Marine tourism has been growing over the years to a diverse and large industry providing for a variety of markets. Across the world tourists enjoy activities of different types including kayaking, scuba diving, snorkelling, surfing and travelling to beaches for leisure reasons. Travelling to coastal towns with the purpose of visiting a beach has always been a great attraction for people across the world. Not only resulting in beaches becoming one of the tourism industry’s biggest markets but also a great contributor to local economies.
In 200,1 South Africa adopted the Blue Flag Programme, a beach award which focuses on clean bathing water and pollution free environments. The programme was first established on the French coastline in Europe by the Foundation for Environmental Education (FEE). Since then 244 beaches and 208 marinas across 10 countries now boast with a Blue Flag award. The award requires beaches to adhere to four sets of criteria. These are water quality, environmental management, environmental education and information and safety and security. The programme also has specific periods allocated to beaches in which the beach has to meet all the stipulated standards.
Previous research has stated that the programme has great drawing power for tourists.
In contrast, other studies revealed that it has no benefits for the tourism industry, whatsoever.
Some studies have stated that it is a symbol of quality recognised by all across the world.
The literature review conducted for this study revealed that the programme holds great benefits for conservation of the environment. Seen from a tourism point of view, however, it is still unclear whether the programme benefits the tourism industry or has any impact on it whatsoever.
The primary goal of this dissertation is to determine the influence of Blue Flag status on the decision-making process of beach visitors when they select a beach, thereby determining whether or not the Blue Flag programme adds any value to the tourism industry. A literature review was conducted on important aspects concerning this study, namely the Blue Flag Programme, the tourist decision-making process, travel behaviour of tourists and tourist behaviour, to gain insight into the type of research. Thereafter an empirical study was conducted on six beaches in KwaZulu-Natal which involved the distribution of a self-administered questionnaire. The sampling method used for the study was quantitative, probability sampling with systematic sampling which involved the fieldworkers to approach every second person/group of people on the beach. The survey took place from 28 March to 4 April 2013. A total of 572 usable questionnaires was collected from a sample of 600 beach visitors. The data was captured using Microsoft™ Excel™ 2010 and analysed using Statistical Package for Social Sciences (SPSS version 21). Exploratory factor analyses were performed as well as a linear mixed-effect model analysis to analyse the impact of the Blue Flag Programme on tourism. To achieve the goal set for this study, two articles were produced.
The aim of chapter 3 (article 1) was to determine the push and pull motives of beach visitors. The results revealed the profile of respondents to be female, married with an average age of 39 years and originating from Gauteng. They have a diploma or degree from a tertiary institute and like to visit the beach for an average of eight nights at a time. To identify the push and pull motives of beach visitors, the travel motives were first identified by means of a principal axis factoring analysis, with Oblimin and Kaiser Normalisation. The aspects yielded three factors, familiarity, family relaxation and escape and beach characteristics. The most important factor was determined to be familiarity. The analysis further revealed two push and two pull motives. The push factors are escape and relaxation (most important push motive) and familiarity. The pull motives are beach attributes (most important pull motive) and cognizance. This article showed that the familiarity of a beach plays an important role as to the motives of beach visitors as well as the fact that visitors to these beaches want to escape and relax away from everyday life.
The aim of the chapter 4 (article 2) was to identify the influence of Blue Flag status on visitors’ decision-making when selecting a beach as well as to determine whether any statistically significant differences exist between the visitors to Blue Flag beaches and visitors to non-Blue Flag beaches. A principal axis factoring analysis was conducted to determine the decision-making aspects of beach visitors. This analysis yielded five actors, environmental education, safety and access, cleanliness, landscape and popularity. The most important factor was identified as cleanliness with a mean value of 4.37. Furthermore, a linear mixed-effect model analysis was conducted which identified one statistically significant difference with the factor popularity, which has a p-value of 0.002. No other differences were identified. This study thus found that Blue Flag status does not influence visitors’ decision in selecting a beach. What was interesting was the fact that the aspects which are of importance to beach visitors (such as cleanliness) form part of the criteria on which the programme is based (environmental education and information, environmental management, safety and security and water quality). Thus having Blue Flag status does impact positively on tourism.
Since this was the first study of its kind in South Africa, it can benefit all beach destinations in the country. From the findings it is clear that marketing needs to be conducted regarding the Blue Flag programme and the benefits that could be reaped for both the local community and beach visitors. Furthermore, beach management can make use of the motives identified in chapter 3 as well as the decision-making aspects identified in chapter 4 to increase visitor numbers to the beach and gain competitive advantage. Tailor-made marketing strategies can be implemented which will improve the efforts of beach managers and municipalities as well as managers of the Blue Flag Programme to market the programme and raise awareness. Recommendations are made regarding further study on the Blue Flag programme to identify ways in which awareness of the programme amongst the public can be raised. Similar research can also be conducted on other environmental and tourism award systems, such as the Seaside award. This research contributes to the literature on marine tourism, seeing as this was the first time such a study was conducted in a South African setting. / MCom (Tourism Management), North-West University, Potchefstroom Campus, 2014
| Identifer | oai:union.ndltd.org:NWUBOLOKA1/oai:dspace.nwu.ac.za:10394/11545 |
| Date | January 2014 |
| Creators | Geldenhuys, Linda-Louise |
| Source Sets | North-West University |
| Language | English |
| Detected Language | English |
| Type | Thesis |
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