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.
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