Building on strengths : poverty alleviation through cultural tourism towards a business strategy for a cultural tourism project in the Langa Township

Muller-Lierheim, Hendrik (2007-12)

Thesis (MBA (Business Management))--University of Stellenbosch, 2007.

Thesis

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.

Please refer to this item in SUNScholar by using the following persistent URL: http://hdl.handle.net/10019.1/848
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