Seeking strategies for sustainability in Tourism Entrepreneurship in South Africa.

Tourism is hailed worldwide as a growing industry that contributes towards job creation and linking businesses in various destinations, while the same thing cannot be said about its progress in practising sustainable development initiatives. However, debates on linking sustainability with business elicit controversial connotations with a myriad of uncertain futures regarding business ventures. This study complements the existing discourses in exploring challenges experienced by tourism entrepreneurs (TE) in advancing sustainability. In post-apartheid South Africa, the tourism industry’s development has accelerated through the latest innovations generated in technology and transport, ubiquitous ecommunications, collaborations on local economic development, less defined geographical borders between the countries and climate change debates. A review of literature indicates that there is paucity of literature on sustainability for tourism entrepreneurship (TE). This study explores sustainability in the tourism industry by assessing merits and demerits in practising sustainable development with the intention to develop strategies that can mitigate these barriers. A document analysis approach was adopted to draw data from the literature review, policy documents, articles from accredited journal and books. Findings from this study recommend policy options on further integration of tourism towards sustainable development.