ISCONTOUR 2024 Tourism Research Perspectives E-Book

Christian Maurer

• Herausgeber: Books on Demand
• Kategorie: Fachliteratur
• Sprache: Englisch
• Veröffentlichungsjahr: 2024

Seitenzahl: 537

Beschreibung

The International Student Conference in Tourism Research (ISCONTOUR) offers students a unique platform to present their research and establish a mutual knowledge transfer forum for attendees from academia, industry, government and other organisations. The annual conference, which is jointly organized by the IMC University of Applied Sciences Krems and the Management Center Innsbruck, takes place alternatively at the locations Krems and Innsbruck. The conference research chairs are Prof. (FH) Mag. Christian Maurer (University of Applied Sciences Krems) and Prof. (FH) Mag. Hubert Siller (Management Center Innsbruck). The target audience include international bachelor, master and PhD students, graduates, lecturers and professors from the field of tourism and leisure management as well as businesses and anyone interested in cutting-edge research of the conference topic areas. The proceedings of the 10th International Student Conference in Tourism Research include a wide variety of research topics, ranging from consumer behaviour, tourist experience, information and communication technologies, marketing, destination management, and sustainable tourism management.

Leseprobe

Preface & Acknowledgements

The 11th International Student Conference in Tourism Research (ISCONTOUR) was successfully held at the campus of the MCI Innsbruck, Austria, from May 13-14, 2024.

The annual ISCONTOUR was collaboratively founded in 2013 by Christian Maurer, Professor at IMC University of Applied Sciences Krems, Austria, and Roman Egger, Professor at Salzburg University of Applied Sciences, Austria. In 2019 the MCI Management Center Innsbruck became the new cooperation partner of IMC University of Applied Sciences Krems.

The aim of ISCONTOUR is to provide international students and graduates of Bachelor, Master and PhD Programmes with a platform where they can present their tourism related research papers based on their approved Bachelor theses, Master theses or work-in-progress PhD theses. In particular, ISCONTOUR strives to encourage students and graduates to engage in academic research and foster the knowledge transfer between academic education institutions and practitioners from the tourism industry.

In total 22 full research papers by 35 authors from 11 countries were submitted to ISCONTOUR 2024. Each submission went through a double-blind review process and was evaluated by members of the ISCONTOUR 2024 Research Programme Committee. The authors then received the comments of the reviewers and had to revise the papers accordingly. Only papers of authors who adhered to this process were accepted for the conference. As a result, 19 full research papers were accepted for presentation at the conference and are included in these proceedings.

The research papers cover a wide variety of topics, ranging from consumer behaviour, tourist experience, marketing, information and communication technologies, destination management, and sustainable tourism management. This does not only indicate the variety of the tourism industry, but also how relevant and impactful applied research projects conducted by students and graduates can be for the further developments in tourism in particular and the society in general. We hope these proceedings will serve as a valuable source of information on applied tourism research for students, scholars and practitioners.

Above all, we want to thank all authors who submitted their papers for the conference. We further appreciate the considerable time invested by all members of the ISCONTOUR 2024 Research Programme Committee who ensured the high quality of the submissions. We are also grateful for the support we receive from the management boards, rectorates and colleagues of both the IMC University of Applied Sciences Krems as well as the MCI Innsbruck.

We are also indebted to the conference keynote speakers Astrid Steharnig-Staudinger (CEO of Austrian National Tourist Office) and Kurt Matzler (Univ-Prof. at University of Innsbruck) and to the research workshop presenters Julia Vögele, Katerina Volchek, Anita Zehrer and Roman Egger.

We hope that ISCONTOUR will continue to establish an international community that motivates more students and graduates to engage in applied research and submit papers to ISCONTOUR 2025.

Christian Maurer & Hubert J. Siller

ISCONTOUR 2024 Conference Chairs

Innsbruck / Krems, May 2024

Research Programme Review Committee

ADAMER-KÖNIG Eva, Joanneum University of Applied Sciences Bad Gleichenberg, Austria

AUBKE Florian, University of Applied Sciences for Management & Communication Vienna, Austria

BINDER Daniel, Joanneum University of Applied Sciences Bad Gleichenberg, Austria

BUHALIS Dimitrios, Bournemouth University, Great Britain

DAVIDSON Rob, MICE Knowledge, Great Britain

DEL CHIAPPA Giacomo, University of Sassari, Italy

DOLEZAL Claudia, IMC University of Applied Sciences Krems, Austria

DOUGLAS Anneli, University of Pretoria, South Africa

EBSTER Claus, University of Vienna, Austria

EGGER Roman, SmartVisions, Austria

EITLE Markus, IMC University of Applied Sciences Krems, Austria

ENNEN Jens, IMC University of Applied Sciences Krems, Austria

FEDELI Giancarlo, IMC University of Applied Sciences Krems, Austria

FUCHS Matthias, Mid-Sweden University, Sweden

GRETZEL Ulrike, University of Southern California, USA

GROTH Aleksander, MCI Innsbruck, Austria

HAGE Roger, IMC University of Applied Sciences Krems, Austria

HUANG Rong, Plymouth University, Great Britain

KASTNER Margit, Vienna University of Economics and Business, Austria

KENNELLY James, Skidmore College, USA

KRUGER Martinette, Tourism Research in Economic Environs and Society, South Africa

LASSNIG Markus, Salzburg Research, Austria

LIEBRICH Andreas, Lucerne University of Applied Sciences and Arts, Switzerland

MAURER Christian, IMC University of Applied Sciences Krems, Austria

MATTEUCCI Xavier, Modul University Vienna, Austria

MCCOLE Dan, Michigan State University, USA

MURPHY Jamie, University of Eastern Finland, Finland

NEUBURGER, Larissa, IMC University of Applied Sciences Krems, Austria

PESONEN Juho, University of Eastern Finland, Finland

PIKKEMAAT Birgit, Institute for Innovative Tourism, Austria

POSCH Arthur, IMC University of Applied Sciences Krems, Austria

PÜHRETMAIR Franz, Kompetenznetzwerk IT zur Förderung der Integration von Menschen mit Behinderungen, Austria

RAINOLDI Mattia, IMC University of Applied Sciences Krems, Austria

ROMERO ANIA Alberto, Rey Juan Carlos University, Spain

SCHACHNER Max, IMC University of Applied Sciences, Austria

SCHOENBERG Alina, IMC University of Applied Sciences Krems, Austria

SCHWAND Christoph, IMC University of Applied Sciences Krems, Austria

STANGL Brigitte, University of Surrey, Great Britain

STECKENBAUER Georg Christian, Deggendorf Institute of Technology, Germany

TISCHLER Stephanie, IMC University of Applied Sciences Krems, Austria

VOLCHEK Katerina, Deggendorf Institute of Technology, Germany

WAIGUNY Martin, IMC University of Applied Sciences Krems, Austria

WEGERER Philipp, MCI Management Center Innsbruck, Austria

ZEHRER Anita, MCI Management Center Innsbruck, Austria

Table of Contents

The state of agri-tourism in South Africa: A systematic review

Christelle Charlien Van Zyl, Engelina Du Plessis and Peet Van der Merwe, North-West University, South Africa

A critical supply-side examination of promotional considerations in South African cultural heritage tourism

Mamotse Mokabe and Martinette Kruger, North-West University, South Africa

Exploring community participation in nature reserves: A case study of the Molemane Eye Nature Reserve, South Africa

Obakeng Motlhanke and Lisebo Tseane-Gumbi, North-West University, South Africa

Enhancing Food Information Searching Experience for Rural Destinations Using Augmented Reality Technology

Bilge Polat Gür, Dudyala Divya Dhatri and Minxin Ma, Deggendorf Institute of Technology - the ECRI Campus, Germany

Enhancing User Experience at Tourism & Leisure Aggregator Platforms

Fredrick Mandela Aliero, Bhoomi Narendra Shah and Avishkar Tiwari, Deggendorf Institute of Technology - the ECRI Campus, Germany

Facilitating Wellbeing through Virtual Reality Mindfulness Meditation

Svetlana Fayzullina, Justin Tochukwu Dim and Yassin Mohamed, Deggendorf Institute of Technology - the ECRI Campus, Germany

Communities’ perception of entomophagy as tourism product: The Case of Mopani District, Limpopo, South Africa

Bianca Nolwandle Mkhize-Simelane, Peet Van der Merwe and Luiza De Sousa, North-West University, South Africa

Profiling ghost tourists in the Western Cape Province of South Africa

Marlene de Klerk and Karin Botha, North-West University, South Africa

Captivating Cape Town: Unpacking Tourist Motivations and Airbnb Usage

Penitence Ndebele, Adam Viljoen and Marco Scholtz, North-West University, South Africa

Exploring Employability Perceptions and Influencing Factors Among Tourism and Hospitality Undergraduates: A Study from Guizhou, China

Jingyu Wu, University of Plymouth, UK

International experience, tourism, and employability: A conceptual discussion from international student perspective

Fa Wang, University of Plymouth, UK

An Investigation into Motivation and Leadership in a Multi-Cultural Tourism and Hospitality Management Company in the Context of Japan

Shannon Dann, University of Plymouth, UK

Assessing COVID-19's impact on travel decision-making in South Africa

Zoëgné Luyt and Elmarie Slabbert, North-West University, South Africa

Tourists Go Home: Stakeholder Attitudes in the Face of Overtourism. The Case of Dubrovnik, Croatia

Patricia Horlacher, Uppsala University, Sweden

The Attitude-Behaviour Gap on the part of Generation Z in the context of Sustainable Tourism

Kathrin John, MCI Innsbruck, Austria

An Examination of the Impact of Social Media on the Theme Parks in the UK

Amy Watts, University of Plymouth, UK

The art of distinction in strengthening artists’ brands: a case of two solo Afrikaans musicians

Bianca van Rensburg & Elmarie Slabbert, North-West University, South Africa

Assessing the resilience of scuba diving tourism systems: The case of Maputo National Park

Charlise Botha and Serena Lucrezi, North-West University, South Africa

Exploring the Dimensions of Tourist Perceived Destination Innovativeness: A Qualitative Study in Hunan, China

Xiaoshan Yang, University of Plymouth, UK

A critical supply-side examination of promotional considerations in South African cultural heritage tourism

Mamotse Mokabe, North-West University, TREES, South Africa

[email protected]

Martinette Kruger, North-West University, TREES, South

[email protected]

Abstract

The distinctiveness of South Africa's Cultural Heritage Tourism (CHT), shaped by its diverse cultures, sets it apart globally. However, this study identifies a shortfall in the efforts to effectively promote South African CHT to its full potential. This study focuses on the supply and promotional strategies needed for enhancing South African CHT visibility. It delves into tangible and intangible heritage aspects to devise strategic promotional insights. Using non-probability purposive sampling, data was collected via 12 interviews with various experts and stakeholders. Employing an anti-positivist approach and thematic analysis, the research unveils critical themes, including factors promoting CHT, its offerings and appeal, promotional challenges, and strategic promotional considerations. The findings underline the importance of a nuanced understanding of South Africa’s CHT and call for improved promotional tactics. A holistic approach to promotion, addressing both supply offerings and existing challenges, is recommended to unlock the full potential of South Africa’s CHT, thereby benefiting the tourism industry and the country’s socio-economic framework.

Keywords: Supply-side; Promotion; Cultural heritage tourism; Strategic considerations; Marketing.

1 INTRODUCTION

Heritage research, traditionally focused on historical and cultural artefacts like castles and old churches, has garnered increasing academic interest but remains relatively underexplored (Meskell, 2018; Stauffer, 2021; Sonkoly, 2023). UNESCO (United Nations Educational, Science and Cultural Organization) classifies heritage into natural, which includes geological formations and cultural, encompassing monuments and cultural sites (UNESCO, 2003). This study investigates Cultural Heritage Tourism (CHT) within a South African context, highlighting its role in expressing community identity and belonging. The complexity of CHT, representing history and identity through unique cultural treasures, suggests that effective promotion could enhance visitor numbers and socio-economic benefits, fostering a deeper appreciation of diverse cultures (Dickerson, 2015; Zunaidi, et al., 2023).

In the context of South Africa's post-1994 socio-economic challenges, CHT is identified as a sector capable of addressing disparities, encouraging entrepreneurship, and strengthening the economy (MacDonald, 2006; Richards, 2011; Du Cros and McKercher, 2020). The launch of the National Heritage and Cultural Tourism Strategy (NHCTS) in 2012 marked a significant step towards preserving national cultural heritage, though critiques point to its need for more specific promotional tools, highlighting the need for a comprehensive promotional framework.

Cultural heritage encompasses both tangible and intangible elements. However, marketing CHT poses challenges due to South Africa's cultural diversity. This study aims to deepen understanding of cultural heritage marketing, advocating for strategic policy development by the South African government. Identifying strategic considerations is crucial for improving CHT promotion, benefiting South Africa's marketing as a CHT destination and enhancing appreciation of its cultural heritage among local and international tourists.

The misrepresentation of cultural heritage tourism resources through uninformed interpretations and the inadequate integration of these resources into mainstream tourism underscore the need for a national strategy. This study highlights the under-representation of cultural heritage tourism products and the importance of effectively managing and enhancing CHT's impacts on tourism and communities (McKercher, 2002; Job, et al., 2020). Addressing the promotion challenges within South Africa's diverse cultural landscape requires research into the considerations for effective marketing strategies from a supply-side perspective, offering insights for destination promoters, the National Department of Tourism (NDT), and South African Tourism (SAT) to position South Africa as a leading CHT destination.

This research addresses the strategic considerations essential for effective CHT promotion, focusing on encapsulating South Africa’s historical and cultural diversity from a supply perspective. It aims to identify these considerations, address gaps in existing strategies and contribute to discussions on cultural heritage representation, empowerment, and economic advancement within South Africa’s diverse cultural context. A supply-side analysis is necessary to ensure that strategic considerations for CHT promotion in South Africa are grounded in key stakeholders' operational realities and aspirations. This approach aims to bridge existing gaps, optimise South Africa’s cultural heritage representation and marketing, and ultimately contribute to the nation’s socio-economic development within its diverse cultural context.

2 THEORETICAL BACKGROUND

This section reviews the literature on promoting Cultural Heritage Tourism (CHT) to identify existing gaps. The review focuses on the importance of promotional strategies for CHT, recent advancements, and complexities in its promotion, specifically from a supply-side perspective relevant to this study.

This research examines crucial strategic considerations for improving CHT in South Africa, centring on promotional strategy, destination marketing, and strategic considerations. Promotional strategies, crucial for gaining a competitive edge, involve detailed market analysis, identification of competitive advantages, and product or brand positioning (Palmatier and Sridhar, 2020; Juska, 2021). These strategies, essential for sustainable competitive advantage, involve unique value proposition creation and communication (Eggert, et al., 2018). In CHT, they focus on showcasing destination offerings and include integrated decisions about markets, marketing activities, and resources for product creation, communication, and delivery (Varadarajan, 2010; Kotler & Lee, 2005; Ferrell, et al., 2021). This study's strategic considerations from a supply perspective provide a foundational framework for promoting CHT in South Africa.

Cultural heritage, integral to local and regional identity, motivates diverse tourism interests. CHT uses buildings, artefacts, and historical sites to educate tourists about national history and traditions (Amayu, 2014; Lee, 2015; Chhabra, 2021). Its appeal lies in tangible elements that offer authentic connections to destinations, promoting sustainability, economic benefits, and improved stakeholder relationships (Gonzolo, 2011; Kastenholz & Gronau, 2022). Living heritage, essential to community identity, includes cultural traditions, oral histories, and social relations, closely related to intangible heritage that encompasses collective knowledge and practices within communities (UNESCO, 2003; Harrison, 2005; Department of Arts and Culture, 2017). This intangible heritage, providing continuity and identity, enriches CHT experiences by linking tangible and sociopsychological aspects of a destination’s past (Park, 2010; Udeaja, et al., 2020). Conversely, tangible heritage involves material artefacts and architectural legacies, requiring different preservation strategies than intangible heritage (UNESCO, 2012).

Promoting CHT in South Africa's diverse cultural landscape demands innovative and informed strategies to address challenges related to commercialisation and authenticity (Hidalgo, 2015; Du Cros & McKercher, 2020). These strategies should foster long-lasting relationships with diverse audiences and manage the complexities of promoting varied cultural products and services (Koontz & Mon, 2014; Rizzo & Mignosa, 2013). Strategic promotion should highlight South Africa’s unique heritage and address information gaps about cultural heritage sites (Ayazlar, 2014; Masilo & Van der Merwe, 2016). While global and local scholarship has advanced understanding of the cultural heritage market, a notable gap remains, particularly in local studies, with limited national research conducted to date (Naidu, 2008; Masilo & Van der Merwe, 2016).

3 METHODOLOGY

To achieve the objectives of this research, a qualitative approach was employed through semi-structured interviews with selected cultural heritage officials. This study applied anti-positivism (interpretivism), descriptive, and phenomenology with a case study approach. Ethical clearance was obtained from the authors’ institution and the relevant Research Ethics Committee. The study employed an anti-positivist approach, acknowledging the influence of socio-economic factors on human actions and behaviours (Buddharaksa, 2010). Interpretive research, aiming to provide deep insights into social contexts, was used to understand organisations from various stakeholder perspectives (Saunders, et al., 2019; Semley, et al., 2017). This approach included phenomenological methods to explore participants' lived experiences, offering insights into specific demographic behaviours and perceptions (Saunders, et al., 2019; Qutoshi, 2018).

Data was gathered through semi-structured interviews, face-to-face with cultural heritage suppliers and officials. This qualitative approach, as opposed to quantitative methods like Likert scales, aimed to capture the complexity of the topic (Cassell & Symon, 2004; Creswell, 2014; Bertoni, et al., 2022). A qualitative approach with interviews was used to gather demographic information and professional insights, employing non-probability purposive sampling with maximum variation to cover a broad spectrum of CHT officials’ perspectives (Nikolopoulou, 2023; Obilor, 2023; Andrade, 2021). Data saturation determined the sample size adequacy, with 11-12 interviews typically required (Braun & Clarke, 2021). Participants included experts in CHT marketing from entities such as the National Department of Tourism (NDT) and South African Tourism (SAT).

A situational analysis and purposive sampling were used to select participants from diverse professional backgrounds due to the population's considerable diversity (Babbie & Mouton, 2009; Champion, 2006). Of the 15 planned interviews, 12 were conducted between May and July 2019 and were deemed sufficient. Participants were assured of confidentiality and provided informed consent. Interviews lasted 45 to 60 minutes, were recorded, and transcribed in Microsoft Word for detailed analysis (Anderson, 2001; Harrell & Bradley, 2009; Sivarajah et al., 2020). Transcription was emphasised for consistent documentation (Patton, 2002; Adu, 2019).

Manual thematic content analysis was applied for data analysis, with pseudonyms (A-N) assigned to maintain respondent anonymity. The primary author performed the analysis, which the second author verified. McCabe, et al. (2019) and Braun and Clarke (2022) describe this method as categorising data into themes and sub-themes for comparability. Applying inductive reasoning allowed themes to emerge organically from the data, free from preconceived theories or queries (Braun, et al., 2016; Braun and Clarke, 2022). Codes were grouped into themes, and direct quotes from the data substantiated the findings. The results of the thematic analysis provided synthesised insights for officials in the heritage sector.

4 RESULTS AND DISCUSSION

4.1 Profile of the participants

The profiles of participants are shown in Table 1. As shown in Table 1, the research comprised a diversified set of participants, including males (7) and females (5). The age demographic was predominantly within the 36-50 years range, except for two participants who fell within the 18-35 years and one within the 51-60 years range. The participants held varied educational qualifications, with a few having advanced degrees such as Masters and Ph.D., while others held Diplomas, Degrees, or Honours Degrees. They communicated in different home languages, showcasing a variety of native tongues like Tswana, Tsonga, Zulu, Afrikaans, Venda, and Pedi. Concerning professional experience, participants had been in their respective positions for a span ranging from 3 to 13 years. The cohort included individuals in managerial roles, officers, consultants, a director, and business owners. They worked in diverse sectors, with a majority in government roles, a few in private sectors, and others in marketing agencies. This diverse participant profile enriched the qualitative research by bringing varied perspectives, experiences, and insights from different backgrounds, professional roles, and sectors.

Table 1. Profile of the participants

Pseudonym

Gender

Age

Position

Level of education

Years of experience

Participant A

Male

36-50

Director

PhD

10

Participant B

Male

36-50

Manager

Masters

9

Participant C

Male

36-50

Manager

Masters

13

Participant D

Female

36-50

Manager

Diploma

7

Participant E

Female

36-50

Officer

Degree

5

Participant F

Female

18-35

Consultant

Honours

3

Participant G

Female

36-50

Owner

Diploma

6

Participant H

Male

36-50

Owner

Masters

10

Participant K

Male

51-60

Officer

Masters

3

Participant L

Female

18-35

Officer

Degree

6

Participant M

Female

36-50

Owner

Degree

9

Participant N

Male

36-50

Manager

Degree

7

4.2 The strategic considerations in promoting CHT in South Africa

The research on CHT in South Africa has highlighted the complexities and nuances of promoting this vital sector. Through the participants' voices, the study delves into the various aspects that contribute to, challenge, and strategise the advancement of CHT. The overview, enriched by direct participant quotes, illustrates the multifaceted challenges and opportunities in promoting CHT in South Africa. It underscores the importance of government cooperation, stakeholder involvement, strategic planning, and the need for an integrated approach to maximise the potential of South Africa's rich cultural heritage.

In understanding the contributors to CHT promotion, the study identified key themes. The first is government cooperation, where the National Department of Tourism plays a significant role. Participant N noted the collaborative projects undertaken, "Together, stakeholders have undertaken significant projects..." and Participant C highlighted “the concerted efforts in Kwazulu-Natal to integrate tourism approaches”. Secondly, stakeholder involvement was deemed crucial. Participant C pointed out extensive engagements, "there are many engagements with stakeholders, especially communities..." and Participant E emphasises “the role of local communities in heritage promotion and protection”. Thirdly, collaborative marketing efforts are recognised as pivotal, as described by Participant K in the example of “the Makumeke consortium promoting offerings holistically and collaboratively.” Finally, the responses stressed the importance of accurately measuring tourist interest, a point underscored by Participant B, who spoke of “setting targets”, and Participant C, who mentioned the reliance on research but notes a gap in predictive modelling tools: “We rely mainly on research to understand views and expectations but lack a model tool to predict tourism potential."

A critical finding is the vital role of various stakeholders in promoting, preserving, and advancing CHT. This finding is consistent with the literature emphasising the importance of diverse stakeholder engagement in CHT (Amayu, 2014; Lee, 2015; Chhabra, 2021). The engagement of communities, as noted by Participants C and E, echoes the sentiment in the literature about the significance of living heritage and community involvement (UNESCO, 2003; Harrison, 2005). These studies reinforce the idea that stakeholders, particularly local communities, play a crucial role in preserving and promoting both tangible and intangible cultural heritage.

The responses brought to light several themes regarding CHT offerings and their appeal. Participant A addressed the inadequacy in tracking demand trends, “There is no proper record of these visits…", while Participant D spoke of the “dispersed nature of promotions”, including monthly themed ‘travel trade Fridays’ and “the integration of heritage into school syllabuses”, as mentioned by Participant F. “Government involvement in CHT promotion is seen as slow and cumbersome”, as criticised by Participant B, though Participant C acknowledged government efforts but sees room for improvement. The abundance of cultural heritage in South Africa, as stated by Participant B, “positions the country as a diverse tourism destination”, an observation shared by Participant D.

The government plays a crucial role, yet current efforts are deemed insufficient. The literature supports this finding, highlighting the government's role in facilitating CHT. Studies like those by Hidalgo (2015) and Du Cros and McKercher (2020) suggest that government entities should provide frameworks for CHT promotion, addressing commercialisation and authenticity challenges. This aligns with Participant N’s observation above about significant projects undertaken with government involvement. However, the literature also indicates a gap in government efforts specific to South Africa, suggesting that while government involvement is crucial, its current form may be inadequate, as observed in the study.

Challenges in promoting CHT are multifaceted. Participant C highlighted resource scarcity“with limited personnel managing extensive regions”. As pointed out by Participant C, “the condition of facilities often leads visitors to choose accommodation elsewhere”. Participant D suggested “hiring a company specialising in profiling cultural heritage spaces, particularly undiscovered ones, to raise awareness”. The effectiveness of marketing, as observed by Participant F, is hindered by “insufficient staff interaction and a lack of market understanding”. Participant D noted “the challenge of market determination upon the arrival of direct flights”, and Participant G observed “differing interests between international and domestic tourists”.

Regarding strategic considerations, the responses revealed concentrated efforts and strategy crafting as essential, with Participant A emphasising “the need for clarity in plans to promote CHT”. “An integrated approach” was advocated by Participant D, who noted “the gap in implementing stakeholder recommendations”. The frustration expressed by Participant M with