COPYRIGHT AND CITATION CONSIDERATIONS FOR THIS THESIS/ DISSERTATION o Attribution — You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use. o NonCommercial — You may not use the material for commercial purposes. o ShareAlike — If you remix, transform, or build upon the material, you must distribute your contributions under the same license as the original. How to cite this thesis Surname, Initial(s). (2012). Title of the thesis or dissertation (Doctoral Thesis / Master’s Dissertation). Johannesburg: University of Johannesburg. Available from: http://hdl.handle.net/102000/0002 (Accessed: 22 August 2017). Unpacking Cultural Creative’s demand for transmodern tourist experiences in Soweto By Sandile Lindokuhle Mkhize 201313855 A dissertation submitted in fulfilment for the requirements for the Degree of Masters in Tourism and Hospitality at the School of Tourism and Hospitality College of Business and Economics University of Johannesburg Supervisor Dr Milena Ivanovic 2019 DECLERATION I pledge that the information rendered in this study is authentic and original unless clearly indicated otherwise and in such instances full reference to the source is acknowledged and I do not pretend to receive any credit for such acknowledged quotations, and that there is no copyright infringement in my work. I declare that no unethical research practices were used or material gained through dishonesty. Sandile Lindokuhle 201313855 Date Student name Student number 20 May 2019 Signature i DEDICATION To the silent revolutionists working in the dark to serve the light. ‘Truth is unspoken, it is woven’ ii RECOGNITION The completion of this dissertation would not have been possible without the following people: My family: Thank you to my parents, Wilbert and Ntombi Mkhize and my brothers Musa and Sizwe Mkhize for the unconditional support. A big thank you to my supervisor Dr Milena Ivanovic for believing in me, compromising for me, for being patient with me and for the incredible knowledge and guidance. Another big thank you to Ms Juliana Van Staden for assistance with the statistical aspects of the study. Thank you to Lebo Malepa for allowing me to conduct surveys at his backpacker establishment (Lebo’s Soweto Backpackers). Thank you to the School of Tourism and Hospitality, the National Department of Tourism and the National Research Foundation for investing in me. iii ABSTRACT As an opportune discussion, this research study investigates a possibility for the development of transmodern township tourism through an underlying paradigm revision within the South African cultural tourism market. In an attempt to show how tourism in South Africa can be aligned with the contemporary transmodern paradigm of humanity, this study explores the motivations, values and lifestyles of tourists visiting the iconic township of Soweto. The focus is to extract a clearly identifiable segment of tourists, the Cultural Creatives, whom uphold a transmodern value system amongst the general tourists coming into Soweto and to determine what tourists experiences appeal most to them. Therefore, the research question addressed by this dissertation is: Are there Cultural Creatives visiting Soweto and how many? If so, what experiences are they looking for in Soweto and what does this mean for Soweto? The main justification for undertaking this research is that the transmodern paradigm in relation to tourism in an African context lacks considerable empirical evidence. In order to understand the subjective meanings and realities of the tourists coming into South Africa in relation to the transmodern paradigm, the explorative nature of this research investigates the differences in tourist’s choice of tourism experiences and level of authenticity experienced. More specifically, the relationship between upholding a transmodern value system and having a more authentic tourist experience. The research framework for this study comprises a non-probability, convenience sampling and mixed method to quantitative and qualitative data collection and analysis. A questionnaire and semi-structured interviews serve as the survey instrument for this research. Data collection commenced in January 2018 to May 2018 in different places around Soweto. The final sample size consists of N=252 survey respondents from all tourist generating continents. iv The findings from the main statistical tests, thematic analysis and triangulation of results reflect positively on the main assumptions of the research. The results from the ANOVA test revealed that between and within the three study groups (backpackers, general tourists and wandering tourists) there is a statistically significant difference. Post hoc comparisons using the Dunnett T3 test indicated that the mean difference for general tourists was significantly different from wandering tourists. Another significant mean difference was between backpackers and general tourists, however, there is no statistical difference in the mean score between backpackers and wandering tourists suggesting that wandering tourists and backpacker tourists uphold similar transmodern values and are close representatives of the Cultural Creatives. The Pearson’s Chi-Square test results revealed that walking around a township X2 (2, n=128) = 9.462, p= 0,009 indicates that there is a significant relationship between walking around a township as a tourist upholding a transmodern value system and the level of authenticity experienced. The Crammer’s V measurement revealed that analysis for walking around a township (n=128) indicates an almost medium effective size between .10 and .30 and is the highest Crammer’s value (v= 0,272) of the entire analysis. These results affirm the significance of the p value= 0.009 as indicative of a positive relationship between walking around a township as a tourist upholding transmodern values and having a more of an authentic tourist experience than general tourists. Keywords: Soweto, Transmodernity, Cultural Creatives, Transmodern value system, Authenticity, Authentic economy, Transmodern tourism. v TABLE OF CONTENTS Declaration……………………………………………………………………………………ii Dedication…………………………………………………………………………………....iii Recognition…………………………………………………………………………………..iv Abstract……………………………………………………………………………………….v Table of Contents…………………………………………………………………………..vii List of Figures………………………………………………………………………………xiii List of Tables……………………………………………………………………………….xv List of Abbreviations……………………………………………………………………… xvi CHAPTER ONE: INTRODUCTION, PROBLEM STATEMENT, OBJECTIVES AND METHOD OF RESEARCH 1.1 INTRODUCTION .................................................................................................. 1 1.2 PROBLEM STATEMENT ..................................................................................... 5 1.3 AIM AND OBJECTIVES ....................................................................................... 8 1.3.1 Aim ................................................................................................................. 8 1.3.2 Research Objectives ...................................................................................... 8 1.4 METHOD OF RESEARCH ................................................................................... 9 1.4.1 Literature Study .............................................................................................. 9 1.4.2 Empirical Study ............................................................................................ 10 1.4.2.1 Research design and method of collecting data .................................... 10 1.4.2.2 Scales of Measurement ......................................................................... 11 1.4.2.3 Site Selection ......................................................................................... 12 1.4.2.4 Sampling strategy ................................................................................ 14 1.4.2.5 Sampling method ................................................................................. 14 1.4.2.6 Sampling frame and sampling size ...................................................... 14 1.4.2.7 Data analysis ....................................................................................... 15 1.4.3 Ethical considerations .................................................................................. 16 1.4.4 Limitations of the study ................................................................................ 16 vi 1.5 DEFINITION OF CONCEPTS .......................................................................... 17 1.5.1 Dominant world-views or paradigms ............................................................ 17 1.5.1.1 Modernity ............................................................................................... 17 1.5.1.2 Postmodernity ........................................................................................ 17 1.5.1.3 Transmodernity ...................................................................................... 18 1.5.2 Authentic economy....................................................................................... 18 1.5.3 Authenticity of tourist experience ................................................................. 18 1.5.4 Transformatory tourist experiences .............................................................. 18 1.4.5 Ontological authenticity ..............................................................................