Museum Management and Curatorship 20 (2005) 149–169

www.elsevier.com/locate/musmancur

World of Museums

Tourists’ expectations and perceptions of the Robben

Island Museum—a world heritage site
Nancy Phaswana-Mafuyaa,*, Norbert Haydamb
a
Chief Research Manager, Human Sciences Research Council, Private Bag x9182,
Cape Town, 8000, South Africa
b
Tourism Research Unit, Cape Peninsula University of Technology, Cape Town, South Africa
Received 24 June 2004; revised 2 February 2005; accepted 15 February 2005

Abstract

The objective of this study was to explore the expectations and perceptions of tourists visiting the
Robben Island Museum. Two surveys were conducted concurrently during the month of September
1999, using semi-structured questionnaires. A convenient sample of 135 tourists was interviewed
before boarding the boat, using the expectations questionnaire. The same respondents were
interviewed again once they had visited the museum in order to rate the services and facilities. It was
found that the museum provides the majority of the facilities and services expected by visitors. The
conceptual framework offered in this study leads to an improved understanding of the heritage
sector, provides lessons and insights for other destinations worldwide, and serves as a benchmark
and platform for future investigations.
q 2005 Elsevier Ltd. All rights reserved.

Keywords: South Africa; Robben Island museum; Tourism; World heritage site; Cultural tourism; Museums and
social responsibility

1. Introduction

The democratic elections of the new Government of National Unity in 1994, 1999, and
2004 respectively, set South Africa on a path of renewal and transformation. The country
is currently undergoing a profound period of transformation. The rationale for this

* Corresponding author. Tel.: C27 21 4667914; fax: C27 21 4612696.

E-mail address: nphaswanamafuya@hsrc.ac.za (N. Phaswana-Mafuya).

0260-4779/$ - see front matter q 2005 Elsevier Ltd. All rights reserved.
doi:10.1016/j.musmancur.2005.02.001
150 N. Phaswana-Mafuya, N. Haydam / Museum Management and Curatorship 20 (2005) 149–169

transformation is to heal the divisions created by the past regime and establish a society
based on democratic values, social rights and fundamental human rights (South Africa,
1994, 1996). The transformation process permeates every level of government, every
department, and every institution. Tremendous political and social changes are reshaping
the overall social structure, its institutions, and economic systems, in order to build a
united South Africa that is able to take its rightful place as a sovereign state in the family of
nations (Hyslop, 1999). Arts, culture and heritage cannot be an exception in this process,
since they too were overtly affected by the maldistribution of skills and poor infrastructure
during the apartheid era (Department of Arts, Culture, Science and Technology, 1996). Up
until the end of the apartheid era in 1994, as with other areas of South African society
during the apartheid era, the cultural sector was generally divided along racial lines
(Zietsman, 2004). Publicly-funded institutions such as museums, galleries, and
performing arts institutions catered primarily to the interests of white people, while the
artistic needs and aspirations of the black majority had no voice whatsoever in
Government policy. In the monumental shifts of the past decade, however, the voice of the
cultural community has grown in strength and unity. The change has been so dramatic, that
today the cultural sector has become the driving force behind cultural policy decisions of
the ‘New South Africa’ (Zietsman, 2004). To this end, a policy for the reconstruction of
arts, culture, and heritage was developed in order to promote the arts, culture and heritage
of South Africa, as significant and valuable areas of social and human value (Department
of Arts, Culture, Science and Technology, 1996).
Like the cultural sector during the apartheid era, tourism development has also largely
been a missed opportunity in South Africa (Department of Environmental Affairs and
Tourism, 1996). The tourism industry was overprotected from foreign competition
through limited international investment in tourism facilities; protected from demanding
tourists through allowing a limited flow of international tourists into the country; and
protected from itself through having suppliers who catered to a largely homogenous and
predictable clientele, i.e. the easily identifiable needs of the privileged class. As such, the
potential of the tourist industry to spawn entrepreneurship, to create new services (e.g.
local entertainment, handicraft, etc.), to ‘drive’ other sectors of the economy, to strengthen
rural communities, to generate foreign exchange, and create employment has been limited
(Department of Trade and Industry, 2004; Lubbe, 2003; Department of Environmental
Affairs and Tourism, 1996).
The phenomenal South African tourism resource base is characterised by a unique
cultural diversity, inter alia: museums and unique archaeological sites; unique and
distinctive music, art forms and traditional rituals; mission settlements; sites of slave
occupation; urban space for ritual purposes; rock formations; and natural landscapes. All
these have national and international cultural significance, but were not used to the
maximum benefit of society at large (Department of Trade and Industry, 2004; Lubbe,
2003; Department of Environmental Affairs and Tourism, 1996). Consequently, 30% of
visitors who came to South Africa came for its scenic beauty, while 26% came for its
wildlife (Lubbe, 2003). After 1994, however, 27% of tourists who came to the country
came to see the ‘New’ South Africa, while 21% came to experience its cultural offerings.
In other words, 48% of tourists to this country are motivated by culture as a reason for
visiting. Similarly, the study conducted by the World Travel and Tourism Council (2002),
 N. Phaswana-Mafuya, N. Haydam / Museum Management and Curatorship 20 (2005) 149–169 151

indicates that the majority of South Africa’s tourists are attracted by its contemporary
political and social history. A survey conducted by South African Tourism in 1998
(George, 2001) indicated that in the year 2000, South Africa’s heritage and culture
together accounted for 54% of foreign tourists’ motivation for visiting, second only to
scenic beauty, and far in excess of factors such as climate and wildlife.
The pattern largely corresponds to international trends. Throughout the world,
museums, art galleries, heritage sites, historic landmarks, archaeological sites and
festivals have become major tourist attractions. Rather than just being peripheral or
secondary attractions, arts and heritage are increasingly becoming major catalysts in the
whole travelling experience. The World Tourism Organization estimates that 37% of all
global trips have a cultural element, and that by the end of this century, an annual
increase of 15% is predicted. In the United States, an opinion poll reported that 40% of
American travellers were interested in ‘life-enhancing’ (such as cultural/heritage) travel.
Other research in the United States shows that, in a 3-year period, there has been an
increase from 18 to 31 million tourists from Europe and Japan who pursued culture and
nature as part of their itinerary. The research conducted by the British Tourism Authority
shows that more than half of the people who visit the United Kingdom see arts and
entertainment as a major reason for their arrival. A survey of summer tourists in France
showed that in 1991, 42% of tourists visited a monument, exhibition, or gallery, and
25% went to a theatre, concert, opera or music festival. The search for knowledge and
culture is seen as an important motive for travel, and for tourists increasingly wanting to
combine learning and leisure. Southern Africa is viewed as having an abundance of
authentic culture, and a rich cultural heritage that is highly rated among international
tourists (Department of Arts, Culture, Science and Technology, 1996). The rich cultural
heritage of South Africa has an enormous potential for benefiting communities in the
form of job creation, training of staff and service providers, profit sharing and the
conservation of historic sites and buildings (Gossling, 2000; Department of Arts,
Culture, Science and Technology, 1996).
Today, South Africa recognises cultural tourism as a rapid growth area and a focal point
(due to its contribution to South Africa’s anti-apartheid struggle) in tourism worldwide,
and hence the country has embarked on an aggressive strategy to develop the cultural and
heritage sites which are tourist attractions (Balindlela, 2001; Department of Arts, Culture,
Science and Technology, 1996). To this end, the country has been active in developing
cultural tourism offerings, including the development and promotion of heritage sites, arts
and crafts centres, unveiling old traditions and customs, historic sites, and heritage in the
form of cultural villages. Investment funds are being sourced for these, in order to present
a heritage that has been ‘hidden from view’ for many years (Inskeep, 1991; Keyser, 2002;
Department of Arts, Culture, Science and Technology, 1996; Witz, Rassool, & Minkley,
2001). Currently, there are 400 publicly funded museums, including small municipal
institutions, provincial municipal services, and large national museums which each attract
more than half a million visitors a year (Department of Arts, Culture and Heritage, 1996).
The continued survival of cultural tourism offerings, however, depends on their ability to
continually attract large numbers of tourists. With the fast growing and changing tourism
market characterised by an increase in purchasing ability, greater availability of leisure
time, economic expansion, globalisation and the modern industrial world which is
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threatening this heritage (Bernard & Dominguez, 2000; Galla, 1998; George, 2001;
Prentice, Witt, & Hamer, 1998; Shackley, 2001; Smith, 2001), cultural tourism offerings
are faced with numerous challenges. The World Travel and Tourism Council (2002),
however, highlights that though South Africa has the potential to become one of the
world’s great new (cultural) tourism destinations, as many of the strategic and operational
aspects appear to be in place. There is insufficient focus on implementation, however, and
this has limited the return on investment and caused targets to be consistently missed.
Cultural tourism offerings must meet a range of challenges to develop sustainably and
remain competitive in the cultural market place. These challenges include, among others:

† Broadening options to respond to the increasing demands of more sophisticated

tourists, without exploiting their culture;
† Determining the tourists’ profile, needs, expectations, perceptions, attitudes and
experiences of cultural villages in order to ensure repeat visits;
† Establishing a more balanced view of cultural tourism offerings, combating cultural
prejudice; and
† Contributing to development and the fight against poverty.

The above-mentioned can be addressed, according to City of Cape Town

(unpublished), in the following ways:

† Investment facilitation: public and private investment in the cultural tourism offerings
and infrastructure is the key to its development.
† Linking destination marketing and product development: the cultural tourism offerings
need to ensure that they meet and exceed the promises made by marketing
communication.
† Market-driven product development: the effort to develop cultural tourism offerings
must be based on an understanding of what the market wants and must focus on the
unique characteristics of the cultural tourism offerings.
† On-going and focused research: future decisions about the development and marketing
activities of cultural tourism offerings should be based on sound and accurate market
research.
† Partnership: the most effective partnerships and alignments must be established
between the public and private sector, including different spheres of government,
industry and the community,
† People investment: in order for the cultural tourism offerings to succeed and contribute
to the livelihoods of the local community, they must be supported by the appropriate
strategies for training and skills development.
† Quality service and standards: there must be a close alignment between the promises
made to visitors and the offerings delivered. There must be a focus on accessibility,
safety, cleanliness, service quality, information provision, and so forth.
† Sustainability: the long-term future of any cultural tourism offering is linked to
developing tourism in a way that respects and protects its natural, cultural and built
heritages and lifestyles, and leads to the improvement of the livelihoods of the local
inhabitants.
 N. Phaswana-Mafuya, N. Haydam / Museum Management and Curatorship 20 (2005) 149–169 153

The aim of this article is to assess some of the above-mentioned challenges by

exploring tourists’ expectations and perceptions of a South African National Monument,
National Museum, National Heritage Site and a World Heritage Site-the Robben Island
Museum, henceforth referred to as RIM. The island has been the subject of books, poems,
plays, and a vast oral mythology, and the study was aimed at gaining a better
understanding of what it is that tourists hope to gain from the RIM experience. This was
also done in order to be in a position to make recommendations as to how the RIM could
be enhanced to play a greater role in tourism to the Cape Metropolitan region. It was
assumed that only when customers’ needs and expectations are known and understood,
and are properly managed, will the economic benefits of the RIM be realised for the local
tourism economy. In a period of greater commitment to cultural and natural heritage and
growing popular support for cultural tourism, the need for this kind of research has become
apparent in order to address some of the challenges highlighted earlier (Henderson, 2002;
United Nations Educational, Scientific and Cultural Organisation, 2002).

2. Brief overview of Robben Island museum

A brief overview of the RIM is provided in this section based on various sources
(go2africa.com, 2003; Prison Tourism, 2002–2003; RIM, 2001; Smith, 1997; University
of the Western Cape-Robben Island Mayibuye Archives, 2001).
Robben Island is a flat island of the Western Province of South Africa, situated 11 km
from South Africa’s mother city, Cape Town, in the middle of Table Bay, within clear
sight of the city. At its highest point, the island receives only 300 mm of rain a year. Its
12-km circumference is like a small heart cut from the mainland bosom that for years
monitored and regulated the pulse of the nation. The island is low-lying, with the highest
point, also known as Minto’s Hill (named after a 19-century Surgeon-Superintendent of
the General Infirmary), being 24 m above sea level. The climate is Mediterranean, as in
nearby Cape Town, but the island experiences stronger winds and comparative extremes in
temperature.
People lived on Robben Island for many thousands of years prior to its becoming a
museum. Since the Dutch settled at the Cape in the mid-1600s, Robben Island has been
used primarily as a prison. Indigenous African leaders, Muslim leaders from the East
Indies, Dutch and British settler soldiers and civilians, women, and anti-apartheid
activists, including South Africa’s first democratic President, Nelson Rolihlahla Mandela,
and the founding leader of the Pan Africanist Congress, Robert Mangaliso Sobukwe, were
all imprisoned on the island. Robben Island has not only been used as a prison. It was also
used at various times between the 17th and 20th centuries as a hospital for socially
unacceptable groups (leprosy patients, and the mentally and chronically ill during 1846–
1931), and as a military base (a training and defence station during World War II between
1939–1945). In the 1840s, Robben Island was chosen for a hospital because it was both
secure (isolating dangerous cases) and healthy (providing a good environment for cure).
Today, however, Robben Island is perceived as a place of oppression, as well as a place
of triumph. It tells about victory over apartheid and other human rights abuses,
including ‘the indestructibility of the spirit of resistance against colonialism, injustice
154 N. Phaswana-Mafuya, N. Haydam / Museum Management and Curatorship 20 (2005) 149–169

and oppression’. Overcoming opposition from the prison authorities, prisoners on the
island, after the 1960s, were able to organise sporting events, political debates and
educational programmes, and to assert their right to be treated as human beings, with
dignity and equality. They were able to help South Africa establish the foundations of
modern democracy.
Since 1997, Robben Island has been a declared a museum and a conservation area, and
was declared a World Heritage site in 1999. The United Nations Educational, Scientific
and Cultural Organisation (2002) justified Robben Island’s inclusion because the buildings
bear eloquent testimony to its sombre history. In tune with the ruling party’s (African
National Congress) policy of reconciliation and nation building, the United Nations
Educational, Scientific and Cultural Organisation designation stamps the museum as a site
of secular pilgrimage. Like the Truth and Reconciliation Commission, the resurrection of
Robben Island as a museum was a refusal to forget the past, combined with a commitment
to focus on healing and national transformation. Since 1997, over one million people have
visited the RIM. The RIM, operating as a site or living museum, aims to develop the Island
as a national and international heritage and conservation project for the new millennium.
In managing its resources and activities, the RIM strives to maintain the unique symbolism
of the island, nurture creativity and innovation, and contribute to the socio-economic
development and the transformation of South African society, as well as the enrichment of
humanity. In implementing its vision, the RIM constantly focuses on:

† maintaining the political and universal symbolism of its heritage;

† conserving and managing its natural and cultural heritage and resources;
† promoting itself as a platform for critical debate and lifelong learning; and
† managing itself in a manner that promotes economic sustainability and development.

In its operations, the RIM:

† strives to deliver the highest quality of work, services and programmes in a sustainable
and cost-effective manner;
† recognises the importance of visitors and clients and strives to give them a unique
experience and the best possible services;
† values its staff and recognises their contribution and performance as critical to its
effectiveness;
† strives to counter all forms of unfair discrimination (including sexism, racism and
ageism), and values its autonomy from political interference, using a non-sectarian
approach;
† is a learning institution, which embraces learning processes in all its work, and values
development and training, both internally and externally; and
† operates in a local, national and global environment, and strives for dynamic and mutually
beneficial relations with a wide range of partners and suppliers. It is committed to providing
access and opportunities to historically disadvantaged communities.

The natural environment of the RIM has about 132 bird species. These include seabirds,
water birds and terrestrial birds. There are also two species of amphibians, eight species of
 N. Phaswana-Mafuya, N. Haydam / Museum Management and Curatorship 20 (2005) 149–169 155

lizards and geckos, three species of snakes, and various species of tortoise on the museum.
Small herds of bontebok, springbok, steenbok, fallow deer and eland, as well as an
increasing number of ostriches, live on the island. There are also a large number of seals
(the derivation of the island’s name) and whales around the island waters.
The physical environment of the RIM acts as an important enhancement to the tour
experience. It has various features such as Cape Town harbour, ferry, ex-warden houses,
cannons, graveyard, hospital, houses/cottages, kramat (shrine, usually a tomb of a Muslim
holy man and often a place of pilgrimage), a landing strip, leper church, guest house,
lighthouse, limestone quarry, maximum security prison, mess hall, Murray Harbour, old
governor’s house, power station, post office, roads (gravel and tarred), staff houses, village
school, and village shop (residents only). Daily tours of about 4 h, including the one-hour
ferry rides are offered (weather permitting), from the Waterfront in Cape Town.

3. Methodology

The RIM obviously has to fulfil certain expectations of prospective tourists in order to
deliver a product that will satisfy tourists. For this to be possible, it is vital to determine
and understand exactly what these expectations are. In this regard, the Tourism Research
Unit at the Cape Peninsula University of Technology executed a pilot study in August
1999 to determine the expectations of tourists. The results of the pilot study have not been
presented in this paper, although they are referred to. The pilot study not only provided
critical preliminary information that was explored further in the current study, but also
helped in rewording the original questionnaire-ambiguity of meaning was eliminated and
clarity, comprehensibility and simplicity of items were ensured. Two postgraduate
students of the Cape Peninsula University of Technology subsequently conducted two
surveys concurrently (from the 8th to the 19th of September, 1999), using a descriptive and
quantitative research design based on convenience sampling. The study was sponsored and
supervised by the Tourism Research Unit. The RIM management committee was invited
to make comments with regard to the measurement instrument, and were kept up-to-date
with the developments of the study throughout. The surveys were executed using semi-
structured questionnaires to determine tourist expectations and perceptions. Semi-
structured questionnaires were used because they have demonstrated the validity and
reliability of measurement over the years; provide factual information on the subject under
investigation; provide the respondents with an opportunity to give their own accounts of
behaviour, attitudes and intentions; guarantee anonymity of response; and reduce and
eliminate differences in the way in which questions are asked and how they are presented.
The questionnaires were printed in English, this being the language most commonly
understood among international tourists. Research Assistants approached tourists before
boarding the boat, inviting them to participate in the study and advising them on: (a) their
status as volunteers, (b) their right to refuse to answer any question, (c) the legal liabilities
of their participation, (d) confidentiality, and (e) limitations of anonymity due to the nature
of the study. Respondents who consented to participate in the study opted to be
interviewed or to complete the expectations’ questionnaire by themselves. The average
length of time for completing the questionnaire was 20 min. The same respondents were
156 N. Phaswana-Mafuya, N. Haydam / Museum Management and Curatorship 20 (2005) 149–169

interviewed again after visiting the museum, in order to rate the services and various
facilities of the museum. The questionnaires were administered using the intercept method
of personal interviewing. This method was chosen because of convenience factors, i.e. the
respondent base being difficult to contact any other way. The total number of respondents
successfully intercepted in this study was 135. The majority of the respondents (54.8%)
were between the ages of 26–50 years. A slight majority (54.6%) of the respondents were
female. Most visitors were from a westernized society, as 45.5% of the respondents were
from European countries, 11.3% from the United States of America and the rest from
Southern Africa (43.2%). The vast majority (65.6%) of the respondents had more than
13 years of education. Approximately 66% of the respondents’ home language was
English. A small element of bias may have entered the study as a result of the exclusive use
of the English language. However, most respondents originated from countries with
English as a first or second language. An element of variable error entered the study due to
the nature of the intercept method used.

4. Results

4.1. Section A: expectations

4.1.1. Sources of information

Respondents were asked to indicate what information sources they used to gain
knowledge about the RIM (Table 1). Approximately 30% of the respondents received
information from books that mentioned the RIM, making it the most commonly used
source of information. Only 21.7% consulted brochures and pamphlets, which form the
most commonly used information source over which the RIM has direct control.
Table 1
Sources of information regarding RIM

Category Sample Percentage (%)

Books 42 30.4
Referral by friends and relatives 31 22.5
Brochures/pamphlets 30 21.7
TV 30 21.7
Personal referrals 26 18.8
Newspapers 24 17.4
Magazines 21 15.2
Tourism bureau 21 15.2
Radio 11 8.0
Random/impulse decision 8 5.8
Business colleagues 6 4.3
Internet/website of Robben Island 4 2.9
Obtained no information on Robben Island 4 2.9
Other 3 2.2

Note: percentages total more than 100% because some respondents made use of more than one category of
information source.
 N. Phaswana-Mafuya, N. Haydam / Museum Management and Curatorship 20 (2005) 149–169 157

The majority of the respondents did not receive information about the RIM from
marketing material, which includes brochures/pamphlets, tourism bureaus, and the
website of the RIM. This indicates that the RIM does not exercise direct control over much
of its publicity. When probed as to what they would expect to see on the RIM, respondents
from Germany, the Netherlands, the United Kingdom, the United States of America and
South Africa, gave sufficient comments to allow the following conclusion to be drawn: the
RIM prison and the lifestyle of its former inmates were major draws for the majority of
respondents, with specific reference being made to Nelson Mandela and his life on the
island as an inmate.

4.1.2. Ferry facilities

Respondents were asked what facilities they would like to have had access to on the
ferry (Table 2). A majority, comprising 77.4% of the respondents, expected to find
adequate toilet facilities available on the ferry. There are currently two toilets on each
ferry. Furthermore, respondents expected to hear an audio presentation dealing with the
RIM (45.9%), which is currently provided along with the video presentation; see a video
presentation dealing with the RIM (42.9%), a facility that is currently provided; and have
access to a snack bar on the ferry (40.6%), a facility which is currently available for the
passengers. Thus, it can be concluded that all tourist expectations are met in this respect
with the exception of toilet facilities.

4.1.3. The RIM facilities

Respondents were then asked what they would like to have had access to on the RIM
itself (Table 3). Once again, adequate toilet facilities were mentioned by the majority of
respondents as being expected on the RIM. Thus, it can be concluded that attention should
be paid to the provision and maintenance of these facilities, as 77.5% of respondents
viewed this as an important contribution factor to the enjoyment of the RIM experience.
The provision of a gift shop was expected by 76.0% of the respondents, and the sale of
curios and souvenirs was expected by 35.7%. It can therefore be concluded that, the RIM
should provide a well-stocked gift shop, selling items of relevance to the museum, in order
to complement the experience of the RIM tour. The provision of refreshments was
Table 2
Ferry facilities

Category Sample Percentage (%)

Toilets 103 77.4
Audio presentation of Robben Island museum 61 45.9
Video presentation of Robben Island museum 57 42.9
Snack bar 54 40.6
Free refreshments 47 35.3
Uniformed staff 47 35.3
Cash bar 30 22.6
Other (*) 5 4
Base 133 100.0

(*), Includes casino, beauty parlour, more outside seating, birds and competitions, all of which were features not
listed but mentioned by respondents.
158 N. Phaswana-Mafuya, N. Haydam / Museum Management and Curatorship 20 (2005) 149–169

Table 3
The RIM facilities

Category Sample Percentage (%)

Toilets 100 77.5
Gift shop 98 76.0
Refreshments for sale 90 69.8
Coffee shop 74 57.4
Restaurant 48 37.2
Curios and souvenirs for sale 46 35.7
African crafts for sale 34 26.4
Ex-prisoner artefacts for sale 31 24.0
Bicycles/mopeds to rent 29 22.5
Accommodation facilities 27 20.9
Tarred roads 27 20.9
Books about the RIM 2 1.6
Information brochures 2 1.6
Other (**) 5 4
Base 129 100.0

(**), Includes casino, photos, a pathway for walks and bookshop, all of which were features not listed but
mentioned by respondents.

expected by 69.8% of the respondents, and 57.4% expected a coffee shop, while 37.2%
expected a restaurant. From this, it can be concluded that respondents expect some form of
food and beverage provision to be made on the RIM, in order for their experience to be
complete. For this to be practical, the tour would have to allow the visitors some leisure
time to make use of these facilities. When probed as to what further facilities respondents
would like to see in the museum, a considerable number of visitors requested to see
restaurant facilities and improved toilet facilities.

4.1.4. Tourist guide service

Respondents were asked their opinions on what they expected from the tourist guides
conducting the tours on the RIM (Table 4). Approximately 46% responded that the guides
should wear a distinctive uniform in keeping with the RIM image. The pilot study found
that the majority of the contact staff does wear a very casual uniform. However, they
Table 4
Tourist guide service

Category Sample Percentage (%)

Wear uniforms 61 46.2
Speak english and a foreign language 59 44.7
Be ex-prisoners of Robben Island 53 40.2
Be recognised guides 48 36.4
Speak more than one foreign language 37 28.0
Speak only english 32 24.2
Be ex-warders 30 22.7
Other 1 0.8
Base 132 100.0
 N. Phaswana-Mafuya, N. Haydam / Museum Management and Curatorship 20 (2005) 149–169 159

should be given a complete uniform for any type of weather, and should wear name badges
to identify them as the RIM staff. Currently all tours are run in English only. About 45% of
the respondents felt that the guides should be able to speak a foreign language, in addition
to English. The pilot study of the tour also revealed this. When asked whether they would
like the guides to be ex-prisoners of the RIM, 40.2% felt that this should be so. The pilot
study has revealed that the guides in the prison are actually ex-political prisoners, but not
all of them spent time incarcerated on the island.

4.1.5. The RIM tour content

In this category, respondents were asked to specify what they expected from the RIM
tour content (Table 5). A majority, comprising 73.4% of the respondents, expected
personalised small groups for easy information transferral. Half of the respondents (50%)
expected to be given time to walk at leisure. Animal viewing opportunities were indicated
as desirable by 51.6% of the respondents. Forty six percent (46%) of the respondents
expected to see cultural monuments, as an indication of the cultural history of the museum.

4.1.6. Entertainment
Respondents were asked to indicate the type of entertainment they expected to receive
on the RIM in order to visit the museum again (Table 6). Traditional African dancing
(44.2%) and video shows (44.2%) were chosen as popular forms of entertainment. Ethnic
choirs or concerts were chosen by a total of 41.3% of the respondents as an enjoyable form
of entertainment. The above-mentioned choices show that entertainment, containing
elements unique to South Africa, and the RIM specifically, is the most popular.

4.1.7. Promotional material

Respondents were asked to choose brochures or similar promotional material they
expected to receive by choosing applicable answers from a list provided (Table 7). The
majority of the respondents expected to receive some form of free printed material,
Table 5
The RIM tour content

Category Sample Percentage (%)

Personalised with small groups 91 73.4
Include viewing of animals 64 51.6
Allow for walks without guides 62 50.0
Include cultural monuments 57 46.0
Include free leisure time 50 40.3
Allow for accompanied walk 48 38.7
Include viewing of plant life 42 33.9
Include religious buildings 33 26.6
Allow for cycling/moped tours accompanied by guide 18 14.5
Personalised with large groups 16 12.9
Allow for cycling/moped tours without guide 16 12.9
Be audio-guided tours 13 10.5
Base 124 100.0

Entertainment on the RIM.

160 N. Phaswana-Mafuya, N. Haydam / Museum Management and Curatorship 20 (2005) 149–169

Table 6
Entertainment on the RIM

Category Sample Percentage (%)

Traditional African dancing 46 44.2
Video shows 46 44.2
Ethnic choirs/concerts 43 41.3
Short African musicals 34 32.7
Short African plays 25 24.0
Audio show 25 24.0
Recitals 18 17.3
Personal experiences and stories 2 1.9
Base 104 100.0

i.e. 63.3% expected to receive a free map of the museum and 56.7% expected to receive
free brochures. However, no free printed materials are currently provided to visitors. This
forms an important gap between expectations and actual service delivery.

4.1.8. The RIM tour activities

Respondents were asked to indicate what they expected from the tours by choosing the
applicable answers from a list provided (Table 8). Respondents expected, in descending
order, to see Mandela’s cell (92.9%), which was already included in the content of the
prison tour; that the tours should include the history of the RIM (78.8%), which is already
covered in detail during the RIM tour; to see the prison (75.2%), which actually concludes
the RIM tour, and to see historic buildings (68.1%), which are covered in the museum tour.
Thus, it can be concluded that all tourist expectations are met in this respect.

4.1.9. Nelson Mandela’s cell

Respondents were asked to complete a question about what they would expect to see in
Nelson Mandela’s cell (Table 9). The majority of the respondents (74.6%) expressed that
they expected to sit, and walk around, in Nelson Mandela’s cell. The pilot study has
revealed that tourists are shown Nelson Mandela’s cell. However, owing to the large
numbers in the groups, tourists were not able to go into the cell, let alone sit in it.
Table 7
Promotional material

Category Sample Percentage (%)

Free maps of the RIM 76 63.3
Free pamphlets/leaflets on the RIM 68 56.7
Free multi-page brochure 48 40.0
Soft-cover booklets for sale 35 29.2
Multi-page brochure for sale 31 25.8
Free soft-cover booklets 28 23.3
Hardcover books for sale 24 20.0
Maps of the RIM for sale 18 15.0
Pamphlets/leaflets for sale 10 8.3
Base 120 100.0
 N. Phaswana-Mafuya, N. Haydam / Museum Management and Curatorship 20 (2005) 149–169 161

Table 8
The RIM tour activities

Category Sample Percentage (%)

Nelson Mandela’s cell 105 92.9
The history of the RIM 89 78.8
The prison 85 75.2
Historic buildings on the RIM 77 68.1
The plant and animal life on the RIM 74 65.5
History of apartheid 1 0.9
Other 1 0.9
Base 113 100.0

Furthermore, respondents expected to see, in descending order, personal ornaments of

Nelson Mandela (49.1%); personal ornaments of ex-prisoners (46.5%) and a plaque
outside Nelson Mandela’s cell (40.4%). The pilot study showed that this plaque is not
particularly visible.

4.2. Section B: the RIM perceptions

In order to ascertain whether or not tourist expectations are being met or exceeded, it
was necessary to research perceptions of tourists visiting the RIM. This was done, and the
results follow:

4.2.1. Satisfaction with facilities

Respondents were asked to rate the facilities that they made use of according to a
numerical scale, on which ‘0’ indicated extreme dissatisfaction and ‘10’ indicated extreme
satisfaction. All ratings were converted to percentages (Table 10). The tourist guides on
the RIM prison tour were rated highly, given an extremely high figure of 91.5%. One of the
respondents said: ‘The guides are great!’ This was contrary to the findings of the pilot
study in which the tourist guides were rated considerably lower. This shows that concerns
as to the quality of tourist guiding on the RIM Prison tour are unfounded. The Prison tour
on the RIM received a high rating of 87.5%, indicating that the quality and content of the
RIM prison tour are good. This was congruent with the results of the pilot study.
Table 9
Nelson Mandela’s cell

Category Sample Percentage (%)

Sit in and walk around the cell 85 74.6
See personal ornaments of Nelson Mandela 56 49.1
See personal ornaments of ex-prisoners 53 46.5
See a plaque outside the cell 46 40.4
See a wax figure of Mandela 28 24.6
Other 2 1.8
Experience solitary confinement 1 0.9
Eat prison food 1 0.9
Base 114 100.0
162 N. Phaswana-Mafuya, N. Haydam / Museum Management and Curatorship 20 (2005) 149–169

Table 10
Satisfaction with facilities used

Category Rating (%)

Tour guide on the RIM prison tour 91.5
Prison tour on the RIM 87.5
Tour guide on the RIM bus tour 85.7
Attitude of the RIM staff in general 84.1
Ferry staff 83.0
Overall experience of the RIM experience 81.2
Experience on the ferry 79.3
Attitude of the RIM shop staff 76.7
Mean 76.0
Bus tour on the RIM 75.5
Value for money 74.9
The RIM ticket office 73.1
Printed media-pamphlets 73.1
Toilets at V & A 70.3
Electronic media-website 69.1
Curio shop 64.2
Toilets on the RIM 62.0
The RIM shop (V & A terminal) 61.2
Base 135

Also congruent with the results of the pilot study, the RIM shop at the V & A ferry terminal
was rated relatively low by respondents, who gave it a rating of 61.2%, which is 14.8%
below the mean (76.0%). The toilet facilities on the museum itself were rated relatively
low (62.0%), by both the pilot study and the respondents alike.
The respondent body as a whole found the experience to be both interesting and
informative. However, some areas for improvement were noted. Areas in which the
respondents expressed concern included the following: dissatisfaction with the size of the
tour groups, as they felt that the groups were too large in general. This was highlighted in
the case of the prison tour, which was felt to benefit from smaller groups and the lack of
unstructured time during which respondents would be able to explore and experience
museum activities of particular interest to them at their own pace.

4.2.2. Propensity to recommend the tour

Respondents were asked if they would recommend the RIM tour to anyone else
(Table 11). An overwhelming majority of 97.6% of the respondents would indeed be
willing to recommend the RIM tour. Some of the responses captured were as follows:

Table 11
Propensity to recommend the tour

Category Sample Percentage (%)

Yes 123 97.6
No 3 2.4
Base 126 100.0
 N. Phaswana-Mafuya, N. Haydam / Museum Management and Curatorship 20 (2005) 149–169 163

Table 12
Likelihood of return visit

Category Sample Percentage (%)

Yes 79 61.7
No 49 38.3
Base 128 100.0

‘The tour is a great learning experience; it is historical, insightful and educational.’

‘The tour is very interesting with its political history.’
‘The Island is breathtakingly beautiful, fantastic place to relax and well organised.’
‘Robben Island is part of our history, good souvenir, all people, especially South
Africans, need to see this.’
‘The experience is fulfilling.’

4.2.3. Likelihood of return visit

In this question, respondents were asked whether they would wish to visit the museum
again (Table 12). Respondents indicated that this would indeed be a repeatable experience,
as 61.7% of the respondents expressed a desire to revisit the museum. Upon being probed
as to their reasons for wanting to revisit the museum, the historical aspects were praised
along with comments indicating that the cultural heritage of the site was important.
Comments indicating that the experience was both interesting and informative featured
heavily in the responses to this question. The educational aspects of the tour were
especially commended. Some of the expressions captured in this regard were:

‘The tour was a very touching experience.’

‘The trip was impressive, interesting, motivating and informative-full of history.’
‘The trip was truly worthwhile and extremely touching.’
‘I would like to come again with my husband and children next time.’
‘I’ll do it again the next time I’m in South Africa.’
‘I’ll come with my relatives to hear and see the long road to freedom.’
‘I wasn’t fully prepared, next time I’ll bring my video and camera.’

5. Conclusions and recommendations

Overall, this research has offered a snapshot of the tourists’ expectations and
perceptions of the RIM. Based on the data, drawn from both questionnaires dealing with
expectations and perceptions, it could be concluded that the RIM provides many of the
facilities and services expected by tourists to the museum. Eight factors expected by
tourists were present, namely: toilets on the ferry, toilets on the RIM, information on
Nelson Mandela’s cell, the history of the RIM, visit to the prison, information on historical
buildings, information on plant and animal life, and tourists being able to sit in and walk
around the cell. The facilities and services present were generally perceived as good by
more than 50% of the tourists, i.e. portrayal of Nelson Mandela’s prison lifestyle, prison
164 N. Phaswana-Mafuya, N. Haydam / Museum Management and Curatorship 20 (2005) 149–169

tour, toilet facilities, gift shop on the RIM, refreshments for sale on the RIM, and guides’
uniform. However, six factors were highlighted as not being catered for at all, namely, the
RIM tour not personalised with small groups, no free maps of the RIM, no free pamphlets
of the RIM, limited time to explore the RIM, no coffee shop/restaurant facilities on the
RIM and no traditional African dancing on the RIM. The following recommendations are
made, based on the findings of this study and the pilot study results, with the aim of
rectifying the discrepancies between expectations and perceptions at the RIM. They may
also provide a frame of reference for similar museums elsewhere:

5.1. Portrayal of Nelson Mandela’s prison lifestyle

The tour currently contains a component dealing with Nelson Mandela and the time he
spent on the RIM. It is recommended that this component be further enhanced. This can be
achieved by transferring a selection of Nelson Mandela’s artefacts from the Mayibuye
Centre at the University of the Western Cape to the RIM, and rotating the selection on a
monthly basis between the two venues. This would contribute to meeting tourists’
expectations of an increased emphasis on Nelson Mandela’s prison lifestyle.

5.2. Toilets on the RIM

Currently the toilet facilities on the RIM consist of a number of green portable toilet
units. These units are not in keeping with the style or atmosphere of the museum, and
detract from the museum experience. It is suggested that these facilities be constructed in
keeping with the architectural style of the existing buildings, and be maintained in a clean
and sanitary state.

5.3. Gift shop on the RIM

The RIM currently features a small gift shop stocking a small variety of souvenirs. To
bring this facility up to an acceptable standard, it is suggested that the quality and variety
of merchandise be improved.

5.4. Refreshments for sale on the RIM

It is currently possible to purchase a limited variety of refreshments on the RIM, but the
museum often runs out of stock of frequently purchased items. It is recommended that
more attention be paid to adequate stock control, and that the breadth of product line be
increased.

5.5. Guides to wear uniforms

The museum guides are currently indistinguishable from the tourists, due to the fact that
they wear uniforms that are casual in appearance and often wear non-uniform items. It is
recommended that a ‘smart-casual’ uniform be developed for guides, as well as all other
staff on and off the island. The uniform should be adapted for each staff member on duty,
 N. Phaswana-Mafuya, N. Haydam / Museum Management and Curatorship 20 (2005) 149–169 165

ensuring homogeneity and functionality, while improving the image and credibility of the
RIM staff as a whole. Guides and other staff members should also be issued with name
badges identifying themselves and the role that they play.

5.6. The RIM tour should be personalised with small groups

Respondents expressed a desire for personalised tours with smaller groups. However,
enquiries revealed that it would be impracticable to satisfy this request. It is therefore
recommended that the scheduling of existing tours be modified to reduce visitor
concentrations in sensitive areas. This would give the impression of smaller groups,
without reducing the number of visitors that the island can accommodate on a daily basis.

5.7. Free maps of the RIM

Visitors indicated they would like to receive free maps of the RIM. This is currently not
feasible owing to cost constraints, but would be feasible if suitable sponsorships were
found.

5.8. Free pamphlets

Various pamphlets are made available through a number of outlets, such as information
centres. However, pamphlets are not distributed on the museum, and it would be advisable
to make this source of information available.

5.9. Tourists able to sit in and walk around Nelson Mandela’s cell

Tourists expect to be able to enter the cell and explore it. Because tour groups are very
large, this is not feasible. It is therefore, recommended that this should be made into a
marketable feature of specialised private tours.

5.10. Unstructured time to explore the RIM

Respondents feel that too little time is allocated for free time, in which they would have
the opportunity to explore the areas of the RIM which interest them the most. The tourists
could be accommodated in this respect by allocating a set amount of time for their own
leisure.

5.11. Restaurant facilities on the RIM

From the findings, it is clear that respondents expect restaurant facilities on the RIM. It
is recommended that a small restaurant be created on the RIM, perhaps making use of the
currently underutilized prison kitchen facilities. This would impact on the leisure time
made available for tourists to undertake any activities that they desire, again highlighting
the need to make this unstructured time available.
166 N. Phaswana-Mafuya, N. Haydam / Museum Management and Curatorship 20 (2005) 149–169

The Tourism Research Unit of the Cape Peninsula University of Technology (which
sponsored the research and was in charge of the research) presented the above-mentioned
recommendations to the RIM management committee early in 2000 for possible
implementation. The RIM management committee did not commit themselves as to
whether or not they would implement the recommendations. Subsequently, the Cape
Metropolitan Tourism (2004) conducted follow-up research in order to determine whether
there have been subsequent improvements with the RIM’s facilities and services. The
study revealed two further aspects of the RIM since 2000, namely the incidence of visits to
the tourism facility and the rating of service levels of the RIM as a tourist facility by
domestic and international tourists. Table 13 depicts the service level ratings (done on a
0–10 point scale and then converted to percentages) of the RIM by domestic tourists.
Ratings of the Table Mountain Aerial Cableway, which was consistently one of the top
three tourist attractions in Cape Town in terms of service level ratings since 2000, is
provided as a benchmark. The overall mean of all tourist facilities rated was also extracted
from various reports to provide further evidence. The study revealed that, since 1999 a
smaller proportion of domestic tourists visited the RIM on their vacation to Cape Town,
dropping marginally from 18.5 to 17.1% over a 5-year period. More interesting is the fact
that the service levels of the RIM as perceived by domestic tourists dropped by 5.3% since
2000. However, this figure must be seen in the context of other tourist facilities. Hence,
compared to the overall mean of all tourist facilities rated in Cape Town, the service levels
of the RIM dropped from C4.4% in 2000, to K1.4% below the overall mean in 2003. This
equates to a net drop of 5.8%. Compared with the Table Mountain Aerial Cableway, the
service level gap widened from K3.3% in 1999, to K9.2% below the top performer in
2003. Similar patterns occurred with regard to the international tourist. Table 14 depicts
the service level ratings of the RIM by international tourists. Although the proportion of
Table 13
Domestic tourists service level ratings of RIM from 2000 to 2003

Category 2000 (%) 2001 (%) 2002 (%) 2003 (%) % Change year on year
(%)
Robben Island 86.1 82.2 83.0 80.8 K5.3
Top performer: the 89.4 86.1 90.1 90.0 C0.6
table Mountain Aerial
Cableway
Overall mean (%) of 81.7 80.9 82.0 82.2 C0.5
all tourist facilities
rated in Cape Town
% Difference to over- C4.4 C1.3 C1.0 K1.4 K5.8
all mean
% Difference to top K3.3 K3.9 K7.1 K9.2 K5.9
performer
Proportion of domestic 18.5 14.9 14.9 17.1 K1.4
tourists visited Robben
Island

Source: Cape Town Convention Bureau (2004), Cape Town Trends and Outlook 1999–2003. p. 38. Service
ratings were extracted from various documents compiled by the Cape Metropolitan Tourism tracking studies
since 2000.
 N. Phaswana-Mafuya, N. Haydam / Museum Management and Curatorship 20 (2005) 149–169 167

Table 14
International tourists service level ratings of RIM from 2000 to 2003

Category 2000 (%) 2001 (%) 2002 (%) 2003 (%) % Change year on year
(%)
Robben Island (%) 86.1 83.2 83.2 84.1 K2.0
Top performer: the 92.8 89.9 90.3 93.9 C1.1
table Mountain Aerial
Cableway
Overall mean (%) of 81.9 80.6 81.3 84.3 C2.4
all tourist facilities
rated in Cape Town
% Difference to over- C4.2 C2.6 C1.9 K0.2 K4.4
all mean (%)
% Difference to top K6.7 K6.7 K7.1 K9.8 K3.1
performer (%)
Proportion of inter- 13.2 22.3 23.5 25.4 C12.2
national tourists vis-
ited Robben Island

Source: Cape Town Convention Bureau (2004), Cape Town Trends and Outlook 1999–2003. p. 37 Service ratings
were extracted from various documents compiled by the Cape Metropolitan Tourism tracking studies since 2000.

international tourists who visited the RIM showed a proportional increase in visitation by a
C12.2% change year-on-year to 25.4% in 2003, its service levels experiences also
dropped, as in the case of domestic tourists since 2000. Compared to the overall mean of
all tourist facilities rated in Cape Town, the RIM service ratings dropped from C4.2% in
2000, to K0.2% below the overall mean of all tourist facilities rated in 2003. When
compared to the top performer, the Table Mountain Aerial Cableway, the difference in the
service level gap widened from K6.7% in 2000 to K9.8% in 2003. With an overall drop in
service levels by both domestic and international tourists to the RIM, the recommen-
dations presented in this article should be seriously considered.

6. Concluding remarks

According to the results of this study, it can be concluded that a heritage and museum
site like the RIM has great potential for increasing the number of travellers interested in
cultural tourism, both nationally and internationally. This would have the economic
multiplier effect for South Africa as a whole, in the form of employment and wealth
creation opportunities. Not only are the results of the current study useful for South
African tourism development, but they also provide lessons and insights for other
destinations worldwide. The fact that South African culture consists of African, Asian and
European traditions links it to the rest of the world. The rich and diverse traditions of South
African culture and heritage, and their contribution to the development of world culture,
are universally recognised (Department of Arts, Culture and Heritage, 1996). This study
provides reliable and comprehensive information upon which to base policy formulation
and programme design. It is important that replications of studies such as this one be
undertaken with other museums as units of analysis, using larger and more randomly
168 N. Phaswana-Mafuya, N. Haydam / Museum Management and Curatorship 20 (2005) 149–169

generated samples, as the findings reported here are limited by both the size of the sample
and its nature. Future research could also improve the reliability of the findings by
conducting longitudinal studies.

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Dr Phaswana-Mafuya (PhD), the National Research Foundation’s Y2 rated researcher, pioneered and
headed the Centre of Excellence in Leisure and Tourism Research Unit at Border Technikon from June 2001
to December 2004. She has contributed two chapters in the book called ‘Event Management: a professional
and developmental approach’, published by Juta Academic in January 2005. Dr Phaswana-Mafuya has also
published numerous articles in peer-reviewed journals, both nationally and internationally, and has also
presented papers in local and international conferences. She has recently (January, 2005) joined the Human
Sciences Research Council in Cape Town, South Africa, as a Chief Research Manager.

Norbert Haydam is the Head of the Tourism Research Unit and a lecturer in Marketing Research at the Cape
Peninsula University of Technology (South Africa). He has written a number of academic papers and was
awarded the best paper in research methods at the 1994 American Marketing Association (AMA) Summer
Marketing Educators Conference in San Francisco (California-USA). He has run a successful marketing and
tourism research consultancy since 1994 and is currently studying towards his PhD in business tourism.