Producing and imaging ‘place’ and ‘people’: the political economy of South African international tourist representation

Abstract

ABSTRACT Tourism is increasingly recognised and studied for its economic, political and social importance. This article examines the political economy of tourist imaging in South Africa, and its effect on tourism impact in the country. It investigates the nature of the international tourism production system that South Africa is part of, and the role of producers, particularly tour operators and marketers, in the creation and dissemination of distinct images. It is shown that the image that is predominantly sold by such producers in international markets—focused on the natural, rather than the cultural components of the South African tourist product—is a continuation of the image established during the apartheid era. This has a developmental impact, moreover, as tourist imaging affects tourist flows. This negates the attempts of the South African government to develop and promote a more encompassing image, one that is dually aimed at meeting some of the domestic, political and economic objectives of the government, and shore up some of the government's foreign policy endeavours. Overall, analysing the political economy of a sector such as tourism can provide useful insights into some of the strategies used by developing countries to participate in global systems of production and consumption, and factors that influence their success.