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
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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
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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
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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.”
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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.
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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.
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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.
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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.
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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
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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
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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 53 2.11.2 Cultural material 54 2.11.3 Cultural changes 54 2.12 Sponsorship evaluation and results 55 2.12.1 Sponsorship evaluation 57 2.12.2 Evaluation principle 57 2.12.3 Evaluation sponsorship results 58 2.13 Summary 59
CHAPTER 3: THE PHYSICAL SETTING OF THE STUDY 60 3.1 Introduction 60 3.2 A brief history of the study area 60 3.3 The location of the study area 63 3.3.1 Relative location 64 3.3.2 Absolute location 65 3.3.3 Accessibility 66 3.4 Geographical background 67
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3.4.1 Topography 69 3.4.2 General climate 69 3.4.3 Hydrology 69 3.4.4 Soils and geology 70 3.5 Flora and fauna 71
3.5.1 Vegetation 72 3.5.2 Grasslands 73 3.5.3 Forest 73 3.5.4 Animals 75 3.5.5 Birds 76 3.5.6 Wetland 77 3.6 Population distribution 78 3.7 Socio cultural events in Morija 79 3.8 Summary 80
CHAPTER 4: ANALYSIS AND INTERPRETATION OF DATA 82 4.1 Introduction 82 4.2 Restatement of objectives and hypotheses 83 4.3 Demographic characteristics of respondents 84 4.3.1 The gender variable 85 4.3.2 The age variable 86 4.3.3 The marital status variable 87 4.3.4 The education Variable 89 4.3.5 The employment variable 90 4.4 The importance of understanding of cultural tourism 90 4.5 Participates in organising the Morija festival 95 4.6 Attraction of international tourists to the Morija festival 98 4.7 Stakeholder satisfaction with the management of the Morija festival 102
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4.8 The Benefits of the Festival to Communities 106 4.9 Implications of the findings 109 4.10 Summary 112
CHAPTER 5: CONCLUSIONS AND RECOMMENDATIONS 114 5.1 Introduction 114 5.2 Summary of findings of the study 114 5.3 General Conclusions based on objectives 116 5.3.1 Importance of Understanding Cultural Tourism 117 5.3.2 Participates in Organising the Morija Festival 117 5.3.3 Attraction of International Tourists to the Morija Festival 117 5.3.4 Stakeholder Satisfaction with Level of Management 118 5.3.5 The Community Benefits 118 5.4 Recommendations 118 5.4.1 Importance of Understanding Cultural Tourism 119 5.4.2 Improved Participation in Organising the Morija Festival 119 5.4.3 Attraction of International Tourists to the Morija Festival 120 5.4.4 Stakeholder Satisfaction with Level of Management 120 5.4.5 The Community Benefits 120 5.5 Conclusion 121
BIBLIOGRAPHY 122 APPENDICES 132 Appendix-A A questionnaire to the local communities 132 Appendix-B A questionnaire to the public and private sector 138 Appendix-C Transmittal letter 144
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LIST OF FIGURES
FIGURE DESCRIPTION PAGES
1.1 Aerial photo-map of the Morija environment 8 3.1 The old Maeder house which serves as craft centre 62 3.2 Map of Morija community 64 3.3 Morija Museum and Archives 67 3.4 Map showing Lesotho districts boundary 68 4.1 The understanding of a cultural tourism 91 4.2 Morija Festival attract international tourists 99 4.3 The source countries for international tourists 101 4.4 Morija Festival benefits for the local community 107
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LIST OF TABLES
TABLES DISCRIPTION PAGES
1.1 Sample size of unknown population 20 3.1 The fruit trees and species of pine trees 74 3.2 The indigenous tree species of Lesotho 74 3.3 The names of animals in Morija communities 77 3.4 Bird varieties in the Morija area of birds in Morija 77 4.1 Demographic characteristics of respondents 85 4.2 Socio-economic attributes of respondents 89 4.3 The importance of understanding cultural festival 94 4.4 Participation of local communities in the cultural festival 96 4.5 Stakeholder’s level of satisfaction about the management of the Morija Festival 103 4.6 Response value of statements about the benefits of the Morija Festival 109
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CHAPTER 1
ORIENTATION TO THE STUDY
1.1 INTRODUCTION
There are various cultural tourisms which take place in different part of the world. Cultural festivals can be seen as one the cultural tourisms which are also done by many communities. The research indicates that more tourists are exploring the world so that they can experience what is not in their normal environment (Moscardo, 2008). The same case is happening to the study area where people travelled from their places of origin to experience cultural practices in Morija Arts and Cultural Festival.
In every country, people have their own ways of life which can be similar or different from other communities in the other part of the world. The way other communities approach their everyday life, makes other people to explore and experience. The desires open up opportunities for communities to organise the cultural festival which give the tourists a stand chance for new experiences. In this manner, the communities get a chance to use opportunities to sell local handicrafts which serve as souvenirs to tourists.
The cultural festival could be vital to all stakeholders although others could have negative impacts on the local communities or places around the area. Also the
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community could be affected by international tourists where locals can practise the lifestyle of foreigners in their places. According to Lickorish & Jenkins (1997): tourists bring with them, their traditions, values and expectations to the destination visited. In addition, international tourists could even discourage local people from some of their traditional practices. Nevertheless, the involvements of tourists in local communities improve the standards of living (Clark, 2002).
The organising of cultural festivals is not only important for job creation but they give young people an experience of what is taught in the schools. The researcher had realised that some students do not know some of their cultural practices. They read to write about them in classrooms yet they had never experienced them in the world. It is a fact that some cultural museums do give some experience although the experience is different from the one in cultural festival.
1.2 BACKGROUND TO THE PROBLEM
The study area is selected as place where Morija Arts and Cultural Festival is held annually. It has been more than 10 years since 1999 when it was first introduced in the Morija area. The challenge is that the festival is still not fully known to the local communities especially, looking at its objectives. Among the objectives which are outlined for the festival is the intention of the festival is to provide a showcase of Sesotho culture, reviving certain aspects of it which are waning, boost tourism and to encourage craft sellers and small scale manufacturers [http://www.morijafest.co.ls/history.html, (2011)]. 2
The history shows that the Basotho nation were very united and they could do everything together without expecting anything as incentive (Fitzpatrick & Armstrong, 2006). During cultural ceremonies or festivals, they could divide themselves into small groups which would work towards achieving the aim or making the ceremony to be successful. All these types of behaviour could be assumed that they had stopped when the Lesotho was decolonised.
The colonisation of Lesotho had made the nation to know that its participation or contribution should be compensated monetarily. In these days, community wants to be paid for its contribution even in the project which is aimed to improve their own living standard. In other words, if the community is promised something not in the form of money, it is not ready to participate in such a project.
In addition, the majority of developing countries like to use unskilled people to perform duties which need professionals. Cooper et al., (1999) argued that human resources challenges for tourism can only be met successfully by a well- educated, well trained, bright, energetic, multilingual and entrepreneurial workforce that understands the nature of tourism and has had professional training. Also the employees are not even taken to orientation or training as way of developing their skills for the work.
Only tourism businesses or events which want to generate a lot of money, they should be ready to lose a lot of money as well. Expressed simply experts are needed in the organising of professional and memorable festivals so that the festivals can make all stakeholders satisfied. As discussed by George (2007:
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241), the benefits of having a satisfied consumer recommending an offering to another potential consumer can never be overestimated. The word of mouth is believed to be most powerful and less expensive than other promotional techniques in tourism industry.
The other component which makes the festival or event victorious is the stakeholders. In this research study, the stakeholders refer to individuals or organisations which contribute one way or another to make the festival flourishing. In other words, the stakeholders of Morija Arts and Cultural Festival are tourists, organisers, service providers and communities. All of these stakeholders form part of the festival with the aim of benefiting, although some could contribute as way of ploughing back to the community (Godfrey & Clarke, 2003).
In fact, some stakeholders turn to focus more on benefiting individually, forgetting that more focusing in the benefits can bring the bad unforgettable experience in other stakeholders. Usually the policy is needed to prevent or control those outcomes. In the case where there is no ruling policy like in some developing countries, the organisers would have to make some initiatives to develop and formulate the policy which could guide the festivals. According to Goeldner & Ritchie (2009) the planning of the policy follows the formulation process. In addition, tourism planners and managers need to use this process as a framework for planning and development of a destination.
The organising of festival or event is not new within the Basotho nation. There were many events which were organised although their main purposes were not
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for profit making. Some of the events were done indoor, outdoor and out of door depending on the rules which were attached to those activities. Among the things which were never considered, the development of the area and carrying capacity were not considered. The same case can be experienced, if not experienced in the Morija Arts and Cultural Festival where there is no define number of people in the area of festival. According to Weaver (2006: 156), carrying capacity is defined as the amount of tourism activity that can be accommodated without incurring serious harm to a destination.
Majority of events turn to change the shape of the place where they are held. Silver (1993) argued that some destination may be required to remain traditional or undeveloped in order to continue to attract tourists. The researcher is opinionated about this argument, but other supporting tourism facilities, argue that they need to be built; such as road constructions or maintenance, guest toilets, proper sewage system and other many developments.
1.3 STATEMENT OF THE PROBLEM
The tourism industry consists of people, which means there are many people involved and participating for its success. Also the industry is faced by different challenges which are caused by its participants. It happens for several times that other groups are left out during decision making and planning session. Murphy & Murphy (2004), emphasised that the involvement of people in the planning and decision-making process that affect their area is extremely important; such activity is likely to foster sustainable outcomes as stakeholders in the implementation of programmes.
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The Morija Arts and Cultural Festival has been staged for more than ten (10) years but still it has not shown its potential in improving socio-economic benefits in the study area. The same problem can be faced by any cultural festival in the world. It remains a concern for people who have the love for the festival. A lot of investigations still need to be explored and investigated in this cultural festival. The researcher felt that the festival should be a great tool which is used to promote local attractions and tourist destinations in Lesotho.
The communities should be aware of the benefits which are the outcomes of the Morija Arts and Cultural Festival. If the communities get nothing and experience social and environment problems, possible it would not survive for so long. Cooper et al., (2008) suggest that there should be local involvement of communities to ensure that capacity limits are followed and sustainable principles are introduced.
1.4 DELIMITATION OF THE STUDY
The study is delimited to the area of Morija which is the place where the Morija Festival is staged annually. There are many social problems and environmental occurrences in the study area but the research study is going to focus on Cultural tourism in the study area. The study is delimited into two forms: the spatial and conceptual delimitation.
1.4.1 Spatial Delimitation The study is situated in the community which is called Makhoarane but it is known as Morija locally. Morija is a tiny town with a big history, and the site of
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the first European mission in Lesotho Murphy (2007: 148). It is found in the capital city of Lesotho, Maseru. Lesotho is a country which is enclosed by Republic of South Africa. The study area is located 40 kilometres south of the capital city [http://africancities.net/maseru/php/usefulinfo.php (2010)] and 43 kilometres from Thaba Bosiu Mountain. Also the Morija is one of the places enriched with Lesotho history after the founder of Basotho nation; Moshoeshoe 1 who had invited the first missionaries in 1833 to the country (Gill: 2005).
FIGURE 1.1 AERIAL PHOTO-MAP OF THE MORIJA ENVIRONMENT
Source: [http://www.morijafest.co.ls/history.html, (2011)]
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Figure 1.1, shows the section of the Morija community where the cultural festival has been staged since 1999. The Morija Arts and Cultural Festival takes place in the area named Main Arena in the figure.
1.4.2 Conceptual delimitation Conceptually, the study is delimitated to cultural festival which is the annual event in Lesotho. The main focus is on ability of the festival as mechanism to promote the local communities. The researcher had scoped the study by looking at the following concepts which form the objectives of the study; the understanding of cultural tourism or cultural festival, community participation in the cultural festival, the ability to attract international tourists, the stakeholders’ level of satisfaction and the perceived benefits by local communities.
The study area like other areas is made out of different ages. In the research study, the sample expected to have the age of 18 or above. Also the sample was expected to include gender which means that both male and female should anticipated to be part of the sample. Furthermore, the marital status is part of the demographic characteristic as well as educational qualification. Moreover, Morija communities comprised respondents of the research study.
1.5 OBJECTIVES OF THE STUDY
The objectives of any study play an important role of structuring and showing the main intentions of research investigation. In this situation, the researcher was wondering about some issues which take place in the study area and those
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wonders made the researcher to come up with the following objectives which are met after analysing this research data: a) To establish the extent to which the Morija community understands the meaning and importance of cultural tourism. 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. e) To determine what are the perceived community benefits accruing from the Morija Festival.
The objectives listed above show some of the broad intentions of this research study and they do not necessarily cover all the aspects of the research problem experienced by the stakeholders and the local community of Morija town. The objectives of the study are also translated into the some research hypotheses.
1.6 STATEMENT OF HYPOTHESES
The researcher has come up with the following guess so that in the analysis and interpretation, it can be easily seen whether the data could be accepted or rejected from what was thought to be true. Kumar (2005: 73) notes that a hypothesis is an assumption about which the research process gathers data to test whether it can support the notion or not. The hypotheses are as follows:
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a) That the Morija community does not understand the meaning of the importance of cultural tourism. b) That the Morija community does not fully participate in the organisation of the Morija Festival. c) That the Morija Festival is able to attract a substantial number of international tourists to the study area. d) That the stakeholders [tourists, organisers, service providers and community] are not satisfied with the management of the Morija Festival. e) That there are substantial community benefits that are perceived as accruing from the Morija Festival.
As indicated earlier the above-stated hypotheses are devised guesses about the outcomes of the research questions, which would be either accepted or rejected by the researcher after thorough analysis of the data.
1.7 DEFINITION OF TERMS
Tourism was seen as White people activity although the Blacks used to travel for different purposes such as looking for land to graze their animals or fertile soil to grow crops. The terms which are defined in the text are concepts that are used throughout the research study. These should not cause confusion in the dissertation. In order to get a wide meaning of the terms, more than two definitions are given for each term, as well as that the most appropriate definition is related to the study at hand.
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1.7.1 Tourism The term tourism is interpreted in different ways by different authors but the researcher is interested in the following definitions. According to George (2004: 02) the World Tourism Organisation has devised a broader definition of tourism as the activities of persons travelling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business and other purposes.
According to Tribe (2005), tourism is a visit for at least one night for leisure and holiday, business and professional or other tourism purposes. Weaver & Lawton (2006) view tourism as the sum of the processes, activities, and outcomes arising from the interactions among tourists, tourism suppliers, host governments, host communities and origin governments that are involved in the attracting and hosting of visitors.
In this research study, the term tourism refers to movement of people from their residential place to tourist destination with the purpose of participating in recreation activities or experiencing the culture of other people. This definition is given in relation to the process that is undertaken by people who leave their homes and become part of the Morija Arts and Cultural Festival.
1.7.2. Tourist The researcher had grown up knowing the tourists as White people who are carrying the huge bags on their shoulders or travelling with the 4×4 vehicles which carry some tents on top of them. The following authors had given the
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following meanings to the term tourist. A tourist is an individual who travels for a period of 24 hours or more in a country other than that in which he usually resides (Keyser, 2002).
According to Cage (2002), a tourist is defined as a person who travels away from his or her home for whatever reason, be it for a holiday, to do business, to represent his country in sport, to attend a religious function or to attend a conference. On the other hand, the Tourism White Paper (DEAT, 1996: 03) describes a tourist as a person who travels away from home, staying away for at least one night. Moreover, McIntosh et al., (2002) define a tourist as person who travels from place to place for non-work reasons.
The researcher argued with the definition which says, “A tourist is an individual who travels for a period of 24 hours or more in a country other than that in which he or she usually resides.” In this research study, people who have been travelling away from their locality and engaged in the tourism or recreation activities (such as Morija Arts and Cultural Festival activities) with a motive behind are considered as tourists. This definition brings in mind that there are types of tourists.
1.7.3. Tourist Destination All places are having their own uniqueness which differentiates them from other areas. According to Cook et al., (2007), tourist destination is classified on the basis of important features, their degree of seasonality and level of commercial development. Lubbe (2003), a destination is defined as the geographical area where the attraction is located and to which the tourist/visitor is heading.
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Destination is a place that includes the physical or perceived location, consisting of primary and secondary attractions and support amenities that entice people to visit (George, 2004:334). In addition, it is where an offering designed to meet tourists needs are located. The research study refers to destination as a place or end point where tourists intend to reach and experience tourism offerings.
1.7.4 Tourist Attraction The concept ‘tourist attraction’ is defined by a couple of authors. One of them, Lubbe (2003) avows that ‘tourist attractions’ are those occurrences or creations (e.g. fauna or flora, building, scenery) or happenings (e.g. festivals, events, competitions) in natural or human-made environments that motive people to travel. According to Faulkener et al., (2000) a tourist attraction is seen as the designed permanent resource which is controlled and managed for the enjoyment and education of the visiting public.
Furthermore, Bennett & Strydom (2001) avow ‘tourist attractions’ as something interesting or unusual to do. In conclusion, a tourist attraction can be physical structures or activities which arouse the desire for tourists to visit and experience. In the case of this study, Morija Festival is expected to be a tourist attraction.
1.7.5 Culture It is defined as a set of meanings, behavioural norms, and values used by members of particular society, as they construct their unique view of the world (Renato et al., 1998 & Ancis, 2004). In addition, culture is seen as part of an
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individual’s development and of evaluation of communities and social organisation. According to Northouse (2010) & Walker (2010), culture is defined as the learned beliefs, values, rules, norms, symbols, and traditions that are common to group of people. Culture is broadly defined as behavioural traits, shared by a population or subpopulation that are acquired through social learning and transmitted within or between generations Mills et al., (2010).
1.7.6 Festival Some people refer to a festival as a day when the world is celebrating the Christmas holiday. The term is included in this definition of concepts because it is used several times and it is also going to be used in the chapters of this research study. The researcher had to find a way of explaining the term.
It is defined as a celebration, with a public theme, where the social and symbolic meaning of the events is closely related to a series of overt values that the community recognises as essential to its ideology and world view, to its social identity, historical continuity and to its physical survival (Hall, 2000).
Raj et al., (2008: 02) defined a festival as a gathering of community or an event which is centred on some theme and held annually or less frequently for a limited period of time. In addition, these local festivals create entertainment for residents and visitors, but they also contribute to a sense of community, building bridges between diverse community groups and giving them an opportunity to come together and celebrate their history and place in which they live.
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In relation to the definitions cited above in this section, the concept festival refers to the gathering of the community to stage an event, which is centred on some theme and held annually or less frequently for a limited period of time. Some elements of definitions by Hall (2000) and Raj et al., (2008) are utilised.
1.7.7 Community A community can be seen as group of people who are living in one area, sharing the same facilities but with different cultures and led by one leader. According to Raj et al., (2008: 02) a community is defined by the parameters of geographical location, a sense of belonging to that locality and the mix of social and economic activities within the area have been supplemented with greater degrees of complexity by analysts.
Traditionally a “community” has been defined as group of interacting people living in a common location [http://en.wikipedia.org/wiki/communiy, (2010)]. On the other hand, Mowforth et al., (2008) have defined community as a scale, sector, interest, level of power and by numerous other features which express its diversity and heterogeneity. It is taken here as an amorphous term over which there is considerable debate.The groups of people who live together sharing the same geographical area, in which, to a great degree residents are homogeneous with respect to income, ethnicity or race is referred to as community, (Abrahamson, 1980).
The definitions of a community stated above are relevant to this study. In the context of this study the concept “community” will be used to mean the group of population that are having something in common. Usually they are sharing 15
same social life and live in one place which means they suffer from the same consequences such as the environment impacts like drought or float if it is a case in their area.
1.7.8 Research The authors are writing the definition in different ways where only three have been included in this research. According to Zikmund (2003) research is seen as systematic and objective process of gathering, recording and analysing data. On the other hand, Sekaran (2003) sees research as a systematic and organised effort to investigate a specific problem that needs solution.
Also research is a process that involves obtaining scientific knowledge by means of various objectives methods and procedures (Welman, 2009: 02). All of them are understandable but in this thesis, research is referring to the systematic and organised effort to investigate a specific problem that needs a solution.
George (2004) indicated that research can be defined as having three functions: descriptive function involves the process of finding out things (list, report on, and describe ‘who’, ‘what’, ‘where’), diagnostic function involves the process of explaining (‘why’) and the predictive function combines the first two kinds of research to suggest a course of action.
1.8 SIGNIFICANCE OF THE STUDY
Some of the developing countries are faced with a high rate of unemployment and poverty. A government which invests in tourism industry seems to gain a lot from the industry (Mathieson & Wall, 1989). Tourism has turned to be a tool 16
for community development, job creation and poverty alleviation. At the same time, not all tourism events are doing well but those which are managed successfully make earning to their communities. It can cause the serious curse if not handled effectively by its authorities and community.
In this study, the research will be helpful to the local communities, the stakeholders and the researcher because problems would be identified and approached with appropriate solutions. It is hoped that the communities which still do not understand about the cultural festival, will be made aware and shown the prospective of the cultural festival to be held in their area. Once they are aware of its importance, they will fully participate and earn positive benefits that are expected. Morija Festival attracts a small number of international tourists. The working together of both the communities and stakeholders can make the festival more attractive to the international tourists. Satisfied tourists will come back with other members or they can pass a word of mouth to their friends which George (2004: 32) believed that is more powerful than any advertising or any form of promotion.
Furthermore, it is a fact that any festival which is successful tends to retain its visiting participants, stakeholders as well as attracts new stakeholders each time, and who can possibly support the festival and community in different ways. All this kind of support is beneficial to all concerned, because somehow, the life of the community would be changed socially and economically. Moreover, the Morija Festival could be seen as a progressive vehicle for the general development of the study area as well as becoming an established tourist attraction and destination.
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1.9 RESEARCH METHODOLOGY
Kazdin (1998) defines methodology as the principles, procedures, and practices that govern research, whereas research design refers to the plan used to examine the question of interest. Kazdin has recommended that methodology should be thought of as encompassing the entire process of conducting research (i.e., planning and conducting the research study, drawing conclusions and disseminating the findings).
It is very important to choose the method and procedures which would yield the appropriate findings. In most cases, the researcher could implement inappropriate methods, sampling techniques, instrumentation or computer analysing programme. According to Finn et al., (2000: 116) method and procedure should produce more reliable and representative data and more rigorous analysis.
1.9.1 Research Design The research study is a survey method of research style. Finn et al., (2000) stated that survey requires a sample of respondents to reply to a number of questions that have been previously determined as relevant to the research. In addition, Finn et al., (2000), argued that a survey can be used deductively by testing hypotheses. The decision of using deductive approaches gives the conclusion that the research would have quantitative data.
In this research study, one instrumentation technique was used, which is questionnaire. The decision was made to adopt this instrument, in relation to the
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fact that this instrument has the potential of collecting more data in a short period of time. Also the communities in Lesotho are sparsely scattered because of geographical setting. The researcher felt that there need not be questionnaires left with respondents as a way of avoiding loss of some questionnaires.
1.9.2 Sampling Techniques The sampling is defined as process of selecting participants for a piece of research Finn et al., (2000: 108). There are many sampling formulas which are used to find representative sample of population. According to Ariolal (2006), there are Parten’s formula, Ibe’s formula, the majority rule formula and others. In this research study, the sample size will be determined using a table which is developed by two experts Krejcie & Morgan (1970: 607). The results in the table are obtained using the formula:
x2NP(1 - P) +X2P(1 - P) n = ------d2 (N - 1)
The researcher found that the population of study area is estimated to be approximately between 1000 to 2000 people (MOFDP, 2006). According to Krejcie & Morgan (1970) cited in Sarantakos (2005: 173) and as shown in Table 1.1 below, the total population of 1000 has an equivalent sample of 278, whereas the population of 2000 has an equivalent 322 sample size. The researcher worked to achieve a sample from the mean of between 1000 and 2000, which was an average of 1500. Then if the research population is assumed to be 1500, then it was reasonable to select the sample of 306 as was indicated from in the Table 1.1 below. 19
TABLE 1.1 SAMPLE SIZES OF UNKNOWN POPULATION
N* S† N S N S N S N S 10 10 100 80 280 162 800 260 2800 338 15 14 110 86 290 165 850 265 3000 341 20 19 120 92 300 169 900 269 3500 346 25 24 130 97 320 175 950 274 4000 351 30 28 140 103 340 181 1000 278 4500 354 35 32 150 108 360 186 1100 285 5000 357 40 36 160 113 380 191 1200 291 6000 361 45 40 170 118 400 196 1300 297 7000 364 50 44 180 123 420 201 1400 302 8000 367 55 48 190 132 440 205 1500 306 9000 368 60 52 200 127 460 210 1600 310 10000 370 65 56 210 136 480 214 1700 313 15000 375 70 59 220 140 500 217 1800 317 20000 377 75 63 230 144 550 226 1900 320 30000 379 80 66 240 148 600 234 2000 322 40000 380 85 70 250 152 650 242 2200 327 50000 381 90 73 260 115 700 248 2400 331 75000 382 95 76 270 159 750 254 2600 335 1000000 384
*N is the population; †S is sample size [Source: Krejcie & Morgan (1970: 607)]
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According to Magi (2010: 112), a sample is always a part or sub-set of a statistical population. A sample would include the local community or the Morija residents and other stakeholders who are recognised as the sponsors of the Morija Arts and Cultural festival. There is a population frame for the sponsors who contribute in the staging of the Morija Arts and Cultural Festival [http://www.morijafest.co.ls, (2011)] and it has made the work easy for the research study.
1.9.3 Instrumentation and Collection of Data The data of this research study is collected using questionnaire instrument where respondents were given self-administrated questionnaire. The two forms of questionnaires were formulated and distributed to the study sub-sample. The research sample is made up of different stakeholders which are recognised as key players in tourism industry [local community, government and private sectors] as identified by DEAT (1996). The government and private sector have been given the same questionnaires while the community who were selected as the research sample, were given their own questionnaires.
The questionnaire instrument was formulated and divided into four [4] sections. The first section [Section A] is demographic characteristic. The demographic characteristic has following variables: gender, age, marital status, level of education and occupation. Section B is about the understanding of cultural tourism and section C is focusing on the level of community participation in the cultural festival. Furthermore, section D is concentrating on the capability of cultural festival in attracting the international tourists and last section which is section E focuses on the community benefits from the cultural festival.
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The questionnaire is structured in way that both open-ended questions and close- ended questions used. The researcher believes that both questions reveal the understanding as the respondents were expected to tick for close-ended questions and giving reasons for open-ended questions. In research, the measurement of attitudes or opinions is of importance (Finn et al., 2000: 95).
In addition, Finn et al., (2000: 95) argued that the attitudes questions require answers on some sort of rating scale. The researcher felt that the measurement of attitude was necessary in this research study, so the Likert scale questions were incorporated in the formulation of questionnaires. For convenience, random sampling was used to distribute the research instrument to the pilot representative and the main research sample.
1.9.4 Analysis and Interpretation of the Data The research data is analysed using a computer programme. In this research study, the researcher has used Statistical Package for the Social Science (SPSS) computer programme. As indicated by Jennings (2010: 297), SPSS is the software package that enables researchers to conduct statistical analysis of quantitative data. This computer programme is available in computer laboratory, University of Zululand.
The close-ended questions were coded before the instrumentation is distributed to the research sample. The open-ended questions were categorised after data has been collected and given codes so that the programme could easily read the research data. Magi (2010: 148) argued that logging in of data in a computer is still one of the most laborious and error-ridden exercise in the computer assisted
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research. It has taken the researcher a week to analyse the data because the researcher was avoiding any possible errors. Also the researcher has employed the data cleaning as the way of eliminating or reducing the errors which took place during the data coding into the SPSS.
During the data analysis, the computer analysing programme was set to present the data in bar chart, pie chart and tables. The Microsoft excel 2010 is used to modify the invisible graphs and tables. These graphs and tables are easily interpreted since total frequency and percentages are given. Also the open- ended questions helped the researcher to give meaning to some research findings.
1.9.5 Pilot Study Pilot study is a miniature study conducted in small group with a view of trying out if the research design can work (Magi, 2010: 99). The researcher distributed the questionnaires to about 5% of the research sample to verify whether the respondents understand the questions in the instrument. Random distribution was used to give the questionnaires to the pilot representatives. The representative had no problem with the instruments but few mistakes were identified and corrected.
1.10 ETHICAL CONSIDERATIONS
It is recommended that all research should consider ethics before the data is collected from the study area. Sieber (1992: 02) defines ethics as the systematic study of value concepts - “good”, “bad”, “right”, “wrong” – and the general principle that justify applying these concepts. Banister et al., (1994) argued that 23
ethical concerns must be part of the fundamental design of any research project, and ideally any proposed research should be talked through with an ethics committee and/ or colleagues, to ensure that the research does not, as a minimum, contravene the published ethical principle.
In this research study like other social science research, the researcher obtained a memorandum which was outlining details of the research study. It is through the memorandum that the respondents were guaranteed the confidentiality in their participation of the research study. The primary issue for researcher is the protection of the rights of both human and non-human participants (Jennings, 2010). A letter protecting the researcher is required as it provides the personal details of the researcher. The researcher in this regard has made some promises about the procedure that was going to be followed in undertaking this research investigation.
1.11 ORGANISATION OF THE STUDY
This research study is structured in a way that gives specific functions to its chapters. The chapters are composed of five units namely chapter one, chapter two, chapter three, chapter four and chapter five. These chapters are outlined in details below:
Chapter One is called orientation of the study which comprises the introduction, the background to the problem, the statement of the problem, the delimitation of the study, the objectives of the study, the statements of hypothesis, the definition
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of terms, the significance of the study, the research methodology, organisation of the study and the summary.
Chapter Two is about the theoretical and conceptual framework of the research study. The theoretical and conceptual framework consists of the introduction, the tourism and its sub-fields, the tourism destination and attractions, the importance of events management, the planning of the various events and the consumer behaviour at the event. In addition, it covers the following: the setting up of tourism event, the roles of key players in tourism event, sponsorship evaluation and results as well as conclusion.
Chapter Three, is concerned with the physical setting or case study analysis. It contains the introduction, the location of the study area, a brief history of the study area, the geographical background and the social cultural event in Morija.
Chapter Four, is devoted to the analysis and interpretation of data. It restates the objectives and hypotheses, as well as analyse the socio-demographic variables, the understanding and importance of cultural tourism, participation in organising the Morija festival and the attraction of international tourists to the Morija festival. The research findings are included in this chapter, concerning the stakeholders’ satisfaction with the management of the festival, the community benefits, and the implications of the findings as well as summary.
Chapter Five, the final chapter gives conclusions of the study and makes recommendations. It starts with introduction like other chapters in this research
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study, summary of findings of the study, then gives general conclusions, suggests recommendations and then concludes.
1.12 SUMMARY
According to George (2004) research can be defined as having three functions: descriptive function involves the process of finding out things (list, report on and describe ‘who’, ‘what’, ‘where’), diagnostic function involves the process of explaining (‘why’) and predictive function combines the first two kinds of research to suggest a course of action.
In this regard, this chapter has essentially dealt with the background to the study, statement of the problem, delimitation, objectives and hypotheses of the study. It also emphasised on clarifying operational terms, significance of the study, research methodology and how the study is organised. The success of the study is obviously reliant on all these sections of the study clearly and effectively explained in the context of the role of the Morija Arts and Cultural Festival as a unique mechanism for promoting tourism among local communities.
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CHAPTER 2
THEORETICAL FRAMEWORK
2.1 INTRODUCTION
Cultural festivals have been practised for many centuries in Africa although they were not perceived as tourist attractions. It is these days the festivals are recognised as tourist attractions because of the number of visitors who come to experience the cultural festival. The festivals or events attract both local people and international tourists. Also the festivals can be seen as a tool for promoting the local attractions and boosting the gross domestic products (GDP) of the country. In most developing countries, the cultural events or festivals can be seen as the job creator for both skilled and unskilled people.
The festival which is an annual event needs a careful planning and people or stakeholders must understand the importance of it. George (2004: 71) argued that all departments and key personnel should be involved in the formulation of a plan if it is to be successful. In addition, it is more likely they would be invested in making a plan to work if they have been consulted when the plan was developed. It is never easy for some stakeholders to understand the festival if they turn to be part of the festival during the implementation.
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It is obvious that the festival where stakeholders are considered at all levels of organising and planning, the tourists will be attracted in large number and local people will benefit in different ways. In the planning stage, the organisers should try to analyse the previous festival so that the alternatives can be considered in the next festival. It is never easy to find problem if the festival is not monitored and evaluated.
Problems in such a festival are simple, for example, the shortage of supporting facilities, poor road links and many people selling merchandise. These problems can be resolved, but many of them need to be financed so that they can be improved. The Morija festival is tourist attraction but still effort is needed to be applied so that tourists can increase number of days they spend in the country. The annual increase in the number of international tourist arrivals in Africa was seven per cent, twice as high as in the popular travel regions of Europe and North America (Conrady et al., 2011). In 2009, when the entire industry was suffering and declining in all other regions of the world, tourists number in Africa rose by five per cent (Conrady et al., 2011).
2.2 TOURISM AND ITS RELATED SUB-FIELDS
The term ‘tourism’ has a tendency of confusing many people, however, according to George (2004), the United Nations World Tourism Organisation (UNWTO) has devised a broader definition of tourism, as the activities of persons travelling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business and other purposes. Also other authors have defined it in a different way although the meaning is almost the same. 28
2.2.1 Cultural and heritage tourism Culture is the shared knowledge and schemes created by a set of people for perceiving, interpreting, expressing, and responding to the social realities around them (Lederach, 2003). Cultural tourism describes tourists who take part in cultural activities while away from their home cities. Cultural tourism is that form of tourism whose purpose is to discover heritage site and cultural monuments on their travels (Singh, 2008).
Also cultural tourism relates to those individual groups of people who travel around the world, individual countries, local communities and individual events to experience heritage, religious and art site and to develop their knowledge of different communities’ way of life (Raj et al., 2008: 71). This can include a wide range of cultural tourist experience, for example performing arts, visits to historic sites and monuments, educational tours, museums, natural heritage sites and religious festival.
The future of the events of tourism in developing cities or countries relies significantly on governments developing clear and effective events tourism strategies (Raj et al., 2008: 71). It is very important for destinations and countries to understand potential tourists’ needs and expectations and to introduce a consumer decision making process for events.
In addition, events of tourism can be encouraged by developing complex and extensive planning strategies for the future. Relying on events to generate tourism in the future will be a very difficult task. Therefore, it is essential that governments and other related authorities do not rely only on cultural festivals to
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attract tourists, but instead have a variety of future cultural festival strategies in place to increase cultural festival in some next 10 to 20 years to come.
Moreover, it is difficult for some countries or cities to control negative image of their destinations and events through the media. It is important for governments and private media to avoid negative media publicity for their destination rather they should encourage cultural festivals by highlighting the interesting parts and attractions around their destinations. Festivals play a major role in amending negative images of a country as well as boosting the economic outlook of the country. Marketing is that function of event management that keeps in touch with the event’s participants and visitors, read their needs and motivations, develop products that meet these needs, and build a communication program which expresses the event’s purpose and objective (Hall, 1997: 136).
The other problem which is always a case is where the government and stakeholders leave the communities behind when making decisions which somehow affect the communities. It is advisable to include them as they have good ideas about the area as it is their area. The strategic plan usually needs the communities to participate because they know strength, weakness, opportunities and threats of the organisation. Therefore, it is impossible to come up with the effective plans if the destination is not well known.
2.2.2 Tourism Events Event tourism is estimated to expand even faster than the growth rate which was predicted for the South Africa tourism industry (Tassiopoulos, 2007: 26). Tourism is known to increase the economic potential of a country as many local
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people are able to sell their cultural products to the visitors. Events, festivals and conferences provide exciting opportunities to markets in southern Africa and its neighbours, as a preferred tourist destination, it provides economic benefits for the local economies (George: 2004).
Many events such as festivals are considered as tourism events because they tend to attract international tourists and regional tourists. In addition, the tourism events are seen as uniting each nation and strengthening the friendship of neighbouring countries. Events like Olympic Games, FIFA World Cup in 2010, the 2003 Cricket World Cup in South Africa, the King Shaka Day Festival in KwaZulu-Natal and others such events, are seen as tourism events that unite the world (George, 2004).
2.3 TOURISM DESTINATIONS AND ATTRACTIONS
Tourist attractions can be seen as aspects of a tourist destination, if they are accommodation facilities near such attractions. According to Pike (2004: 11) the term ‘destination’ is seen as the places that attract tourists for a temporary stay, and range from continents, to provinces, to cities, to rural villages and to build resort areas. The Morija community in Lesotho is considered to be such a tourist destination, especially because it has four (4) components which are also known as a destination mix, these are: attractions, amenities, accessibilities and ambience (Pike, 2004).
2.3.1 Attractions Attractions are the main motivator of the travelling tourist. Tourist attractions play a major role in building and establishing a tourism destination. According
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to George (2004: 335) there are four categories of attractions: natural, built, cultural, and social aspect. For instance, Durban has natural attractions (beaches and rivers), built attraction (Marine parks), cultural attraction (museums), and social attraction (way of life of the host population).
According to George (2004) tourist attractions are further divided into two sub- categories: primary and secondary. On the one hand, the primary attractions are those considered important enough to induce tourists to visit the destination, such as the Morija festival in Lesotho or the 2010 FIFA Soccer World Cup in South Africa. On the other hand, secondary attractions are those seen as complimentary to the primary attractions. For example, visit to the Kruger National Park, cannot be seen as primary attraction for spectators visiting mainly the 2010 FIFA Soccer World Cup.
2.3.2 Amenities The amenities are the desirable support offered at a destination that serves the needs of tourists while away from their homes (George, 2004: 336). These amenities are very important because tourists cannot easily reach the destination and spend some money without them. Such amenities may include accommodation at the destination (hotels, resorts, apartments, villas, campsite, backpacker hotels, farm guesthouses and other types of accommodation. Also restaurants, cafes and bars which range from Quick Service Restaurant to fine- dining restaurant, are considered as part of the amenities, for example Nando’s, KFC, Wimpy and others. Entertainment facilities such as nightclubs, theatres, jazz-clubs, retail outlets and travel agents, do play an important role in tourism. Furthermore, transportation and communication facilities at the destination, such
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as taxis, buses, trains, aeroplane and ships, as well as other amenities and services such as language, hairdressing and information services are all important in planning for a tourism destination.
2.3.3 Accessibility Accessibility means the ability to reach a place as easily as possible (George, 2004: 336). Transportation and infrastructure are necessary to help ensure that the tourist has accessibility to a destination. Tourist destination like Morija depends on road systems to reach the area especially because tourists have to travel about 35 km from the capital city of Lesotho, Maseru. George (2004) further mentions that the elements which affect accessibility of a destination include the following: infrastructure (airports, roads, and railways), government regulations, which might control transport operations.
The shortage of transportation can have some impact on the festival pattern of visit, because some tourists prefer other modes of transport not road transport as it is the case with the Morija Festival. The maintenance of the existing and available infrastructure is very necessary in keeping vehicles in good condition at all times. Also, the signage plays a major role in the travelling business, because it can guide tourists who are visiting such destinations for the first time. Moreover, signage helps in regulating the traffic flow, gives directions and distance to be covered before reaching a particular destination.
2.3.4 Ambience A destination is more than its physical appearance and tourist related features. The destination is also made up of social and cultural features (George, 2004).
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These features give a destination its atmosphere or ambience. According to George (2004: 336) a destination’s ambience is difficult to quantify since it also includes intangible features such as the friendliness of its residents, the way of life of the locals and the way that tourist amenities and service are delivered. The delivery of services is particularly important because tourism offerings are consumed at the point of purchase. Even if all of the attractions are first class, the visitors’ holiday experience, will have a much more satisfying experience if they feel welcomed by the host population and receive good service. For instance, the long queue in any office can spoil the experience of the tourists so everything has to be perfect.
2.4 THE IMPORTANCE OF EVENTS MANAGEMENT
The events management team, which is efficient, usually makes the marketing of cultural festival to grow very fast. This is because the tourists who are attending the festival or any event can pass a word of mouth which is believed to be cheap. The tourists who were attending can even come back for the following year if the event is annual like Morija Festival. Also tourists can even make example about it elsewhere when they talk of the good memorable experience they once had in their life time.
The destination management cannot be considered effective if the stakeholders or community as whole are not satisfied by how the festival is planned and managed. In most cases, the community gets to understand the festival if they are given chance to be involved in the management team of the festival and overall duties or activities. Furthermore, it is significant to include them
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especially because the community are the ones who are affected by the consequences of poorly managed festival. According to Murphy et al., (2007), community involvement should simultaneously come with community benefits in order to be considered successful.
Beside the community, the stakeholders like the sponsors are very important for the staging of the festival. Usually they should be given some space where they will put their tents and flag to be identified by nation. The stakeholders are like tourists, whenever their objectives are fulfilled, they increase the budget for the next following festival and even those who were not part of the festival, and they can assist as a way of ploughing back benefits to the community.
2.5 PLANNING OF THE VARIOUS EVENTS
There are many events which are taking place all around the world with different purposes. These events may be religious events, cultural events, musical events, sporting events, personal and private events, political and government events, commercial and business events, corporate events, special events and leisure events. All of these events are organised differently although there are still similarities (Raj et al., 2008).
All events are organised for different purposes. In this study, a focus is mainly for the cultural festival. According to George (2004: 367) the annual cherry Blossom Festival held at Cherrio Gardens in Limpopo, the Morija Art and Cultural Festival in Lesotho, Sardine Run in KwaZulu-Natal, and the Shembe
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Festival in KwaZulu-Natal are all examples of cultural festivals that are held every year and attract many tourists.
Most festivals are organised by corporate companies or government. It is advisable for the organising companies to select the appropriate site which will suit the duration of the festival. If the festival is held for the first time, the organising body would have to meet with the local communities to propose for the festival. Communities need to be made to understand what the festival is all about, why it is suggested to occur at their place and what are possible impacts to their area.
Outdoor festivals are held on civic controlled park lands, national heritage grounds or private land (Raj et al., 2008: 27). If this is the case, obviously there should be the assessment of the site whether it is suitable to hold the festival and the services which are available so that the alternatives can be made for those which are non-existing or not in a good state. Some of the festivals depend more on technological tools which need electricity for power or big generators.
There are seven key stages within the planning process. Usually they provide a starting point for the planning of festival, conference, and events (Raj et al., 2008: 32). It has been shown that each stage is integral and must be fully integrated with the day to day operational business of the organisation. All seven stages must carry equal weight when developing and planning the process of a variety of events. Essentially these stages start with the idea and proposal, through identifying aims and objectives, and the implementation of the plan, which stages are listed below.
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The seven stages of the event planning process (Watt, 1998) include the following: (a) Idea and proposal (e) Implementation plan (b) Feasibility study (f) Monitoring and evaluation (c) Aims and objectives (g) Future practice (d) Implementation requirements
Coughlan & Mules (2001), have argued that if a significant level of entertainment and hospitality is included within the event or is required by customers, it is necessary to ensure that the facilities can sustain these demands and that the location is accessible for the duration of the event. Again they have argued that where the sponsors are crucial to the overall success of event, the event stakeholders should be identified and involved at an early stage in the planning process and the aims and objectives for the sponsorship of the event be accepted. These sponsors, in essence, usually seek image enhancement, market positioning and a good marketing return for their monetary input.
2.6 THE EVENTS CONSUMER AND SEGMENTATION
The social events in most communities are organised by the members of the community. Such events could be practiced with the intentions of teaching the new generation about the culture and tradition of their immediate environment. In some previous decades these events were not necessarily organised purposely for tourists, but for what was known to be community cohesion, lately the events are largely seen as tourist attraction. The marketing part of the event is applied in such a way that the local people and the entire international community of
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tourists are aware of the festival taking place in other region of the world. According to Zeithaml & Bitner (1996), encouraging the event marketing mix may be represented by using the Seven (7) – P’s model namely product, price, place, promotion, people, physical evidence and process elements.
In recent days, the internet seems to be the main communications tool that reaches a very large number of potential tourists, globally for relatively minimum cost. International tourists are increasingly using the travel websites on the internet, which were launched by many international companies in the late 1990s (Kandari & Chandra, 2004: 71). Furthermore, marketing can be done through giving the community members some T-shirts which have printed on them the name and details of the festival or any event. The other strategy can be the printing of the event name and its theme, on the public transport and some personalised motor vehicles. In addition, some printed literature such as brochures and banners could be used to market the event through many tourism products and service.
It would not be surprising to see other cultural festivals being attended by a small number of participants, simply because of poor marketing. Other reasons could be that the event was not originally appealing to most consumers, or that the marketing strategy used, had a poor or negative impact as well. All these factors can produce some negative outcomes for the organisers, depending also on how they were planning for the event, especially if they did not know their target market. According to Hutchison et al., (2006), there is no single correct way of segmenting a market, but that segmentation can be done in a way that maximises the marketing potential. Marketing managers can use five basic types of variables when segmenting consumer markets: geographic, 38
demographic, psychographic, and behavioural and benefits (Reid & Bojanic, 2010). In this study, only 4 variables of segmentation have been discussed namely: geographic, demographic, psychographic, and behavioural.
2.6.1 Geographic Segmentation The festival is usually held in one community where there is some historical background. The local people will be the ones who play a volunteering part in organising the festival. Nevertheless, the people from around the community can be the visitors or they can participate fully because of the skills they possess and which are relevant to the festival or event. Some of these people could be considered as tourists depending on where they come from. Furthermore, it is known that the market may be segmented depending upon population density, such as urban, suburban, or rural factors (Hutchison et al., 2006).
2.6.2 Demographic Segmentation Essentially the concept of demographic segmentation is about measuring the inherent characteristics of people. These include the following, age, gender, occupation, education, income and cultural economic group. Another method often used for demographic segmentation is the socio-economic scale based on income. The year a consumer was born, can also affect the way they look at life, the attitudes, values and interests and the stage at which consumer is in the life cycle which often determines the type of event or festival the consumer can attend (Raj et al., 2008). This type of segmentations, among other things, would help research to be able to analyse the problem statement by differentiating it in terms of demographic variables such as age, gender, place of residence, and so on.
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2.6.3 Psychographic Segmentation The notion of psychographic segmentation is another method which event organiser finds useful when planning event segmentation. Psychographic segmentation involves dividing consumers into groups based upon lifestyles, personality, opinions, motives, or interest (Hutchison et al, 2006). This kind of segment is having the similar attitudes and taste or interest. The cultural tourists can be categorised under one segment because they may prefer a tour to cultural attractions or cultural festivals. The tourists have to be studied so that their needs can be satisfied at all times.
2.6.4 Behaviouristic Segmentation This type of segmentation puts people into groups in terms of their relationship with particular types of products, for example, whether or not they are first time users, or the benefits they seek from using a particular product (Swarbrooke, 2002). This covers a number of variations, some of which are discussed in the following paragraphs.
According to Weaver & Lawton (2006), behaviouristic segmentation subdivides consumers according to their relationship with a particular product such as ecotourism experience. The first variation is stated as purchase-occasions, this can be looked into by people who buy product regularly or occasionally or never. For example, in the Morija Festival, there are people or tourists who attend the festival every year; then there are those people who have visited once and those who have never visited the festival at all.
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The second variation is seen as relating to the benefits sought or pursued by tourists. In other words, what people hoping to gain from visiting an attraction, it could be knowledge from a museum, excitement from a theme park or economy from a Country Park where no charge is made for admission. Also, the user status is identified as another form of variation. These were simple categories wherein the involved people were mainly non-users, ex-users, potential users, regular users or first time users of the event or festival facilities (Swarbrooke, 2002: 80).
In some situations, the readiness stage has been mentioned to be one of the important variations. In this variation, some people are unaware of the product, aware and interested, desirous of visiting the attraction, or actually intends on visiting it and planning the visit right now. It is usually followed by an attitude to the product. This means identifying people who are enthusiastic or positive about the attraction or merely indifferent, and those who are negative or downright hostile to it.
The last variation is loyalty to the product Swarbrooke (2002: 80). This variation focuses on whether people feel some loyalty towards the attraction or would they happily go elsewhere instead, if it was cheaper or looked more exciting. All of these segmentations cannot be easily divided into people especially if the research has not been done. It is important that their understanding be encouraged so that the needs and aspirations of the tourists could be met or satisfied.
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The residents can be segmented in relation to their attitudes towards tourism festivals or tourism projects in the community area. Davis et al., (1988) cited in Keyser (2009: 392) segmented residents into the following five categories: Tourism haters, who possess negative opinions toward tourists and tourism. Tourism lovers, holding extremely favourable positions. Cautious romantics, a group recognising the benefits of tourism, but also holding antigrowth opinions. In betweeners, having moderate opinions about the benefit of tourism and continued growth of the industry. Love ‘em for a reason, approving of the tourism industry because of the jobs it creates or the recreational advantages it provides to residents.
The segmentation, in terms of the Davis model (Keyser, 2009: 392), which has been described as showing that in tourist destinations, not all the people will be in favour of the tourism industry. Some community can support the tourism project because there are relatives who are working in industry.
2.7 SETTING UP A TOURISM EVENT
The setting up of an event has been known to depend, among other things, on principles such as complementarities, site specificity and the element of authenticity (Cooper et al., 2008: 314). These principles provide an organisational synergy and planning and process integration in the life of an event. In this regard, the setting up of a tourism event needs the involvement of the community plus organisations that have a common vision and purposes. 42
Such principles can help to achieve success, that is, when all of the organisations and community members are working as team which is striving for ultimate success.
2.7.1 Founding Members It is necessary to take appropriate steps to establish the organisation on an event. Schmader & Jackson (1997: 44) have stated that: ‘A successful event is not different from a successful business and will function best if it is treated as such. The most successful events are usually independent, with a clear chain of command, strong leadership and clearly defined mission statement, just as a successful business’.
In establishing an event organisation, it is vital to select a founding group (or interim committee) of people who have credibility and high regard in the community (Tassiopoulos, 2010: 132). This group needs to have a ‘champion’ or ‘champions’ who will pilot the development and organisational process through all the ups and downs along the way. It is vital that they all have a common vision and purpose towards the event.
The founding members also have an important role in deciding whether other people become involved, why they are needed and the extent to which they should contribute to the event. Founders also influence the way the organisation is structured, how power is controlled, and the way in which the organisation is constituted. In a step-by-step process an event organisation grows and gathers members, staff and facilities (Getz, 1997). As such, it is the responsibility of the founding members to see to it that their event succeeds. Thus, a successful event will always function best if the chain of command is well understood. 43
2.7.2 Organisation Articles All organisations are best structured on a set of articles which explain the characteristics of the organisation, what it is to do and how it intends to operate. Formal companies have sets of documents called the Memorandum and Articles of Association. These documents are usually prepared by attorneys or accounts that can assist in arranging for the Registration of the Organisation with the Registrar of Companies or the Supreme Court (Tassiopoulos 2007: 130).The memorandum usually covers the following details. the vision of the organisation the main purpose of its activities the structure, size, composition and terms of election of directors and trustees membership requirements procedural rules, including the meeting to be held, quorum for voting and decision-making how vacancies are filled, resignations and retirements responsibilities and liability of members management of financial year and appointment of auditors procedure for amending the articles procedure for winding up the organisation and the distribution of assets and funds.
These points are always supposed to appear in the memorandum of event organisation or there can be other additional points to be considered important which must be included.
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2.8 MARKETING OF AN EVENT OR FESTIVAL
Marketing in the context of events is defined as a function of event management that can keep in touch with the event’s participants and visitors, read their needs and motivations, develop products that meet these needs, and build a communication program which expresses the event’s purpose and objectives (George, 2004: 369).
Marketing should always be taken as a backbone of the event because in the case where tourists are not aware of the festival or not well informed, they would not buy the festival tickets and few people or tourists would attend. According to Raj et al., (2008), the marketing activities that event marketers should carry out to produce a successful event or festival included the following: Analyse the target market to establish appropriate event components, or products Establish what other competitive events could satisfy similar needs to ensure their event have a unique selling proposition Predict at what time people would attend the event Predict at what time people will come to the event Estimate what price they will be willing to pay to attend the event Decide on the type and quality of promotional activities needed to inform and attract the target market to the event Decide how tickets for the event can reach their target market Establish the degree of success for marketing events
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Most of the organisers focus on satisfying themselves or the stakeholders. It should always be the priority to make sure that the needs of the consumers are met as well as theirs. The same thing applies with the sponsors, if the sponsors are not satisfied, possibly they would not sponsor the festival for the following year or rather they will put less money in the event.
According to George (2004), the use of marketing principles and techniques is relevant to events management for the following reasons: . It provides event managers with framework for decision-making that should result in successful event of festival. . It helps convince event sponsors that the festival or event is a feasible medium for them to communicate with their target market. . It demonstrates expertise in marketing planning and management to city and provincial government (local government often financially assists many festivals and event). . It helps to compete for consumers’ disposable income and time. Consumers have a wide variety of leisure activities from which to choose to spend their time and income (cinema, theatre, shopping mall, restaurant, and so on). The aim of marketing is to persuade consumers to attend the event rather than spend their time and money on other leisure activities.
The managing organisers have to look into all of marketing principles and techniques so that they may understand clearly where they should stand, as well as other stakeholders who are approached to be part of the event.
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2.9 THE IMPACTS OF TOURISM EVENTS
Events can have several types of impacts on host city, ranging from cultural, economic, social and environmental. Events have both positive and negative impacts on their host cities, but the emphasis is often focused on their economic aspects. It is the role of event organisers to focus on impacts other than the purely economic ones that may be created by the event Raj et al., (2008: 78). The impacts of events on host cities are changing in accordance with significant developments in the events market that has developed during the past years. Consequently, post-event evaluation is extremely important; not only to review the situation, but to identify and manage the impacts to assist in maximising future benefits Raj & Musgrave (2009).
Additionally, events have an important role to play within both the national and local community in the context of destination planning, enhancing and linking tourism and commerce. Some aspects of this role include events as image makers, economic impact generators, and tourist attractions; overcoming seasonality; contributing to the development of local communities and businesses; and supporting key industrial sectors Raj et al., (2008). However, the events manager ought to put great emphasis on the financial impact of the event on the community. The event managers may also become myopic concerning other possible impacts, which might occur during the event. It is important for the events manager to be aware of such a potential situation, as well as identify and manage both positive and negative impacts resulting from the implementation of the event.
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Community festivals now play a significant role in acceptance of the younger generation to lead new local businesses and create tourism opportunities for local area. Festivals are known to attract tourists from all over the neighbouring countries and world at large. Festival organisers, because of internet exposure, are now able to target wider audiences through the entire world. The use of technology and media, which has considerable economic impact on the host community, has in turn convinced tourists to visit numerous areas and stay longer Raj et al., (2008). The economic value of events is often placed on its ability to benefit from publicity opportunities obtained for events, which may occur before, during and after their occurrence. Newspaper columns and advertising costs are used to qualify such impacts. Festivals and events are known to provide greater economic life and benefits to host destinations, by developing employment, additional trade and business development opportunities. Attributes emerging from investment in the infrastructure, long- term promotional benefits and tax revenues are some of the leading benefits worthy of consideration.
Furthermore, festivals are not only generating significant economic benefits, they have the potential to provide host destinations with a high-status tourism profile. The economic impacts of events are the most tangible and beneficial sources for tourism development. In addition, Raj et al., (2008), have argued that economic impacts of festivals can be positive and negative; the positive economic impacts of an event are tourist expenditure, investment in the infrastructure and increased employment. It is believed that the Morija area is experiencing both positive and negative impacts.
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The other negative impacts can be where the natural vegetation is being destroyed tourists. Usually the tourists are fond of making firewood, which at times results in the burning of fauna and flora in participating destinations. At times, it can occur that the tourists leave rubbish, consisting of papers, plastics, cartons, bottles and so on, which ends up being scattered throughout the whole festival area. These types of throw-away goods and various other pollutants end up affecting the natural environment negatively.
Tourism events have been a major source of intercultural contact among many of the Lesotho people. These contacts in many tourist-hosting countries have resulted in the establishment of many socio-cultural exchange programmes. The reactions of host-communities to these exchanges have been diverse, ranging from active resistance to complete adoption of Western culture. Some of the results of these contacts are highlighted by Myburgh & Saayman (2002) and are briefly referred to below. The increase of tourists in some destinations, tend to affect the lifestyles of local people. It has also been argued that, as in Morija, community values and ideologies play an important role in influencing local residents to admire recreation and tourism activities in their areas.
It has also been noted that some residents copy tourists’ behaviour and attitudes. This influence results in the generation of 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 traditional values. Tourists are known to learn to appreciate the special nature of traditional values held by the local people, and these local people apply an increased sense
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of pride and importance to their values that are admired by tourists Kandari & Chandra (2004: 210).
2.10 ROLES OF KEY PLAYERS IN TOURISM EVENTS
Key players or stakeholders in recreation and tourism events, tend to vary in terms of the development of the area and expertise of the local inhabitants. The government is usually working as the core in supporting any tourism related activities. It is very supportive because the major budget and regulations are part of the government mandate and role. Also, stakeholders have their own part to play in the tourism industry. The DEAT (1996) has identified the variety of players such as the government, private sector, local community and tourists and recreators.
2.10.1 The Government The government has different ministries which have various departments in them. In South Africa, the Minister of Tourism is ultimately responsible for the government's promotion, development and management of tourism. The tourism responsibilities of the Ministry are to raise the profile of the tourism industry and put it in a position to compete with other sectors for funding and other national resources and it is also to unleash the sector's potential as a leader in wealth- creation and employment generation (DEAT, 1996).
In addition, the role of the Ministry is to carry out a critical coordinating role among ministries whose mandates and activities directly impact on tourism - namely Ministries of Finance, Public Works, Transport, Trade and Industry,
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Arts, Culture, Science and Technology, Labour, Education, Home Affairs and Foreign Affairs. Furthermore, to facilitate creative and strategic interaction between the tourism policy and policies guiding the management of land, water, energy and other natural resources (DEAT, 1996).Moreover, the government is the one which ought to make sure that the White Paper is always checked and modified if it is necessary. Every province in South Africa must have a copy and what is in the policy, and strive to put it into practice especially by the local authorities. This approach is equally true for the Morija authorities in Lesotho.
2.10.2 The Private Sector The private sectors are made up of the large, small medium and micro business. This sector is the one which is responsible for implementing and growing the tourism industry. The White Paper (DEAT, 1996) has highlighted the notion that the private sector should own and therefore drive tourism. The private sector is not only the large established player, but also grows small industries. It is thus made up of large, medium, small and micro businesses. The tourism White Paper (DEAT, 1996) has further recommended that it is important for the private sector to be organised in order to be able to pursue a dialogue with government and public entities. It also urges to provide a co-ordinating input into tourism partnerships, as well as to develop for itself, a system of benchmarking the tourism industry. In organising tourism, it is critical that the traditional categories or divisions of the past are eliminated and a united and integrated business sector is encouraged to emerge. The notion of integrating people and authorities that relate to private and public sectors, and natural parks are also important for the success of the Morija Cultural Festival.
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2.10.3 The Local Community The community is supposed to be the role player of any tourism activities which are participated within the area. In South Africa, there were some community members who were not allowed to take part in any tourism development in the country. According to the tourism White Paper (DEAT, 1996), the role of communities in the new tourism thrust include, organise themselves at all levels (national, provincial and local) to play a more effective role in the tourism industry and interact with government and role players at all levels. Lubbe (2003) encouraged community to form a tourist’s organisation which would represent the tourists in all matters pertaining to tourism challenges in a tourist destination.
Also they are to identify potential tourism resources and attractions within their communities and exploit opportunities for tourism training and awareness, finance and incentives for tourism development. Furthermore, to seek partnership opportunities with the established tourism private sector and participate in all aspects of tourism, including being tourists themselves. Communities are supposed to support and promote responsible tourism and sustainable development (DEAT, 1996). The Morija community, similar to the South African community, has got an opportunity to be part of the tourism transformation process that is taking place in recent times.
2.11 THE IMPACTS OF TOURISM ON CULTURAL FESTIVALS
Culture is often regarded as particularly difficult, if not impossible, to define (Keyser, 2009: 385). Cultural is broadly defined as behavioural traits, shared by a population or subpopulation that are acquired through social learning and
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transmitted within or between generations (Mills et al., 2010). Tourism and culture are related, tourists are travelling so that they can experience what is not in the normal place, tourist generating region. Usually they travel with the desire to explore and experience the culture of other nations.
Tourism can have the impact on culture festival or other way round. The tourism which is not well planned or managed can stop tourists from being part of the festival or such a country. Keyser (2009: 385) emphasises that tourism can affect various aspects of a society’s culture, such as the way in which people communicate, how art and material goods are produced and attitudes and approaches to traditional events
2.11.1 Language Barrier In most cases, communication can be considered as one of the factors which raise the conflict between the local communities and tourists. The tourists speak their language which sometimes makes the community to be insecure. In addition, the host can confront the tourists or react negatively on the tourists for some signs which are culturally unacceptable. Keyser (2009: 386), states that some rule-breaking is unintentional, and likely to be forgiven by the hosts. However, if there is continual disregard of local sensitivities, this could be perceived as a display of cultural arrogance.
Tourism development in any community is bound to generate some conflict given that it modifies landscapes and changes community dynamics (Murphy & Murphy, 2004). They have added that the community or a significant segment of it sours on tourism; reactions against tourists can damage its image and
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economic prospects. The frustration and disappointment of the local community that emerges may result in destroying the local goodwill to the tourists and lead to instances of community backlash, including hostility, rudeness, poor service, and anti-tourism protest (Keyser, 2009: 386). These issues are a point of investigation in the Morija Arts and Cultural Festival.
2.11.2 Cultural Material The tourism can influence the modification of traditional products. The tourists buy the local products as the souvenirs and they can encourage some improvement. Some of the improvements may change the products from what is known. Keyser (2009: 387) supports the view that tourism can lead to a deterioration in material culture (textiles, carvings, jewellery, sculpture and ceramics), where the production of traditional arts for tourists results in changes in the art-forms. With regard to Morija Arts and Cultural sphere, it is suspected that the high demand for culture can contribute to commodification of culture, since invariably communities in cultural festivals tend to look for profit.
2.11.3 Cultural changes Tourism is a power agent of cultural change, but it does not act in isolation, separate from the other very influential forces of cultural changes, such as wireless technology, television and globalisation especially in traditional communities (Ivanovic, 2008). It is a privilege that the tourism can improve the living standard of local community or host. Keyser (2009: 390) has outlined the following four mechanisms of cultural changes associated with tourism: Invention – the formation by an individual of a new habit, tool, or principle, that eventually gains the acceptance of others and becomes socially shared. 54
Acculturation – when groups or individuals of different cultures come into intensive contact, with subsequent changes in the original cultural patterns of one or both groups. Diffusion (borrowing) – when a new cultural element is introduced from outside. Devolution – loss as a result of borrowing.
These mechanisms give a clear picture that it is not easy to see when culture is changing. In other words, the interaction of tourists and the host community, would always have an impact on cultural changes. At the same time, this claim should not be based only on tourism, as there are media people who still contribute to cultural transformation. It is anticipated that this state of affairs would exist in the Morija Arts and Cultural Festival scenario.
2.12 SPONSORSHIP, EVALUATION AND RESULTS
Sponsorship is defined as first and foremost a commercial activity (Polonsky & Speed, 2001). According to George (2002: 266) sponsorship is defined as the provision of financial or material support by a company for some independent activity not usually directly linked to the company’s normal business, but support from which the sponsoring company would hope to benefit. Sometime, the sponsors can have an intention to assist the event organisers, so that they can be successful in delivering on the event, however, some others are involved in the event in order that they can gain publicity. It is usually appreciated that when sponsors participate in an event, they do so as a humanitarian exercise rather than seeking to gain financially. 55
Skinner et al., (2001: 235) identify the following essential elements of sponsorship: . A sponsor makes a contribution in cash or kind to an activity which is in some measure a leisure pursuit, either sport or within the broad definition of the arts. . The sponsored activity does not form part of the main commercial function of the sponsorship body . The sponsor expects a return in terms of publicity
According to Schmader & Jackson (1997) there are various different form of sponsorship to be aware of before beginning the search. Usually they fall into more than one category and these multiple categories provide opportunities for a variety of sponsors to participate in the event at varying levels of financial commitment.
The first sponsor is called exclusive or title sponsor. Title sponsors pay a premium fee to have their names as part of the event itself (for example, the MTN Gladiators). Exclusive sponsors pay extra to close out potential sponsorship by competitive or similar sponsors/products (for example, Powerade the official sport drink of the Olympic Game). Title sponsors are usually exclusive.
The second sponsor is presenting sponsor. This Sponsor at this level is usually the major sponsor of a predetermined portion of the entire event. For example, in 2010 World Cup, First National Bank is a good example by selling the FIFA
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tickets. The third sponsor is Co-sponsor. Co-sponsor, as implied, share event sponsorship with one or more other sponsors. There can be co-sponsor at all levels (for example, Coca cola), but title sponsorship is usually exclusive (Tassiopoulos, 2007).
Media sponsors usually provide a predetermined amount of advertising support for the event. They may also provide some cash support and publicity. Moreover, there is another which is called kind sponsor. Sponsorship on this level is provided through the donation of products or service. While cash does not trade hands, in kind support helps to lower event expenses. In most case, sponsors are taking part because there would be something to attain.
2.12.1 Sponsorship Evaluation It has turned to be attendances to many events or festivals that they completed without any evaluation. It is advisable for any event company or sponsors to evaluate the event at the end of it. Self-evaluation is an excellent way of marketing when approaching future sponsors (Tassiopoulos, 2007: 200). It tells how well the event went and identifies the areas which need some improvement in the future.
2.12.2 Evaluation Principles The events or festivals as well as the sponsors have to have the objectives of the event and sponsorship outlined, and then it can be possible to assess and evaluate them. According to Tassiopouos (2007: 200), these are the objectives the sponsors can set: . increasing participation . improving skills and standards of performance 57
. providing equipment and facilities . expanding your geographical coverage . improving sport or cultural activities in the local community . targeting government priority groups.
2.12.3 Evaluating Sponsorship Results Some of the things which show whether the festival was successful are the outcomes of the festival at the end of it. Sponsorship results can be measured through using the three broad schools of evaluation. Tassiopoulos (2007: 203) has indicated the followings: . Measure awareness level achieved or attitudes changed. The company needs to determine awareness levels, attitudes and image perception among their target and set goals they expect the sponsorship to achieve.
. Quantifying sponsorship, in terms of sales results is usually a complex process which needs the expertise of the professionals. To justify expenditure to shareholders and employees, sponsor must show that sponsorship makes an impact on the bottom line (Tassiopoulos, 2007: 203).
. Increase in sales of product or service to customers; increase in distribution outlets; generating more product displays at point of sales; and boost in retail traffic.
These three broad schools of approach or evaluation should be taken into consideration whenever the event is supported with funding from a third-party, that is the private sector. It is also important to recognise that the private-sector
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sponsorship in Lesotho and more specifically the Morija Arts and Cultural Festival would adopt some of these three broad approaches. 2.13 SUMMARY
The literature review is a necessary and important part of the research process (Monette et al., 2011). It is done in order to familiarise the research study with other previous studies conducted from different parts of the world. Coughlan & Mules (2001: 01) have stated that a significant proportion of the literature on sponsorship and many event management text place emphasis on the means to achieve success in attracting sponsors to an event. It may be reiterated that the intention of this chapter was to set the scene and build a theoretical framework, which would form the basis for viewing what has previously been done in this kind of research topic. According to Magi & Nzama, (2008) certain attributes are unique to places of tourist interest that could attract and hold the attention of potential tourists and ultimately attract them to the resource or destination. In this regard, a proper understanding of tourists’ needs, wants and commitment to develop resources to cater for such needs are prerequisites for a successful tourism process. Whether the place remains a tourist destination success would depend on whether it was managed in a sustainable manner or not.
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CHAPTER 3
THE PHYSICAL SETTING: CASE STUDY ANALYSIS
3.1 INTRODUCTION
The description of the physical setting of the Morija area is very significant in clarifying some aspects of the conceptual framework of the research study (Padayachee, 2008). The researcher has seen it necessary to include this chapter [the physical setting or case study analysis as it is called in this dissertation] because it links the theory into a reality. Also the physical setting of the study area gives a reader an overview of how this research topic fits into the Morija area.
The researcher hopes that all people who read this research study will visualise the area even if they have never been in the area. The sub-topics that will be discussed in this chapter include the following: location of the area both relatively and absolutely, brief history of the study area, the geographical background such as topography, general climate, hydrology, soil and geology, the biological environment. These sub topics are discussed below.
3.2 A BRIEF HISTORY OF THE STUDY AREA
The study area is called Makhoarane but locally is well known as Morija. Morija is a small town with long history, as it became the site of the first
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European mission in Lesotho (Murphy, 2007). San and Khoi-khoi people were the first people to settle at Makhoarane. Their drawings are still visible in the caves of the Morija area. The first Iron Age people to settle the area were probably the Mapolane and Maphetla, people of Nguni origin, who crossed the Drakensberg during the early-17th century (Gill, 2005: 03). The San and Khoi- khoi were probably joined soon thereafter by the Bafokeng, a pioneer Sotho tribal group.
Later, in 1822 there were wars which brought destruction to large parts of the Highveld. Thereafter, King Moshoeshoe 1 united a number of diverse Sotho (such as Bakuena, Bataung, Basia and other clans) and Nguni clans (Zulu, Ndebele and Xhosa people) to form the Basotho nation on Thaba-Bosiu Mountain. One of the Basotho nations, Matete had met the missionaries in Modderpoort in Free State and came with them in Thaba-Bosiu, Lesotho. It was on 28 June 1833 when the missionaries met the Basotho King and founder Moshoeshoe І for the first time (Gill, 2005).
Furthermore, the French Protestant missionaries were re-allocated in Makhoarane. The Basotho King had welcomed the first missionaries because he believed that they would bring peace among the nations (Gill: 2005). It is through the arrival of the Missionaries that the study area became known as Morija which was derived from the name “Mount Moriah”. Basotho people have pronounced the name as Morija (Gill, 2005). Mount Moriah is a biblical name where Jehovah provided Abraham with a ram to sacrifice in the place of his son Isaac, and where the Temple of Jerusalem was later constructed.
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The missionaries started a new life in small area of the Morija. They were faced with many challenges such as local language of study area Sesotho. They had to learn the language as well as the customs of the Basotho nation. The missionaries had a dream of converting the Basotho nation into Christianity and Western civilisation under the benevolent Moshoeshoe 1. In addition, the missionaries built a church and other buildings which were demolished by Basotho-Boer War of 1858 except only two buildings had survived, church and a house of the artisan missionary François Maeder.
FIGURE 3.1: THE OLD MAEDER HOUSE WHICH SERVES AS CRAFT CENTRE
[Source: a guide to Morija (1995)]
The Maeder House was built in 1843 and it is Lesotho’s oldest building (Pinchuck et al., 2003: 780). Maeder House currently serves as a crafts centre
62 of the Morija communities. The handicrafts are sold to tourists during the Morija Arts and Cultural Festival.
Furthermore, Morija has played a pivotal role in the education of the entire country of Lesotho. Today, it is known locally as Selibeng sa Thuto (the well- spring of learning), because it has had an important influence in the intellectual circles of businesses, public administration, different levels of education and health-work for well over a century. Among the footprints which could be pointed out in the section on education, the Lesotho National University in Roma (UNDP, 2006) is still offering higher education.
Moreover, the Morija Museum and Archive in partnership with the government of Lesotho decided to introduce the Morija Arts and Cultural Festival in 1999. This cultural festival is staged annually with a purpose to bringing Basotho together, promoting tourism and progressive sense of national pride, as well as encourages small business development in Lesotho [http://www.africa- ata.org/ls_morija.htm (2011)]. The festival is a 5-day event which starts at the end of September or the beginning of October each year.
3.3 THE LOCATION OF THE STUDY AREA
The first cornerstone of geography of the research study is the concept of location (Gersmehl, 2008). A description of the location of the Morija area is given in details in this chapter. The location is categorised into relative and absolute so as to give a clear description of the Morija area. Figure 3.4 is showing the relative location whereas Figure 3.2 is describing the absolute location. The location map shows the boundaries and various features found
63 within the study area. These also show the place of interest around the vicinity of the study area.
FIGURE 3.2 MAP OF MORIJA COMMUNITY
Source: [http://www.morijafest.co.ls/history.html, (2011)]
3.3.1 Relative Location Relative location is a description of location using the relation of one place to another (Tucci & Rosenberg, 2009). In relation to the study area, the area is located in biggest town or district of Lesotho, Maseru (Literally means “place of the red sandstone”) which is estimated 40 kilometres towards south Morija. Maseru is only 600km away from South Africa’s busiest harbour, Durban and two hours’ drive from Bloemfontein in Free State in South Africa (UNDP, 2006). Also the study area is few kilometres from the Royal Palace which is Matsieng and Great Mountain stronghold, Thaba-Bosiu (Mountain at Night).
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The study area is located between co-ordinate 29°37’47.0”S and 27°30’48.0”E. Also it is found on this time zone of +2. The findings indicated that Lesotho is lying between 1,388 metre and 3, 400 metres above sea level (GOL, 2009). Access to the study area could be gained either from Maseru or a town on the south of Maseru, Mafeteng. The Mafeteng town is almost 37 kilometres from the Morija area using A2 road which is joining both Districts.
3.3.2 Absolute Location The Morija Township has many features which make a unique tourist destination. Absolute location describes the location of a palace by using grid coordinates, most commonly latitude and longitude (Tucci & Rosenberg, 2009). The main features of absolute location area include physical features such as rivers, rocks, roads, forests and hills as well as buildings which are part of the history. The study area is found on the foothill of Makhoarane Plateau or Morija Mountain which is a home to different birds, wild animals, indigenous trees and exotic tree species. There are rocks and dams which are used for different purposes such as building house walls, kraals for domestic animal, water is used by both wild and domestic animals and it is used for other domestic work. According to Pinchuck et al., (2002), a large rock which is halfway up Makhoarane Plateau marks dinosaur footprints.
All these features make the study area memorable to tourists who attend the Morija Arts and Cultural Festival. These features capture an eye of the audiences and increase the number of days which tourists have never intended to stay. Most resources are used to make souvenirs such as nest of birds which are used for decoration. Some of the old buildings are used by local communities for different purposes such as craft centre for tourists while others are still
65 serving their initial purposes such as the church of Lesotho Evangelical Church (LEC) building.
3.3.3 Accessibility Morija community is easy to reach especially if tourists or visitors are using road transport. There are two ways to get to the study area; it may either be through Maseru District or Mafeteng District in Lesotho. The road which leads the people to Morija is called A2 which joins both Districts. These two Districts are less than 50 km apart and they are joined to the tarred road.
The Morija Arts and Cultural Festival takes place in the Morija Arena which is also used yearly as soccer field for Thabeng High School. The Morija Arena is near the Morija Hospital, Scott Hospital and Morija Printing Works. The organisers have built the stage for festival aside of the soccer field and the main entrance with the bricks.
The organising of the Morija Arts and Cultural Festival is organised or performed around the Morija Museum and Archives (MMA) environment. The Morija museum is the only historical and tourism-related structure that can be found in the country of Lesotho. The museum is a place where ethnographic collections of the Dieterlen family, the geological and fossil collections of the Ellenberger brothers, as well as other cultural artefacts that are found in Lesotho (Gill, 2005: 07). This Morija Arts and Cultural facility is not only a national source of education and knowledge, but also is associated with the missionary work started during the colonial era in Lesotho. The study area in Morija, is therefore, a popular site or attraction for tourists, students and researchers.
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FIGURE 3.3: THE MORIJA MUSEUM AND ARCHIVES
[Source: http://www.mcn2.com/wp-content/uploads/11/morija.jpg (2011)]
There is accommodation facility which is called Morija Guesthouse. The guesthouse is usually fully booked during the Morija Arts and Cultural Festival. The guesthouse offers bed to almost 24 people where guests could choose to cater for themselves or order a meal from the accommodation sector. The local communities are given a chance to offer accommodation to Morija tourists and arrangements are done for their safety and security.
3.4 GEOGRAPHICAL BACKGROUND
Morija is located in the District of Maseru which is capital city of Lesotho. Maseru is one of the nine (9) Districts namely Mafeteng, Mohale’s Hoek, Quthing, Qacha’s Nek, ThabaTseka, Mokhotlong, ButhaButhe, Leribe and
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Berea. These Districts have become the source of audiences, participants and stakeholders for Morija Arts and Cultural Festival. The country of Lesotho, an enclave of South Africa, is a small mountainous kingdom covering 30, 340 sq. km. of highlands ranging from 1,500 metres at its highest point (Ravichandra, 2003).
FIGURE 3.4: MAP SHOWING LESOTHO DISTRICT BOUNDARY
Source: [http://www.lonelyplanet.com/maps/Africa/lesotho, (2011)]
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3.4.1 Topography Land topography is profoundly influenced by the materials of which the land is made, and helps determine what sort of ecosystem will form in a given area (Cooperrider & Whitney, 2005). The topography of the study area is steep with hills which make a good view of the Morija landscape. These are the same hills which form some of the waterfalls during rainy seasons.
3.4.2 General Climate Lesotho is experiencing four seasons namely spring, summer, autumn and winter. Clean and invigorating are the best words to use when describing Lesotho’s climate. More than 300 days of a Lesotho year offer brilliant sunshine, yet the country has well-marked seasons with temperature reaching 27º Celsius (90 ºF). Summer extends from November to January and is usually hot. Autumn days are warm and ideal for outdoor pursuits such as hiking and camping. Winter, lasting from May to July, is very cold with temperature dropping below freezing point such as-16 ºC (3ºF ) and brings snow to the Maluti Mountains, making it a skier’s haven (GoL, 2009: 114).
In terms of precipitation, the likelihood of cloudy and rainy condition forming and localised thunderstorms between October and March is common. (GoL, 2009). Eighty five (85%) percent of Lesotho’s rainfall is between 700mm and 800 mm per annum. Usually it occurs between October and April, bringing the rivers down in full volume and creating ideal opportunities for fishing.
3.4.3 Hydrology The study area sources water from different places depending on the purpose which water is going to be used for. There are borehole, dams and rainy water
69 which help local communities to perform their daily duties and assist during the Morija Festival. Morija has many dams some of which were made during the tree plantation in 1840. Some of the dams serve domestic animals such as horses, sheep, cattle and others during the drought seasons. The horses are used by local communities for transportation and they are hired by Morija tourists during the Morija Arts and Cultural festival.
Jacks & Whyte (1939, 272) notes that South Africa’s principal source of water is in effect controlled by Lesotho and that water is of great importance in a sub- continent marked by its scarcity. The Lesotho government with the assistance of other organisations have initiated water projects some of which are aiming at providing potable water for commercial and industrial use to Maseru and the towns of Roma, Mazenod, Morija and Teyateyaneng (TY). The projects help in improving some of facilities by providing enough water that serves the tourists and Morija communities.
3.4.4 Soils and Geology Geologically, Lesotho consists of a series of nearly horizontal layers of rock mainly laid down from 200 million to 180 million years ago (Gill, 2005). Millions of years of erosion have scoured valleys and gorges out of these layers of rock. The lowest layers to be exposed are the colourful alternating purple, red, grey and white layers of rock, varying from hard sandstones to shales and mudstone laid down by water at a time when the area was a vast inland drainage basin, much lower than today and standing close to sea level (Gill, 2005). Such shale and mudstones crumble easily, and sometime contain fossil remains. Fossil ferns can be found in mudstones on the slopes of Makhoarane Plateau.
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Above these come the famous Red Beds which attract palaeontogists to Lesotho from as far as they seek for the fossil remains of prehistoric reptiles and other dinosaurs, as well as the world’s earliest mammals (Gill, 2005). Although no fossilised bones have been found in the Morija area, footprints of prehistoric reptilian are found on the side of Morija Mountain and also just above the Royal Village at Matsieng.
According to Gill (2005), the next layer of rock is the Cave Sandstone, a prettify desert mainly consisting of white rock, but also orange or pink. This layer of sandstone forms the most dramatic escarpment cliffs of the lowland and Orange River Valley. It also forms the huge overhangs or rock shelters which can commonly be seen in the Lowlands, as for example near the top of Makhoarane Mountain.
Some of these overhangs have been inhabited for tens of thousands years by former hunter-gatherer people. Many of these shelters contain the magnificent rock paintings for which Lesotho is famous (Gill, 2005). Others, such as the one immediately above the Morija dinosaur footprint site, may contain ceiling with ‘negative’ footprints, left behind when lower slabs of rock have fallen away. Eventually the sandy desert was covered until a new land surface stood some 1500 metres above the desert, thus forming the mountains of Lesotho (the Maloti and Drakensberg).
3.5 FLORA AND FAUNA
The Morija communities are among the communities where the nature can be experienced. In fact, the study area has more to offer in the biological section but the environment is not well managed. This is supported by some of the
71 history that describes of flora and fauna in the study area. There are other authors who did a good job of listing some of the plants and animals found in the study area (Refer to Table 3.1, Table 3.2, Table 3.3, and Table 3.4].
3.5.1 Vegetation The mountains of Lesotho are covered with the different types of vegetation some of which is found in specific area in Morija. For instance, some plants are popular in Morija Mountain. However, some plants are found on the mountain and others parts of the country. There are many varieties of Aloe such as Spiral aloe, Aloe pratensis, Aloe polyphylla (known locally as Lekhala-kharetsa), Aloe broomii and others. Communities sell some of the plants to tourists as a way of generating income.
Some of the vegetation like Leucosideasericea (Cheche), Rhus species (Tšimabelo), Dicomaanomala Sand (Hloenya), Chrysocoma ciliate (Sehalahala) and others is used as firewood for warmth and cooking during the Morija Arts and Cultural Festival. The same vegetation is used as medicine for both people and animals. Some of the domestic animals like goats, sheep, cow, and donkeys feed on the vegetation. In addition, there are wild animals which use these plants as their shelter.
These plants form part of the decoration as they are used as flowers. The most popular used plant is Aloe because it is easily transplanted from one place to another. There are many plants but the challenge is that some are known with Sesotho names not English or scientific names. The lush vegetation in the Morija area, and more specifically in Lesotho, is a strong tourist attraction
72 feature which plays an important role in characterising Lesotho as a natural environment.
3.5.2 Grasslands The soil in Morija communities is covered with the different grass. The grass plays a major role in controlling soil erosion especially in the Morija Arena where a large number of audiences gather to form part of the Morija Festival. In addition, the Morija communities cut other types of grass to make traditional handicrafts. For instance, the local communities make the hats (Mokorotlo, Mosetla, Molianyeo), mats which are bought as souvenirs by tourists and others. The grass assist the tourists not to carry their chairs with them when attending the Morija Festival because they could simple lay down on kikuyu grass.
3.5.3 Forest Forests in relation to tourism, play an important role in making the environment to look well-presented and sustainable, thus making more tourists to be attracted towards a well-managed environment. Features such as forests, wetland, mountains, valleys and water-bodies are some of the natural features that contribute to sustainable tourism and environment protection that would contribute to community tourism and community sustainability.
The Morija communities are covered with a forest of trees which were planted during the arrival of the missionaries in the area. These trees are playing a major role in the hosting of the Morija Festival. There are recreation activities which are part of the Morija festival such net climbing, paintballing and others. The net climbing is attached on the trees so that the tourists could recreate while they are attending the Morija Festival. In addition, the trees provide a shadow
73 for audience during the days of Morija Festival. Some of the trees are used to make handicrafts which are sold during the host of the Morija Festival. This short list is for fruit trees and various species of pine trees which are commonly found in Morija (Gill, 2005).
TABLE 3.1 THE FRUIT TREES AND SPECIES OF PINE TREES
No Scientific Name Sesotho Name English Name 1. Acacia dealbata Boloukatlele Silver wattle 2. Eucalyptus Boloukomo Blue gum 3. Gleditsiatriacanthos Leoka Honey locusts 4. Meliaazederach Not known Persian lilac 5. Nicotianaglauca Tabakabume Blue-green nicotiana
6. Populascanescens Popoliri Grey Poplar 7. Populasnigra Popoliri Lombardy poplar 8. Quercusrobur Eike English oak 9. Salix babylonica Moluoane Weeping willow 10. Schinusmolle Peperebomo Pepper tree [Source: Gill (2005)]
Furthermore, the trees are used as domestic fuel of firewood by both Morija communities and tourists, such as creating fires for braais or barbecues. More functionally, the communities use trees for roofing the houses which are used by the guest during the Morija Festival. The trees are also used to construct various types of furniture which may be used by tourists at various guest houses. In addition they are also used for building barrier so as to control crowds that are patronising the Morija festival.
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Below is another list of the indigenous trees which grow in the Morija communities and are important for various functions taking place in the area.
TABLE 3.2: THE INDIGENOUS TREE SPECIES OF LESOTHO
No Scientific Names Sesotho Names English Names 1. Buddlejasalviifolia Lelothoane Sagewood 2. Celtis Africana Molutu White stinkwood 3. Cliffortianitidula Lenyofane Common cliffortia 4. Cussoniapaniculata Motšetše Mountain cabbage tree 5. Diospyosaustroafricana Senokonoko Fire sticks 6. Eucleacrispa Mohlakola Blue guarri 7. Grewiaoccidentalis Lesika Cross berry 8. Hallerialucida Lebetsa Tree fuchsia 9. Kiggelariaafricana Lekhatsi Wild olive 10. Maytenusheterophylla Sefeamaeba Common spike-thorn Oleaeuropaea Mohloare Wild olive 12 Rhoicissustridentata Morara-oa-thaba Bitter grape 13 Rhusdentata Lebelebele Nana berry 14 Rhuserosa Tšinabele Broom karre 15 Rhuspyroides Kolitšana Common taaibos [Source: Gill (2005)]
3.5.4 Animals According to Murphy (2007:120), Lesotho is a home to fewer animals than many Southern African countries. Some of the animals are seen during certain seasons while others could be seen all year round in the Morija communities. These animals are very important because their skins are used as traditional attires during the Morija Arts and Cultural Festival. It seems to be a culture for 75 most of the African tribes to use the animal skins as their attires. For example, the cow and sheep skins are used to make dresses and shoes for women. Wild animal skins are used to make Basotho hats, blankets and others. Below is a list of wild animals and insects which are still seen around the local area of Morija. Their skins are still used as attire and are sold to tourists as their souvenirs.
TABLE 3.3 THE NAMES OF ANIMALS IN MORIJA COMMUNITIES
ENGLISH SCIENTIFIC SESOTHO TRANSLATION CLASSIFICATION TRANSLATION 1 Black-backed jackal Canismesomelas Phokojoe 2 Rock hyrax Procaviacapensis Pela 3 Chameleon Chamaeleo vulgaris Lempetje 4 Cheetah Acinonyxjubatusjubatus Lengau 5 Eurasian bittern Botaurusstellaris Khoiti-Mohlaka 6 Marsh owl Asiocapensis Sephooko 7 Meercat / Meerkat Suricatasuricatta Mosha 8 Steenbok Raphiceruscampes Thiane Any from the family 9 Python Tlhoare Pythonidae Any from the family 10 Hare 'Mutla Leporidae [Source: Gill: (2005)]
3.5.5 Birds There are varieties of birds which are found in Morija but some are available only during the certain seasons of the year. In 1994, David Maphisa was able to record 55 of species during one walk (Gill 2005). Below are some of the birds which were recognised around the study area. The local people use their feathers to make handicrafts which are sold to the tourists during the Morija Arts and Cultural Festival. Also these birds mark the period of the Morija
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Festival as hibernate. Among the birds which are recognised in the period of Morija Festival, is Redchested cuckoo (locally known as Tlo-nke-Letsoho).
TABLE 3.4 BIRD VARIETIES IN THE MORIJA AREA
No Common Name Sesotho name 1 Grey heron Kokolofitoe 2 Cattle egret Leholosiana 3 Hammerkop ‘Mamasianoke 4 Lanner falcon Phakoe 5 Helmeted guineafowl Khaka 6 Redeyed dove LeebaKhoroana 7 Laughing dove Mofubetsoana 8 Redchested cuckoo Tlo-nke-Letsoho 9 Giant kingfisher Seinoli 10 Black crow Mokhoabane 11 Pied crow Mohakajane 12 White necked raven Lekhoaba 13 Familiar chat Letlerenyane 14 Cape robin Sethoena-Moru 15 Neddicky Motinyane [Source: Gill (2005)]
Birds form an interesting package to some tourists who are bird watchers. Usually, some of these birds are seen playing on the sky during the days of the Morija Festival. Also they form part of welcome and give a friendly environment to the visitors and participators of the Morija festival.
3.5.6 Wetland The wetlands are other part of the area which, need to be taken care of. The drought has a negative impact towards wetlands and reduces the production of
77 traditional handicrafts. The wetlands are found in most areas throughout South Africa. For example, the Zulu tribe call wetland (ixhaphozi), Tswana tribe (mogobeng), Tsonga people (mahlangasi), Venda nation (matzhasa), Sotho people (mokhoabo), Ndebele tribe (umdzwelene), Xhosa people (umgxobhozo), Swati tribe (ummxopo) and Afrikaan people (vlei).
The wetlands are very important because the Basotho nation harvests the sedge (leloli) to make many traditional products which are sold to tourists in Morija Art and Cultural festival. Among the handicrafts which are made from sedges, are mats for house decoration, beer strainers (motlhotlo), baskets, hats and other many. Wetland sedge refers to those plants assigned to the family Cyperaceae. These plants have grasslike leaves and clustered flowers devoid of a perianth (Mohlenbrock, 2001: 02). Other tribes use the reeds to roof the cultural huts.
3.6 POPULATION DISTRIBUTION
Lesotho is very small with a small number of population. The growth of population is affected by people who are migrating to other countries, the rate of diseases such as HIV/Aids and others and a high rate of infant mortality rate. The census of 2006 indicated that Lesotho has the population of 1 872 721. Maseru constituted 227 880 (GoL, 2009). The study area is estimated to have the population which range between 1000 and 2000 people. It is this number which makes the Morija communities who have been the host of the Morija Arts and Cultural Festival for more than 10 years. The study area is dominated by Basotho people and few White people who are members of the Morija communities. The population in Morija is more diversified because of the long standing missionary influence and education influence in the area.
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3.7 SOCIO CULTURAL EVENTS IN MORIJA
Morija like any community in Lesotho has many social events which take place more than once in a year. Some of the events are participated by only male yet others are for female. Some of these events are no longer played because they are associated with devil practices. The church, in Lesotho has been very critical in the way it either made or broke some of the Basotho cultural practices during its early years among the people (Makara, 2009).
Males are singing Mohobelo (Songs and dances which are practised by group of men with a deep voice and raising some sticks in their hands), is commonly known as the ‘striding dance’ because of its characteristic striding and leaping movements (Levine et al., 2005). Also they sing Dlamo (men sing as well as clapping hands while some are beating the floor with their foot) but this activity is claimed to be a Zulu nation activity. During the winter season, boys play Mokallo (in this activity, two boys play and compete by fighting each other with two sticks); which can be done by boys of different communities or the same as they play.
Furthermore, there is a soccer team for Morija community which was formed with the intention of preventing boys from committing crime and affected by HIV/AIDS. The Hunting of wild animals with the aim of racing dogs is classified as a social event and horses racing are done with the prize to be won. This was done by men but even women are taking part these days. Horse racing is popular sport in Lesotho, and meetings are organised in different parts of the country by local enthusiasts (David, 1976).
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Girls play the so called Lesokoana (girls visit another communities and steal a spatula, the girl of that community must chase them so that the spatula can be taken back), it is hoped that there will be rain and men are able to plough the winter crops in the fields. Mokhibo (the girls or women knee down and move their shoulders with the rhythm of the song), it is derived from the verb ho khiba, meaning ‘to perform actions with the shoulder while kneeling (Levine et al., 2005). The other cultural dance is litolobonya (women move their back part while some are singing and beating the drums in a private room), it was done by only women who once gave birth but now is done by any women or girls in the public place especially to tourists (Coplan, 2001).
The Morija festival has some impacts on how some of the cultural activities were performed in the study area. The litolobonya was done with only women who once had a baby and it was performed in secured house. The introduction of the Morija festival in the study area has changed the rules of many cultural activities because some of them are performed on the open space. It is not only this activity but majority of them are exposed to cultural tourists for tourist experience and foreign exchange.
3.8 SUMMARY
The introduction of Morija Arts and Cultural Festival has turned the Morija communities into a unique tourists’ destination. This chapter has attempted to reveal some of the components which make the area valuable to host this annual Cultural Festival. It should be clear that the history of the study area has a very high influence towards improving the development of the study area.
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The role of the physical setting of the study area and its analysis is intended to make a meaningful contribution towards linking the theoretical background of the study and the practical or functional elements found in the area. In addition, the physical setting is a forerunner towards making the necessary introduction to the chapter dealing with the analysis and interpretation of data, collected within the study area.
Essentially, the physical elements or features, such as topography, climate, hydrology, soils and geology of the areas, as well as the flora and fauna, vegetation, grasslands, forests, birds and wetlands, are the mainstay of the natural beauty of Lesotho and Morija in particular. All these features make tourism to be a sustainable industry for the local people of Morija and Lesotho as a whole.
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CHAPTER 4
THE ANALYSIS AND INTERPRETATION OF DATA
4.1 INTRODUCTION
In this chapter data analysis and interpretation is presented in such a way that data are collected and broken-down to finer components and given meaning, which is aimed at explaining the nature of the problem statements of the study. In this process, the researcher has started by stating the research objectives and hypotheses when outlining and orientating the reader to the research study. Then, the objectives are analysed, which end up in the acceptance or rejection of the postulated hypotheses. In the analysis stage, the research data was coded and analysed using the computer programme, known as the statistical package for the social sciences (SPSS) vision 18.0. According to Buckingham & Saunders (2004) the SPSS computer programme is a powerful statistical programme that facilitates the analysis of data, which is particularly tailored to the requirements of social science researchers and is mainly used by social science researchers at universities, government agencies and the private and voluntary sectors.
For the purpose of this research study, the SPSS programme was manipulated to present the findings of this study in the form of frequency tables, pie-graphs and columnar graphs, so that data may be easily interpreted and given meaning. The
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researcher found it better to use the Microsoft Excel (Microsoft 2007) to modify the tables and graphs for better presentation and interpretation.
4.2 RESTATEMENT OF OBJECTIVES AND HYPOTHESES
In chapter 1 of this research investigation, the objectives and hypotheses were formulated and postulated so as to begin to understand their meaning in addressing the research question. Now in this chapter [Chapter 4] the researcher has found it necessary to restate these objectives and hypotheses so as to remind the reader about their content as well as make preparations for their analysis and interpretation. The objectives and hypotheses of this research study are stated below as follows:
Objective 1: To establish the extent to which the Morija communities understand the meaning and importance of a cultural festival. Hypothesis 1: That the Morija communities do not understand the importance of a cultural festival.
Objective 2: To find out the level at which the Morija communities participate in the organisation of the Morija Festival. Hypothesis 2: That the Morija communities do not fully participate in organisation of the Morija Festival
Objective 3: To reveal the extent to which the Morija Festival is able to attract international tourists to the study area Hypothesis 3: That the Morija Festival is able to attract a substantial number of international tourists to the study area.
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Objective 4: To assess the stakeholders’ [organisers, service providers and community] level of satisfaction with the management of the Morija Festival. Hypothesis 4: That the stakeholders [organisers, service providers and community] are not satisfied with the management of the Morija Festival.
Objective 5: To determine what are the perceived community benefits accruing from the Morija Festival. Hypothesis 5: That there are substantial community benefits that are perceived as accruing from the Morija Festival.
The stated hypotheses would prompt the researcher regarding the outcomes of the research study, as well as indicate whether the findings of the analyses are positive or negative relating to the hypotheses. It should further be understood that the role of the hypotheses is to support, accept and confirm the educated guess adopted towards a research problem or simply to reject, not support or not confirm the problem.
4.3 DEMOGRAPHIC CHARACTERISTICS OF RESPONDENTS
The demographic characteristics of respondents are very significant in undertaking research because they assist in revealing the type of influence each demographic variable and socio-economic variable have on the research question or problem. In this research study, the demographic characteristics include age, gender and marital status which are presented in Table 4.1, while on
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the other hand, the socio-economic characteristics have the level of education and employment shown in Table 4.2. Demographics or demographic data are the characteristics of a human population as used in government, marketing or opinion research (Mohamed 2009).
TABLE 4.1 DEMOGRAPHIC CHARACTERISTICS OF RESPONDENTS SUB- ABSOLUTE PERCENTAGE VARIABLES VARIABLES FREQUENCY (%) Female 65 52% Gender Male 59 48%
Total 124 100% 16-25 27 22% 26-35 45 36% Age 36-45 33 27% 46 and above 19 15% Total sample 124 100% Married 45 36% Single 58 47% Marital status Divorced 06 05% Widow 11 09% Widower 04 03% Total sample 124 100%
4.3.1 The Gender Variable The gender variable was considered to be very significant in this study as theorists tell us that opposite-gender behave differently. At times, the different behavioural patterns have different impact on the tourism industry. In Table 4.1, the sample of the research study or respondents reflected how they were distributed in terms of gender. The female respondents (52%) indicated that they participated more than the males (48%) usually do. The fact of the matter is that females were willing to take part in events tourism than males. 85
Accordingly Torkildsen (2001) supports the view that females are generally expected to do family duties at home and that prevents them from participating significantly in tourism or recreation related activities located far from their homes. In the study area, most of the male respondents were expecting some incentives, so that they could be encouraged to participate in tourism events activities.
According to Wearing (1998), the contemporary society often is limiting women’s leisure activities to indoor recreation, home and family-related activities. The men’s leisure activities tend to be related to outdoor recreation activities, which are competitive and time-related sporting activities (Polonsky & Waller, 2005). In the study area, most of the females were found to be associated with government departments. In addition, there were several women who were working in the private sectors, which were located next to the study area. From this finding we can infer that these private-sector women were better rewarded or empowered financially and they are thus willing to engage themselves in the events tourism activities.
4.3.2 The Age Variable The age variable is considerably important in the social sciences research domain. Lubbe (2003: 253) has emphasised that ageing is the most important key-demographic factor that affects the future of tourism in the world. It was because of this reason that the researcher in this study included the related variable for analysis. As shown in Table 4.1 of the four classes of the age- category of respondents, 26-35 (36%), had participated most of all age classes in this research study. In this age-category, the majority of respondents indicated
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that they were in the tertiary level or were working or labour sector. On the other hand, 36-45 age-group (27%) is almost similar to the 26-35 age-group. In the former case, most respondents indicated that they were family supporters or breadwinner in their societies. Some respondents, who were not employed, indicated that they were anticipating to start small, fruits businesses as a way of creating a livelihood.
In addition, the respondents in the 16-26 age-group (22%) were the least active in the events-tourism sector, which was a surprise to the researcher because research data was collected during winter holiday when the youth was available in the study area. This age-group should have been dominated by the students since the data was collected during winter holidays when some youth were having piece jobs in local organisations within the study area. The last group which was plus-46 years old had participated in small numbers (15%). Hall (2000), has argued that one out of five Europeans that engage in tourism is around 60 years or older, however, one out of twenty Africans is about 60 years or older. It is all a question of the availability of disposable income for these places.
4.3.3 The Marital Status During the process of data collection, the respondents were asked to reveal their marital status which is seen as an important demographic characteristic that is likely to exert an impact on the tourism industry. The Table 4.1 has presented the findings of the respondents related to the research in the study area. Most of the respondents (47%) revealed that they are still single. The reason could be that there were many respondents who identified themselves as students (Refer
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to Table 4.2). Also it is not surprising because people seem to focus on their education than other social activities. Usually, people who are academically- minded delay in getting married.
As shown in Table 4.1, there were 05% of the respondents who were divorced and only 03% were widows and 09% were widower respondents, who participated in this research study. Regarding this divorced, widow and widower relationship or status-quo several respondents were secretive about revealing their marital status. The reason is that some questionnaires were marked next to divorce as well as widowed/widow. In fact, most respondents were not proud that they have been divorced.
In general, the demographic characteristics are important to any social science research, as they facilitate the cross-tabular analysis of tourism features or elements in terms of answering the research statements. The demographic characteristics also assist the researcher in finding out what the outcomes of various perceptions of tourism elements are going to be in relation to gender, ages and marital status. With regard to such analyses, it may have to be accepted that the views of male respondents may be different from those of the female respondents. These types of variations may arise in cases relating to respondents in different age-categories, say in the 16-25 age-category in contrast to the 36-45 age-category. In further contrast, refer to the Morija Festival particularly in relation to the respondents in the 45 and above age-category. In concluding this section, it is worth noting that the marital status is not only having an impact on the role of community participation in the Morija Arts and
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Cultural Festival, but also on the occurrence and timing of the age-groupings and gender of the respondents.
TABLE 4.2 SOCIO-ECONOMIC ATTRIBUTES OF THE RESPONDENTS
ABSOLUTE PERCENTAGE VARIABLES SUB-VARIABLES FREQUENCY (%) Primary Level (PSLE) 15 12% Secondary Level (JC) 19 15% Level of High School Level (COSC) 24 19% Education B. Degree/ National Diploma 27 22% National Higher Diploma 22 18% Postgraduate 17 14% Total sample 124 100% Private 24 19% Government 12 10% Stakeholder Self Employed 34 28% Employment Unemployed 29 23% Students 17 14% Tourists 08 06% Total sample 124 100%
4.3.4 The Education Variable Education is one of the significant factors in which any developing country needs to invest in. It should also be remembered that education in the cornerstone of any successful events tourism development process. In this research study, it emerged that there are more respondents (22%) who took their educational qualification up to Bachelors degree or National diploma level. This group is followed by respondents (19%) who managed to go as far as high school level (COSC). The latter percent may be small because there are two universities which take a limited number of students in a year and most people rely on government scholarships, which are offered to a few citizens. Other respondents (18%) had shown that they have managed to get the National High 89
Diploma (NHD). The people with NHD are usually those that holding management and administrators positions in the government and private sector. It should be remembered that the education variable plays a role in influencing the tourism behaviour patterns of the respondents. The more educated the respondents are, the more they will be inclined to freely participate in tourism events activities in any spatial environment.
4.3.5 The Employment variable Employment variable reveals what types of employment or duties which the respondents were involved in. What is shown in Table 4.2 is that 24 respondents (19%) have been employed in the private sector, as well as that 12 respondents (10%) have been employed in government. The other respondents that are part of the Morija communities have indicated that, among them, 34 respondents (27%) are self-employed, and interestingly that 23% of the respondents are unemployed. The tourists (06%) have participated as sub sample of this research sample. It is important to note that there is a wider scope for more local people to be employed in government and the private sector, as well as that the levels of unemployment have to be minimised.
4.4 THE IMPORTANCE OF UNDERSTANDING A CULTURAL FESTIVAL
In the tourism industry, it is very important to understand any activities or tourism project which is either rural-based or urban-based tourism. The local community could impact more positively if they understand what is taking place in the area. On the other hand, the community could even manage the tourism
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resources more properly and make sure that tourism events do grow and develop substantially. The respondents were asked to indicate whether they understood the concept of cultural festival. Also they were requested to give the importance of understanding the expression to local communities. The findings are presented in Figure 4.1 below as well as in Table 4.3 later. In addition, the findings are interpreted in order to give the meaning to what is found from the research sample.
FIGURE 4.1 THE UNDERSTANDING OF CULTURAL FESTIVAL
100 90 80 75% 67% 70 92% Yes 58% 60 No 50 Not Sure 40 33% 6% 26% PERCENT (%) PERCENT 30 17% 20 16% 8% 10 2% 0 Private Government Community Tourists
Figure 4.1 above indicates that in the private sector, majority of the respondents (75%) has shown that the respondents perceive the community as understanding the cultural festival concept. On the other hands, private sector respondents
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(17%) had disagreed that the local communities understand what the cultural festival means; while other respondents (8%) had stated that they are not sure if the local communities understands the meaning of the concept. It is important to note that in this stratum (private sector), the respondents have been working with the Morija communities for many years.
With regard to respondents from the government, most of them (67% respondents) were in agreement that the local communities understand the term “cultural festival”. This response was from the employees from government departments and it was because they have been working in the Morija communities for more than 10 years since 1999. Besides, some of the respondents are part of the Morija communities but work in the government department. Other respondents (33%) had revealed that they are not sure if the local communities understood the nature of the concept of cultural festival.
It is also important to indicate that the majority of the local community (58%) and the tourists (92%) also indicated that they thought or perceived the local community as fully understanding the meaning of the concept “cultural festival”. It is worth commenting that the tourists that visited the Morija Arts and Culture Festival were very much in support of the tourism event, since they derived much pleasure and appreciation from it.
In an attempt to further analyse and confirm the responses which were given in Figure 4.1 relating to the private sector, government department, local community members and the tourists, the respondents were given four statements testing or assessing the perceived importance of understanding the
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cultural festival. The stratum of response was made up of the self-employed, unemployed and students (Table 4.2) who form part of the local communities investigated. The four statements were categorised into the following views: (a) Understanding leads to the local community’s appreciation and participation in the cultural festival; (b) Understanding leads to the communities protecting resources used in the Morija Cultural Festival; (c) Understanding leads to ideas whereby the community would expect from a Cultural Festival; (d) Understanding leads to the good performance of culture-related activities.
The majority of respondents (58%) asserted that they understood the cultural festival. It has been more than 10 years since the Morija Arts and Cultural Festival was staged in the Morija area. In addition, the respondents are students who possibly study the courses which involve cultural concepts. The other respondents (26%) affirmed that they are not sure and other respondents (16%), avowed that they do not understand the term at all. The respondents who are not sure and those respondents who do not understand the term are very substantial because the Morija Arts and Cultural Festival is their local festival.
The other sub-sample (tourists) was requested to indicate whether the local communities understand the term ‘cultural festival’. Most of the respondents (92%) have shown that they are not sure if local communities understand the term cultural festival. It could be that the respondents had never been in the Morija destination. Also it is not easy to predict whether people understand by seeing them for first time. Some of the respondents (6%) have accepted that the local communities understand the cultural festival concept. Also 2% of the respondents had revealed that they do not understand the concept. These
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respondents revealed that the respondents had the expectation which they never experience in the Morija Arts and Cultural Festival.
TABLE 4.3 THE IMPORTANCE OF UNDERSTANDING THE IDEA OF CULTURAL FESTIVALS
ABSOLUTE PERCENTAGE VARIABLES SUB-VARIABLES FREQUENCY (%) Importance of It is easy for local communities understanding to appreciate and participate Cultural festival when they understand the 83 67% importance of Cultural Festival. The communities would protect resources which are used during Morija Festival 5 04% when they understand the importance of Cultural Festival. It gives people ideas of things which they should expect from 14 11% a Cultural Festival. It is easy to prepare for cultural related activities which could 22 18% be performed in a Cultural Festival. Total 124 100%
The respondents were asked to reveal whether they support what is the importance of understanding the concept “Cultural Festival”. Respondents showed a lot of support, which was shown as categories in Table 4.3. The majority of the respondents (67%) indicated that it was easy for local communities to appreciate and participate in the event, when they understand the importance of Cultural Festivals. This perception brings to mind the idea that
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local communities who did not participating in Cultural Festival do not understand its importance for the local area. Other respondents (18%) had indicated that it was easy to prepare appropriate cultural activities when individuals understand the concept of cultural festival. In other words, the misunderstanding of local communities could end up performing unrelated activities to the culture of the Basotho nation. In fact, other nations are allowed to perform some cultural activities, but they should perform the traditional activities when they are given the chance.
Following the argument given above, it may be concluded that the hypothesis which states that the Morija communities do not understand the importance of cultural festival, is rejected. The findings would be used to generalise for the research population, that respondents understand the meaning and importance of the concept “Cultural festival”.
4.5 PARTICIPATION IN ORGANISING THE MORIJA FESTIVAL
Contextual understanding of issues is very important in this research study, as such the research sample was designed to show whether respondents had knowledge relating to the term ‘cultural festival’. The research study also formulated the research objectives which sought to find out the level at which the Morija communities participate in the organisation of the Morija Festival. The participation of communities was seen as a way of developing or empowering local communities. The debate on participatory development has tended to be part of development thinking, for more than eighty years (Cooke & Kothari 2001), but seemingly, it has not brought much clarity regarding the principles, theory, strategy and management of participatory development in the 95
field of tourism Theron et al., (2007). In this regard, the respondents were asked to reveal their perceptions of participation in the cultural festival as it is shown in Figure 4.4 below.
TABLE 4.4: PARTICIPATION OF LOCAL COMMUNITIES IN THE CULTURAL FESTIVAL
SUB- ABSOLUTE PERCENTAGE VARIABLES VARIABLES FREQUENCY (%) Have you ever participated Yes 95 77% in Morija Arts and Cultural Festival No 29 23%
Total 124 100% What is you perception Satisfying 53 43% toward the participation of other local communities in Undecided 31 25% Morija Arts and Cultural Festival Dissatisfying 39 32% Total 124 100%
Essentially, the participation of local communities in the cultural festival event was seen in a positive light, where there is great participation and relatively good satisfaction with the Morija Cultural Festival. What is shown in Table 4.4 are responses revealed by respondents showing some relevant answers to the research question. The respondents were asked whether they had participated in the Cultural Festival. The majority respondents (77%) asserted that they had participated effectively in the Morija Arts and Cultural Festival. On the other hand, some respondents (23%) had revealed that they have never participated in any cultural festival. The researcher therefore assumes that this low percentage (23%) is associated with communities who have never participated or given a
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chance to be part of the Morija Arts and Cultural Festival. Some members of communities thought that to participate in the festival, they must be in the organising committee. Failing to understand that participation in the festival could also mean many other things, which are designated as relevant to the Morija Arts and Cultural Festival.
The respondents constituting the research sample were also asked to indicate their perceptions toward the participation of local communities in the Morija Arts and Cultural Festival. The majority of these respondents (43%) indicated that participation of the local communities was satisfactory, while other respondents (32%) affirmed that it was not satisfying at all. The latter respondents may be seen as having been dissatisfied by the actual level of community participation, because some of the communities work only if they have been promised some financial incentives.
In addition, there were a relatively a small number (25%) of respondents who were neutral about the participation of local communities in the Morija Arts and Cultural Festival. In other words, these respondents were neither taking a positive or negative view of the participation of communities. In this regard, it may be deduced that local communities are participating, but not fully participating in the festival. Therefore, the hypothesis which states that the Morija communities do not fully participate in organisation of the Morija Festival, should be accepted. The fundamental reason for these outcomes is influenced by the fact that more than three-quarters of the respondents affirmed that they participated in the festival, as well as that the question of earning some money was a huge incentive.
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4.6 ATTRACTION OF INTERNATIONAL TOURISTS TO THE MORIJA FESTIVAL
Cultural festivals are known to attract many people and tourists to the tourist destination, where the event is occurring. There is no doubt that cultural festivals, which are well-marketed, can be attended by many local and international tourists. In addition, it is known that cultural festivals could uplift the economy of the country, when the tourists buy local products or handicrafts which they also regard as valuable souvenirs to them. According to George (2004: 367), cultural events create vast entertainment opportunities for local artists, crafters, caterers, entertainers, and so on. The respondents in this study were requested to reveal whether they thought that the Morija Arts and Cultural Festival attract adequate tourists to the Morija area. In the tourism industry, it is generally believed that attracting more international tourists, rather than domestic tourist, creates more financial resources and jobs, which alleviate poverty in the area.
What is shown in Figure 4.2 is that respondents reacted in a somewhat uniform manner to the question posed to them. The respondents were asked to reveal their perceptions relating to how the Morija Arts and Cultural Festival has attracted international tourists. A significant majority of the respondents (92%) indicated that they were in agreement that the Morija Arts and Cultural Festival has attracted a significant number of international tourists. There was some general acknowledgement of the perception that the Morija Arts and Cultural Festival could have possibly failed to succeed, if it were not for the support received from international tourists that abundantly visited the event.
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FIGURE 4.2 MORIJA FESTIVAL ATTRACT INTERNATIONAL TOURISTS
6% 2%
Yes
No 92% Not Sure
A small number of respondents (2%) had disagreed that the Cultural Festival attracted tourists, while about 4% of the respondents were not sure. It is apparent that there are some people who did not know who tourists are. In Southeast Asia, tourists are often referred to as the “White people” (Hitchcock et al., 2009). It is possible that there is a similar approach and conception of what tourists are in the case of the local study population.
Similar to this kind of thinking expressed above, many factors have limited the meaningful understanding and involvement of local communities in the tourism industry. According to the Tourism White Paper in South Africa (DEAT, 1996: 99
14), “The concerns and anxieties of the previously neglected groups need to be understood and adequately addressed in building a successful tourism industry in South Africa”. Some of these concerns include the notion that: Tourism is a white man's thing and not for us’ - tourism is perceived as catering to the predominantly white upper and middle classes. There is a belief that ‘tourism is what whites do when they go to Kruger Park or the beach in Durban’, and certainly not within the reach of the previously neglected (DEAT, 1996: 15).
In this regard, the respondents in general were requested to indicate the countries of their origin, when they visit the Morija Arts and Cultural Festival. This request to the respondents sought to establish the actual place or country of origin of the tourists. Essentially, this approach in this part of the investigation, sought to establish the percentages related to tourist source countries versus the tourist host countries. In this regard it may be inferred that the source countries were mainly those that were historically linked to Lesotho, such as the United Kingdom. On the other hand, South Africa can be classified as both as source country as well as a destination country, mainly because most international tourist going to Lesotho usually have an in-transit stop in Johannesburg, South Africa. At the same time you have many South Africans visiting Lesotho as their main destination.
What is reflected in Figure 4.3 below is the representation of data in relation to the countries where the tourists originate from. These are countries that are in
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Africa and beyond, such as South Africa, Botswana, Swaziland and United Kingdom, United States of America and the Peoples Republic of China.
FIGURE 4.3 THE SOURCE COUNTRIES FOR INTERNATIONAL TOURISTS
Botswana Canada China
Germany South Africa Swaziland
United Kindom United State of America Others
58% 60
50
40
30
PERCENT (%) PERCENT 20 10% 6% 7% 10 5% 5% 4% 2% 3% 0
What is shown in Figure 4.3 is that most of the respondents (58%) indicated that South Africa was the leading international country of the origin of tourists visiting the Morija Arts and Cultural Festival. The reason for this perception could be that Lesotho and South African people share some similar cultural and traditional beliefs as well as that South Africa geographically surrounds Lesotho 101
in its entirety. People visiting either country do not need to produce visas. In addition, some respondents had shown that South Africans are mostly taking part in the festival, as musicians.
Some respondents (10%) and (8%) had indicated that other international tourists are coming from China and United Kingdom respectively. Also that the respondents had listed countries like United Kingdom (8%), Germany (7%), Botswana (6%), United States of America (4%), Swaziland (4%) and Canada (2%) as visitors to the Morija Festival. The investigation also established that most of the countries which were mentioned in the inquiry happen to have some political or diplomatic relationship with Lesotho as well as share similar customs and cultural exchange agreements; Botswana, South Africa and Swaziland.
In conclusion, it needs to be mentioned that the hypothesis, which states: that the Morija Festival is able to attract a substantial number of international tourists to the study area, is supported. This was concluded on the basis of the research findings, which indicated that a significant number of tourist come from outside the country.
4.7 STAKEHOLDER SATISFACTION WITH MANAGEMENT OF THE MORIJA FESTIVAL
The Morija Arts and Cultural Festival is recognised as a cultural festival of note in Lesotho, because of its financial rewards. Therefore, the festival needs the kind of stakeholders who are actively participating in staging the festival and ensuring that the festival is getting successful in bringing worthwhile rewards to local people. According to Andriof et al., (2002), the stakeholder is defined as 102
persons and organisations that affect, or are affected by, a corporation’s action, that is, all those that have a stake in what a firm does in an attempt to reach its goals and objectives. In this study, the stakeholders refer to the organisers, service providers, officials, tourists and communities associated with the festival. The main view is for the stakeholders to achieve satisfaction with the festival itself, so that loyalty to the Morija Arts and Cultural Festival can sustain participation by all involved tourists.
TABLE 4.5 STAKEHOLDER’S LEVEL OF SATISFACTION ABOUT THE MANAGEMENT OF THE MORIJA FESTIVAL
ABSOLUTE PERCENTAGE VARIABLES SUB-VARIABLES FREQUENCY (%) Are the stakeholders Yes 46 37% satisfied with the management of the No 22 18% Morija Arts and Cultural Festival No Sure 56 45% Total 124 100% Supports of whether The organisers do not 69 56% the stakeholders are publicise their feeling over satisfied with the the media. management of the Morija Arts and Other stakeholders are not 13 10% Cultural Festival treated fairly equally to others.
Some stakeholders are 42 34% quitting in sponsoring the Morija Festival. Total 124 100%
The respondents were questioned whether they saw themselves as stakeholders of the Morija Arts and Cultural Festival. The majority of the respondents (74%)
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agreed that while some respondents (26%) disagreed that they are stakeholders of the Morija Arts and Cultural Festival. In addition, respondents were asked about the management of their cultural festival. The related respondents were given a closed-ended question to respond whether they were satisfied with the management of the Morija Arts and Cultural Festival. Most of the respondents (45%) revealed that they were not sure and other respondents (37%) had confirmed that the stakeholders were satisfied with the management of the Morija Arts and Cultural Festival.
On the other hand, some respondents (18%) had specified that the stakeholders were not satisfied with the Morija Arts and Cultural Festival management. A somewhat similar percentage value (12% to 18%) of respondents who disagreed could have been expected to be young people. The possible reason being that more young people tended to stay away from the festival because of programme offered. It is anticipated that stakeholders will have to be given better attention so that the Morija Arts and Cultural Festival could attract more people and thus grow and change the living standard of the Morija communities. This percent is having some relationship with the age variable (16-25) in Table 4.1.
The respondents were given an open-ended question to disclose the feelings of other stakeholders’ satisfaction about the Morija Arts and Cultural Festival. Most of the respondents (56%) had shown that the media did not report anything in relation to the stakeholders’ dissatisfaction. The researcher has doubts about the outcomes of this response as being populated by local communities because not all of them are having a chance to participate. In contrast, the respondents (34%) had affirmed that other individuals and some organisations are no longer
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taking part in the Morija Arts and Cultural Festival. This outcome does not seem to be reliable because there could be many reasons which lead to individuals and organisations not participating in the festival, for reasons other than the dissatisfaction about management. For example, some individuals could be working or studying outside Lesotho, in other countries and many other related reasons.
Moreover, some respondents (10%) had revealed that some stakeholders are not treated equally or given some opportunities on participating in the festival. It seems that the stakeholders are rated in relation to their contributions, especially money contributed to the Morija Arts and Cultural Festival. This may have negative impacts towards some important stakeholders which could take the cultural festival to another level of growth. In addition, the respondents stated that the stakeholders are graded in terms of platinum, gold, silver and bronze grading. In other words, the stakeholders could just quit because their competitors had contributed more and they are graded with a higher standard than themselves.
On the basis of the findings and discussion given above, it may be concluded that the findings lead to supporting the hypothesis, which states: that the stakeholders [organisers, service providers and community] are not satisfied with the management of the Morija Festival, should therefore be accepted. The basis for this support is emerging from the outcomes that the majority of the respondents (74%) had agreed that they are stakeholders of the Morija Arts and Cultural Festival and were not necessarily in support of the management of the Morija Arts and Cultural Festival.
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4.8 THE BENEFITS OF THE FESTIVAL TO COMMUNITIES
Tourism is a tool which is usually regarded as creating job opportunities for local communities as well as initiating the development of various infrastructures in tourist destinations. It is a generally accepted challenge in the tourism industry that the community must be the part of any tourism project or development initiative, which may be taking place in community’s area of operation. If the community is not involved in an initiative, some decision taken could affect them negatively and the tourism project would not be sustainable in the long run. Participation is an important factor in the tourism planning process (Murphy & Murphy, 2004). Cultural festivals should be regarded like a baby to the community where they are nurtured so that they could produce sustainable results. Usually, cultural festivals should benefit local communities, tourists, and the hosting country.
Based on the above argument, the respondents were asked whether there are specific benefits from the Morija Arts and Cultural Festival. Most of the respondents had affirmed that the existence of cultural activities and communities are benefiting from the Morija Festival. In addition, the respondents were requested to list the benefits which are brought by the Morija Arts and Cultural Festival to their area. The analysis of this particular investigation is displayed in Figure 4.4, where respondents participated in showing their perception of the existence of tourism related benefits from the Morija Arts and Cultural Festival. These benefits could come in various ways such as infrastructural development, job creation, employment, skills
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development, small-medium-micro-enterprises (SMME) or tourism businesses and destination marketing as well as product development.
FIGURE 4.4: MORIJA FESTIVAL BENEFITS FOR THE LOCAL COMMUNITY
The respondents had shown many benefits some of which are categorised as indicated in Figure 4.4. In the analysis, the majority of the respondents (51%) had outlined the Morija Arts and Cultural Festival as an important job and employment creator. In fact, most of the respondents had stated their views because the local communities could sell handicrafts and other local products during the Morija Arts and Cultural Festival. In addition, some respondents argued that they only see job opportunities when the Morija Arts and Cultural
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Festival is being staged. Furthermore, a few respondents (18%) had confirmed that the organising of the Morija Arts and Cultural Festival had promoted the local tourism business. Among the tourism businesses, accommodation sector seemed to perform better as compared to other years since the Cultural Festival was established. Other respondents had shown that local communities are getting the opportunity to offer accommodation to tourists in their own houses. Small business opportunities relating to transport, food preparation and medical services have not been very successful.
Some of the respondents (15%) had asserted that the local communities benefitted from the infrastructural development such as the maintaining of roads, water supply system and a provision of electricity. The respondents had argued that some benefits are seasonal meaning that they are available during the time of the cultural festival celebration. Moreover, other respondents (9% and 7%) had revealed that the Morija Arts and Cultural Festival markets the local destinations or local attractions and it develops some skills to the people of the Morija area, respectively.
All of the benefits which are stated in this analysis are important to local communities and even though they have not shown a large percent distribution like the job creation variable. These benefits are not easily measurable so that they can be assessed and monitored effectively. It must be remembered, that the concept of tourism management is synonymous to effective events management, which is related to organise tourism in a progressive yet sustainable manner, offering a variety of benefits to the local community, service providers, officials and tourists (Magi & Nzama, 2009b).
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TABLE 4.6: RESPONSE VALUE OF STATEMENTS ABOUT THE BENEFITS OF THE MORIJA FESTIVAL
PERCEPTIONS SA A U D SD 1. Local communities do not understand the 03% 08% 02% 55% 12% importance of cultural festival 2. Local communities do not fully participate in 14% 58% 05% 18% 05% the cultural festival 3. The Morija Festival is attracting a 32% 51% 09% 02% 09% considerable number of international tourists 4. The stakeholders are satisfied with the 04% 33% 18% 38% 07% management of the Morija Festival 5. The local communities are benefiting from the 30% 47% 08% 04% 11% Morija Festival
In Table 4.6, the researcher brought the perception statements into view through the Likert Scale question-analysis. The respondents had to rate the statements in relation to their positive or negative perceptions. The findings have shown that the majority of respondents (55% and 12%) had disagreed and strongly disagreed with the first statement, which stated that local communities did not understand the importance of cultural festivals. There were few respondents (08% and 03%) who supported the statement. These findings are not different from the findings in shown in Figure 4.1 earlier. In other words, the hypothesis in this regard is not accepted.
The second statement had indicated that local communities do not fully participate in the cultural festival. In this statement, most respondents (58% and 14%) had agreed and strongly agreed that local communities did actively
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participate to achieve several benefits, in a satisfying manner. Many local communities were not working so they were willing to participate if they would be on the payroll. In most cases, people who are volunteering in Cultural Festival or any tourism projects are people who have other source of income. On the contrary, few respondents (18% and 05%) had disagreed and strongly disagreed with the statement. In general, the local communities participated but not all of them had the chance to be part of the Morija Arts and Cultural Festival.
The researcher had also assessed the statement that “The Morija Festival is attracting a considerable number of international tourists”. The Likert Scale analysis of the statement revealed that the majority of the respondents (51% and 32%) agreed and strongly agreed in support of the statement. On the other hand, a few respondents (02% and 09%) did not support the statement. In other words, this cultural festival is significantly attracting international tourists to the Morija Festival environment and communities.
Furthermore, the respondents were expected to support or not support the statement that “The stakeholders are satisfied with the management of the Morija Festival”. Most of the respondents (38% and 07%) had disagreed that the stakeholders were not satisfied with the management of the Morija Arts and Cultural Festival. The reasons for most of these outcomes were discussed in earlier analyses of the various objectives.
Finally, the last statement, which can be associated with hypothesis number 5, was also analysed using the Likert Scale approach. In this regard, the majority of respondents (47% and 30%) agreed and strongly agreed that the local
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communities are benefiting from the Morija Arts and Cultural Festival. The percentage that was achieved by these respondents who supported the above statement is contribution significantly to the research question. On the basis of this finding it can be concluded once more that hypothesis 5, which states: “That there are substantial community benefits that are perceived as accruing from the Morija Festival, should be supported.
4.9 IMPLICATIONS OF THE FINDINGS
The analysis and interpretation of results has been done effectively in preceding section. The researcher has found that the local communities of Morija understand the importance of cultural festival. The findings reveal that the local communities understand the concept “Cultural Festival”. The history of the Morija festival shows that the local communities have experienced it for so long. Also the study revealed that the local communities are participating in the Morija Arts and Cultural Festival although the local communities are not fully participating. It seems the local communities are not willing to take part in the festival, as long as there is no compensation for their involvement. Since the Morija Festival is celebrated in the study area, it could be expected that the local communities are the ones who are fully participating and in addition, those who benefit substantially from the Morija Festival.
Furthermore, the Morija Arts and Cultural Festival has been shown to attract international tourists. The visiting of the tourists into the Morija area creates jobs and employment for local communities. Additionally, there are some development such as road constructions, piped water and other many other
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activities are a way of creating a friendly environment in this tourist destination. Although there are positive impacts when tourists are visiting the area but it could produce negative impacts to the local communities. In addition, the research study found that not all stakeholders were satisfied with the management of the Morija festival. The findings had emphasised that the stakeholders were not satisfied with the management processes. It should be reminded that the stakeholders are local communities, private sectors, public sectors and tourists, and their views should be looked at in an integrated and balanced fashion. All of these stakeholders need to be satisfied so that they could work together towards the success of this Cultural Festival.
Moreover, the local communities experienced a lot of benefits which some had never existed before the staging of the Cultural Festival. Some of the local communities are operating small businesses, making handicrafts, maintaining the tyre road and connection of electricity. These entire constructions give the local communities the permanent and temporary employment. The challenge which is still facing the local communities is to participate in larger number in the Morija Arts and Cultural Festival.
4.10 SUMMARY
In this chapter on analysis and interpretation, data was systematically analysed using the statistical package for the social sciences [SPSS], and graphs as well as tables were used to clarify the objectives and hypotheses of the research study. The interpretation of findings was done based on the objectives and hypotheses of the research inquiry. All objectives of the study were achieved and some hypotheses accepted while others were rejected. 112
In closing this chapter it is appropriate to cite Finn et al [2000: 167] who argue that: Having collected raw data in a questionnaire survey, consideration needs to be given to ways of summarising data in order to make the research findings easy to understand. Tabular and graphical representations of data are a common feature of research execution, and must be used with care.
Furthermore, the effective usage of tables and graphs could facilitate the clarification and meaning of data analysis. In this regard, Finn et al., (2000: 160) can be appropriately paraphrased that: The quality and success of the process of data analysis and interpretation is mainly or predominantly dependent on the knowledge, expertise and understanding of the methods of data presentation and explanation.
The findings emerging in this chapter are expected to assist the researcher in making appropriate conclusions and recommendations about the Morija Arts and Cultural Festival. These recommendations are made in the final chapter, which is Chapter 5 of the research study.
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\CHAPTER 5
CONCLUSIONS AND RECOMMENDATIONS
5.1 INTRODUCTION
Conclusions and recommendations is the last chapter of this research study where a summary is presented on the earlier four chapters of this study. Basically, the summary is based on the study objectives and hypotheses as well as research findings. Thereafter, the recommendations are made to improving the study area, living standard of local communities and the growth of the Morija Arts and Cultural Festival. This chapter is structured in this way: it focuses on the summary of study findings, general conclusions and recommendations.
The summary of study findings, general conclusions and recommendation are presented based on the research topic, the Morija Arts and Cultural Festival as mechanism for promoting tourism among the local communities. Besides, the researcher looks at the objectives of the study so that appropriate recommendations could be beneficial to the study area.
5.2 SUMMARY OF THE RESEARCH STUDY
The main purpose of the research study was to find out if the local communities were really benefiting from the Morija Arts and Cultural Festival which is their 114
annual festival in the study area. The researcher felt that the participation of the Morija stakeholders [private sectors, public sectors, communities and tourists] should be taken into consideration for the success of this research study. The summary is given in the four [4] of five chapters of the research study as discussed below.
Chapter one: Orientation to the study is an outline of the background and statement of the problem. It states the objectives and hypotheses of the study, guiding the researcher throughout the study. These objectives were achieved and the hypotheses tested. The chapter has discussed the methodology of the study where the table of Krejcie and Morgan (1970: 607) was used to select a sample of 124. These are respondents who participated during data collection. Finally, the data was analysed using Statistical Package for Social Science (SPSS) which is available in university computer systems.
Chapter two is about the theoretical framework of the research study. The theoretical foundation of the study was based on the objectives of the study cited in the orientation of the study. It is through the study objectives that the following key tourism concepts and principle were included: tourism and its related sub fields, tourism destinations and attractions, the importance of event management and planning of the various events. Also the theoretical background has been discussed about event consumer and segmentation since the organisers must be sure of their market. The other topics of the chapter consist of setting up a tourism event, marketing of event or festival, the impacts of tourism events and the impacts of tourism on cultural festival as well as sponsorship evaluation and results. All these topics are very important to any
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type of the event such as major event, mega events, hallmark events and local/ community events as mentioned by Bowdin et al., (2011: 19).
The physical setting of the study is given in chapter three [3], which entails the brief history of the study area, the location of the study area, geographical background, flora and fauna, population distribution and socio cultural event in the Morija communities. It is in this chapter that the reader would get to understand how the name ‘Morija’ originates among the communities of Lesotho.
Chapter four [4] of the research study has focussed on the analysis and interpretation of data. The data was analysed, presented into tables and figures and interpreted in this chapter. The hypotheses were tested and some were rejected while others were accepted. Kumar (2005) has supported that the research findings should be based on hypotheses. This chapter has assisted the researcher towards making the conclusions and recommendations of chapter five [5] which is the last chapter of the study.
5.3 GENERAL CONCLUSIONS BASED ON OBJECTIVES
The study is mainly concerned about the role of the Morija Arts and Cultural Festival as a mechanism for promoting tourism among local communities. The focus was on the understanding of the concept ‘cultural festival by local communities, their level of participation into the Morija Festival and the benefits of the cultural festival. The conclusions are made in relation to the findings of every objective.
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5.3.1 Importance of Understanding Cultural Tourism The first objective of the research study was to establish the extent to which the Morija Community understands the meaning of Cultural tourism. The findings have revealed that most of the respondents understood the concept ‘cultural tourism’. Also it could be that most of the community members are literate. The hypothesis [1] which states that the Morija Community does not understand the meaning of cultural tourism was rejected. The researcher had no doubt because the respondents had given the reasonable support that they understand the concepts.
5.3.2 Participates in Organising the Morija Festival The second objective is to find out the level at which the Morija Community participates in organising the Morija Festival. The findings have also shown that the community of Morija are participating in the Morija Festival although the researcher is aware that not all community are participating. The reason is that the community want to be paid. The second hypothesis [2] that the Morija Community are not fully participating in organising the Morija Festival is therefore supported.
5.3.3 Attraction of International Tourists to the Morija Festival The third objective of the study was to reveal the extent to which the Morija Festival attracts international tourists to the study area. Most respondents have shown that there are international tourists who come to the Morija Festival. They have proven it by listing the names of the countries where international tourists are coming from. The third objective was hypothesised that the Morija
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Festival is able to attract a substantial number of international tourists to the study area was supported.
5.3.4 Stakeholder Satisfaction with Level of Management The fourth objective of the study was to assess the stakeholders’ level of satisfaction with regards to the management of the Morija Festival. The findings have shown that the stakeholders are satisfied especially the stakeholders are always supporting the Morija Festival. The fourth hypothesis [4] which states that the stakeholders are not satisfied with the management of Morija Festival was accepted.
5.3.5 The Community Benefits The last objective of the study was to determine what the perceived community benefits from the Morija Festival. Finally, the findings indicated that the community are benefiting from Morija Festival. The respondents revealed that the festival opens the job opportunities for local communities. The hypothesis of the last objective indicates that the community benefits substantially from the Morija Festival is accepted.
5.4 RECOMMENDATIONS
The recommendations are specific to the study area although they can still apply even to other cultural festival. The recommendations are made based on the findings which are found in the Morija community. Some of them would take a long period to be implemented and some would need a lot of money before they
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are achieved. The researcher feels that the following recommendation would be of benefit to all stakeholders and the Basotho nation.
5.4.1 Importance of Understanding Cultural Tourism It is very important that the local communities understand well about the cultural tourism. The understanding would make people to know the possible benefits when the expected requirements are met. The researcher suggests that there should be some workshop and advocacy engagement about cultural tourism which should be done for local communities and other Morija stakeholders. Also the government should introduce culture in its syllabus and it must be compulsory in primary schools and selective at the high school level. Furthermore, communities which still practicing the cultural activities must be motivated to compete against other communities for improved prizes.
5.4.2 Improved Participation in Organising the Morija Festival The local communities should have cultural societies which would be part of local cultural committee. For example, they could form the society like Local Organising Committee (LOC), Morija Festival Organising Committee (MoFOC). These committees should be able to participate by making decision which could improve stakeholder participation. The involvement of people in the planning and decision-making process that affect their community is extremely important; such activity is likely to foster sustainable outcomes as stakeholders in the implementation of programmes (Murphy & Murphy, 2004). The committee could even take the initiative to apply for funds which would promote local cultural tourism. In addition, the committee should be responsible for protecting the properties which are made during the festival.
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5.4.3 Attraction of International Tourists to the Morija Festival The Morija community is tourist attraction because of its rich historical background, which was discussed in the physical setting. The tourism organisation will have to co-operate with other Southern African Development Community (SADC) countries and international organisation to promote their tourist destination. In the promotion of Lesotho as a place of interest, the Morija Festival should be packaged as one of the main activities that tourists should experience. Also, the Morija Festival website should be updated from time to time.
5.4.4 Stakeholder Satisfaction with the Level of Management The stakeholders are very important to Morija Festival and their contributions make the Morija Festival to be staged every year. They should be given recognition. The government should reduce the annual tax of the organisation involved in the organising of the Morija Festival. People should be encouraged to support them by buying their products or paying for their services. Lastly, they must be given a bigger exhibition space where they could display their products for easy visibility and client accessibility.
5.4.5 Community Benefits There are few tourism facilities which can benefit both local communities and tourists. The provision of accommodation such as campsite can be affordable to low class tourists and some people could get a job opportunity. Also local communities could be given a workshop on how to deal with tourists. Also they could be helped in improving their handicrafts so that the tourists could buy in large number.
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5.5 CONCLUSION
The objectives of the study were all achieved and the findings have assisted in making meaningful conclusion and recommendations. The recommendations which are made could take the Morija Festival into another stage if they are well implemented. It is anticipated that there could be recommendations that could be implemented, thus improving the status and sustainability of the Morija Arts and Cultural festival as a tourist attraction. It must be recognised that there is no universally appropriate ‘one-size-fits-all’ strategy available for managing growth of the cultural tourism (Hall, 2008). Also it must be taken into consideration that the participation of local communities is of great importance.
Moreover, the Morija Festival has high potential of being among the biggest tourist attractions and cultural tourism so some researches still need to be conducted. The research should include topics which cover the impact of the Morija Festivals into local communities, sustainability of cultural tourism in the community, safety and security of tourists during the Morija Festival and others.
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BIBLIOGRAPHY
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WEBSITE http://en.wikipedia.org/wiki/communiy, (2010): [Online] Meaning of community. [Accessed on 01-12-2010]. http://www.morijafest.co.ls/history.html, (2011): [Online] Morija Arts and Cultural festival homepage. [Accessed on 01-08-2011]. http://www.africa-ata.org/ls_morija.htm, (2011)]. [Online] African Travel Magazine. [Accessed on 01-06-201]. http://www.collinsmaps.com/maps/Lesotho/Maseru/Morija/P469466.00.aspx, (2011) [Online] Collin maps. [Accessed on 22-06-2011] http://www.mapsofworld.com/lesotho/maps/map-of-lesotho.jpg, (2011) [Online] Lesotho Map. [Accessed on 04-08-2011] http://www.morijafest.co.ls/history.html, (2011) [Online] Morija Arts and Culture Festival History. [Accessed on 13-04-2011] http://www.morijafest.co.ls/history.html, (2011) [Online] Morija Arts and Culture Festival History. [Accessed on 13-04-2011] http://www.morijafest.co.ls/history.html, (2011) [Online] Morija Arts and Culture Festival Map. [Accessed on 13-04-2011] 131 http://www.wetland.org.za/ckfinder/userfiles/files/2_8-%20MWP%20Water %20Life%20&%20Culture.pdf, (2011) [Online] Wetland water, life and culture[Accessed on 10-08-2011]. http://www.lonelyplanet.com/maps/Africa/lesotho, (2011) [Online] Website: [Accessed 08-11-2011].
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APPENDIX A
QUESTIONNAIRE [To the local communities]
THE ROLE OF THE MORIJA ARTS AND CULTURAL FESTIVAL AS A MECHANISM FOR PROMOTING TOURISM AMONG LOCAL COMMUNITIES
Dear Respondent
Please read questions carefully and respond honestly and to the best of your knowledge. I pledge as a researcher that the information will be treated with strictest confidentiality.
Your co-operation in this matter is of utmost importance and solicited
Thanking you in advance for your willingness to participate in the study
Section A: Biographical information
1. Gender Female 01
Male 02 2. Age 18-25 01 26-35 02
36-45 03
46 and above 04
3. Marital status Single 01 Married 02 Widow/ Widowed 03
Divorced 04
133
4. Level of education
Primary Level (PSLE) 01 Junior Certificate 02 COSC (Matric) 03 B degree/National Diploma 04 National Higher Diploma 05 Postgraduate 06 Uneducated 07
5. Employment
Private sector 01 Government 02 Self-employed 03 Unemployed 04 Other specify
SECTION B: UNDERSTANDING OF CULTURAL FESTIVAL.
6. Do you understand what a cultural festival means? Yes 01 No 02 Not Sure 03
7. Support your response (number 6)......
8. Are you aware of a cultural festival taking place in your locality or community? Yes 01 No 02 Not Sure 03
9. Support your response (number 8)......
10. Do you think it is important to understand a cultural festival in local communities? Yes 01 No 02 Not Sure 03
11. Support your response (number 10)......
134
12. Of the three statements provided below which one do you think defines cultural festival appropriately? ‘Cultural festival’ means the a movement of people from one 01 place to another place Cultural festival’ means experiencing customs and traditions of 02 other people or communities Cultural festival’ refers to practice where tourists are buying the 03 local products/handicrafts
SECTION C: LEVEL OF COMMUNITY PARTICIPATION
13. Have you ever participated in the Morija Arts and Cultural Festival before? Yes 01 No 02 Not Sure 03
14. Give reason for your response (number 13)......
15. What is your understanding of community participation in Cultural festival? Does it mean: To be involved in cultural festival 01 To part of the decision making 02 To provide community with jobs 03
To allow one person to be representative of the local communities 04
By contributing in the festival organization 05
16. Which role did you play in the Morija Arts and Cultural Festival? Organising 01 Volunteering 02 As a audience 03 As a Security-officer 04 Others specify
17. What is your perception toward the participation of other local communities in the Morija Arts and Cultural Festival? Satisfying 01 Undecided 02 Dissatisfying 03
18. Support your response (number 17)......
19. What do you think is usually done by the local communities in the Morija Arts and Cultural festival? a)...... c)...... b)...... d)...... 135
SECTION D: ATTRACTION OF INTERNATIONAL TOURISTS
20. Do you think the Morija Arts and Cultural Festival attracts tourists at all? Yes 01 No 02 Not Sure 03
21. Give reasons for your response (number 20)......
22. Does the Morija Arts and Cultural Festival attract any international tourists? Yes 01 No 02 Not Sure 03
23 List the names of places/ countries or continents the tourists who visit Morija Arts and Cultural Festival are originated a)...... d)...... b)...... e)...... c)...... f)......
24. Of the following statements which one is correct about international tourists? These are people from other communities 01 These are people who have white skin complexion 02
These are people who cannot speak Sesotho 03
These are people who come from other continents 04
25. How do you identify international tourists among other people who visit the Morija Arts and Cultural Festival? a)...... b)...... c)...... d)......
SECTION E: STAKEHOLDERS’ LEVEL OF SATISFACTION
26. Do you regard yourself as a stakeholder in the Morija Arts and Cultural Festival? Yes 01 No 02 Not Sure 03
27. Give reasons for your response (number 24)......
136
28. Do you think stakeholders are satisfied with the management of the Morija Arts and Cultural Festival? Yes 01 No 02 Not Sure 03
29. Support your response (number 26)......
30. On the scale given below rate the contribution (satisfaction) of the Morija Arts and Cultural Festival to local people? Decreased 01 The same 02
Improved moderately 03
Improved significantly 04
31. Do you know the roles you are supposed to play as a stakeholder in the Morija Arts and Cultural Festival? Yes 01 No 02 Not Sure 03
32. Support your response (number 31)......
SECTION F: COMMUNITY BENEFITS
33. Do any community benefit by associating themselves with the Morija Arts and Cultural Festival? Yes 01 No 02 Not Sure 03
34. Support your response (number 31)......
35. Do you know any specific person who has benefitted from the Morija Arts and Cultural Festival? Yes 01 No 02 Not Sure 03
36. Support your response (number 30)......
137
37. Name the specific benefits you think the community gets from the Morija Arts and Cultural Festival a)...... b)...... c)...... d)......
38. Of the benefits listed below which ones do you think are more important- Please rank them according to the level of preference. Employment opportunities 01 Respect for culture 02
Infrastructure development 03
Skill development 04 Destination marketing 05 Other cultural experiences 06 Creation of job 07 Attract international tourists 08 Other (specify)
39. Kindly rank the statements which are given in the table below
Strongly Agree Agree Undecided Disagree Strongly Disagree 01 02 03 04 05
STATEMENTS 01 02 03 04 05
Local communities do not understand the importance of the Morija Arts and Cultural Festival Local communities do not fully participate in the organisation of the Morija Arts and Cultural Festival The Morija Arts and Cultural Festival is able to attract a considerable number of international tourists The stakeholders are satisfied with the management of the Morija Arts and Cultural Festival The local communities benefit from the Morija Arts and Cultural Festival
Your comment in relation to the Morija Arts and Cultural Festival ......
THANK YOU FOR YOUR CONTRIBUTION 138
APPENDIX B
Questionnaires for public and private sectors
THE ROLE OF THE MORIJA ARTS AND CULTURAL FESTIVAL AS A MECHANISM FOR PROMOTING TOURISM AMONG LOCAL COMMUNITIES
Dear Respondent
Please read questions carefully and respond honestly and to the best of your knowledge. I pledge as a researcher that the information will be treated with strictest confidentiality.
Your co-operation in this matter is of utmost importance and solicited
Section A: Biographical information
1. Gender Female 01
Male 02 2. Age 18-25 01 26-35 02
36-45 03
46 and above 04
3. Marital status Single 01 Married 02 Widow/ Widowed 03
Divorced 04
4. Level of education
Primary Level (PSLE) 01 Junior Certificate 02 COSC (Matric) 03 B degree/National Diploma 04 National Higher Diploma 05 Postgraduate 06 Uneducated 07
139
5. Employment
Private sector 01 Government 02 Self-employed 03 Unemployed 04 Other specify
SECTION B: UNDERSTANDING OF CULTURAL FESTIVAL.
6. Do you understand what a cultural festival means? Yes 01 No 02 Not Sure 03
7. Support your response (number 6)......
8. Are you aware of a cultural festival taking place in your locality or community? Yes 01 No 02 Not Sure 03
9. Support your response (number 8)......
10. Do you think it is important to understand a cultural festival in local communities? Yes 01 No 02 Not Sure 03
11. Support your response (number 10)......
12. Of the three statements provided below which one do you think defines cultural festival appropriately? ‘Cultural festival’ means the a movement of people from one 01 place to another place Cultural festival’ means experiencing customs and traditions of 02 other people or communities Cultural festival’ refers to practice where tourists are buying the 03 local products/handicrafts
140
SECTION C: LEVEL OF COMMUNITY PARTICIPATION
13. Have you ever participated in the Morija Arts and Cultural Festival before? Yes 01 No 02 Not Sure 03
14. Give reason for your response (number 13)......
15. What is your understanding of community participation in Cultural festival? Does it mean: To be involved in cultural festival 01 To part of the decision making 02
To provide community with jobs 03
To allow one person to be representative of the local communities 04
By contributing in the festival organization 05
16. Which role did you play in the Morija Arts and Cultural Festival? Organising 01 Volunteering 02 As a audience 03 As a Security-officer 04 Others specify
17. What is your perception toward the participation of other local communities in the Morija Arts and Cultural Festival? Satisfying 01 Undecided 02 Dissatisfying 03
18. Support your response (number 17)......
19. What do you think is usually done by the local communities in the Morija Arts and Cultural festival? a)...... c)...... b)...... d)......
SECTION D: ATTRACTION OF INTERNATIONAL TOURISTS
20. Do you think the Morija Arts and Cultural Festival attracts tourists at all? Yes 01 No 02 Not Sure 03
21. Give reasons for your response (number 20)...... 141
22. Does the Morija Arts and Cultural Festival attract any international tourists? Yes 01 No 02 Not Sure 03
23 List the names of places/ countries or continents the tourists who visit Morija Arts and Cultural Festival are originated a)...... d)...... b)...... e)...... c)...... f)......
24. Of the following statements which one is correct about international tourists? These are people from other communities 01 These are people who have white skin complexion 02
These are people who cannot speak Sesotho 03
These are people who come from other continents 04
25. How do you identify international tourists among other people who visit the Morija Arts and Cultural Festival? a)...... b)...... c)...... d)......
SECTION E: STAKEHOLDERS’ LEVEL OF SATISFACTION
26. Do you regard yourself as a stakeholder in the Morija Arts and Cultural Festival? Yes 01 No 02 Not Sure 03
27. Give reasons for your response (number 24)......
28. Do you think stakeholders are satisfied with the management of the Morija Arts and Cultural Festival? Yes 01 No 02 Not Sure 03
29. Support your response (number 26)......
142
30. On the scale given below rate the contribution (satisfaction) of the Morija Arts and Cultural Festival to local people? Decreased 01 The same 02
Improved moderately 03
Improved significantly 04
31. Do you know the roles you are supposed to play as a stakeholder in the Morija Arts and Cultural Festival? Yes 01 No 02 Not Sure 03
32. Support your response (number 31)......
SECTION F: COMMUNITY BENEFITS
33. Do any community benefit by associating themselves with the Morija Arts and Cultural Festival? Yes 01 No 02 Not Sure 03
34. Support your response (number 31)......
35. Do you know any specific person who has benefitted from the Morija Arts and Cultural Festival? Yes 01 No 02 Not Sure 03
36. Support your response (number 30)......
37. Name the specific benefits you think the community gets from the Morija Arts and Cultural Festival a)...... b)...... c)...... d)......
143
38. Of the benefits listed below which ones do you think are more important- Please rank them according to the level of preference. Employment opportunities 01 Respect for culture 02
Infrastructure development 03
Skill development 04 Destination marketing 05 Other cultural experiences 06 Creation of job 07 Attract international tourists 08 Other (specify)
39. Kindly rank the statements which are given in the table below
Strongly Agree Agree Undecided Disagree Strongly Disagree 01 02 03 04 05
STATEMENTS 01 02 03 04 05
Local communities do not understand the importance of the Morija Arts and Cultural Festival Local communities do not fully participate in the organisation of the Morija Arts and Cultural Festival The Morija Arts and Cultural Festival is able to attract a considerable number of international tourists The stakeholders are satisfied with the management of the Morija Arts and Cultural Festival The local communities benefit from the Morija Arts and Cultural Festival
Your comment in relation to the Morija Arts and Cultural Festival ......
THANK YOU FOR YOUR CONTRIBUTION
144
APPENDIX - C
University of Private Bag X1001 Zululand KwaDlangezwa 3886 South Africa DEPARTMENT OF RECREATION Tel: 035 902 6000 & TOURISM Fax: 035-902 6073 Ref: mrt/ms/2006
1 June 2011
To whom it may concern
Dear Sir /Madam
RE: REQUEST TO CONDUCT RESEARCH
Mr Kemang Leluma is a full-time student of the Department of Recreation and Tourism at the University of Zululand. He is studying the Masters degree in Recreation and Tourism [MRT]. The attached questionnaire is part of his research project seeking to establish how the local community around Lesotho perceives the working of the cultural festivals and how they benefit there-from. The title of the research project is:
The Role of the Morija Arts and Cultural Festival as a Mechanism For Promoting Tourism Among Local Communities
This research inquiry is undertaken mainly for academic purposes among the Lesotho communities and tourism stakeholders. It is hoped that the findings of 145
the study will make a meaningful contribution to the field of events tourism, as well as understanding the benefits of cultural festivals in tourism-related activities for the local stakeholders and operators.
All information collected from you or your area through this questionnaire will be kept in the strictest confidence.
Your assistance in this regard will be highly appreciated.
Yours faithfully
______Lindisizwe. M. Magi (Prof.) Professor Emeritus & Research Fellow Department of Recreation and Tourism University of Zululand
scc. Mr Kemang Leluma (Researcher)
146