer. 74 (e) Nkonka Walk: Is a 6 km round trip. The walk follows the south bank of the Umzimkulu river for about 3 km and return long the same path. The trail takes its name from the Zulu word (Nkonka) for male bushbuck (tragelaphus scriptus). Upon the steep slopes ofthe gorge, the common large antelope is the secretive bushbuck. Bushbuck usually occurs singularly or in pairs and the males have territories which they defend against other intruding males. Otters are also found along the Umzimkulwana river. Otters can be regarded as an indicator species. The fact that they still occur along this river indicates that the river system is still in good condition. Otter droppings can be seen upon some flat rocks along the river. The vegetation along the walk includes the bronze paper commiphora which is characterized by the paper-like peeling bark. Another usual feature of this tree is the green coloured bark which is typical of the commiphora genus. Another plant is the prickly pear which is an invasive alien. It was introduced as fodder for sheep on the Karroo, but has now spread throughout the country and is considered a major problem plant species. (e) Hoepoe Walk: Begins opposite the ablution block at the main picnic site. It is a reasonably level walk, which meanders through coastal indigenous forest, upstream between majestic sandstone cliffs. The trail branches off to the right and up the Mbabala (female bushbuck) stream, to where Hoepoe Falls cascade into and inviting pool in which hikers can swim. It is 7 km round trip and takes approximately 5 hours. 75 Across Mbabala s1:ream, there are cement stone cairns. The path opposite the bank follows the Mbabala stream on the right hand side. The area around here has a high concentration of bushbuck because it is suitable habitat providing refuge, food and water. At this point on your return journey you will meet the river and keep right following the river. The antelope, from which the gorge takes its name, is the Oribi (ourebia ourebi). The antelope is found on this walk. Oribi favours open grassland and at present are found on the northern side ofthe gorge. Oribi occur singularly or in small family groups. 3.5.3 Game Species Presently game can only be watched in Eland Game Reserve. Game is also found in Oribi Gorge Nature Reserve. The game in the nature reserve is not kept in a fenced area but the game can be seen foraging in the flat area which constitutes the nature reserve. FIGURE 3.5: ZEBRA IN LAKE ELAND 76 Bushveld, grassland, wetlands and coastal forest are four distinct ecosystems that provide tourists and visitors with unique opportunity of viewing game at Eland Game Reserve. Diverse animals such as giraffe and blue duiker, herds of plains game such as zebra, wildebeest, eland, shy mountain reedbuck and the elusive bushbuck can be viewed in close proximity in this game reserve, which is situated in the western side ofthe nature reserve. 3.5.4. Birding The Oribi Gorge is renowned in birding circles as one ofthe best places to find Knysna Woodpecker in Kwa-Zulu Natal (Alan, 1998). The Oribi Gorge offers the avid birder much more than just this single attraction. The total list of bird species in 1998, according to Alan (1998), for the reserve numbered 230, comprising mainly birds characteristic offorest, woodland, grassland and rivers. FIGURE 3.6 THE KNYSNA WOODPECKER Forest birds present, include Chorister Robin, Cape Batis, Southern Boubon, Olive Bush Shrike, Lesser Double-collared Sunbird, Swee Waxbill, Forest Canary, to mention but a few. 77 The abundance oftall cliffs in the Nature Reserve makes it a paradise for cliff nesting birds of prey and swifts. Oribi Gorge is an excellent site for Cape Vultures, which regularly roost on the cliff and can often be seen soaring over the gorge. A nearby farmer has established a 'vulture restaurant' where livestock carcasses are put out for the birds, further increasing the attractiveness ofthe area for this threatened and endemic scavenger. 3.5.5 Other Facilities Other facilities include tea garden, curio shop, picnic areas, braai spots, 4X4 tracks, tent sites and charter plane, view sites, caravanning and camping. 3.6 ADVENTURE ACTIVITIES Lubbe (2003), differentiates between soft and hard adventure. Soft adventure refers to the type of adventure which is less active, transport is often not powered by human beings and participants have a comfortable accommodation. Soft adventure, tourism is growing most rapidly. Hard adventure is very active, transport is usually human powered, may also involve a level of risk and requires certain skills. Participants in hard adventure tourism stay in remote accommodation with few facilities. Examples ofhard adventure tourism include white-water rafting, canyoning, bungee jumping and rock climbing. Adventure tourism is ultimately decided by the tourist. Oribi Gorge offers a wide variety of hard and soft adventure activities. The types of adventure tourism offered at Oribi Gorge are commonly knov,m a 'Wild Five'. They include activities such as the Off-Road Go-carts, Wild Swing, Wild Slide, Wild Abseil, Guided Mountain Bike Trail, Scenic Horse Trails, Paintball Challenge and Teambuilding Facilitation. 78 FIGURE 3.7 ABSEll.JNG IN ORIBI GORGE The edge of the gorge has been turned into an extreme adventure hotspot, with the world's highest abseil alongside a waterfall (Figure 3.7). A monumental gorge swing and slide require adventures to leap offthe cliffs some 160 meters above the gorge floor (Southern Explorer, 2(05). FIGURE 3.8 WffiTE WATER RAFTING -~~-. L- --' White water rafting, through the gorge with challenging grade three rapids to negotiate, is offered in the rainy season when the water is full. The river 79 provides white rafters with the adrenalin rush second to none (Ugu Tourism Marketing Association, 2004). The Gorge offers spectacular hiking and mountain biking, as well as view sites that are easily accessible for those who want to just relax and drink in the awesome scenery. Light plane flips can be arranged. Other activities include horse riding, fresh water fishing, day and night drives, canoeing and 4x4 track driving, wild slide, guided mountain bike trail and scenic horse trails. Other activities which are not adventure activities include paintball challenge and teambuilding facilitation. Adventure activities at Oribi Gorge are commonly known ads the Wild Five. 3.7 ACCOMMODAnON The Oribi Gorge offers a variety of accommodation facilities. The accommodation facilities include the nature reserve hutted camps, oribi gorge hotel and guest farms. Campsites also offer camping facilities for the tourists who wish to use this type ofaccommodation. 3.7.1 Nature Reserve Hutted Camps The camp is scenically situated at the edge of the Gorge and is well laid out in a natural garden rich in indigenous plants. The camp comprises three four-bed and th.ree two bed chalets, with en-suite half bathrooms. A seven-bed self contained cottage can also be booked. Tented camping can also be arranged through the camp manager. The chalets and self-contained cottage are self catering accornmodation facilities. Campsites are also available for tourists who want to use this facility. 80 3.7.2 Oribi Gorge Hotel The rugged terrain ofthe Oribi Gorge would make the availability of hotel and conference centre to be an unexpected facility in the area Yet the opposite to this fact is true. FIGURE 3.9: ORIBI GORGE HOTEL The Oribi Gorge conference hotel is located near the rim ofthe gorge. The hotel has 18 bedrooms, two fully equipped conference rooms, a cosy pub, a terrace tea garden and a restaurant The stylish accommodation has en-suite bathrooms with showers, TVs, ceiling fans and facilities for making coffee. The conference centre is able to cater for conferences and team groups of 60 delegates or 120 delegates for day conferences, making it the ideal venue for corporate functions. 3.7.3 Guest Farms There are two guest farms in Oribi Gorge, which offer additional accommodation. They are Oribi Gorge Guest Farm and Kunata Guest Farm. Oribi Gorge Guest Farm comprises of Shuttleworth House which sleeps 10 81 guests and Nerrily cottage which sleeps 8 guests. Both guest farms are fully self-contained and serviced daily. Kunata Guest Fann is a Bed and Breakfast accommodation facility. The kunata Guest Fann also has a craft shop which offers assorted African decor, curios, and preserves. 3.8 OTHER SUPPORT SERVICES Oribi Gorge is blessed with three coffee shops which allow the visitors to enjoy refreshments on their way to view sites. The coffee shops allow visitors to enjoy the beautiful view while relaxing. The coffee shops are owned by private owners. Food and drink are served in these coffee shops. The availability ofthe refreshments in the coffee shop aid tourists who are using the accommodation in Oribi Gorge Nature Reserve since these accommodation facilities are self catering. 3.8.1 Leopard Rock Coffee Shop The coffee shop is situated above the Urnzimkulu River, which offers a panoramic view ofthe lime rock structures in this area. The coffee shop serves homemade breakfast, light lunches, cakes and milktart. There are several coffee shops in study area Their relative abundance makes the coffee shop business a lucrative enterprise in the study area 3.8.2 Thornton Coffee The coffee shop is beautifully laid out with well-established, magnificent trees, striking aloes and densely planted beds. The coffee shop offers fresWy brewed coffee within a wild and rugged environment. The coffee shop comes as a great relief to a tourist who has been on a tough and challenging hiking trail. 82 3.8.3 Echo Valley Coffee This coffee shop offers different types of coffee with light meal, a lUllque fondue or a raclette. This establishment also has a curio shop which allows tourists to buy curios which they take home as souvenirs. The coffee shop as such is a necessary convenience for tourists to be found in an extremely rugged environment. 3.8.4 Information Centre The information centre is situated next to Urnzikwana River alongside the bridge. It is manned by two personnel whose duties are to supply information to tourists who are visiting Oribi Gorge. The centre also has information brochures which have information of the tourist destinations in the south coast. The personnel in the centre also aid the tourists who wish to be guided through the trails of the reserve. The centre also has information on the available transport servIces. 3.9 CONCLUSION Taking into account the number of available recreation and tourism facilities, and the support services, as highlighted in this chapter, a conclusion can be drawn that Oribi Gorge qualifies to be a tourist destination. The question of whether the afore-mentioned facilities are well developed and whether they are of good quality can only be answered through investigating the perceptions and expectations of visitors, officials and service providers in this area. The next chapter, Chapter Four, attempts to explain the scientific methods used to carry out the investigation. These include the study design, construction of the 83 research instrument, the collection ofdata, and the analysis and interpretation of data used by the researcher in this study. 84 CHAPTER FOUR RESEARCH MEmODOLOGY 4.1 INTRODUCTION The tourism industry is, directly or indirectly, part of the fabric of most of the world's industries, including transportation, retailing, advertising, sports, sporting goods and equipment, the food industry and health care (McIntosh et al., 1995). In this way the tourism industry affects most people in their daily lives. In other words, tourism affects various groups that participate in the industry. The perspectives of these population groups are vital to the development ofa comprehensive tourism industry. The tourists seek psychic and physical experience and satisfaction. Destinations like Oribi Gorge have to offer these satisfying experiences. The business people see tourism as an opportunity to make profit by supplying goods and services that the tourist market demand. The presence of many tourists in Oribi Gorge generates the much needed profit for the business people. The politicians in the host community view tourism as a wealth factor. Ugu District Municipality officials view the presence of tourists in Oribi Gorge as the wealth factor as these tourists bring incomes to the citizens. The host community sees tourism as a cultural and employment factor. The local il1digenous communities surrounding Oribi Gorge expect to interact with the tourists visiting Oribi Gorge and these communities also expect employment opportunities in the study area. 85 Taking into account the number of different population groups affected by the tourism industry and their perceptions and expectations ofthe tourism industry, it is worthwhile to assess tourist destinations in terms of tourist satisfaction, perceptions of the business sector, as well as the expectations of the host communities. It is also logical that the methodology used to assess these population groups should involve an in-depth investigation oftheir perception of the available facilities and activities in the study area. The investigation is done to ascertain whether these facilities and activities do meet the expectations ofthe tourists and other stakeholders. This chapter therefore, highlights the methodology used in this study. The following section deals with the research design of this study. The research design shows the steps that were followed in carrying out this research project. 4.2 RESEARCH DESIGN The research design refers to a strategic framework for action that serves as a bridge between research questions and the execution or implementation of the research (Durheim and Terre Blanche, 1999). The research design guides the arrangement of conditions for collection of data in a manner that aims to combine relevance to the research purpose with economy in procedure. The research design used in this study is non-experimental design in which there is no manipulation of conditions. The non-experimental design used in this study is the survey correlation design in which there is no planned intervention and no random assignment of research palticipants into groups consisting of different levels of dependent and independent variables (Wellman and Kruger, 86 1999). In survey/correlation design the researcher examines the relationship which occurs between two or more variables. FIGURE 4.1 STEPS IN SURVEY RESEARCH Planning the survey content Reviewing the literature and for Observing and interviewing Organizational Members formulating hypothesis about the Problem (visiting Oribi Gorge) ~ Sampling Plan (choosing the sample) ~ Questionnaire Construction Administration Pilot Test ~ Arrangements for Data Collection (Distribution points identified) 1 Coding open Ended Questions Computerized Data Editing Data (analysis using computer) ~ Data analysis and report writing answering Original Questionnaires (use ofgraphs) + Feedback to sponsor and submission to stakeholders (Final report) [Source: Adapted from: Welman and Kruger (1999)] Figure 4.1 shows the suggested steps which have to be followed when doing the research project. An attempt has been made to adhere to the suggested steps in this study. Firstly. the planning of the research was made through reading journals and magazines such as the Southern Explorer. which have articles on 87 the study area Observations were made through visiting the study area. It was through visiting the study area that the sample plan was made based on the number ofservice providers, officials and peak seasons on which there are many visitors in the study area. Questionnaires were then constructed and administered on a limited number of respondents. Data was collected through person-to-person interviews or by leaving the questionnaires at specified distribution points for respondents to complete. The questionnaires were later collected by the researcher. Questions were then coded and run through the computer for analysis. The final report was written based on the analysed data. Finally, the report was submitted to the co-supervisor for final approval. The fmalised report was then submitted to the stakeholders such as Ugu District Municipality and authorities ofEzemvelo KZN Wildlife. 4.3 POPULATION AND SAMPLE SIZE Samples for this study were drawn from the population sectors that are directly or indirectly related to the study area. These population segments are tourists visiting Oribi Gorge, officials ofEzemvelo KZN Wildlife, service providers and indigenous community members surrounding the study area. To obtain the population size of Ugu District Municipality, the population census of 2001 (Statistics South Africa, 2004) was consulted. The statistics show that the Black population within Ugu District Municipality consists of 572 160 persons. Ugu District Municipality is made up of six municipalities which are Hibiscus Coast, Izinqoleni, UmziwabaTltu, Vulamehlo, Umzumbe and, Umdoni municipalities. To obtain the number of people in each municipality, 572 160 persons were divided by 6 to obtain 95 360 persons for each municipality. Presuming that the sample is homogenous. it was determined that 300 respondents would constitute 88 an adequate sample size. The sample size ofn=300 is greater than five percent representative sample. It was decided to use the representative sample that is greater than one percent in order to accommodate the demographic changes that have occurred over the period from year 2001 to year 2005. The sample size of n=300 was further stratified according to gender of 135 males and 165 females to obtain the 45:55 ratio. A sample of 105 tourists was obtained on site. The researcher relied on the tourists who were on the destination (Oribi Gorge) during the field work. The field work was conducted between September and October months of 2006, in accordance with the visitors' record book which revealed an increased level of patronage in summer months and a decline in the level of patronage in winter months. Furthermore, a total number of 15 Ezemvelo KZN Wildlife officials and 09 service providers were identified in the study area Since the total could be easily managed by the researcher, it was decided to interview all the service providers and all the officials of Ezemvelo KZN Wildlife, in the study area. It was also easy to reach these interviewees as they were always at their respective posts. Sampling, however, is never accurate. The inaccuracy stems from two types of errors, which are chance factors and bias in selection. Chance factors occur when one element and not another, has been included in the sample. Bias in selection arises from faulty techniques (Bless and Higson-Smith, 2000). Even though the correct sampling methods have been chosen, it may not be implemented correctly because ofunexpected difficulties. 89 In order to avoid shortcomings for this study, person-to-person interviews were often used. The personal interviews allowed the interviewee to supply more information which aided the researcher to identify those elements which might have not been included in the questionnaires. 4.4 INSTRUMENT CONSTRUCTION The process used for the instrument construction in this study is called research study operationalisation. In operationalising the study, the sample population from which items are selected to construct the instrument, is performed in an exhaustive manner with regard to the variables being investigated. Secondly, categories used in the questionnaires meet the criterion of undimensionality, which means that a single scale is not used to measure two or three different dimensions or aspects ofa phenomenon (Mouton, 1996). The variables selected for 'personal data' are race, age, gender, educational qualification, occupation, area of residence, status and period of residence. These variables are useful in establishing the rate of patronage among various age groups and among different races. Tourism information in Section 2 of the questionnaire designed for tourists, consists of variables such as attractions visited, physical conditions of facilities, types of accommodation used and attractions and services which tourists would like to see develop in the study area These variables are essential to establish the connection between the level of patronage and the physical conditions of the facilities as well as services available in the study area. 90 Section 2 of the questionnaires for indigenous communities focuses on perceptions and expectations [refer to Appendix D]. Variables used are benefits sought, expectations, community involvement and frequency of facility usage. The variables are used to show the level of community awareness and involvement in the study area. In section 2 of the questionnaire for service providers, respondents are asked about the types of services they provide and whether or not their services are well-patronised. Respondents are also asked about other facilities they would develop ifthey had fmancial resources. The section aims to reveal the feelings regarding further development ofthe study area. The section on 'contact with tourists' investigates the frequency of officials' contact with the tourists and also the development changes they would like to see in Oribi Gorge. Section 3 investigates the future development plans of Ezemvelo KZN Wildlife and what changes the officials would initiate if they were given the opportunities. The section aims to reveal the officials feelings regarding further development ofOribi Gorge. Most questionnaires were pre - coded, however, some were coded after responses were received from all subjects. The coding was done with the assistance of the Microsoft Excel programme. This process made it easier to analyse data using this programme, since it was more amenable to analysing numerical data. In coding some answers or variables in the questiormaire, care was taken to match the responses with the appropriate number of the question. For example. each of the six possible answers to Question 8 of Ezemvelo KZN Wildlife officials. were assigned numbers varying from 01 to 06. For questions 91 in which the respondents could give more than one answer, such a question is broken down into sub-sections. For instance, question 13 ofthe Ezemvelo KZN Wildlife officials, was broken down into sub-sections l3(a) to l3(d). If the respondent had put a tick against 13(a) and l3(c), then responses were entered into the Excel programme as (01) for 13(a) and l3(c). For the missing answers, in l3(b) and l3(d), (02) was entered into the Excel programme to indicate that the respondent did not attend to the question. In cases where (02) is also a sub variable, (0) is used to indicate the missing answer or data. For open-ended questions, answers were categorised and given various codes for identical responses. For example, in question 28 of Ezemvelo KZN Wildlife officials, the collective responses were categorized and coded as follows: poor marketing strategies 28(a); poor facilities 28(b); lack ofcommunity involvement 28(c); and so on. This section has attempted to describe how the questionnaires for this study were constructed, as well as how various questions were coded. It is important to state that the questionnaires were only used after they were tested for validity and reliability on the pilot study. The next section describes how the pilot survey was conducted. 4.5 PILOT WORK The pilot study was conducted on a limited number of subjects from the same population for which the research project was intended. The purpose ofthe pilot study was to detect possible flaws in the measurement procedures, to identifY unclear or ambiguously formulated items and to allow the researcher to notice 92 non-verbal behaviour (on the part of the participant), which possibly may signify discomfort or embarrassment about the content ofthe question (Welman and Kruger, 1999). The pilot study was conducted on 10 community members residing at Bhobhoyi, 10 visitors at Oribi Gorge, 2 Ezemvelo KZN Wildlife officials and 2 service providers in the study area. Because ofthe limited number of Ezemvelo KZN Wildlife officials and service providers in the study area, only 2 respondents for each of these population-sample groups were considered adequate for the pilot study. The pilot study questionnaire format for tourists, local communities and service providers were divided into two sections, whereas those of the officials were divided into three sections. These sections consisted of (a) demographic characteristics of the respondents, such as gender, age, education and occupation; (b) perceptions or preferences pertaining to tourism, recreation and leisure facilities; and (c) supplying of statements of opinion regarding the development ofthe Oribi Gorge. In conducting personal interviews for the pilot survey, respondents were expected to provide adequate and appropriate responses and explanations or clarifications to the researcher (Struwig and Stead, 200I). Some ofthe results of the pilot study indicated that (a) the questions were relatively well-understood by a significant majority ofthe respondents; (b) the posed questions did not vary significantly from each population-sample group; (c) very few unclear or ambiguously formulated items were detected in the questionnaires: (d) minimum flaws were detected in the numerical representation of responses; and finally (e) there were no adverse non-verbal behavioural cues which made the respondents uneasy and anxious about responding to the questions. It was then concluded that the pilot work of this study has helped the researcher in identifYing difficulties inherent in the research methodology. Furthermore, the pilot has helped to investigate the accuracy and appropriateness of the instrument (questionnaires) used, and also to determine the respondents' likely responses to the actual programme when it was implemented. 4.6 QUESTIONNAIRE MODIFICATION The flaws which were identified in the pilot survey necessitated that adaptations to the main survey instrument be made, so that accuracy and appropriateness of the final questionnaire formats could be ensured. Some ofthe adaptations made are presented below. After the pilot study was completed, the age interval or range of 5, were changed to 10. The change reduced the number ofvariables from 8 to 4 and this helped the researcher to have fewer variables in the analysis process. The education variable was adjusted to cluster 'technikon' and 'university' under tertiary education. Some questions were found to be ambiguous and were changed, for example, the phrase 'from which region?' was changed to 'from which province or country? 4.7 COLLECTION OF DATA During the process of data collection, the researcher followed number of methodological criteria. The criteria Lnc!ude suspension of personal prejudices 94 and biases, systematic and accurate recording of responses, establishment of trust and rapport with the interviewee and creating optimal conditions in terms oflocation or setting for the collection ofdata (Mouton, 1996). To collect data from local indigenous communities, personal interviews were conducted. The researcher interviewed 300 members ofthe local communities. The community members were interviewed in their homes, shopping centres and community gatherings. A total number of 15 officials were interviewed at their quarters after working hours. In conducting the personal interviews, anonymity and confidentiality were guaranteed. In assuring confidentiality, interviewees were informed that the data would only be used for research purposes. Anonymity was assured by omitting the names of the respondents from the questionnaires. Self-administered questionnaires were used to collect data from 09 service providers in the study area. Questionnaires were left with service providers to complete during their spare time and were collected after two days. The practical method of data collection from about 105 visitors or tourists was as follows: three distribution points were identified. The distribution points were Oribi Gorge Nature Reserve, Leopard Rock Coffee Shop and Eland Game Reserve. The hospitality manager at Oribi Gorge Nature Reserve and the owners of the game reserve and the coffee shop were asked to hand the questionnaires to the visitors on their arrival. After self-administering the questionnaires, the visitors [tourists] would leave the completed questionnaires at the reception office on their departure. AJthough 100 questionnaires were put in each ofthe three distribution points, only 15 were returned from Oribi Gorge Nature Reserve, 10 from Lake Eland and 80 from Leopard Rock Coffee Shop, adding up to 105 tourists. The completed questionnaires were categorised. 95 coded and analysed using the computer programmes available at the Centre for Recreation and Tourism, University ofZululand. 4.8 ANALYSIS OF DATA The data was analysed using the Statistical Package for Social Sciences (SPSS) programme, available at the University of Zululand. The data was keyed in using the Microsoft Excel, which was later transferred to SPSS programme for further statistical analysis. The SPSS record has two major parts. The fIrst part ofthe record has an SPSS command name such as data list, frequencies, value labels and so on. The second co=and records specification such as race and sex. To examine the relationship between variables, the cross-tabulation commands were used, which produced a relationship between two variables. A brief explanation of the technique used in Statistics Package for Social Science is given. The results ofthe SPSS chi-square calculation give the value of the degree 0 freedom (df); level of signifIcance (Asymp. Sign); and the chi square value (xz). In Social Sciences the level ofconfidence (0.05) is chosen as the cut-off point to determine whether the relationship between the variables exists or does not exist. The degree of freedom (df) is used to read across the value of the tabled chi-square values under 0.05 level of confidence. If the calculated chi-square value is less than the tabled chi-square value, and the calculated level ofconfIdence (AS)IDP- Sign) is higher than 0.05; then the result indicates that there is no relationship between the variables. The cross tabulated data is then interpreted. 96 4.9 INTERPRETATION OF DATA Data analysis and interpretation are done in Chapter Five. To interpret the data, the topic to be interpreted is first introduced through making a short reference to the objective that is related to the hypothesis that is to be assessed. The collected data which is now arranged in tabular form or graphics, enabled the researcher to make inferences based on the evidence that is depicted in the diagrams. Finally, an interpretation is concluded by accepting or rejecting the hypothesis, as well as giving some justifications for the outcome. 4.10 CONCLUSION This chapter has described the field research methodology used in this study. The research design was explained by describing the population and sample size, instrument construction, pilot work, modulation and coding of the questionnaires. The methods of data analysis using the Statistical Package for Social Sciences (SPSS) were fully described. The methodology used should be seen as a chain and each link is essential to attain the research goal. Each stage is built on the preceding one. The research methodology used in this study has helped in revealing how the research was designed to attain the valid results. The next chapter deals with the analysis and interpretation of the actual data described in this very section. 97 CHAPTER FIVE ANALYSIS AND INTERPRETATION OF DATA 5.1 INTRODUCTION In this chapter the responses of the subjects obtained during data collection is analysed and interpreted. The data to be analysed and interpreted is presented in graphics such as histograms, pie charts and linear graphs. The data is analysed so that the researcher can detect patterns within the data such as similarities and dissimilarities or patterns ofinteraction and events that are generally common to the research problems. Interpretation is an attempt to determine the process through which the assumed cause is related to what we take to be its effect (Hyman, 1955). The outcome of the interpretation is certain conclusions which must follow logically from the evidence if it is to be regarded as 'valid' conclusions (Mouton, 1996). The results obtained from analysis and interpretation of data provides feedback on the tenability or amenability ofthe original research hypotheses. The results of the analysis and interpretation also lead to either the rejection or acceptance ofthe hypotheses. It should be noted, however, that even ifthe results obtained from the analysis and interpretation are in agreement with the hypotheses. this does not necessa.."ily mean L~at the theory is finally and irrefutably proven to be correct, but is only provisionally supported as there is no other theory which may explain the results obtained (Bless and Higson-Smith, 2000). 98 The data that is analysed and interpreted in this chapter was collected from four population sectors which are: the tourists; Ezemvelo KZN Wildlife officials; service providers; and local indigenous communities. The selection of these population sectors is aimed at answering questions related to the tourist destination of Oribi Gorge. In tackling the analysis and interpretation process, an attempt is made to adhere to the principle of validity. Validity refers to the degree to which the findings obtained for a sample may be generalised to the population to which the research hypotheses apply (Welman and Kruger, 1999). It is however, essential to recognise that when carrying out a research project, observations of any kind can never be expressed without some error (Bless and Higson-Smith, 2000). In this research project every effort has been made to identify, reduce or compensate for the errors. It is expected that the data gathered will provide information about the following facets ofthe study which are summarised into seven categories as follows: • Restatement ofobjectives and hypotheses. • Local community awareness ofactivities and facilities. • Supply and equipment offacilities and activities. • Utilisation and patronage offacilities and activities. • Different marketing strategies in Oribi Gorge. • Views on planning and Development ofOribi Gorge. Follov.ing the above-stated categories, the research focus is now on the restatement of objectives and hypotheses. The objectives and hypotheses are important in driving the research process. These hypotheses will either be accepted or rejected in the final analysis. 99 5.2 RESTATEMENT OF THE OBJECTIVES AND HYPOTHESES In order to ascertain whether the study achieves its desired direction and goal, it is considered logical to restate the objectives and hypotheses ofthis study, so as to remind ourselves what we originally set out to establish. Attractions, whether human-made or natural, constitute an important component of the tourism system. Attractions are motivators for people to travel and they are also catalysts for the development of infrastructure. The objectives ofthis study are, therefore, set to cover aspects of Oribi Gorge as an attraction which motivate people to visit this destination and also to examine the development of infrastructure that satisfY the needs of the tourists. The objectives and hypotheses as stated in Chapter One are as follows: Objective 1: To fmd out whether the local community is aware of the activities and facilities that exist in Oribi Gorge. Hypothesis 1: That the majority oflocal community members are not aware ofthe tourism activities andfacilities in the study area. Objective 2: To fmd out whether the activities and facilities in the study area are adequately supplied and are ofgood quality. HJPothesis 2: That the activities and facilities in the study area are not adequately supplied nor ofgoodquality. Objective 3: To determine whether the level of utilisation and patronage of various resource facilities in the study area are of low or high order. 100 Hypothesis 3: That the level of utilisation and patronage of various resourcefacilities within the study area are oflow order. Objective 4: To investigate the different marketing strategies which are employed by the officials of Oribi Gorge and whether these strategies do reach out to the local community. Hypothesis 4: That the strategies used to market the study area do not reach out to the local community. Objective 5: To ascertain the views of respondents with regard to further development ofthe study area. Hypothesis 5: That the respondents view the planning and future development ofthe study area as being well-organised. To place this chapter and related objectives and hypotheses in context, it is convenient to restate them, so as to facilitate the making of judgements and drawing ofconclusion and recommendations from these research techniques. 53 DEMOGRAPIDC CHAR.<\.CTERISTICS OF RESPONDENTS This section has investigated the personal background and characteristics ofthe respondents interviewed in the study area. The demographic variables considered include race, gender and age dealt with in Table 5.1 as well as the socio-economic variables such as education qualifications, occupation and origin of residence dealt with in Table 5.2. These variables and the corresponding sub-variables were analysed in terms of absolute frequency and their frequency percentage. It should be noted that not all variables were 101 responded to. For example, tourists were not involved in local residence and service provision; officials, service providers and the local community were featured and participated in all variables. TABLE 5.1: DISTRIBUTION OF DEMOGRAPIDC CHARACTERISTICS SERVICE LOCAL TOURISTS OFFICIALS PROVIDERS COMMUNITY VARIA- SUB- 0=105 0=15 od) BLE VARIABLE 0=300 ! Freq % Freq i % Freq % Freq ! % I I , White 98 93% 01 7% 07 78% 02 01% African 03 03% 14 ! 93% 02 22% 288 , 95% Race ! Asian 04 04% 00 00% 00 00% 08 ! 03% 00 Coloured 00% 00 00% 00 ! 00"/0 02 01% Males 49 47% JJ 73% 06 ! 67% 135 450/0 Geoder Females 56 53% 04 27% 03 33% 165 55% 15-20 02 02% 00 00% 00 00% 00 31% 2]-35 29 28% 03 20% 03 33% 00 39% Age , 36-50 22 210/0 07 47% 06 67% 00 16% 51-80 52 ! 49% 05 33% 00 00"/. 00 14% [n - 429. Some ofthe subjects gave more than one response for each sub-vanable] 5.3.1 The Race Variable The race variable is aimed at revealing the race that predominantly visits the tourist destinations. Furthermore, the race variable will assist the researcher in determining the levels ofparticipation in terms of all the respondents. As such the results indicate that an overwhelming majority (93%) of the tourists are White, with very few Asian, Coloured and African being tourists. A similar pattern is evident that the Wbite population group (78%) dominated the service provider category. Only 22 percent of the Africans participate as service providers. The reason for this finding is that tourism provision is still dominated by the White group, from the apartheid days. A large majority (93%) of African respondents dominated the officials-category. This is possibly influenced by the employment equity requirements. emanating from the 102 Employment Equity Act. It is expected that the local community is largely dominated (95%) by Africans and only a small number (5%) ofWhites, Indians and Coloured are associated with the local community. The race variable revealed that Africans are still neglected or do not participate significantly in the study area, both in terms of being tourists or service providers. Clearly, the white-collar respondents are concentrated along the coast in the urban areas with the hinterland being inhabited by the poor Africans. The exclusion ofAfricans in this destination is a serious drawback as destinations have the obligation ofalleviating the standard of living of the local communities. 5.3.2 The Gender Variable The examination of the gender variable was aimed at revealing the dominant gender that visit and also provides services in the study area Such information was thought to assist in determining whether activity and facility provision in the study area was adequate or inadequate for both the male and female population groups. On analysing the gender variable for the tourist category, it was discovered that about 53 percent were females and 47 percent were males. The gender division revealed is unexpected as women face family commitments which prevent them from participating in activities outside the home (Torkildsen, 1999). World Travel Organisation (WTO, 1997), however, has identified changes in gender tourism with more women being motivated to travel in order to escape from routine or domestic environment. In determining the officials-category, the data shows that almost 3 in 4 respondents (73%) were males and 27 percent female officials. It should be J03 remembered that tourism officials in Wildlife organisations have always been dominated by males. One of the social objectives highlighted in the Tourism White Paper (DEAT, 1996) is that tourism should be used as a catalyst for human development, focusing on gender equality. The uneven gender split was also evident among the service providers, dominated by 67 percent males, suggest a lack oftransformation in the category. The male domination might be attributed to the nature of the work, which involves working amidst wild animals which may be more dangerous for females. The distribution ofthe gender variable among the local communities revealed a ratio of 9:11 between the males and females. The 45 percent and 55 percent split between males and females respectively, suggest that the distribution was influenced by population census figures for the Ugu District Municipality. The female domination is indicative of the dire need for the female population to participate actively in the tourism industry. Furthermore the demography ofthe local indigenous communities indicates that the destination of Oribi Gorge has to be structured in such a way that the facilities and activities favour the female market segment so that the destination increases the number of female tourists. The gender variable also indicates that the communities have more females than males. 5.3.3 The Age Variable Age has an important influence on leisure participation. Torkildsen (1999) argues that the effect of age vary depending on the person and the type of activity. An investigation into the age structure of the population sectors is aimed at revealing the type oftourists that frequently patronise the destination as well as the experiences of officials a.'1d service providers. Clearly the officials 104 with long service and service providers who have owned businesses for a long time have a better knowledge of the destination than officials and servIce providers who have been in the destination for a short time. The age variable revealed an increased number (49%) among the older tourists (51-80 years) and a slight decline among the middle age group (36-50 years). The youth (15-20) are less involved in tourism activities. The obvious reason is that the older tourists might have adequate money and time to visit foreign places, whereas the opposite is true for the youth. In this case Torkildsen (1999) contends that the greatest amount offree time is concentrated at the ends ofthe age continuum with the adolescents and the retired having considerably more time at their disposal than the middle age group who live under a greater degree oftime pressure. This conclusion is true for the study area. The age variable also indicated a small segment of young officials (20%) and the majority of officials (47%) in the middle-age group (36-50 years). The period of service ofofficials also suggests that officials are not likely to adapt to new situations. It should be pointed out, however, that the experiences of the officials with long service standing could turn out to be valuable if their ideas are considered in the development ofthis destination. The age variable of service providers indicated that a substantial majority of service providers (67%) falls within the middle age group (36-50 years), with the small segment of service providers (33%) in the younger age group (21-35 years). The age structure of the service may have an influence on the type of tourists who visit Lhis destination. As already indicated, this destination is frequently patronised by the elderly tourists. and it is likely that the service 105 provision caters for the elderly tourist population since the service providers themselves do not include many young people. With regard to the age structure ofthe local community, a large majority ofthe community members (31%+39% = 70%) fall within the young age group (15-20 and 21-35 years) respectively. A relatively small sector ofthe local community members (16%) were in the middle-aged group (36-50 years) and (14%) the older group (51-80 years). The age distribution suggests that the local community is poor as it is made up ofmore dependants than the working group. In conclusion, it should be noted that age variable in the study area, revealed the dominance of the older generation among the tourists, officials and service providers. The local communities, however, are dominated by the younger generation that is still dependent on parents. In the second section ofthe heading, the socio-economic demographic variables are analysed (refer to Table 5.2) and particularly deal with education qualifications, occupation and origin ofresidence. 5.3.4 The Education Variable Education qualifications tend to influence the socio-economic status of the respondents. According to Torkildsen (1999) the type of education, the length ofeducation and educational attainment are closely related to upbringing, class, occupation, income and other related factors. Higher participation rates in recreation activities are closely related to non-manual occupations and higher incomes. This section. is. therefore. aimed at finding out whether the education J J' '-' variable influences tourism practices LT} the tourism destination ofOribi Gorge. ]06 TABLE 5.2: DISTRIBUTION OF SOCIO-ECONOMlC CHARACTERISTICS SERVICE LOCAL TOURISTS OFFICIALS PROVIDERS COMMUNITY VARIA- SUB- 0=105 0=15 0=9 N=300 BLE VARIABLE , I I : I Freq ! % Freq % Freq : % Freq ! % 'No Fonnal Ed 00 ()()% 00 00% ()() I 00"10 12 04% GradeD-7 27 26% 05 33% 02 I 22% 24 08% Education Grade 8-12 23 22% 07 47% 03 33% 45 15% Tech Diploma 22 26% 02 130/0 04 45% 192 640/0 Degree 28 26% 01 ! 07% ()() 000/0 27 09% , Unskilled 00 00% 01 ! 09% 00 00% 19 06% Semi-skilled 02 02% 05 47% 03 33% 39 13% Skilled 23 220/0 07 30% 04 45% 18 06% Occupation i Professional 55 520/0 02 14% 02 22% 06 020/0 Unemployed 01 01% 00 00% 00 00% 189 630/0 , ()() Pensioner 24 23% 00 ! 00% 00"/. 29 100/0 , KZN 63 60% 13 85% 08 89% 279 93% Gauteng 14 13% 01 09% 0] 11% 06 020/0 Origin of WIE/NCape 02 02°,lg 01 060/0 ()() 00"/. IS 050/0 Residence free State 01 01% 00 00% 00 00% ()() 00% ()() Europe 25 , 24% 00 00"10 00 00% 00% [n = 429. Some ofthe subjects gave more than one response for each sub-vanable] For the purpose of this study Grade 12 is considered to be the cut-off point between the educated and the less educated. It is for this reason, therefore, that the largest segment of the tourists (74%) fonns the educated sector of the respondents. Lubbe (2003) argues that tourism education and training have to be responsive to the changing needs in the tourism sector. Clearly this destination has not yet evolved to meet the changing needs of the tourists. Furthermore, the low level of education coupled with the lack of expertise suggests that Oribi Gorge does not host many tourists to necessitate diverse specialisation. Ifthis destination is to welcome many tourists there would be a need to employ officials with diverse specialisation. The data revealed here is evidence enough that this destination has the dire need to transform in order to pull more tourists. 107 The educational qualifications of the officials and service providers revealed that the large majority of these respondents: officials (67%) and service providers (78%), have attained matriculation, technical diplomas and a degree. This high education qualification ofthe service providers might be ofbenefit to the destination as highly educated people are expected to be knowledgeable of the tourism industry. The low level of educational attainment among the officials is also evident among the local community members. The educational qualification within the local community indicates that about 12 percent of respondents have either gone up to Grade 7 or received no fonnal education. A substantial majority ofcommunity members (64%) have acquired technical diplomas in various fields of expertise. Only a smallest portion ofthe population (9%) has achieved tertiary educational qualification. At another level data for local community has indicated that the community members are poor and have to bear the costs ofpaying for the education oftheir children. 5.3.5 The Occupation Variable Similar to education the occupation variable influences the socio-economic status of respondents. Education influences levels of occupation as well as income, lifestyle, and other related factors. Higher participation rates m recreation activities are closely related to non-manual occupations and higher mcomes. This sub-section, is, therefore, aimed at fmding out whether occupation variables and the level ofeducation qualifications have an influence tourism practices in the tourism destination of Oribi Gorge. Some authors like Patmore (1983) have identified a relationship between recreation and education. According to Patmore (1983:78),: 108 'those with more skilled and responsive occupations, with higher incomes, with ready access to private transport and with a longer period spent in full-time education tend to lead a more active and varied leisure life, with less emphasis on the passive recreation both within and beyond the home.' As shown in Table 5.2, the majority of tourist respondents (52%) have professional occupations. A further significant number of these respondents (22%) are highly skilled individuals. The reason for these fmding are that the tourists interviewed were well-off, educated and high income earners. The occupation structure revealed that a relative minority of the officials (44%) are skilled and professional or specialists in their fields, namely, game rangers, hospital manager and conservation manager. The majority of officials (56%) are either unskilled, semi-skilled employees in the study area. As indicated that the destination is a nature reserve, it would be appropriate establish more restaurants and curio shops. The employment of tourist guides would ensure greater safety ofthe tourist visiting this destination. With regard to the service providers it became evident that the responses were equally distributed as the officials-category, with 67 percent skilled and professional. The occupational structure further revealed a substantial majority of community members (63%) that are unemployed. The data for local community indicates that the community members are poor and have to bear the costs of paying for their children education. This data shows that the financial constraint prevents the community members from visiting tourist destination yet there is a dire need for the local community to benefit from the tourism industry. The rest of the community members are either unskilled workers (6%), semi-skilled (13%), 109 skilled (6%) or professionals (2%). The local community is presently not well positioned to fill most ofthe occupational categories in the study area. 5.3.6 Origin ofResidence Variable The countries of origin of the tourists reveal that a substantial majority of the tourists (60"/0) are domestic tourists who come from the province ofKwaZulu Natal. The reasOD why this destination attracts more domestic tourists is not yet clear but it could be speculated that marketing strategies together with the type of facilities might be the reason for low level of international tourist patronage in this destinatioD. The presence of international tourists (24%) is related to political stability in South Africa as Lubbe (2003) points out that after the democratic elections in 1994, South Africa experienced a surge in the number of international tourists. It should be noted that the majority of official (85%) and service providers (89%) originate from KwaZulu-Natal and only a few, about 9 percent and 11 percent respectively come from Gauteng. Interestingly, the study area employs people from the local community as a significant majority of officials (85%) come from the areas of Paddock and Izingolweni. The substantial majority of these officials (73%) are owners of their houses whose knowledge of the destination is unquestionable as a majority of them have resided in these areas for more than 15years. The data for the service providers shows that the majority of service providers (89%) reside in the Paddock area and a significant majority are owners of their houses. These fmdings are not surprising if we consider the education and socio-economic status of the service providers. The knowledge of the service providers regarding the area is extensive as large majority of these service providers (89%) and Lheir forefathers have resided in 110 Paddock for more than 15 years. The selection of these service providers as respondents for this study is considered to be the step in the right direction as they are likely to offer more information. With regard to the local community, a majority (93%) of the respondents originate from KwaZulu-Natal, with a relatively few from Gauteng and Eastern Cape. Furthermore, the area ofresidence oflocal communi-des indicated that a large majority of these community members reside in the informal settlements of Bhobhoyi, Izingolweni and Murchison. A further majority of the local communities was still dependent on their relatives, since many are either unemployed or pensioned. The need for assistance required by these communities from the tourism industry in terms of employment opportunities and education can never be underestimated. Considering the poverty which faces these communities, it is logical to investigate the extent to which these community members are aware and involved in the tourism activities in Oribi Gorge. 5.4 COMMUNITY INVOLVEMENT AND AWARENESS The term 'local community', as defmed by Lubbe (2003), refers to the people living in relative proximity to the tourist destination, product or activity. People who have the rights to an area have to be identified so that those who live closer benefit more than those further a field. If tourism is wisely plarmed, the community can enjoy the advantages while experiencing ownership of and control over the development. The first objective ofthis research inquiry was to find out whether the local community is aware ofthe activities and facilities that exist in the Oribi Gorge. In this regard, the perceptions of local community III members would assist in identifying the expectations ofthese communities from the destination of Oribi Gorge.as these communities live in close proximity to this destination. To respond to this objective subject were asked to show their level ofawareness ofthe activities and facilities that existed in Onoi Gorge. On the whole (refer to Figure 5.1), a significant majority ofrespondents [64%] indi::ated that they were not fully aware of the activities and facilities in the study area. On the other hand, only 20 percent and 16 percent ofthe respondents indicated that they were fully aware and not sure respectively. FIGURE 5.1 UNDERSTANDING WHAT TOURISM MEANS 16% '~----, o Not Sure , -'~-_. A significantly large percentage of the negative response [64%] may be accounted for in that the local community is not sufficiently educated, informed and involved in tourism activities and facilities in the study area. This is notwithstanding that the study area is endowed with natural outdoor recreation and tourism facilities. In view of these outcomes that the majority of community members attest to inadequacy of information about tourism facilities Il2 and their awareness, it is reasonable to conclude that Hypthesis 1, which states: That the mqjority ofcommunity members are not aware ofthe tourism activities andfacilities in the study area' should be fully supported. In order to investigate the perceptions of the respondents pertaining to awareness of tourism facilities, subjects were asked to respond to a five-point rating scale to assess the statements regarding their percepti0ns of Oribi Gorge. The five-point rating scale used is as follows: SA=Strongly Agree; A=Agree; V-Undecided; D=Disagree; SD=Strongly Disagree. The rationale behind asking this question is to investigate the communities' involvement, awareness and benefits which they derive from the tourist destination of Oribi Gorge. Table 5.3 summarises these perceptions. TABLE 5.3: COMMUNITY'S PERCEPTIONS OF THE ORIBI GORGE I i ,i PERCEPTIONS I SA i A U I D i SD ! % ! I Many benefits have resulted from tourism at Oribi ! , , I 2.7 : 12.3 19,3 2,7 63,0 100% Gorge. . , I ; ; , The community IS involved In tourism related , 0,3 I 3,3 I 24,1 2.3 ! 70,0 100% matters. , ! i The community has adequate information about I , 1,3 i 8.0 8,7 I 4,7 , 77.3 : 100% tourism at Oribi Gorge. J , ! Many jobs have resulted from tourism at Oribi i , I 0.0 I 0.7 I 6.0 4.7 88,6 ! 100% Gorge. i , , Tourism development at Oribi Gorge has led to the ! : 2,0 I 3,0 , 10,4 I 1,3 8'~,~, , 100% provision ofeducation, health, sanitation. etc. I , I A cultural village should be established for tourists ! , ! 98.0 0.0 1.0 0.3 0,7 100% I visiting Oribi Gorge. I Hunting and supervised gaL'Jering of firewood is i I I i 0.7 0.3 -.-'? ' 0.3 96.4 100% ! permitted at Oribi Gorge. i 113 The data shown in Table 5.3 reveals that the community members do not gain much from the destination. The substantial majority ofrespondents (63%) who strongly disagree that many benefits have resulted from tourism at Oribi Gorge are justified. This justification is strongly supported by the large majority ofthe respondents (94%) who strongly disagree that hunting and gathering offirewood is permitted at Oribi Gorge. Certainly the destination that does not meet the community basic needs, such as hunting and gathering of firewood. does not benefit the community. Gartner (1996) contends that members of the community should form tourist organisations that will represent them in all matters pertaining to tourism in their areas. There is no evidence of such community involvement in Oribi Gorge as the large segment ofthe community members (70%) attest to lack ofcommunity involvement. The lack of community involvement is strongly related to inadequate information and therefore awareness, as this fact is highlighted by the large portion of respondents (77%) who strongly disagree that the community has adequate information about tourism at Oribi Gorge. Arguably, the population cannot be involved in activities that it is not aware of. Furthermore, Oribi Gorge is not likely to offer many jobs if community involvement is lacking. This is the reason why a huge majority of the community members (88%) negates the statement that many jobs have resulted from Oribi Gorge. It may be inferred that any form of development which occurs at Oribi Gorge does not necessarily pass on to the community. This fact is revealed by the large segment of the respondents (83%) who attest that tourism development does not lead to the prOVISIOn of education, health, sanitation, and so on in the study area. The dire need for community 114 involvement is shown by the large population sector (98%) that feels that a cultural village should be established for tourists visiting Oribi Gorge. For further analysis and interpretation, a cross-tabulation between the age variable and community awareness was worked out. Statistically speaking, the cross-tabulation was computed using the Statistical Package for Social Science [SPSS]. The results of the SPSS chi-square calculation g:ve the value of the degree 0 freedom (df); level of significance (Asymp. Sign); and the chi-square value (x\ A cross-tabular analysis of the community awareness and age indicated that there is a relationship between age and lack ofawareness, with the small segment of the respondents (31 %) between the 21-35 years age group strongly disputing that the community has adequate information about tourism at Oribi Gorge. The chi-square testing ofthe results ofthe cross-tabulation are: x2=34.691; df=16 and Asymp. Sign=O.004. The tabled critical value of chi square is 26.30 under the level of confidence 0.05. The result shows that x2=34.691 is higher than the tabled chi-square value of 26.30 which means that the emerging relationship between age and the strong disagreement of community awareness of the destination is not a matter of chance. This relationship is attributed to the fact the 21-35 years old group is an active group which still has the desire to know more about tourism matters in Oribi Gorge. From Table 5.4 it becomes evident that the significant majority of the respondents (85%) have never utilised the resources at Oribi Gorge. The reasons for the lack of utilisation have already been identified as the lack of community awareness and involvement The resources which few respondents often utilise are birding (5%), game watching (6%,), mountain hiking (5%), picnic sites (4%) and self-guided trails (5%). I )5 TABLE 5..4' COMMUNITIES LEVELS OF RESOURCE UTILISATION Very RESOURCES Often Oecasionally Seldom Never 8/0 Often Accommodation 0,3 2,7 3,3 0,0 93,7 100% facilities ,I Birdin" 0,0 I 5,0 6,0 0,0 89,0 100% Game watchin" 0,0 6,3 6,7 0,0 87,0 100% Mountain bikin" 0,0 1,3 1,3 0,0 97,4 100% Mountain hiking 0,0 5,3 4,3 0,0 90,4 100% Self=!mided trails 0,4 5,3 5,3 0,0 89,0 100% Water raftin" I 0,3 0,0 1,0 0,0 98,7 100% Swimming pool 0,0 1,0 4,0 0,0 95,0 100% Horse rides 0,0 I 0,3 0,3 0,0 99,4 100% Wild slides 0,0 I 0,7 0,7 0,0 98,6 100% Wild swing 0,0 ,i 0,7 I 1,3 0,0 98,0 100% Bass fishing 0,0 , 0,3 0,7 0,0 99,0 I 100% Picnic sites 0,0 4,0 I 5,3 0,0 90,7 100% Conference rooms , 0,0 i 0,7 0,3 0,0 99,0 100% -.,- [N = 300, x =34.691; df=16 Asymp. Slgn=O.004]. According to Mwandla (1995) activities demanding expensive equipment do not feature prominently among Blacks. It is therefore, not surprising that adventure tourism activities such as wild slides, wild swing and water rafting are not popular among the local community members. The data presented in this section clearly shows that for this destination to draw more local members ofthe communities, development of more facilities which do not demand expensive equipment, is necessary. The reason for the lack of local community involvement in this destination is closely related to the area historical background which is characterised by the European opportunists who sought the lion's share ofthe natural spoils in this area (TKZN, 2006). In VIew of the outcome of the analyses above. wherein the majority of community members attest that there is inadequate information about tourism in the study area, it is reasonable that Hypthesis 1. which states: That the majority ofcommunity members are not ffi1;are ofthe tourism activities andfacilities in Jl6 the study area, should be fully accepted. It should further be noted that activities and facilities also act as pull factors in the tourist destination. In order that activities and facilities exert pressure as pull factors, they should be well equipped and adequately supplied. The following section therefore, investigates the supply and equipment ofactivities and facilities 5.5 SUPPLY AND QUALITY OF ACTIVITIES AND FACILITIES Tourists are known visit destinations so as to satisi)r their needs and desires. These desires are influenced by adequacy of supply and level of quality of the tourist activities and facilities. In addition, the accessibility, quality and marketing of the facilities usually influence how these are perceived by the tourists and host communities. According to Lubbe (2003) once the tourists have participated in these activities and accumulated images, they are most likely want to relieve their experiences. Sussman and Unel (1999) contend that it is this after image that determines whether the same tourist will return and recommend the destination to friends and family. As shown in Figure 5.2, respondents were asked to indicate what they thought about the adequacy of supply and quality of service of the activities and facilities in the study area. The responses revealed that the tourists are satisfied (good 44% and excellent 21%) with quality of activities and facilities in the study area The reason for this response is that most tourists are from outside the province and see Oribi Gorge as a well endowed natural area Another reason might be that the tourists lack exposure to tourist destinations which are well developed and therefore regard Oribi Gorge destination as having adequate and quality services. 117 FIGURE 5.2 PERCEPTION OF QUALITY OF FACILITIES 60-"------, 5O.Lf------~ & 4O.J..!---l ~I-- o Poor S i 30J.l---1 ._------1 .Fair e Good Gl 20 Cl. 10 o Tourists Service CommaDity Providers Interestingly, the officials from Ezemvelo KZN Wildlife were less optimistic than the tourists. The responses of officials clearly showed that they are less satisfied with the conditions of facilities. A substantial majority ofthe officials thought the facilities were poor (23%) and fair (48%). Only 9 percent of the officials thought they were excellent It may be argued that the officials are in a better position to judge on the physical conditions offacilities in the study area This is because the officials can compare the physical conditions offacilities at Oribi Gorge Nature Reserve with the facilities in other destinations that are owned by Ezemvelo KZN Wildlife (Mpenjati and Mthamvuna Nature Reserves). The data gathered from servIce providers revealed a somewhat subjective response in that a substantial majority of service providers (23% and 56%) perceived the facilities as 'fair' and 'good'. It would have been unusual for the service providers to discredit their own services. The small segment of the service providers (10%) regarded the facilities as 'poor'. Finally, the local community was less committal about the quality of facilities in the study area. 118 An all-round moderate score of 26%, 28%, 27% and 19"10, were recorded for perceptions of 'poor', 'fair' good' and 'excellent' respectively. On the basis of the evidence appearing above it is reasonable to conclude that Hypothesis 2, which states: That the facilities and activities in the study area are not adequately supplied nor ofgood quality, should be accepted for tourists and service providers and rejected for officials and the local ;ommunity. What has surfaced up to this point is that tourists appear to be satisfied with the conditions of facilities in the auxiliary services but the facilities in Oribi Gorge Nature Reserve do not meet the expectations of the officials. In order to investigate whether the supply of facilities is adequate or not, brief discussion on accommodation is necessary. Accommodation forms part of the hospitality sector of the tourism industry. Hospitality and service are closely linked and inseparable. Abbot and Lewry (1999) contend that service is part ofthe process which involves the daily contact between staff and guests. Accommodation facilities should create an image of their service that is powerful, clear and precise. The accommodation facility's becomes an instantly recognisable feature ofthe accommodation. The image must best at all times be sustained by all the staff through their commitment to service excellence. It is also important that service is delivered consistently to ensure quality assurance. Service can be world class, mid-range and economy or limited service. Accommodation preference therefore depends largely on the type of services received by the guests. The degree of accommodation facility utilisation is also largely dependent on the types of tourists that patronise the area. Service providers should therefore, consider the needs and preferences of the tourists. Figure 5.3 below depicts accommodation preferences. 119 FIGURE 5.3 ACCOMMODATION PREFERENCES !N=I05J 30 25 20 ;~ ------l I: o Call> Sites PERCENT C"Ia) 15 ------; ID oaas 10 -----; I- 0 41"(JE'S 5 I~~__e.__ I o The responses to the question which requested the tourists to give infonnation regarding the type of accommodation they preferred and use in Oribi Gorge, revealed that the majority preferred to stay with relatives (27%); bed & breakfast (24%); and at campsites (23%), are the first three in the order of accommodation preference. It should be noted that Oribi Gorge offers a hotel, guest fanns, cottages, campsites and chalet accommodation facilities. Bread & breakfast accommodation is not available. It is also noteworthy that hotel accommodation only receives a 9"10 preference. On the basis of the evidence given above it may be concluded that Hypothesis 2, which states: That the facilities and activities in the study area are not adequately supplied nor ofgood quality, should be accepted. 120 For further interpretation, reasons for accommodation preference are highlighted in Figure 5.4, which depicts the reasons for accommodation preference as indicated by the tourists. FIGURE 5.4 REASONS ACCOMMODATION PREFERENCES ,·.H:7IELY<:X:NIENl' loQ-EAPER o o:::JS'( 32.22"k .0Tl-ER 41.28% The data revealed that the mam reasons for accommodation choices are: convenience (46%); homely (41%); and cheaper (32%). In comparing these reasons with accommodation references, it is not surprising that relatives receive the first accommodation preference. Spending nights with relatives is convenient, homely and tourists do not pay for accommodation. Bread & breakfast accommodation is also cheap and homely. It is also not surprising that campsites receive the third preference. Campsites are cheap but they are neither convenient nor homely. Hotels receive 9"10 preference because they are expensive. What has surfaced is that accommodation does not meet the requirements and expectations ofthe tourists. 121 In order to detennine whether the activities participated in are ofgood quality or not in the study area, the responses are given in Table 5.4. The data depicted is that which describes the participation oftourists. TABLE 5.5: RANKED PARTICIPATION IN ACTIVITIES IN = 105\ ,i ABSOLUTE FREQUENCY RANK ACTIVITIES 1 i FREQUENCY I PERCENTAGE \ Hiking on trails i 56 53% Bird watching : 55 5\% 2 , 3 Game watching i 51 49% 4 Picnicking 34 32% I, 5 Camping i 22 21% 6 Gorge swinging ! 13 , 12% 7 Horse riding ,i 12 11% 8 Abseiling i 7 7% i 9 , Mountain biking 7 I 7% 10 ! White water rafting 6 6% 11 I Light plane trips i 4 I 4% The remarkable pattern revealed in activity participation is that hiking on trail (53%); bird watching (51%); and game watching (49%), which are less strenuous, makes up the upper three in the rank order. Activities such as abseiling (7%); mountain biking (7%); and light plane trips (4%); are in the lower rank order. Considering that the small majority of the tourists (49%) at Oribi Gorge fall within 51-80+ years age group, it can be deduced that age is a factor which influences participation in recreation activities. Clearly old people would opt for soft adventure whereas younger people would engage in hard adventure. A closer look at the activities supplied in this destination reveals that the necessary equipment is lacking. Self-guided hiking trails are characterised by 122 small paths where visitors are expected to find directions with no visible signage. Bird watchers have to rely on the off-chance that they would see some birds. There are no cages where birds are kept for tourists to see. A limited number of types of game are available in Eland Game Reserve. Picnic and campsites do not have the necessary equipment such as tents. Tourists have to provide their own camping facilities. In the events such as mountain biking which took place on the 22 September 2006, the mountain bikers had to provide themselves with bicycles (South Coast Fever). Adventure activities are well equipped but they need money to participate in. Furthermore, facilities such as swimming pools and play areas for the children are not supplied in Oribi Gorge. The data gathered reveals that activities in Oribi Gorge do not cater for all age groups. Furthennore, equipment and accommodation facilities in the destination are not adequate to satisfy the needs of the tourists. In this regard we may conclude that Hypothesis 2, which states: That the activities andfacilities in the study area are not adequately supplied nor ofgood quality, is supported and accepted. The potential of resources and facilities to draw tourists to a destination is shown by the levels ofresource patronage and levels of facility utilisation. The destination in which the resources and facilities are not well patronised indicate that development should take place in that destination, whereas well-patronised destination indicates a well-organised destination in which the resource exert a pull over the tourists. The next section investigates resource patronage and levels of facility utilisation as perceived by tourists, officials and service providers in the study area. 5.6 UTILISATION AND PATRONAGE OF RESOURCES AND FACILITIES Destinations are perceived by tourists as having the ability to satisfy the needs of the tourists. There are factors at the destination which determine whether or not the needs of tourists are going to be met. This research study sought to investigate whether the level of utilisation and patronage of resources and facilities in the Oribi Gorge is of a high or low order. In this regard tourists, officials and service providers were asked to give their opinions regarding the level of utilisation and patronage of facilities. The responses are depicted in Figure 5.5. The results ofthe responses show that 61 percent ofthe respondents among the tourists think that the destination is well-patronised, whereas 39 percent are ofa view that the area is not well-patronised. At this point it is important to point out that opinions regarding the level of patronage are limited to that part (section) of the destination which the tourists are visiting or in tenns of the particular day on which they are visiting the destination. Tourists, therefore, do not compare the level of patronage on different days and they do not have a general overview ofthe level ofpatronage ofthe whole area. As shown in Figure 5.5, the responses among the majority of tourists (58%) think the utilisation and patronage offacilities to be very high, whereas about 35 percent they were low. The reason for this response is that tourists find that visiting the Oribi Gorge is a novelty since the area is a well endowed natural area. In contrast to the tourists, the majority (78%) of the officials from Ezemvelo KZN Wildlife thought that the utilisation and patronage offacilities to 124 be low. Only 6 percent ofthe officials thought the patronage was high, with 16 percent being non-committal. The findings also correlate with the results obtained in the perception ofquality ofservices (see Figure 5.2). FIGURE 5.5 PERCEPTION OF THE LEVEL OF UTILISATION OR PATRONAGEOFFACaITIES 80 70 60 g>soGl OHigb -i 40 • Not Sure u li 30 Q. 20 Low 10 o Sr",ic:~ CommuDity Provid~rs The service providers perceived the utilisation and patronage of facilities to be low (59"10) as against 32 percent who perceived them as high. The service providers were anticipating more marketing and usage of the facilities because that would give them more business. Finally, the local community was on a non-committal viewpoint (72%) indicating that they were 'not sure' about the utilisation and patronage offacilities in the study area. Following from the above analysis, it may be concluded that Hypothesis 3, which states: That the level ofutilisation and patronage ofvarious resources 125 andfacilities within the study area are ofa low order, should be supported and accepted. The basis of this decision is that only the tourists thought the utilisation and patronage of facilities was high, whereas all other stakeholders: officials, service providers and community members thought patronage was low. In an effort to reveal the relationship between educational qualifications and the level of patronage, the cross-tabulation analysis was perfOlmed. With the chi square analysis of: x2=8.706; df=3 and Asymp Sign.=O.033, the critical value of the chi-square was 7.82 under the level ofconfidence 0.05. The calculated level of significance was 0.033 and was less than 0.05. The calculated chi-square value x2=8.706 was higher than the tabled chi-square value of 7.82. The findings indicated that there was a moderate, yet significant relationship between educational qualification and the level ofpatronage. Furthermore, that the relationship between these two variables was not a matter of chance. This relationship was revealed by [11 %J of the official respondents with technical diplomas who felt that the area was not well-patronised as compared to [11%Jof the service provider respondents with similar qualifications who feel that the area was well-patronised. The relationship may be attributed to the fact that the respondents with technical diplomas may have a better understanding of the concept ofpatronage. From the findings pertaining to levels of patronage and utilisation of the facilities in the study area, it must be concluded that Hypothesis 3, which states: That the level ofutilisation and patronage ofvarious resource facilities within the study area are oflow order, is fully accepted. 126 Therefore, in concluding this section, the overriding question which is: 'what causes this lack of inflow oftourists to this destination?' need to be addressed. Accordingly, Lubbe (2003) argues that tourists avoid destinations ifthe enabling environment in the form of infrastructure and services are not adequately in place. Furthermore, destinations have a great deal of flexibility and innovative opportunities for creating tourist flow and augment existing attractions. Arguably ifthe facilities in Oribi Gorge do not draw many tourists, it is logical to conclude that innovative strategies have not yet been adequately put in place in this destination. There is therefore, a dire need for an innovative development ofthe tourist destination ofOribi Gorge. Having established that the local community members do not utilise the facilities and resources in Oribi Gorge and that the level of patronage and utilisation in the study area is low, it is therefore, logical to investigate whether the marketing strategies used by officials in the destination do reach out to the local community. The next section focuses on marketing strategies in the study area 5.7 DIFFERENT MARKETING STRATEGIES IN ORIBI GORGE To investigate the underlying causes for low level of patronage and facility utilisation, officials and service providers were requested to furnish their perceptions as well as reasons for the low patronage and utilisation of facilities in the study area. The concerns of these respondents would indicate the areas which needed immediate attention in order to rectify the situation at the destination. The reasons as highlighted by the officials, service providers and community members are depicted in Figure 5.6. 127 FIGURE 5.6: REASONS PROVIDED FOR LOW PATRONAGE AND UTILISATION OF FACILITIES. 100 ~::::;;:------'ir----, }------lIOPoor 90 Markdi.g 80 ID 70 • Poor ell ---11 Facilities S 60 C ID 50 e Poor ID 40 lL eommuaily 30 lavoln_t 20 .Area Less 10 Developed O.f'""''-- Officials Service Providers Community [N = 324. Some ofthe subjects gave more than one response for each sub-variable] The selection of responses of the three sample-groups (officials, service providers and community) for the task of identifying factors limiting patronage and facility utilisation, are based on the knowledge the three sample-groups have of the destination or study area From the data depicted in Figure 5.6 it became evident that marketing featured prominently as the cause for low patronage and utilisation offacilities. This was revealed by the large majority of officials (96%) and a small number of service providers and community who felt that marketing in the destination ofOribi Gorge was poorly or inadequately conducted. Vellas and Becherel (1999) contend that marketing has an important role in portraying a positive destination image. The market body must evaluate how the destination image is perceived in the market place and evaluate how and by what means it can be enhanced. 128 In addition, marketing in the Oribi Gorge is affected by George's (2001) four A's which are: attractions, accessibility, amenities and ambience. In this regard 'attraction' refers to natural, man-made and cultural attractions. The destination of Oribi Gorge relies mainly on the natural attractions such as birds, game and the gorge. There is only one place where game can be watched by tourists, that is in Lake Eland Game Reserve. The tourists who visit Oribi Gorge Nature Reserve have to walk on self-guided trails where they ma) be fortunate to see some birds. Reptiles such as the black mambas, green mambas and pythons are found in abundance in this destination yet these are not kept in confmed places where tourists can they tourists can enjoy watching them. Furthermore, the destination does not show any evidence of social attractions. Social attractions include the way of life ofthe local population, their language and opportunities for social encounters. The tourists that visit Oribi Gorge are not given the opportunity to experience cultural activities and to experience the way of life of the local indigenous communities. The 'amenities' are the desirable supporting offerings at a destination that serve the needs of visitors while they are away from home. These include accommodation, restaurants, entertainment and so on. As already intimated, accommodation is offered by one hotel, six chalets in Oribi Gorge Nature Reserve, guest houses and campsites. The data shows that a large majority of officials (83%) and a small segment of the service providers (44%) consider these facilities as poor or inadequate. The local coffee shops do not offer food that is prepared and enjoyed by local people. Tourists are therefore deprived of the luxury of experiencing locally prepared food. The once-off entertainment which involved the local community was the music event which was organised for the opening of the hotel in 2004. The destination is thus characterised by a 129 marketing myopia which is the management failure to recognise the scope ofits business and marketers are so taken with their products that they focus only on the existing wants and lose sight ofthe underlying customer needs (Bennett and George,2004). 'Accessibility' refers to transportation and infrastructure that are necessary to help ensure that the visitor can easily reach the destination. As indicated in Chapter Three, the destination has easy access since it is situated next to the main road to Harding. This destination however, lacks signage which should be made available on the main road. The information centre which is situated next to Umzikulwana River does not help the tourists to fmd the destination since it is situated far inland. Tourists have reported cases where they get lost and drive up to Harding because of the lack of signage. The situation of the information centre in Murchison area would help prevent the problem of tourists losing direction and also enhance local community awareness. 'Ambience' is made up ofsocial and cultural features ofthe destination. George (2001) construes that a destination's ambience is difficult to quantifY since it also includes intangible features such as the friendliness of its residents, the way oflife oflocals, its history and folklore, and the way that tourists' amenities and services are delivered to the visitors. The larger segment ofthe officials (56%) and the smaller portion of the service providers (48%) who attest to the lack of community involvement in the destination of Oribi Gorge are justified. The justification stems from the fact that the local communities are not awarded the opportunity to show the necessary ambience to the tourists that visit Oribi Gorge. 130 Marketing is also affected by pricing and ownership of attractions. Attractions are managed or owned by different owners. Different kinds of owners have different objectives for their attractions. The main objective ofthe private sector enterprise is to make money. State owned enterprises need money to fund their operations and their main objective might be to provide recreation facilities for people and preserve fauna and flora for future generations. The gorge and the hotel are privately owned. It is over the gorge where adventure activities commonly known as the 'Wild 5' are participated in. The prices for participation are as follows: wild swing, R300 per person; wild slide, Rl80 per person; wild abseil, R200 per person: wild water rafting, R350 per person; and wild mountain-biking, RIOO per person. Furthermore, accommodation rates for dinner, bed & breakfast is R450 per person sharing (www.oribi!zorge.co.za). Lubbe (2003) argues that the pricing that will be advocated by a destination will be largely detennined by the target market. Clearly the private enterprise owning the hotel and the 'Wild 5' has one objective, that is to make money and the target market does not the low-income group, namely the local indigenous communities. Low-rate chalet accommodation is offered in Oribi Gorge Nature Reserve at RIOO per person but these chalets are self-catering. It is financially difficult for a Iow-income person to spend RIOO for only the bed. The marketing srrategies used for the destination are brochures; magazmes; newspapers such as the 'South Coast Herald' and 'South Coast Fever'; and the intemet. The brochures and magazines such as the 'Southern Explorer' are placed in the information centres which the local community rarely patronise. Events such 'Lake Eland Creston Classic' are marketed through newspapers and the internet (http://'Wviw.bundubasher.co.za 2006). The local community 131 members are neither educated use the internet nor have access to internet facilities. It is therefore, logical to conclude that the destination targets only the higher income population group at the total neglect of the lower income population sector of the population which constitutes the majority of the local community members. Hence, 74 percent of the local community felt that they were not involved in the activities and facilities ofthe study area. The foregoing discussions clearly indicate that Hypothesis 4, which states: 'That the strategies used to market the study area do not reach out to the local community " is fully supported and thus accepted. The feelings that the area is not well-developed, as indicated by a substantial majority ofofficials (73%) and a small segment of the service providers (22%), is an area of concern which is further discussed in the next section. 5.8 PERCEIVED PLANNING AND DEVELOPMENT OF THE ORIBI GORGE The White Paper on Development and Promotion of Tourism (DEAT, 1996) describes realistic and practical objectives to fulfil the needs for tourism development. The White Paper focuses on investment, infrastructure development and improvement, and visitor management programmes on underdeveloped areas and those areas that are experiencing visitor pressure, in order to diversify the product base, remove bottlenecks and distribute benefits. The attractions therefore, have to respond to the changing market trends and intensification competition as well as the sustainable management of these attractions. It is for these reasons therefore. that the respondents (tourists. ~., l -'- officials, service providers and community members) were requested to furnish their perceived development needs which they consider appropriate for the destination of Oribi Gorge. In this regard, Figure 5.7 depicts the responses obtained from the various groups ofrespondents. FIGURE 5.7 PERCEPTION OF DEVELOPMENT IN THE STUDY AREA .: ..< ," 1 __1URSTS I ____ C1'RCV'lS "'" "'- >. '\. ~ ., r """~_.. SERIACE PRCMDERSI "---..>~,- 7\-< " ,. "'. '\. ------ The results ofthe analysis show that there is a dire need for the establishment of a cultural village in the area. This is revealed by the large majority of tourists (74%), officials (82%), service providers (77%) and the community (67%) who felt that a cultural village should be established as soon as possible in the study area. The establishment of a cultural village is priority and it was discovered that, notwithstanding, community involvement in decision-making is lacking in the study area. A cultural village would help a great deal in the involvement of local community in the tourism industry ofOribi Gorge. Furthermore, a cultural village would ensure the diversification ofthe tourism product in this area since 133 it has been revealed that the destination specialises in offering food and accommodation with less emphasis being made on the recreation activities. It was intimated in the preceding section that accommodation in Oribi Gorge is not up to the expected standard. A substantial majority of officials (80%); tourists (61 %) and the community (78%) thought that establishing additional accommodation facilities was justified. The justification stems from the fact that the 6 chalets in Oribi Gorge Nature Reserve are not adequate, more especially during the peak season in the month of December. The single hotel in the area does not compete with other hotels and this makes the accommodation rates in the area to be less competitive. The hotel therefore only caters for the high income group of the population. Clearly more accommodation which would cater for the low and middle income groups is needed in this destination. It was established that game could only be watched in Lake Eland Game Reserve. The large majority ofofficials (73%) and a smaller segment oftourists (36%), service providers (24%) and the community (26%), felt that a game park should be established in Oribi Gorge. This response is based on the fact that game, birds and reptiles are found in abundance in the area which is controlled by Ezemvelo KZN Wildlife. There is no reason why these resources should not be kept in game parks for tourists to watch. The establishment ofthe game park would also help in identifYing and preserving the endangered species which may be found in this destination. The game park would also assist in the generation ofthe much needed income to develop and upgrade the standard offacilities and activities in Oribi Gorge. 134 Entertainment events like the annual 'Gourmet Food Festival Market' and 'Line Dancing' are staged in Port Shepstone (http://www.zulu.org.za.. (2006). These events are known to draw more tourists to Port Shepstone. The larger majority ofofficials (68%), community (56%) and tourists (46%), felt that entertainment facilities and programmes are needed in this area, which suggests that events such as those that are staged in Port Sheptsone are necessary in the Oribi Gorge. The closure of the swimming pool in Oribi Gorge Nature is a serious blow to tourists who enjoyed swimming. The introduction of the children play area would ensure that fr,js destination does not lack patronage of the young generation. The introduction of entertainment areas would also ensure that the much needed community involvement is enhanced. Cultural expressions such as arts, music and dance could be used to ensure that the local community is involved in Oribi Gorge activities. As intimated in Chapter Three that the flowering plants in Oribi Gorge provide an enormous range of colours from scarlet to azure blue. These plants species include the fluted milk wood, the bronze paper (commomphora), and many others. The substantial majority of tourists (51 %) thought that establishing a botanical garden would enhance the attraction value of the Oribi Gorge as a tourist destination. There is a need to set aside a place where different plant species could be seen and enjoyed by the tourists. The establishment of a botanical garden would also make possible the importation of unusual plant species to Oribi Gorge. Besides being a tourist attraction a botanical garden would offer a !earJ1ing centre to learners who are doing subjects like Botany, BiolollY,...... and Physical... Science. The respondents also felt that there was a need to develop a shopping centre in the study area However, this notion was not substantially supported by the tourists (10%), official (11 %) and service providers (33%). It was only the local community (59%) who thought that developing a shopping centre was a priority. Perhaps the main reason for this feeling was that a shopping complex would provide a number of jobs, since unemployment is rife in the study area McIntosh et al. (1999) argue that shopping is an important tourist activity and thus an essential element in tourism supply as it affects the success ofthe tourist destination area Furthermore, tourists can be encouraged to spend more money ifthe merchandise or souvenirs is of a high quality, imaginative and attractive. Ifwe consider the distance of25 km the tourists from Oribi Gorge have to travel in order to do their shopping at Port Shepstone, then the development of a shopping centre becomes a necessity. On the basis of the analysis undertaken in this section, it is reasonable to conclude that Hypothesis 5, which states: That the respondents view the planning and future development of the study area as being well organised, should be relatively supported. On the whole the hypothesis was supported, yet there were a significant number of respondents who felt that some of the development variables were not strongly supported, such as the botanical garden. Such a finding goes a long way in proofmg that the respondents in the study area view the planning and development oftourist facilities as fairly well organised. In order to investigate whether or not the development plans ofEzemvelo KZN Wildlife are in line with the expectation ofthe tourists, service providers and the community. the respondents were asked to indicate what development plans this 136 organisation (Ezemvelo WJ1dlife) has put in place for this destination. Figure 5.8 depicts the responses of subjects, comprising the tourists, officials, service providers and the community. FIGURE 5.8 PERCEIVED STATE OF DEVELOPMENT PLANSOFEZENVELO~DUWE 80...,----- 70~-----= • Laud 60~----t:..... acquisition .. Game J 56 iatroductio.a lii 40-1+------+·;.. • Buildiug C3 cbalots a; JO-I+------f;:.. .Dev.Game a.. 20~----f. Anas o Site stewards 10 o Build curio Tourists Officials Service CommuDity sbops Providers The development plans by Ezemvelo KZN Wildlife and the desires and expectations ofthe tourists, service providers and community members do differ significantly. Land acquisition as proposed by Ezemvelo Wildlife is perceived to be a positive step or plan by the service providers (65%) and the community (72%), whereas the tourists (12%) and Officials (14%) were rather ambivalent with this planning approach. In other words, the service providers and the community felt there was adequate planning and need for further development, whereas the tourists and Officials did not think so. With regard to the planning to introduce more game (wild animals) and developing the game reserve in the Oribi Gorge (refer to Figure 5.7), the notion 137 was perceived positively by an average of 74 percent (68% and 80%) of the officials and an average of55 percent (56% and 54%) ofthe service providers. On the other hand the tourists (16%) and community (40%) did not view the development plan of expanding the game area as a serious priority. It is noteworthy that game introduction is not intended for Oribi Gorge Nature Reserve but the intention is to develop a new game reserve called Mbumbazi Game Reserve about 8 km from Oribi Gorge. Furthermore, it is remarkable that officials' knowledge of the proposed development plans of game reserves is exclusive information that is known to a large majority of officials (80%). Clearly the office bearers, namely the conservation manager and the hospitality manager are the only officials who are well-informed about the plans of Ezemvelo Wildlife. It is hoped that such information will be disseminated widely in the future and the election of site stewards will help in keeping all the stakeholders informed about physical developments in the study area. The proposed plan ofbuilding chalets, curio shops and introducing site stewards in the Oribi Gorge, is a way of involving the service providers and the local community in activities of the study area. The analysis as shown in Figure 5.7 revealed that an average of 10 percent of the tourists, 14 percent ofthe officals, 28 percent of the service providers and 25 percent of the community, were positively disposed to the development plans pertaining to building chalets, curios and so on. The possible reason is that most of these developments are community based and the Ezenvelo Wildlife may know very little about them. The expectations of tourists regardL'1g the development of the Oribi Gorge as earlier shown by the need of a cultural village. more accommodation. game parks. entertainment areas. botanical gardens and a shopping centre. reveal 138 dissatisfaction ofthe tourists. The proposed plans have only met the minimum expectations in that among the development requirements stated by the tourists, only chalets are proposed by Ezemvelo Wildlife. On the basis ofthis revelation and the analysis above, Hypothesis 5, which states: That tourists view planning andfUture development ofthe study area as well-organised, is not supported and should be rejected. The developmental requirements revealed by stakeholders or respondents in this section would assist the officials :n implementing the development strategies in the destination of the Oribi Gorge. The acceptance and rejection ofthe hypothesis as shown in this entire section is indicative ofthe fact that Oribi Gorge needs some improvements in order that this destination could attract more tourists and be able to generate the income needed to further develop this attraction. 5.9 CONCLUSION This chapter has highlighted the important aspects ofthis study. The objectives and hypotheses, which drive this research study have been restated and analysed. The demographic characteristics of the respondents (tourists, officials, service providers and local communities) have revealed the common aspects regarding their attitudes towards the destination. The hypotheses have been assessed and have led to either acceptance or rejection of the salient elements of the study. The rejection and acceptance of hypotheses form the basis of the recommendations which will receive more attention in the next chapter. It is quite noticeable that, despite the faCT that the respondents (tourists, officials, service providers and the community) have had varied personal attributes. varied 139 perceptions of activities and facilities in the Oribi Gorge, which have affected the outcomes of analysis. The fact that the respondents in some instances have had little information with regard to facilities and amenities, has tended to channel them into a common direction of thought and perception hence their views tended to be similar. Until the time comes when the community around the Oribi Gorge, have had sound knowledge about the development offacilities and programmes, and have also participated in decision-making, with regard to future planning, will the advancement of the study area as a prospective premier tourist attraction be achieved in the foreseeable future. 140 CHAYfER SIX CONCLUSIONS AND RECOMMENDATIONS 6.1 INTRODUCTION The main objective ofthis research, as stated at the beginning ofthe study, is to assess the destination of Oribi Gorge and its surrounding as a tourist attraction and to investigate future prospects. Now it is necessary to make the final outcomes ofthe preceding chapters and clarify some aspects as well as to draw inferences about the findings that were made during the course of the research. In doing so, the researcher would like to highlight how the research objectives are related to the rmdings. The process of relating objectives to the research findings would then enable the researcher to draw general conclusions on the whole complex operation ofthe research process. The summary ofthe findings would lead to suggestions and recommendations from the comprehensive interpretation ofthe data. The suggestions and recommendations are presented as a contribution towards the formUlation of a policy aimed at enhancing higher visitation rates to the destination of Oribi Gorge. The recommendations would also help in improving the facilities and activities which are already in existence in Oribi Gorge. It is also hoped that the suggestions put forward will help in getting the local community more involved in the tourism activities in this destination since it has been shown that there is a general lack of community involvement as tolli-ists and also service providers. Focus is now on how objectives are related to the fmdings. . ~ 141 6.2 SUMMARY OF THE STUDY The fundamental aim of this study as intimated in Chapter One is to assess the Oribi Gorge as a tourist destination. The assessment of this destination was done in terms ofthe existing facilities and activities in the study and how these facilities are perceived, patronised and utilised. Some ofthe general conclusions relate to the local community involvement and their awarp-ness of the existing facilities and activities in Oribi Gorge. Furthermore conclusions relate to the marketing strategies that are used and whether these strategies reach out to the local community. The future planning for the destination should be related to the desires ofthe tourists. In order to put the study in the right perspective, the hypotheses were set alongside the objectives ofthe study. The theoretical background for this research is highlighted in Chapter Two. The theoretical background relates to attraction as basis for tourism and recreation. The natural and cultural resource bases of attractions have received attention. The mportance ofnatural and cultural bases ofattraction was discussed in order to highlight the importance ofthese resources in terms of attracting visitors and the uplifting the standard of living of the indigenous communities. Tourism development as means for or the preservation ofculture is highlighted as part of the theoretical background. The importance of attractions to a destination and how these attractions are marketed, has laid foundation for the methods in which the Oribi Gorge area could be marketed. The discussion on tourism impacts are meant to reveal the positive impacts oftourism and how the impacts can benefit the host community. The key role players in the tourism industry are intended to show how these role players can combine their efforts in the formulation of 142 the policy that is in line with the tourism legislation, so that the tourism industry can benefit all concerned. The spatial delimitation as given in Chapter Three highlights the facilities and activities in existence in the study area. What has surfaced in this chapter is that the destination has the history of domination by White people. The control of the destination has been under the Nationalist government since 1947. The physical landscape revealed that the area consists ofelevated areas and a rugged terrain which is difficult to fence. Furthermore the main recreation resource which draws most tourists to this area is the gorge. The climatic conditions of the area indicate the suitable conditions for tourism activities since the area is warm throughout the year. Another feature ofthis area is that it consists ofself guided trails where numerous game and bird species can be viewed by the tourists. Adventure activities in which tourists can participate are available over the gorge. Accommodation is offered in the hotel, guest farms, chalets and at campsites. The physical setting revealed in this chapter shows that the destination has well-established attractions and support services which have the potential to draw adequate tourists. Having established that the area is well situated, Chapter Four focussed on the research methodology which is followed in conducting the research. Chapter Five focussed on the interpretation and analysis of the collected data. The process of interpretation aimed at testing the hypotheses postulated in Chapter One. The interpretation process led to the following conclusions: The community members are not aware of the tourism activities and facilities in the study area; the facilities in the study area are not well-equipped and inadequately supplied: the levels of patronage and utilisation of the resource 143 facilities are of low order; the marketing strategies for the study area do not reach out to the local community; and that the planning and the future development ofthe study area are not well-organised. The rejection and acceptance of the hypotheses indicate that certain corrective measures need to be taken in order to rectifY the situation at the destination (Oribi Gorge). It is on the basis of the acceptance and the rejection of hypotheses that recommendations, regarding the tourist destination of Oribi Gorge, are made. Recommendations are also made to create conducive conditions which would attract more tourists who would enjoy and lengthen their stay at this destination. It should be noted that some of these recommendations, such as the location of certain structures, are not based on interpreted data but on the researcher's observations, made during collection of data and also during the pilot study. The observations revealed certain discrepancies, such as the lack of tourists at the destination, which warranted contention. 6.3 OBJECTIVES AS RELATED TO FINDINGS Authors like Gartner (1996) and Lubbe (2003) construe that communities pay enonnous prices for allowing tourism to operate in their territory. The prices include allowing their resources to be used (or sometimes abused) and losing their privacy. Iftourism is planned with the benefit of the community in mind and in full and sincere consultation with the community. innumerable benefits can accrue to the local community. The first objective of t.he study is aimed at fmding out the level of community awareness of the activities and facilities in 144 Oribi Gorge. The objective was aimed at finding out the benefits which the local community derive from allowing their resources to be used. The data reveals that the community is unaware ofthe activities and facilities in Oribi Gorge (see Figure 5.1). Furthermore, resource utilisation is very low among the local indigenous communities (see Table 5.4). Arguably, if communities do not utilise the resources, it stands to reason that they are not aware of the resources. Clearly, the level of community awareness of the activities and facilities in Oribi Gorge is almost non-existent. Inskeep (1991) contends that secondary attractions such as cuno shops and famous restaurants are not important enough to lure tourists but serve as complementary features for tourists to increase their length of stay. Secondary attractions are based on subjective reasons and are subject to change. The second objective investigates the whether the facilities are well-equipped and if they are adequately supplied. The rationale behind this objective is to find out if the equipment and the supply of facilities and activities make the tourists increase their stay. The fmdings reveal that the officials are not satisfied with the physical conditions of the facilities (see Figure 5.2). The data also reveal that the accommodation facilities in the destination are not adequate and they do not offer a home-from-home atmosphere. This could imply that tourists are compelled to seek accommodation from relatives (see Figure 5.3). Furthermore. activities (such as hiking and bird watching) in which tourists participate do not require equipment (see Table 5.5). The data therefore shows that facilities in the study area are not well-equipped and are inadequately supplied. 145 McIntosh et af. (1995) construe that when consumer expectations are met or exceeded by tourism operations, one can expect repeat business and positive word-of-mouth advertising, as well as the ability to maintain and even increase the current level of charging for the existing tourism service. When consumer expectations are met, the levels of resource facility utilisation are high. The third objective was set to determine the level of patronage of various resource facilities in the study area. The findings would indicatt' whether the tourist expectations are met or not. The findings show that the officials and service providers regard the level of patronage as low (see Figure 5.5). The low levels of patronage as perceive by both the service providers and officials indicate that the tourist expectations are not met. Clearly improvement measures aimed at increasing the levels of patronage and utilisation, have to be taken in this destination. Utilisation level is another area ofconcern for the stakeholders at this destination. The low level of utilisation is further evidence which indicate that there is a dire need for improvement measures in this destination. George (2001) contends that factors affecting buying behaviour are social class and lifestyles. Social class is determined by occupation, education and income. Lifestyle refers to the way of life that people live. Psychographies which is the method of studying the people's lifestyles, artempts to measure people's activities, interests and opinions (AIO). The fourth objective investigated whether the marketing strategies employed by officials do reach out to the local community. The rationale behind this objective is to find out if the marketing policies do consider the AlO ofthe local communities. 146 The data revealed that inadequate marketing and lack of community involvement are shown to be the main reasons for the low patronage (see Figure 5.6). The activities provided in Oribi Gorge clearly indicate that the target market for this destination is the upper-class and the upper middle class. The upper-elass consists of the executives and owners of large businesses. The upper middle class are professional people. The demography of the local community reveals that this population sector constitutes mainly of the lower lower class which are unskilled manual workers and people on welfare. Clearly the marketing strategies for the destination do not reach out to the local communities. The aims of tourism development as seen by McIntosh et al. (1995) are: to develop an infrastructure and providing recreation facilities for visitors and residents alike; establishing a development programs consistent with cultural, social and economic philosophy of the government and the people of the host country; and to optimise visitor satisfaction. The last objective aimed at uncovering the views of tourists with regards to planning and future development ofthe study area. The tourist views would reveal the expectations sought by this population sector. The data on development shows that the needs of the tourists are: cultural village; more accommodation; entertainment areas; and botanical gardens (see Figure 5.7). The development plans by Ezemvelo KZN Wildlife officials show that only one of the tourist needs will be met in future. This pain involves providing more accommodation in the form of chalets (see Figure 5.8). The findings show that the planners should first investigate the tourist needs before implementing the development plaT1s. 147 The fmdings in this sub-section have indicated the achievement ofthe objectives for this study. It is now appropriate to draw the general conclusions that have developed through working on this project. 6.4 RECOMMENDATIONS The recommendations made in this sub-section are aimed at clarifYing some aspects ofthis study and to generalise on some ofthe fmdings in order to avoid some of the issues which are found to exist in this destination. On the basis of the interpreted data in the preceding chapter, the recommendations are made. The recommendations are presented as contribution to the formulation of policies which would rectifY the issues which have come to the fore as indicated by the fmdings. It is therefore, considered appropriate to make the following recommendations for the destination ofOribi Gorge. 6.4.1 Phvsical Development The destination appears to be more concerned with ecotourism and less concerned with the establishment of infrastructure to cater for the needs of the tourists. In this regard the officials seem to lose sight of the fact that tourism products are prone to life cycle variations and are subject to change. There is therefore, a need to develop physical structures which would meet the needs of the tourists. The following recommendations could be made: • Cultural Village: the failure of a cultural village which was established in 1995 at lzingolweni was due to the WTOng location as few tourists travel through that area. The location ofa cultural village on the eastern side of the reception office in Oribi Gorge Nature Reserve could be a 148 vital attraction. The cultural village could enhance local community involvement in that locally made handicraft could be sold to the tourists who would buy these crafts as souvenirs. The cultural village could also serve locally cooked food to the tourists. The establishment of native huts in the cultural village could ensure that the tourists experience the culture ofthe local community. • Hotel: the findings reveal that the existing hotel caters for the high income sector of the population. Furthermore, the hotel does not have competition. The establishment of another hotel next to Eland Game Reserve could ensure that the tourists visit local communities of KwaNyuswa and Izingolweni. The hotel could also provide accommodation to the lower income population groups. • Chalets: the six chalets identified at Oribi Gorge are inadequate for the tourists visiting this destination. It is therefore recommended that more chalets be added to the existing ones. Moreover, the support services such as the coffee shops should add accommodation facilities to their services. The chalets are recommended in that they are cheap to build and also inexpensive for tourists. The chalets could be convenient for tourists who do not seek comfortable accommodation. • Restaurant: the chalets in Oribi Gorge Nature Reserve are self-catering. Tourists visiting the nature reserve have to travel long distances to buy food from either the coffee shops or the hotel. The establishment of a restaurant near the chalets could solve this problem as tourist using chalets accommodations would get food from this establishment. It is hoped that the establishment ofthese structures would help in increasing the number of the tourists who visit this destination. The recreation facilities also 149 need attention. The focus on recreation facilities is necessary as these facilities constitute the supporting products to the core attraction in any destination. The following recommendations focus on increasing the number of recreation facilities. 6.4.2 Increasing Resource Facilities and Activities The findings in the preceding chapter reveal the inadequacy of the recreation facilities and activities in the destination. This inadequacy is revealed by the meagre percentage of tourists that indigenous visit the destination. To rectifY the situation, the following recommendations are put forward: • Botanical Garden: the establishment of a botanical garden would aid the nature loving tourists to visit the destination in order to view the different and indigenous plant species. • Reptiles: the abundance of reptiles such as pythons, black and green mambas in this destination offers the opportunities of reptile loving tourists to come and watch these reptiles. It is recommended that these reptiles be kept in enclosures for tourists to enjoy watching. • Birds: different kinds of birds are found in this destination. The preservation of the bird species in confmed areas could offer additional recreation facility for tourists. • Khoi-San Writings: these writings are found on the rocks in Oribi Gorge Nature Reserve. The fencing and protection ofthese writings would add an additional flavour to this destination in that these rocks could be considered as heritage sites. • Adventure Activities: the authorities of Oribi Gorge Nature Reserve should consider introducing some of the adventure activities which are 150 practised over the gorge. These activities could include abseiling, mountain biking and off-road go-carts. • Swimming Pool: the closure of the swimming pool in the Oribi Gorge Nature Reserve is considered to be a serious blow more especially during the hot summer month when tourists require this facility in order to cool down. The renovation and re-opening of this facility is considered as a dire need for this destination. • Children Playing Area: the flat area on the eastern side of the reception office is considered suitable for the introduction of this facility. This facility could help the tourists in keeping their children busy and eJ1joying themselves while the tourists are engaged in other activities. An increase in resource facilities is aimed at the diversification ofthe resources in order to cater for different age groups. The increased facilities would also aid in spreading the target market for this destination. Increasing facilities would, however, be futile if these facilities are not well-marketed. The following sub section therefore, focuses on marketing the destination. 6.4.3 Marketing the Destination The interpreted data revealed that the marketing strategies used for Oribi Gorge target only the affluent sectors ofthe population. The marketers should consider spreading the target market so as to include the lower income groups too. The marketers should focus on local communities by offering products which appeal to the local community members in terms ofpricing and interests. This could be done through organising events in which local communities participate actively. These events could include local music and dance and also art exhibitions. ISl Consideration could also be given to re-locating the existing information office to Murchison area which is frequently patronised by tourists visiting Oribi Gorge. The existing information office could be used as a curio shop or an additional cultural village. The information office could request magazine and pamphlet publishers to consider publishing versions printed in African languages. The translated versions would aid local communities who do not understand English, to read and understand these magazines and pamphlets. The officials should consider working closely with local taxi operators to introduce a transport service for local community members to reach this tourist destination. Close co-operation with the Department of Transport could also be sought by the officials of the study area. This co-operation should review the current road signage policy and provide adequate signage for tourists visiting Oribi Gorge. Package tours could be made available so that the tourists visiting Oribi Gorge could pay for using all the facilities found in Oribi Gorge and its surroundings. Finally the diversification ofthe products offered in the Oribi Gorge area should be aimed and sought by the marketers. This could be done through introducing cultural products in this destination. Tour guides could be employed to guide the tourists who want to visit the local communities. The destination should also consider including members of the local community in their tourism associations in order to obtain the communities' views concerning the development ofOribi Gorge. Vigorous marketing ofthe area should be planned with local community involvement in mind. This means that the marketing strategies should also focus on the needs and expectations of the local community members. The products could also include those that are affordable to low income groups. 6.4.4 Local Community Involvement The inclusion of local community members as service providers is almost non existent in this destination. As part of the Black Economic Empowerment programme (BEE), the local municipality should consider purchasing land from the surrounding farms and funding Black entrepreneurs to open their businesses, not only in Oribi Gorge but also in other similar tourist destinations such as Mthamvuna, Uvongo and Mpenjati game reserves. The funding of the entrepreneurs would ensure that tourism industry does not only benefit the few community members who are fortunate to own large businesses. Funding could also be aimed at promoting small co-operations that would also include the previously disadvantaged groups. Projects such as Gobhela Arts Crafts Centre are too far from tourist destinations. Moreover, there is no evidence to suggest that Blacks would benefit from the Horse Shoe Farm Agri-tourism Project (see letter oftransmittal). In this regard the local municipality should ensure that the funded projects are located next to tourist destinations. In this way the tourism benefits would be extended to the local communities. The local municipality should work closely with organisations such as Business and Arts South Africa (BASA) to promote and encourage sustainable and strategic partnership between the private sector and the arts. Such co-operation would ensure that projects such as Gobhela Arts and Crafts Centre, are located in areas that are frequently patronised by the tourists and would therefore benefit the crafters. Finallv.. . the local communities should form tourism organisations~ which are aimed at facilitating partnership between local authorities, NGOs. the media and the conservation agencies. These organisations would help in local community 153 awareness and with the inclusion of local communities in tourism project initiatives. The involvement of local communities would further be enhanced by educating the youth and the community at large. 6.4.5 Education The introduction of Travel and Tourism as a subject in school is a positive step for promoting tourism awareness among the youth. Tourism, however, cannot be confined to a narrow classroom situation. Attempts have to be made to make the subject more practical. The tourist destinations could liaise with the neighbouring schools and make tourist destinations available in order to promote the practical dimension of Travel and Tourism education. In this regard schools could be invited to use campsites for camping ofthe boy scouts. Biology students could make use of resources at the destination of Oribi Gorge in order to learn more about plant and animal species. The hotel in Oribi Gorge could open its doors for schools functions like Matric Dances. The local municipality could extend its assistance through funding youth training programmes in order to train learners on adventure activities such as mountain biking, abseiling, gorge swinging and white water rafting. The use of the local media (Radio Sunny South) could be extended so that it includes daily programmes on tourism issues and current news. Moreover, learners could be invited to write tourism articles which would be published in the local newspapers. The local newspapers could also organise competitions in which the best articles 'written by learners would obtain a price for the school. The eJ<.1:ension of destination activities to schools would make learners more knowledgeable of tOurism and therefore enable them to conduct future research on these destinations. 154 6.4.6 Future Research The study should be regarded as an attempt to establish the general tourism patterns at Oribi Gorge destination. The area covered in this research project is, however, too small to make generalisations on other tourism destinations. The study is but a micro groundwork which does not cover most of the research problems which might be experienced by other similar destinations. It is therefore recommended that other research be conducted at the neighbouring similar destinations such as Mpenjati, Skyline, and Mthamvuna Game Reserves. Such studies could reveal similar problems which might be experienced by destination and thus enable to attend to these problems at the same time. These studies could include studies on the general coastal tourism patterns; reasons for coastal destination preference among the tourists; future tourist destination development along the coast; hinterland tourist destination development; and so on. The study has revealed that the hinterland destinations do not receive much attention with regard to tourism development and this is the reason why research on future hinterland tourism development is necessary. The study also revealed that the destinations are surrounded by poverty-stricken communities. Strategies have to be put in place in order to alleviate the standard of living of the local communities. The recommendations put forward in. this sub-section have highlighted possible solutions to the problems which face the destination of Oribi Gorge. Although the recommendations are not intended to produce ready-made solution packages which v.ill change the destination overnight, it is hoped that the contribution made will aid in promoting tourism awareness and further assist in the implementation of marketing strategies designed to attract more tourists to the study area. The study has also revealed the plight of the communities 155 surrounding tourist destinations and it is hoped that future considerations will include local communities. 6.5 CONCLUSION This chapter has highlighted some of the most important aspects of the study. This was done through relating the objectives findings. The general conclusions have assisted in co-ordinating and the revelation of the essence of different chapters of the study. Finally recommendations have been made to ensure that pitfalls identified in the destination could be prevented in future. In conclusion, many attractions and events are increasingly criticised for conveying images that fail to appreciate and value the true cultural identity of destination areas, resulting in a loss of authenticity (VeUas and Becherel, 1999). It is for this reason that many critics ofthe tourism industry are urging it to get back to its roots. Bowden (2003) argues that tourists may not even engage with the local people, see the local environment or taste local food. Bowden further construes that there are examples which show that tourism can again be attached to these principles in that communities can still benefit, environment and wildlife can be preserved and local cultures can be respected and strengthened. These positive examples now need to be transferred into policies and guidelines for the future which should apply to the entire tourism industl)'. 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Harlow: Adisson Wesley Longman Ltd. 165 APPENDICES 166 APPENDIX - A: QUESTIONNAIRE TO THE TOURISTS ORIBI GORGEASA TOURISTA1TRACTION: ASSESSMENTAND PROSPECTS This Questionnaire is designed for use as a tool to interview the tourists/ visitors who visit Oribi Gorge Nanrre Reserve to find out: a) where most visitors come from, and the frequency oftheir visits; b) their experiences and feelings about the recreation facilities available in this area; and c) other recreation facilities they would like to see developed in this area. PLEASE COMPLETE THE FOLLOWING QUESTIONNAIRE BY PUTTING A CROSS IN THE APPROPRlATE SPACES PROVIDED. 1. PERSONAL DATA I.I Race : White . African 3 ! Asian 1 14 i Coloured I :5, i Other (specify) 1.2 Gender : 1 Male :2 : Female 1.3 Age i 1 10 - 20 years , 11 - 35 years . 36 - 50 years 4 51 - 80~ years 167 1.4 Educational qualifications I 1 No formal education 2 Up to Grade 7 , J Grade 8 - Grade 12 4 Post Matric Diploma 5 Technical Diploma 6 Degree I 1.5 Occupation 1 IUnskilled I2 I Skilled I i Professional , i Unemployed i I Pensioner I 2. TOIIRISM Il'I"FORI\1AnON 2.1 \Vhich ofthe following provinces or countries do you come from, originally~ i I i KwaZuJu-Natal : Gauteng i Mpumalanga !4 ! Western/EastemJ Nonhem Cape I ,] 5 i Limpopo / Non West 6 Free State 7 . Europe (specify) 8 America (specify) 9 The East (,pecifyl 10 Australia II Other !specify) 168 2.2 How often do you visit Oribi Gorge? I IFirst time 2 Weekly , ~ Once a month 4 Twice a year 5 Once a year I 6 Never 2.3 Why do you visit this area? I It is peaceful. ,1 , 2 There are lots ofattraction. I , ~ (just like it. I 4 Other (specify) 1 2.4 \Vhich attraction(s) have you visited or are you going to visit in this area? i Birding I 2 i Self-guided walking trails 3 I, The Gorge 4 i Picnic sites 5 I Game 6 i Botanical sites 7 !, Reptiles 8 I Cliffs I 9 I Camping 10 Braai spots I ! Accommodation 12 ! Scenic drive J3 , Conservation areas 14 . Seasonal,' Coastal areas 15 . Other (specify) 169 2.5 In which activities are you going to participate in, or have you participated in? I Bird watching 2 Hiking on walking trails 3 Game watching I 4 Picniking 5 Camping 6 Abseiling 7 White water-rafting 8 Horse riding 9 Mountain biking 10 Gorge swinging I 1\ Light plane trip 12 Other (specify) I 2.6 How would you describe the conditions offacilities and resources in this area? ! Very poor I Poor IAcceptable 14 ! Good 5 : Excellent 1 I 2.7 How would you describe their level ofutilisation? I I i Under-utilised I ! 2 [I Adequatelv• utilizes I , i J , Over utiIized I 2.8 Describe the treatment -vou receive! received when visitinl!-these areas? ! Very poor 2 , Poor 3 " Acceptable 4 Good 5 Excellent 170 2.9 Would you visit these areas again? I~ 2.10 Give reasons for your answer above. 2.11 What kind ofaccommodation do you use in Oribi Gorge? I Hotel i 2 Chalets , I, ~ I Bed and Breakfast i 4 Cottages I 5 Camp Sites I i , I I , 16 IRelatlve 2.12 Give reasons for your choice? 1 I"~ Cosy ~ 1--=--+.1 ~:------~-----JI 12 I Homely ICheaper I I~ : Convement I:)- i Other (specify) 2.13 \Vhat other attractions! services would you like to see developed in this area? 1 Cultural village 2 Holiday resort , " Hotel 4 Conference facilities 5 Emettainment areas 6 Botanical gardens 7 Casino 8 Cinema 9 Other (speci~) 171 2.14 In your opinion, is this area well patronised as a tourist destination? 2.15 Ifyes, what do you think is! are the reason(s) for this? I Enough facilities 2 Well marketed ~ .) Well developed 4 Other (specify) 2.16 Ifno, what do you think is! are the reason(s) for this? I I Fewer facilities i 2 INot well marketed I 3 INot well developed I ! 4 IOther (SpeCI fy) I 2.17 How would you improve the situation in this area? I More tourism development 2 ,i Would market it more vigorously i Would leave it as it is i Other (specify) 2.18 Is there anything else you would like to add to this0 THAJVK YOU FOR YOUR CO-OPERATION 172 APPENDIX-B A OUESTIONNAIRE TO THE OFFICIALS ORIDI GORGE AS A TOURIST ATTRACTION: ASSESSMENT AND PROSPECTS This questionnaire is designed for use as a tool to find out information from Ezemvelo KZN Wildlife officials and assistants in the study area regarding: a) the level ofpatronage in the area; b) their feelings and expectations regarding further development ofthis area. PLEASE COMPLETE THE FOLLOWING QUESTIOJIo'NAlRE BY PUTTING A CROSS IN THE APPROPRIATE SPACE(S) PROVIDED I. PERSONAL DATA 1.1. Gender 1 1 I Male I 2 IFemale 1 1.2. Age 10 - 20 years 2 21-35 years 3 36 - 50 years 4 51 - 80 + years 1.3. Race ! African 2 . Asian 3 Coloured 4 White 5 Other (specify) ..,~ l i.J 1.4. Area ofresidence 1 Albersville 2 Bhobhoyi 3 lzingolweni 4 Marburg 5 Margate 6 Murchison 7 Oslo Beach 8 Paddock Plains 9 Ramsgate 110 I Shelly beach i 11 I Uvongo 12 I Other (specify) 1.5. Status ofresidence 11 Tenant I 3 Owner , ! 4 Other (specify) 1.6. Period ofresidence : Less than 4 years I 2! 5 - 9 years i !-,c----+--cjc:-O--,jc-c------+------' , .J - 4 years 4 , 15 - 19 years 5 20 + years j 74 1.7. Educational qualifications I INo formal education 2 Up to Grade 7 ~ J Grade 8 -12 4 Post Matric Diploma 5 Technical Diploma 6 I Degree 1.8. Occupation I I I Hospitality Manager I j2 Field Ranger I "J . General Assistant I I 4 I Camp Attendant I 5 I Other specify i I • : 1.9. Period ofservice i Less than 4 years I , 5 - 9 years I• 110-14years I 15 - 19years , 20 + Years I • 2. CONTACT WlTH TOURISTS I RECREATORS 2.1. When do you see more tourists / recreators in this area~ I Throughout the year , 2 : Summer holidays I 3 Winter holidays 4 Easter hol idays 5 Other I specify) 2.2. How often would you like to see recreators I visitors? I Throughout the year 2 Summer only 3 Winter only 4 Easter only 5 I Never 6 Other (specifY) 2.3. Choose the most appropriate answer(s) I I would like to see more tourists! recreators in this area 2 More tourism would lead to more development 1 ~ More tourism would spoil the tone ofthis area I 4 I More tourism would degrade this area I 5 Other (specify) I I i 2.4. How often do you come into contact with recreators I visitors? IVery often i Rarely I I' avoid them IOther 2.5. How do you fell about visitors I recreators? Appreciate their visit 2 They bring revenue to our area 3 More should come 4 Indifferent 5 They crowd us 6 They pollute 7 They use us and our resources 8 Other I specify) 176 2.6. Ifyou could change this area, what would you do? I Develop more attractions 2 Promote tourism vigorously 3 Not come into contact with them , 4 Chase them away 5 Other (specify) 2.7. Do you think area receives enough tourists! recreators per year? I~ 2.7. L Ifno, what do you think the reasons for this are? IPoor recreation facilities 1 5 : Other (specify) 1 I 2.7.2. Ifyes, what do you think the reasons are" ilt is well marketed , i? j- i It is well developed 13 I There are enough recreation facilities I ! 1 4 Other (specify) i 2.7.3. Ifyou could develop more facilities. what other facilities would you develop in this area? 1 Game parks , 2 ' More accommodation I 3 , Cultural villages 4 More recreation facilities 5 ! would leave this area as it is 6 Other (specify) ...,..., 1I ! 2.8. How would you describe the physical condition ofthe recreation facilities in this area? I Very poor 2 Poor 3 Acceptable 4 Good 5 Excellent 2.9. How would you describe the level ofutilization ofthe recreation facilities? I IUnder-utilised 2 IAdequately utilized , ~ lOver-utilised I 3. TOURISM DEVELOPMENT PLAN 3. I. Is this area represented in the Ezemvelo KZN Wildlife regional meetings? I1 IYes I , 12 !No ,I \ 3.2. Are you aware of any tourism development plans ofEzemvelo KZN Wildlife? !I ,Yes I I ! No I 3.3. To what extent these plans involve Oribi Gorge Nature Reserve" I I : To a great extent I 7 To a little extent I , 3 They don't , 4 j am not sure 5 Other (specify) 178 3.4. What tourism development plans does Ezemvelo KZN Wildlife have for this area? 1. 2. 3. 4. 5. 3.5. Do you think this area has reached its development potential as a tourist attraction? 3.5.1. Ifyour answer is no, what do you think stands in the way for development in this area? 1 4. 1-cc- ---1 15. , 16. I VDU 3.5.2. Ifvou, were a CEO for this area what would ' do for it? 2 3 4 5 6 ! 79 3.6. Is there anything else you would like to add to this? THANK YOU FOR YOUR CO-OPERATION 180 APPENDIX-C A QUESTIONNAIRE TO THE SERVICE PROVIDERS ORIBI GORGE AS A TOL'RIST ATTRACTION: ASSESSMENT AND PROSPECTS This questionnaire is designed by the researcher for use to collect infonnation from local recreation, hospitality and tourism service providers regarding: a) the type ofservices they provide; b) whether they feel that their services are adequately patronised by visitors; and c) whether they think that Oribi Gorge Nature Reserve and its surroundings has reached its potential as a tourist attraction. PLEASE COMPLETE THE FOLLOWING QUESTIONNAIRE BY PUTTING A CROSS IN THE APPROPRIATE SPACES PROVIDED. I. PERSONAL DATA J.J. Gender Male I~ Female 1.2. Age 10-20 years 21 - 35 years 36 - 50 years ,14 51 - 80+ years 1.3. Race I , African . Asian I J' • Coloured i 4 \Vhite 5 Other (specii)1 181 lA. Area ofresidence I Albersville 2 Bhobhoyi ~ ~ lzingolweni 4 Marburg 5 Margate I 6 Murchison 7 Oslo Beach 8 Paddock I 9 Ramsgate , 10 Shelly Beach 11 Uvongo 12 Other ( specify) 1.5. Status ofresidence j I ITenant , I 12 ! Bonded I ! I,.>~ , Owner 4 ! Other ( specify) ! 1 1.6. Period ofresidence Less than 4 years 2 : 5-9 years 3 10 - 14 years 4 15 - 19 years 5 20 years and above 182 1.7. Educational qualifications I No fonna! education I 2 Up to Grade 7 ~ " Grade 8- 12 4 Post Matric Diploma 5 Technical Diploma I 6 Degree 2. SERVICE PROVIDED 2.1. Type ofservice provided II Accommodation , I 2 Food i i 3 I Recreation ! I 4 Transportation i I 5 Shopping i 6 ' Wildlife i IOther (specify) 2.2. Period in this service Less than 4 years i : 5 - 9 vears 2 I " i 3 4 15 - 19 years 5 , 20+ years 183 2.3. Do you think that your business is well patronised? II 2.4. If not, what do you think the reasons are for this? I Fewer recreation facilities in this area 2 Not too many visitors in the area 3 Area not well marketed 4 Area not well developed 5 It is far from the maddening crowds 6 Local people do not use this facility 7 IOther ( specify) i ')_.:J. Do any tourists or recreators visit this area? If-:::----!I~:-:-:-s------1---.j 2.5.1. When do you see more tourists or recreators in this area? Throughout the year 2 Summer only 3 Winter only 4 Easter only 5 Other (specify) 184 2.5.2. How often would you like to see them? I Throughout the year 2 Summer only , ~ Winter only 4 Easter only 5 Other(specify) 2.6. Choose the most appropriate answer. I More tourism would lead to more development. 2 More tourism would spoil the tone ofthis area. 3 More tourism would degrade this area. 4 Other (specify) 2.7. How often do you come into contact with tourists! recreators? 1I IVery often 1 2 i Not so often 13 IOther (specify) 2.7.1. How do you feel about them (tourists / recreators): I 1 Appreciate their visit. I 17 1-, They bring revenue to our area My business depends on them. More should come. Indifferent. They crowd us. :7 They pollute the area. !8 They use us and our resources. '9 Other lspecify) 185 2.8. Ifyou had financial resources, what would you do? 1 Develop more attractions. 2 Promote tourism vigorously. ~ .> Develop more services 4 Purchase the whole area 5 Other (specify) I 2.8.1. Ifyou could develop more facilities, what other facilities would you develop in this area? I Game parks 2 Shopping centre ~ .> Casino I 4 Cinema 5 Cultural village , I I 6 I I would leave this place as it is. I I i 7 Other (specify) ! i I I 2.8.2 How do you feel when visitors to this area do not use your service? I don't even notice. 2 I loose some revenue. 3 It is because my business does not cater for most oftheir needs. 4 I need more capital to develop my business. 5 Other (specify) 186 2.9. What recreation facilities do visitors often use in this area? I Game watching 2 Birding .J" Abseiling 4 Water rafting I 5 Mountain biking I 6 Mountain hiking 7 Self-guided trails 8 Horse riding I 9 Wild sliding 10 Wild swinging I i II I Bass fishing ! I 12 ISwurumng 13 I Picnic sites 14 i Conference rooms I 15 I Other (specify) I I 2.9.1. How would you describe the recreation facilities' physical condition? i 1 i Very poor I 12 i Poor I I i 3 Acceptable I i4Good I i 5 I Excellent 2.9.2. How would you describe the recreation facilities level ofutilisation" I I . Under-utilised I . Adequately utilized Over-utilized Olher (specify ) 187 2.10. Is there anything you would like to add to this? THANK YOU FOR YOUR CO-OPERATION 188 APPENDIX-D A OUESTIONNAIRE TO THE LOCAL COMMUNITY ORmI GORGE NATURE RESERVE AS A TOURIST ATTRACTION: ASSESSMENT AND PROSPECTS This questionnaire is designed for use for use to collect infonnation from local indigenous communities regarding: a) the level ofawareness and patronage in the study area; b) their perceptions and expectations ofthe study area. PLEASE COMPLETE THE FOLLOWLNG QUESTIONNAIRE BY PUTTING A CROSS IN THE APPROPRIATE SPACES PROVIDED. a. PERSONAL DATA I.lO. Gender I Male I~ I Female I.ll. Age I I , 10 - 20 years i 21-35vears ,! .. i~ , ,", 36 - 50 years :4 51 - 80 + years i 1.12. Race I I African ~ Asian -' Coloured 4 \\/hite 5 Other (specify) 189 1.13. Area ofresidence I Bhobhoyi 2 lzingolweni , .J Murchison 4 Paddock , 1.14. Status ofresidence I Tenant , 2 Bonded , .J IOwner I I i I Other (speclfy) I I.I5. Period ofresidence II i Iless than 4 years 1-=2=----+(-=5c----=-9-y-e-ars---'------+------!, [ I .J 10 - 14years , 4 i 15 - 19 years i5 .20+years i 1.16. Status ofrespondent Father ") Mother : 3 Daughter 4 Son 5 Other (specify) 190 1.17. Educational qualification I No formal education 2 Up to Grade 7 ~ " Grade 8 - 12 4 Post Matric Diploma 5 Technical Diploma 6 Degree 1.18. Occupation I Unskilled 2 Semi-skilled 3 i Skilled 4 Professional I I b. PERCEPTIONS A,"iD EXPECTATIONS 2.10. Use these ratings scales to evaluate the following statements: [strongly agree = I. agree = 2. undecided = 3, disagree = 4. strongly disagree = 5.] , ~ I 7 I i I le> 4 5 IThere are many benefits which result from tourism at Oribi i Gor e The community is involved in tourism related maners The community has adequate information about tourism at Oribi Gorge Many jobs have resulted from tourism at Oribi Gorge Tourism development at Oribi Gorge has led to provision of i education, health, sanitation. housing, etc. . A cultural village should be established for tourists visiting Oribi Gorge ¥ Hunting quota and supervised gathering of firewood is permined at Oribi Gorge 191 2.11. What do you expect to gain from tourism at Oribi Gorge Nature Reserve? 1 Employment 2 Education ~ J , Infrastructure 4 Other (specifY) 2.12. Have you ever been invited to attend a meeting related to tourism? I~ I Yes 2.13. Have you ever been involved in the decision concerning tourism benefits at Oribi Gorge Nature Reserve? IYes I~ I No I 2.14. How often do you utilize the following resource found in the study area. Mark using the following rating scales: [very often = 1, often = 2, occasionally = 3, seldom = 4, never = 5] ,~ 'J j.J 4 5 : Accommodation facilities ,I 2 IBirding 3 i Game watching I 4 I Mountain biking i, - 5 i Mountain hiking 6 I Self-guided trails 7 ' Water rafting 8 . Swimming pool 192 9 Horse rides 10 Wild slides 1I Wild swing I 12 Bass fishing I I 13 Picnic sites 14 Conference room I 15 Other (specilY) 2.15. Do you know ofany family who depends on tourism for living? 1I IKnow many. 12 IKnow few. I 2.16. Do tourism benefits have an impact in Oribi Gorge Nature Reserve and the surrounding area? i I i Yes I 12 :No I 2.16.1. Ifyes, do these benefits have an impact on the following? Mark using the ratings scales: [strongly agree = L agree = 2, undecided = 3. disagree = 4, strongly agree = 5] 7 3 4 . 5 Employment Income Cultural awareness Mortality Crime Education Other (specify) 193 2.17. Is there anything you would like to add to this? THANK YOU FOR YOUR CO-OPERATION 194 APPENDIX-E TRANSMl1TAL LE1TERS University llf Private BogXlO Zululand: ISIPINGO 4110 South Africa DURBAN-UMLAZICAMPUS Tel: 031 907 7000 Fax: 031-907 3011 Ref: November 2004 To whom it may concern Dear Sir !Madam RE: REQUEST TO CONDUCT RESEARCH Mr M.C. Gobhozi is part-time student at the University ofZululand doing a degree of Masters in Recreation and Tourism [MRT]. The attached questionnaire is part ofhis research project seeking to establish whether Oribi Gorge can be regarded as a tourist attraction and destination and also looking at community perceptions and participation in Oribi Gorge programmes. The title ofthe research project is: "Oribi Gorge as a Tourist Attraction: AssessmentandProspects". This research is undertaken mainly for academics purposes in the Oribi Gorge environment. It is hoped that the findings of the study will make a meaningful contribution to the fields of tourism and understanding of tourism among local people and KwaZuIu-Natal as a whole. All information collected from you through this questionnaire will be kept in strict confidence. Your assistance in this regard will be highly appreciated. L.M-'M· 0 Co-or . ator -PDRT Programme Centre for Recreation and Tourism cc. Mr M.C. Gobhozi (Researcher) 195 MrNe Gobbozi P.O. Box 871 Shelly Beach 4265 10 October 2006 The Manager LED & Tourism Ugu District Municipality PORT SHEPTSTONE 4240 Dear Mr Hlongwane I am a student at the University of Zululand, doing Masters Degree in Recreation and Tourism and my topic is: Oribi Gor!!:e As A Tourist Attraction: Assessment and Prospects. I would be vel)' grateful ifyou could provide me with some information to help me with this research. Answers to the following question would help a great deal. I) Is there any reason why tourism development is more centered along the coast and hinterland destinations do not receive adequate attention? 2) Are there any plans that are in the pipeline for hinterland tourism development in Ugu District? 3) The tourism marketing strategies used in the District appear to target the former 'elite' or 'enlightened' sectors of the population. \l/hat new marketing strategies are planned for the District which will spread the target market so as to include the local indigenous communities? 4) The White Paper on the Development and Promotion of Tourism states that tourism should be used, "'to aid the development of rural communities" (DEAT, 1996). What strides have been taken towards this direction in Ugu District and what has been achieved so far? 5) One of the functions of the municipal tourism. as stipulated in the KwaZulu-Natal Tourism Act. 1996 fas amended. including No 2 of 2002), is: ·the facilitation of the participation of local communities in the tourism industry: Are there any 196 strategies used in Ugu District which ensure the involvement of small business entrepreneurs in my study area (Oribi Gorge)? 6) What attempts have been made by Ugu District to increase the general awareness ofthe benefits ofrecreation and tourism among the local indigenous communities? I know that you are a busy person and collecting such information will consume a lot of your time, but as a person who is committed to serving the community, I am sure that you will, within your busy schedule, try to find time to help me in this regard. In return I promise to provide Ugu District with the copy ofthe fmdings ofthis research. Thanking you in anticipation. Yours faithfully Musawenkosi Carlyle Gobhozi (Student No: 850142) 197 1'0 """ 33 "'" SI> ENQUIRIES REF IMIBUZO : Skhumbuzo Hlongwane INKOMBA: P.O. Box 871 SHelLY BEACH 4265 17 November 2007 Dear Mr Gobhozi ACADEMIC RESEARCH ANSWERS FOR MR M.C. GOBHOZl I would like to congratulate you for choosing our area as study area for your studies. I hope this study will assist us as Tourism Development practitioners and Ugu District Municipality with new strategies to fast track transformation in this key sector and the development of sustainable tourism products in the study area. (Oribi Gorge under Ezinqoleni Municipality) I have answered your questions and I hope this will assist you in fulfilling your academic requirements. The questions are answered as per their sequences. 1. ANSWER The major reasons for the tourism to be centered around the coastal strip is that beaches has been used as the destination to the extent the South Coast has been marketed as the Beach Destination or Golf Coast by local tourism bodies and Tourism Kwazulu Natal .I also believe that spatial planning and force removal policies of Apartheid State contributed in the current state of tourism development in the South Coast. The local government structures and tourism industry in our District have realized that without the involvement of the rural communities in the tourism industry as product owners or service providers, we will never contribute in the Millennium Development Goals, which mandate all signatories of the MDG Plan to contribute in halving poverty and unemployment by 2014 and also in the general stability of the District. 198 There have been a lot of initiatives which are focusing in the promotion of tourism in the rural community in the form of developing skills and promoting entrepreneurship spirit through different govemment programmes including Tourism Enterprise programme and Creative Industry development programme. Therefore, the democratic local government which is developmental has invested millions of rands in the hinterland to conduct feasibility studies for tourism related business ideas and tourism infrastructure development. 2. Answer Yes, there are plans for the hinterland in the pipeline which I b~lieve will change the face of the tourism owners and will also contribute into creating sustainable and popular tourism products. This includes the following projects: • KwaQiko Execution Rock Projects at Vulamehlo Municipality, • Horse Shoe Farm Projects - estimated as R44 million projects (Ezinqoleni Municipality or Study area). See attach Record of Decision Document attached. • The proposed Shoshobane Peace Memorial Route - still in the conceptual stage (within the Study Area). • Craft Development projects, • Stick Fighting or Indigenous Games or Traditional Music and dance - is being develop to promote Cultural Tourism which is in line with our Zulu Kingdom Brand. Currently, the district is finalizing its Tourism Sector Plan which will identify the new tourism development corridors for development in the hinterland. This will feed in to the District Growth And Development Strategy and the Provincial Economic Spatial Development strategy. 3. ANSWER The District Municipality as the part of the development state and also as the organ of the state that embraces the ASGI-SA, has committed itself through its Supply Chain Management Policy or Procurement Policy to be biased in the black owned business where ifs giving contracts. Therefore, this is one of the initiatives that will contribute in the transformation of the tourism industry. The District is currently having a scheme to sponsor adverts for the HDI owned enterprises, in the 2006 we are sponsoring twenty companies. This companies are sponsored through the popular route magazine know as Southern Explorer. One area of focus is to developed and package good tourism products, which currently is lacking. The District has approved R1 million for 2006/2007 financial year for feasibility studies and business planning for the new tourism products for the hinterland. 199 4. ANSWER Ugu District Municipality has been involved in different TOURISM development programmes which are as follows; • Craft Development Initiative - includes enhancing of craft development skills across all the municipality, • KwaQiko Execution Rock project - at Vulamehlo Municipality • Horse Shoe Farm Agri-tourism Project at Ezinqoleni Municipality • Skills development programmes working closely with the Tourism Enterprise Programme, • South Coast Music Festival, • Nyandezulu Waterfall The following achievements have been made: • There is a successful project called Gobhela Arts Craft Centre, at Umzumbe Municipality, which is the project that is youth owned and deals with production of beadwork, ceramic potteries and grass work, which are supplied to curio shops and crafts agents for the tourism project. • Horse Shoe Farm Agri-tourism Project is the project that consist of the vegetable production plot under irrigation and recently it has received the record of decision from the Department of Agriculture and Tourism to build within 36months the following tourism: • Conference Centre that will accommodate 120 people, • Rondavel -type accommodation for 60 people Le. 21 units, • Open air amphitheatre for music • Restaurant, • Workshops and crafts markets, This project is on the stage of looking for investment. • We have hosted three workshops with the Department of Arts, Culture and Tourism and the Tourism Enterprise Programme during 2006, which was targeting emerging tourism entrepreneurs from indigenous communities. • South Coast Music Festival - is the growing festival which in its first year was hosted at Oribi Gorge and in the last two years and this year it has been hosted at Hibiscus Coast The reason for that is to build the South Coast Music Festival brand, so that it will be taken to the hinterland with huge following and as well known brand and therefore start to diverting the tourists' traffic from coastal strip to hinterland. • Nyandezulu Waterfall is the community initiative which attracts a lot of tourists from overseas and currently it's being developed to prOVide overnight stay. All above projects face a similar challenge of developing good marketing strategies and linkages with the established products owners. 200 5. Answer Ugu District Municipality has facilitated the participation of the community in tourism development by doing the following: • Funding feasibility studies of tourism products. (Horse Shoe Farm business plan) • Funding the infrastructure development (Current infrastructure development in the same project), • Funding marketing of products owned by Historically Disadvantaged Entrepreneurs though bUying marketing slot in the Southern Explorer Magazine. (Few crafters from the study area have benefited in the programme including Mr Mandla Khawula Travel Business). • Sending people to conferences and trade shows related to tourism and hospitality industries. 6. Answer • Schools have been used to promote tourism through encouraging the introduction of tourism as a subject. One school from the study area is offering the subject and Ugu officials are assisting. • Tourism road show were held last in all local municipalities. • Community Radio (Radio Sunny South) has been used during the tourism month to promote tourism awareness within our communities. • Joint programmes have been undertaken with ESayidi FET which offers tourism and hospitality to promote tourism benefits to our economy. Conclusion I hope that my answers are adequate and please not hesitate to call me on this number (039) 688 5803 or 082 493 9664 for any clarity or supporting documents Prepared by: Sikhumbuzo Hlongwane Acting Manager: LED and Tourism 20] THE END 20: