CULTURE AS A MARKETING MECHANISM FOR INTERNATIONAL TOURISTS TO SOUTH AFRICA Esti Venske Dissertation submitted in accordance with the requirements for the degree MAGISTER TECHNOLOGIAE: TOURISM AND HOSPITALITY MANAGEMENT in the School of Tourism, Hospitality and Sport of the Faculty of Management Sciences at the Central University of Technology, Free State 2008 Supervisor: Prof AJ Strydom i DECLARATION OF INDEPENDENT WORK I, ESTI VENSKE, identity number , and student number 20006667, do hereby declare that this research project which has been submitted to the Central University of Technology, Free State for the Degree MAGISTER TECHNOLOGIAE: TOURISM AND HOSPITALITY MANAGEMENT, is my own independent work; and complies with the Code of Academic Integrity, as well a other relevant policies, procedures, rules, and regulations of the Central University of Technology, Free State; and has not been submitted before by any other person in fulfilment (or partial fulfilment) of the requirements for the attainment of any qualification. ______________________ _____________________ SIGNATURE OF STUDENT DATE ii ACKNOWLEDGEMENTS I wish to sincerely thank the following people and organisations who through their support, assistance and involvement in numerous ways, assisted me to complete this research study: • God, the Infinite Power of the Universe: What we are is God's gift to us - what we become is our gift to God and the Universe. • Prof Albert J Strydom: A number of people have gone further than they thought they could because someone else thought they could. • My family, in particular my father, Robbie and my mother, Annalie: If you raise your children to feel that they can accomplish any goal or task they decide upon, you will have succeeded as parents and you will have given your children the greatest blessings of all. • My friends, especially Bertram for his role in the completion of this study: It’s the friends that you can call up at 4 a.m. that really matter. • The numerous people involved in the fieldwork, statistical analysis and editing, and completion of this dissertation: No person is an island, entire of itself; every person is a piece of the continent. • The Central University of Technology, Free State: I am truly thankful for the opportunities granted by this institution in order to complete this study. iii SUMMARY When international tourists visit a foreign country, they want to interact with the country’s unique mix of culture as part of the tourism experience. Cultural tourism may provide the opportunity for such interaction in a South African context. Cultural tourism in South Africa includes the participation of visitors in the social and historical ways of life of the inhabitants of the country. It is furthermore supported by various cultural attractions that are offered by South Africa. It is therefore of utmost importance that the tourism marketer finds out what the cultural preferences of international visitors to South Africa are, in order to provide them with a satisfactory cultural tourism experience. South Africa consists of a diverse mix of unique indigenous cultures which may attract foreign tourists, and for this reason it is of importance to research the attributes and possible marketable aspects of these particular cultures, together with the various cultural attractions that may be found in the nine provinces of South Africa. The marketing of South Africa as a cultural destination requires knowledge of the country’s attractions, accessibility, amenities and atmosphere. This knowledge will assist in the effective positioning of South-Africa as a cultural destination in the minds of foreign tourists. In order to enhance the South-African cultural tourism image, marketing campaigns must be developed and aimed at the applicable overseas market segments. The study indicated, amongst others, that: iv • Cultural tourism occurs when tourists participate in experiences that are indigenous to the destination visited. • International tourists are generally relatively satisfied with the cultural offerings that they experienced during their visit to South-Africa. • Cultural heritage sites, living historic cities and cultural landscapes are the main cultural preferences that international tourists would like to visit in South Africa. • Tourism marketers should effectively make use of electronic marketing methods when targeting potential overseas visitors as many of the visitors consult the Internet before and after arrival in the country. v OPSOMMING Wanneer internasionale toeriste ‘n vreemde land besoek, wil hulle in wisselwerking wees met die land se kultuur as deel van die toerisme-ervaring. Kulturele toerisme mag die geleentheid bied vir so ‘n wisselwerking in ‘n Suid- Afrikaanse verband. Kulturele toerisme in Suid-Afrika sluit in die deelname van besoekers aan die sosiale en geskiedkundige lewenswyses van die inwoners van die land. Dit word verder ondersteun deur die verskeie kulturele attraksies wat aangebied word deur Suid-Afrika. Dit is dus van uiterste belang dat die toerismebemarker uitvind wat die kulturele voorkeure van internasionale besoekers na Suid-Afrika is, ten einde ‘n bevredigende kulturele toerisme-ervaring te voorsien. Suid-Afrika bestaan uit ‘n diverse mengsel van unieke inheemse kulture wat buitelandse toeriste mag lok, en dus is dit van belang om die kenmerke en moontlike bemarkbare aspekte van hierdie spesifieke kulture te ondersoek, tesame met die verskeie kulturele attraksies wat in die nege provinsies van Suid-Afrika gevind mag word. Die bemarking van Suid-Afrika as ‘n kulturele bestemming benodig kennis in terme van die land se attraksies, toeganklikheid, geriewe en atmosfeer. Hierdie kennis sal bydra tot die effektiewe posisionering van Suid-Afrika as ‘n kulturele toerismebestemming in die gedagtes van buitelandse toeriste. Ten einde die Suid-Afrikaanse kulturele toerismebeeld te versterk, moet bemarkingsveldtogte ontwikkel en gemik word op die toepaslike oorsese marksegmente. Die studie het, onder andere, getoon: vi • Kulturele toerisme vind plaas wanneer toeriste deelneem aan ervarings wat inheems is aan die bestemming wat besoek word. • Buitelandse toeriste is in die algemeen relatief tevrede met die kulturele aanbiedinge wat hulle ervaar het tydens hulle besoek aan Suid-Afrika. • Kulturele erfenisterreine, lewendige geskiedkundige stede en kulturele landskappe is die hoof kulturele voorkeure wat buitelanders graag in Suid- Afrika wil besoek. • Toerismebemarkers moet effektief gebruik maak van elektroniese bemarkingsmetodes wanneer potensiële oorsese markte geteiken word, aangesien baie van die besoekers die Internet voor en na hulle aankoms in die land, raadpleeg. vii TABLE OF CONTENTS CHAPTER 1 INTRODUCTION AND PROBLEM STATEMENT 1.1 Introduction 1 1.2 Problem statement 5 1.3 Objectives of this study 6 1.4 Research Methodology 7 1.4.1 Demarcation of study area 7 1.4.2 Literature study 7 1.4.3 Empirical research 8 1.5 Chapter sequence 9 CHAPTER 2 CULTURAL TOURISM 2.1 Introduction 10 2.2 Towards defining cultural tourism 12 2.3 Typologies of cultural tourism 17 2.3.1 Cultural tourism heritage sites 17 2.3.2 Historic cities 18 2.3.3 Cultural landscapes 19 2.3.4 Natural sacred sites 20 2.3.5 The underwater cultural heritage 21 2.3.6 Museums 21 2.3.7 The movable cultural heritage 22 2.3.8 Handicrafts 23 2.3.9 The documentary and digital heritage 23 2.3.10 The cinematographic heritage 24 2.3.11 Oral traditions 24 2.3.12 Languages 25 2.3.13 Festive events 25 2.3.14 Rites and beliefs 26 2.3.15 Music and song 26 2.3.16 The performing arts 27 2.3.17 Traditional medicine 27 2.3.18 Literature 27 2.3.19 Culinary traditions 28 2.3.20 Traditional sports and games 28 2.4 Towards defining cultural tourists 29 viii 2.5 Typologies of cultural tourists 31 2.6 Impacts of cultural tourism 32 2.7 Cultural tourism growth 36 2.8 Conclusion 39 CHAPTER 3 AN OVERVIEW OF THE INDIGENOUS SOUTH AFRICAN CULTURES 3.1 Introduction 41 3.2 Exploring the indigenous cultures of South Africa most relevant to this study 41 3.3 Using South Africa’s eleven official languages to research the subsequent ethnically unique cultures most relevant to this study 43 3.4 The indigenous South African Cultures 45 3.4.1 The Zulu 46 3.4.1.1 Language 46 3.4.1.2 Geographical residence 47 3.4.1.3 History 47 3.4.1.4 Folklore, song and dance 49 3.4.1.5 Traditional wear 50 3.4.1.6 Beliefs and customs 51 3.4.1.7 Rites of passage 52 3.4.1.8 Arts and crafts 53 3.4.1.9 Cultural cuisine 53 3.4.1.10 Social organisation and relations 54 3.4.2 The Xhosa 55 3.4.2.1 Language 55 3.4.2.2 Geographical residence 56 3.4.2.3 History 56 3.4.2.4 Folklore, song and dance 57 3.4.2.5 Traditional wear 58 3.4.2.6 Beliefs and customs 59 3.4.2.7 Rites of passage 61 3.4.2.8 Arts and crafts 62 3.4.2.9 Cultural cuisine 63 3.4.2.10 Social organisation and relations 63 3.4.3 The Pedi 64 3.4.3.1 Language 64 3.4.3.2 Geographical residence 64 3.4.3.3 History 65 3.4.3.4 Folklore, song and dance 66 3.4.3.5 Traditional wear 67 3.4.3.6 Beliefs and customs 67 3.4.3.7 Rites of passage 68 3.4.3.8 Arts and crafts 69 ix 3.4.3.9 Cultural cuisine 70 3.4.3.10 Social organisation and relations 70 3.4.4 The Basotho 71 3.4.4.1 Language 71 3.4.4.2 Geographical residence 72 3.4.4.3 History 72 3.4.4.4 Folklore, song and dance 73 3.4.4.5 Traditional wear 74 3.4.4.6 Beliefs and customs 74 3.4.4.7 Rites of passage 75 3.4.4.8 Arts and crafts 76 3.4.4.9 Cultural cuisine 76 3.4.4.10 Social organisation and relations 76 3.4.5 The Batswana 78 3.4.5.1 Language 78 3.4.5.2 Geographical residence 79