5.2.5 Limited Capacity of Local Communities
Much like that of the understanding and perception by certain tourism businesses, many local communities do not have the training and education to involve themselves in the tourism industry. Their potential to benefit from this sector is thus limited.
The marginalised communities do not have the capacity to become actively involved in tourism ventures as they have little understanding of tourism and how to become involved. There have been attempts at getting the community more directly involved in tourism but little follow through with the communities occurred thus many of the ventures were not successful and did not get past the planning stages. The communities that are currently involved with tourism are as a result from partnerships with private businesses as they have benefited and learnt from the experiences and knowledge of the private businesses. With the aid and support of the private businesses, the communities now have the knowledge and skills to become more involved and benefit directly from tourism.
To engage the marginalised communities in tourism, it is important that they are supported in terms of skills and training. This could be through partnerships with the private sector or government support, so that the community can lead the process and have a more direct role in regulating and controlling tourism. The more involved a community is with tourism, the greater the benefits are for socio-economic development.
tourists.
Plate 4 -The Thousand HillsTourism Association Information Centre along the Old Main Road in Botha's Hill.
5.3.2 Support of the Local Community
It was noted that all spheres of the community support tourism and tourism development in the area although the understanding of tourismneeds to be enhanced as noted above. With the support of the community, the tourism sector can be expanded without the potential conflicts with the community.There is support for tourism due to the socio-economic benefits that can be received from tourism in the form of employment and increased income generating opportunities. It is however important that the support from the community,both in the western suburbs and in the Valley, is maintained by including them in decision making and processes with regards to tourism,proposals and developments in the area.
5.3;3 Support of Local Government
Much like the support of the local community,tourism is supported by local government and authority bodies at all levels. This is important as any expansion and future developments for the benefit of tourism will be supported at an institutional level. Thus little conflict between the tourism businesses and local government will result.
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The OWOE support tourism and the expansion of the tourism industry through the adaptations of the TP schemes. The TP schemes now accommodate home-based industries and take into account accommodation facilities, distinguishing between bed and breakfasts and guesthouses, and catering enterprises, also creating more definitive categories such as tea gardens, pubs and taverns. This therefore facilitates and supports the tourism sector as entrepreneurs are more easily able to apply for approvals and zoning. The Thousand Hills Association is governed by the OWOE and thus receives funding and support for the functioning of the Association.
The eThekweniMunicipality play a supportive role in terms of assisting with the sourcing of funding for proposals and facilitating with community involvement and participation. Tourism KwaZulu-Natal also supports tourism in the area through marketing and advertising the area in their promotions of the province. The growth of tourism in the area is therefore supported at all levels by the relevant authority bodies.
5.3.4 Strong Marketing Campaign
Since theinception and launch of the strategy to promote tourism in the OWOE Area,there has been widespread marketing, promotion and advertising of the area. This is essential for attracting potential tourists and advertising the area.Marketing the area is essential to make more people aware of the area and the attractions within it and has been undertaken by the Thousand Hills Association. This has been achieved through the publication of the brochure, in which all the affiliated members are advertised along the earmarked routes. The brochure is available free of charge from the information centres and affiliated members in the area. It was noted thatfor many of the members,the Association and their undertakings was their only form of advertising. The signage along the road and alongside affiliated businesses is also a form of advertising as potential tourists are attracted. The signs advertise the routes in the area and the affiliated members.
The establishment of the information centre at Botha's Hill has had a positive impact on it as this allows tourists to gain more information in planning their visit to the area and an opportunity for members to advertise in the centre. It also provides information for tourism in Durban, KwaZulu-Natal and South Africa.
The scope of marketing does not only include the published brochure and signage but other marketing campaigns have been directed at local and non-local newspapers,magazines,for example the Country Life and marketing at exhibitions and shows such as the Getaway Show.
The range of advertising and marketing is diverse considering the limited budqet for it and thus is promising for the future of marketing the tourism sector in the area.
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