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.
