Abstract

Tourism continues to be a driver of economic growth and contributes to direct and indirect employment. The diversity of visitor experiences has allowed more South Africans and visitors to explore individual stories, communities, authentic places and ideas that shape the social and physical environment. Considering that tourists are becoming major role players in sustainable tourism, this study sought to determine the push and pull factors for tourists visiting cultural and heritage sites in KwaZulu Natal. The push and pull factors were then analysed and triangulated with other attributes of the subcategories. The results are that the sustainability of cultural and heritage places have improved due to public participation and tourism awareness. The push factors identified include the desire for escape, relaxation, and exploration of cultural heritage sites. Tranquillity, authentic natural environment, rurality and emotion were found to be the main pull factors. The study concludes that KwaZulu Natal is becoming a favourable cultural tourism destination with participants expressing satisfaction with the essential amenities.