Ethnic Identity and Culture as Drivers of Travel Behaviour : The Case of South African Indians as Domestic Tourists

Abstract

Ethnicity and culture are increasingly considered in the study of travel behaviour given the global movement of people. Historically during apartheid in South Africa, there was not much leisure travel amongst the Black, Coloured and Indian population groups. This discrepancy became a focus of the National Department of Tourism’s (NDT) domestic policy after 1994 to encourage all South Africans to travel, explore and experience all facets of our beautiful rainbow country in real time. This study focuses on South African Indians (SAI) as there is limited knowledge of the drivers of travel behaviour amongst such minority populations. Pragmatic mixed methods are used to collect qualitative (focus groups) and quantitative (survey) data amongst SAI living in KwaZulu-Natal and Gauteng provinces. Findings suggest that there is already established domestic travel amongst the population. SAI have strong ethnic and cultural (Indian) identities that form a significant part of their decision-making; though not specifically having bearing on inter-provincial travel decisions. Of note is strong familial bonds extending beyond the nuclear family to their extended family members, influencing their travel behaviour. Other aspects include value for money, cuisine, safety and service. The study provides layered information presenting opportunities for future research. It also presents a profile of the market’s travel behaviour that can be useful for destination marketing authorities and travel trade in efforts to attract the SAI market.