Perspective Chapter: Igniting Cultural Heritage Tourism as Potential to Benefit Rural Communities in the Zululand District, KwaZulu-Natal, South Africa

Abstract

Cultural sensitivity and cultural sustainability have been discussed in other fields but have not been clearly understood in the study of tourism and subsequently have not filtered through the strategies and policies that support cultural heritage tourism development. Studies on cultural sensitivity and cultural sustainability focus more on conceptualization, which leaves a gap in linking these concepts with cultural heritage product development, and beneficiation by local communities. The purpose of this chapter is to advocate that cultural sensitivity and cultural sustainability should be at the core of all efforts that are directed at igniting cultural heritage tourism using the R66 cultural heritage route, South Africa as a case study. Literature review was conducted to gather information that seeks to address the purpose of this discussion. The findings point to the necessity of partnerships and capacity building of all stakeholders involved in cultural heritage tourism development. Based on the findings, it is recommended that tourist destinations should adopt and implement strategies and policies that promote cultural sensitivity and cultural sustainability in stimulating cultural heritage tourism planning and development.

1. Introduction

Ignition of cultural heritage tourism is motivated by the need for the revival and stimulation of tourism after the devastation and slumber brought by various endogenous and exogenous shocks such as COVID-19, floods, looting, political instability, escalating crime, etc. that have negatively affected the tourism sector in South Africa. This chapter is focusing its attention in finding strategies for stimulating cultural heritage tourism along the R66 heritage route. During pre-COVID-19, cultural heritage tourism had already been identified as one of the rapidly growing subsets of tourism and an emergent competitive niche of the domestic and international tourism economy [1, 2, 3, 4, 5, 6, 7].

Rebuilding the tourism sector after the heavy blow of COVID-19 has become a priority across the globe as the tourism sector is gearing itself for a future that is sustainable and resilient to both endogenous and exogenous factors [8, 9]. While the urgency of rebuilding and positioning tourism destinations for the post-COVID-19 is understandable caution should be exercised not to engage in tourism development in a haphazard manner that may end up with detrimental outcomes to growth of the cultural heritage tourism. Utmost attention should be paid to the authenticity of cultural heritage offerings, and that these are presented in a manner that promotes cultural sensitivity and cultural sustainability.

This chapter advocates that cultural sensitivity and cultural sustainability should be at the core of all efforts directed at igniting cultural heritage tourism. Literature review was conducted in order to link cultural sensitivity and cultural sustainability with the ignition of cultural heritage for the benefit of local communities, such as those that reside along the R66 cultural heritage route, which traverses the Zululand district municipality in KwaZulu Natal province, South Africa.

2. The significance of igniting cultural heritage tourism for local economic development in the Zululand district municipality

Cultural heritage tourism is regarded as one of the local economic development strategies that cities, towns, and regions use to themselves using local resources and assets [10, 11]. As such cultural heritage tourism is perceived as representing development opportunities with a potential of contributing to local economic development and beneficiation for communities that have taken initiatives to invest in developing cultural heritage products [3, 12, 13, 14].

Along this line of thinking cultural heritage tourism has a potential to eradicate poverty, create jobs, and develop and benefit communities, especially those that are predominantly rural, such as the Zululand district municipality. Cultural heritage can, therefore, be used as one of the important ways of promoting destinations and help them recover from economic distress [15, 16, 17]. In addition to economic injection to the local economy, cultural heritage tourism also has other benefits such as (a) contribution to the enhancement of local communities’ esteem, (b) provision of opportunities for greater understanding between tourists and host communities, and (c) contribution to culture and heritage conservation and preservation [7, 18, 19, 20].

Recovering from the COVID-19 devastation has proved to be difficult, particularly to destinations that are predominantly rural, such as the Zululand district municipality. For these types of destinations, it is imperative to look for resources that are readily available to stimulate tourism development. The Zululand district municipality is blessed with a plethora of cultural heritage resources, which can be used for tourism development. Madden and Shipley [10] assert that cultural heritage and local economic development can be linked by using cultural heritage resources as a stimulus and a springboard for cultural heritage tourism.

Local communities are custodians of cultural heritage resources and assets that can be used to ignite cultural heritage tourism [5]. Communities are also owners of their culture, their way of life of societies, and their indigenous belief systems, practices, customs, behavior, attitudes, and values [21]. In the efforts to ignite cultural heritage, tourism culture and heritage should be considered as both resources and assets or determinants for local economic development. Sen [22] argues that there is a link between development and culture and the connection, which should be used for the benefit local communities. Along this line of thinking cultural heritage issues become critically important for development. Mpofu [23] argues that if development can be seen as an enhancement of the living standards of people, then efforts geared for development cannot ignore the culture of local communities. Mbakogu [24] also asserts that any development task would be unsuccessful if it is not embedded in the culture of local people and by extension their cultural heritage.

The attempts to ignite cultural heritage tourism within the Zululand district municipality post-COVID-19 should take into account current challenges and new possibilities that enhance opportunities for tourism development [25]. This means coming up with strategies of stimulating tourism that take into account new ways of tourism packaging and marketing, which integrate cultural sensitivity and cultural sustainability. The Zululand district municipality is heavily affected by poverty, inequality, and unemployment, which in the South is referred to as a triple challenge [26]. These challenges can be attributed to various exogenous factors, such as COVID-19, which led to the loss of jobs and closure of businesses, climate change resulting in floods, devastating storms, and drought, as well as general deterioration of livelihoods.

The Zululand district municipality prides itself with a rich diversity in cultural heritage attractions, and therefore local communities can benefit immensely from igniting cultural heritage tourism to address some of these challenges. The R66 cultural heritage route is one of the core cultural heritage products within the Zululand district municipality, which offers Zulu culture, heritage products, and experiences to domestic and international tourists. Attractions, along this route, include among others the Spirit of eMakhosini, the Zulu royal family homesteads known as uMgungundlovu, Enyokeni, KwaKhangela Makengana, etc. Different cultural events are held annually along this route such as Umbele wethu, Umkhosi wokweshwama, Umkhosi womhlanga (Umhlanga Reed dance), Umkhosi woswela, Indoni festival, etc. Igniting cultural heritage tourism will enhance opportunities for the establishment of small and medium enterprises (SMMEs), which will make a significant contribution to local economic development (Figure 1).

Figure 1.

A map showing the R66 Heritage Route in KwaZulu Natal, South Africa. Adapted from Wikimedia Commons. Accessed 21/07/2023.

Due to the pressure for economic recovery and resilience post-COVID-19, there is a need to use these attractions to ignite cultural heritage tourism, but in doing so it is imperative to establish the extent to which cultural sensitivity and cultural sustainability are integrated with product development and provision of services to tourists.

It should be emphasized that any tourism development should be done in a culturally sensitive manner that restores, protects, and promotes the authenticity of local cultures, customs, and values for the benefit of both local communities and visitors [27]. Integration of cultural sensitivity in cultural heritage tourism should, therefore, improve the quality of life for local communities, as well as enrich the experiences of the visitors through the provision of authentic products. Ivanovic [28] argues that cultural heritage tourism presents an opportunity for enrichment for both individuals and communities and an opportunity for different cultures to meet and mingle.

It is to this end that local communities, tourists, and all stakeholders involved in tourism development should explore the possibilities of tourism as a creative collaborative opportunity, where new cultural engagements and understanding can occur. This collaboration should present an opportunity for infusing of cultural sensitivity in the commodification and gentrification of cultural products.

Much as there is an urgent need to ignite cultural heritage tourism to address the livelihood issues of local communities, challenges that relate to the integration of cultural sensitivity are unavoidable. With the demand for cultural heritage experiences, there is also an increase in commodification and gentrification of cultural heritage, which may lead to the dilution and misrepresentation of local traditions and ways of life of local communities [29, 30, 31]. Nkwanyana [32] argues that cultural heritage resources and assets have a significant social, economic, and environmental value, which uplifts the community; however, the growing trend to sell heritage for cultural or heritage tourists has been connected with numerous practices that sometimes can lead even to the destruction of local heritage. Commodification often leads to the modification of authentic cultural practices. Modification of cultural activities, such as ceremonies, rituals, and disregard of the indigenous past, is a challenge, which cannot be ignored as it goes against the spirit of cultural sensitivity and corrodes not only the history but also the identity of the local communities.

Studies, in tourism, confirm that the community’s cultural identity is central to the representation of culture in tourism products and experiences [29]. Whenever the commodification of products happens, care should be taken to protect the cultural identities of local communities, as well as their traditional authentic values and meanings associated with cultural heritage assets of the local communities. All stakeholders that are responsible for tourism development should work closely with local communities to ensure that cultural and heritage resources and assets are protected and used in a way that ensures their perpetuity to the future [33, 34]. It is important to understand and acknowledge that it is not possible to develop cultural heritage products without the communities whose cultural heritage is being packaged and promoted for tourism purposes.

3. Culture and heritage as cornerstones for igniting cultural heritage tourism

Culture and heritage are resources and assets that are readily available to each community, which can be packaged as tourism products. Kumar [35] asserts that culture and heritage separate people of the world, thus making local communities unique with different experiences to offer to the tourists. This means each community has its own culture and heritage, which can serve as cornerstones for the stimulation of cultural heritage tourism. Many definitions have been attached to the concept “culture.” George [36] defines culture as those socially transmitted and distinct patterns of behavioral characteristics belonging to a particular social group, the complex whole including knowledge, belief, art, morals, law, customs, and any other capabilities and habits acquired by man as a member of a society. In support of this definition, Pop et al. [37] allude that culture includes the beliefs, values, practices, and aspirations of a society; the way in which values are expressed and applied concretely in the day-to-day life of that society and the processes and mediums through which the preservation and further transmission of values take place.

Heritage as a concept has also been defined in many ways, but what is common in these definitions is that they all include the elements of inherited past that people value [10]. Bessière [38] defines heritage as a process of bridging the past, the present, and the future and emphasizes that heritage in any form such as an object, a monument, an inherited skill, or a symbolic representation should be seen as an identity marker and a distinguishing feature of a social group. She considers heritage as “a reservoir of meanings necessary to understand the world.” Some studies point out that heritage is a value-loaded concept. Bitušíková [39] asserts that sociocultural values are attached to heritage because they hold meaning for people or social groups. These values are produced through complex processes of learning, transmission, and awareness building [39]. According to Nkwanyana [32], the controversy in defining heritage might originate in its duality nature, which includes and overlaps between cultural and economic considerations. Heritage is seen to be possessing both cultural and economic values and having both cultural and economic functions. Due to its dual nature, Nkwanyana [32] suggests that heritage should be seen as bridging the gap between culture and economy.

Culture and heritage embody what each community values and owns due to the fact that it has been handed down over many generations. Kumar [35] also adds that culture and heritage sum up a community’s beliefs and values-shared behavior acquired as the result of living within a group and a defined geographic area. This ownership gives local communities a right to use culture and heritage in stimulating tourism that is centered on what has been inherited, which can be anything from historic buildings to art, local dances, local cuisine, artworks, and skills [40]. Brought together, cultural heritage is an accumulation of inherited and socially transmitted traditions, activities, and belief systems, which are unique to local communities [41]. These expressions indicate that each community regardless of the extent of rurality has unique cultural heritage resources and assets, which can serve as destination enhancers and a springboard for igniting cultural heritage tourism. Madden and Shipley [10] argue that the adaptation of these resources for tourism can present economic opportunities for local communities through the establishment of new businesses and the attraction of new tourists. It is for this reason that cultural heritage tourism is perceived as one of the drivers and a significant contributor to the economic development, and in some instances, it is seen as a backbone of rural tourism in remote communities [32, 42].

Due to the availability of cultural and heritage resources and assets, cultural heritage tourism can be initiated by individuals or groups belonging to that community. They can do this on their own or in partnership with other stakeholders who their vision of igniting heritage tourism. When well-packaged culture and heritage have a potential of forming the basis for attracting both domestic and international tourists [43]. It is for this reason that cultural heritage tourism has been embraced as a potential solution to the socioeconomic challenges that places such as the Zululand district municipality are experiencing.

There is an increase in the number of studies, which indicate that there is a growing demand for cultural heritage products and this gives an indication that there is a market for these products [44]. Some studies go beyond the product development, packaging, marketing, and provision of services to analyzing the typology of tourists that consume cultural heritage. As an example, a study a typology of cultural heritage attraction visitors conducted by Nyaupane and Andereck [45] found that cultural heritage attraction tourists can be divided into (a) true cultural tourists whose primary reasons for taking the trip is participation in cultural, arts, and heritage activities, or attending a special event or festivals and (b) spurious cultural tourists whose motivation is not culture, but nature, sports, or business.

General observations indicate that cultural heritage tourists are becoming more sophisticated in their travel tastes and needs showing the trend of shifting from “sightseeing” to “life seeing” from traditional to smart cultural heritage tourism products [46]. Pop et al. [37] argue that cultural heritage digitization is one of the best solutions to preserve social and collective memory and extend the public access to collections at the same time. As an example, Gen Z travelers are increasingly demanding the co-creation of transformative experiences as they believe that cultural heritage can benefit from immersive technology. These trends imply a shift from tangible cultural heritage such as historic sites, monuments, and museums to intangible cultural heritage, which include arts, languages, music, and festivals, and now to the use of mixed reality to enhance consumer experiences [46]. Hurst et al. [47] confirm that cultural heritage tourists both domestic and international have shown a desire for immersive experiences with cultures and lifestyles of local communities.

4. Significance of including cultural sensitivity in igniting cultural heritage tourism

Cultural sensitivity has been a point of discussion in other fields, but it has not been clearly understood and has also not been adequately conceptualized in tourism contexts and in the study of tourism [25, 47, 48, 49]. This dearth of information is evident in studies that deal with cultural heritage tourism development in rural settings, such as the Zululand district municipality. This section brings to the fore the significance of consciously crafting cultural sensitivity in all stages of cultural heritage tourism development, which include planning, development, and delivery of cultural heritage products, as well as in the production and forms of consumption of these products.

Cultural heritage tourism, by definition, refers to traveling to experience the places, artifacts, and activities that authentically represent the stories and people of the past and present. Authenticity of localities and products should drive product development. Authentic representation of local communities’ way of life encapsulates the sensitivity with which cultural heritage tourism should be developed, packaged, marketed, and presented to tourists. Authenticity is at the core of cultural heritage product development and presentation thereof which immediately calls for a special format of guiding that the cultural heritage offerings and exchanges are handled in a culturally sensitive way by both local communities and tourists. In this case, authenticity of cultural heritage products and the presentation, thereof, should be of utmost importance to both hosts and tourists.

While there is urgency in recovery and rebuilding of the tourism sector, it is imperative to do so in a manner that promotes cultural sensitivity as reflected in the trends of production and consumption of cultural heritage products. Cultural sensitivity includes the consumption of cultural and historic resources in a protected manner. Sensitivity in cultural heritage tourism should, therefore, improve the quality of life of local communities, as well as enrich the experiences of the visitors through the provision of authentic products [50].

Cultural sensitivity should be of concern to both tourists who consume cultural heritage products and hosts who design, produce, and even adapt heritage resources and assets [50]. The encounter between tourists and hosts provides cross-cultural settings, where there is an exchange of cultures. In these kinds of settings, where hosts and tourists come together, cultural sensitivity can be broadly recognized through knowledge, skills, and attitudes that enable people to work well and respond effectively to the interactions [51]. Cultural sensitivity is not only the acceptance of cultural differences between tourists and local communities but also a transformational process that allows individuals to acknowledge interdependence between intercultural groups [52, 53]. Cultural sensitivity should, therefore, be at the core in the development delivery of cultural heritage tourism products and experiences and should penetrate and shape the interactions, narratives, and encounters between tourists and local communities [25, 51].

Donohoe [48] defines the cultural sensitivity concept as “the extent to which those who implement, support, and participate in ecotourism minimize impacts to the natural and cultural environments, foster intercultural awareness and respect, contribute to the protection of built and living cultural heritage, foster the informed participation and empowerment of local and indigenous peoples, and respect the sociocultural value systems of the host community. While this definition applies to ecotourism, it is equally relevant to cultural heritage tourism as it relates to minimization of impacts and protection cultural heritage. Harrison and Price [54] assert that the definition of cultural sensitivity is similar to that given to systems, communities, and environments that are threatened by various endogenous and exogenous forces at some point in time. The main force with a potential to threaten cultural heritage tourism is the adaptation and commodification of cultural heritage offerings.

Cultural sensitivity includes developing tourism services and products and approaching tourism in a way that encourages respect and reciprocity between tourists and local communities. Reciprocity involves ways in which identities, ideas, and affinities can be continuously formed between tourists and local communities [25]. Reciprocity calls for accountability to tourists, local communities, and all stakeholders that are involved in the packaging of products and provision of services toward cultural heritage tourism development. Reciprocity, therefore, embraces cultural diversity, and enhances cultural sensitivity, and creates a platform for the creation a warm relationship between tourists and local communities [25, 51].

The application of cultural sensitivity goes beyond the product development stage to include cultural heritage tourism marketing, heritagization practices of everyday, past, and present, authenticity of products and services, packaging of cultural heritage resources and assets, the design of cultural heritage routes, intersections between cultural heritage and other forms of tourism, and the heritagization of nontraditional heritage spaces [5]. Some of these commodification practices make cultural heritage to be vulnerable, to being diluted and distorted in the quest to satisfy the needs of the tourists and to generate more income Mason [55]. Hence, Hurst et al. [47] argue that cultural sensitivity can be viewed from two approaches, that is, vulnerability and as a competence. The vulnerability approach calls for the protection of cultural heritage while the competence approach encompasses various knowledge, skills, dispositions, competencies, or behaviors that are necessary in the planning and development of cultural heritage tourism.

Studies indicate that sensitivity to cultural identity by tourist has a potential to improve outcomes for local communities [56, 57, 58, 59, 60].

5. Perspectives on cultural sustainability and ignition of cultural heritage tourism

Cultural sustainability is an important issue, which sometimes gets overlooked by stakeholders that are responsible for cultural heritage tourism development. Studies have debated the role of cultural sustainability in sustainable development and the way in which it can lead to economic, social, and environmental benefits [37]. Cultural sustainability was first defined by the World Commission on Culture and Development as inter- and intragenerational access to cultural resources, which implies that development should take place in a way that respects the cultural capital and values of society [23, 61].

Cultural sustainability should be understood within the context of the general definition of sustainable development which according to Goeldener and Ritchie ([62], p. 372) is “a process to meet the needs of the present generation without compromising the ability of future generations to meet their own needs” and also its contribution to the United Nations’ global Sustainable Development Goals. The 2030 Agenda for Sustainable Development recognizes the importance of culture in sustainable development. The generally accepted definition of sustainability is based on the “three-pillars” model known as social, environmental, and economic sustainability. This broad definition informs the definition of sustainable tourism, which is based on the guidelines and management practices that were provided by the World Tourism Organization, which among others stipulate that sustainable tourism should respect the sociocultural authenticity of host communities, conserve their built and living cultural heritage and traditional values, and contribute to intercultural understanding and tolerance ([62], p. 373).

In line with the general definition of sustainability, cultural sustainability is about ensuring that future generations can enjoy the same cultural experiences and traditions that we enjoy today which in a sense expresses the inter and intragenerational use of cultural heritage resources and assets.

According to Pop et al. [37], cultural sustainability is increasingly being perceived as a fourth dimension of sustainable development with cultural sustainability being placed at the intersection. Studies have debated the way in which cultural sustainability can lead to economic, social, and environmental benefits. The debates have paved the way by indicating that sustainable development objectives should be integrated with the well-being of local communities that are thriving with stable cultures [50, 63].

Cultural sustainability also points to the fact that development should take place in a way that respects the cultural capital and values of a society and should be based on the principle that the current generation can use and adapt cultural heritage for economic benefits but should not jeopardize the opportunity for future generations to enjoy the same content and context of their cultural heritage [23]. Cultural sustainability is, therefore, concerned with ensuring that there is continuity of cultural values becomes intra- and intergenerational in a way that links the past, present, and future. Pereira [64] in Pop et al. [37] confirm that cultural sustainability is based on the principle that the current generation can use and adapt cultural heritage only to the extent that future generations will not be affected in terms of their ability to understand and live their multiple values and meanings [65].

In order to ensure that cultural sustainability is considered in cultural heritage tourism development, there has to be a collaboration among all stakeholders to ensure that they all have the mutual understanding and a common goal [66]. Cultural sustainability discussion toward the ignition of cultural heritage tourism should focus on and make progress toward local economic development and self-determination. Along the same lines of thinking, cultural sustainability should enhance respect for traditions, culture, and values all which are required to sustain mutual understanding. Cultural sustainability should be included in tourism planning, development, and management in order to enhance the values of cultural knowledge and cultural competence [48, 49].

Based on the discussions, above the following, strategies are suggested to ensure that cultural sustainability is included in the processes that lead to the ignition of heritage tourism in a manner that sustains cultural heritage resources into the future include:

1. Educating local communities and all stakeholders that are involved in tourism planning and development about the importance of cultural sustainability and why it matters.

2. Working with communities in the identification of cultural heritage resources and assets.

3. Involving local communities in the development of plans and programs that preserve and protect their cultural heritage.

4. Seeking government support for organizations and initiatives that promote cultural sustainability.

5. Advocating for policies and regulations that promote cultural sustainability.

6. Raising awareness of the issue of cultural sustainability through the media and other channels.

7. Supporting the development, packaging, and marketing of cultural heritage products that take cognizance of cultural sensitivity and sustainably.

8. Collaboration of all stakeholders involved in cultural heritage tourism development.

Based on the significant contribution of cultural and sustainable sensitivity to general sustainable development and cultural heritage tourism development, in particular, this chapter recommends that tourist destinations should adopt and implement strategies and policies that promote cultural sensitivity and cultural sustainability in stimulating cultural heritage tourism planning and development. This chapter further advocates that cultural sensitivity and cultural sustainability should be at the core of all efforts that are directed at igniting cultural heritage tourism.

6. Conclusion

In conclusion, this chapter discusses the significance of cultural sensitivity and cultural sustainability in igniting cultural heritage tourism. While the focus is on the Zululand district municipality, the issues discussed that relate to cultural heritage tourism development may be relevant to other tourist destinations that have identified this type of tourism as one of the pillars of local economic development. The advantage of cultural heritage development is that it uses resources and assets that are readily available for the stimulation of tourism. Ignition of cultural heritage tourism not only has implications for local economic development but also the contribution toward creating opportunities for better understanding between tourists and locals and integration of cultural sensitivity and sustainability in product development, as well as cultural heritage conservation and presentation. The chapter has also highlighted the significance of building partnerships that bridge the gap between all stakeholders involved in empowering local communities through cultural heritage tourism development. These partnerships are necessary in ensuring that there is common understanding when implementing strategies that promote product development that is culturally sensitive and sustainable.