SEGMENTING TOWNSHIP RESIDENTS BY THEIR ATTITUDES, BEHAVIOURS, AND OPINIONS TOWARDS RESPONSIBLE TOURISM PRACTICES

Abstract

This article departs from the premise that the immense social and economic value that the tourism industry has in South African townships calls for a need to encourage responsible tourism behaviour among local residents. Responsible tourism behaviour is behaviour that seeks to minimise the negative impacts of tourism and maximise the positive impacts on the socio-cultural, economic, and ecological environment. Minimising the negative tourism impacts is important since these may have implications for the future growth and development of the tourism sector. The aim of this study was to segment residents in a South African township by examining their attitudes and behaviour towards responsible tourism practices. Three hundred respondents completed a self-administered questionnaire. A statistical analysis using paired comparison revealed that certain behaviours of residents differ when they are at home and when they are travelling. The results revealed that residents are aware of responsible tourism practices such as waste reduction and the mindful use of water and electricity. However, it is concerning to note that when travelling, residents’ use of water and electricity differs significantly from when they are at home. This could be because when travelling, they are not liable for the financial implications regarding the amount of water and electricity used. This study could assist communities and different tourism organisations and associations to develop awareness campaigns that encourage people to be more environmentally responsible when travelling.

Keywords

• responsible tourism
• township
• segmentation
• behaviour
• south africa