Who visits the Kruger National Park, and why? identifying target markets

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.

KEYWORDS:

• Market segmentation
• demographic segmentation
• nature tourism
• Kruger National Park
• motives
• memorable experience
• competitive advantage

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

This work was supported by the National Research Foundation (NRF) [grant number 91116]; South African National Parks (SANParks).

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]).