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.

Tourism comprises the world's largest industry, and beaches (marine tourism) are considered as one of the major tourism attractions in the world. Marine tourism includes different aspects such as the ocean, coastal water sports, hotels and restaurants, island and beach resorts, recreation, fishing boat operators, cruise ships and charter yacht companies. One of the main contributors to marine and wildlife tourism in South Africa, is South African National Parks (SANParks), comprising of 21 national parks. Of the 21 National Parks six are marine national parks covering 4004.4 square kilometres namely West Coast, Wilderness, Tsitsikamma, Addo Elephant, Agulhas and Table Mountain National Parks. The two most known Marine National Parks in South Africa are Tsitsikamma and Addo Elephant National Parks: Addo Elephant for the fact that it is the only national park in South Africa hosting the BIG 7, namely elephant, rhino, lion, buffalo, leopard, whales and great white sharks. Tsitsikamma National Park is important as it is the first and oldest Marine National Park in Africa. South African National Parks receive thousands of visitors each year and tourists visiting these parks are a source of revenue for national parks and by determining travel motives, marketing can be undertaken more effectively, and specific factors can be taken into account when the marketing strategies are being planned. The literature review indicated that an understanding of tourist motives is a key aspect in understanding tourist behaviour. If the travel motives of tourists are known to product owners, in the case of South African National Parks, they will assist the product owner with product development as well as its marketing strategy. By understanding tourist behaviour one can understand why tourists buy certain products and why they make certain decisions. Tourist behaviour can be analysed in terms of the purchasing process a tourist goes through when making a decision. Different tourists will have different decision making processes and will have different motives for buying different products and services. To be able to understand how buyers proceed through the decision making process one has to look at the tourist decision–making process which consists of different influences like demographic factors, the marketing mix, internal/ psychological, external/social and situational factors. From the literature review, the following travel motivations theories were identified: Maslow's hierarchy of needs, Murray's classification of needs, Mill and Morrison's needs and wants theory, Push and Pull theories and the Sun lust and Wanderlust theory. It was found in the literature review that there are some travel motives that are found in most of the nature based destinations such as “relaxation and escape”, “learn about nature” and “park attributes” to name but a few. The research, however, also found that travel motives are closely linked to what these destinations offer and it was also found that different marine destinations seem also to have different travel motives. The aim of this study is, therefore, to determine the travel motives of tourists to selected Marine National Parks in South Africa. Secondary data was used to determine the visitor's profile as well as the factor analysis on travel motives. Four hundred and eight questionnaires were administered to the Addo Elephant National Park and 495 to the Tsitsikamma National Park. The data analysis consisted of two parts, the first part was descriptive data and here the profile of the visitors to the two selected marine national parks was discussed. In the second part a factor analysis was conducted. The aim of a factor analysis is to reduce the data and to assist in the interpretation of the data. A factor analysis further describes the variance–covariance relationship among a number of variables in terms of a few underlying but unobservable random quantities, called factors. For this research a principal axis factor analysis with Oblimin with Kaiser Normalisation rotation was performed on the 22 travel motive items. The visitors' profiles for both the parks were quite similar except for the following: The largest percentage of the visitors to Tsitsikamma National Park were Afrikaans speaking and not as in the case of Addo Elephant National Park most tourists were English speaking, The major markets for Addo Elephant National Park, were the Western and Eastern Cape Provinces and for the Tsitsikamma National Park the major markets were Gauteng and the Western Cape Provinces. The factor analysis regarding travel motives revealed the following four factors: Education and knowledge seeking, Relaxation and escape, Park attributes and Family togetherness. A comparison was done regarding the travel motives of tourists to the two national parks to determine if there were any differences. A small to medium effect size was found for “relax and escape” and “education and learning about wildlife”, therefore, a small to medium statistical significant difference were found. This research confirmed that different marine destinations have different travel motives. Therefore, marketers can use this information and focus on individual marketing for each park based on the products they offer. / Thesis (M.Com. (Tourism))--North-West University, Potchefstroom Campus, 2012.

Tourism comprises the world's largest industry, and beaches (marine tourism) are considered as one of the major tourism attractions in the world. Marine tourism includes different aspects such as the ocean, coastal water sports, hotels and restaurants, island and beach resorts, recreation, fishing boat operators, cruise ships and charter yacht companies. One of the main contributors to marine and wildlife tourism in South Africa, is South African National Parks (SANParks), comprising of 21 national parks. Of the 21 National Parks six are marine national parks covering 4004.4 square kilometres namely West Coast, Wilderness, Tsitsikamma, Addo Elephant, Agulhas and Table Mountain National Parks. The two most known Marine National Parks in South Africa are Tsitsikamma and Addo Elephant National Parks: Addo Elephant for the fact that it is the only national park in South Africa hosting the BIG 7, namely elephant, rhino, lion, buffalo, leopard, whales and great white sharks. Tsitsikamma National Park is important as it is the first and oldest Marine National Park in Africa. South African National Parks receive thousands of visitors each year and tourists visiting these parks are a source of revenue for national parks and by determining travel motives, marketing can be undertaken more effectively, and specific factors can be taken into account when the marketing strategies are being planned. The literature review indicated that an understanding of tourist motives is a key aspect in understanding tourist behaviour. If the travel motives of tourists are known to product owners, in the case of South African National Parks, they will assist the product owner with product development as well as its marketing strategy. By understanding tourist behaviour one can understand why tourists buy certain products and why they make certain decisions. Tourist behaviour can be analysed in terms of the purchasing process a tourist goes through when making a decision. Different tourists will have different decision making processes and will have different motives for buying different products and services. To be able to understand how buyers proceed through the decision making process one has to look at the tourist decision–making process which consists of different influences like demographic factors, the marketing mix, internal/ psychological, external/social and situational factors. From the literature review, the following travel motivations theories were identified: Maslow's hierarchy of needs, Murray's classification of needs, Mill and Morrison's needs and wants theory, Push and Pull theories and the Sun lust and Wanderlust theory. It was found in the literature review that there are some travel motives that are found in most of the nature based destinations such as “relaxation and escape”, “learn about nature” and “park attributes” to name but a few. The research, however, also found that travel motives are closely linked to what these destinations offer and it was also found that different marine destinations seem also to have different travel motives. The aim of this study is, therefore, to determine the travel motives of tourists to selected Marine National Parks in South Africa. Secondary data was used to determine the visitor's profile as well as the factor analysis on travel motives. Four hundred and eight questionnaires were administered to the Addo Elephant National Park and 495 to the Tsitsikamma National Park. The data analysis consisted of two parts, the first part was descriptive data and here the profile of the visitors to the two selected marine national parks was discussed. In the second part a factor analysis was conducted. The aim of a factor analysis is to reduce the data and to assist in the interpretation of the data. A factor analysis further describes the variance–covariance relationship among a number of variables in terms of a few underlying but unobservable random quantities, called factors. For this research a principal axis factor analysis with Oblimin with Kaiser Normalisation rotation was performed on the 22 travel motive items. The visitors' profiles for both the parks were quite similar except for the following: The largest percentage of the visitors to Tsitsikamma National Park were Afrikaans speaking and not as in the case of Addo Elephant National Park most tourists were English speaking, The major markets for Addo Elephant National Park, were the Western and Eastern Cape Provinces and for the Tsitsikamma National Park the major markets were Gauteng and the Western Cape Provinces. The factor analysis regarding travel motives revealed the following four factors: Education and knowledge seeking, Relaxation and escape, Park attributes and Family togetherness. A comparison was done regarding the travel motives of tourists to the two national parks to determine if there were any differences. A small to medium effect size was found for “relax and escape” and “education and learning about wildlife”, therefore, a small to medium statistical significant difference were found. This research confirmed that different marine destinations have different travel motives. Therefore, marketers can use this information and focus on individual marketing for each park based on the products they offer. / Thesis (M.Com. (Tourism))--North-West University, Potchefstroom Campus, 2012.