A critical supply-side examination of promotional considerations in South African cultural heritage tourism

Abstract

This study introduces an integrated enhancement model designed to promote cultural heritage tourism (CHT) among the factors contributing to cultural heritage tourism development. The integrated enhancement model comprises four main components which are referred to as "The 4Ms," each incorporating some of the eight enhancers known as "The 8Es." To determine the applicability of all eight enhancers within the four models, linear regression analyses based on Spearman's Rank Order Analysis were conducted. This analysis was undertaken to identify the variables that enhance the promotional factors, ultimately revealing significant relationships. Empirical evidence from selected South African sites indicates that the most effective enhancer for promoting cultural heritage tourism includes visual and accessibility cues. Additionally, this study provides recommendations for the most effective approach for implementing this integrated enhancement model to enhance cultural heritage tourism.