Cultural Tourism in South Africa: A Case Study of the Experiences of Employees

Cultural tourism has become an important research topic. In particular, authenticity issues and the commodification of local cultures have seen significant research attention. Despite this type of research’s growth, many locations in the Global South require investigation. This paper attempts to address this dearth by investigating the experiences of people employed at the Matsamo Cultural Village in the Mpumalanga Province of South Africa. Data was collected through a survey questionnaire and qualitative interviews. Participants were selected using purposive sampling, and collected data were analysed using content analysis. Major themes that emerged from the content analysis are the growth of tourist visitation at Matsamo Cultural Village and the motivation of employees to promote cultural tourism. While the Matsamo Cultural Village arguably authentically represents the local people and their Swati culture, it is contended that as the sector grows, employees will perceive cultural tourism as an economic means to an end rather than a cultural exposé celebrating Swati culture. These issues are untangled in the paper.