Value delivered by private game reserves in South Africa : a comparison of visitors' and managers' perceptions
- Authors: Theron, Elizna
- Date: 2012
- Subjects: Tourism -- South Africa , Ecotourism -- South Africa
- Language: English
- Type: Thesis , Masters , MTech
- Identifier: vital:9374 , http://hdl.handle.net/10948/d1019980
- Description: The uniqueness of the wildlife and the luxurious nature of South African private game reserves could be seen as a valuable niche in the South African tourism market and for this reason make South Africa a desired destination. Due to complex visitor needs and demands regarding price, service, social connection, authenticity, quality or image, value perceptions will differ in terms of visitors’ experiences. If managers do not understand these value requirements, differences might exist between consumers’ and service providers’ perceptions of value. To maintain visitor satisfaction, loyalty and intention for return to the reserves, managers should continue to provide valued offerings and improve their visitors’ wildlife experience. This research investigated visitors’ perceptions of the value delivered by private game reserves in South Africa and compared these with reserve managers’ perceptions of the value delivered. The results of this research study could contribute to a better understanding of perceived value, which in turn could enhance the success of the private game reserves. The literature contextualised the South African private game reserve as part of wildlife tourism, the wildlife tourism offering and the characteristics of wildlife visitors. An overview of customer value, customer value models showing their development over time, and the conceptual framework of the current study was provided. The resulting conceptual model was used to evaluate managers’ and visitors’ perceptions of Quality, Monetary price, Behavioural price, Reputation, Emotional response, Social value and Novelty value delivered by South African private game reserves. The empirical data was collected by means of a survey, using two structured self-administered electronic questionnaires administered to the managers of, and the visitors to, private game reserves. One hundred and sixty two visitors and 30 managers participated in the survey. By performing exploratory factor analysis it was found that the seven value factors were consistent with the value dimensions reported in the literature. These were labelled as Quality, Emotional response, Monetary price, Reputation, Novelty value, Social value and Behavioural price. Most of managers’ perceptions of value provided exceeded visitors’ perceptions of value received. Both managers and visitors rated value items related to Emotional response highly. Considerably more managers (17 percent) thought that the reserve experience can be associated with good service, opposed to only 4 percent of visitors who perceived the service to be good. On the other hand, a larger proportion of visitors (29%) than the managers (20 percent) perceived the reserve experience as relaxing. Managers rated eleven of the thirteen game reserve attributes more positively than what the visitors did. Of these attributes, accommodation services, protection of the natural environment, game drives and service delivery, showed significant differences. It is recommended that South African private game reserve managers: • conduct market research to get a better understanding of what delights visitors. Research should be conducted on a regular basis to ensure management stays current with visitors’ changing needs; • determine whether the prices charged reflect the quality of the physical offerings, service delivery and the time and effort visitors spent to obtain the offering; • use the adventurous activities offered at the reserves as part of their promotional campaigns to attract adventure tourists; • train service delivery staff and game drive guides to educate visitors on the history, culture and eco-friendly practices related to their reserve; • always deliver superior service to ensure memorable wildlife experiences, value for money and exceed visitors’ expectations; • continue using websites, social media and magazines to inform the target market about the reserve offerings; and • stay in regular contact with visitors through social media, newsletters, blogs, follow up emails/calls or face to face discussions at the reserve.
- Full Text:
- Date Issued: 2012
- Authors: Theron, Elizna
- Date: 2012
- Subjects: Tourism -- South Africa , Ecotourism -- South Africa
- Language: English
- Type: Thesis , Masters , MTech
- Identifier: vital:9374 , http://hdl.handle.net/10948/d1019980
- Description: The uniqueness of the wildlife and the luxurious nature of South African private game reserves could be seen as a valuable niche in the South African tourism market and for this reason make South Africa a desired destination. Due to complex visitor needs and demands regarding price, service, social connection, authenticity, quality or image, value perceptions will differ in terms of visitors’ experiences. If managers do not understand these value requirements, differences might exist between consumers’ and service providers’ perceptions of value. To maintain visitor satisfaction, loyalty and intention for return to the reserves, managers should continue to provide valued offerings and improve their visitors’ wildlife experience. This research investigated visitors’ perceptions of the value delivered by private game reserves in South Africa and compared these with reserve managers’ perceptions of the value delivered. The results of this research study could contribute to a better understanding of perceived value, which in turn could enhance the success of the private game reserves. The literature contextualised the South African private game reserve as part of wildlife tourism, the wildlife tourism offering and the characteristics of wildlife visitors. An overview of customer value, customer value models showing their development over time, and the conceptual framework of the current study was provided. The resulting conceptual model was used to evaluate managers’ and visitors’ perceptions of Quality, Monetary price, Behavioural price, Reputation, Emotional response, Social value and Novelty value delivered by South African private game reserves. The empirical data was collected by means of a survey, using two structured self-administered electronic questionnaires administered to the managers of, and the visitors to, private game reserves. One hundred and sixty two visitors and 30 managers participated in the survey. By performing exploratory factor analysis it was found that the seven value factors were consistent with the value dimensions reported in the literature. These were labelled as Quality, Emotional response, Monetary price, Reputation, Novelty value, Social value and Behavioural price. Most of managers’ perceptions of value provided exceeded visitors’ perceptions of value received. Both managers and visitors rated value items related to Emotional response highly. Considerably more managers (17 percent) thought that the reserve experience can be associated with good service, opposed to only 4 percent of visitors who perceived the service to be good. On the other hand, a larger proportion of visitors (29%) than the managers (20 percent) perceived the reserve experience as relaxing. Managers rated eleven of the thirteen game reserve attributes more positively than what the visitors did. Of these attributes, accommodation services, protection of the natural environment, game drives and service delivery, showed significant differences. It is recommended that South African private game reserve managers: • conduct market research to get a better understanding of what delights visitors. Research should be conducted on a regular basis to ensure management stays current with visitors’ changing needs; • determine whether the prices charged reflect the quality of the physical offerings, service delivery and the time and effort visitors spent to obtain the offering; • use the adventurous activities offered at the reserves as part of their promotional campaigns to attract adventure tourists; • train service delivery staff and game drive guides to educate visitors on the history, culture and eco-friendly practices related to their reserve; • always deliver superior service to ensure memorable wildlife experiences, value for money and exceed visitors’ expectations; • continue using websites, social media and magazines to inform the target market about the reserve offerings; and • stay in regular contact with visitors through social media, newsletters, blogs, follow up emails/calls or face to face discussions at the reserve.
- Full Text:
- Date Issued: 2012
The perceptions of Chinese tourists of the Western Cape Region travel destination
- Authors: Hu, Jiang
- Date: 2008
- Subjects: Chinese -- Travel -- South Africa -- Western Cape -- Attitudes , Tourism -- South Africa -- Marketing , Tourism -- South Africa
- Language: English
- Type: Thesis , Masters , MTech
- Identifier: vital:9365 , http://hdl.handle.net/10948/967 , Chinese -- Travel -- South Africa -- Western Cape -- Attitudes , Tourism -- South Africa -- Marketing , Tourism -- South Africa
- Description: As a result of significantly improving relationship between South Africa and China, Chinese tourists traveling to South Africa have become a more noticeable group of travelers. More and more Chinese tourists choose South Africa as a tourism destination; especially Cape Town in the Western Cape region for a variety purposes such as relaxation, business and/or shopping. This research investigates the perceptions and motivation of Chinese tourists coming to the Western Cape region of South Africa. The proposed strategy of promoting the Western Cape region as a travel destination can be made based on the perceptions and motivation of Chinese tourists to the Western Cape. The study focuses on clearly understanding the perception of Chinese tourists by studying tourist behaviour and consumer motivation. The process of decision making and factors impacting on decision making are addressed in the research. A survey questionnaire was administered to Chinese tourists visiting South Africa. The primary data received by questionnaire was analyzed to show what actually Chinese tourists consider Western Cape as a travel destination. The Statistical Package of Social Science (SPSS) was utilized for analysis of data collected by the questionnaire. These general groups of data are discussed in the research. There are personal information, the motivation for travelling, and perceptions of respondents in the Western Cape region in South Africa.
- Full Text:
- Date Issued: 2008
- Authors: Hu, Jiang
- Date: 2008
- Subjects: Chinese -- Travel -- South Africa -- Western Cape -- Attitudes , Tourism -- South Africa -- Marketing , Tourism -- South Africa
- Language: English
- Type: Thesis , Masters , MTech
- Identifier: vital:9365 , http://hdl.handle.net/10948/967 , Chinese -- Travel -- South Africa -- Western Cape -- Attitudes , Tourism -- South Africa -- Marketing , Tourism -- South Africa
- Description: As a result of significantly improving relationship between South Africa and China, Chinese tourists traveling to South Africa have become a more noticeable group of travelers. More and more Chinese tourists choose South Africa as a tourism destination; especially Cape Town in the Western Cape region for a variety purposes such as relaxation, business and/or shopping. This research investigates the perceptions and motivation of Chinese tourists coming to the Western Cape region of South Africa. The proposed strategy of promoting the Western Cape region as a travel destination can be made based on the perceptions and motivation of Chinese tourists to the Western Cape. The study focuses on clearly understanding the perception of Chinese tourists by studying tourist behaviour and consumer motivation. The process of decision making and factors impacting on decision making are addressed in the research. A survey questionnaire was administered to Chinese tourists visiting South Africa. The primary data received by questionnaire was analyzed to show what actually Chinese tourists consider Western Cape as a travel destination. The Statistical Package of Social Science (SPSS) was utilized for analysis of data collected by the questionnaire. These general groups of data are discussed in the research. There are personal information, the motivation for travelling, and perceptions of respondents in the Western Cape region in South Africa.
- Full Text:
- Date Issued: 2008
A study of the development of partner relationships associated with the chinese travel trade to South Africa
- Lin, Bin
- Authors: Lin, Bin
- Date: 2006
- Subjects: Travel agents -- South Africa , Tourism -- China , Travel agents -- China , Tourism -- South Africa , Relationship marketing
- Language: English
- Type: Thesis , Masters , MTech
- Identifier: vital:9336 , http://hdl.handle.net/10948/414 , Travel agents -- South Africa , Tourism -- China , Travel agents -- China , Tourism -- South Africa , Relationship marketing
- Description: The Chinese inbound tourism market to SA has been acknowledged as an emerging market. However, South African tour operators experience difficulties in establishing and developing viable partner relationships with Chinese travel agents. Recognizing the size, importance and complexity of this market, the major purpose of this research is to explore and investigate the crucial process of developing Sino-South African partnership relationships in the tourism industry, to facilitate the establishment of business relationships with Chinese travel agents. This study is draws on applied marketing, management and cross-cultural theories on networking to explore the process of developing partnership relationships in the Chinese inbound tourism market to SA. The literature on networking, the development of networking relationships, and the effect of guanxi (connection), a key feature of Chinese business networking on partnership relations are reviewed. Given the limited research conducted on this topic and its cross-country nature, a quantitative research method was adopted for this study. Specifically, this study utilized e-mail survey techniques to explore the relationships between South African inbound tour operators and Chinese travel agents. This study identifies that the process of developing partnership relationships between Chinese travel agents and South African inbound tour operators is culturally embedded. They are giving rise to communication problems that affect partnership relationships. A new stage model of the development of partnership relationships between South African inbound tour operators and Chinese travel agents is therefore developed. In particular, the study identifies important factors in the process of developing business relationships. For example, mutual commitment, the pricing issue, word-of-mouth, and quality of services are all considered crucial in attaining long-term stable partnership relationships. Guanxi plays a significant, but not decisive role in the process of developing partnership relationships between Chinese travel agents and South African inbound tour operators. However, guanxi relationships can provide added value to the partnership relationships.
- Full Text:
- Date Issued: 2006
- Authors: Lin, Bin
- Date: 2006
- Subjects: Travel agents -- South Africa , Tourism -- China , Travel agents -- China , Tourism -- South Africa , Relationship marketing
- Language: English
- Type: Thesis , Masters , MTech
- Identifier: vital:9336 , http://hdl.handle.net/10948/414 , Travel agents -- South Africa , Tourism -- China , Travel agents -- China , Tourism -- South Africa , Relationship marketing
- Description: The Chinese inbound tourism market to SA has been acknowledged as an emerging market. However, South African tour operators experience difficulties in establishing and developing viable partner relationships with Chinese travel agents. Recognizing the size, importance and complexity of this market, the major purpose of this research is to explore and investigate the crucial process of developing Sino-South African partnership relationships in the tourism industry, to facilitate the establishment of business relationships with Chinese travel agents. This study is draws on applied marketing, management and cross-cultural theories on networking to explore the process of developing partnership relationships in the Chinese inbound tourism market to SA. The literature on networking, the development of networking relationships, and the effect of guanxi (connection), a key feature of Chinese business networking on partnership relations are reviewed. Given the limited research conducted on this topic and its cross-country nature, a quantitative research method was adopted for this study. Specifically, this study utilized e-mail survey techniques to explore the relationships between South African inbound tour operators and Chinese travel agents. This study identifies that the process of developing partnership relationships between Chinese travel agents and South African inbound tour operators is culturally embedded. They are giving rise to communication problems that affect partnership relationships. A new stage model of the development of partnership relationships between South African inbound tour operators and Chinese travel agents is therefore developed. In particular, the study identifies important factors in the process of developing business relationships. For example, mutual commitment, the pricing issue, word-of-mouth, and quality of services are all considered crucial in attaining long-term stable partnership relationships. Guanxi plays a significant, but not decisive role in the process of developing partnership relationships between Chinese travel agents and South African inbound tour operators. However, guanxi relationships can provide added value to the partnership relationships.
- Full Text:
- Date Issued: 2006
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