The Department of Tourism is prioritising domestic tourism’s recovery. This is linked to the consensus that promoting domestic tourism is crucial to ensure that the sector recovers from the pandemic impacts on a pathway to sustainability and resilience to deal with future disruptions. This report extends the previous study to pilot and refine the Domestic Tourism Recovery Framework proposed, incorporating the Domestic Tourism Scheme as a key component. This report provides the context of the study, stipulating the aim, objectives and research questions. In relation to the rationale and purpose of the research, the piloting and refinement of the proposed Domestic Tourism Recovery Framework are critical to guide interventions and buy-in. Furthermore, the Framework is extended to include awareness and communication, training and skills development, and monitoring and evaluation components to support effective implementation and achieve intended impacts. The research methodology adopted during this Phase was a desktop approach (updating the literature) and qualitative component (key informant interviews and focus group discussions) to facilitate engagements with purposively selected (after undertaking stakeholder mapping) and key stakeholders on the Domestic Tourism Recovery Framework and Domestic Tourism Scheme. In total, 24 key informants and 4 focus groups completed. The proposed Domestic Tourism Recovery Framework is informed by the sustainable tourism development approach, linked to the ecosystem-based operational model that includes the drivers, pressures, state, impact and response (DPSIR) framework, which informs an examination of tourism that is based on a complex set of phenomena with multi-dimensional aspects and impacts. This approach was complemented by the Theory of Change approach during this Phase that promotes outcomes and results-based approaches to planning and development, focuses on evidence-based/ data-driven evaluation that demonstrates benefits and viability, enhances capacity development, enables partnerships and collaboration and is learning-orientated to improve future policies, plans and interventions. Several themes emerged from the literature review undertaken, including the importance of domestic tourism in South Africa and globally; trends and changes in domestic tourism travel behaviours; challenges faced in relation to finance, infrastructure, safety and security; the impacts of digital and technological advancements, and awareness levels. There was also consensus that domestic tourism was on a pathway to recovery, which needs to be supported/ incentivised. The importance of education and training as well as effective awareness and communication strategies were also highlighted. The main findings from the key informant interviews and focus group discussions were the importance of recognising the market profiles of domestic tourists and the general population in South Africa, especially in relation to the Domestic Tourism Scheme’s target groups. Several challenges were identified including financial, safety and security concerns, infrastructure and service provision, perceptions and knowledge of domestic tourism products and opportunities, seasonal fluctuations, marketing and promotion, pollution and litter/ grime, accessibility and discriminatory practices and COVID-19 pandemic and other disruptions. Key opportunities were also identified, including diverse tourism products and experiences, domestic tourism incentives, demand, location and digital/ technological changes. Very few participants were aware of the Domestic Tourism Recovery Framework and Domestic Tourism Scheme, but there w generally high levels of support once they were made aware of these strategies. Several stakeholders were identified, including government, tourism industry associations, tourism businesses, major tourist attractions and local communities. The recovery and resilience of domestic tourism in South Africa require collaboration and cooperation among these stakeholders. The National Department of Tourism was deemed to be the lead coordinator/ champion. Several mediums of communication were identified, cautioning that targeted rather than generic approaches were required. Training and capacity development issues were also highlighted, with key areas identified, such as customer service, business support and sustainability aspects. The proposed Domestic Tourism Recovery Framework was supported by the key informants and focus group discussions. Thus, no major changes to the proposed Framework were undertaken, although aspects were updated based on the responses from stakeholders. The four steps to reignite domestic tourism demand in South Africa (re-evaluate, reconfigure, respond and stimulate domestic tourism demand) are retained, informed by the DPSIR approach. The Framework draws on the tourism recovery strategy by encouraging a phased approach to reignite the domestic sector. The focus on Small, Medium and Micro Enterprises (SMMEs) and stimulating domestic tourism demand are highlighted. The Domestic Tourism and Awareness Framework draws from wide-ranging consultations with key stakeholders and provides guidance on how communication within the tourism sector can align with the government’s overall vision and core aims and objectives, most importantly, increasing its resilience and contribution to the country’s economy. The main aspects of the Framework are setting goals and identifying stakeholder roles, setting out guiding principles, identifying and understanding audiences, message design, targeting stakeholders using appropriate communication mediums, and identifying communication barriers and mitigation measures. The Framework should be used to develop a strategy and an associated implementation plan, including an embedded awareness campaign, a framework for monitoring and evaluation and recommendations for supporting actions. Six components for implementation are highlighted: setting goals and identifying roles (that is, establishing what the different groups involved need to do); identifying key audiences and understanding their needs/ preferences; developing key messages and testing these before using them at scale; identifying the most effective modes, methods and channels for communication of messages; and establishing ways to monitor and evaluate the impacts of the communications efforts inspired by the strategy. In terms of skills development and training, the development of a responsive and agile training and education system is advocated. It is proposed that the conceptualisation and implementation of domestic tourism and skills development should commence with a national skills audit to identify training needs, priority needs and training capacity. Various barriers to effective training were identified, including funding/ financial constraints, quality of training, logistical challenges and awareness of training opportunities that need to be addressed. Finally, the monitoring and evaluation indicator approach is presented, linked to the Theory of Change. The key components of this framework include championing (with the Department of Tourism identified as the main champion), communication, institutionalisation, embedding and actioning (which includes the identification of indicators in specific categories). The specific indicator categories were domestic tourists, economic impacts/ job creation, domestic tourism products and services, projects/ programmes to reignite domestic tourism, the Domestic Tourism Scheme, safety and security, funding/ investment, training, media and communication monitoring (assessing the effectiveness of the implementation of the awareness and communication approaches adopted), sustainability, organisational support, and development and implementation of sustainable domestic tourism policies/ strategies, frameworks and guidelines by tourism authorities and local governments. Show less

The Department of Tourism is prioritising domestic tourism’s recovery. This is linked to the consensus that promoting domestic tourism is crucial to ensure that the sector recovers from the pandemic impacts on a pathway to sustainability and resilience to deal with future disruptions. This report extends the previous study to Show more

The Department of Tourism is prioritising domestic tourism’s recovery. This is linked to the consensus that promoting domestic tourism is crucial to ensure that the sector recovers from the pandemic impacts on a pathway to sustainability and resilience to deal with future disruptions. This report extends the previous study to pilot and refine the Domestic Tourism Recovery Framework proposed, incorporating the Domestic Tourism Scheme as a key component. This report provides the context of the study, stipulating the aim, objectives and research questions. In relation to the rationale and purpose of the research, the piloting and refinement of the proposed Domestic Tourism Recovery Framework are critical to guide interventions and buy-in. Furthermore, the Framework is extended to include awareness and communication, training and skills development, and monitoring and evaluation components to support effective implementation and achieve intended impacts. The research methodology adopted during this Phase was a desktop approach (updating the literature) and qualitative component (key informant interviews and focus group discussions) to facilitate engagements with purposively selected (after undertaking stakeholder mapping) and key stakeholders on the Domestic Tourism Recovery Framework and Domestic Tourism Scheme. In total, 24 key informants and 4 focus groups completed. The proposed Domestic Tourism Recovery Framework is informed by the sustainable tourism development approach, linked to the ecosystem-based operational model that includes the drivers, pressures, state, impact and response (DPSIR) framework, which informs an examination of tourism that is based on a complex set of phenomena with multi-dimensional aspects and impacts. This approach was complemented by the Theory of Change approach during this Phase that promotes outcomes and results-based approaches to planning and development, focuses on evidence-based/ data-driven evaluation that demonstrates benefits and viability, enhances capacity development, enables partnerships and collaboration and is learning-orientated to improve future policies, plans and interventions. Several themes emerged from the literature review undertaken, including the importance of domestic tourism in South Africa and globally; trends and changes in domestic tourism travel behaviours; challenges faced in relation to finance, infrastructure, safety and security; the impacts of digital and technological advancements, and awareness levels. There was also consensus that domestic tourism was on a pathway to recovery, which needs to be supported/ incentivised. The importance of education and training as well as effective awareness and communication strategies were also highlighted. Show less

The Department of Tourism is prioritising domestic tourism’s recovery. This is linked to the consensus that promoting domestic tourism is crucial to ensure that the sector recovers from the pandemic impacts on a pathway to sustainability and resilience to deal with future disruptions. This report extends the previous study to Show more

Tourism is widely considered to be a viable vector for sustainable socio-economic development on the African continent due to the integrative nature of its value chain (forward and backward linkages with suppliers and service providers), as well as the economic multiplier effect (tourism receipts, export products, employment creation, local economic development) (Matiza & Slabbert, 2019). However, in light of the COVID-19 pandemic-induced moratoriums on domestic and international travel, tourism demand decreased significantly. The tourism industry received no income or visitors for several months, negatively influencing the value chain and labour market. Several ad hoc strategies were implemented to curb the effect of restrictions on the travel and tourism industry, such as pivoting from international to domestic tourism, allowing limited travel, and providing support to the industry. However, these strategies are not a panacea a quick and complete recovery of South Africa’s tourism industry. Added to this, the continuous uncertainty about the management of such a pandemic demands a future view of how to ensure that the South African tourism industry does not face the same challenges and is more prepared to ensure the sustainability and resilience of this industry. Show less

Tourism is widely considered to be a viable vector for sustainable socio-economic development on the African continent due to the integrative nature of its value chain (forward and backward linkages with suppliers and service providers), as well as the economic multiplier effect (tourism receipts, export products, employment Show more

According to the Global tourism organisation (2022) tourism is one of the world's fastest-growing sectors, with adventure tourism being one of the fastest-growing sub-industries. Adventure tourism is a developing niche market, with the potential to become extremely popular and profitable. The term "adventure" refers to a unique experience that involves personal excitement. (Hanna, Wijesinghe, Paliatsos, Walker, Adams, and Kimbu 2019).South Africa is widely viewed as one of the greatest African adventure destinations. However, sustainability is a pressing issue in any tourism context, here and elsewhere. As a result, adventure tourism destinations require guidance on how to succeed and be sustainable. (Erene 2018). The primary objective of this study is to assess the adventure tourism activities at Phiphidi Waterfalls. This study is descriptive in nature, and data was collected using a quantitative method in the form of a questionnaire. The study was conducted at Faranani and Mudomba villages situated next to the Waterfall. The sample included Phiphidi waterfalls service providers, tourist who visit Phiphidi waterfalls for adventure activities and community members. The study revealed that the most tourist visit Phiphidi waterfall for Swimming, Fishing, Birds-watching and Rock-climbing. Most tourist who travel to Phiphidi waterfall were found to be people who love adventure. The study also revealed that adventure tourism is benefiting local community members from job opportunity and meeting new people. Faranani and Mudomba residents were found mainly to be common people benefiting from providing product to tourist visiting waterfall. Show less

According to the Global tourism organisation (2022) tourism is one of the world's fastest-growing sectors, with adventure tourism being one of the fastest-growing sub-industries. Adventure tourism is a developing niche market, with the potential to become extremely popular and profitable. The term "adventure" refers to a unique Show more

According to the World Bank (1975), rural development is defined as a strategy aiming at the improvement of economic and social living conditions, focusing on a specific group of poor people in rural areas. It assists the poorest group among the people living in rural areas to benefit from development. Tourism is regarded as one of the development tools in rural communities. Rural tourism has a high potential to stimulate economic growth and social change because of its complementary significance with other economic activities. Rural development is an underlying issue in South Africa as young people are emigrating to other countries or even to more developed areas like the city or urban areas either looking for employment opportunities or improve their standard of living, which leaves the rural areas underdeveloped and the decrease for potential spaces of development and eventually these areas are left neglected. Development in rural areas becomes difficult because there are challenges and hindrances when unutilised spaces, especially in rural areas such as Ha-Makuya where it is mostly nature or cultural tourism. The aim of this research project was to determine the need and the extent to which tourism contribution to rural development The project I employed a qualitative research approach and key informants were consulted to provide primary and first-hand information. The local tourism guide could assist in identifying existing and potential tourism products. The project was guided on secondary data information as well. The instrument used to collect data was electronic devices. The findings of the project proved that development in the Ha-Makuya is essential for the improvement of social standards and basic living conditions Show less

According to the World Bank (1975), rural development is defined as a strategy aiming at the improvement of economic and social living conditions, focusing on a specific group of poor people in rural areas. It assists the poorest group among the people living in rural areas to benefit from development. Tourism is regarded as Show more

The premise underscored by this research was that within the tourism domain, the focus on the enhancement of the “supply” side of the tourism value chain, would ultimately stimulate an increase in the “demand” side. The model devised in Phase I had as its intention the reinvigoration of the domestic product through the DTRM tool. This comprised four essential elements with which to revitalise, stimulate and strengthen the domestic product. These elements are the “iconic”; the “un-iconic”; “multi-culturalism” and the “five senses”. Show less

The premise underscored by this research was that within the tourism domain, the focus on the enhancement of the “supply” side of the tourism value chain, would ultimately stimulate an increase in the “demand” side. The model devised in Phase I had as its intention the reinvigoration of the domestic product through the Show more

Reward systems are important tools that management can use to motivate employees; the main objective of organizations in awarding rewards is to attract and retain efficient, productive, and motivated employees. However, there is no evidence available regarding managers' perceptions of employee rewards in five-star hotels in Cape Town. Therefore, this study aims to explore the perceptions of five-star hotel managers about the reward systems offered to employees. Further, this paper attempts to explore the influence and impact of the covid-19 pandemic on the employee reward systems offered at five-star hotels. A total of 14 interviews were conducted with managers working in four selected five-star hotels. The study used semi-structured interviews to collect qualitative data. The data were analysed using Creswell’s six steps. The study's findings indicate that managers offered distinct types of rewards to their employees, including extrinsic and intrinsic rewards. Managers revealed that extrinsic rewards, specifically money, are the most preferred rewards. The study revealed that the impact of the Covid-19 pandemic led to hotels adjusting their employee reward systems to offer less extrinsic rewards and more intrinsic rewards. This paper concludes by recommending strategies to hotel management for enhancing the type of rewards offered to employees and offering utilisation of effective intrinsic rewards. This is to ensure that employees increase their value towards intrinsic rewards as much as they value extrinsic rewards Implications for future research are also presented. Show less

Reward systems are important tools that management can use to motivate employees; the main objective of organizations in awarding rewards is to attract and retain efficient, productive, and motivated employees. However, there is no evidence available regarding managers' perceptions of employee rewards in five-star hotels in Show more

Guided tours and tourism destinations are inseparable, with such guided tours often being sought after for their power to improve tourist satisfaction and envisioned to enhance visitors' experience and impact tourism growth at destinations. The success of such guided tours is often premised on several factors, which when present, would influence visitors' propensity to recommend, revisit and make future destination choices. Such factors play a critical role in determining whether visitors would consider guided or self-led excursions. Increasingly, South Africa relies on revenue from tourists as a major source of income. Statistics from South Africa show that the tourism industry is dependent on tour operators, tourist guides, and information services and that the travel industry and reservation services are built-in industries. Because of how much they enrich visitors' experiences, guided tours are offered in many different nations. These excursions are in high demand because of the positive effect they have on visitor satisfaction and, by extension, the development of the tourism industry in the places they visit. For a price or for free, tour guides may impart invaluable knowledge to their clients that can shape how visitors could remember their time in a certain location. Several studies have shown evidence of a correlation between tour guides and tourists taking tours. This is particularly true considering that many visitors choose guided tours rather than self-directed ones. Understanding the Critical Success Factors for guided tours is essential as it makes it easier for tourism suppliers to channel efforts toward tourist satisfaction. This research aimed at providing light on the under-researched topic of critical success factors for guided tours in South Africa's Western Cape Province. Understanding what makes for a successful guided tour is crucial for any tourist attraction. When the factors that make a guided tour enjoyable are isolated, tourism providers may better focus their efforts on satisfying their clients. It is worth noting that customers often want the provider and the tourist guide, to go above and beyond to ensure that they are satisfied with what is offered. The research used a mixed methods approach, which included both qualitative and quantitative techniques, to accomplish its goals. The number of interviewees was determined to be 12; all of them tour guides. For the quantitative data (n=451), a non-probability systematic sample comprised visitors taking part in guided tours in the Western Cape Province. Given that studies have shown that tour guides often lack the knowledge necessary to ensure that their clients are satisfied, it was crucial to investigate ways to enhance the quality of guided tours from the perspectives of both clients and tour guides. The study revealed that safety, knowledgeable guides, and pricing remain critical in the success of guided tours. The study highlights the critical factors considered essential for the success of guided excursions and the areas that require improvement. This research is important because it expands our understanding of a topic that has not been studied nearly enough so far especially focusing on how guided tours may be improved, and in the context of South Africa. According to the study findings, keeping an open line of contact with clients is crucial to retaining their loyalty. Those involved in the business tourism sector need to pay attention to new developments and come up with creative solutions if they want to compete with other business destinations over the globe. Those involved in the business tourism ecosystem should also stay abreast of research developments. Ultimately, this could lead to tour guides investing in skills development and knowledge expansion to conduct tours that satisfy visitors. The study further contributes to serving as a guide for further studies that may seek to investigate how guided tours in other provinces of South Africa should be conducted and ultimately improved. Furthermore, the study could provide a basis for tour guides within the Western Cape Province and South Africa more broadly to undertake more successful guided tours by understanding the CSFs required. Following an analysis of the study’s findings, recommendations for effective guided tours for the tourism industry were highlighted while practical and managerial implications were proposed. Show less

Guided tours and tourism destinations are inseparable, with such guided tours often being sought after for their power to improve tourist satisfaction and envisioned to enhance visitors' experience and impact tourism growth at destinations. The success of such guided tours is often premised on several factors, which when Show more

The COVID-19 pandemic is catalysing changes in consumer demands as well as necessitating a paradigm shift for research on tourist behaviour and decision making. Demand is intensifying for safe spaces where social distancing is possible. The large group movement of people, and therefore the phenomenon of ‘mass tourism’, has been severely compromised as it imposes great health risks with travellers vulnerable to health hazards and points to opportunities in alternative niche forms of tourism. As a result of risk perceptions surrounding COVID-19, the tourism sector is projected to see an expansion in various forms of special interest or ‘niche travel’ which is driven primarily by the confidence of travelling in smaller groups and a less risk-prone environment Arguably in the ‘new normal’ of a post-COVID-19 world consumers re-orient away from mass tourism experiences and instead search out what are termed as ‘niche tourism’ products and experiences. South Africa's diverse landscapes, rich natural and cultural heritage, and traditional knowledge can lay a breeding ground for the promotion of alternative tourism within the country. Indeed, niche tourism can play an ever more vital role in South Africa and is an opportunity to investigate tourism offerings in which smaller-scale, controlled and operated niche products can be established to satisfy the changing demands and needs of consumers. The pandemic further underlines the importance of developing interventions that are targeted to the requirements of specific niches. Research is therefore necessary to inform interventions that should consider the changing supply-demand situations of particular niches during and post COVID-19. Within the competitive world of tourism similarity is the enemy and niche products are a way to escape sameness. This points to the necessity for investigating supply and demand issues around different forms of niche tourism. The aim of the study is to examine how niche tourism may be leveraged as part of the tourism sector's recovery plan to rejuvenate supply and ignite demand post COVID-19. One specific niche, namely rural tourism is investigated in detail. The following broad objectives guide the study: • To examine international research regarding niche tourism demand and supply. • To examine international research regarding niche tourism demand and supply for one selected form of niche tourism, namely rural tourism. • To examine the state of niche tourism demand and supply in South Africa with respect to one selected form of niche tourism, namely rural tourism. • Analyse challenges presented by COVID-19 on tourism demand and supply with respect to one selected form of niche tourism, namely rural tourism. • To analyse opportunities for leveraging niche tourism demand and supply as part of the tourism sector's recovery plan post-COVID-19 with the case of rural tourism • To contribute towards development of a framework for strategic interventions to leverage niche tourism in South Africa using the case of rural tourism. Show less

The COVID-19 pandemic is catalysing changes in consumer demands as well as necessitating a paradigm shift for research on tourist behaviour and decision making. Demand is intensifying for safe spaces where social distancing is possible. The large group movement of people, and therefore the phenomenon of ‘mass tourism’, has Show more

Tourism is an important economic sector in many countries worldwide. Many governments are placing a higher priority on tourism development because it leads to increased foreign exchange income and creates employment opportunities. However, the tourism sector is prone to both natural and human-made crises and risks, which invariably affect the functionality, sustainability, and competitiveness of a destination. The purpose of this paper is to provide an empirical analysis of the tourists' perceptions of crises and risks affecting the tourism sector in Durban. The paper used a mixed-method through the use of surveys and direct interviews with a sample of local, regional, and international tourists and key informants in the tourism sector within Durban. The results show that the level of risks in the city is perceived to be high and was found to have a significant impact on destination decision- choices. First-time visitors might be discouraged by mediatised risks. However, repeat visitors were likely to visit Durban since they were more conversant with the local conditions. Domestic tourists were likely to visit the destination since they have various mechanisms at their disposal to deal with perceived risks than first-time visitors. Furthermore, the results indicated that tourists are resilient to negative media coverage of risks. The study concludes that several factors influence the image of a destination, so tourist visitation cannot be affected by crises and risks alone. The study recommends a multi-pronged strategy to mitigate the impact of crises and risks on the destinations. Show less

Tourism is an important economic sector in many countries worldwide. Many governments are placing a higher priority on tourism development because it leads to increased foreign exchange income and creates employment opportunities. However, the tourism sector is prone to both natural and human-made crises and risks, which Show more