Thesis (MBA (Business Management))--University of Stellenbosch, 2007. / ENGLISH SUMMARY: The study looks at the different elements of a business strategy developed for a cultural tourism project in the township of Langa, located in the city of Cape Town. Its unique nature
lies in the fact that the operators of the enterprise are volunteering young residents of the area,
who will benefit through support provided by the community-based organisation in their
subsequent training. Thus, the venture is at the same time a tourism enterprise, a generator of
development funds and a community organisation.
In line with a systematic approach to business strategising the study consists of four major
sections. The first section (chapter 2) provides a broad background to the cultural-tourism
industry, incorporating lessons to be learned from Cyprus, Papua New Guinea and Botswana
as well as other parts of South Africa. It also reviews tools available to segment the cultural tourism
market and estimate its size.
With the focus on skills shortages in township environments, the third chapter outlines some
of the challenges likely to confront the project. It also indicates the skills-development needs
and expectations which are likely to motivate the project participants.
As a further background for the preparation of the business strategy, chapter 4 summarises the
relevant core elements of the business environment around cultural tourism in township areas.
It also covers critical elements of the tourism industry’s competitive environment and relevant
stakeholders.
The fourth key chapter covers (with respect to the particular Langa-focused community-based
cultural-tourism venture) all conventional topics, including vision, mission and goal
statements, envisaged product offerings and marketing plans, value-chain characteristics and
an assessment of the (expected) competitive situation.
The final chapter briefly touches on the appropriateness of this township project or business
as a tool for the social and economic transformation of the township youth. / AFRIKAANSE OPSOMMING: Die studie ondersoek die verskillende elemente van 'n besigheidsstrategie vir ‘n projek
binne die gebied van kulturele toerisme, met besondere klem op die Langa woongebied in
Kaapstad. Die besondere karakter van die projek word bepaal deur die feit dat die
projekdeelnemers vrywillige jeugdiges is, wat hoop om deur hul samewerking hul verdere
opleidingsgeleenthede te verbeter. Die projek is dus terselfdertyd ‘n toerisme onderneming, ‘n
skepper van ontwikkelingsfondse en ‘n gemeenskapsorganisasie.
In ooreenstemming met ‘n gestruktureerde sakestrategie bestaan die studie uit vier hoofdele.
Die eerste afdeling (hoofstuk 2) verskaf ‘n breë agtergrond tot kulturele toerisme, met
besondere verwysings tot Ciprus, Papoea-Nieu Guinee en Botswana asook ander dele van
Suid-Afrika. Dit behandel ook konsepte wat gebruik kan word om die mark van kulturele
toerisme in segmente op te breek en sy grootte te beraam.
Met die klem op vaardigheidstekorte in townships gee die derde hoofstuk ‘n oorsig van enkele
uitdagings wat die projek sal tref. Terselfdertyd gee dit ‘n aanduiding van die
opleidingsbehoeftes en verwagtings wat die jeugdiges betrokke by die projek mag koester.
As ‘n verdere agtergrond vir die voorbereiding van ‘n sakestrategie skets hoofstuk 4 sekere
van die kernelemente van die sakeomgewing rondom kulturele toerisme in gebiede soos
Langa. Dit dek ook kritiese aspekte van mededinging in die toerismebedryf asook van die
betrokke belangegroepe.
Met die fokus op Langa en gemeenskapstoerisme behandel die vierde deel alle relevante
aspekte van ‘n sakemodel: Dit sluit in doelstellings en mikpunte, die beoogde
dienstespektrum en bemarkingsplanne asook die mededingingsdinamiek.
Die laaste hoofstuk besin oor die toepaslikheid van hierdie projek of sakemodel as ‘n
instrument vir die sosiale en ekonomiese transformasie van die “township”-jeugdiges.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:sun/oai:scholar.sun.ac.za:10019.1/848 |
| Date | 12 1900 |
| Creators | Muller-Lierheim, Hendrik |
| Contributors | Thomas, Wolfgang, University of Stellenbosch. Faculty of Economic and Management Sciences. Graduate School of Business. |
| Publisher | Stellenbosch : University of Stellenbosch |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | Unknown |
| Type | Thesis |
| Rights | University of Stellenbosch |
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