Umkhosi weLembe as a potential tourism promotion strategy in KwaDukuza, KwaZulu-Natal, South Africa
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Date
2021
Authors
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Journal ISSN
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Publisher
University of Zululand
Abstract
UMkhosi weLembe is the popular cultural event both in KwaDukuza Local Municipality
and the KwaZulu-Natal Province. Despite, there is paucity of literature on the
strategies and their effectiveness in promoting and sustaining uMkhosi weLembe.
Having identified this literary gap, the present study was aimed at establishing the
potential of the uMkhosi weLembe event, which is a cultural and community initiative,
for promoting tourism in KwaDukuza. The researcher viewed cultural events as
potential strategy for the promotion of tourism to be predicated upon the social
exchange theory based on its theoretical perspective and alignment. A mixed methods
approach was followed for the collection and analysis of the data. Quantitative data
were collected by means of a survey questionnaire and the responses were analysed
using the Statistical Package for the Social Sciences (SPSS version. 27 software).
The software enabled the researcher to run statistical analysis to test the reliability of
the survey questionnaire and to generate frequency tables, graphs, and charts to
present the data and discuss the findings based on the objectives of the study.
Qualitative data were collected by means of interviews using an interview schedule
and the data were analysed by means of content analysis. This method enabled the
researcher to identify common trends in the responses and the respondents’
perceptions and views regarding the topic under investigation could thus be
determined so that valid conclusions could be drawn. The results that emerged from
the data analysis process were then interpreted to make meaning of the participants’
views regarding issues related to the chosen topic.
The first objective of the study was to establish if there were strategies in place that
promote tourism through the UMkhosi weLembe event in KwaDukuza. The study
revealed that various strategies had been introduced by means of the uMkhosi
weLembe initiative to promote tourism in the study area. However, the community in
the study area was unaware of the strategies, which made the potential for their
sustainability to remain questionable. The second object of the study was to establish
if existing policies effectively guided tourism promotion in KwaDukuza. It was found
that various policies guided tourism promotion in the KwaDukuza Local Municipality.
Notwithstanding, the study suggests that those who are part of planning, organising,
and implementing tourism policies need to conduct regular monitoring and evaluation
campaigns or surveys to assess the effectiveness of these policies on the intended
audience. The third objective of the study was to examine the factors that might enable
the uMkhosi weLembe event to become a viable tourism promotion strategy in
KwaDukuza. It is suggested that the KwaDukuza Municipality has great potential for
attracting both international and domestic tourists due to its amenities and attractions.
It also transpired that safety protocols were observed during the uMkhosi weLembe
festivities, particularly as police officers’ visibility and the warm hospitability of the
inhabitants of the study area were noted. The fourth objective of the study was to
explore the local community’s perceptions of the uMkhosi weLembe event in the
KwaDukuza. It was apparent that the local community of KwaDukuza had a positive
attitude towards the uMkhosi weLembe event. The study found that the local
community and community leaders attended uMkhosi weLembe and that local
businesses benefited from the event. It was evident that community leaders
participated actively in uMkhosi weLembe planning and management processes on
behalf of the community. However, a problem that was identified was that these
community leaders did not share their insights and plans with the inhabitants they
represented. It was clear that uMkhosi weLembe was perceived by the community as
a sacred traditional and cultural event and that it has the potential to become a
powerful strategy for tourism promotion in KwaDukuza as it attracts visitors from
various areas. Attendees of the uMkhosi weLembe event seemed to be attracted
mainly by its cultural appeal as visual displays and live performances evoked a sense
of belonging and cultural pride. However, the COVID-19 pandemic had a devastating
impact on the event and this limited the thickness of the data that could be generated.
The study concluded that the uMkhosi weLembe event has the potential to become a
viable strategy for promoting tourism in KwaDukuza. However, when the theoretical
underpinning of the study is taken into consideration, the low level of community
awareness of the strategies and policies in place to promote uMkhosi weLembe
compels the recommendation that community outreach campaigns should be
launched to assess the concerns of community members regarding uMkhosi
weLembe and to address their recommendations. Clearly, the effectiveness of existing
policies should be enhanced as only then will the intended purposes of this cultural
initiative be achieved.
Description
A thesis submitted to the Faculty of Humanities and Social Sciences in fulfilment of the requirements for the Degree of Master of Arts in the Department of Recreation and Tourism at the University of Zululand, South Africa, 2021
Keywords
Umkhosi weLembe, Tourism promotion strategy, KwaDukuza