AN EXPLORATORY INVESTIGATION OF THE MOTIVATIONS OF VISITORS TO A NATIONAL HERITAGE SITE IN SOUTH AFRICA

Abstract

Visitor motivations and behaviour are important aspects to consider for ensuring effective marketing and for providing satisfactory visitor experiences, as this could contribute to the sustainability of cultural heritage sites. The Voortrekker Monument and Heritage Site represents a significant part of South African history and attracts around 250 000 visitors per year. Some research on visitor motivations has been undertaken, but very little is known about the visitor motivations and behaviour associated with an urban cultural heritage site such as this attraction. This study seeks to investigate the motivations of visitors to the Voortrekker Monument and Heritage Site in order to determine the demand-side drivers for visitation. A hybrid survey method was used to collect data – both online (due to Covid-19 restrictions) and on site – by means of self-completion questionnaires. A total of 292 responses were received. An exploratory factor analysis reduced the data to four primary motivational factors, namely site features, education, hedonism, and convenience and novelty. This calls for further research and investigation, since the core offering of the site is cultural heritage, which does not seem to be the main motivator for visitation. Should cultural heritage sites in South Africa diversify their offerings too rigorously and not manage them sustainably, it could pose a threat to their authenticity and significance.