THE BLUE FLAG AWARD IN SOUTH AFRICA: RAISING CONSCIENCES AND INFLUENCING BEACH GOERS' DECISIONS

In recent years, the tourism sector has experienced significant expansion, with the beach ecosystem emerging as the most popular destination for recreational and leisure pursuits. The proliferation of marine tourism activities has resulted in undeniable ecological consequences, including but not limited to the generation of solid waste, noise and air pollution, unattractive landscapes, and degradation of the coastal biome. The Blue Flag certification has been widely embraced by several coastal municipalities as a means of addressing the adverse environmental consequences that arise from tourism and recreational activities. The objective of this research is to evaluate the perceptions and level of awareness of beach visitors regarding the Blue Flag award, as well as determine if their selection of a beach destination is influenced by the Blue Flag standards. The study employed a quantitative methodology and gathered data, using convenience sampling, from beach visitors at nine Blue Flag beaches located in KwaZulu-Natal. The data was collected through a structured, self-administered questionnaire. The findings suggest that there is a dearth of awareness among beach visitors regarding the Blue Flag certification and that certain criteria associated with the award have an impact on their selection of beaches. The study is expected to yield significant advantages in enhancing and strengthening the Blue Flag certification programme within the country at large. Additionally, it will promote the necessity of public environmental education and awareness regarding the award.