A visitor motivational typology at Mapungubwe National Park and World Heritage Site
Acta Commercii
| Field | Value | |
| Title | A visitor motivational typology at Mapungubwe National Park and World Heritage Site | |
| Creator | Hermann, Uwe P. Van Der Merwe, Peet Coetzee, Willem J.L. Saayman, Melville | |
| Description | Orientation: Mapungubwe National Park and World Heritage Site (MNP) is a unique national park in South Africa in that it includes a World Heritage Site of significant importance for the people of southern Africa. MNP is a relatively new national park with low visitor numbers and occupancy rates, which threaten the sustainable management of the park.Research purpose: This study aimed to develop a general visitor profile and to describe the motivational factors for visiting the park in order to support the development of tourism at MNP.Motivation of the study: A tourism management plan is required for the park; however, any planning associated planning requires an assessment of tourist behaviour and needs.Research design, approach and method: An online questionnaire was distributed to a database of visitors to MNP during March−April 2013. A total of 486 responses were received. Data were analysed using descriptive statistics through frequencies and means. Motivator constructs were analysed through a factor analysis.Main findings: The study both confirmed and contradicted previous findings from other national parks in terms of visitor profiles and motivations. Most crucially, this study identified a new motivational factor for visiting national parks, which advances the need to manage the heritage aspect of world heritage sites distinctly from national parks.Managerial implications: The results indicated that visitors to MNP were older and better educated compared to visitors at other national parks. These visitors included predominantly first-time visitors. In addition these visitors are mainly motivated by the need for a nature experience, although the park is not a Big 5 reserve, findings also identified heritage and education as a unique motivational factor for this park.Contribution added: The study promotes the requirement of a unique park-specific tourism management strategy for MNP as the market base of this park is demographically distinct. In addition, the park should improve the promotion of its status as a World Heritage asset in relation to its natural attributes in order to attract greater numbers of heritage tourists. Although the park features exceptional natural features, the reserve is not a Big 5 reserve and this may result in dissatisfaction with the major group of visitors seeking a nature experience. | |
| Publisher | AOSIS | |
| Date | 2016-05-12 | |
| Identifier | 10.4102/ac.v16i1.315 | |
| Source | Acta Commercii; Vol 16, No 1 (2016); 7 pages 1684-1999 2413-1903 | |
| Language | eng | |
| Relation |
The following web links (URLs) may trigger a file download or direct you to an alternative webpage to gain access to a publication file format of the published article:
https://actacommercii.co.za/index.php/acta/article/view/315/509
https://actacommercii.co.za/index.php/acta/article/view/315/525
https://actacommercii.co.za/index.php/acta/article/view/315/524
https://actacommercii.co.za/index.php/acta/article/view/315/495
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