Abstract
The Tsitsikamma National Park is Africa’s oldest and largest marine reserve. It has considerable importance for the community and the region. In the face of declining government funding, it needs to attract more high spenders if it is to be sustainable. This requires an understanding of expenditure patterns and the determinants of Park visitors’ spending behaviour. This study investigated the socio-demographic and behavioural determinants of visitor expenditure, using visitor surveys at the Park in 2010/2011. Correlation analysis and regression analysis established the most significant determinants. The results indicated that a longer stay, a smaller travel group and obtaining information from magazines were the variables associated with higher spending. These findings provide strategic insights for marketing the Park, with the aim of achieving a greater economic impact and competitive advantage and ultimately aiding conservation efforts.
Highlights
The Tsitsikamma National Park, situated in the impoverished Eastern Cape Province, is South Africa’s oldest marine national park and one of the most popular (SANParks, 2010)
Since only minimal research has so far been done into the determinants of spending at national parks, and since the findings have varied from one park to the there is a clear need for more research of this kind
The drive to increase spending at the national parks should be seen against the background of a decline in government funding for conservation and ever-growing conservation needs
Summary
The Tsitsikamma National Park, situated in the impoverished Eastern Cape Province, is South Africa’s oldest marine national park and one of the most popular (SANParks, 2010). The problem facing South African National Parks (SANParks), and the Tsitsikamma National Park in particular is that parks have come to rely more heavily on tourist spending as a source of income since government grants have decreased (Wade & Eagles, 2003). This means that the Park’s managers and marketers have to identify the market that will provide the greatest return on investment (that is, the high-spending market), if they are to generate enough capital to continue to create a favourable tourist destination while at the same time conserving the natural environment (Tonge & Moore, 2007). Given the urgent needs of the Eastern Cape Province, this study aimed to identify the high-spending tourists who visit the Park and the socio-demographic and behavioural variables that determine their spending behaviour
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