Who pays to view wildflowers in South Africa?

Abstract

This research identified viable target markets at two national parks in South Africa, using market segmentation based on demographic characteristics. We surveyed international, domestic and local wildflower-viewing visitors and labelled three distinct demographic clusters with appropriate flower names: Namaqualand Daisies, Gazanias and Wild Flaxes. Our results show that such clustering is a useful research tool for producing a clear visitor profile. It enabled us to provide strategic insights for managing wildflower viewing and similar natural events, according to the preferences of specific market segments.

Keywords:

• natural events
• floral tourism
• market segmentation
• West Coast National Park
• Namaqua National Park