A diversification framework for eco-tourism products of Botswana

Abstract

Tourism is regarded as one of the fastest growing industries that has generated colossal positive and negative impacts. This rapid growth and reaction to negative impacts has led to the advent of ecotourism as a component of Alternative tourism paradigm. The evolution and development of the ecotourism sector has been credited to changes in tourism demand, technology, globalisation and increasing competition amongst destinations. Due to these changes, product diversification is now core to ecotourism development strategy, as means of maintaining competitive advantage and remaining abreast with contemporary trends. However, empirical research focusing on diversification of ecotourism products from a demand perspective is limited, especially in the context of Botswana. The study, therefore, focused on empirical research to determine demand for ecotourism products. The research provided the basis for developing a diversification framework for ecotourism products in Botswana. To achieve this goal five objectives were formulated. The first objective was the analysis of literature on product development (showing linkage to marketing) and diversification in the tourism industry. An overview of marketing literature revealed the linkages amongst the concepts of tourism marketing, product, tourism product, product development and diversification. The concepts were analysed and applied in relation to diversification of tourism products. The review established that there are multiple strategies of diversification, with related constrained diversification being the most suitable for tourism firms to maintain competitiveness and remain relevant in continuously dynamic market environments. However, the review of literature established that diversification research in the field of tourism is limited, especially from a demand perspective. The second objective was an evaluation of ecotourism as a concept, in view of definitional controversy, multiple principles and classifications. Given the various classification frameworks, the study developed seven ecotourism options that formed the basis of diversifying products. The third objective analysed tourism development in Botswana, with particular emphasis on ecotourism. Attainment of independence and subsequent discovery of diamonds that were prudently managed, triggered rapid economic development that greatly benefitted the tourism sector. The country promoted the strategy of High Value – Low Volume (HVLV), that focuses on attracting few affluent tourists with high spending patterns, taking into consideration the fragility and sensitivity of the major ecosystems supporting tourism, namely; Okavango Delta and Chobe river. In line with this approach to minimise negative environmental effects, the country markets itself as a prime ecotourism destination based on wildlife related products, predominantly located in the northern parts of the country. The high dependence on one product type (wildlife) is regarded as greatly problematic. However, diversification efforts to alternative products have failed to yield tangible results for the past three decades. Research on diversification is fixated on supply side, and mostly on evaluation of potential tourism forms and the geographic areas to be developed. There is paucity of detailed empirical demand-based research and analysis of specific diversification strategies. It was established that, apart from the northern areas of Kasane and Okavango Delta, tourism development in other regions of the country is constrained, especially in relation to access and product quality. The review also identified the main types of existing and potential ecotourism activities. The fourth objective determined tourists’ needs and preferences for ecotourism products in order to identify possible diversification options. The fifth objective was the development of a framework for diversifying ecotourism products in Botswana tourism industry by thoroughly assessing empirical results and inferences deduced from review of literature. To achieve these objectives, the study adopted a positivist research paradigm that entailed using descriptive design and quantitative data analysis. Self-administered questionnaires were distributed to 400 respondents at Kasane and Maun airports. Data was analysed using SPSS version 24 to generate descriptive statistics, and conduct factor analysis and independent t-tests. Main findings revealed preference for wildlife/wilderness and nature -based activities or products whilst events and hunting were the least desired. The country attracts mature tourist who prefer soft adventure and activities that prioritise conservation, interpretation and environmental education. Factors related to entertainment, construction of entertainment facilities, post office and golf courses were strongly resented. The findings established that related diversification was the best strategy to implement through expanding services and enhancing existing products. In line with the findings, a framework to diversify ecotourism activities was developed, focusing on activities that promote longer stay as greater linkage with local communities. The study benefited