Expenditure-based segmentation of visitors to the Tsitsikamma National Park

M Kruger,M Saayman,A Saayman

doi:10.4102/ac.v10i1.123

Abstract

Purpose and/or objectives: The purpose of this article is to apply expenditure-based segmentation to visitors at the Tsitsikamma National Park. The objective of the research is twofold, to identify the socio-demographic and behavioural variables that influence spending at the Tsitsikamma National Park and to make recommendations on how to attract the high-spending market. Problem investigate: The Tsitsikamma National Park is Africa's oldest and largest marine reserve and plays a vital role in the preservation and conservation of marine fauna and flora. The park is also a popular holiday destination for international and local tourists and therefore plays an important role in the regional economy. Due to the importance of the park to the community and region, the Tsitsikamma National Park needs to attract more high spenders since this will contribute to the sustainability of the park. Expenditure-based segmentation is regarded as the best method for creating a profile of the high-spending market. Design and/or methodology and/or approach: To achieve this, tourist surveys from 2001 to 2008 were used. In total, 593 questionnaires were used in the analysis. Statistical analysis was done by applying K-means clustering and Pearson's chi-square as well as ANOVA analysis. Findings and/or implications: The research revealed that the province of origin, group size, length of stay and accommodation preference have a positive influence on higher spending. Originality and/or value of the research : Even though this type of research has been done for the Kruger National Park, a more innovative approach was followed by using K-means clustering, which is also the first time that this approach was used in determining the high-spending market at the Tsitsikamma National Park. Conclusion: Two distinct markets were identified. These were the high and low spenders where the most significant differences were with regard to province of origin, group size, length of stay and preferred type of accommodation. Interestingly, aspects such as owning a Wild Card (which is a loyalty card) showed no significant difference. The same applied for age, marital status or frequency of visits. Therefore, the results (if one compares this research with that done at the Kruger National Park) confirm that the size of operations and activities available have a dual impact.

Highlights

The Tsitsikamma National Park is situated in the heart of the picturesque tourist region known as the Garden Route, found in the Eastern Cape Province of South Africa
Surveys were conducted at the Tsitsikamma National Park over a period of eight years (2001 to 2008), and the method of research used will be discussed under the following headings: (i) the research instrument, (ii) sampling, (iii) the research technique and (iv) the statistical analysis
Two objectives have been identified - to determine the socio-demographic and behavioural variables that influence spending and, secondly, to make recommendations on how to attract the highspending markets to the park. Even though this type of research has been done for the Kruger National Park, a more innovative approach was followed by using K-clustering, which is the first time that this approach was followed in determining the high-spending market at the Tsitsikamma National Park

Summary

Introduction

The Tsitsikamma National Park is situated in the heart of the picturesque tourist region known as the Garden Route, found in the Eastern Cape Province of South Africa. The park stretches for 80 km from the Krom River Forest Station to the Salt River and it lies between the Tsitsikamma Mountains and the coast. The Tsitsikamma National Park protects a variety of inter-tidal and marine life forms. The park is one of the largest Marine Protected Areas (MPAs) in the world, conserving 11% of South Africa’s Temperate South Coast rocky shoreline. 30% of the park is covered in fynbos (Cape Floral Kingdom) scattered among the forest vegetation, boasting a wide variety of beautiful flowers, including proteas and heaths. The park provides various tourism activities such as hiking, backpacking, boating tours, swimming, picnicking and eating at the restaurant, purchasing of souvenirs, photography and appreciation of nature to name but a few (SANParks, 2008)

Objectives

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Conclusion