Game ranching offers an economic alternative to conventional stock farming and is a means of supplementing income derived from agricultural activities. Competition is intensifying as ranchers continuously look for ways to improve and expand their businesses and gain a competitive advantage. Ranchers consequently have to find strategies that can ensure growth. Since a reciprocal relationship and dependency exists between a game ranch and the environment in which it operates, it is essential that ranchers take cognizance of aspects in the marketing environment that can either limit, and hence encumber the choice of growth strategy, or stimulate the growth potential of game ranches. As the objective of marketing is to offer customers superior value, it is pertinent for ranchers to know and understand the needs, requirements and motivations of visitors. Failure to do so will cause visitors to patronise other game ranches, or alternative tourism offerings that meet their expectations. A literature review was conducted to define strategy and assist in identifying growth strategies available to a game ranch. The literature review assisted in categorising elements in the external, internal and customer analysis phases of strategic marketing management. Surveys were conducted by means of self-completion questionnaires which were distributed throughout South Africa. Two sets of questionnaires were distributed - one to respondents with prior experience of a game ranch, and one to respondents with no-prior experience. A qualifying question directed the fieldworker to decide which questionnaire should be completed by the respondent. The surveys were constructed in such a way as to determine to what extent various factors would persuade respondents to visit a ranch or extend their stay. Based on a factor analysis, an eight factor structure emerged which represented the personal values of respondents and their levels of expectation for each of the factors. The eight factors were stimulation, universalism, tradition, security, hedonism, power, socialisation, and self-direction. The study revealed the following. - The majority of respondents with no-prior experience of a game ranch is either unaware of the offerings of game ranches, or perceives them as too expensive. - The sustainable use of natural resources is not only essential for the existence of a game ranch, but is also an important motivator for respondents to either visit a game ranch or extend their stay at a ranch. - Staff play a critical role in the overall experience of visitors and act as an important motivator to either visit/revisit a game ranch or extend their stay at the ranch. - Clean and comfortable overnight facilities are deemed important by all respondents. - Respondents have a strong desire to relax and spend time with family and friends. A decision-making framework from which game ranches can select applicable growth strategies resulted from the study. The decision-making framework comprises a three-phase process; phase 1 is the identification of a game ranch's target market; phase 2 is the use of a simplistic framework to determine a possible growth strategy for a game ranch; phase 3 is the identification of ways to implement the selected strategy. As the game ranch industry makes significant contributions to the economic, social and ecological welfare of South Africa, this study added to the body of knowledge of game ranching in South Africa, particularly with regard to the growth options available to game ranches. Recommendations for consideration of future research included the following. - As the current study investigated hunting and tourism, future research on growth strategies for game ranches could also include other aspects of game ranching such as the sale of live game and game products. - More focused empirical research into external and internal strategic analysis should be considered to supplement the empirical research into customer analysis resulting from the current study. - Finally, additional information obtained on the external and internal strategic analysis process could lead to expanding the decision-making framework developed in this study into a more holistic tool to be used in selecting a growth strategy, or combination of strategies for a game ranch3.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:nmmu/vital:9356 |
| Date | January 2010 |
| Creators | Van Eyk, Marlé |
| Publisher | Nelson Mandela Metropolitan University, Faculty of Business and Economic Sciences |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Thesis, Doctoral, DTech |
| Format | xvii, 251 pages, pdf |
| Rights | Nelson Mandela Metropolitan University |
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