Socio-demographic and behavioural determinants of visitor spending at the Kruger National Park

Abstract

The Kruger National Park is one of the most visited national parks in the world and one of South Africa’s prime tourism destinations. It attracts more than 1 million visitors per year and, as such, plays an important role in the regional and national economy. The article aims to assess the extent to which socio-demographic and behavioural indicators influence the spending of tourists to the Park. From 2001-2007 surveys have been conducted amongst tourists to the Park including a number of socio-demographic, behavioural and motivational questions, totaling 2 904 questionnaires used in the analysis. The methodology includes both cross-sectional regression analysis and pseudo-panel data analysis to identify and compare possible influences on spending. Findings indicate that, even though a combination of socio-demographic, behavioural and motivational factors influence spending at National Parks, behavioural indicators seem to be the most important and consistent influencer.