People-first tourism: Concept test in South Africa

Duarte B. Morais, Ernie Heath, Mapula Tlhagale, Fay Cobb Payton, Kate Martin, Khanjan Mehta, John Bass

Research output: Chapter in Book/Report/Conference proceedingChapter

12 Scopus citations


Many tourists are interested in locally beneficial experiences, which should afford opportunities for vulnerable individuals to earn their way out of poverty. However, host communities remain largely relegated to the role of passive tourees receiving only scraps from the tourism industry. This chapter introduces "People-First Tourism," a project that attempts to leverage information technology innovations and ubiquitous cell phones to provide micro-entrepreneurs with access to markets and to support peer networks, with two factors accounting for much of tourism's unfulfilled potential to enable dignified and sustainable rural livelihoods. The chapter reports the findings from fieldwork conducted in South Africa in January-February 2010, testing project validity with individuals from rural communities and with high-level tourism and telecom stakeholders.

Original languageEnglish (US)
Title of host publicationKnowledge Management in Tourism
Subtitle of host publicationPolicy and Governance Applications
EditorsFayos-Sola Eduardo
Number of pages14
StatePublished - 2012

Publication series

NameBridging Tourism Theory and Practice
ISSN (Print)2042-1443
ISSN (Electronic)2042-1451

All Science Journal Classification (ASJC) codes

  • Social Sciences (miscellaneous)
  • Tourism, Leisure and Hospitality Management


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