It is generally accepted that interpretation plays a significant role in tourism. It can help to enrich visitors’ experience and their cultural and environmental knowledge so that empathy towards conservation, heritage and culture can develop. However, there is a concern that much of the interpretation practised by the tourism industry is of poor quality. Its significance in ecotourism, cultural tourism, wildlife tourism, heritage and adventure tourism, and the concern about its quality gives rise to the need to examine how effective guides are in its delivery, what makes guides effective or ineffective and what continuing education and training they require for effective interpretive delivery. It is against this background that this study was done in order to investigate the interpretive effectiveness of tour guides in South African national parks. The overall purpose of the study was to design a model for effective interpretation for tour guides operating in South African national parks. To accomplish this, an in-depth literature review was done, followed by an empirical investigation. From the literature, the concept of environmental and cultural interpretation was analysed and the constructs that form the theoretical framework for measuring interpretation identified. A conceptual model was formulated that indicates that the effectiveness of tour guides is related to park policies; knowledge and appropriate application of interpretive delivery techniques; management support, evaluation and tourists’ feedback. A mixed method research design was employed, utilizing both qualitative and quantitative methods. In-depth interviews were conducted with nominated officials in the parks to solicit their views on what they perceive as critical issues in the delivery of effective interpretation. Tour guides were surveyed to determine their perceptions of problems with interpretive delivery techniques and their continuing education and training needs in regard to interpretive delivery techniques. Tourists were surveyed to determine their perceptions about their general satisfaction as attributed to interpretation, and the extent to which tour guides applied the interpretive delivery techniques during interpretation. Purposive sampling and convenience sampling techniques were used in this study. Data analysis on the qualitative interviews was done by summarising the content and categorising the statements made by the officials from certain which conclusions could be drawn. These interviews generated certain constructs and variables which were included in the survey instrument. Critical factors for effective interpretation, according to officials, were identified. These included communication skills, continuing education and training, knowledge of the area and a passion for the task. Quantitative data was analysed by ranking those factors which proved to be most problematic in effective interpretive delivery, the most important of which is addressing tourists by their names, using the five senses to enhance the experience, gaining the attention of the tourists, encouraging participation of tourists and presenting the content in a simple manner. Tour guides generally did not rate delivery techniques as being “serious” problems. It was taken into account that tour guides may be reluctant to state the level of a perceived problem in applying effective delivery techniques and to overcome this limitation, questions relating to the need for training in the same delivery techniques were included in the questionnaire. The results indicated a higher level of the need for training than the level of the perceived problem. Tourists were generally satisfied with the tour guides’ interpretation although only a few were not satisfied with the interpretation of tour guides. However, to ensure sustainability, there is a need for continuing education and training in interpretive delivery techniques and interpretive content for tour guides. This study makes a valuable contribution in regard to tourism, in both the academic and the professional (interpretive guiding) spheres. It provides clear guidelines for national parks to improve the quality of the visitor’s experience and should contribute to the achievement of the goals of sustainability. It provides information that will assist officials in the national parks and those who provide professional development training for guides to better understand guides’ need for further training skills in interpretation in South Africa, an issue which has not been adequately researched in this country. The study produced a model that could enhance interpretive delivery techniques of tour guides in South African national parks. / Thesis (PhD)--University of Pretoria, 2011. / Tourism Management / unrestricted

During the recession period of 2008/2009, global tourism declined by 8%. This was also evident is South Africa with the domestic travel market shrinking by 8% as well. However, this did not apply to the Kruger National Park (KNP) which experienced a sustained Accommodation Unit Occupancy growth of 1.6% during the same period. Visitors to the KNP thus see it as an attractive holiday destination irrespective of tough economic conditions characterised by less disposable income. To sustain this growth, it is important to be aware of the reasons visitors still visit the KNP during a recession. The aim of this study was to determine the reasons why visitors still travelled to the KNP during the 2008/2009 recession. This can be done by analysing the visitors’ behaviour and the motivational factors (internal feelings of the visitors) and determinants of the demand (income and exchange rates for instance) that influenced visitors’ choice to visit the KNP. To achieve this aim, a survey was conducted at the KNP between 15 and 20 December 2009 (high season). A total of 355 questionnaires were completed, after which a number of analyses were done to determine the effects of the recession on travel behaviour. For the purpose of this study, two articles were written. Article 1 is titled: “Motivations of visitors to the Kruger National Park during the 2008/2009 recession period”. The aim of this article was to determine the motivations of visitors to the KNP during the recession. A factor analysis on the motivations to visit the park was conducted, of which the following factors obtained the highest mean values: Escape, Wildlife experience and Family benefits. Push factors to the KNP were important to such an extent that visitors regarded visiting the park as a primary need or lifestyle. The results furthermore showed that visitors might have adapted their spending behaviour at the park to still afford to visit the park during the recession. This article provides a better understanding of visitors’ feelings towards the KNP, especially amidst recessions which, in turn, will improve niche marketing and a competitive advantage. Article 2 is titled: “Factors that influenced demand to the Kruger National Park during the 2008/2009 economic recession”. The aim of this article was to identify the determinants that influence the demand for visits to the KNP. Due to the homogeneous nature of the park’s market, the results of the stepwise logistic regression analysis revealed a few socio-demographic and behavioural determinants that influenced visitors’ demand to the park. The motives Escape and Souvenirs were the only two behavioural determinants while the provinces Gauteng and Mpumalanga were the only socio-demographic determinants. These two provinces are the two main markets for the KNP. Visitors indicated that visiting the KNP is a great way of escaping their busy metropolitan areas, especially in the Gauteng province. Mpumalanga residents have many tourism attractions in their province thus lowering the chances that they will visit the KNP. The determinant Souvenirs indicates that visitors adapted their spending at the park to still be able to afford visits. It was also found that demand to visit the park was not greatly influenced by the recession, because visitors could adapt their spending at the park. This is the first time the determinants of demand to a national park during a recession period have been conducted. The study indicated that visiting natural areas may have become a primary need or part of a lifestyle, especially during the 2008/2009 recession period. This article gives park management guidelines that will ensure the sustainability of the KNP because this information now allows for well-planned, thorough marketing and management of the park. In the case of KNP, which has a homogeneous market, the number of determinants identified influencing demand for visiting the park is fewer than has been found in other studies done on heterogeneous markets. This study therefore also makes a valuable methodological contribution in relation to analysing demand of homogeneous and heterogeneous markets. / Thesis (M.Com. (Tourism))--North-West University, Potchefstroom Campus, 2011.

During the recession period of 2008/2009, global tourism declined by 8%. This was also evident is South Africa with the domestic travel market shrinking by 8% as well. However, this did not apply to the Kruger National Park (KNP) which experienced a sustained Accommodation Unit Occupancy growth of 1.6% during the same period. Visitors to the KNP thus see it as an attractive holiday destination irrespective of tough economic conditions characterised by less disposable income. To sustain this growth, it is important to be aware of the reasons visitors still visit the KNP during a recession. The aim of this study was to determine the reasons why visitors still travelled to the KNP during the 2008/2009 recession. This can be done by analysing the visitors’ behaviour and the motivational factors (internal feelings of the visitors) and determinants of the demand (income and exchange rates for instance) that influenced visitors’ choice to visit the KNP. To achieve this aim, a survey was conducted at the KNP between 15 and 20 December 2009 (high season). A total of 355 questionnaires were completed, after which a number of analyses were done to determine the effects of the recession on travel behaviour. For the purpose of this study, two articles were written. Article 1 is titled: “Motivations of visitors to the Kruger National Park during the 2008/2009 recession period”. The aim of this article was to determine the motivations of visitors to the KNP during the recession. A factor analysis on the motivations to visit the park was conducted, of which the following factors obtained the highest mean values: Escape, Wildlife experience and Family benefits. Push factors to the KNP were important to such an extent that visitors regarded visiting the park as a primary need or lifestyle. The results furthermore showed that visitors might have adapted their spending behaviour at the park to still afford to visit the park during the recession. This article provides a better understanding of visitors’ feelings towards the KNP, especially amidst recessions which, in turn, will improve niche marketing and a competitive advantage. Article 2 is titled: “Factors that influenced demand to the Kruger National Park during the 2008/2009 economic recession”. The aim of this article was to identify the determinants that influence the demand for visits to the KNP. Due to the homogeneous nature of the park’s market, the results of the stepwise logistic regression analysis revealed a few socio-demographic and behavioural determinants that influenced visitors’ demand to the park. The motives Escape and Souvenirs were the only two behavioural determinants while the provinces Gauteng and Mpumalanga were the only socio-demographic determinants. These two provinces are the two main markets for the KNP. Visitors indicated that visiting the KNP is a great way of escaping their busy metropolitan areas, especially in the Gauteng province. Mpumalanga residents have many tourism attractions in their province thus lowering the chances that they will visit the KNP. The determinant Souvenirs indicates that visitors adapted their spending at the park to still be able to afford visits. It was also found that demand to visit the park was not greatly influenced by the recession, because visitors could adapt their spending at the park. This is the first time the determinants of demand to a national park during a recession period have been conducted. The study indicated that visiting natural areas may have become a primary need or part of a lifestyle, especially during the 2008/2009 recession period. This article gives park management guidelines that will ensure the sustainability of the KNP because this information now allows for well-planned, thorough marketing and management of the park. In the case of KNP, which has a homogeneous market, the number of determinants identified influencing demand for visiting the park is fewer than has been found in other studies done on heterogeneous markets. This study therefore also makes a valuable methodological contribution in relation to analysing demand of homogeneous and heterogeneous markets. / Thesis (M.Com. (Tourism))--North-West University, Potchefstroom Campus, 2011.