Motivation for tourists' participation in religious tourism in Eastern Cape: A case study of Buffalo City, South Africa

Abstract

This study investigates the perceptions of residents of Buffalo City (BC) with regards to urban tourism as a catalyst for economic development in BC. Urban tourism has recently been identified as one of the economic drivers in cities and towns and especially as such, in developing countries. This study also investigates the residents’ perceptions on urban tourism and the understanding of economic impacts of tourism in urban areas. The target population in this study involved BC residents as they were the ones
who are directly affected by urban tourism. A mixed methodological approach was followed and a total of
120 questionnaires were administered to BC residents, using a convenience sampling method. The findings of the study indicate that the residents deem urban tourism to be a suitable vehicle for economic development in BC. Furthermore, residents acknowledge that urban tourism plays a great role in economic
development of BC and that this role should be extended.

Full text

African Journal of Hospitality, Tourism and Leisure, Volume 6 (2) - (2017) ISSN: 2223-
814X Copyright: © 2017 AJHTL - Open Access- Online @ http//: www.ajhtl.com
1
Motivation for tourists’ participation in religious tourism
in Eastern Cape: A case study of
Buffalo City, South Africa
Lwazi Apleni* and Dr. Dinesh Vallabh
Walter Sisulu University
East London, South Africa
Email: lapleni@wsu.ac.za
and
Unathi Sonwabile Henama
Tshwane University of Technology
Pretoria, South Africa
Corresponding author*
Abstract
The purpose of this paper was to investigate the motivation for tourists’ participation in religious tourism.
Religious tourism has economic benefits for the tourism industry as it benefits local economic and social
development. Moreover, it is one of the oldest forms of tourism and continues to grow year by year. It is
also commonly referred to as faith tourism, for pilgrimage, missionary, or leisure (fellowship) purposes.
There are a number of religious events taking place throughout the world daily. These events tend to
highlight the seriousness of people engaging in religious tourism. The peak season for religious tourism in
South Africa (SA) is the Easter season. During this season a large number of people come as far as from
Southern Africa visiting different regions of SA including the Eastern Cape (EC) Province. For example,
Buffalo City in the EC has witnessed a number of visits by prominent people whose aim was to provide
spiritual healing, inspiration and revival of the people. The study will hopefully contribute to the body of
knowledge of religious tourism and religious events, as it creates greater awareness of religious events and
stimulates interest in the public at large in this important market. The article also enhances understanding
about religious tourism’s value and what exactly this incorporates.
Keywords: Religious, Economic, Tourism, Eastern Cape, South Africa, promotion.
Introduction
Tourism has grown in South Africa to become a leading sector that creates jobs in the country.
This has increased the political importance of tourism in a country with a stubborn and sluggish
unemployment rate. ‘’Following the first racially inclusive democratic elections in 1994, the
government’s efforts to eliminate poverty have been frustrated by the continued shedding of jobs
from the formal economy’’ Aliber (2003). It has been asserted that unemployment, poverty and
inequality persist as the fundamental socio-economic challenges facing South Africa. The
unemployment rate was about 25 % in 2011 with roughly half of all young people being jobless
(Faulkner, Loewald & & Makrolov, 2013). According to the South African Reserve Bank (2015b)
the formal sector employment decreased by 6, 5 % (or 460 700 job opportunities) during the 2008-
09 recession. The decline in jobs has been due to the decline in the contribution of mining and
manufacturing to the Gross Domestic Product (GDP) and therefore jobs. ‘’South Africa’s economy
expanded 1.3% in 2015, the slowest rate of increase since the Great Recession...Unemployment
rates remain high and may climb somewhat in the medium term’’ (South African Reserve Bank,
Open Rubric

African Journal of Hospitality, Tourism and Leisure, Volume 6 (2) - (2017) ISSN: 2223-
814X Copyright: © 2017 AJHTL - Open Access- Online @ http//: www.ajhtl.com
2
2016). In addition, government debt was 47, 1 % at the end of 2014. Tourism has emerged as an
excellent creator of jobs locally and globally. Binns & Nel (2002) noted that tourism has been
widely recognised by local authorities in South Africa as a mechanism through which development
can be attained, yielding benefits for local communities. The decline of mining has been an
opportunity for tourism to replace those jobs through the labour intensive jobs that tourism
creates. The sheer importance of tourism has led to it gaining greater political significance, with
the creation of a separate Department and Ministry of Tourism in 2009, in line with the objectives
stated in the White Paper on the Promotion and Development of Tourism in South Africa. Tourism
has been integrated into local economic development (LED) of almost all the municipalities and
has been included in the National Development Plan (NDP).
Why Tourism
Tourism is one of the world’s leading industries in the global economy and is mostly promoted for
its economic benefits across all countries’ (Henama and Sifolo, 2014). Tourism is an industry that
is located within the consumption economy, where the tourists consume a multiplicity of services
and products at the tourism destination area, whereas the primary drivers of many economies
have been production economies, driven my mining, agriculture and manufacturing. According to
Akama (2002) the economic justification includes arguments that the tourism sector generates
much sought after foreign exchange, contributing to the nation’s economic growth, the balance of
payments, regional development and in creating much needed employment. Empirical findings
also validate that tourism is an important aspect in the factor against the balance of payments
(Celik et al., 2013). Tourists undertake travel to a destination and import their foreign exchange
into the destination country, just like an exported product. Since tourism is like an export product
which is produced and consumed at the destination this is an important consideration. The
majority of the value adding happens at the destination area, which means that if a destination
uses pro-poor principles, there would be a smaller amount of economic leakage from the local
economy (Henama & Sifolo, 2017). The tourism industry is generally fragmented which means
that the provision of the tourism product offering includes a variety of stakeholders, because no
single operator can produce the total tourism offering.
The tourism product offering is essentially a service that must be simultaneously produced and
consumed at the destination area. This creates ample opportunities for value adding at the
destination, which would reduce leakage from the local economy, as pro-poor tourism principles
are applied. Holloway (1999) noted that the tourism product cannot be brought to the consumer,
but rather the consumer must be brought to the product. This means that additional
entrepreneurial opportunities occur in the transportation system that caters for tourists. Tourism
is seen as an effective source of foreign exchange earnings and is a significant generator of
employment according to Ramukumba (2016). Today, South Africa attracts more foreign
exchange from tourism than gold mining is able to realise, hence tourism is regarded as the ‘’new
gold’’ (Henama et al. 2016). The decline in the economic fortunes of South Africa can be traced
to the decline of mining and manufacturing in their abilities to generate jobs. According to
Croucamp & Hind (2014) economic growth is predominantly driven by the tertiary sector, with
tourism credited as one of the key sectors with an important contribution of 9.5% of the GDP.
Tourism is able to create the opportunities that will make small and medium enterprises flourish.
The majority of businesses in tourism are small and medium enterprises that are the main creator
of jobs in the economy. Tourism is different from other sectors, in that, it is a highly cross-cutting
sector and it includes a large diversity of services and professions, which is linked to many other
economic activities (Akinboade & Braimoh, 2010). Tourism linkages to other economic sectors

African Journal of Hospitality, Tourism and Leisure, Volume 6 (2) - (2017) ISSN: 2223-
814X Copyright: © 2017 AJHTL - Open Access- Online @ http//: www.ajhtl.com
3
are deep with backward linkages with basic infrastructure services such as energy,
telecommunications and environmental services, agricultural, manufacturing and construction
services according to United Nations Conference on Trade and Development. (2010). Ruane
(2014) notes that one of the economic benefits to the destination economy of tourism is the
amount that tourists spend during their visits. Tourists usually consume a bundle of goods and
services while travelling and the significant element of such a consumption bundle may be
identified as fitting into five broad commodity areas including accommodation, food, transport,
shopping and entertainment’ (Divisekera, 2010). The consumption by tourists of several products
and services therefore raises the gross national product of the destination. The tourism industry
is able to increase the tax coffers of the state through the collection of additional tax revenue as
more goods are produced which are then also taxed. According to Lea (1993) duties on alcoholic
drinks and petrol and a hotel room tax constitute an extra source of national income from the
tourism industry.
There are several sectors of the tourism industry that have low barriers of industry that increase
entrepreneurship that creates jobs and provides services to the tourism value chain. Tourism is a
catalyst for the development of other sectors of the economy because of its cross-cutting nature.
Ramukumba (2016) noted that tourism is relatively free of trade restrictions. It is impossible to
create trade barriers on tourism because it is essentially a service that is simultaneously produced
and reproduced at the destination area. According to Celik et al. (2013) the tourism industry is
promoted as an ‘’industry without chimney’’. Tourism is an industry that does not have a higher
carbon footprint when compared to other industries such as mining, manufacturing and electricity
production through thermal power stations.
Tourism is usually consumed for selfish reasons by the tourist and is regarded as payment for all
the hard work conducted in the year. As a result, the consumption of tourism is associated with
the happiness that it produces for those that consume it, which then improves their Quality-of-Life
(QoL). In research conducted by McCabe & Johnson (2013) it was noted that 77.1% of
respondents agreed that a holiday had improved their happiness, quality of life and optimism, in
addition, it led to improvements in family bonds as the holiday was an opportunity to spend time
with family. Carneiro & Eusebio (2011) observed that tourism enhances QoL of the travellers,
being the psychological and social relationships domains of QoL, the domains more positively
influenced by travel experience. In addition, because of the labour intensive nature of tourism
jobs, the growth of tourism is associated with the growth in jobs, which leads to better standards
of living if the tourism jobs are directed towards the inhabitants of the locality, so that their
happiness is attributed tp employment attainment. When the tourism industry improves the
standard of living and quality of life for the population, it will increase the resident support for
tourism. “Tourism development may have both positive and negative impacts on residents such
as tourism development generating economic benefits, which will consequently improve resident
quality of life. However, tourism development may trigger a variety of economic, socio-cultural
and environmental effects on a destination’’ (Rivera et al. 2015).
The aim is to always ensure that the positive impacts far outweigh the negative impacts
associated with tourism. Tourism is increasingly being viewed as a possible basic industry,
providing basics that may improve the QoL through the development of tourism products that can
be appreciated by residents, such as festivals, restaurants, natural and cultural attractions, and
outdoor recreational opportunities (Andereck et al. 2007). This means that tourism can lead to the
development of infrastructure that can be shared by the tourists and the locals. The legacy of the
2010 FIFA World Cup™ left improved communication, stadia and roads infrastructure which is
now used by local residents. Once a public good is provided, every tourist is able to enjoy visiting
the attractions part of a well-preserved environment (Rigall-I-Torrent, 2007).

African Journal of Hospitality, Tourism and Leisure, Volume 6 (2) - (2017) ISSN: 2223-
814X Copyright: © 2017 AJHTL - Open Access- Online @ http//: www.ajhtl.com
4
Tourism growth is perennial as the undertaking of holidays is part of a dominant consumer culture.
‘’International tourist arrivals have grown consistently, from 25 million in 1950 to 922 million in
2008, with tourism receipts rising from $2 billion to $944billion’’ (United Nations Conference on
Trade and Development, 2010). “Higher disposable incomes, smaller family size, changing
demographics, lower transportation costs, improved public health standards, infrastructure
development, and hospitable environments for tourists in many destinations have made tourism,
especially long-distance tourism, and activity within the reach and desires of many members of
many nations’’ (Eadington & Smith, 1992). The development of air travel and the ease of access
to the automobile have revolutionised tourism demand, by increasing accessibility to the transport
systems that ensure that tourism functions effectively. “The South African tourism industry is
valued at US$10 billion a year and is expected to rise sharply as government and the private
sector invest in a marketing and promotional drive” (Snyman & Saayman, 2009). As a result,
tourism is regarded as the fourth largest and the fastest growing industry in South Africa according
to Akinboade and Braimoh (2010).
Developing countries are becoming increasingly tourism destination orientated, and as outbound
tourism markets this applies especially to countries such as India, China, Turkey, Brazil and
Mexico. Because of all of the above-mentioned aspects, tourism has been accepted as an
imperative economic sector that requires dedicated attention. According to Binns & Nel (2002)
tourism development often comes at a price and economic gains must be balanced against social
and environmental costs. Booyens and Visser (2010) noted that tourism is increasingly regarded
as a viable vehicle for local economic development. Tourism is not a panacea for all the
development challenges that face localities. Destinations must plan the tourism development that
they seek, with the state ensuring that it works with the private sector to ensure that the majority
of the benefits remain at the destination area. Leakage from the local economy is undesirable as
such.
Special Interest Tourism
The growth of sub-cultures in the demographic variables of society has also led to the rise in
special interest tourism, which is different from mass tourism. “Special interest travel is travel for
people who are going somewhere because they have a particular interest that can be pursued in
a particular region or at a particular destination. It is the hub around which the total travel
experience is planned and developed” (Hall & Weiler, 1992). In fact “The growth in tourism in
South Africa during the past ten years resulted in the development of various types of tourism
such as: eco-tourism, cultural tourism, adventure tourism, business tourism, sports tourism, and
event tourism’’ (Strydom et al. 2006). Township tourism is an example of alternative tourism that
has grown in leaps and bounds in South Africa. Rogerson (2000) states that “Township tourism
represents one growing sector of tourism in post-apartheid South Africa, which the recent
promotion of centres such as Soweto as focal paints of international visitors interested in the
country’s political struggles and heritage’’.
Township tourism has been associated with ‘’heritage tourism’’, which is a market that developed
post-1994. According to Christo (2006) heritage tourism is a subgroup of tourism, in which the
main motivation for visiting a site is based on the place’s heritage characteristics according to the
tourists’ perception of their own heritage. Festivals have been developed by localities as events
that would increase the inward migration of tourists and improve the expenditure that happens at
the destination, and the most successful include Mangaung Cultural Arts Festival in Bloemfontein,
The National Arts Festival in Grahamstown, and the Durban July in Durban.

African Journal of Hospitality, Tourism and Leisure, Volume 6 (2) - (2017) ISSN: 2223-
814X Copyright: © 2017 AJHTL - Open Access- Online @ http//: www.ajhtl.com
5
Religious Tourism
Religious tourism is among the least explored tourists’ activities in the world of modern tourism
(Vukonic, 1998). Moreover, religious tourism is probably the oldest form of tourism in the world
according to Seyer and Muller (2011). Horner and Swaarbrooke (1999) cited in Rojo (2007)
explain how religious tourism is one of the oldest forms of tourism and has undoubtedly existed
long before Christianity. Religious tourism also known as faith-based travel is internationally
renowned and continues to grow year by year. According to Asiarooms.com (2009) approximately
10 million Muslims visit Mecca annually. Mecca, located near the western coast of Saudi Arabia,
is approximately, 45-minute east of Jeddah and is considered the heart of the Muslim world. India
as well has long been known as a very spiritual, strong religious area of the world. Jackowski
(2000) cited in Rojo (2007) contends that religious tourism is considered as a common motivation
for travel. Furthermore, Jackowski (2000) in Rojo (2007) estimates that approximately 240 million
people travel every year because of their religion, including inter alia Christians, Muslims and
Hindus.
Although religious tourism is one of the most understudied areas in tourism research (Vukonic,
1998) cited in Rojo (2007), increases in spirituality motivated travel have coincided with the growth
of tourism in the modern era (Lloyd, 1998) quoted by Rojo (2007). In view of the religious activities,
SA hosts many in relation to this. The peak season for religious tourism in SA is the Easter
season. During Easter season a large number of people come from across Southern Africa and
gather in Moria in Limpopo. In SA for instance, a highlight on the calendar is the Zion Christian
Church’s (ZCC) annual Easter religious gathering at Moria. Millions of people flock together at
Moria, and the worshipping lasts for several days. Some worshippers come from the neighbouring
countries such as Lesotho, Botswana, Namibia, Zimbabwe, and Mozambique (Prominent people,
2009).
There are number of religious events taking place throughout SA. These events tend to highlight
the seriousness of people engaging in religious tourism. Each year during the last three weeks of
October over 25,000 Zulu Shembes gather at Judea near Eshowe to meet their leader. This
festival takes place at Judea near Eshowe every year during October. Tens of thousands of
faithful pilgrims gather and resurrect the village disbanded the previous year. In this very vibrant
and colourful village hundreds of shops emerge selling items of food to religious visitors. A hive
of economic activity prevails in between a formal religious programme. There are two sessions
of prayer and traditional "prayer" dances performed by five distinct groups.
At prayer, all dress in long white robes (elders in green). At the dance, men sport traditional warrior
type gear. Older women wear modest black and beautifully beaded dresses and headgear. The
younger women are in Scottish attire (Graham, 2009). The Shembe religion is a combination of
Zulu culture and Christianity that has been based on the old testament of the Bible. The Shembe
pilgrimage welcomes visitors on their road of praise and worship, and members are happy to
share their beliefs and traditions with tourists and inquisitive minds. The most colourful Shembe
Pilgrimage that is attended by tourists, takes place at the beginning of every year, and is known
as the Shembe Pilgrimage to the Holy Mountain (South Africa.net, 2010).
Sharpley and Sundaram (2005) state that religious tourism is a form of tourism that is motivated
by faith or religious reasons and has been in evidence for centuries. Whilst no uniform definition
of religious tourism exists, it can loosely be described as travelling to visit a place, building or
shrine deemed sacred or holy (McKelvie, 2005). On the other hand, Wright (2009), defines
religious tourism as: “Travel to a religious destination site (for example: trip to holy land); travel

African Journal of Hospitality, Tourism and Leisure, Volume 6 (2) - (2017) ISSN: 2223-
814X Copyright: © 2017 AJHTL - Open Access- Online @ http//: www.ajhtl.com
6
with a spiritual intent (example: Christian conference) and leisure travel with fellowship intent
(faith- based cruise)”. Sharpley and Sundaram (2005) suggest that modern tourism has become
the functional and symbolic equivalent of more traditional religious practices, such as festivals
and pilgrimages. Ambrosio (2007) is of the view that religious tourism is on the basis of: the
evolution of the term (from pilgrimage to tourism); the growth of individual faith; the primary
motivation of pilgrims, tourists and religious tourists; the image differentiation (tourist versus
pilgrim); religious resources as tourist product; territorial and socio-economic impacts.
Smith (1992) in Collins-Kreiner (2006) explains how the link between pilgrimage and religious
tourism comes from the Latin peregrines which its interpretation is foreign, traveller, newcomer or
stranger. The term tourist, also with Latin origins means tornus or the one who makes a circuitous
journey, usually for pleasure and returns to the starting point. The contemporary use of the terms,
identifying the pilgrim as a religious traveller and the tourist as a vacationer, is culturally
constructed polarity that veils the traveller’s motives. Seemingly, the literature suggests that
religious tourism is about embarking on a journey in pursuit of spirituality.
Religious motivation
According to Nicolaides (2016) religious tourists or pilgrims seek to escape the stresses of daily
work and life in general. Many thus desire some spiritually invigorating formative and cultural
experience in which they growth and become enlightened by what they encounter at a destination.
Many enjoy dabbling in diverse world views and lifestyles and experiencing other cultures. On the
other hand, Grunewald, (1999) in Rojo (2007) states that for Christianity, the idea of pilgrimage is
undoubtedly linked to the belief that “The Church is pilgrim” as the will of people following God.
The religious sense of the people has found, its expressions in varied forms of mercy around the
sacramental life of the Church such as, among others, the pilgrimages. Horner and Swarbrooke
(1999) explain how religious tourism and the motivations to engage in this type of tourism is
unique in that it is driven by a sense of duty and obligation rather than a search for pleasure and
leisure. Olsen and Guleke (2004) describe how these types are complex. Olsen and Guleke
(2004) further explain that some tourists travel in order to maintain an identity, others to satisfy
the feelings of nostalgia, to experience the transcendent or to fulfil the teachings of particular
faiths as for example, the journeys to Mecca for devout Muslims.
Timothy and Olsen (2006) explain how a quest for understanding has always been an integral
part of a pilgrimage, and currently the emphasis on acquiring knowledge as a motivation has
increased. During medieval Christian pilgrimage periods, expiating sins, demonstrating faith or
the hope to be healed eclipsed the desire to learn by visiting new places. As medieval pilgrimage
evolved into modern religious tourism, the emphasis on gaining knowledge as a motivation for
undertaking the journey increased (Swatos and Tomas, 2002) in Timothy and Olsen, (2006).
Currently, opportunities for learning are often emphasised by organisers of and participants in
religious tours (Timothy and Olsen, 2006).
Religious Tourism throughout the World
Another interesting aspect of religious tourism is that of Ramadan. Millions of faithful Muslims
worldwide do not eat or drink between dawn and sunset during Ramadan (Francis and Sadiki,
2009). Ramadan is a month of sacrifice and humility punctuated by joyous family gatherings and
vast quantities of food (Erdbrink, 2008). Ramadan is by far the holiest month on the Islamic
calendar. It signifies strength, patience, tolerance and sacrifice as Muslims across the world give
up eating food and drinking water between sunrise and sunset. Eid, which translates to

African Journal of Hospitality, Tourism and Leisure, Volume 6 (2) - (2017) ISSN: 2223-
814X Copyright: © 2017 AJHTL - Open Access- Online @ http//: www.ajhtl.com
7
“festivities”, is the culmination of those thirty days and is spent with family, friends and prayer
(Francis and Sadiki, 2009).
The hajj by Muslims to the cities they deem holy in Saudi Arabia is distinctive illustration that
involves the mass movement of pilgrims every year. Numbers are strictly controlled, but set to
rise as the government pursues a policy of expanding space at certain holy sites and encouraging
an increase in the supply of accommodation and other amenities as well as enhancing supporting
infrastructure (Henderson, 2011). Furthermore, in countries such as Iran, Eid is generally a more
conservative celebration and with a focus is placed on charity and donating to those less fortunate.
In Indonesia, Eid is known as Hari Raya Idul Fitri and lasts for days. Lamps are lit as a symbol of
Eid, while many families from the cities travel back to their rural villages to celebrate with their
elders and families. In Europe, prayers are said in shifts in mosques to accommodate the masses
who attend and the day is generally spent with the immediate family. In Malawi, a light breakfast
is served. The main meal is lunch, where the destitute and poor are invited to celebrate with
wealthier families.
Andriotis (2009) asserts that Mount Athos is the largest, and, by far, most important community
of Eastern Orthodox monks in the world, and one of the most world’s renowned monastic
communities that claims to present the highest form of spiritual life known in the Christian society
and where male adherents flock in their droves.
Religious Tourism in India
Religious tourism has emerged as a booming market in India, according to the Delhi based
National Council for Applied Economic Research (NCAER) which shows that of the 230 million
tourist trips undertaken in India, the largest proportion is made up of religious pilgrimages
(Koldowski and Martin, 2008; India Brand Equity Foundation, 2004).
Undertaken by both rural and urban Indians, they outnumber leisure holidays in hill stations,
getaways to sea beaches and even trips to metropolitan cities. Approximately 23 million people
annually visited Tirupati, a temple town near the southern tip of India to catch a glimpse of a deity
known as Lord Balaji (Koldowski & Martin, 2008; India Brand Equity Foundation, 2004). Tirupati’s
annual list of pilgrims is higher than the total number of travellers visiting Mumbai, Dehli,
Bangalore and Kolkata put together. In the northern state of Jammu and Kashmir, annually 17.2
million devotees trek uphill for 15 kilometres to pay respects to a female goddess called Vaishno
Devi (Koldowski and Martin, 2008; India Brand Equity Foundation, 2004).
Another place of worship that is very popular amongst religious tourists in India is Akshardham
Temple (AT) Complex in New Dehli. The followers of Lord Swaminarayan work over this complex
by spreading and enhancing the flavour of spirituality and devotion with complete peace of mind.
This monument is based on authentic and modern techniques representing the impression or
imprint of Indian architecture with religious culture (Templepurohit, 2017). The AT complex
according to Srivastava (2009) is spread over an area of 100 acres. It was completed in November
2005 by the Bochasanwasi Shri Akshar Purushottam Swaminarayan (BAPS) movement under
the leadership of the spiritual head, His Holiness Pramukh Swami Maharaj. Furthermore,
Srivastava adds that BAPS is one of several subgroups of the Swaminarayan movement, all of
who have a global following with a predominance of Gujaratis. It originates from the state of
Gujarat in India.

African Journal of Hospitality, Tourism and Leisure, Volume 6 (2) - (2017) ISSN: 2223-
814X Copyright: © 2017 AJHTL - Open Access- Online @ http//: www.ajhtl.com
8
Religious tourism in South Africa
In view of the religious activities available, South Africa hosts many tourists in relation to these.
The peak season for religious tourism in South Africa is the Easter season. During Easter season
a large number of people come from across Southern Africa and gather in Moria in Limpopo. In
South Africa, a highlight on the calendar is the Zion Christian Church’s (ZCC) annual Easter
religious gathering at Moria. Millions of people flock together at Moria, and the worshipping lasts
for several days. Some worshippers come from the neighbouring countries such as Lesotho,
Botswana, Namibia, Zimbabwe and Mozambique (Prominent people, 2009). There are thus
number of religious events taking place throughout South Africa. These events tend to highlight
the seriousness of people engaging in religious tourism
Religious Tourism in Buffalo City
There have been number of visits by prominent people to Buffalo City whose aim has been to
provide spiritual healing. For example, a huge turnout was noted in River Park, when Pastor
Benny Hinn delivered a sermon to approximately 8000 people at River Park in April 2016 (Booi
and Kopo, 2016) In fact, Pastor Benny Hinn visits the Buffalo City annually to deliver his sermon
to the masses in Buffalo City. In the same vein, (Booi and Kopo, 2008) explain that, Taylor Dexter
Jakes visited Buffalo City with the purpose to inspire and revive people. Jakes is considered as
one of the world’s renowned motivational speakers and an internationally renowned pastor.
Research Methodology
In this research, self-completing questionnaires were used as the primary source of data, as they
assisted the researchers in obtaining a larger number of responses from willing participants. The
questionnaire comprised of both open and closed questions. Hundley, Milne and Leighton-Beck
(2000) point out that pilot studies can be based on quantitative and/or qualitative methods and
large-scale studies might employ a number of pilot studies before the main survey is conducted.
In the current study, the pilot study was intended to pre-test questionnaires. Its purpose was to:
 Develop and test the adequacy of research instrument;
 Collect preliminary data;
 Establishing whether the sampling frame and technique are effective; and
 Check the feasibility of the investigation by looking at subjects or participants available for
interview and their willingness to participate.
In this study, interviews were conducted so as to obtain first-hand information from the
respondents that attended the religious event in Buffalo City (East London). Data originally
collected for a different purpose and reused for another question is known as Secondary data
(Hox and Boejie, 2005) and was also used. Thus in this study, journal articles, maps and the
internet were used so as to get more clarity on certain aspects considered to be important.
Findings of the study
Respondents between the ages of 18 – 25 years represented the majority and numbered 44%.
Full time workers represented those respondents who actively participated in religious tourism.
Women constituted the majority who liked to attend religious events because they constituted
56%, while their male counterparts were only 44%. Based on the findings of the study, it can be

African Journal of Hospitality, Tourism and Leisure, Volume 6 (2) - (2017) ISSN: 2223-
814X Copyright: © 2017 AJHTL - Open Access- Online @ http//: www.ajhtl.com
9
concluded that women are more interested in religious tourism than their men counterparts.
Seemingly, couples were the majority because they constituted 52% while single respondents
were 48%. This may be attributed by the fact that they had sufficient time and money to attend
the event compared to single people. Interestingly, 46% of the respondents were white people
while blacks were 34%.
In the case of income, the study was not conclusive because some respondents (22%) felt that it
was confidential for them to give details about their financial status. However, it could be noted
that 16% of the respondents’ income was less than R1000.00. Moreover, 14% of the respondents
indicated that they had no income. It could be concluded that of the 14%, some were students
who depended on their parents or people who were unemployed and other respondents could
have been invited either by a friend, spouse or relative.
In terms of place of residence, 72% of the respondents came from the outside borders of Buffalo
City while 22% were from the city. It should be borne in mind that the Buffalo City is a tourist
attraction on its own. Apart from the respondents attending the religious event, one of the
motivational factors which made them to attend the event, could be that they also wanted to
explore Buffalo City. With reference to the qualification obtained, it was noted that those with
diploma or degree qualifications comprised some 74% while 24% were respondents with Grade
10 – 12 (formerly known as Standard 8 and 10 respectively). Seemingly, attending religious
events were determined by the level of education of the various respondents. Based on the
findings of the study, it can be explicated that people who are literate have a stronger preference
to go to church or a religious site than those who are illiterate.
The study further indicated that the majority (40%) of respondents travelled with their families and
those who travelled alone made up 34% of the sample. While 28% of the respondents travelled
with their friends. It is important to note that those who travelled alone were mainly students.
Based on the findings of the study, it could be concluded that students were the ones interested
in religious activities. About 70% of the respondents had a strong religious belief. With reference
to accommodation used by the interviewees, 28% of the respondents used bed and breakfast
(B&B’s) and other forms of accommodation. About 26% of the respondents used backpackers.
Hotels and lodges were not the first choice, because they were used by 8% and 10% of
respondents respectively and this reflects the higher cost involved for such accommodation. Land
transport seemed to have played a major role because 94% of the respondents used it. Only 6%
of the respondents used air transport. It could be said that those who used land transport drove
their own cars to the destination visited. In the same vein, full time workers comprised of 46% of
respondents. They opted to save their income and decided to use land transport which was
cheaper compared to air transport.
Interestingly, 56% of the respondents strongly agreed that the money spent by tourists in religious
events helps to stimulate the economy of Buffalo City. This is in line with the statement by Raj
and Morpeth (2007) which states that religious tourism has economic benefits for the tourism
industry in that it benefits local economic and social development. Only 38% of respondents
agreed that the money spent by tourists helps to create employment opportunities for Buffalo City
residents. Whereas 54% of the respondents were also among those who strongly agreed that
religious events that take place in Buffalo City help the city to become a “tourist city”. In terms of
the duration of stay, 54% of the interviewees spent 1 to 2 days while 32% preferred to stay
between 3 to 4 days. The significance of this analysis is that the number of days spent by the
respondents has boosted the economy of Buffalo City. The activities that respondents engaged
in during their spare time were leisure activities, with 56% of the respondents and 32% preferring
vibrant nightlife. Approximately 56% spent their leisure time on shows such as concerts and it is

African Journal of Hospitality, Tourism and Leisure, Volume 6 (2) - (2017) ISSN: 2223-
814X Copyright: © 2017 AJHTL - Open Access- Online @ http//: www.ajhtl.com
10
evident that there are a variety of attractive activities that Buffalo City offers its tourists.
Furthermore, this highlights that Buffalo City is a tourist attraction that is sought after.
Recommendations
This paper provides a sound basis for the study to be used by both the tourism industry (national,
provincial and local) to more effectively market destinations and for further research on religious
tourism. This would create relevance in the context South Africa especially the Eastern Cape
Province where there is a dearth of research in the area of religious tourism. As aforementioned,
there is a paucity of information regarding religious tourism in South Africa. Therefore, it is
recommended that further research be conducted in order to better comprehend the dynamics of
religious tourism within the context of tourism developing economy. Moreover, this will enable
researchers to conduct longitudinal studies, including those in the tourism industry.
Conclusion
The results obtained after the analyses, established that people are motivated to participate in
religious tourism because they want to uplift themselves spiritually and be closer or connected to
God (Andriotis, 2009; Nicolaides, 2016). Religion therefore becomes a very powerful determinant
for travel to a destination, a form of tourism consumption that is not leisure based. According to
Lui (2013) tourism has become a kind of fashion. Therefore, this paper has attempted to explain
what religious tourism is about, where it is today in terms of tourist notions as people desire to
have a connection with a Creator God. There is a correlation between tourism and religion
because people travel to various areas throughout the world in pursuit of spirituality and to connect
to a Higher Being. For example, ZCC in Moria, Limpopo attracts large numbers of people who
travel as far as Mozambique seeking healing and spirituality. Furthermore, the study elucidates
that religious tourism brings economic spin-offs, for example, Buffalo City given the large number
of people who attend these events which in turn creates employment opportunities for local people
and uplifts downtrodden communities. From the results analysed, it could be concluded that
religious tourism is one of the tourism typologies that is fastest growing globally speaking, in terms
of attracting large numbers of tourists, and this is also the case in South Africa.
References
Akama, J.S. (2002). The role of government in the development of tourism in Kenya. International
Journal of Tourism Research, 4: 1-13.
Akinboade, O.A. & Braimoh, L.A. (2010). International Tourism and Economic Development in
South Africa: A Granger Causality Test. International Journal of Tourism Research, 12: 149-163.
Aliber, M. (2003). Chronic poverty in South Africa: Incidence, causes and policies. World
Development, 31 (3): 479-490.
Andereck, K.L., Valentine, K.M., Vogt, C.A. & Knopf, R.C. (2007). A cross-cultural analysis of
tourism and Quality-of-Life Perceptions. Journal of Sustainable Tourism, 15(5): 483-502.
Andriotis, K. (2009). Sacred sites experience: A phenomenological study. Annals of Tourism
Research, 36(1): 64-84.
Asia rooms. (2009). Available from:

African Journal of Hospitality, Tourism and Leisure, Volume 6 (2) - (2017) ISSN: 2223-
814X Copyright: © 2017 AJHTL - Open Access- Online @ http//: www.ajhtl.com
11
http://www.asiarooms.com/travel-guide/saudi-arabia/mecca/mecca-overview/mecca-
tourism.html. [Accessed on 05 January 2017].
Booi, M. & Kopo, A., (2008). Thousands in EL cheer and clap US evangelist. Daily Dispatch, 15
October.
Booi, M. & Kopo, A., (2016). Join Pastor Benny Hinn for a special event. Daily Dispatch, 16
March 2016.
Binns, T. & Nel, E. (2002). Tourism as a local development strategy in South Africa. The
Geographical Journal, 168 (3): 235-247.
Booyens, I. & Visser, G. (2010). Tourism SMME Development on the Urban Fringe: The Case of
Parys, South Africa. Urban Forum, 21: 367-385.
Carneiro, M.J. & Eusebio, C. (2011). Segmentation of the tourism market using the impact of
tourism on Quality of Life. Tourism & Management Studies, 7: 91-100.
Celik, A. K., Ozcan, S., Topcouglu Yildirim, K.E. (2013). Effects of the tourism industry on the
balance of payment deficit. Anatolia: An International Journal of Tourism and Hospitality
Research, 24 (1) 86-90.
Christo, E. (2006). Heritage and cultural tourism: A marketing focused approach. In. Sigala, M. &
Leslie, D. International Cultural Tourism: Management, Implications and Cases. Oxford: Elsevier.
Croucamp, P. & Hind, C. (2014). The qualification of risk and tourism. African Journal of
Hospitality, Tourism and Leisure, 3 (2): 1-10.
Divisekera, S. (2010). Economics of tourist’s consumption behaviour: Some evidence from
Australia. Tourism Management, 31: 629-636.
Eadington, W.R. & Smith, V.L. (1992). Introduction: The Emergence of Alternative Forms of
Tourism. In. Eadington, W.R. & Smith, V.L .Tourism Alternatives: Potential and Problems in the
Development of Tourism. Sussex: John Wiley & Sons.
Erdbrink, T. (2008). Help for the heavy at Ramadan. Washington Post, 28 September.
Faulkner, D., Loewald, C. & & Makrolov, K. (2013). Achieving higher growth and employment:
Policy options for South Africa. South African Reserve Working Paper 1p/13/03. Pretoria: SARS.
Francis, F. & Sadiki, L., (2009). Celebrating Eid here and abroad. City Press, 20 September.
George, B. P. & Henthorne, T.L. (2007). Tourism and general agreement on trade in services:
Sustainability and other development concerns. International Journal of Social Economics, 34 (3):
136-146.
Graham, C., (2009). Shembe Celebration. Available from:
http://www.eshowe.com/article/articlestatic/25/1/20/. [Accessed on 11 January 2017].
Horner, S. & Swaarbrooke, J., (1999). Consumer Behaviour in Tourism. Elsevier.

African Journal of Hospitality, Tourism and Leisure, Volume 6 (2) - (2017) ISSN: 2223-
814X Copyright: © 2017 AJHTL - Open Access- Online @ http//: www.ajhtl.com
12
Hall, M.C. & Weiler, B. (1992). What’s Special about Special Interest Tourism? In Weiler, B. &
Hall, M. Special Interest Tourism. London: Halsted Press.
Henama, U.S. & Sifolo, P.P.S. (2014). International Migration though the Tourism Industry:
Implications, Challenges and Contradictions in South Africa. Urbanization and Migration as
Factors Affecting Global Economic Development. IGI.
Henama, U.S., Acha-Anyi, P.N. & Sifolo, P.P.S. (2016). The Low Cost Carrier Bandwagon:
Lessons from Skywise Airline. African Journal of Hospitality, Tourism and Leisure, 5 (2): 1-23.
Henama, U.S. & Sifolo, P.P.S. (2017). Tourism Migration in South Africa: Current Dynamics,
Immediate Challenges, and Future Prospects. International Journal of Innovation in the Digital
Economy, 8(1): 47-60.
Henderson, J.C. (2011). Religious Tourism and Its Management: The Hajj in Saudi Arabia,
International Journal of Tourism Research, 13: 541-552.
Holloway, C.J. (1999). The Business of Tourism. Fifth Edition. Essex: Longman.
Horner, S. & Swaarbrooke, J. (1999). Consumer Behaviour in Tourism. Elsevier.
Hox, J.J., & Boejie, HR. (2005). Data collection, primary vs. secondary. Encyclopedia of Social
Measurement, Vol. 1.
Hundley, V, Milne, J, Leighton-Beck, L. (2000). Raising research awareness among midwives
and nurses: does it work? Journal of Advanced Nursing 31 (1): 78-88.
Indian Brand Foundation Equity. (2004). Indians keep the faith: Religious booms in India.
Available from: http://www.ibef.org/artdisplay.aspx?cat_id=391&art_id=3043 [Accessed on 10
August 2009].
Institute for Economics and Peace. (2009). Global Peace Index 2012. Available from:
http://www.economicsandpeace.org. [Accessed on 10 August 2009].
Kar, J. (2009). Religious Tourism: A Case Study of the Greatest Religious & Tourism Industry of
Eastern India: Puri in Orissa. SSRN.
Kurlantzick, J., (2007). Spirituality and Religious Tourism. 21st Century Religious Travel: Leave
the Sackcloth at Home. New York Times, 29 April.
Lea, J. (1993). Tourism and Development in the Third World. London: Routledge.
Lee, M. (2002). The implementation of the GAYS and its impact upon tourism development: A
case study of Korea. Dissertation for Degree in Doctor in Philosophy Bournemouth University.
Lovell, K. & Lawson, K.S., (1970). Understanding Research in Education. University of London.

African Journal of Hospitality, Tourism and Leisure, Volume 6 (2) - (2017) ISSN: 2223-
814X Copyright: © 2017 AJHTL - Open Access- Online @ http//: www.ajhtl.com
13
Lui, K. (2013). Happiness and Tourism. International Journal of Business and Social Sciences, 4
(15): 67-70.
McCabe, S. & Johnson, S. (2013). The happiness factor in tourism: Subjective well-being and
social tourism. Annals of Tourism Research, 41: 42-65.
McKelvie, J., (2005). Religious Tourism. In Travel & Tourism Analyst, No 4 March. Mintel.
Nicolaides, A. (2016). Marian Tourism: Eastern Orthodox and Roman Catholic pilgrimage, African
Journal of Hospitality, Tourism and Leisure, Vol. 5 (4).
Olsen, D. & Guelke, J.K., (2004). Worldminds: Geographical Perspectives on 100 Problems. In
Janelle. D. ed. Springer. 596 - 597.
Prominent people. (2009). A website dedicated to famous people. Available from:
http://www.prominentpeople.co.za/lekganyane.aspx. [Accessed on 08 January 2017].
Raj, R. & Morpeth, N. D., (2007). Religious tourism and pilgrimage festivals management: An
International Perspective. CAD International.
Ramukumba. T. (2016). The role of government in support of tourism businesses: A perspective
from guest houses in the Eastern district region. African Journal of Hospitality, Tourism and
Leisure, 5 (1): 1-11.
Rigall-I-Torrent, R. (2007). Sustainable development in tourism municipalities: The role of public
goods. Tourism Management, 1-15.
Rivera, M., Croes, R. & Lee, S.H. (2015). Tourism development and happiness: A residents’
perspective. Journal of Destination Marketing & Management, 1-11.
Rogerson, C.M. (2000). Local economic development in an era of globalisation: The case of South
African cities. Tijdschrift voor Economiesche en Sociale Geografie, 91 (4): 397-411.
Rojo, D.M., (2007). Religious Tourism: The Way to Santiago. MA European Tourism
Management: Bournemouth University.
Seyer, F. & Muller, D. (2011). Religious Tourism: Niche or mainstream? In Papathanassis, A. The
Long Tail of Tourism: Holiday Niches and their impact on Mainstream Tourism. Edited. Gabler
Verlag.
South Africa. (2010). Shembe Pilgrimage - A Spiritual Experience amongst the Zulu. Available
from: http://www.southafrica.net/blog/shembe- pilgrimage-a-spiritual- experience-amongst-the
zulu. [Accessed on 31 January 2010].
South Africa Reserve Bank. (2015a). Financial Stability Review, September 2015. Pretoria:
SARS.
South African Reserve Bank. (2015b). Quarterly Bulletin, September 2015. Pretoria: SARS.
South African Reserve Bank. (2016). Annual Report 2015/16. Pretoria: SARB.

African Journal of Hospitality, Tourism and Leisure, Volume 6 (2) - (2017) ISSN: 2223-
814X Copyright: © 2017 AJHTL - Open Access- Online @ http//: www.ajhtl.com
14
Srivastava, S. (2009). Urban Spaces, Disney-Divinity and Moral Middle Classes in Dehli.
Economic and Political Weekly Vol. 44 (26/27): 338-345. JSTOR.
Strydom, A.J., Saayman, A. & Saayman, M. (2006). The Economic Impact of the Volksblad Arts
Festival. Acta Commercii, 87-98.
Snyman, J.A. & Saayman, M. (2009). Key factors influencing foreign direct investment in the
tourism industry in South Africa. Tourism Review, 64 (3): 49-58.
Temple Purohit. (2017). Akshardham Temple, Delhi. Available from:
http://akshardham.com/explore/Mandir/. [Accessed on 31 January 2017].
Timothy, D. & Olsen, D., (2006). Tourism, Religion and Spiritual Journeys. Routledge.
Vukonic, B., (1998). Religious Tourism Economic Value or an Empty Box? In Zagreb International
Review of Economics and Business, 1(1):83-94.
Wright, K. ca, (2009). Religious Tourism: A new era, a dynamic industry. (No Place): (No
Publisher).