Responsible tourism as a strategic marketing tool for improving the negative image of South Africa

Richard George

Research output: Contribution to journalArticle

1 Citation (Scopus)
120 Downloads (Pure)


Purpose – The purpose of this article is to examine the effect of a destination positioning itself as a responsible tourist destination to improve its image.

Design/methodology/approach – A review of the literature pertaining to responsible tourism management, crime-risk and destination image.

Findings – This paper observes that responsible tourism policy can help improve the image of destination South Africa.

Practical Implications – This paper provides recommendations for destinations impacted by negative global perception or being seen as a risky area to travel to in the context of crime.

Originality/value – This paper examines the link between responsible tourism management to counter the negative image of crime-risk in South Africa. In general, there is a dearth of research on this association.
Original languageEnglish
Pages (from-to)543-554
Number of pages12
JournalWorldwide Hospitality and Tourism Themes
Issue number5
Publication statusPublished - 9 Oct 2017



  • sustainability
  • tourism
  • South Africa
  • responsible tourism
  • destination image

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