African Journal of Hospitality, Tourism and Leisure (Aug 2018)
Perceptions and activity profiles of Blue Flag beach users in South Africa.
Abstract
Eco-labels are an important tool within the tourism industry. They ensure effective management and aim to limit negative impacts on the environment by promoting sustainable development. The Blue Flag award is considered an internationally renowned eco-label that focuses on the sustainable management of urban beaches. The Blue Flag award requires the applicant to achieve high standards in four main criteria, namely: Environmental Management, Environmental Education and Information, Safety and Services and Water Quality. If an applicant applies and achieves the requirements of all four criteria, they are awarded Blue Flag status. Although the Blue Flag programme focuses on Beaches, Boats and Marinas; this research focuses entirely on only the Blue Flag beaches. The Blue Flag programme has been implemented in South Africa for 17 years within in three provinces, namely: Western Cape, Eastern Cape and KwaZulu Natal. Although the Northern Cape does have a coastline and beaches, there are no Blue Flag beaches in the Northern Cape. Coastal tourism is an essential part of South Africa’s GDP hence the need for eco-labels like the Blue Flag programme to attract tourists to the country. There has been no previous formal study to ascertain the preferences and reasons beach users select certain Blue Flag beaches to visit. This research aims to measure the preferences of beach users and the activities that are undertaken at Blue Flag beaches along the South African coastline. Although beach user preferences vary slightly according to province, the top three beach user preferences nationally showed to be clean beaches, the actual beach itself (sense of place) and water quality. All criteria are important and need to be achieved, it is recommended that coastal municipalities need to focus on ensuring good water quality and clean beaches. Blue Flag beach operators need to continue to collect data in order to better understand their beach users to fulfil their needs and improve tourist satisfaction.
