Adaptation strategies for the Franschhoek Rond & Bont community-based tourism route in the context of the Covid-19 pandemic

Abstract

Set within the trajectory of the impacts and implications of the COVID-19 pandemic in the tourism industry and with a dearth of literature on the effects of the pandemic on the community-based tourism sector, this study investigates adaptation strategies for the Franschhoek Rond & Bont Community-Based Tourism route. Adopting a qualitative research approach, face-to-face interviews were conducted with 13 stakeholders of the Rond & Bont Community-Based Tourism route in the Franschhoek valley. The study followed a non-probability sampling process, and the snow-ball sampling technique was employed in the collection of data. The data gathered was transcribed and analysed using Creswell’s six-step data analysis. The empirical findings highlighted that the Rond & Bont Community-Based Tourism route enjoys a range of businesses and cultural resources potential for successful Community-Based Tourism. Moreover, the findings highlight the severity of the impacts experienced by businesses on the Rond & Bont Community-Based Tourism route consequent to pandemic-induced restrictions. Another key aspect prevalent from the findings is the prodigious vaccine hesitancy amongst some stakeholders in the Rond & Bont Community-Based Tourism route. Insights from the study should prove critical for recovery efforts by stakeholders on the route. Additionally, the study noted pre-pandemic underlying challenges that exacerbated the impacts of the pandemic which could potentially hinder recovery strategies proposed for the route. The study provides fresh insights into proposed innovative planning and strategy implications for all stakeholders involved. Moreover, the study recommends that innovative planning, extensive stakeholder consultation, socio-psychological strategies and a revised marketing mix forms crucial strategic adaptation efforts for the Franschhoek Ront and Bont Community-Based Tourism Route.