The influence of interpretation on visitors behaviour in the Kruger National Park

Abstract

It is a well-known fact that interpretation influences visitors’ behaviour to be more in line with respect for the environment, philanthropic support for conservation and generally environmental sound behaviour. This study made use of two theories, the theory of planned behaviour (TPB) and the cognitive dissonance theory, to examine the influence of interpretation on both attitudes and behaviour within the Kruger National Park. Apart from the confirmation of these theories by means of structural equation modelling, this chapter also empirically confirmed a classification of interpretation by means of an exploratory and confirmatory factor analysis.