Despite rapid growth of avitourism globally, the international market potential of avitourism in South Africa, which has remarkable birdlife, is not fully utilised. This research aimed to profile international avitourists by investigating their behavioural involvement, motivations, preferences, agreement to ecotourism principles, and awareness of avitourism in South Africa. Primary data were gathered by distributing questionnaires at the British Birdwatching Fair and Dutch Vogelfestival. Exploratory factor analyses (EFA) and confirmatory factor analyses (CFA) were applied. The results indicated that avitourists differ in terms of behavioural involvement, motivation and preferences for each fair and birder type (casual, active or committed), but agreed on ecotourism principles. A second-order CFA model for avitourist motivation revealed three new constructs – wellbeing, intellectual activity and engagement. Respondents indicated relatively low awareness but high interest in visiting South Africa as a birding destination. The results support the South African avitourism industry potential in product development and destination marketing. / Transport, Logistics & Tourism / M.Com. (Tourism Management)

Despite rapid growth of avitourism globally, the international market potential of avitourism in South Africa, which has remarkable birdlife, is not fully utilised. This research aimed to profile international avitourists by investigating their behavioural involvement, motivations, preferences, agreement to ecotourism principles, and awareness of avitourism in South Africa. Primary data were gathered by distributing questionnaires at the British Birdwatching Fair and Dutch Vogelfestival. Exploratory factor analyses (EFA) and confirmatory factor analyses (CFA) were applied. The results indicated that avitourists differ in terms of behavioural involvement, motivation and preferences for each fair and birder type (casual, active or committed), but agreed on ecotourism principles. A second-order CFA model for avitourist motivation revealed three new constructs – wellbeing, intellectual activity and engagement. Respondents indicated relatively low awareness but high interest in visiting South Africa as a birding destination. The results support the South African avitourism industry potential in product development and destination marketing. / Transport, Logistics and Tourism / M.Com. (Tourism Management)

The purpose of the study is to determine how the population of the ruff in Sweden has changed over the past 20 years and which reasons for the changes, if any, there are. The study also includes how the tourism regarding the ruff in Sweden is today and how it could be developed. The study is based on non-fiction literature, reports, diagrams and interviews. The population of the ruff in Europe has declined over the past years. In Sweden, the breed is classified as vulnerable on the IUCN Red list of threatened species due to the fast decline. The results show that the population of the ruff has changed in the whole country of Sweden. Today almost 99% of the population lives on tundra and wetlands in northern Sweden. Most of the decline has occurred in the south of Sweden where the population almost is extinct. In northern Sweden, the population also has declined but not as much as in the south. Nowadays the ruff only breeds in 8 out of 22 counties it used to occur in. Reasons of the decline are primarily changes in habitats, drainage of watercourses and wetlands, urbanization, agriculture and forestry. The decline also depends on changes along the migration routes and in northwest Africa where the breed winters. Also, climate change and higher predation are reasons for the decline. No tourism with focus on the ruff exists in Sweden today. There is a potential in developing a specific tourism focused on the ruff lek.

Avitourism (birding) in South Africa, with remarkable birdlife, provides economic, social and conservation opportunities. Globally, bird species are decreasing rapidly due to environmental degradation and climate change. The dependence of avitourism on natural resources is undisputable, urging further research. Avitourism research is embryonic compared to higher-order tourism markets (i.e. naturebased) and under-researched in the southern hemisphere. Despite increased international scholarship, substantial knowledge gaps remain regarding strategies to enhance sustainable avitourism. Education, encouraging changes in environmental behaviour, is essential to solve environmental problems. The current day learners influence the future state of the natural environment and consequently the sustainability of avitourism in South Africa. The research therefore aimed to develop a literacy model for sustainable avitourism aimed at secondary school learners in Gauteng (South Africa). In phase 1 of the methodological procedure, mechanisms facilitating behavioural change towards nature were explored. A conceptual literacy framework for sustainable avitourism was developed in phase 2 (theoretical contribution). Phase 3, consisted empirical research. Multi-stage sampling was used to collect primary data by distributing questionnaires at 17 purposively selected secondary schools in Gauteng from July to October 2014. The data were obtained from n = 5 488 secondary school learners (aged 13–17). Descriptive statistics provided insight into ‘environmental and avitourism literacy’ of the learners. Exploratory- and confirmatory factor analyses (EFA; CFA) and structural equation modelling (SEM) were employed to test the conceptual literacy framework. Obtaining the primary objective, a literacy model for sustainable avitourism was developed and confirmed (empirical contribution). Critical paths were identified in the model to enhance the likelihood of behavioural change. The literacy model could be useful for environmental education and avitourism roleplayers, assisting in curriculum development and evaluation (practical contribution). This model could also be applied to other educational contexts, including art and music. Bird education teaches a love for birds and nature, leading to conservation and sustained birdlife, to ensure avitourism attractions in the future. The development of sustainable avitourism intervention programmes is suggested for further research. Longitudinal research could evaluate the effects of the intervention programmes.Ultimately, the learners of today are the responsible citizens and tourists of tomorrow. / Abstract in English, Sesotho and Afrikaans / Transport, Logistics and Tourism / D.Phil. (Management Studies)