The social sustainability of the Table Mountain cableway

Abstract

Social sustainability provides a meaningful approach for industry practitioners wishing to establish a platform to engage communities within enterprise development. It can be said that sustainability requires much more than environmental and fiscal achievements and, with an increased awareness of issues such as equity and power sharing, more corporates are incorporating their strategies in line with social responsibility values. This study therefore takes a closer look at how the Table Mountain Aerial Cableway Company, integrates this important concept of social sustainability in its business practices.

The tourism industry has in fact grown to such an extent that global economists estimate the progress of international growth at between three and six percent annually. However, this growth can only be measured when businesses take social responsibility factors into consideration.

According to the UNWTO (2011, p 1) UN Secretary-General, Ban Ki-Moon, opened the Fourth UN Conference on Least Developed Countries stating that the majority of: “…least developed countries (LDCs) are rich in resources. All have young and vibrant populations. These men and women need decent jobs, education, training, so they can make the most of their country’s assets - minerals and other commodities, farmland, rich stores of biodiversity and tourism potential”.

This study therefore focuses on current and future issues pertaining to socially sustainable tourism at the Table Mountain Aerial Cableway Company in Cape Town, South Africa. In addition, it presents solutions for reducing the negative impacts of tourism, whilst at the same time embracing the benefits of tourism for the area and its local communities.

The outcome of the study found that the Table Mountain Aerial Cableway Company added little value to social responsibility objectives. The company has made a significant effort in marketing their product through the mass media.

However, there is an overall corporate responsibility barrier. Much still needs to be done to ensure accountability for social responsibility issues, not just within this particular company, but also throughout the tourism industry.