A visitor motivational typology at Mapungubwe National Park and World Heritage Site | Zendy

Uwe P. Hermann | Zendy; Peet van der Merwe | Zendy; Willem Coetzee | Zendy; Melville Saayman | Zendy

AI Assistant Blog Pricing

Home ZAIA Blog

Open Access

A visitor motivational typology at Mapungubwe National Park and World Heritage Site

Author(s) -

Uwe P. Hermann,

Peet van der Merwe,

Willem Coetzee,

Melville Saayman

Publication year - 2016

Publication title -

acta commercii

Language(s) - English

Resource type - Journals

eISSN - 2413-1903

pISSN - 1684-1999

DOI - 10.4102/ac.v16i1.315

Subject(s) - visitor pattern , national park , tourism , typology , world heritage , geography , heritage tourism , descriptive statistics , national heritage , cultural heritage , historic site , environmental resource management , environmental planning , environmental protection , marketing , psychology , sociology , business , archaeology , tourism geography , ethnology , statistics , environmental science , mathematics , computer science , programming language

Orientation: Mapungubwe National Park and World Heritage Site (MNP) is a unique national park in South Africa in that it includes a World Heritage Site of significant importance for the people of southern Africa. MNP is a relatively new national park with low visitor numbers and occupancy rates, which threaten the sustainable management of the park.

Research purpose: This study aimed to develop a general visitor profile and to describe the motivational factors for visiting the park in order to support the development of tourism at MNP.

Motivation of the study: A tourism management plan is required for the park; however, any planning associated planning requires an assessment of tourist behaviour and needs.

Research design, approach and method: An online questionnaire was distributed to a database of visitors to MNP during March−April 2013. A total of 486 responses were received. Data were analysed using descriptive statistics through frequencies and means. Motivator constructs were analysed through a factor analysis.

Main findings: The study both confirmed and contradicted previous findings from other national parks in terms of visitor profiles and motivations. Most crucially, this study identified a new motivational factor for visiting national parks, which advances the need to manage the heritage aspect of world heritage sites distinctly from national parks.

Managerial implications: The results indicated that visitors to MNP were older and better educated compared to visitors at other national parks. These visitors included predominantly first-time visitors. In addition these visitors are mainly motivated by the need for a nature experience, although the park is not a Big 5 reserve, findings also identified heritage and education as a unique motivational factor for this park.

Contribution added: The study promotes the requirement of a unique park-specific tourism management strategy for MNP as the market base of this park is demographically distinct. In addition, the park should improve the promotion of its status as a World Heritage asset in relation to its natural attributes in order to attract greater numbers of heritage tourists. Although the park features exceptional natural features, the reserve is not a Big 5 reserve and this may result in dissatisfaction with the major group of visitors seeking a nature experience.

The content you want is available to Zendy users.

Already have an account? Click here to sign in.

Having issues? You can contact us here

Accelerating Research