tourists' expectations and perceptions of the robben island museum—a world heritage site

World of Museums

Tourists’ expectations and perceptions of the Robben

Island Museum—a world heritage site

Nancy Phaswana-Mafuyaa,*, Norbert Haydamb

aChief Research Manager, Human Sciences Research Council, Private Bag x9182,

Cape Town, 8000, South AfricabTourism Research Unit, Cape Peninsula University of Technology, Cape Town, South Africa

Received 24 June 2004; revised 2 February 2005; accepted 15 February 2005

Abstract

The objective of this study was to explore the expectations and perceptions of tourists visiting the

Robben Island Museum. Two surveys were conducted concurrently during the month of September

1999, using semi-structured questionnaires. A convenient sample of 135 tourists was interviewed

before boarding the boat, using the expectations questionnaire. The same respondents were

interviewed again once they had visited the museum in order to rate the services and facilities. It was

found that the museum provides the majority of the facilities and services expected by visitors. The

conceptual framework offered in this study leads to an improved understanding of the heritage

sector, provides lessons and insights for other destinations worldwide, and serves as a benchmark

and platform for future investigations.

q 2005 Elsevier Ltd. All rights reserved.

Keywords: South Africa; Robben Island museum; Tourism; World heritage site; Cultural tourism; Museums and

social responsibility

1. Introduction

The democratic elections of the new Government of National Unity in 1994, 1999, and

2004 respectively, set South Africa on a path of renewal and transformation. The country

is currently undergoing a profound period of transformation. The rationale for this

Museum Management and Curatorship 20 (2005) 149–169

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doi:10.1016/j.musmancur.2005.02.001

* Corresponding author. Tel.: C27 21 4667914; fax: C27 21 4612696.

E-mail address: [email protected] (N. Phaswana-Mafuya).

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N. Phaswana-Mafuya, N. Haydam / Museum Management and Curatorship 20 (2005) 149–169150

transformation is to heal the divisions created by the past regime and establish a society

based on democratic values, social rights and fundamental human rights (South Africa,

1994, 1996). The transformation process permeates every level of government, every

department, and every institution. Tremendous political and social changes are reshaping

the overall social structure, its institutions, and economic systems, in order to build a

united South Africa that is able to take its rightful place as a sovereign state in the family of

nations (Hyslop, 1999). Arts, culture and heritage cannot be an exception in this process,

since they too were overtly affected by the maldistribution of skills and poor infrastructure

during the apartheid era (Department of Arts, Culture, Science and Technology, 1996). Up

until the end of the apartheid era in 1994, as with other areas of South African society

during the apartheid era, the cultural sector was generally divided along racial lines

(Zietsman, 2004). Publicly-funded institutions such as museums, galleries, and

performing arts institutions catered primarily to the interests of white people, while the

artistic needs and aspirations of the black majority had no voice whatsoever in

Government policy. In the monumental shifts of the past decade, however, the voice of the

cultural community has grown in strength and unity. The change has been so dramatic, that

today the cultural sector has become the driving force behind cultural policy decisions of

the ‘New South Africa’ (Zietsman, 2004). To this end, a policy for the reconstruction of

arts, culture, and heritage was developed in order to promote the arts, culture and heritage

of South Africa, as significant and valuable areas of social and human value (Department

of Arts, Culture, Science and Technology, 1996).

Like the cultural sector during the apartheid era, tourism development has also largely

been a missed opportunity in South Africa (Department of Environmental Affairs and

Tourism, 1996). The tourism industry was overprotected from foreign competition

through limited international investment in tourism facilities; protected from demanding

tourists through allowing a limited flow of international tourists into the country; and

protected from itself through having suppliers who catered to a largely homogenous and

predictable clientele, i.e. the easily identifiable needs of the privileged class. As such, the

potential of the tourist industry to spawn entrepreneurship, to create new services (e.g.

local entertainment, handicraft, etc.), to ‘drive’ other sectors of the economy, to strengthen

rural communities, to generate foreign exchange, and create employment has been limited

(Department of Trade and Industry, 2004; Lubbe, 2003; Department of Environmental

Affairs and Tourism, 1996).

The phenomenal South African tourism resource base is characterised by a unique

cultural diversity, inter alia: museums and unique archaeological sites; unique and

distinctive music, art forms and traditional rituals; mission settlements; sites of slave

occupation; urban space for ritual purposes; rock formations; and natural landscapes. All

these have national and international cultural significance, but were not used to the

maximum benefit of society at large (Department of Trade and Industry, 2004; Lubbe,

2003; Department of Environmental Affairs and Tourism, 1996). Consequently, 30% of

visitors who came to South Africa came for its scenic beauty, while 26% came for its

wildlife (Lubbe, 2003). After 1994, however, 27% of tourists who came to the country

came to see the ‘New’ South Africa, while 21% came to experience its cultural offerings.

In other words, 48% of tourists to this country are motivated by culture as a reason for

visiting. Similarly, the study conducted by the World Travel and Tourism Council (2002),

N. Phaswana-Mafuya, N. Haydam / Museum Management and Curatorship 20 (2005) 149–169 151

indicates that the majority of South Africa’s tourists are attracted by its contemporary

political and social history. A survey conducted by South African Tourism in 1998

(George, 2001) indicated that in the year 2000, South Africa’s heritage and culture

together accounted for 54% of foreign tourists’ motivation for visiting, second only to

scenic beauty, and far in excess of factors such as climate and wildlife.

The pattern largely corresponds to international trends. Throughout the world,

museums, art galleries, heritage sites, historic landmarks, archaeological sites and

festivals have become major tourist attractions. Rather than just being peripheral or

secondary attractions, arts and heritage are increasingly becoming major catalysts in the

whole travelling experience. The World Tourism Organization estimates that 37% of all

global trips have a cultural element, and that by the end of this century, an annual

increase of 15% is predicted. In the United States, an opinion poll reported that 40% of

American travellers were interested in ‘life-enhancing’ (such as cultural/heritage) travel.

Other research in the United States shows that, in a 3-year period, there has been an

increase from 18 to 31 million tourists from Europe and Japan who pursued culture and

nature as part of their itinerary. The research conducted by the British Tourism Authority

shows that more than half of the people who visit the United Kingdom see arts and

entertainment as a major reason for their arrival. A survey of summer tourists in France

showed that in 1991, 42% of tourists visited a monument, exhibition, or gallery, and

25% went to a theatre, concert, opera or music festival. The search for knowledge and

culture is seen as an important motive for travel, and for tourists increasingly wanting to

combine learning and leisure. Southern Africa is viewed as having an abundance of

authentic culture, and a rich cultural heritage that is highly rated among international

tourists (Department of Arts, Culture, Science and Technology, 1996). The rich cultural

heritage of South Africa has an enormous potential for benefiting communities in the

form of job creation, training of staff and service providers, profit sharing and the

conservation of historic sites and buildings (Gossling, 2000; Department of Arts,

Culture, Science and Technology, 1996).

Today, South Africa recognises cultural tourism as a rapid growth area and a focal point

(due to its contribution to South Africa’s anti-apartheid struggle) in tourism worldwide,

and hence the country has embarked on an aggressive strategy to develop the cultural and

heritage sites which are tourist attractions (Balindlela, 2001; Department of Arts, Culture,

Science and Technology, 1996). To this end, the country has been active in developing

cultural tourism offerings, including the development and promotion of heritage sites, arts

and crafts centres, unveiling old traditions and customs, historic sites, and heritage in the

form of cultural villages. Investment funds are being sourced for these, in order to present

a heritage that has been ‘hidden from view’ for many years (Inskeep, 1991; Keyser, 2002;

Department of Arts, Culture, Science and Technology, 1996; Witz, Rassool, & Minkley,

2001). Currently, there are 400 publicly funded museums, including small municipal

institutions, provincial municipal services, and large national museums which each attract

more than half a million visitors a year (Department of Arts, Culture and Heritage, 1996).

The continued survival of cultural tourism offerings, however, depends on their ability to

continually attract large numbers of tourists. With the fast growing and changing tourism

market characterised by an increase in purchasing ability, greater availability of leisure

time, economic expansion, globalisation and the modern industrial world which is


threatening this heritage (Bernard & Dominguez, 2000; Galla, 1998; George, 2001;

Prentice, Witt, & Hamer, 1998; Shackley, 2001; Smith, 2001), cultural tourism offerings

are faced with numerous challenges. The World Travel and Tourism Council (2002),

however, highlights that though South Africa has the potential to become one of the

world’s great new (cultural) tourism destinations, as many of the strategic and operational

aspects appear to be in place. There is insufficient focus on implementation, however, and

this has limited the return on investment and caused targets to be consistently missed.

Cultural tourism offerings must meet a range of challenges to develop sustainably and

remain competitive in the cultural market place. These challenges include, among others:

†
Broadening options to respond to the increasing demands of more sophisticated
tourists, without exploiting their culture;

†
Determining the tourists’ profile, needs, expectations, perceptions, attitudes and
experiences of cultural villages in order to ensure repeat visits;

†
Establishing a more balanced view of cultural tourism offerings, combating cultural
prejudice; and

†
Contributing to development and the fight against poverty.
The above-mentioned can be addressed, according to City of Cape Town

(unpublished), in the following ways:

†
Investment facilitation: public and private investment in the cultural tourism offerings
and infrastructure is the key to its development.

†
Linking destination marketing and product development: the cultural tourism offerings
need to ensure that they meet and exceed the promises made by marketing

communication.

†
Market-driven product development: the effort to develop cultural tourism offerings
must be based on an understanding of what the market wants and must focus on the

unique characteristics of the cultural tourism offerings.

†
On-going and focused research: future decisions about the development and marketing
activities of cultural tourism offerings should be based on sound and accurate market

research.

†
Partnership: the most effective partnerships and alignments must be established
between the public and private sector, including different spheres of government,

industry and the community,

†
People investment: in order for the cultural tourism offerings to succeed and contribute
to the livelihoods of the local community, they must be supported by the appropriate

strategies for training and skills development.

†
Quality service and standards: there must be a close alignment between the promises
made to visitors and the offerings delivered. There must be a focus on accessibility,

safety, cleanliness, service quality, information provision, and so forth.

†
Sustainability: the long-term future of any cultural tourism offering is linked to
developing tourism in a way that respects and protects its natural, cultural and built

heritages and lifestyles, and leads to the improvement of the livelihoods of the local

inhabitants.


The aim of this article is to assess some of the above-mentioned challenges by

exploring tourists’ expectations and perceptions of a South African National Monument,

National Museum, National Heritage Site and a World Heritage Site-the Robben Island

Museum, henceforth referred to as RIM. The island has been the subject of books, poems,

plays, and a vast oral mythology, and the study was aimed at gaining a better

understanding of what it is that tourists hope to gain from the RIM experience. This was

also done in order to be in a position to make recommendations as to how the RIM could

be enhanced to play a greater role in tourism to the Cape Metropolitan region. It was

assumed that only when customers’ needs and expectations are known and understood,

and are properly managed, will the economic benefits of the RIM be realised for the local

tourism economy. In a period of greater commitment to cultural and natural heritage and

growing popular support for cultural tourism, the need for this kind of research has become

apparent in order to address some of the challenges highlighted earlier (Henderson, 2002;

United Nations Educational, Scientific and Cultural Organisation, 2002).

2. Brief overview of Robben Island museum

A brief overview of the RIM is provided in this section based on various sources

(go2africa.com, 2003; Prison Tourism, 2002–2003; RIM, 2001; Smith, 1997; University

of the Western Cape-Robben Island Mayibuye Archives, 2001).

Robben Island is a flat island of the Western Province of South Africa, situated 11 km

from South Africa’s mother city, Cape Town, in the middle of Table Bay, within clear

sight of the city. At its highest point, the island receives only 300 mm of rain a year. Its

12-km circumference is like a small heart cut from the mainland bosom that for years

monitored and regulated the pulse of the nation. The island is low-lying, with the highest

point, also known as Minto’s Hill (named after a 19-century Surgeon-Superintendent of

the General Infirmary), being 24 m above sea level. The climate is Mediterranean, as in

nearby Cape Town, but the island experiences stronger winds and comparative extremes in

temperature.

People lived on Robben Island for many thousands of years prior to its becoming a

museum. Since the Dutch settled at the Cape in the mid-1600s, Robben Island has been

used primarily as a prison. Indigenous African leaders, Muslim leaders from the East

Indies, Dutch and British settler soldiers and civilians, women, and anti-apartheid

activists, including South Africa’s first democratic President, Nelson Rolihlahla Mandela,

and the founding leader of the Pan Africanist Congress, Robert Mangaliso Sobukwe, were

all imprisoned on the island. Robben Island has not only been used as a prison. It was also

used at various times between the 17th and 20th centuries as a hospital for socially

unacceptable groups (leprosy patients, and the mentally and chronically ill during 1846–

1931), and as a military base (a training and defence station during World War II between

1939–1945). In the 1840s, Robben Island was chosen for a hospital because it was both

secure (isolating dangerous cases) and healthy (providing a good environment for cure).

Today, however, Robben Island is perceived as a place of oppression, as well as a place

of triumph. It tells about victory over apartheid and other human rights abuses,

including ‘the indestructibility of the spirit of resistance against colonialism, injustice


and oppression’. Overcoming opposition from the prison authorities, prisoners on the

island, after the 1960s, were able to organise sporting events, political debates and

educational programmes, and to assert their right to be treated as human beings, with

dignity and equality. They were able to help South Africa establish the foundations of

modern democracy.

Since 1997, Robben Island has been a declared a museum and a conservation area, and

was declared a World Heritage site in 1999. The United Nations Educational, Scientific

and Cultural Organisation (2002) justified Robben Island’s inclusion because the buildings

bear eloquent testimony to its sombre history. In tune with the ruling party’s (African

National Congress) policy of reconciliation and nation building, the United Nations

Educational, Scientific and Cultural Organisation designation stamps the museum as a site

of secular pilgrimage. Like the Truth and Reconciliation Commission, the resurrection of

Robben Island as a museum was a refusal to forget the past, combined with a commitment

to focus on healing and national transformation. Since 1997, over one million people have

visited the RIM. The RIM, operating as a site or living museum, aims to develop the Island

as a national and international heritage and conservation project for the new millennium.

In managing its resources and activities, the RIM strives to maintain the unique symbolism

of the island, nurture creativity and innovation, and contribute to the socio-economic

development and the transformation of South African society, as well as the enrichment of

humanity. In implementing its vision, the RIM constantly focuses on:

†
maintaining the political and universal symbolism of its heritage;
†
conserving and managing its natural and cultural heritage and resources;
†
promoting itself as a platform for critical debate and lifelong learning; and
†
managing itself in a manner that promotes economic sustainability and development.
In its operations, the RIM:

†
strives to deliver the highest quality of work, services and programmes in a sustainable
and cost-effective manner;

†
recognises the importance of visitors and clients and strives to give them a unique
experience and the best possible services;

†
values its staff and recognises their contribution and performance as critical to its
effectiveness;

†
strives to counter all forms of unfair discrimination (including sexism, racism and
ageism), and values its autonomy from political interference, using a non-sectarian

approach;

†
is a learning institution, which embraces learning processes in all its work, and values
development and training, both internally and externally; and

†
operates in a local, national and global environment, and strives for dynamic and mutually
beneficial relations with a wide range of partners and suppliers. It is committed to providing

access and opportunities to historically disadvantaged communities.

The natural environment of the RIM has about 132 bird species. These include seabirds,

water birds and terrestrial birds. There are also two species of amphibians, eight species of


lizards and geckos, three species of snakes, and various species of tortoise on the museum.

Small herds of bontebok, springbok, steenbok, fallow deer and eland, as well as an

increasing number of ostriches, live on the island. There are also a large number of seals

(the derivation of the island’s name) and whales around the island waters.

The physical environment of the RIM acts as an important enhancement to the tour

experience. It has various features such as Cape Town harbour, ferry, ex-warden houses,

cannons, graveyard, hospital, houses/cottages, kramat (shrine, usually a tomb of a Muslim

holy man and often a place of pilgrimage), a landing strip, leper church, guest house,

lighthouse, limestone quarry, maximum security prison, mess hall, Murray Harbour, old

governor’s house, power station, post office, roads (gravel and tarred), staff houses, village

school, and village shop (residents only). Daily tours of about 4 h, including the one-hour

ferry rides are offered (weather permitting), from the Waterfront in Cape Town.

3. Methodology

The RIM obviously has to fulfil certain expectations of prospective tourists in order to

deliver a product that will satisfy tourists. For this to be possible, it is vital to determine

and understand exactly what these expectations are. In this regard, the Tourism Research

Unit at the Cape Peninsula University of Technology executed a pilot study in August

1999 to determine the expectations of tourists. The results of the pilot study have not been

presented in this paper, although they are referred to. The pilot study not only provided

critical preliminary information that was explored further in the current study, but also

helped in rewording the original questionnaire-ambiguity of meaning was eliminated and

clarity, comprehensibility and simplicity of items were ensured. Two postgraduate

students of the Cape Peninsula University of Technology subsequently conducted two

surveys concurrently (from the 8th to the 19th of September, 1999), using a descriptive and

quantitative research design based on convenience sampling. The study was sponsored and

supervised by the Tourism Research Unit. The RIM management committee was invited

to make comments with regard to the measurement instrument, and were kept up-to-date

with the developments of the study throughout. The surveys were executed using semi-

structured questionnaires to determine tourist expectations and perceptions. Semi-

structured questionnaires were used because they have demonstrated the validity and

reliability of measurement over the years; provide factual information on the subject under

investigation; provide the respondents with an opportunity to give their own accounts of

behaviour, attitudes and intentions; guarantee anonymity of response; and reduce and

eliminate differences in the way in which questions are asked and how they are presented.

The questionnaires were printed in English, this being the language most commonly

understood among international tourists. Research Assistants approached tourists before

boarding the boat, inviting them to participate in the study and advising them on: (a) their

status as volunteers, (b) their right to refuse to answer any question, (c) the legal liabilities

of their participation, (d) confidentiality, and (e) limitations of anonymity due to the nature

of the study. Respondents who consented to participate in the study opted to be

interviewed or to complete the expectations’ questionnaire by themselves. The average

length of time for completing the questionnaire was 20 min. The same respondents were


interviewed again after visiting the museum, in order to rate the services and various

facilities of the museum. The questionnaires were administered using the intercept method

of personal interviewing. This method was chosen because of convenience factors, i.e. the

respondent base being difficult to contact any other way. The total number of respondents

successfully intercepted in this study was 135. The majority of the respondents (54.8%)

were between the ages of 26–50 years. A slight majority (54.6%) of the respondents were

female. Most visitors were from a westernized society, as 45.5% of the respondents were

from European countries, 11.3% from the United States of America and the rest from

Southern Africa (43.2%). The vast majority (65.6%) of the respondents had more than

13 years of education. Approximately 66% of the respondents’ home language was

English. A small element of bias may have entered the study as a result of the exclusive use

of the English language. However, most respondents originated from countries with

English as a first or second language. An element of variable error entered the study due to

the nature of the intercept method used.

4. Results

4.1. Section A: expectations

4.1.1. Sources of information

Respondents were asked to indicate what information sources they used to gain

knowledge about the RIM (Table 1). Approximately 30% of the respondents received

information from books that mentioned the RIM, making it the most commonly used

source of information. Only 21.7% consulted brochures and pamphlets, which form the

most commonly used information source over which the RIM has direct control.

Table 1

Sources of information regarding RIM

Category Sample Percentage (%)

Books 42 30.4

Referral by friends and relatives 31 22.5

Brochures/pamphlets 30 21.7

TV 30 21.7

Personal referrals 26 18.8

Newspapers 24 17.4

Magazines 21 15.2

Tourism bureau 21 15.2

Radio 11 8.0

Random/impulse decision 8 5.8

Business colleagues 6 4.3

Internet/website of Robben Island 4 2.9

Obtained no information on Robben Island 4 2.9

Other 3 2.2

Note: percentages total more than 100% because some respondents made use of more than one category of

information source.


The majority of the respondents did not receive information about the RIM from

marketing material, which includes brochures/pamphlets, tourism bureaus, and the

website of the RIM. This indicates that the RIM does not exercise direct control over much

of its publicity. When probed as to what they would expect to see on the RIM, respondents

from Germany, the Netherlands, the United Kingdom, the United States of America and

South Africa, gave sufficient comments to allow the following conclusion to be drawn: the

RIM prison and the lifestyle of its former inmates were major draws for the majority of

respondents, with specific reference being made to Nelson Mandela and his life on the

island as an inmate.

4.1.2. Ferry facilities

Respondents were asked what facilities they would like to have had access to on the

ferry (Table 2). A majority, comprising 77.4% of the respondents, expected to find

adequate toilet facilities available on the ferry. There are currently two toilets on each

ferry. Furthermore, respondents expected to hear an audio presentation dealing with the

RIM (45.9%), which is currently provided along with the video presentation; see a video

presentation dealing with the RIM (42.9%), a facility that is currently provided; and have

access to a snack bar on the ferry (40.6%), a facility which is currently available for the

passengers. Thus, it can be concluded that all tourist expectations are met in this respect

with the exception of toilet facilities.

4.1.3. The RIM facilities

Respondents were then asked what they would like to have had access to on the RIM

itself (Table 3). Once again, adequate toilet facilities were mentioned by the majority of

respondents as being expected on the RIM. Thus, it can be concluded that attention should

be paid to the provision and maintenance of these facilities, as 77.5% of respondents

viewed this as an important contribution factor to the enjoyment of the RIM experience.

The provision of a gift shop was expected by 76.0% of the respondents, and the sale of

curios and souvenirs was expected by 35.7%. It can therefore be concluded that, the RIM

should provide a well-stocked gift shop, selling items of relevance to the museum, in order

to complement the experience of the RIM tour. The provision of refreshments was

Table 2

Ferry facilities


Toilets 103 77.4

Audio presentation of Robben Island museum 61 45.9

Video presentation of Robben Island museum 57 42.9

Snack bar 54 40.6

Free refreshments 47 35.3

Uniformed staff 47 35.3

Cash bar 30 22.6

Other (*) 5 4

Base 133 100.0

(*), Includes casino, beauty parlour, more outside seating, birds and competitions, all of which were features not

listed but mentioned by respondents.

Table 3

The RIM facilities


Toilets 100 77.5

Gift shop 98 76.0

Refreshments for sale 90 69.8

Coffee shop 74 57.4

Restaurant 48 37.2

Curios and souvenirs for sale 46 35.7

African crafts for sale 34 26.4

Ex-prisoner artefacts for sale 31 24.0

Bicycles/mopeds to rent 29 22.5

Accommodation facilities 27 20.9

Tarred roads 27 20.9

Books about the RIM 2 1.6

Information brochures 2 1.6

Other (**) 5 4

Base 129 100.0

(**), Includes casino, photos, a pathway for walks and bookshop, all of which were features not listed but

mentioned by respondents.


expected by 69.8% of the respondents, and 57.4% expected a coffee shop, while 37.2%

expected a restaurant. From this, it can be concluded that respondents expect some form of

food and beverage provision to be made on the RIM, in order for their experience to be

complete. For this to be practical, the tour would have to allow the visitors some leisure

time to make use of these facilities. When probed as to what further facilities respondents

would like to see in the museum, a considerable number of visitors requested to see

restaurant facilities and improved toilet facilities.

4.1.4. Tourist guide service

Respondents were asked their opinions on what they expected from the tourist guides

conducting the tours on the RIM (Table 4). Approximately 46% responded that the guides

should wear a distinctive uniform in keeping with the RIM image. The pilot study found

that the majority of the contact staff does wear a very casual uniform. However, they

Table 4

Tourist guide service


Wear uniforms 61 46.2

Speak english and a foreign language 59 44.7

Be ex-prisoners of Robben Island 53 40.2

Be recognised guides 48 36.4

Speak more than one foreign language 37 28.0

Speak only english 32 24.2

Be ex-warders 30 22.7

Other 1 0.8

Base 132 100.0


should be given a complete uniform for any type of weather, and should wear name badges

to identify them as the RIM staff. Currently all tours are run in English only. About 45% of

the respondents felt that the guides should be able to speak a foreign language, in addition

to English. The pilot study of the tour also revealed this. When asked whether they would

like the guides to be ex-prisoners of the RIM, 40.2% felt that this should be so. The pilot

study has revealed that the guides in the prison are actually ex-political prisoners, but not

all of them spent time incarcerated on the island.

4.1.5. The RIM tour content

In this category, respondents were asked to specify what they expected from the RIM

tour content (Table 5). A majority, comprising 73.4% of the respondents, expected

personalised small groups for easy information transferral. Half of the respondents (50%)

expected to be given time to walk at leisure. Animal viewing opportunities were indicated

as desirable by 51.6% of the respondents. Forty six percent (46%) of the respondents

expected to see cultural monuments, as an indication of the cultural history of the museum.

4.1.6. Entertainment

Respondents were asked to indicate the type of entertainment they expected to receive

on the RIM in order to visit the museum again (Table 6). Traditional African dancing

(44.2%) and video shows (44.2%) were chosen as popular forms of entertainment. Ethnic

choirs or concerts were chosen by a total of 41.3% of the respondents as an enjoyable form

of entertainment. The above-mentioned choices show that entertainment, containing

elements unique to South Africa, and the RIM specifically, is the most popular.

4.1.7. Promotional material

Respondents were asked to choose brochures or similar promotional material they

expected to receive by choosing applicable answers from a list provided (Table 7). The

majority of the respondents expected to receive some form of free printed material,

Table 5

The RIM tour content


Personalised with small groups 91 73.4

Include viewing of animals 64 51.6

Allow for walks without guides 62 50.0

Include cultural monuments 57 46.0

Include free leisure time 50 40.3

Allow for accompanied walk 48 38.7

Include viewing of plant life 42 33.9

Include religious buildings 33 26.6

Allow for cycling/moped tours accompanied by guide 18 14.5

Personalised with large groups 16 12.9

Allow for cycling/moped tours without guide 16 12.9

Be audio-guided tours 13 10.5

Base 124 100.0

Entertainment on the RIM.

Table 6

Entertainment on the RIM


Traditional African dancing 46 44.2

Video shows 46 44.2

Ethnic choirs/concerts 43 41.3

Short African musicals 34 32.7

Short African plays 25 24.0

Audio show 25 24.0

Recitals 18 17.3

Personal experiences and stories 2 1.9

Base 104 100.0


i.e. 63.3% expected to receive a free map of the museum and 56.7% expected to receive

free brochures. However, no free printed materials are currently provided to visitors. This

forms an important gap between expectations and actual service delivery.

4.1.8. The RIM tour activities

Respondents were asked to indicate what they expected from the tours by choosing the

applicable answers from a list provided (Table 8). Respondents expected, in descending

order, to see Mandela’s cell (92.9%), which was already included in the content of the

prison tour; that the tours should include the history of the RIM (78.8%), which is already

covered in detail during the RIM tour; to see the prison (75.2%), which actually concludes

the RIM tour, and to see historic buildings (68.1%), which are covered in the museum tour.

Thus, it can be concluded that all tourist expectations are met in this respect.

4.1.9. Nelson Mandela’s cell

Respondents were asked to complete a question about what they would expect to see in

Nelson Mandela’s cell (Table 9). The majority of the respondents (74.6%) expressed that

they expected to sit, and walk around, in Nelson Mandela’s cell. The pilot study has

revealed that tourists are shown Nelson Mandela’s cell. However, owing to the large

numbers in the groups, tourists were not able to go into the cell, let alone sit in it.

Table 7

Promotional material


Free maps of the RIM 76 63.3

Free pamphlets/leaflets on the RIM 68 56.7

Free multi-page brochure 48 40.0

Soft-cover booklets for sale 35 29.2

Multi-page brochure for sale 31 25.8

Free soft-cover booklets 28 23.3

Hardcover books for sale 24 20.0

Maps of the RIM for sale 18 15.0

Pamphlets/leaflets for sale 10 8.3

Base 120 100.0

Table 8

The RIM tour activities


Nelson Mandela’s cell 105 92.9

The history of the RIM 89 78.8

The prison 85 75.2

Historic buildings on the RIM 77 68.1

The plant and animal life on the RIM 74 65.5

History of apartheid 1 0.9

Other 1 0.9

Base 113 100.0


Furthermore, respondents expected to see, in descending order, personal ornaments of

Nelson Mandela (49.1%); personal ornaments of ex-prisoners (46.5%) and a plaque

outside Nelson Mandela’s cell (40.4%). The pilot study showed that this plaque is not

particularly visible.

4.2. Section B: the RIM perceptions

In order to ascertain whether or not tourist expectations are being met or exceeded, it

was necessary to research perceptions of tourists visiting the RIM. This was done, and the

results follow:

4.2.1. Satisfaction with facilities

Respondents were asked to rate the facilities that they made use of according to a

numerical scale, on which ‘0’ indicated extreme dissatisfaction and ‘10’ indicated extreme

satisfaction. All ratings were converted to percentages (Table 10). The tourist guides on

the RIM prison tour were rated highly, given an extremely high figure of 91.5%. One of the

respondents said: ‘The guides are great!’ This was contrary to the findings of the pilot

study in which the tourist guides were rated considerably lower. This shows that concerns

as to the quality of tourist guiding on the RIM Prison tour are unfounded. The Prison tour

on the RIM received a high rating of 87.5%, indicating that the quality and content of the

RIM prison tour are good. This was congruent with the results of the pilot study.

Table 9

Nelson Mandela’s cell


Sit in and walk around the cell 85 74.6

See personal ornaments of Nelson Mandela 56 49.1

See personal ornaments of ex-prisoners 53 46.5

See a plaque outside the cell 46 40.4

See a wax figure of Mandela 28 24.6

Other 2 1.8

Experience solitary confinement 1 0.9

Eat prison food 1 0.9

Base 114 100.0

Table 10

Satisfaction with facilities used

Category Rating (%)

Tour guide on the RIM prison tour 91.5

Prison tour on the RIM 87.5

Tour guide on the RIM bus tour 85.7

Attitude of the RIM staff in general 84.1

Ferry staff 83.0

Overall experience of the RIM experience 81.2

Experience on the ferry 79.3

Attitude of the RIM shop staff 76.7

Mean 76.0

Bus tour on the RIM 75.5

Value for money 74.9

The RIM ticket office 73.1

Printed media-pamphlets 73.1

Toilets at V & A 70.3

Electronic media-website 69.1

Curio shop 64.2

Toilets on the RIM 62.0

The RIM shop (V & A terminal) 61.2

Base 135


Also congruent with the results of the pilot study, the RIM shop at the V & A ferry terminal

was rated relatively low by respondents, who gave it a rating of 61.2%, which is 14.8%

below the mean (76.0%). The toilet facilities on the museum itself were rated relatively

low (62.0%), by both the pilot study and the respondents alike.

The respondent body as a whole found the experience to be both interesting and

informative. However, some areas for improvement were noted. Areas in which the

respondents expressed concern included the following: dissatisfaction with the size of the

tour groups, as they felt that the groups were too large in general. This was highlighted in

the case of the prison tour, which was felt to benefit from smaller groups and the lack of

unstructured time during which respondents would be able to explore and experience

museum activities of particular interest to them at their own pace.

4.2.2. Propensity to recommend the tour

Respondents were asked if they would recommend the RIM tour to anyone else

(Table 11). An overwhelming majority of 97.6% of the respondents would indeed be

willing to recommend the RIM tour. Some of the responses captured were as follows:

Table 11

Propensity to recommend the tour


Yes 123 97.6

No 3 2.4

Base 126 100.0

Table 12

Likelihood of return visit


Yes 79 61.7

No 49 38.3

Base 128 100.0


‘The tour is a great learning experience; it is historical, insightful and educational.’

‘The tour is very interesting with its political history.’

‘The Island is breathtakingly beautiful, fantastic place to relax and well organised.’

‘Robben Island is part of our history, good souvenir, all people, especially South

Africans, need to see this.’

‘The experience is fulfilling.’

4.2.3. Likelihood of return visit

In this question, respondents were asked whether they would wish to visit the museum

again (Table 12). Respondents indicated that this would indeed be a repeatable experience,

as 61.7% of the respondents expressed a desire to revisit the museum. Upon being probed

as to their reasons for wanting to revisit the museum, the historical aspects were praised

along with comments indicating that the cultural heritage of the site was important.

Comments indicating that the experience was both interesting and informative featured

heavily in the responses to this question. The educational aspects of the tour were

especially commended. Some of the expressions captured in this regard were:

‘The tour was a very touching experience.’

‘The trip was impressive, interesting, motivating and informative-full of history.’

‘The trip was truly worthwhile and extremely touching.’

‘I would like to come again with my husband and children next time.’

‘I’ll do it again the next time I’m in South Africa.’

‘I’ll come with my relatives to hear and see the long road to freedom.’

‘I wasn’t fully prepared, next time I’ll bring my video and camera.’

5. Conclusions and recommendations

Overall, this research has offered a snapshot of the tourists’ expectations and

perceptions of the RIM. Based on the data, drawn from both questionnaires dealing with

expectations and perceptions, it could be concluded that the RIM provides many of the

facilities and services expected by tourists to the museum. Eight factors expected by

tourists were present, namely: toilets on the ferry, toilets on the RIM, information on

Nelson Mandela’s cell, the history of the RIM, visit to the prison, information on historical

buildings, information on plant and animal life, and tourists being able to sit in and walk

around the cell. The facilities and services present were generally perceived as good by

more than 50% of the tourists, i.e. portrayal of Nelson Mandela’s prison lifestyle, prison


tour, toilet facilities, gift shop on the RIM, refreshments for sale on the RIM, and guides’

uniform. However, six factors were highlighted as not being catered for at all, namely, the

RIM tour not personalised with small groups, no free maps of the RIM, no free pamphlets

of the RIM, limited time to explore the RIM, no coffee shop/restaurant facilities on the

RIM and no traditional African dancing on the RIM. The following recommendations are

made, based on the findings of this study and the pilot study results, with the aim of

rectifying the discrepancies between expectations and perceptions at the RIM. They may

also provide a frame of reference for similar museums elsewhere:

5.1. Portrayal of Nelson Mandela’s prison lifestyle

The tour currently contains a component dealing with Nelson Mandela and the time he

spent on the RIM. It is recommended that this component be further enhanced. This can be

achieved by transferring a selection of Nelson Mandela’s artefacts from the Mayibuye

Centre at the University of the Western Cape to the RIM, and rotating the selection on a

monthly basis between the two venues. This would contribute to meeting tourists’

expectations of an increased emphasis on Nelson Mandela’s prison lifestyle.

5.2. Toilets on the RIM

Currently the toilet facilities on the RIM consist of a number of green portable toilet

units. These units are not in keeping with the style or atmosphere of the museum, and

detract from the museum experience. It is suggested that these facilities be constructed in

keeping with the architectural style of the existing buildings, and be maintained in a clean

and sanitary state.

5.3. Gift shop on the RIM

The RIM currently features a small gift shop stocking a small variety of souvenirs. To

bring this facility up to an acceptable standard, it is suggested that the quality and variety

of merchandise be improved.

5.4. Refreshments for sale on the RIM

It is currently possible to purchase a limited variety of refreshments on the RIM, but the

museum often runs out of stock of frequently purchased items. It is recommended that

more attention be paid to adequate stock control, and that the breadth of product line be

increased.

5.5. Guides to wear uniforms

The museum guides are currently indistinguishable from the tourists, due to the fact that

they wear uniforms that are casual in appearance and often wear non-uniform items. It is

recommended that a ‘smart-casual’ uniform be developed for guides, as well as all other

staff on and off the island. The uniform should be adapted for each staff member on duty,


ensuring homogeneity and functionality, while improving the image and credibility of the

RIM staff as a whole. Guides and other staff members should also be issued with name

badges identifying themselves and the role that they play.

5.6. The RIM tour should be personalised with small groups

Respondents expressed a desire for personalised tours with smaller groups. However,

enquiries revealed that it would be impracticable to satisfy this request. It is therefore

recommended that the scheduling of existing tours be modified to reduce visitor

concentrations in sensitive areas. This would give the impression of smaller groups,

without reducing the number of visitors that the island can accommodate on a daily basis.

5.7. Free maps of the RIM

Visitors indicated they would like to receive free maps of the RIM. This is currently not

feasible owing to cost constraints, but would be feasible if suitable sponsorships were

found.

5.8. Free pamphlets

Various pamphlets are made available through a number of outlets, such as information

centres. However, pamphlets are not distributed on the museum, and it would be advisable

to make this source of information available.

5.9. Tourists able to sit in and walk around Nelson Mandela’s cell

Tourists expect to be able to enter the cell and explore it. Because tour groups are very

large, this is not feasible. It is therefore, recommended that this should be made into a

marketable feature of specialised private tours.

5.10. Unstructured time to explore the RIM

Respondents feel that too little time is allocated for free time, in which they would have

the opportunity to explore the areas of the RIM which interest them the most. The tourists

could be accommodated in this respect by allocating a set amount of time for their own

leisure.

5.11. Restaurant facilities on the RIM

From the findings, it is clear that respondents expect restaurant facilities on the RIM. It

is recommended that a small restaurant be created on the RIM, perhaps making use of the

currently underutilized prison kitchen facilities. This would impact on the leisure time

made available for tourists to undertake any activities that they desire, again highlighting

the need to make this unstructured time available.


The Tourism Research Unit of the Cape Peninsula University of Technology (which

sponsored the research and was in charge of the research) presented the above-mentioned

recommendations to the RIM management committee early in 2000 for possible

implementation. The RIM management committee did not commit themselves as to

whether or not they would implement the recommendations. Subsequently, the Cape

Metropolitan Tourism (2004) conducted follow-up research in order to determine whether

there have been subsequent improvements with the RIM’s facilities and services. The

study revealed two further aspects of the RIM since 2000, namely the incidence of visits to

the tourism facility and the rating of service levels of the RIM as a tourist facility by

domestic and international tourists. Table 13 depicts the service level ratings (done on a

0–10 point scale and then converted to percentages) of the RIM by domestic tourists.

Ratings of the Table Mountain Aerial Cableway, which was consistently one of the top

three tourist attractions in Cape Town in terms of service level ratings since 2000, is

provided as a benchmark. The overall mean of all tourist facilities rated was also extracted

from various reports to provide further evidence. The study revealed that, since 1999 a

smaller proportion of domestic tourists visited the RIM on their vacation to Cape Town,

dropping marginally from 18.5 to 17.1% over a 5-year period. More interesting is the fact

that the service levels of the RIM as perceived by domestic tourists dropped by 5.3% since

2000. However, this figure must be seen in the context of other tourist facilities. Hence,

compared to the overall mean of all tourist facilities rated in Cape Town, the service levels

of the RIM dropped from C4.4% in 2000, to K1.4% below the overall mean in 2003. This

equates to a net drop of 5.8%. Compared with the Table Mountain Aerial Cableway, the

service level gap widened from K3.3% in 1999, to K9.2% below the top performer in

2003. Similar patterns occurred with regard to the international tourist. Table 14 depicts

the service level ratings of the RIM by international tourists. Although the proportion of

Table 13

Domestic tourists service level ratings of RIM from 2000 to 2003

Category 2000 (%) 2001 (%) 2002 (%) 2003 (%) % Change year on year

(%)

Robben Island 86.1 82.2 83.0 80.8 K5.3

Top performer: the

table Mountain Aerial

Cableway

89.4 86.1 90.1 90.0 C0.6

Overall mean (%) of

all tourist facilities

rated in Cape Town

81.7 80.9 82.0 82.2 C0.5

% Difference to over-

all mean

C4.4 C1.3 C1.0 K1.4 K5.8

% Difference to top

performer

K3.3 K3.9 K7.1 K9.2 K5.9

Proportion of domestic

tourists visited Robben

Island

18.5 14.9 14.9 17.1 K1.4

Source: Cape Town Convention Bureau (2004), Cape Town Trends and Outlook 1999–2003. p. 38. Service

ratings were extracted from various documents compiled by the Cape Metropolitan Tourism tracking studies

since 2000.

Table 14

International tourists service level ratings of RIM from 2000 to 2003

Category 2000 (%) 2001 (%) 2002 (%) 2003 (%) % Change year on year

(%)

Robben Island (%) 86.1 83.2 83.2 84.1 K2.0

Top performer: the

table Mountain Aerial

Cableway

92.8 89.9 90.3 93.9 C1.1

Overall mean (%) of

all tourist facilities

rated in Cape Town

81.9 80.6 81.3 84.3 C2.4

% Difference to over-

all mean (%)

C4.2 C2.6 C1.9 K0.2 K4.4

% Difference to top

performer (%)

K6.7 K6.7 K7.1 K9.8 K3.1

Proportion of inter-

national tourists vis-

ited Robben Island

13.2 22.3 23.5 25.4 C12.2

Source: Cape Town Convention Bureau (2004), Cape Town Trends and Outlook 1999–2003. p. 37 Service ratings

were extracted from various documents compiled by the Cape Metropolitan Tourism tracking studies since 2000.


international tourists who visited the RIM showed a proportional increase in visitation by a

C12.2% change year-on-year to 25.4% in 2003, its service levels experiences also

dropped, as in the case of domestic tourists since 2000. Compared to the overall mean of

all tourist facilities rated in Cape Town, the RIM service ratings dropped from C4.2% in

2000, to K0.2% below the overall mean of all tourist facilities rated in 2003. When

compared to the top performer, the Table Mountain Aerial Cableway, the difference in the

service level gap widened from K6.7% in 2000 to K9.8% in 2003. With an overall drop in

service levels by both domestic and international tourists to the RIM, the recommen-

dations presented in this article should be seriously considered.

6. Concluding remarks

According to the results of this study, it can be concluded that a heritage and museum

site like the RIM has great potential for increasing the number of travellers interested in

cultural tourism, both nationally and internationally. This would have the economic

multiplier effect for South Africa as a whole, in the form of employment and wealth

creation opportunities. Not only are the results of the current study useful for South

African tourism development, but they also provide lessons and insights for other

destinations worldwide. The fact that South African culture consists of African, Asian and

European traditions links it to the rest of the world. The rich and diverse traditions of South

African culture and heritage, and their contribution to the development of world culture,

are universally recognised (Department of Arts, Culture and Heritage, 1996). This study

provides reliable and comprehensive information upon which to base policy formulation

and programme design. It is important that replications of studies such as this one be

undertaken with other museums as units of analysis, using larger and more randomly


generated samples, as the findings reported here are limited by both the size of the sample

and its nature. Future research could also improve the reliability of the findings by

conducting longitudinal studies.

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http://www.ispa.org

tourists' expectations and perceptions of the robben island museum—a world heritage site

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