Melville Saayman

Estimating the Economic Contribution of Visitor Spending in the Kruger National Park to the Regional Economy

Tourism has been labelled the economic driver of the 21st century due to the multiplier effect of tourist spending and the linkage of this industry to almost all other industries. This paper aims to estimate the economic impact of visitor spending in the Kruger National Park. The following objectives are set: (1) to determine the spending pattern of a typical tourist visiting the Kruger National Park, (2) to determine the contribution of tourists visiting the Park to the economy of the region. The methodology used includes both a survey and an input-output analysis. A survey conducted in June 2002 was used to determine the spending pattern of tourists visiting the Park and together with additional secondary data, were used to determine the contribution of visitor spending in the Park to the economy of the region. The results of the survey indicate that tourists spend most of their money on accommodation and transport in the Park. The South African National Parks (SANP) has created an environment that induces spending, but recommendations are made to encourage even more spending by tourists, thereby enhancing the economic benefits of the Park.

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.

Analysis of spending patterns of visitors of three World Cup Cricket matches in Potchefstroom, South Africa

Abstract Sport events are big business and countries are competing fiercely to host major events. This is done because of the money that events generate as well as the marketing value of major events. Money generated by sport events are primarily determined by the spending patterns of visitors to an event. The purpose of this article is to analyse the spending patterns of visitors to three World Cup Cricket matches held in Potchefstroom, South Africa. The surveys consisted of 1,000 questionnaires that were completed during the three matches of which 965 were used. Findings of the survey indicated that the different methods of determining the total spent by visitors resulted in different amounts. The contribution of this research lies in the fact that not one method can be singled out as the only method of determining total economic impact. There are too many factors influencing spending patterns, for example, age, income, nationality, number of visitors, to name but a few. These methods do, however, give a good indication of the value and amounts generated by an event.

Domestic tourist spending and economic development: The case of the North West Province

Globally, tourism is the largest and fastest growing industry, outpacing all other industries. In South Africa, tourism is widely regarded as a growth catalyst, able to generate much-needed income and employment opportunities. The market potential of domestic tourism has, however, been downplayed in favour of international tourism. This research argues that tourism – especially domestic tourism – can contribute significantly to regional growth and development in South Africa. A survey was carried out among domestic tourists in the North West Province, one of the poorest provinces in South Africa. This survey was used to draw up a demographic and spending profile of the average domestic tourist in the province, and to determine the possible implications of this spending on different macroeconomic variables in the province.

Shopping Tourism or Tourists Shopping? A Case Study of South Africa's African Tourism Market

Tourism to South Africa has increased consistently over the last 15 years and the country has become one of the most popular tourist destinations, not only in Africa, but also in the world. With 10 million tourists visiting South Africa, tourism has grown to become an important industry, contributing more than 8% to the countrys gross domestic product (GDP); it has even surpassed earnings from gold exports as an important source of foreign exchange. A closer inspection of the arrivals statistics reveals that the majority (75%) of tourists are from Africa. In addition, 75% of all African tourists are from South Africas neighbouring countries. However, most research on tourism to South Africa focuses on intercontinental arrivals. Among the reasons cited for the exclusion of African tourists is that these tourists visit South Africa for reasons other than tourism, such as shopping, business and study. This research addresses this shortcoming by analysing the trends in arrivals and spending by African tourists to South Africa. The paper sheds light on the reasons why African tourists travel to South Africa and shows the important role of South Africa as a wholesaler for Africa. It is postulated that the link between trade and tourism is much stronger for South Africa and its neighbours than is the case for other countries.

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.

Creating a Framework to Determine the Socio-Economic Impact of National Parks in South Africa: A Case Study of the Addo Elephant National Park

National parks in South Africa are seen as major tourism assets, since wildlife is the biggest draw-card for international visitors to the country. Yet little is known of the socio-economic contribution of these parks to their respective local economies. The purpose of this research is to develop a framework for assessing the socio-economic impact of the Addo Elephant National Park in South Africa. The results show that the park has a significant impact in terms of production, income generation and employment in the area. Key results include a proposed framework for assessing the socio-economic impact of national parks in a developing country.