Constraints to consumption of South Africa's national parks among the emerging domestic tourism market

Abstract

Tourism plays a recognised role in the South African economy, even though it is faced with a number of challenges including levels of seasonality, geographic spread and differing levels of travel and tourism culture within population groups. Literature speaks to the role that domestic tourism can play in addressing these challenges. Within the South African context, emerging markets are population groups entering the market in increasing numbers as domestic tourists, especially those previously neglected during the years of segregation through apartheid. The focus of this exploratory study was to identify the constraints that deter the South African emerging black domestic market from visiting national parks, and more specifically the Kruger National Park. A survey of 350 individuals support existing literature, but highlight the importance of time, distance and affordability as constraints to this market. The study identifies areas in which products could be adapted, as well as aspects that could be considered when formulating marketing messages aimed at this market.