Ethnic Identity and Culture as Drivers of Travel Behaviour : The Case of South African Indians as Domestic Tourists

Description

Ethnicity and culture are increasingly considered in the study of travel behaviour given the global movement of people. Historically during apartheid in South Africa, there was not much leisure travel amongst the Black, Coloured and Indian population groups. This discrepancy became a focus of the National Department of Tourism’s (NDT) domestic policy after 1994 to encourage all South Africans to travel, explore and experience all facets of our beautiful rainbow country in real time. This study focuses on South African Indians (SAI) as there is limited knowledge of the drivers of travel behaviour amongst such minority populations. Pragmatic mixed methods are used to collect qualitative (focus groups) and quantitative (survey) data amongst SAI living in KwaZulu-Natal and Gauteng provinces. Findings suggest that there is already established domestic travel amongst the population. SAI have strong ethnic and cultural (Indian) identities that form a significant part of their decision-making; though not specifically having bearing on inter-provincial travel decisions. Of note is strong familial bonds extending beyond the nuclear family to their extended family members, influencing their travel behaviour. Other aspects include value for money, cuisine, safety and service. The study provides layered information presenting opportunities for future research. It also presents a profile of the market’s travel behaviour that can be useful for destination marketing authorities and travel trade in efforts to attract the SAI market. / Dissertation (MCom)--University of Pretoria, 2020. / Tourism Management / MSc / Unrestricted

Links & Downloads

1. http://hdl.handle.net/2263/75753
2. Govender, LK 2020, Ethnic Identity and Culture as Drivers of Travel Behaviour : The Case of South African Indians as Domestic Tourists, MSc Dissertation, University of Pretoria, Pretoria, viewed yymmdd <http://hdl.handle.net/2263/75753>
3. S2020

Tags

UCTD

Tourism

travel behaviour

ethnic identity

domestic tourism

South African Indians

ethnicity

Additional Fields

Identifer	oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:up/oai:repository.up.ac.za:2263/75753
Date	09 1900
Creators	Govender, Lynette Kumarivani
Contributors	Du Preez, Elizabeth, [e-mail]
Publisher	University of Pretoria
Source Sets	South African National ETD Portal
Language	English
Detected Language	English
Type	Dissertation
Rights	© 2019 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria.