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Neolocalism, Craft Beer and Beer Tourism in South Africa By COPYRIGHT AND CITATION CONSIDERATIONS FOR THIS THESIS/ DISSERTATION o Attribution — You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use. o NonCommercial — You may not use the material for commercial purposes. o ShareAlike — If you remix, transform, or build upon the material, you must distribute your contributions under the same license as the original. How to cite this thesis Surname, Initial(s). (2012). Title of the thesis or dissertation (Doctoral Thesis / Master’s Dissertation). Johannesburg: University of Johannesburg. Available from: http://hdl.handle.net/102000/0002 (Accessed: 22 August 2017). Neolocalism, Craft Beer and Beer Tourism in South Africa By KEAGAN JAMES EDWARD COLLINS A Dissertation Submitted In Fulfilment of the Requirements For The Degree Of Masters In Tourism and Hospitality Management In the The College of Business and Economics School of Tourism and Hospitality UNIVERSITY OF JOHANNESBURG SUPERVISOR PROF. C.M ROGERSON DECEMBER 2018 . DECLARATION I declare that the information presented in this thesis is my own original work, conducted under the supervision of Prof. C.M. Rogerson. It is submitted for the degree of Masters in Tourism and Hospitality Management in the College of Business and Economics at the University of Johannesburg. This work has not been submitted as part of a degree at another institution, but it has informed the production of three co-authored journal articles written by the same author. I understand that plagiarism means presenting the ideas and words of someone else as my own without appropriate recognition of the source. Therefore I declare the following: The work that I submit for assessment is my own, except where I explicitly indicate otherwise (please see Acknowledgments). Where material written by other people has been used (either from a printed source or from the internet), this has been carefully acknowledged and referenced. I have used the Harvard method convention for citation and referencing. Every significant contribution to this research, as well as quotations in this thesis from the work of other people has been acknowledged through citation and reference. I am aware of the University’s policy, with regards to plagiarism as a serious offence punishable by a disciplinary committee. I have not allowed, and will not allow, anyone to copy my work with the intention of passing it off as his or her own work. This thesis is my own work, and it has not been, partially or wholly, copied from another. Student Name: K.J.E Collins Student Number: 200900358 ………………………………………………… Signature Date…………………....................................... i . ACKNOWLEDGEMENTS “Great things are brought about and burdens are lightened through the efforts of many hands “anxiously engaged in a good cause.” Quote ― M. Russell Ballard Hence I would like to extend a very heartfelt thank you to the following people: First and foremost, I would like to thank God Almighty for giving me the strength, knowledge, ability and opportunity to undertake this research and whose many blessings have made me who I am today. “If you remain in my word, you are really my disciples, and you will know the truth, and the truth will set you free.”— John 8: 31 - 32. Secondly I would like express my utmost appreciation and gratitude to Prof. Chris Rogerson, my Supervisor for this Dissertation. None of this could have been achieved without his valuable guidance, noble support and necessary inputs. A man who I will forever admire as a role-model and close friend. Thank you for your unparalleled devotion and incredible faith in me even at times when I may have pushed you towards insanity. I apologize deeply. From the bottom of my heart I thank you for everything you done for me and I pray that god blesses you and your family abundantly. I will truly miss your great sense of humour . A special mention and thank you must be directed to towards Prof. Jayne Rogerson, Bella and Jono for their wonderful friendship during the duration of this Masters. Their moral support and valuable inputs were much appreciated. A special thank you to Teddy, Skye and Dawn Norfolk for their unconditional love and encouragement during the writing of this dissertation. I would also like to give much needed praise to my loving Aunty Lauryn, for coming to my aid at a time most needed. Your kindness and willing desire to help those in need does not go unnoticed. Thank you for being my guardian angel and most trusted advisor. Forever and Always! [*Coldplay – “Fix You”] To Anton, Amber and Abigail – thank you for your most gracious hospitality and all-round support during the writing of this dissertation. Your helpful contributions to continuous encouragement are much appreciated. To Stephen, Josh, Bella, my adoring mother and most beautiful sister – I thank you for never giving up on me and always ensuring I never go with-out. Your love and support has always been infinite. From the depths of my soul I love you both very much! To my Oups, Nana, Taryn and the rest of the family, thank you for your never-ending spiritual guidance and unconditional love towards me. ii ACKNOWLEDGEMENTS To Blade, Catherine, Troy and the rest of the Lane family, I thank you for your incredible love, support, belief and most importantly laughter during this chapter of my life. May our friendship and families always be blessed with gods beautiful light. To Meryl, Mark, Clint and many cousins as well as all the rest of my family members and close friends – I truly thank you for your constant patience, support and understanding. A special thank you to Wendy Job for preparing the maps. Finally, to all of the microbreweries entrepreneurs and beer-tourists who participated in this study, I thank you for not only sharing with me your valuable time, assistance and thoughts during the collection of data. In addition, thank you for providing me with a new found appreciation for such magnificent craft beer. To my “Honey” and the rest of the dog cartel – thank you for your unconditional love. You all truly define the statement “Man’s best friend”. To the University of Johannesburg, the National Research Foundation (NRF) and the School of Tourism and Hospitality – Thank you for your most generous funding and assistance in furthering my academic career. Lastly it must be acknowledged that certain portions of this dissertation, specifically in Chapter 4 and Chapter 5 draw extensively from three previous co-authored and published papers (Please see list below). In addition, I presented some of the material in this dissertation at the inaugural ‘International Geographical Union Conference in Moscow’, August 2016. 1. Rogerson, C.M. and Collins, K.J., (2015). Festival tourism in South Africa: Characteristics and motivations of attendees at craft beer festivals. African Journal for Physical Health Education, Recreation and Dance, 21 (Supplement 2), pp.76-87. 2. Rogerson, C.M. and Collins, K.J., (2015). Beer Tourism in South Africa. Nordic Journal of African Studies, 24 (3&4), pp.18-18. 3. Rogerson, C.M. and Collins, K.J.,(2016). Developing beer tourism in South Africa: international perspectives .African Journal of Hospitality, Tourism and Leisure.4 (1), pp.1-15. iii ABSTRACT One consequence of the advance of globalization is a trend towards homogeneity and the standardization of consumer products which are produced and marketed by large enterprises, often multinational corporations. Over the past two decades the rise and hegemony of this global monoculture has been challenged by a counter-movement which is styled as ‘neo- localism’. This term refers to attempts made to preserve or recreate the ‘local’, and the ‘unique’ in the promotion and consumption of alternative foods and other products that reject homogeneity and instead support local identity. Support for the growth of farmers markets, local food products, and local food sourcing represent examples of this counter-movement. The international growth of craft beer and of microbreweries is one further example of this expanding trend towards neolocalism. Essentially, it represents a reaction by consumers to the sameness of beers which are produced under the conditions of global or local dominance of beer markets by a handful of large enterprises. Over the past decade in South Africa there has been a remarkable surge in the industry of producing craft beers as an alternative product to the types of beers marketed by SABMiller and Brandhouse. The aim in this study is to examine through the theoretical lens of neolocalism the emergence, growth and organisation of craft beer production in South Africa and of the role of craft beer as a base for local tourism development. The study examines the time period 1983-2016. By 2016, there were a total of 187 craft breweries across all of South Africa’s nine provinces but with the major clusters in Western Cape and Gauteng. Using mixed methods and based upon a national audit of craft beer microbreweries as well as detailed interviews undertaken with craft beer entrepreneurs and craft beer festival attendees, this research investigates the rise of the craft beer industry in South Africa, assesses the extent to which it can be viewed as a manifestation of neolocalism and the potential of craft beer for growing beer tourism in South Africa. iv TABLE OF CONTENTS DECLARATION......................................................................................................................
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