ABSTRACT
S a egic Visi o -Cen ic App oaches o he
P omo ion o Cul u al He i age Tou ism si es in
Sou h A ica
D Mamo se Mokabe
Facul y o Managemen , Comme ce and Law
Depa men and Hospi ali y Managemen
Uni e si y o Venda
h ps://o cid.o g/0000-0001-7987-7785
[email p o ec ed]
The Re ail and Ma ke ing Re iew
Volume 21, Issue 2, No embe 2025, Pages 280-297
Doi: h ps://doi.o g/10.5281/zenodo.17710021
O en, cul u al he i age ou ism is ma ke ed and p omo ed wi hou knowing exac ly wha po en ial isi o s/ ou is s
a e looking o o wha hei p e e ences o p omo ion a e. This a icle explo es he ype o p omo ional ac i i ies which
mo i a e ou is s o isi cul u al he i age si es in Gau eng. Closed-ended ques ionnai es we e dis ibu ed o a o al
sample o 376 esponden s a h ee o he main cul u al he i age si es in Gau eng, namely Ma openg ( he c adle o
humankind), Vilakazi S ee , and he Voo ekke Monumen . The s a emen s comp ising he ques ionnai e we e
measu ed on a 5-poin Like scale. The indings indica ed ha he esponden s had di e en expec a ions o p omo ional
ac i i ies wi h some ac i i ies deemed mo e impo an han o he s. Ma openg was highligh ed o he quali y o i s
ameni ies, Vilakazi S ee ’s s a us was s essed and Voo ekke Monumen ’s cul u al elemen s we e emphasised.
Mo eo e , he associa ion o he si es wi h p ominen o ganisa ions like UNESCO also played a signi ican ole as a
p omo ional push o hese si es. This s udy highligh s he impo ance o he in ol emen o cul u al he i age s akeholde s
in p omo ing cul u al he i age ou ism by in eg a ing isi o eedback in p omo ion s a egy and implemen ing egula
isi o su eys, eedback sys ems and digi al e iew analysis o ensu e ongoing alignmen be ween p omo ional con en
and isi o expec a ions.
Keywo ds: p omo ion, isi o -cen ic, cul u al he i age si es, isi o s’ expec a ions, ou ism.
281 The Re ail and Ma ke ing Re iew: Vol21 Issue 2 (2025) ISSN:2708-3209
1. INTRODUCTION
Sou h A ica (SA) boas s an abundan and di e se cul u al he i age ha o e s a ich a ay o expe iences o ou is s.
This weal h o cul u al asse s includes e e y hing om his o ical landma ks and indigenous adi ions o ib an es i als
and local cuisines. As a esul , cul u al he i age s akeholde s a e inc easingly mo i a ed o p omo e hese cul u al si es
e ec i ely, encou aging isi o s o engage wi h he coun y's unique his o y and adi ions. By highligh ing he
expe iences hese cul u al si es o e , he i age si e manage s aim o a ac mo e ou is s who will expe ience he
ichness o SA’s cul u al landscape.
Exis ing s udies on cul u al he i age ou ism (CHT) in SA p ima ily ocus on si e p ese a ion, economic impac , o
gene ic ou ism p omo ion (Mokabe & K uge , 2024). The e is limi ed esea ch on s a egic ma ke ing app oaches ha
place isi o s’ needs, mo i a ions, and expe iences a he co e o p omo ion e o s. In addi ion, he e is insu icien
in eg a ion o isi o eedback in o he i age p omo ion s a egies (Jing & Joang, 2024). Cul u al he i age p omo ion in
SA o en lacks mechanisms o inco po a e eal- ime isi o insigh s and eedback, esul ing in misaligned p omo ional
con en and expe iences ha may no esona e wi h a ge audiences. The e is limi ed empi ical da a on ou is
beha iou al pa e ns ela ed o cul u al he i age si es as well as a sca ci y o da a-d i en esea ch ha in es iga es he
beha iou , p e e ences, and sa is ac ion le els o ou is s isi ing cul u al he i age si es in SA. This has esul ed in
limi ed de elopmen o e idence-based p omo ional s a egies (Ncube & Ngulube, 2025). Mo eo e , he neglec o
digi al and expe ien ial ma ke ing ools in CHT, esul s in mos he i age ou ism p omo ion e o s s ill elying on
adi ional me hods (Kuma & Swain, 2025). Resea ch is lacking on how digi al ools (e.g., social media, i ual ou s,
pe sonalised con en ) and expe ien ial ma ke ing can be s a egically used o engage mode n ou is s in a cul u ally
sensi i e way. The indings ob ained om his esea ch can ind applicabili y in indus ies like ou ism, hospi ali y, and
en e ainmen , whe e unde s anding and ca e ing o isi o expec a ions can signi ican ly enhance sa is ac ion and
loyal y
2. Li e a u e e iew
The ma ke ing concep o p omo ion includes he me hods ha ma ke e s and manage s use o in o m, pe suade,
and emind consume s di ec ly o indi ec ly o a p oduc 's a ac i eness and alue (Alexand escu & Miland u, 2018;
Czinko a e al., 2021; Hackley & Hackley, 2021). P omo ion inco po a es all he echniques ha
manage s/ma ke e s/p omo e s can use o p o ide in o ma ion on ma ke o e ings, including ad e ising, di ec
ma ke ing, publici y, public ela ions, pe sonal selling, sales p omo ional e o s, and in e ac i e channels (Ma iie s &
Kipen, 2021; Helmold, 2022; Ku niawan & Suhe min, 2023). Because consume s di e om one ano he and come
om di e en backg ounds, sensi i e and in eg a ed ma ke ing communica ion ools which include p omo ion, can help
each e e y po en ial cus ome ega dless o hei di e ences.
2.1 TOURISM PROMOTION
Tou ism p omo ion is a o m o ma ke ing p omo ion which aims o a ac isi o s o a pa icula loca ion o ou ism-
ela ed o e ing. This loca ion o ou ism o e ing could be a s a e, a ci y, a pa icula he i age si e o ou is des ina ion
spo , a ho el, o e en a con en ion cen e (Sianipa , 2019; Kęp owska, 2021; Moza & Olimpia, 2022). Despi e SA’s
ich and di e se cul u al he i age, he coun y aces challenges in e ec i ely le e aging his cul u al he i age asse o
p omo e sus ainable ou ism g ow h. Cu en p omo ional s a egies o en p io i ise gene ic ma ke ing app oaches ha
do no adequa ely engage o conside he speci ic in e es s, expec a ions, mo i a ions, and expe iences o cul u al
he i age ou is s (A umugam, Nakkee an & Sub amaniam, 2023). As a esul , many he i age si es emain unde u ilised,
S a egic Visi o -Cen ic App oaches o he P omo ion o Cul u al He i age Tou ism si es in Sou h A ica 282
and local communi ies see limi ed economic and social bene i s. The e is a p essing need o s a egic, isi o -cen ic
app oaches ha align cul u al he i age p omo ion wi h ou is s’ e ol ing p e e ences and expec a ions. Wi hou such
a ge ed s a egies, SA isks missing ou on c i ical oppo uni ies o enhance i s global ou ism appeal, p ese e i s
cul u al asse s, and suppo inclusi e de elopmen o he i age cus odians and local communi ies.
2.2 TOURISM PROMOTION WITHIN THE CONTEXT OF CULTURAL HERITAGE TOURISM
Mo ison (2023) iden i ies ou ism p omo ion as an eme ging ye apidly e ol ing ield wi hin managemen sciences.
Despi e i s ela i e no el y, i has signi ican ly ad anced he unde s anding o CHT. Tou ism p omo ion speci ically
add esses he unique challenges associa ed wi h CHT's de elopmen , p oduc ion, and ma ke ing (Ribei o e al., 2018;
Na gis & Hossain, 2021). Consequen ly, e ec i e p omo ional s a egies in CHT a e i al o secu ing a compe i i e
ad an age in he ou ism indus y.
Schola s and indus y s akeholde s concu ha ou ism p omo ion is inhe en ly cus ome - ocused, ad oca ing o
s a egies ha p io i ise he needs and p e e ences o ou is s (Boane, 2024; Hinson e al., 2024). Building on his
pe spec i e, Dixi (2025) emphasises ha each p omo ional channel and message should be ailo ed o esona e wi h
speci ic cus ome segmen s and ou ism ma ke s. Manage s mus de elop mo e esponsi e and s a egic app oaches
o mee hese di e se expec a ions (Mo ison, 2023).
The p omo ional e o s in CHT a e p ima ily di ec ed owa ds iden i ying and engaging app op ia e a ge ma ke s
and audiences in he o m o ma ke segmen a ion o he o e ings a ailable (Mokabe & K uge , 2024). Ma ke
segmen a ion is a c i ical ac o in success ul p omo ion, as i acili a es he alignmen o cus ome needs and desi es
wi h he a ailable o e ings (Dolnica , 2022). P omo ing aims o gene a e in e es among ou is s in a p oduc and
ensu e i s subsequen deli e y.
Ke and Mus a a (2024) highligh he signi icance o p omo ing cul u al he i age by os e ing ac i e engagemen
be ween ou ism ma ke ing o ganisa ions and he i age si es. This engagemen in ol es collabo a i e decisions abou
cul u al he i age o e ings and p o i gene a ion o communi y s akeholde s. Manwa e al. (2013) obse e ha
ma ke ing ac i i ies su ounding CHT yield posi i e ou comes o cul u e and he i age in SA. Building on his
p omo ional pe spec i e, he e is a need o iden i y s a egic ou ism p omo ional conside a ions o de eloping
ma ke ing s a egies wi hin CHT, ocusing on speci ic aspec s o enhance p omo ional e ec i eness. Iden i ying
s a egic conside a ions o de eloping ma ke ing s a egies wi hin CHT, pa icula ly hose ha a e isi o -cen ic and
ailo ed o he mo i a ions and expec a ions o a ge audiences, is needed. This is impo an because many exis ing
p omo ional app oaches in Sou h A ica ail o engage meaning ully wi h ou is s’ cul u al in e es s, esul ing in
unde whelming isi o expe iences and low epea isi a ion (Mgxekwa-Qumba & K uge , 2024). By ocusing on
speci ic aspec s such as audience segmen a ion, expe ience pe sonalisa ion, and digi al engagemen , hese s a egies
can b idge he gap be ween he i age si e o e ings and ou is expec a ions.
2.3 PROMOTIONAL STRATEGIES FOR TOURISM
Va ious s a egies a e employed o p omo e ou ism; howe e , i is impo an o no e ha many o hese s a egies
a e no speci ically ailo ed o CHT. Some o he s a egies iden i ied which a ac ou is s o he si es a e.
• U ilising social media wi h s o y elling: Since many ou is s ely ex ensi ely on digi al echnology o access
in o ma ion and engage wi h social media, inco po a ing s o y elling in o social media pos s is essen ial. This
app oach helps each po en ial clien s, cap u e hei a en ion, and os e in e ac ion. (Mokabe, 2024)
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• Implemen ing augmen ed o i ual eali y (VR): Using VR in ma ke ing s a egies can p o ide isi o s wi h
memo able and excep ional expe iences, se ing a des ina ion apa om i s compe i o s. (Neubu ge e al.,
2018).
• C ea ing aluable con en : De eloping ailo ed s a egies o indi idual ou ism p oduc s and di e en o ms o
ou ism ensu es ha con en esona es wi h di e se audiences. (Rezene, 2023).
• Managing online e iews: E ec i ely managing e iews is c ucial o main aining a posi i e epu a ion. While
e iews can bene i o e ed p oduc s and se ices, hey can also be ha m ul i no managed s a egically. (Lui
e al., 2018).
Vaníčko á and Szczepańska-Woszczyna (2020) highligh ha ma ke ing s a egies aim o inc ease isi s and
should no be iewed solely as business ac i i ies. These ma ke ing s a egies equi e egula e alua ion o de e mine
hei e ec i eness. Riyadi (2019) u he a i ms ha ou ism ma ke ing s a egies a e no me ely go e nmen al ools
bu a e also benchma ks o success in ou ism, aiding in building ou is p e e ences. Consequen ly, he ou ism
indus y has in es ed signi ican ime and esou ces in o p omo ing i s o e ings. The ad en o social media has c ea ed
ano he p omo ional pla o m o new ma ke ing s a egies ha p omo e ou ism mo e apidly and each b oade
audiences. Bea ing all hese s a egies in mind, speci ic componen s o p omo ional ac i i ies and messages a e
ins umen al in add essing ou is s' demands and opening new des ina ions o explo a ion (A en, 2024).
2.4 VISITOR-CENTRIC PROMOTION
Visi o -cen ic p omo ion is de ined he e as a ma ke ing s a egy/app oach which u ilises messages, slogans,
images and ac i i ies ha p io i ise indi idual needs, p e e ences, and beha iou s o isi o s o c ea e pe sonalised and
engaging expe iences (Walhime , 2021; S ini asan e al., 2024; Kosiada-Sylbu ska & B yła, 2025). Visi o -cen ic
p omo ions can cap u e isi o a en ion mo e e ec i ely han gene ic campaigns (Philippopoulos e al., 2024;
Da idson, 2025) by adap ing messages o indi idual isi o p o iles, p e e ences, and beha iou s (Mohamad e al.,
2024). In addi ion, engaging isi o s h ough in e ac i e elemen s such as i ual ou s, VR ea u es, o hands-on
ac i i ies ha allow hem o connec mo e deeply wi h he b and o des ina ion (Çel ek, 2021; Belenio i & Kyp i, 2024)
o ms pa o a isi o -cen ic app oach. By ac i ely seeking and inco po a ing isi o eedback o e ine o e ings and
demons a e esponsi eness o isi o needs us is enhanced and epea isi s encou aged. This can lead o highe
sa is ac ion le els as isi o s may eel unde s ood and alued a e mo e likely o e u n and ecommend he expe ience
o o he s (Bahçeci, 2024; Pál & Albe , 2025). U ilising da a analy ics o unde s and isi o beha iou and p e e ences,
enables mo e e ec i e a ge ing and pe sonalisa ion o p omo ional e o s. These added analy ics will ha e ele ance
o a di e se audience o di e en cul u al backg ounds, languages, and abili ies (Okonkwo e al., 2023; Mon agud e
al., 2020).
2.5 CHALLENGES ASSOCIATED WITH THE PROMOTION OF CULTURAL HERITAGE TOURISM
P omo ing CHT is no solely abou ma ke ing p oduc s, se ices, o b ands; he i age cu a o s, manage s and
s akeholde s may p io i ise o he mo i es o e p o i . In some cases, CHT ma ke ing aims o acili a e he egene a ion
o a locali y, conse e landscapes, o p esen he i age p ope ies, a he han gene a e income h ough comme cial
means (Nag & Mish a, 2024).
As sugges ed by An e al. (2022), challenges in CHT p omo ion in ol e he he i age p omo e 's abili y o ecognise
he connec ion be ween isi o s' emo ional s a es and hei sa is ac ion, iden i y a ying emo ional s a es among
S a egic Visi o -Cen ic App oaches o he P omo ion o Cul u al He i age Tou ism si es in Sou h A ica 284
po en ial isi o s, and o ganise app op ia e on-si e p omo ional messages in esponse, along wi h p o iding o he
suppo se ices. Success in CHT ma ke ing la gely depends on he he i age p omo e 's alen , imagina ion, and
c ea i i y (Bha acha ya & Du a, 2022) and ailu e o de ec o be sensi i e o isi o s' emo ional desi es o mo i a ions
may lead o limi ed success o ailu e. Howe e , accu a ely de ec ing isi o s' p e e ences is challenging, as hese di e
om pe son o pe son (Deng & Liu, 2021).
The cul u al he i age si es hemsel es p o ide challenges o isi o -cen ic p omo ion. Some local communi ies and
cul u es in SA ega d speci ic cul u al he i age si es as sac ed places. The cul u al sensi i i y o hese si es makes i
di icul , i no impossible, o hem o be open o isi o s o ou ism de elopmen , excep o local isi o s and
en ep eneu s (I asciuc, & Ispas, 2023). P omo ing such si es when no open o public access is inapp op ia e and
insensi i e. Some si es a e open o isi o s bu ha e es ic ions, allowing only a speci ied numbe o isi o s. P omo ing
hese si es o po en ial isi o s may lead o o e c owding and o e use, necessi a ing some o m o de-p omo ion
(Medyńska-Gulij, 2025; Lucas, 2025). Addi ionally, hese cul u al si es ace h ea s om he nega i e impac s ha CHT
can gene a e (Coope , 2025; Baue , 2025). The e o e, CHT p omo ion should conside ways o make cul u al he i age
si es no only accessible bu also unde s andable o isi o s, which may in ol e in e p e ing o media ing i o isi o s
(Ji & Hea h, 2023; Pai, 2025). This aises he possibili y and isk o inco ec o insensi i e in e p e a ions o aspec s o
his cul u al he i age.
Ano he issue ela ed o CHT p omo ion is unding. P omo ion is cos ly, and su icien unds a e o en una ailable
o ma ke ing and p omo ional ac i i ies (Baka i, 2021). Fo example, Sou h A ican Tou ism (SAT), a na ional
ma ke ing o ganisa ion, some imes de elops gene ic p omo ional ma e ial o CHT wi hou ega d o espec o local
di e ences and cul u es due o a lack o unds. In o he wo ds, SAT's lack o unds may es ic specialised and sensi i e
p omo ional ac i i ies (Roge son & Roge son, 2021). Addi ionally, he unding o ma ke ing bodies o des ina ion
ma ke ing o ganisa ions (DMOS) ely hea ily on he go e nmen , which in luences and con ols ac i i ies in a
cen alised a he han a local way. Mo eo e , DMOS s uggle o make p o i s and a e no inancially independen
(Ozdemi & Celebi, 2023).
Nag and Ra ho e (2025) ecommend ha CHT p omo e s adop a balanced app oach, c ea ing and os e ing a
media ion be ween isi o impac s and he p ese a ion o he i age esou ces. To add ess his conce n, Nag and
Ra ho e de eloped a s a egy o in eg a ing managemen and p omo ional s a egies a he i age si es. Pe y (2023)
a gues ha ea s o 'sell-ou ' endencies su ounding cul u al he i age ha e always exis ed. O e he yea s, hese ea s
ha e been mo e conside able han he p essu e o secu e economic su i al h ough app op ia e p omo ional
measu es. He ecommends ha app op ia e ma ke ing s a egies be designed wi h mo e accu a e, esea ched,
sensi i e, and ele an measu es and applied acco dingly. Fyall e al. (2022) summa ise ha all p omo ional ac i i ies
should encou age demand and sa is y he isi o wi hou comp omising wha needs o be p ese ed o u u e
gene a ions.
The applica ion o Push and Pull Mo i a ion heo y (Dann, 1977) could explain why people a el (push ac o s) and
why hey choose speci ic des ina ions (pull ac o s). In he con ex o CHT, push ac o s may include he desi e o
cul u al en ichmen o nos algia, while pull ac o s ela e o he appeal o speci ic si es, cul u al es i als, o he i age
na a i es. Simila ly, Visi o -cen ed In e p e a ion Theo y (Tilden, 1957; Ham, 1992) could be applied o CHT. This
heo y emphasises he impo ance o in e p e a ion (s o y elling, signage, guides) in making he i age meaning ul and
accessible by enhancing lea ning, enjoymen , and emo ional engagemen . When applied o he su ey ins umen used
in his s udy, i ensu es ha he ins umen is no only me hodolosgically sound bu also di ec ly aligned wi h he
285 The Re ail and Ma ke ing Re iew: Vol21 Issue 2 (2025) ISSN:2708-3209
esea ch objec i es and gaps. By applying hese heo ies, his s udy can unco e nuanced insigh s in o how s a egic,
isi o -cen ic p omo ional e o s can be designed and implemen ed e ec i ely in he Sou h A ican he i age ou ism
con ex .
3. RESEARCH GAP AND OBJECTIVES
This a icle add esses he esea ch gap c ea ed by he limi ed a ailabili y o esea ch on s a egic ma ke ing
app oaches, speci ically isi o -cen ic app oaches ha place isi o s’ needs, mo i a ions, and expe iences a he co e
o p omo ion e o s. The objec i es o his s udy a e he e o e o ake a isi o -cen ic app oach o de e mine wha ype
o p omo ional ma e ial a ac s isi o s mos and mo i a es hem o isi a cul u al he i age si e. A second objec i e is
o iden i y and ecommend s a egic isi o -cen ic app oaches ha can enhance he p omo ion and sus ainabili y o
CHT in SA and in so doing p opose inno a i e, inclusi e, and e idence-based solu ions.
4. MATERIALS AND METHODS
This sec ion ou lines he esea ch me hodology, de ailing he app oaches aken o sampling, he de e mina ion o
sample size, and he echniques employed o da a collec ion.
4.1 QUANTITATIVE APPROACH, SAMPLING, SAMPLE SIZE AND DATA ANALYSIS TECHNIQUE
This s udy adop ed a posi i is pa adigm, which suppo ed he collec ion o quan i a i e da a o objec i ely measu e
and analyse he ela ionship be ween CHT p omo ion s a egies and isi o esponses. Posi i ism is app op ia e
because he esea ch sough o iden i y measu able pa e ns and s a is ically es he e ec i eness o cu en
p omo ional app oaches. The cul u al he i age si es chosen we e Vilakazi S ee in Sowe o, he Voo ekke Monumen ,
and he C adle o Humankind He i age Si e (Ma openg). These we e selec ed based on he cul u al he i age p oduc s
hey o e , he expe iences hey p o ide, and he di e si y o he isi o demog aphic hey a ac . Conside a ions such
as cos -e ec i eness and accessibili y also in luenced he si e selec ion.
A non-p obabili y sampling app oach was employed wi h da a being collec ed by dis ibu ing ques ionnai es by ield
wo ke s and si e pe sonnel a he h ee selec ed loca ions. The ace- o- ace dis ibu ion me hod p o ed e ec i e,
allowing o eal- ime ques ion cla i ica ion du ing da a collec ion. Acco ding o Jones e al. (2022), in ace- o- ace
su eys, a acili a o is p esen o adminis e he ques ions and assis esponden s, o e ing signi ican ad an ages o e
mail and elephone su eys ega ding da a complexi y and quali y. Fu he mo e, his mode o deli e y p o ided he
esea che wi h g ea e con ol o e he da a collec ion p ocess han o he me hods (Jones e al., 2022). Ques ionnai es
we e dis ibu ed o isi o s p esen a he si es du ing he ime o he esea ch wi h he aim o ga he ing a combined
o al o a leas 400 comple ed ques ionnai es om he h ee si es. This igu e was based on he sampling guidelines
p oposed by K ejcie and Mo gan (1970), who sugges ha o a popula ion o 1,000,000, a minimum sample o 383
esponden s is su icien o ensu e a 95% con idence le el wi h a ±5% ma gin o e o . The es ima ion was ha he
si es ha e 1 million isi o s mon hly, and i is also impo an o men ion ha he o al o 376 comple ed ques ionnai es
ha we e ob ained was conside ed su icien .
The ques ionnai e comp ised closed-ended ques ions, and was designed o explo e he p omo ion and ac i i ies o
cul u al he i age si es om isi o s' pe spec i es. Responden s we e asked o indica e, om a choice o a ious
p omo ional messages/me hods, wha ypes o messages hey hough he ma ke ing and p omo ion o Sou h A ican
cul u al he i age would con ince hem, o ou is s like hem, o isi a si e. In o he wo ds, wha we e he esponden s’
S a egic Visi o -Cen ic App oaches o he P omo ion o Cul u al He i age Tou ism si es in Sou h A ica 286
p e e ed p omo ional/ac i i ies me hods o cul u al he i age si es? The ques ionnai e had 19 s a emen s o
esponden s o a e. The s a emen s we e a ed on a 5-poin Like scale: 1 = S ongly Disag ee, 2 = Disag ee, 3 =
Undecided (Neu al), 4 = Ag ee, and 5 = S ongly Ag ee. The de elopmen o he ques ionnai e was based on he
ollowing s udies (I ano ic, 2018; Nyawo & Mashau, 2019; Timo hy, 2020).
The da a collec ed we e en e ed in o he S a is ical Package o he Social Sciences so wa e o analysis. Analy ical
echniques consis ed o desc ip i e s a is ics, he p ima y objec i e o which was he analysis o esponden s' p e e ed
p omo ional messages o isi ing and he communica ion channels hey ound mos e ec i e.
4.2 RELIABILITY, VALIDITY AND ETHICAL CONSIDERATIONS
Reliabili y e e s o he consis ency and s abili y o he measu emen ins umen o e ime (Kennedy, 2022; Re icki,
2024). A eliable s udy p oduces simila esul s when epea ed unde he same condi ions. This s udy employed he
use o a s uc u ed ques ionnai e wi h closed-ended ques ions using a 5-poin Like scale, which was designed o
ensu e consis en esponses ac oss di e en esponden s. A pilo es was conduc ed wi h a small g oup o 15 o 20
isi o s o cul u al he i age si es o es he cla i y and cohe ence o he ques ions. Based on eedback, e isions we e
made o imp o e eliabili y.
Validi y e e s o he accu acy and u h ulness o he measu emen (Ahmed & Ish iaq, 2021); and was add essed
by consul ing a senio academic expe in ou ism who e i ied ha he ques ionnai e comp ehensi ely co e ed key
aspec s o isi o -cen ic ma ke ing, isi o sa is ac ion and p omo ional s a egies. An assessmen was also conduc ed
h ough pilo es ing and eedback om ac ual isi o s o he i age si es, ensu ing ha ques ions appea ed logical and
unde s andable om he esponden ’s pe spec i e. E o s we e made o use a di e se sample (domes ic and
in e na ional ou is s, di e en age g oups, and si e ypes) o imp o e he gene alisabili y o he indings ac oss he
b oade CHT con ex in SA.
E hical app o al and he p o ec ion o esponden s we e cen al o his esea ch p ocess (Ami udin e al., 2021;
Ruslan e al., 2023). All esponden s we e p o ided wi h an in o ma ion shee explaining he pu pose o he s udy, how
hei da a would be used, and hei igh s o wi hd aw a any ime wi hou penal y. In o med consen was ob ained p io
o pa icipa ion. Responden s we e no equi ed o p o ide pe sonal iden i ie s such as names o con ac de ails. Da a
we e s o ed secu ely, and esponses we e anonymised du ing analysis and epo ing. Pa icipa ion was en i ely
olun a y, wi h no o m o coe cion o p essu e. Responden s had he op ion o skip ques ions o e mina e he su ey
a any ime. Gi en he na u e o cul u al he i age, ca e was aken o ensu e ha all su ey ins umen s and in e ac ions
espec ed he di e se cul u es, adi ions, and alues o bo h he si es and he isi o s.
5. RESULTS AND ANALYSIS
Responden s in he su ey we e in i ed o indica e which messages e ec i ely p omo e Sou h A ican cul u al
he i age and would encou age hem o isi a speci ic si e (Table 1). To gauge hei opinions, 19 dis inc s a emen s
we e p esen ed, and esponden s e alua ed hem using a 5-poin Like scale, whe e 1 ep esen ed “s ongly disag ee”
and 5 signi ied “s ongly ag ee.” Fo each s a emen , a mean alue (x ) was compu ed, p o iding an a e age sco e ou
o 5 o be e unde s and he le el o ag eemen among he esponden s.
287 The Re ail and Ma ke ing Re iew: Vol21 Issue 2 (2025) ISSN:2708-3209
TABLE 1: THE PROMOTIONAL MESSAGES AND ACTIVITIES OF CULTURAL HERITAGE SITES
Ma openg
Vilakazi S ee
Voo ekke
Monumen
The p omo ion messages and ac i i ies o cul u al he i age si es 5-poin Like
scale o ag eemen (1=s ongly disag ee, 2=disag ee, 3=undecided, 4=ag ee
and 5=s ongly ag ee)
Mean Value
S anda d
De ia ion
Mean Value
S anda d
De ia ion
Mean Value
S anda d
De ia ion
Videos o local people po aying local cus oms and adi ions
3.96
0.802
4.01
0.711
4.10
0.530
Images and ideos showing cul u al a s, di e en oods, and clo hing
3.98
0.779
4.14
0.711
4.27
0.592
Images and ideos o amous igu es om he coun y’s pas
3.98
0.821
4.09
0.714
4.18
0.628
Images, sound and na a ion ha sensually enhance he isi o expe ience
4.06
0.789
4.13
0.731
4.24
0.615
Pe sonal es imonies om p e ious isi o s
3.98
0.882
3.98
0.897
4.07
0.841
P ac ical in o ma ion, e.g. en ance ees, loca ion (P o ince) and logis ics
3.91
0.890
3.95
0.945
4.14
0.842
Only images ha ell a s o y and e oke emo ion and in e es wi hou any
na a ion
3.72
0.965
3.96
1.083
4.02
0.972
Na a ion, along wi h images ha ell a s o y o e oke emo ion and in e es
3.86
0.851
4.01
0.935
4.12
0.841
T adi ional music in p omo ional ideos
4.12
0.704
4.07
0.723
4.12
0.677
Inco po a ing s o y elling o enhance he expe ience
4.03
0.752
4.13
0.711
4.02
0.707
Using i ual eali y o enhance he expe ience
4.01
0.960
3.93
1.043
4.03
0.888
Pe cei ed pe sonal expe ience, e.g., GoP o ( i s -pe son sha ing/na a i e)
4.02
0.789
3.86
0.998
3.93
0.999
Videos/images o he cul u al landscape
4.20
0.737
4.15
0.700
4.24
0.603
Images o adi ional a chi ec u e
4.28
0.735
4.27
0.660
4.31
0.640
Videos ha accommoda e he audio-impai ed, e.g., sign language
4.33
0.848
4.32
0.732
4.27
0.628
Accommoda ing he isually impai ed by b aille image desc ip ions o slogans
4.25
0.797
4.36
0.688
4.24
0.701
A slogan ha con eys o encapsula es he expe ience and he
impo ance/signi icance o he si e
4.12
0.828
4.29
0.764
4.20
0.756
Ameni ies, e.g. onsi e acili ies, su ounding a ac ions, Wi-Fi, cu io shops,
es au an s, e c.
4.34
0.703
4.21
0.744
4.20
0.727
S a us/ classi ica ion o he si e, e.g., UNESCO
4.22
0.742
4.13
0.819
4.14
0.837
The esul s in Table 1 show ha esponden s a he h ee si es a ed he s a emen s di e en ly and highligh ed
aspec s hey deemed impo an o be included in p omo ional messages.
5.1 MAROPENG
Responden s su eyed a Ma openg a ed (4.34±0.703) highes . P omo ional messages ha include ideos ha
accommoda e he audio-impai ed, (4.33±0.848), images o adi ional a chi ec u e (4.28±0.735), accommoda ing he
isually impai ed (4.25±0.797) and ideos/images o he cul u al landscape (4.20±0.737) we e also deemed impo an .
The si e's classi ica ion in e ms o i s le el o s a us (which could ha e been p o incial, na ional and in e na ional le el)
(4.22±0.742) played a ole in esponden s’ choosing o he si e. Videos o images o he cul u al landscape (4.20±0.737)
S a egic Visi o -Cen ic App oaches o he P omo ion o Cul u al He i age Tou ism si es in Sou h A ica 288
and he inclusion o adi ional music in p omo ional ideos o he si e was also a ed high by esponden s (4.12±0.704).
Using a slogan yielded indings ha indica ed i s impo ance o he p omo ion o si es (4.12±0.828). In addi ion o
slogans, images, sound and na a ion ha sensually enhance he isi o expe ience we e also p e e ed (4.06 ±0.789)
by esponden s. The inclusion o s o y elling o enhance he isi o s' expe ience was a ou ed as a selling poin o
p omo ing he si e (4.03 ±0.752). Pe sonal es imonies by isi o s ela ing o pas expe iences (4.02 ±0.789), as well
as he use o augmen ed eali y o enhance he expe ience (4.01 ±0.960) was also anked wi h a mean alue abo e
ou by esponden s.
5.2 VILAKAZI STREET
Fo he esponden s su eyed a Vilakazi S ee , accommoda ing he isually impai ed (4.36±0.688) was a ed he
highes . This was ollowed by ideos ha accommoda e he audio-impai ed (4.32±0.732), a slogan (4.29 ±0.746),
images o adi ional a chi ec u e (4.27±0.660) and (4.21±0.774). O he a iables ha had a mean alue ha was well
abo e ou , which mean ha he a iables we e deemed impo an , included ideos/images depic ing he cul u al
landscape o he si e (4.15±0.700), images and ideos showing cul u al a s, di e en oods, and clo hing in he
p omo ion o cul u al he i age associa ed wi h he si e (4.14±0.711), he inclusion o images, sound and na a ion ha
sensually enhances he isi o expe ience while isi ing he si e (4.13±0.731) and he s a us/ classi ica ion o he si e
(4.13±0.819). On he Vilakazi S ee si e, pic u es and ideos o he coun y’s icons we e also p e e ed (4.09±0.714),
ollowed by ideos o adi ional music (4.07±0.723), ideos o local people showcasing hei way o li ing h ough he
display o hei local cus oms and adi ions (4.01±0.711), and na a ion and images ha e oke emo ions in esponden s
( isi o s) (4.01±1.083). The mean alues o all he s a emen s in he Vilakazi S ee ques ionnai e we e abo e 4.0,
excep o using pas pe sonal expe iences (3.93±0.999). This mean ha all he o he p omo ional aspec s lis ed in
he ques ionnai e we e deemed impo an .
5.3 VOORTREKKER MONUMENT
The esponden s su eyed a he Voo ekke Monumen a ed images o adi ional a chi ec u e he highes
(4.31±0.640), ollowed by images and ideos showing cul u al a s, di e en oods, and clo hing (4.27±0.592) and
ideos ha accommoda e he audio-impai ed (4.27±0.628). This was ollowed by a p omo ion showing images, sound
and na a ion ha sensually enhances he isi o expe ience (4.24±0.615), ideos/images o he cul u al landscape
(4.24±0.603) and accommoda ing he isually impai ed (4.24±0.701). Among o he highly a ed aspec s we e ameni ies
on he si e (4.20±0727). Slogans (4.20±0.756), images and ideos o impo an people (4.18 ±0.628), s a us and
classi ica ion o he si es (4.14±0.837), impo an in o ma ion abou he si e, such as en ance ees, loca ion and
logis ics (4.14±0.842), s o y elling (4.12±0.841) and using adi ional music in p omo ional ideos (4.12±0.677) all
anked abo e a mean o ou .
6. DISCUSSION
6.1 INCLUSIVE PROMOTIONS
Inclusi e messages o app oaches aking audio and isual impai men s in o accoun , we e conside ed as e y
impo an in all h ee si es, unde sco ing he impo ance o inclusi e messaging in p omo ional communica ion. Halpe n
e al. (2024) cau ion ha people wi h disabili ies a e likely o expe ience signi ican di icul ies accessing in o ma ion in
ou ism p omo ional ma e ials. Thei esea ch demons a ed a clea awa eness o he di e se needs o indi iduals wi h
audio and isual impai men s, ensu ing ha con en was accessible and conside a e o hese audiences. A each si e,
esponden s highligh ed hose speci ic s a egies ha we e employed o con ey in o ma ion e ec i ely. This suppo s
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