ABSTRACT
This study identified viable target markets at South Africa’s most renowned nature reserve, the Kruger National Park, using market segmentation based on demographic characteristics. International, domestic, and local nature tourists were surveyed and categorized into three distinct clusters. The results show that block clustering based on visitors’ demographic characteristics is a useful research tool for producing a clear visitor profile and showed that during the process of market segmentation it is necessary to establish the relationship between a particular segmentation base and visitors' behavior and preferences. This is useful information for managing this Park, and other similar parks, more sustainably.
Acknowledgments
We are grateful to SANParks and the Kruger National Park management for allowing the research to be conducted and to all the fieldworkers and respondents.
Additional information
Funding
Notes on contributors
Martinette Kruger
Martinette Kruger is Associate Professor at the Tourism Research Focus Area, TREES (Tourism Research in Economic Environs and Society), Private Bag x6001, North-West University, Potchefstroom Campus, Potchefstroom, 2520, South Africa (E-mail: [email protected]).
Armand Viljoen
Armand Viljoen, TREES (Tourism Research in Economic Environs and Society), Private Bag x6001, North-West University, Potchefstroom Campus, Potchefstroom, 2520, South Africa (E-mail: [email protected]).
Melville Saayman
Melville Saayman is Director of the Tourism Research Focus Area, TREES (Tourism Research in Economic Environs and Society), Private Bag x6001, North-West University, Potchefstroom Campus, Potchefstroom, 2520, South Africa (E-mail: [email protected]).