This research explores transformative marketing strategies aimed at enhancing the tourism sector in eThekwini, with a focus on adapting to a changing travel and tourism market. The study emphasises the importance of destination image, branding, and competitiveness in attracting and retaining tourists. It assesses the rise and decline of eThekwini’s tourism development, identifying key challenges such as inadequate infrastructure; marketing and communication shortcomings; and socio-economic hurdles, including crime and safety concerns. The research further highlights the critical role of stakeholder management and governance in driving sustainable tourism growth. Drawing on international case studies and local contexts, the study proposes strategic interventions to reposition eThekwini as a competitive and appealing destination, leveraging its cultural heritage, natural attractions, event-based tourism, and modern tourism value chain. The ultimate goal is to foster a resilient tourism sector that can adapt to global trends while benefiting local communities economically and socially. Show less

This research explores transformative marketing strategies aimed at enhancing the tourism sector in eThekwini, with a focus on adapting to a changing travel and tourism market. The study emphasises the importance of destination image, branding, and competitiveness in attracting and retaining tourists. It assesses the rise and Show more

This study examined the role of Community-Based Tourism Initiatives (CBTIs) in addressing poverty and unemployment, assessing community participation, and evaluating associated benefits and challenges in Mkhuhlu, South Africa. A qualitative design was adopted, employing seven in-depth interviews and two focus group discussions with residents, with data analysed through thematic content analysis (TCA). Findings reveal that CBTIs generate tangible benefits, including temporary employment, entrepreneurial opportunities, supplementary household income, and the preservation of cultural heritage. However, systemic barriers such as weak governance, lack of accountability, financial instability, exclusion from decision-making, and seasonal fluctuations significantly constrain long-term sustainability. In practice, CBTIs require a transition towards community-centred models that institutionalise transparent governance and equitable benefit-sharing. At the policy level, there is a need to strengthen institutional frameworks and foster inclusive multi-stakeholder partnerships. The study contributes theoretically by applying Social Exchange Theory (SET) to a rural South African context, illustrating how trust, reciprocity, and perceptions of fairness shape community participation. Its broader value lies in underscoring governance and participation as decisive factors for transforming CBTIs into sustainable drivers of rural empowerment and resilience. Show less

This study examined the role of Community-Based Tourism Initiatives (CBTIs) in addressing poverty and unemployment, assessing community participation, and evaluating associated benefits and challenges in Mkhuhlu, South Africa. A qualitative design was adopted, employing seven in-depth interviews and two focus group discussions Show more

Digital transformation and innovation have become pivotal in enhancing the competitiveness and sustainability of the tourism sector. Small, Medium, and Micro Enterprises (SMMEs), which form the backbone of tourism destinations, particularly in South Africa, play a vital role in the sector's transformation and serve as a livelihood pillar, particularly in job creation and entrepreneurial development. Despite the increasing recognition of the need for digitalisation, many tourism SMMEs face significant barriers to effectively utilising digital technologies. As such, the study investigates the drivers for and challenges of technology adoption by SMMEs, using quantitative data gathered from tourism SMME owners through stratified, purposive and snowball sampling techniques. Descriptives and multivariate tests were performed. The study highlights the prominent digital tools adopted, as well as their benefits and challenges. Findings revealed significant differences among tourism SMMEs’ perceived benefits driving technology adoption and challenges of using digital technologies by level of experience. The insights offer valuable guidance to develop targeted strategies that foster innovation, resilience and sustainable growth within the tourism industry. Show less

Digital transformation and innovation have become pivotal in enhancing the competitiveness and sustainability of the tourism sector. Small, Medium, and Micro Enterprises (SMMEs), which form the backbone of tourism destinations, particularly in South Africa, play a vital role in the sector's transformation and serve as a Show more

This study aims to provide a comprehensive overview of the evolution of research on tourism small and medium-sized enterprises (SMEs) and to outline future research directions for advancing the field. The study systematically reviewed 102 empirical articles, utilising a hybrid review approach that integrates the Scientific Procedures and Rationales for Systematic Literature Reviews (SPAR-4- SLR) guidelines with bibliometric theoretical frameworks. It also employed the Bibliometrix package in R for science mapping analysis. The findings indicate a rapid growth in research on the technology adoption of tourism SMEs over time. Thematic evolution mapping identified nine distinct themes, such as digital transformation, innovation, and marketing, thereby highlighting key trends within the research field. The study revealed theoretical, contextual, and methodological gaps in existing research and made recommendations for future research directions. By combining bibliometric methods with a longitudinal thematic evolution analysis of technology adoption among tourism SMEs, this study identifies future research avenues and practical strategies to inform stakeholders and policymakers in the tourism SME sector. Show less

This study aims to provide a comprehensive overview of the evolution of research on tourism small and medium-sized enterprises (SMEs) and to outline future research directions for advancing the field. The study systematically reviewed 102 empirical articles, utilising a hybrid review approach that integrates the Scientific Show more

South Africa has the third highest number of recorded serial killers globally, with the United States of America and the United Kingdom having the highest and second highest per capita, respectively. However, while both countries have established a “serial killer tourism niche”, noted in the cases of Jeffrey Dahmer and “Jack-the-Ripper” attractions, South Africa has failed to do so as of yet. This dissertation sets forth to examine the latter industry lacuna, academically, from a uniquely South African context, and theorises a way to establish a globally competitive serial killer tourism attraction that will benefit the country on a local, provincial and national level, both economically and socially. This investigation used a case study-based research methodology within a qualitative research design to conceptualise and contextualise “serial killer tourism” as a sub-segment of the dark tourism phenomena at a hyperlocal level. Furthermore, this dissertation also provides an in-depth historical overview of dark tourism and explores this travel market segment in South Africa. Using this as a point of departure, this inquiry likewise provides detailed appraisals into ten dark tourism attractions globally, followed by discussing ten dark tourism attractions in South Africa. Subsequently, the detailed examination of these twenty dark tourism attractions is used to form the foundation of a unique ethical framework that can be applied to the establishment and operation of a serial killer tourism attraction in South Africa. Moreover, the social and economic feasibility and viability of the envisaged serial killer tourism attraction in question will be expounded upon. This study further provides readers with a glimpse into the largely specialised, yet underexplored, academic world of forensic psychology and the broader field of investigative sciences, including “tourism criminology”. The novel concept of safe fear – a space where tourists can safely interact with their fear of murder and their curiosity around the social phenomenon of serial killers – is also formulated and deployed. In this desktop study paired with critical thematic analysis of archival materials, along with secondary sources, it has been determined that the ethical establishment and operation of a serial killer attraction in South Africa will provide a unique context in which visitors/tourists are provided with an educational opportunity to satisfy their curiosity regarding the social phenomenon of serial killer. It was found that in the long- © University of Pretoria ii term such a touristic sphere would provide a unique environment (“safe space”) of victim commemoration to shift public focus from the serial killer to the victim. The latter which serves as the vocal point to the aforementioned hypothetical tourist attraction that will be unpacked in this dissertation. Show less

South Africa has the third highest number of recorded serial killers globally, with the United States of America and the United Kingdom having the highest and second highest per capita, respectively. However, while both countries have established a “serial killer tourism niche”, noted in the cases of Jeffrey Dahmer and Show more

This study examines barriers to and opportunities for the growth and development of the tourist guiding subsector, specifically focusing on gendered perspectives and their role in building inclusive resilience in the tourism sector. Employing a quantitative approach, data were collected from tourist guides (n=434), while descriptive and inferential statistics were performed to examine the gendered differences in tourist guiding. The study revealed gendered disparities in barriers to training and qualification accessibility, regulatory ease and enforcement, tourist-guiding qualification processing, database development, and subsector transformation efforts among tourist guides. Despite revealing obstacles, the study highlighted emerging access to resilience opportunities. Recommendations include implementing training programmes tailored to women’s needs and advocating for policy changes that enhance inclusivity, ultimately contributing to a more equitable and diverse tourism sector. The study contributes to the literature on gendered perspectives and has a societal impact on the empowerment of marginalised groups. Show less

This study examines barriers to and opportunities for the growth and development of the tourist guiding subsector, specifically focusing on gendered perspectives and their role in building inclusive resilience in the tourism sector. Employing a quantitative approach, data were collected from tourist guides (n=434), while Show more

As visa regimes evolve worldwide, South Africa must proactively assess and benchmark its own visa policies to understand their impact on overall tourism demand. This is particularly important considering that visa applications and processing can create an administrative burden and financial costs for potential tourists. To enhance the competitiveness of South Africa as a tourism destination, it is crucial to align with global best practices. This includes being responsive to changes in global immigration policies and leveraging technological advancements to streamline visa processes. Additionally, there is a clear need for tailored visa regimes for individual countries, influenced by public diplomacy and other aspects of international relations. Therefore, data-driven policy decisions are essential. It is essential to further assess the potential impact of South Africa's visa policy on tourism demand, particularly when considering the expansion of tourism source markets through enhanced accessibility to key markets. Show less

As visa regimes evolve worldwide, South Africa must proactively assess and benchmark its own visa policies to understand their impact on overall tourism demand. This is particularly important considering that visa applications and processing can create an administrative burden and financial costs for potential tourists. To Show more

The tourism sector is a vital contributor to South Africa’s economy, driving job creation, foreign exchange earnings, and local development. Niche tourism, encompassing specialised segments such as adventure, cultural, rural, and eco-tourism, is an essential component of this sector, offering unique opportunities for sustainable and inclusive growth. Small, Medium, and Micro Enterprises (SMMEs) are central to this niche, delivering distinctive products and services that enhance the diversity and competitiveness of the tourism landscape. However, as digitalisation reshapes the global tourism industry, the adoption of digital technologies by niche tourism SMMEs in South Africa remains uneven, with significant barriers hindering their ability to fully leverage its benefits. This research focused on exploring the digital technology adoption landscape of niche tourism SMMEs in South Africa. It aimed to identify the key enablers and barriers influencing digital transformation within this sector. The study also examined the role of digitalisation in fostering innovation, improving operational efficiency, and enhancing market access, ultimately contributing to the growth, resilience, and sustainability of tourism SMMEs. Show less

The tourism sector is a vital contributor to South Africa’s economy, driving job creation, foreign exchange earnings, and local development. Niche tourism, encompassing specialised segments such as adventure, cultural, rural, and eco-tourism, is an essential component of this sector, offering unique opportunities for Show more

This research study set out to consider the state of community-based tourism (CBT) and to propose solutions to optimize it in a sustainable manner within the South African tourism context. Since its inception in the 1970s, CBT has been heralded as a “panacea” for the economic upliftment of marginalised and disadvantaged communities the world over. In most cases it has been heralded as having numerous benefits and opportunities for communities that are open to participating in this form of tourism by empowering and uplifting them as active participants within the tourism domain. Essentially the objective of CBT was to ensure that the benefits of tourism remain within the said communities as participatory role players, but at the same time has the effect of preserving and sustaining their cultural heritages and environs for the next generation. As such, CBT has the potential to comply with two United Nations Sustainable Development Goals (SDGs): SDG 1, “No poverty” and SDG 8 “Decent work and economic growth”. In the context of CBT, both at a global and local level, there is a recognition of the limitations of what has often been regarded as a “cure-all” for poverty within underprivileged communities. Its success has been questioned, as has its changing nature in different contexts. This notion of CBT as a “fix-all” has been revisited, not only within the context of CBT, but more broadly in the tourism domain. The twenty-first century has witnessed an increase in critical academic scrutiny of what tourism entails and what its impacts are (or rather should be). While the positives regarding the impact of tourism are acknowledged, the negatives have been increasingly highlighted. This tendency has spilled over into the public domain where resistance against tourists and tourism is on the rise which has led to a cautionary, if not ambivalent, approach to the touristic space. It is in this current context and within the context of the reevaluation of CBT that this study positions itself. Within the South African context, it also took cognisance of the realization that CBT has not always been practiced or engaged with in an optimal manner – hence the rationale to suggest solutions to “optimize” the CBT domain. Show less

This research study set out to consider the state of community-based tourism (CBT) and to propose solutions to optimize it in a sustainable manner within the South African tourism context. Since its inception in the 1970s, CBT has been heralded as a “panacea” for the economic upliftment of marginalised and disadvantaged Show more

Tourism is widely recognised as a key driver of economic growth, employment, and social development in South Africa. However, the sector’s full potential remains underutilised due to persistent challenges such as fragmentation, weak coordination, infrastructure deficiencies, and limited evidence-based understanding of how the tourism supply value chain functions. This study, led by the CSIR, represents the first comprehensive mapping and systems analysis of South Africa’s tourism supply value chain. It reconceptualises tourism not as a collection of isolated sectors, but as a dynamic, interconnected system of sub-sectors, stakeholders, and contextual factors that collectively generate value. The research addresses a major knowledge gap by identifying the structures, interdependencies, and behavioural dynamics that underpin value creation within the tourism system. Specifically, it identifies the key sub-sectors that comprise the value chain, the products and services within each, the stakeholders involved, and the relationships that link them. In doing so, the study provides a holistic picture of how tourism functions as a complex adaptive system that underpins South Africa’s competitiveness, resilience, and sustainable development. Show less

Tourism is widely recognised as a key driver of economic growth, employment, and social development in South Africa. However, the sector’s full potential remains underutilised due to persistent challenges such as fragmentation, weak coordination, infrastructure deficiencies, and limited evidence-based understanding of how Show more