For attainment sustainable tourism requires the growth of tourism‟s contribution to the economy and society as well as the sustainable use of resources and the environment. The achievement of both relies on dependable and sound understanding, appropriate development and management of the tourism demand. As demand patterns and economic structures change, no industry, and in particular no industry at the national or regional level, could or should assume that there is a constant or increasing flow of demand for its outputs and thus focus solely on resource issues (Butler, 1996). According to Elliot (1997:19) local government plays an important role in tourism, as it is only governments that have the authority to provide political stability, security and the legal and financial framework which tourism requires. Connell et al (2009) argue that one of the more important roles of local government is the development and implementation of community planning, legislation and policy. However, while tourism-related developments are usually integrated with economic development or official community plans, often there is no guiding policy framework or identified area of responsibility for tourism, which can be problematic for effective and sustainable tourism development. The effectiveness of local tourism governance in achieving the goals of sustainable tourism depends on the effectiveness of institutional structures and processes, and the rational resources and skill sets available (Healy, 2006). This study examines the arrangements of selected municipalities and the effectiveness of their local tourism governance and its relevance to sustainable tourism.

The tourism sector has been identified as an industry that has the potential to make a substantial contribution to job creation, economic growth, and redressing past imbalances in South Africa as it has been recognised as an underexploited sector with considerable potential for growth. The majority of tourism enterprises fall within the definition of small businesses, which have been identified as the most appropriate enterprises through which the economic challenges facing South Africa can be addressed. Small businesses differ from their larger counterparts not only in terms of size, but also in regard to access to resources and marketing expertise. Not surprisingly, one of the issues identified as preventing this sector from reaching its full potential is access to markets. The focus of this study is to identify the primary factors driving the success of the use of the Internet for marketing in small businesses operating in the tourism sector in South Africa. If these factors can be identified, this will allow existing and emerging small businesses to access markets and retain customers more easily leading to a proliferation of these enterprises. A theoretical model was formulated from the literature in which the factors influencing the success of Internet marketing were identified. These factors can broadly be divided into generic (marketing or management) factors and Internet specific factors. The technological aspects of the Internet were not ignored, but regarded as a resource to be managed rather than an autonomous source of competitive advantage. This model was tested by making use of a large-scale empirical study. Convenience sampling was used and the data was collected from small tourism businesses (that is businesses with fewer than 100 employees) in the Western Cape, Eastern Cape and KwaZulu-Natal provinces of South Africa. The factors were identified using exploratory factor analysis and the Cronbach alpha coefficients were assessed to confirm the reliability of these scales. Structural equation modelling was used as the principal mode of statistical analysis to measure the relationships amongst the variables in the model proposed in this study. A correlation analysis was used to measure the impact of marketing objectives on the success of Internet marketing. The primary determinants of the success of Internet marketing in small businesses operating in the tow-ism sector in South Africa were identified by the empirical study as: Product champion Links Alliances Owner-manager knowledge Entrepreneurial orientation Owner-manager vision Customer orientation Marketing objectives Interestingly, one factor, Strategic planning, recorded a negative influence on the success of Internet marketing. This is possibly because the owner-manager felt that this was a redundant exercise given the dominant and pervasive influence of the owner-manager in all spheres of the business. Nevertheless, if small tourism firms consider the factors identified in this thesis as essential aspects in the use of the Internet for marketing, this will allow them to overcome one of the biggest hurdles to their prosperity, namely, the access to markets.