Motivation for domestic leisure travel in Mtubatuba Local Municipality, KwaZuluNatal

Tourism has been recognized as one of the most important sectors in South Africa and it contributes significantly to the country’s economy. This industry is considered as one of the largest and fastest growing industries worldwide. Domestic tourism is key to South African tourism growth, positively influencing international demand for the nation’s tourism products and services. This study, therefore, aimed to explore the main motivators for South African residents to participate in domestic leisure travel in South Africa, using Mtubatuba Local Municipality in KwaZulu-Natal as a case. Structured questionnaire (the quantitative research method) was used to collect usable data from 400 respondents. IBM’s SPSS version 25 software was used for statistical analyses. Data analysis relied on descriptive analyses (frequency and mean scores), bivariate analysis (Spearman’s Rank Correlation and Pearson Chi-square tests) and Multivariate test (reliability test using Cronbach’s Alpha) to reach the study results. The study revealed that South Africa is perceived positively, among residents, as a leisure tourism destination. According to the study, seeking social interaction, relaxation, exploring different activities and cultures, visiting friend and relatives are the main push factors that encourage people to travel. The main pull factors that make travelling interesting for residents include the beauty of South Africa’s natural resources, history and culture, and attractive natural resources. Most of the local residents are willing to travel South Africa for leisure. However, many local residents perceive tourist destinations and attractions as very expensive. The study posits that South Africa as a tourism destination should be more promoted to the local residents and they should be made aware of specific tourism attractions in South Africa. The study recommends that South African Tourism should use technology (Internet) intensively to market South African tourist attractions. It is recommended that the tourism industry seeks ways of minimising tourism businesses’ operational costs so that domestic tourists can afford to travel within South Africa. The study also recommends that Mtubatuba Local Municipality Tourism Managers, in collaboration with South African Tourism (Destination Marketing Organisation) provide residents with seminars, educate them about tourism and the benefits it brings to the country (South Africa). It is important that local South African travel and know different parts of South Africa. By doing so, international or foreign demand for South Africa as a tourism destination can be induced and maintained.

Grantor dc:publisher.institution

University of Zululand

Year dc:date.issued

2020

Author dc:creator

• Dlomo, Nokulunga Charity

• domestic tourism
• push factors
• leisure travel

Licence

• https://devspace.unizulu.ac.za/bitstreams/96b248e5-38e1-455c-b974-e013dd145590/download