Model 4: Qualitative and Quantitative Methods are used equally
5.4 RESEARCH DESIGN
5.4.1 Research sample design, sampling and sample size
The research sample size was calculated using the Research Advisors Requires Sample Size Calculation (Research Advisors, 2006). The research sample for the study is taken from the population of KwaZulu-Natal which has a total population of nine million nine hundred and twenty four thousand (9 924 000 million) drawn from the 2001 census, Statistics South Africa (SSA, 2001). Polit et al. (2001:233) defines population as the entire aggregation of cases that meet a specified set of criteria.
Polit et al (2001:234) further assert that sampling involves selecting a group of people, events, behaviours or other elements with which to conduct a study. In addition, Burns & Grove (2001:366) describe sampling criteria as the characteristics essential for membership in the target population. According to Polit et al (2001:325) the sampling criteria are developed from the research problem, the purpose of the study, the conceptual and operational definitions of the study variables and design.
The sample design and sample size of this study was derived from a careful consideration of characteristics of organisations that needed to be members of the sample. The sample design was also informed by the operational and conceptual definitions of the study as discussed in chapter one. The vast literature review also provided a direction of which organisations to involve in the sample.
The total sample size of this research study was one thousand three hundred and twenty (1320) respondents, which was calculated from a KwaZulu-Natal population of 9 924 000 million with a confidence level of ninety nine percent (99%) with a margin of error or degree of confidence of three and a half percent (3.5%). The same sample 1320 respondents was distributed into eleven (11) district municipalities of KwZulu-Natal, where each municipality was expected to provide 120 respondents.
The estimated sample size of 1320 was found to be sufficiently near the quotient of 1354 which was calculated using the sample size determining formula provided by
144
the Research Advisors (2006), accessible on line. The sample size of 1320 was acceptable given the level of confidence of 99% (Research Advisors, 2006).
One hundred and twenty (120) questionnaires were distributed to each district municipality, anticipating that there would some non-returns in some places. A substantial number of questionnaires totalling eight hundred and ninety (890) were returned by community respondents. In addition, another total of sixty six (66) professional or stakeholder respondents were returned from various municipalities. It must be noted that in all situations responses were fewer than 120 for each district municipality for both categories. The distribution of the sample from the community and stakeholders is presented in Table 5.1 and provides a comprehensive picture of how the sample of respondents was distributed in the study area.
TABLE 5.1: SAMPLE DISTRIBUTION FOR THE COMMUNITY AND STAKEHOLDERS
DISTRICT MUNICIPALITY
QUESTION- NAIRES DISTRIBUTED
QUESTIONNAIRES
RETURNED PERCENTAGE OF QUESTIONNAIRES
RETURNED Community Stakeholder
Amajuba 120 50 05 4.2%
Ethekwini 120 100 06 8.0%
Ilembe 120 36 05 3.1%
Sisonke 120 36 05 3.1%
Ugu 120 107 06 8.6%
UMgungu-
ndlovu 120 71 08 6.0%
UMkhanya-
kude 120 107 09 8.6%
Umzinyathi 120 116 07 9.3%
Uthukela 120 89 05 7.1%
UThungulu 120 62 05 5.0%
Zululand 120 116 05 9.2%
TOTAL 1320 890 66 72.0%
145
As shown in Table 5.1, the sample of community respondents and tourism stakeholder respondents, responsible either for tourism policy formulation, planning or development were shown as a total 956 respondents (890+66). These 956 respondents are equivalent to a 72.4% response rate, which is relatively high for the statistical response value. The sample of tourism stakeholders incorporated provincial government officials, public entity officials responsible for tourism, research, as well as chairpersons of Community Tourism Organisations, officials of municipal development agencies and members of the tourism coordinating structures. Table 5.2 shows the distribution of tourism stakeholders included separately in the main sample.
TABLE 5.2: THE SAMPLE CATEGORY OF TOURISM STAKEHOLDERS
SAMPLE DESCRIPTION NUMBER
INTERVIEWED
Public Sector Provincial Department 10
Municipalities 20
Public Entities Tourism KwaZulu-Natal 02
Community Tourism
Organisations (CTO) Municipality endorsed CTOs 08
Development Agencies Municipal agencies 03
Tourism Coordinating Structures
Coordinating structures established by the
province as per WPDPTKZN (1996) 20 Development Finance
Institutions
Public funded and commercial banks
responsible for financing tourism 03
TOTAL 66
The tourism stakeholders in this study were carefully selected according to the role they play in the tourism industry within KwaZulu-Natal. These stakeholders are part of the institutional framework that is responsible for tourism policy, planning, development, financing and management within the study area. Interviewing each of the targeted tourism stakeholders provided valuable insights and perspectives on
146
how the tourism industry is shaped in KwaZulu-Natal. A comprehensive analysis of these stakeholders is given below to provide more insight into each of them.
5.4.1.1 Public Sector
The public sector included the KwaZulu-Natal Department of Economic Development and Tourism, and eleven district municipalities. The stratified random sampling method was used for the public sector given the vast number of municipalities and expansive distances between them. The sample targeted the head of department for the provincial Department of Economic Development and Tourism, Deputy-Director Generals, General Managers as well as tourism managers from district municipalities. This process ensured that data collected represented high profile decision-makers and future strategic thrusts governing planning, coordination, management and development of tourism in KwaZulu-Natal with regard to the tourism plans already in the pipeline for the province of KwaZulu-Natal.
5.4.1.2 Public entities
There is a myriad of public entities dealing with different aspects of tourism in the province of KwaZulu-Natal. Some of the public entities are agencies of the Department of Economic Development and Tourism in the province whilst others are entities from provincial departments supporting certain aspects of tourism, and others are national departments’ agencies advancing the national agenda of tourism development in South Africa. KwaZulu-Natal Tourism Authority trading as Tourism KwaZulu-Natal was targeted in the study as it is the public entity of the Department of Economic Development and Tourism mandated by legislation to deal with tourism development and marketing in the province of KwaZulu-Natal (KwaZulu-Natal Tourism Act, 1996). In addition, some Tourism Municipal Agencies were also used.
5.4.1.3 Community Tourism Organisations
There are fifteen (15) Community Tourism Organisations (CTOs) registered with the Department of Economic Development and Tourism in the province of KwaZulu-Natal which are fully endorsed by their municipalities (DEDT, 2010c). The CTOs were targeted to investigate the extent to which tourism at a community level is coordinated and what challenges are experienced at a community level. The CTOs
147
were also involved in the sample to solicit information on how the private sector is involved in tourism policy development and planning in KwaZulu-Natal and how the prevailing tourism policies affect the tourism industry on the ground. The community tourism organisations were represented by recognised tourism associations at a municipality level. A sample of eight (8) CTOs was selected throughout the province of KwaZulu-Natal.
5.4.1.4 Development Agencies
Some municipalities in KwaZulu-Natal have established Development Agencies to develop, amongst other things, tourism within the jurisdiction of their respective municipalities. The Chief Executive Officers of the Development Agencies and senior tourism officials of the development agencies were interviewed to ascertain to what level their tourism development plans and activities are aligned to the provincial plans and how these address the general enhancement and competitiveness of tourism in KwaZulu-Natal to make the province a preferred tourist destination.
5.4.1.5 Tourism Coordinating Structures
The province of KwaZulu-Natal has a number of legislated tourism coordinating structures enshrined in the policy on Development and Promotion of Tourism in KwaZulu-Natal (2008). The targeted coordinating structures included the Provincial Tourism Committee (PTC) chaired by the MEC for Economic Development and Tourism in KwaZulu-Natal, the Provincial Tourism Forum (PTF) chaired by the Chief Executive Officer of the provincial Destination Management Organisation, Tourism KwaZulu-Natal; five District Tourism Forums (DTFs) chaired by the District Mayors;
three Local Tourism Forums (LTFs) chaired by Local Municipality Mayors. A total of twenty (20) members of the tourism coordinating structures, both at a provincial and municipal level were interviewed to ascertain the composition, relevance and effectiveness of the existing tourism coordination structures in KwaZulu-Natal.
5.4.1.6 Development Finance Institutions (DFIs)
There are various Development Finance institutions based in KwaZulu-Natal that provide development finance to the tourism industry. Ithala Development Finance
148
Corporation which is an entity of the Department of Economic Development and Tourism was interviewed to ascertain to what extent this organisation funds tourism related enterprises and to solicit information on challenges experienced in funding the tourism industry. The Independent Developemnt Corporation (IDC) was interviewed as a national development finance institution to ascertain how the prevailing legislation in KwaZulu-Natal provides an enabling environment for tourism funding and the tourism industry to flourish. The Tourism Enterprise Partnership (TEP) which is a national institution with offices in KwaZulu-Natal, was also interviewed to establish to what extent is this institution funding the tourism industry in KwaZulu-Natal, and to find out if there are inherent challenges caused by the tourism policy and legislations of KwaZulu-Natal in providing finance to the tourism industry in the province.