Factors that make a visit to selected Eastern Cape national parks a memorable experience

Abstract

South African National Parks (SANParks) manages 19 functional national parks (NPs) and oversees the conservation of South Africa’s (SA’s) biodiversity, landscapes and heritage assets. The organisation plays a significant role in the promotion of SA’s nature-based tourism business which in turn forms part of the nation’s heritage and identity. Tourism to SA’s NPs is significant and interest in visiting these parks continues to increase annually, from both international and domestic markets. Three of these NPs are located in the Eastern Cape province, namely Addo Elephant National Park (AENP), Camdeboo National Park (CNP) and Mountain Zebra National Park (MZNP) and were the focus of this study. The main reason for conducting the current study was to establish what factors make visits to the three aforementioned NPs memorable. The findings of this research could be useful to all NPs and assist them in making decisions regarding the evaluation and creation of product offerings that will enhance experiences and make them memorable for tourists. Based on the findings, and because each NP is unique (for example, the different biodiversity and landscapes), the product offerings can also be made exclusive to each NP and therefore tourists can have the opportunity for different MTEs in each park. Providing product offerings that afford MTE opportunities are particularly important for NPs, as government funding is decreasing and each NP needs to generate its own funds. Tourism is presently the economic lifeline for the parks. If NPs focus on improving current products where necessary and developing new products that provide for MTEs, NPs could increase their competitive advantage. Having a competitive advantage can ensure an increase in tourism numbers and therefore the financial sustainability of the park. Data was collected on site at each of the three NPs selected for the study, using convenience sampling to select respondents. A web-based survey was also posted on the SANParks’ website. Prior to the posting of the web-based survey, SANParks conducted a simple random sampling procedure utilising a sampling frame of tourists who had previously visited the respective NPs. The selected target population emanating from simple random sampling was e-mailed the link to the SANParks website which guided respondents to the online questionnaire if they wished to take part in the survey, hence the response sample was a convenience sample. In total, 463 usable questionnaires were received. Descriptive statistics resulted from the data analysis. A frequency analysis showed the distribution of the results, while an exploratory factors analysis (EFA) was conducted to ascertain any latent factors in the data. The results of the EFA showed the presence of three latent factors which were labelled Pleasure, Social Interaction and Discovery and Enrichment. Firstly, a strong positive correlation was shown between two of the factors, namely Pleasure and Discovery and Enrichment, and secondly, a positive correlation between two other factors, namely Social Interaction and Discovery and Enrichment was indicated. A weak correlation was shown between the factors Pleasure and Social Interaction. This research has contributed to the knowledge base regarding the factors that make a visit to AENP, CNP and MZNP memorable. Future research can make use of these factors for more exhaustive research in a wider range of NPs