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I the ROLE of the MORIJA ARTS and CULTURAL FESTIVAL AS a MECHANISM for PROMOTING TOURISM AMONG LOCAL COMMUNITIES by LELUMA

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I the ROLE of the MORIJA ARTS and CULTURAL FESTIVAL AS a MECHANISM for PROMOTING TOURISM AMONG LOCAL COMMUNITIES by LELUMA THE ROLE OF THE MORIJA ARTS AND CULTURAL FESTIVAL AS A MECHANISM FOR PROMOTING TOURISM AMONG LOCAL COMMUNITIES BY LELUMA KEMANG A dissertation submitted to the Faculty of Arts in partial fulfilment of the requirements for the Master Degree in Recreation and Tourism in the Department of Recreation and Tourism at the University of Zululand KwaDlangezwa February 2012 i APPROVAL SUPERVISOR: ........................................................................... Prof. L. M. Magi Department of Recreation and Tourism University of Zululand CO-SUPERVISOR: .................................................................. Prof. A.T. Nzama Department of Recreation and Tourism University of Zululand EXTERNAL EXAMINER: DR. F. O. TWUMASI Chief Directorate: National Geo-Spatial Information Department of Rural and Land Reforms ii DECLARATION I declare that this research study: The role of Morija Arts and Cultural Festival as a mechanism for promoting tourism among local communities, except where specifically indicated to the contrary in the text, is my own work, both in conception and execution. The dissertation is submitted in partial fulfilment of the requirements for the Masters Degree in Recreation and Tourism, at the University of Zululand. All the sources that have been used or quoted have been duly acknowledged by means of complete references. It is further declared that this dissertation has not previously been submitted to any institution for degree purposes. By Kemang Leluma iii ACKNOWLEDGEMENTS I wish to convey thanks and appreciation to the following people, who had contributed in the successful completion of this dissertation. To me, they mean a world of generosity, because it would not have been possible to achieve what has been, without their assistance. Indeed, it has never been easy up until it was done. To Prof. L. M. Magi, who is my supervisor and mentor, I would like to extend my deepest and sincerest appreciation. Besides, he was very inspiring and motivating, it is for these reasons that I saw that success is never brought in a silver plate, but through hard working. To Prof. A. T. Nzama, my co-supervisor and Head of the Department of Recreation and Tourism. She was always there to help us (students) whenever we experience difficulties. She used to do all with a great smile on her face. Also I have learnt from her that if you do what you like, you will not feel the load of the work. To Ms G. S. Nkosi who is a hardworking lecturer. I always remember her saying, “Kemang, you should not take chances, you must work hard and complete, because you do not know what the future is holding for you.” To Mrs S.P. Tshabalala who was my lecturer, she used to say, “It is better to suffer for a short period and celebrate the victory for the rest of your life.” iv Mr. M. Ntsoaole who is an event organiser in the Department of Local Government, Lesotho. He had played a big role in this research study. It is through him that I managed to meet the study sample which participated in this study. He is a stakeholder of the Morija Arts and Cultural Festival which I had turned to be my research study. To my parents Chief Motloang and ‘M’e ‘Mampesa, I am speechless, only tears tend to express my inner feelings about their invaluable contribution to my life. I know you are poor and I made you even poorer. Without you, I really do not know what I could be. Kea leboha. To my uncle 'Matli and his family, thank you very much for everything. It is through you that I never asked why Ntate Moholo Lekhula and Nkhono Moliehi are no longer alive. To my academic friends Mr Mosa, Mrs Kuenane and Mr Rangoanana, you always make me see that the world is not as big as I used to think. Good luck on your careers. Lastly, but not least, my sisters and brothers, I cannot ignore your daily assistance in my endeavours is appreciated. Your contributions have been like rain drops into the ocean. Thank you very much for being part of my success. v DEDICATION This dissertation is dedicated to the Morija communities. I am saying to them, it is not a matter of waiting for people of other countries or continents to come and show that there is a great potential of living out of the Morija Arts and Cultural Festival. Working together with other stakeholders, they could achieve more benefits. vi ABSTRACT This research study was conducted with the view of investigating the Morija Arts and Cultural Festival as tourist attraction. Morija community has staged the event for more than ten (10) years. It was first held in 1999, but it seems that the event has not shown the great potential to the Morija communities. The broad intention of the study was to reveal the barriers and come up with a strategy, which would mobilise the potential of the cultural festival towards benefiting the local communities, tourists and other stakeholders. It is further the intention of this study to close the gaps which are existing in the management of the Morija Arts and Cultural Festival as tourist attraction in Lesotho. The broad intentions of this research study have been described more specifically under the following five objectives: a) To establish the extent to which the Morija Community understands the meaning and importance of cultural festival. b) To find out the level at which the Morija Community participates in the organisation of the Morija Festival. c) To reveal the extent to which the Morija Festival is able to attract international tourists to the study area. d) To assess the stakeholders’ [tourists, organisers, service providers and community] level of satisfaction with the management of the Morija Festival. vii e) To determine what are the perceived community benefits accruing from the Morija Festival. The researcher collected data using the questionnaires, analysed them with the computer programme: Statistical Package for Social Science (SPSS) and data was interpreted. The hypotheses were tested where some of them were rejected while others were accepted. The key findings of the study were that respondents understood the concept ‘cultural tourism’, as well as that the community of Morija participates actively in the Morija Festival. The findings have also shown that the stakeholders are satisfied with the performance of the Morija Festival and that it was considered to benefits the local community substantially. Finally the study offers recommendations which are expected to be used by the festival organisers in improving its output. viii ACRONYMS AND ABBREVIATIONS TERM DEFINITION ANC African National Congress CBO Community Based Organisation DCBTC District Community Based Tourism Board DEAT Department of Environmental Affairs &Tourism DOE Department of Education DOL Department of Labour GDP Gross Domestic Products GoL Government of Lesotho KZN KwaZulu-Natal LCT Lesotho Council for Tourism LEC Lesotho Evangelical Church LHDA Lesotho Highland Development Authority LTB Lesotho Tourism Board LTDC Lesotho Tourism Development Corporation MACF Morija Arts and Cultural Festival MDTP Maloti Drakensberg Transfrontier Project MMA Morija Museum and Archives MTEC Minister of Tourism Environment and Culture NGO Non-Governmental Organization NSDS National Skills Development Strategy PAC Previously Advantaged Communities PDC Previously Disadvantaged Communities QWDT Quthing Wildlife Development Trust SADC Southern African Development Community SMME Small, Micro and Medium Enterprises SPSS Statistical Package for the Social Sciences SSA Statistics South Africa TBM Thaba Bosiu Mountain TIC Tourism Information Centre RSA Republic of South Africa TKZN Tourism KwaZulu–Natal UNDP United Nations Development Programme UNWTO United Nations World Tourism Organisation ix TABLE OF CONTENTS CHAPTER DISCRIPTION PAGE APPROVAL (iii) DECLARATION (iv) ACKNOWLEDGEMENTS (v) DEDICATION (xi) ABSTRACT (viii) ACRONYMS AND ABBREVIATIONS (x) CHAPTER 1 ORIENTATION TO THE STUDY 1 1.1 Introduction 1 1.2 Background to the problem 2 1.3 Statement of the problem 5 1.4 Delimitation of the study 6 1.4.1 Spatial delimitation 6 1.4.2 Conceptual delimitation 8 1.5 Objectives of the study 8 1.6 Statement of Hypotheses 9 1.7 Definition of terms 10 1.7.1 Tourism 11 1.7.2 Tourist 11 1.7.3 Tourist Destination 12 1.7.4 Tourist attraction 13 1.7.5 Culture 13 1.7.6 Festival 14 1.7.7 Community 15 1.7.8 Research 16 1.8 Significance of the study 16 x 1.9 Research Methodology 18 1.9.1 Research design 18 1.9.2 Sampling techniques 19 1.9.3 Instrumentation and collection of data 21 1.9.4 Analysis and interpretation of the data 22 1.9.5 Pilot study 23 1.10 Ethical considerations 23 1.11 Organisation of the study 24 1.12 Summary 26 CHAPTER 2: THEORETICAL FRAMEWORK 27 2.1 Introduction 27 2.2 Tourism and its related sub-fields 28 2.2.1 Cultural & heritage tourism 29 2.2.2 Events tourism 30 2.3 Tourism destinations and attractions 31 2.3.1 Attractions 31 2.3.2 Amenities 32 2.3.3 Accessibility 33 2.3.4 Ambience 33 2.4 The importance of events management 34 2.5 Planning of the various event 35 2.6 The event consumer and segmentation 37 2.6.1 Geography segmentation 39 2.6.2 Demographic segmentation 39 2.6.3 Psychographic segmentation 40 2.6.4 Behaviouristic segmentation 40 xi 2.7 Setting up a tourism event 42 2.7.1 Founding member 43 2.7.2 Organisation articles 44 2.8 Marketing of event or festival 45 2.9 The impacts of tourism events 47 2.10 Roles of key players in tourism event 50 2.10.1The government 50 2.10.2The private sector 51 2.10.3 The local community 52 2.11 The impact of tourism on cultural festival 52 2.11.1 Language barrier
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