An investigation into the ABSA Klein Karoo National Arts Festival (ABSA KKNK) as a vehicle for sustainable tourism development in Oudtshoorn

Abstract

The revenue generated by tourism can be directed to the social and cultural well being of communities. This aspect is considered as an important social dimension of sustainable tourism. Management should develop a prescient, well-founded, and creative view of future opportunities that will spur pre-emptive competence-building, provide focus into their efforts, ensure consistency in investment programmes, and serve as a guide for decisions concerning strategic alliances and acquisitions. It is necessary to acknowledge the impact of tourism on the socio-economic development of communities. The creation of employment, transfer of skills, contribution to venue infrastructure, local arts and cultural development, as well as the process of product ownership to show their willingness to do so, may add to a great deal of community pride. Over a period of time, the ABSA Klein Karoo Nasionale Kunstefees (KKNK) has developed into a major arts festival in South Africa. Since its inception in 1994, and with an initial investment of R750 000.00, the festival turn-over grew to an estimated R65 million in 2006. As the festival operates as a Section 21 Company (an organisation not for gain), funding depends entirely on grants, donations, contributions and corporate sponsorships. Arts festivals can be grouped within the current corporate and social funding framework of ABSA Bank. Despite the type and rate of growth, local communities and consumers have reached different stages in the adoption of the festival.