Tourism is one of the key industries that drive the global economy, playing a key role in
regional development. However, constant change, trends and tourist behaviour compel drive
destinations to keep track of these changes in order to grow tourism and stimulate economic
growth. Mpumalanga is one of the provinces in South Africa known for its flora and fauna,
beautiful landscape, and game reserves together with wildlife; therefore, having the potential
to draw tourists to the province. Mpumalanga province aim to position itself as a destination
of choice. A process of segmenting should however first take place as positioning is the end
result. The purpose of the present study was to segment and profile tourists based on
benefits sought in order to develop a benefit segmentation framework for Mpumalanga. The
data collection procedure was based on a self-administered survey applied to a sample of
400 tourists visiting Mpumalanga, and two segments were identified. Binary logistic
regression indicated that benefits sought (all nine) were statistically significant predictors of
the attractions tourists visited and the activities within which they participated during their
stay in Mpumalanga. A benefit segmentation framework was developed as a
recommendation, which may be useful in developing promotional and packaging activities for
identified segments by incorporating activities and attractions obtained from the binary
logistic regression results and by matching them within the identified segment while using
benefits as guidelines. / Business Management / M. Com. (Tourism Management)
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:unisa/oai:uir.unisa.ac.za:10500/22162 |
| Date | 10 1900 |
| Creators | Nduna, Lesedi Tomana |
| Contributors | Van Zyl, Cina |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Dissertation |
| Format | 1 online resource (xiv, 229 leaves) : illustrations (some color) |
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