Opportunities for small, medium and micro-tourism enterprises in South Africa

Abstract

The purpose of this study was to determine the opportunities for small, medium and micro tourism enterprises (SMMEs) in South Africa. In view of the complex nature of the tourism industry, it was deemed necessary to clarify the role and position of entrepreneurs in South Africa by means of a SWOT analysis (an analysis of Strengths, Weaknesses, Qpportunities and Threats) as well as a survey amongst stakeholders in the industry. By these means it emerged that various aspects play a role in the running of an effective, successful tourism organisation. Anyone can start a tourism business, but maintaining it successfully is a different story. Certain characteristics are required, a few of these being leadership, commitment and determination, adaptability, self-reliance, creativity, an obsession with opportunity, as well as a tolerance of risk, ambiguity and uncertainty. To conclude: entrepreneurs need not be "born", but can be developed. Environmental factors or events can be instrumental in the shaping of perceptions and attitudes in individuals. The aim of the SWOT analysis is to clarify the current position of SMMEs in South Africa. The relevant aspects, namely strengths, weaknesses, opportunities and threats, were determined by combining the views of different authors, viz Bennett, 2000; Dannhauser, 2000; Dean, 1999; Dott, 2000; Harrison et al., 1997; Heath, 1993; Koh, 1996; Kuscus, 1996; Lambris et al., 2000; Lund et al., 1999; McGrath et al., 1997; Rogerson, 2000; Schwenke, 2002; Sheridan, 2000; Saayman & Saayman, 1999; Saayman, 2000; Visser, 1997 and Zulu, 1998. Following the literature study, a survey was conducted in order to determine current opportunities of tourism SMMEs in South Africa. The information thus obtained was reproduced and reviewed statistically. The tourism industry is discussed to provide a description of the environments that influence opportunities in the tourism industry. Tourism has the potential of stimulating the much-needed demand for SMME products and services.

Opportunities for SMMEs are available and entrepreneurs should just take advantage of it. It is emphasized that a successful tourism industry is based on entrepreneurship and the involvement of the private sector on the one hand, and the guidance and support of the Government on the other.