Martinette Kruger

Travel Motivation of Tourists to Kruger and Tsitsikamma National Parks: A Comparative Study

As countries and destinations try to increase their share of the international and national tourism market, it is important to understand why people travel and why they choose a specific destination. We here determine and compare travel motives of visitors to Kruger and Tsitsikamma National Parks. We administered 2899 questionnaires in the Kruger National Park and 829 in the Tsitsikamma National Park. A factor analysis was used to determine the travel motives and six factors were identified respectively for both parks. Results showed that tourists have common as well as unique motives in the two parks. Common motives in both parks include escape from city life and relaxation as well as knowledge seeking, nostalgia and park attributes. Unique to the Kruger National Park are activities and novelty compared to nature experience and photography for the Tsitsikamma National Park. This research therefore confirmed that different attractions and destinations feed different travel motives even when classified as similar types of products. Marketers can use this Information to position these parks and to focus their marketing communication more effectively.

Creating a memorable spectator experience at the Two Oceans Marathon

Spectators spend a considerable amount of money to actively follow a sport, team and/or athlete, and this makes them a valuable and profitable niche market segment, which should be understood. Creating a memorable visitor experience for spectators at sport events is crucial in order to retain and grow this market. The purpose of this research was to determine the critical success factors (CSFs) in creating a memorable spectator experience at the Two Oceans Marathon in South Africa. A survey was conducted on the day of the race, and a total of 207 questionnaires were administered. A factor analysis identified four factors: Amenities, Comfort and visibility, Marketing and Personnel and provisions. Of these factors, Amenities and Marketing were considered the most important CSFs that contribute to a memorable spectator experience at the event. The results further confirm that the CSFs differ according to the event and the sport tourism product, and so sport organisers need to identify the CSFs specific to the event, especially from the demand side.

Listen to Your Heart: Motives for Attending Roxette Live

The purpose of this research was to identify motives of people attending concerts during the Roxette tour to South Africa and, based on these motives, to identify and profile different market segments. A destination-based survey was undertaken, and questionnaires were distributed at four of the seven Roxette concerts held at the Grand West Casino in Cape Town (May 10 and 11, 2011) and at the Sun City Super Bowl in Sun City (May 13 and 14, 2011). A total of 960 questionnaires were administered at events in Cape Town and Sun City (436 and 524, respectively). The factor analysis identified five motives: Artist affiliation and unique experience, Socialisation and event novelty, Fun and group affiliation, Enjoyment and entertainment, and Nostalgia. Based on these motives, two distinct clusters of attendees were identified: Avid fans and Recreational attendees. Although these fans have different travel motives and behavioural variables, their socio-demographic characteristics are homogenous. Marketing campaigns should focus on attracting and retaining Avid Fans as they were found to be the most lucrative target market. This was only the second time that the attendees at a live music performance in South Africa were analysed, and the first time that they were clustered based on their travel motives. The research provides valuable insights into the behaviour of people attending musical events and also highlights the complexity of their motives.

When Do Festinos Decide to Attend an Arts Festival? An Analysis of the Innibos National Arts Festival

ABSTRACT Festival-goers (“festinos”) put time and effort into deciding to attend a festival, and the way they decide what to see and the length of time they take to decide vary greatly. To attract those who buy tickets for shows—sales of which are crucial for the survival of festivals—and to know when to start promoting the event, festival organizers and marketers need to know how far in advance the visitors make their decision to attend and what influences their decision. This study categorized 438 visitors to the Innibos National Arts Festival, South Africa, using a survey of their decision-making time. Four groups were identified, and labeled “spontaneous,” “limited,” “extended,” and “routine” decision-makers. These market segments can be taken into consideration in the festivals marketing campaign so as to attract visitors to a variety of events and help ensure the long-term sustainability of the festival.

Benefits of team sport for organisations

People travel to destinations for different reasons and the same applies to sporting events. To fulfil the needs of athletes and ensure that the event remains competitive, it is important to understand the needs of different markets through market segmentation. Reasons for participation (travel motives) were used to identify different market segments at the largest open-water swimming event in the world, the Midmar Mile in South Africa. The survey was conducted during the registration period in February 2010. A total of 461 questionnaires were administered and a factor analysis was conducted. Three motivational factors were identified: socialisation and escape, fun and entertainment and intrinsic achievement. ANOVAs were applied and the results showed that the swimmers did not have homogenous motives for participation. The results confirmed that motives for participating differ according to the sporting event, and that marketers and sport event organisers need to be aware that not all participants are the same. These findings can assist organisers to differentiate between the needs of different markets, and thereby adapt their marketing campaigns accordingly, which would lead to a more competitive and sustainable event.

Determinants of Visitor Spending: An Evaluation of Participants and Spectators at the Two Oceans Marathon:

This paper investigates the socio-demographic and behavioural determinants that influence visitor expenditure at the Two Oceans Marathon in South Africa, based on a participant and spectator survey conducted at the race in 2011. Regression analyses were applied and the results indicate that greater length of stay, paid accommodation, number of marathons participated in per year and higher level of education signficantly influence higher participant spending at the marathon, while a high-income occupation and paid accommodation are associated with higher levels of spectator expenditure. These findings not only generate strategic insights into the marketing of the event; knowledge of these determinants will also lead to a greater economic impact and competitive advantage.

Managing the Beautiful Noise: Evidence from the Neil Diamond Show!

This research identified and ranked the importance of visitors’ critical management aspects or critical success factors for a memorable and satisfactory visitor experience at a major music event in South Africa. The research specifically focussed on the Neil Diamond concerts held in South Africa during 2011. Six CSFs were identified namely (in order of importance) General Management; Venue and Technical Aspects; Marketing; Accessibility and Parking; Amenities and Catering; and Souvenirs. Successful management of these CSFs will ensure that major music events retain satisfied visitors and remain competitive over the long term.

An analysis of critical success factors in managing the tourist experience at Kruger National Park.

Kruger National Park (KNP) attracts over 1 million tourists per annum and is one of the top five international destinations in South Africa. However, there is a lot of competition in South Africa and, together with the 22 national parks managed by SANParks, there are also local and provincial parks and more than 9,000 game farms with neighboring countries such as Namibia, Zimbabwe, and Botswana competing for ecotourists. This implies the need for higher quality products and services that must be delivered to the tourist to fulfill the expectations of tourists. This can be achieved by determining the critical success factors (CSFs) in managing the tourist experience at KNP, since knowledge of these factors can lead to a satisfied tourist experience that will keep visitors loyal to the park and thus ensure the competitiveness and sustainability of the KNP. The purpose of this research is therefore to determine the CSFs of managing the tourist experience at KNP. To achieve this goal, a questionnaire survey was conducted at KNP from December 27, 2010 to January 4, 2011. Question naires were distributed at the chalets and camping areas in the following rest camps: Skukuza (152), Berg & Dal (98), Lower Sabie (85), and Satara (101). A total of 436 questionnaires were obtained from the rest camps. The results showed that nine CSFs can be identified, which KNP management can use to improve on quality service delivery, giving the tourists a memorable experience at KNP. Three of the nine CSFs that have not yet been identified in previous research are ildlife experience,interpretation, and luxuries

Who pays to view wildflowers in South Africa

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.

Determinants of visitor expenditure at the Aardklop National Arts Festival.

The Aardklop national Arts festival is one of the most popular arts festivals in South Africa and, given the economic value of the festival, an understanding of expenditure patterns and the determinants influencing spending behavior is vital to the festival marketers/organizers-especially from a sustainability point of view. Therefore, the aim of this article is to investigate the sociodemographic and behavioral determinants that influence visitor expenditure at Aardklop, based on visitor surveys conducted at the festival in 2008. Regression analysis was applied to establish the most significant determinants and results indicate that higher income, occupation, age, people paid for, tichets purchased, and attendance of other festivals are significant determinants influencing the amount of money spent by visitors at the festival. These findings will not only generate strategic insights on marketing for the festival, but knowledge of these determinants can also lead to a greater economic impact, as well as a competitive advantage.