The student market is a large and growing segment of the tourism industry that contributes approximately one billion rand annually to the tourism economy Unfortunately, despite the apparent profitability of this market, students are still disregarded by the South African tourism industry This may be explained by the perception and ignorance by the industry and that little is known about the characteristics, travel motivations and behaviour of this market The literature review revealed that students have specific characteristics which influence their travel behaviour such as money, time, social factors, personal characteristics, motives, special interests and especially cultural or ethnic backgrounds. Thus it is clear that although the student market seems homogeneous, heterogeneous differences do exist In order to capitalise on this market and to comprehensively understand student behaviour, information is needed about the activities which the students pursue, with whom and where these activities are pursued and even more importantly , how the students make the decision to purchase the product to go on holiday Thus the main purpose of this study was to determine the travel behaviour of students at the NWU, Potchefstroom Campus. This was achieved firstly by analysing motivation (Chapter 2) and conceptualising travel behaviour (Chapter 3) by means of extensive literature reviews. Motivation is understood as the underlying forces that arouse and direct the behaviours in which students engage, in order to realise certain benefits Behaviour can be viewed as a process of internal psychological factors (e.g. needs, wants and goals) which generate tension to some extent Different students have different needs; their purchase decision may be influenced by individual preference and social circumstances at the least The aim of conducting a literature review concerning the total concept of travel behaviour was to analyse the process of travel behaviour and effecting factors including travel motives, in order to understand and how best to attract the student market. In order to determine the travel behaviour of students at the NWU, Potchefstroom Campus, a survey was conducted between the 5th and 14th of October 2010 The survey was conducted by means of distributing a Questionnaire among third -year students during contact sessions in each of the different Faculties. From the data obtained from the questionnaire; a profile of the third-year students could be compiled and through factor analyses, the travel behaviour of the students could be determined. ANOVAs and Chi-square tests were used to determine whether the student travel behaviour in the different faculties differed from each other as well as to what extent These analyses were conducted in Chapter 4. Evidently convenience was considered as the most important factor with regard to the travelling characteristics of the students, Relaxation and Having fun as the most important factors influencing the travel motivation of students and Finance was the most important factor influencing the travel behaviour of the third-year students at the NWU, Potchefstroom_ Overall it was clear that the students in each faculty differed in their travel characteristics, activities influencing the holiday experience, motives to go on holiday and factors influencing the choice of destination as well as holiday preferences The Faculty of Theology stood out as the faculty which differed the most with regard to the afore-mentioned, whereas the Faculty of Health Sciences indicated the least differences This research therefore revealed that the third-year student market at the NWU, Potchefstroom Campus cannot be seen as a homogenous market since there are definite heterogeneous differences with regard to their travel behaviour. This market is also very complex since the Faculty to which the student belongs, contributes to these heterogeneous differences Knowledge of the travel behaviour of students can aid in segmentation of the student market in order to refine the marketing strategies of the destination as well as the development of target specific marketing messages. / Thesis (M.Com. (Tourism))--North-West University, Potchefstroom Campus, 2011.

The student market is a large and growing segment of the tourism industry that contributes approximately one billion rand annually to the tourism economy Unfortunately, despite the apparent profitability of this market, students are still disregarded by the South African tourism industry This may be explained by the perception and ignorance by the industry and that little is known about the characteristics, travel motivations and behaviour of this market The literature review revealed that students have specific characteristics which influence their travel behaviour such as money, time, social factors, personal characteristics, motives, special interests and especially cultural or ethnic backgrounds. Thus it is clear that although the student market seems homogeneous, heterogeneous differences do exist In order to capitalise on this market and to comprehensively understand student behaviour, information is needed about the activities which the students pursue, with whom and where these activities are pursued and even more importantly , how the students make the decision to purchase the product to go on holiday Thus the main purpose of this study was to determine the travel behaviour of students at the NWU, Potchefstroom Campus. This was achieved firstly by analysing motivation (Chapter 2) and conceptualising travel behaviour (Chapter 3) by means of extensive literature reviews. Motivation is understood as the underlying forces that arouse and direct the behaviours in which students engage, in order to realise certain benefits Behaviour can be viewed as a process of internal psychological factors (e.g. needs, wants and goals) which generate tension to some extent Different students have different needs; their purchase decision may be influenced by individual preference and social circumstances at the least The aim of conducting a literature review concerning the total concept of travel behaviour was to analyse the process of travel behaviour and effecting factors including travel motives, in order to understand and how best to attract the student market. In order to determine the travel behaviour of students at the NWU, Potchefstroom Campus, a survey was conducted between the 5th and 14th of October 2010 The survey was conducted by means of distributing a Questionnaire among third -year students during contact sessions in each of the different Faculties. From the data obtained from the questionnaire; a profile of the third-year students could be compiled and through factor analyses, the travel behaviour of the students could be determined. ANOVAs and Chi-square tests were used to determine whether the student travel behaviour in the different faculties differed from each other as well as to what extent These analyses were conducted in Chapter 4. Evidently convenience was considered as the most important factor with regard to the travelling characteristics of the students, Relaxation and Having fun as the most important factors influencing the travel motivation of students and Finance was the most important factor influencing the travel behaviour of the third-year students at the NWU, Potchefstroom_ Overall it was clear that the students in each faculty differed in their travel characteristics, activities influencing the holiday experience, motives to go on holiday and factors influencing the choice of destination as well as holiday preferences The Faculty of Theology stood out as the faculty which differed the most with regard to the afore-mentioned, whereas the Faculty of Health Sciences indicated the least differences This research therefore revealed that the third-year student market at the NWU, Potchefstroom Campus cannot be seen as a homogenous market since there are definite heterogeneous differences with regard to their travel behaviour. This market is also very complex since the Faculty to which the student belongs, contributes to these heterogeneous differences Knowledge of the travel behaviour of students can aid in segmentation of the student market in order to refine the marketing strategies of the destination as well as the development of target specific marketing messages. / Thesis (M.Com. (Tourism))--North-West University, Potchefstroom Campus, 2011.

The purpose of this study was to determine the travel behaviour of tourists to a ATKV resort, more specifically ATKV-Natalia. Numerous studies on travel behaviour has been done, but none of them indicated that it was focused on ATKV resorts. Travel behvaiour is concerned with the way in which tourists react towards specific inherent aspects. There are various internal and external factors which influence and determine travel behaviour. Travel motivations and reasons for travel are two of the most important factors influencing travel behaviour. Travel motivations can be defined as internal forces influencing a tourist and reasons for travel can be conceptualised as external forces influencing a tourist to travel. Another important factor influencing travel behaviour is the stage of the family life cycle in which the tourist finds him- or herself. Every stage has its own certain needs and wants. Thus, every stage implies different needs and wants in terms of traveling. The information of this study was gathered by means of a questionnaire. The questionnaire was distributed at ATKV-Natalia Resort during the weekend of 17-19 July 2009, by two. fieldworkers. A total of 159 questionnaires were distributed (one per family). Another 150 questionnaires were distributed by means of email. Respondents were identified by the existing database of ATKV which indicated the tourists who visited the resort during the 2009 December school holidays. Statistical analysis of the data was used to determine the findings of this study. For the first article, factor analyses were done in order to determine the travel motivations and reasons for travel of tourists to ATKV-Natalia. Correlation analysis was also done. in order to determine the correlations which exist between travel motivations and reasons for travel. In the second article, only the data of the respondents who indicated that they were married were used for statistical analysis. Cross tabulations were done in order to determine the most important similarities and differences which exist between tourists married with children and tourists married without children. / Thesis (M.Com. (Tourism))--North-West University, Potchefstroom Campus, 2010

The purpose of this study was to determine the travel behaviour of tourists to a ATKV resort, more specifically ATKV-Natalia. Numerous studies on travel behaviour has been done, but none of them indicated that it was focused on ATKV resorts. Travel behvaiour is concerned with the way in which tourists react towards specific inherent aspects. There are various internal and external factors which influence and determine travel behaviour. Travel motivations and reasons for travel are two of the most important factors influencing travel behaviour. Travel motivations can be defined as internal forces influencing a tourist and reasons for travel can be conceptualised as external forces influencing a tourist to travel. Another important factor influencing travel behaviour is the stage of the family life cycle in which the tourist finds him- or herself. Every stage has its own certain needs and wants. Thus, every stage implies different needs and wants in terms of traveling. The information of this study was gathered by means of a questionnaire. The questionnaire was distributed at ATKV-Natalia Resort during the weekend of 17-19 July 2009, by two. fieldworkers. A total of 159 questionnaires were distributed (one per family). Another 150 questionnaires were distributed by means of email. Respondents were identified by the existing database of ATKV which indicated the tourists who visited the resort during the 2009 December school holidays. Statistical analysis of the data was used to determine the findings of this study. For the first article, factor analyses were done in order to determine the travel motivations and reasons for travel of tourists to ATKV-Natalia. Correlation analysis was also done. in order to determine the correlations which exist between travel motivations and reasons for travel. In the second article, only the data of the respondents who indicated that they were married were used for statistical analysis. Cross tabulations were done in order to determine the most important similarities and differences which exist between tourists married with children and tourists married without children. / Thesis (M.Com. (Tourism))--North-West University, Potchefstroom Campus, 2010