Changing the culture of travel : understanding the motivations of future middle-class domestic travellers to visit local attractions in South Africa
Thesis (MPhil)--Stellenbosch University, 2016.
ENGLISH SUMMARY : Aim: The objective of this research was to understand the internal drivers, or motivations, of the South African middle-class domestic traveller to visit local attractions in 2030. Methodology: A scenario planning methodology was deployed to integrate the literature review, demographic study, environmental scan, and causal layered analysis workshop into five alternative images of the future. Findings: Motivations of future middle-class domestic travellers to visit attractions will be led by the narrative of self-transformation. Attractions will need to counter the narrative of self-exclusion by countering it with the role that attractions can offer in fulfilling the need for personal transformation. The results of the research highlight the role that attractions can play in the domestic tourism economy by providing spaces that allow for transformational experiences.
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