Year: 2016
Type: dissertation
Study design: Observational Study
Abstract: Tourism is one of the key industries that drive the global economy, playing a key role in \nregional development. However, constant change, trends and tourist behaviour compel drive \ndestinations to keep track of these changes in order to grow tourism and stimulate economic \ngrowth. Mpumalanga is one of the provinces in South Africa known for its flora and fauna, \nbeautiful landscape, and game reserves together with wildlife; therefore, having the potential \nto draw tourists to the province. Mpumalanga province aim to position itself as a destination \nof choice. A process of segmenting should however first take place as positioning is the end \nresult. The purpose of the present study was to segment and profile tourists based on \nbenefits sought in order to develop a benefit segmentation framework for Mpumalanga. The \ndata collection procedure was based on a self-administered survey applied to a sample of \n400 tourists visiting Mpumalanga, and two segments were identified. Binary logistic \nregression indicated that benefits sought (all nine) were statistically significant predictors of \nthe attractions tourists visited and the activities within which they participated during their \nstay in Mpumalanga. A benefit segmentation framework was developed as a \nrecommendation, which may be useful in developing promotional and packaging activities for \nidentified segments by incorporating activities and attractions obtained from the binary \nlogistic regression results and by matching them within the identified segment while using \nbenefits as guidelines.
Author: Lesedi Tomana Nduna
Language: English
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2605049566