Environmental Engineering Reference
In-Depth Information
operators did indicate that they were engaging in positive interventions in local
communities. These benefits ranged from economic upliftment through employ-
ment opportunities, to improved local infrastructure and support for education
and health and conservation initiatives (Spenceley, 2007). The perceived costs, as
well as benefits, of RTM were further confirmed by Frey (2007a) who examined
the CSR practices of 244 tourism businesses in Cape Town.
Van der Merwe and Wöcke (2007) conducted research into the level of
responsible tourism practices in the South African hotel industry.The focus of the
study was to uncover the level of understanding regarding CSR and what
practices from the Responsible Tourism Guidelines (DEAT, 2002) were being
implemented. Van der Merwe and Wöcke's findings revealed that, on average,
hotels were implementing 47 per cent of the economic guidelines, 45 per cent of
the social elements and 40 per cent of the guidelines encouraging general respon-
sible behaviour. A high percentage of the sample did not use CSR in their
marketing campaigns and had not set any measurable targets. It should also be
noted that the sample included a relatively high number of hotels that belonged to
associations promoting responsible tourism such as the Fair Trade in Tourism
South Africa (FTTSA) or had participated in the Imvelo Responsible Tourism
Awards (IRTA). As a result there was a bias towards businesses that were already
more aware and positively inclined towards CSR practices. Despite the potentially
elevated figures, results from both studies indicate a low and insufficient level of
transformation and RTM practices.
Frey (2007a) conducted a study into Cape Town tourism businesses to find
out what was causing the low levels of RTM practices. A conceptual model
(Figure 5.2) was developed to test the statistical relationships between manage-
ment attitude and its effect on business performance indicators (both financial
and non-financial). Expert interviews with various tourism stakeholders and
focus group discussions with tourism business managers from the accommoda-
tion, visitor attractions and hospitality sectors were carried out to deepen the
hypotheses and guide instrument design. In order to statistically test the model
and quantify results, a questionnaire was sent out to a database of 1,700 tourism
businesses in the Greater Cape Town region. A response rate of 14 per cent (244)
was achieved.
Frey found that the majority of the study sample (62 per cent) had 1 to 4
employees, with 70 per cent having been in business for 6 years or less (2007b,
p139). The sample profile was representative of the local tourism industry which
is dominated by young small, medium and micro enterprises (SMMEs). Several
authors (for example, Ashley, 2006; Ashley and Haysom, 2006; BEE Tourism
Charter and Scorecard, DEAT, 2005) have noted that non-compliance with the
transformation agenda may lead to stricter government legislation. For the many
SMMEs in the tourism sector, prescriptive legislation will prove to be a significant
burden, forcing many out of business, as has been shown in the financial services
sector (Ashley and Haysom, 2006). It is far more effective if the industry is left to
self-regulate. To communicate and substantiate the strategic business case for
RTM thus becomes imperative.
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