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NICHE FORMS OF TOURISM IN SOUTH AFRICA
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Proceedings of International Scientific Conference Tourism for Sustainable F
Veliko Tarnovo/Sofia, Bulgaria, 18-19 May 2023
NICHE FORMS OF TOURISM IN SOUTH AFRICA
Danie Ferreira1
Nelson Mandela University, South Africa
Abstract: Tourism is one of the most specialised and segmented industries in the world. Tourism is driven
by individual needs and motivations of tourists to travel. Thus, trends in the tourism industry are ever changing.
Therefore, tourist destinations must differentiate themselves from their competitors to remain relevant and
competitive. To achieve this, tourist destinations should focus on niche tourism, to enhance their product offering.
Thus, the aim of this paper is to identify and discuss niche forms of tourism in South Africa. By identifying these,
it may have the potential to aid tourism growth in the country. Secondary data analysis was used to discover the
niche forms of tourism in South Africa. To eliminate research bias, data was only sourced from official tourism
stakeholders in the country. The paper discussed township tourism, paleo-tourism, and wine tourism as some forms
of niche tourism in South Africa. Thus, to attract more tourist to the country and stimulate industry growth, tourism
destination marketers should use these niche forms of tourism as their main selling points in their marketing
campaigns.
Keywords: Niche, South Africa, Tourism
INTRODUCTION
The global tourism industry has progressed through the years into one of the most
differentiated, tailored and specialised industries (Weidenfeld, 2018). To remain relevant tourist
destinations must adapt quickly in this rapidly changing industry (Revfine, 2023). Thus, it is
imperative that tourist destinations marketing their forms of tourism in which they excel in, so
they can distinguish themselves from other destinations (Mcloughlin, 2022). Different types or
forms of tourism development that exist at destinations are influenced by the multitude of
reasons and motivations for travel and the resources available to them (Miceli, 2023). A niche
form of tourism is considered a specific market segment, usually a well-defined product, that
can be tailored to meet the interests of the tourist (Getz, 2007). Niche tourism can help to
diversify the tourism economy by creating new markets (Toften & Hammervoll, 2010). In
addition, there is an increased focus on niche products and services in the global tourism
industry (Santos, Ramos & Sousa, 2021). Furthermore, niche tourism generally has greater
growth potential than mainstream tourism (Huh & Singh, 2007). Thus, to improve the potential
1
Danie Ferreira, Senior Lecturer, PhD, Faculty of Business and Economic Sciences, Nelson Mandela
University, South Africa, email: danie.ferreira@mandela.ac.za, ORCID 0000-0003-3337-3164
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Veliko Tarnovo/Sofia, Bulgaria, 18-19 May 2023
growth of tourism in South Africa, it is essential to determine the niche forms of tourism in the
country. The aim of this paper is to identify and discuss niche forms of tourism in South Africa.
METHODOLOGY
The paper is considered basic research in the form of theoretical research. The paper is
thus, qualitative in nature as secondary data was used to discover patterns in the findings. The
rational for using secondary data was to analysis existing knowledge on the subject matter and
combine these into a more contextualised format and establish if further research is required
(Crouch & Housden, 2012). Internet sources were used to enhance and verify the research.
Prescott (2008) cautions against research bias in the compilation of patterns of internet research.
Research bias was eliminated by focusing on data from official stakeholders of the tourism
industry in South Africa. It should be noted that this paper forms part of a larger study that
focuses of destination competitiveness. This paper will only focus on three of the niche forms
of tourism identified from the findings namely, township tourism, paleo-tourism, and wine
tourism. The rationale was to limit the mere size of the findings and discussion section of this
paper.
FINDINGS AND DISCUSSION
Several South African Tourism stakeholders (Brand South Africa, 2012; South African
Government Online, 2016; South African Tourism, 2023) mentions township tourism, paleo-
tourism and wine tourism as some forms of niche tourism in South Africa. These forms of niche
tourism will each be discussed in general and then in a South African context.
TOWNSHIP TOURISM
tourist experience that comprises of visiting urban areas chara
2012). According to Naluyaga, (2013), townships are places in urban areas where an estimated
one billion people in the world lived in 2013 and the number is expected to double by 2030 due
to increased rural-urban migration. The largest township areas in the world include Neza-
Chalco-Itza in Mexico, Orangi in Karachi, Dharavi in Asia, Khayelitsha in Cape Town and
Kibera in Nairobi (Chege & Mwisukha, 2013). Guided township tours are becoming
increasingly popular in the cities of the developing countries and emerging nations. Township
tours are offered on a big scale in the metropolis of the Indian cities of Calcutta, Mumbai and
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Veliko Tarnovo/Sofia, Bulgaria, 18-19 May 2023
Delhi, in Rio de Janeiro in Brazil and within the South African cities of Johannesburg and Cape
Town (Rolfes, Steinbrink & Uhl, 2009). Over and above, films like Slumdog Millionaire
(Mumbai), City of God (Rio de Janiero), and District 9 (Johannesburg) that portray township
life, have become international blockbusters. The so-called slum tourism in countries such
as Brazil and India have become a serious income generator, to the extent that international
conferences are regularly held to further promote slum tourism to develop to its full potential
(Ma, 2010).
Township tourism in South Africa only developed after the democratic elections of 1994
(Ramchander, 2007), when townships were identified as sites of political conflicts that can
numerous townships located on the outskirts of all major cities in all nine provinces of the
country (Ramchander, 2007). A large number of township tours take place in the Johannesburg
and Cape Town regions and have become a lucrative tourism product for tour operators (Vos,
2015). Based on ethical grounds, this form of niche tourism is however controversial and is
heavily criticised in popular media (Steinbrink, Frenzel & Koens, 2012). While there are
inherent ethical concerns with tourism to economically deprived areas such as townships
(Rolfes, 2010), township tourism has been credited with giving pride to people whose local
culture has long been ignored, as well as providing an additional source of income to residents
(Maliepaard, 2010). Possibly more important than the economic benefits, is that township tours
opens the eyes of tourists to the reality of the living conditions of much of the South African
population, and the urgent need for its amelioration (Vos, 2015). At the same time, it shows
tourists a place not just full of poverty and strife, but also full of energy, culture and hope for
the future (Ma, 2010).
PALEO-TOURISM
Paleo-tourism promotes archaeological sites which allow people to retrace history
(Inkson & Minnaert, 2012:37). According to Haliland, Walrath, Prins and McBride (2008),
travelling around the world to visit early fossil sites and visiting museums housing original
fossils are becoming increasingly popular. Sites that are rich in archaeological value are
perceived to attract visitors from around the world. Furthermore, Bondesio (2009) argue that
paleo-tourism is becoming an important niche market for countries to explore. Paleo-tourism is
of significant importance to the African continent as it is speculated that everyone in the world
descends from Africa and that remnants indicate that the human race originated within the
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this theory, modern humans originated in Africa and started to disperse through the world
approximately 100 000 to 150 000 years ago (Armitage, Jasim, Marks, Parker, Usik &
Uerpmann, 2011).
South Africa boasts numerous sites of great archaeological significance (South African
Government Online, 2016)
looking at the archaeological sites. The most important Paleo-tourism sites are The Cradle of
Mankind (Sterkfontein Caves). It consists of the Sterkfontein Caves and the Maropeng Visitors
Site. The Cradle of Humankind is situated in the region of Sterkfontein, Swartkrans, Kromdraai
and environs, and has one of the world's richest concentrations of hominid fossils, evidence of
human evolution over the last three and a half million years. The Cradle of Humankind was
declared a World Heritage Site by UNESCO in 1999. The remains of ancient forms of animals,
plants and hominids are captured in a bed of dolomite deposited two and a half billion years
ago (Alexander, 2016). Dr Robert Broom discove -
fossilised foot of a hominid who had lived roughly four million years ago (Joyce, 2004). This
shift South Africa to the forefront of human evolution (Balter, 2014). In the Swartkrans Caves,
the earliest-known deliberate use of fire has been dated back to around one million years and at
-tooth cats were found in a pit that had trapped the
animals. Their fossils date back to the same time.
In 2009, The Cradle of Mankind consisted of around 40 different fossil sites, thirteen of
which had been excavated. In November 2013, more than 1,200 specimens of a presently
unidentified fossil hominin species were recovered in a previously unexplored area of the
Rising Star/Westminster Cave System. In September 2015, there was the announcement of a
new species of human relative, named Homo Naledi, found within the Rising Star/Westminster
Cave System. Most remarkably, besides shedding light on the origins and diversity of the
human genus, Homo Naledi also appears to have intentionally deposited bodies of its dead in a
remote cave chamber, a behaviour previously thought limited to humans (Berger et al., 2015).
eng Visitors
Centre was developed to provide visitors with an overview of the significance of the area as
well as the story of human development. The exhibitions are based on the ground-breaking
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hominid fossil discoveries at the nearby Sterkfontein Caves and at the other archaeological sites
on the 47000ha Cradle of Humankind in the Magaliesburg.
WINE TOURISM
Wine tourism is defined as the development and marketing of wineries and wine estates,
as tourist attractions, to taste and see how they make wine (Getz & Brown, 2006). Tourists who
engage in wine tourism are often a mix of domestic- and international tourists representing
demographics such as a relatively high socio-economic level in terms of education, income and
profession. In terms of psychological motivations, the wine tourist can be classified as someone
who has a desire to taste wine and experience the geographic space where the wine is produced
(Bruwer & Lesschaeve, 2012). Charters and Ali-Knight (2000) suggest that the wine tourism
experience can be provided in various ways, the most prominent being events and festivals,
cultural heritage, dining, hospitality, education, wine tasting and winery tours. Thus,
contemporary wine tourism is conceived as more than a perfunctory visit to wineries or
vineyards to purchase or drink wine (Asero & Patti, 2011). The range of destination benefits
believed to attract tourists to visit wine regions and wineries spans across wine products to
expanded winery experiences and other tourism and hospitality features that can support and
sustain this tourism region. Consequently, the phenomena of wine tourism on a global level are
fast growing and considered to be a big incentive to economic and social development in rural
areas. Wine tourism is both beneficial to the wine- and tourism industry as wine tourism
provides a reasonably low-cost direct distribution channel for wine sales and wine-associated
products (Riguccio, Tomaselli, Carullo, Verde & Russo, 2017).
vineyards planted in the 1650s and wine being produced since (Williams, 2022). Stellenbosch
is the wine capital of the region (Van Zyl, 2014), and the first official wine route was established
in 1971 (Preson-Whyte, 2000). The wine routes of South Africa can be found mainly in the
2014). Wine routes are also available in the Northern Cape, the South-eastern Free State and as
far as the midlands of KwaZulu-
still considered to be in the developmental stage (Van Zyl, 2014), the success of the more
m and wine industry
can compete globally and attract a larger market share of the fast-growing global wine loving
travel market (Destinate, 2017). Wine tourism has evolved in the country and offers
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individually toiled tours to meet the needs of the tourist or tour group (Wine Paths, 2023).
Booysen (2019) assert that wine tourism is of significant value to the South African tourism
Ottenbacher, Marlowe, & Siguda (2019) findings conclude that tourists describe wine tourism
in South Africa as being a memorable delight enticement to the country.
CONCLUSION
The aim of this paper was to identify and discuss niche forms of tourism in South Africa.
The findings discussed township tourism, paleo-tourism and wine tourism as some of the niche
form of tourism in the country. South Africa has the potential to be a very competitive tourist
destination as the country is rich in history, culture, natural beauty and world class tourist
attractions and facilities. However, if these are not maintained and correctly marketed, the
country can face a decline in tourist arrivals. The paper established that tourists in general are
more drawn to destinations which offer niche forms of tourism over those that focus on mass
tourism. The era of the one size fits all approach to tourism has burst at its seams and is starting
to unravel. The industry is evolving and so are the needs of the tourist. It is thus imperative that
stakeholders in the tourism industry monitor these changes and design travel and tourism
products that are differentiated, and tailor made to stimulate economic gro
tourism industry. It is recommended that niche forms of tourism in South Africa should be one
of the main selling points the country utilises in its marketing campaigns.
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