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)
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:unisa/oai:uir.unisa.ac.za:10500/4373 |
| Date | 06 1900 |
| Creators | Conradie, Nicolene |
| Contributors | Van Zyl, C. |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Dissertation |
| Format | 1 online resource (xvii, 264 leaves) |
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