LAUSR

South Africa, a culturally rainbow nation comprising of various cultures. In tourism industry new trends has emerged whereby tourists consume/ experience indigenous cultures. The study presented a unique historical experience in tourism sector. In order to achieve long-term sustainability, South African tourism industry needs focusing on providing more cultural experiences.The study aimed at understanding impact of South African innovative cultures as an emerging trend in tourism industry and revealed how embracing South African cultures can lead to revisit intentions contributing to tourism business growth. Theoretically, the customer satisfaction theory was employed and enhanced understanding of experience development process in tourism sector. Positivism philosophy was used, Hypotheses were deductively tested SEM, Confirmatory Factor Analysis (CFA) tested reliability and validity, random sampling employed to respondents. AMOS and SPSS 25 obtained CFA, path model determining best model fit. Findings indicated a positive relationship in innovative cultures in the Southern African tourism sector.The results indicated that tourists are more interested in experiencing the cultures of their tourism destinations and this will impact the level of satisfaction that they acquire, as well as their overall revisit intention.