Stakeholders, purposes and responsibilities: Avitourism in South Africa

Abstract

Avitourists are motivated by concern for their own physical and mental health in which outdoor activity is desirable. Many are involved due to interests in birds per se as well as photography. Avitourism is recognised as one of the fastest-growing outdoor activities. The DTI (Department of Trade andIndustry) reports that avitourism is worth in excess of $200 million (more than R2-billion) to the South African economy and is expected to grow. However, very scant attention has been provided to the relationships between various elements in the development of avitourism as an important tourism niche area in South Africa. From this perspective, the article discusses the role of involving local communities in supporting avitourism, and its influence on tourism in general, focusing on the synergistic relationship between these elements. The article has a conceptual analytical framework, and thus strives to analyse the role and contribution of avitourism in general economic development in especially rural areas in South Africa. It highlights the potential of avitourism as an economic activity that will contribute to the sustainable economic and social development of the country and also contribute to both environmental and cultural heritage preservation, while simultaneously ensuring the participation of the local communities and other stakeholders in the process. Another of the objectives of this article is to create a discussion regarding more dynamic approaches to avitourism promotion. To attain this objective, this conceptual paper relies on prior literature and logical reasoning to argue in favour of a more dynamic approach to avitourism in South Africa. Additionally, the study suggests how the proposed approach may be operationalised. On one hand, the article is anticipated to provide a theoretical contribution to enhance the body of knowledge on avitourism and on the other hand, the study will explore a potential paradigm shift in avitourism marketing practices.