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PROFILING ADVENTURE TOURISTS IN PRETORIA: A COMPARATIVE ANALYSIS Melissa J Lötter.

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Presentation on theme: "PROFILING ADVENTURE TOURISTS IN PRETORIA: A COMPARATIVE ANALYSIS Melissa J Lötter."— Presentation transcript:

1 PROFILING ADVENTURE TOURISTS IN PRETORIA: A COMPARATIVE ANALYSIS Melissa J Lötter

2 Introduction Tourism is not a new phenomenon Tourism has grown significantly, affecting environments and/or attracting new markets People voluntary experience unfamiliar environments Associated risks and hazards in people’s lack of knowledge Tourists adapt their behavior to reduce or increase potential risks

3 Research Problem Different activities and experiences evolve – individuals motives, behaviors and experiences differ Companies promote and sell a vast array of activities to a diverse range of markets as novel and exclusive experiences

4 Research Objectives Primary Research Objective To compare significant demographic descriptors of adventure tourists in Pretoria, South Africa, with essential psychographic preferences in order to assist adventure tourism companies

5 Secondary Research Objectives -To explore market segmentation, targeting and positioning -To identify demographic and psychographic descriptors applicable to adventure tourists Research Objectives

6 Research Methodology Applied research Descriptive research Quantitative methodology

7 Research Methodology Sampling Sample – using products/services of companies within Pretoria Perceived sample: 250 (50% male & 50% female) Actual sample: 234 (93.6% response rate) Perceived company participation: 35 Actual company participation: 20 (57.1% participation rate) Sample  companies = equal responses

8 Measurement Self-completing questionnaire: -Demographic variables (age, place of residence, ethnic group, family life cycle stage, household type, income and expenditure rates) -Psychographic variables (personality, social class & lifestyle) Research Methodology

9 Data collection -Pilot study Thirty first and second year adventure tourism students - Research study 26 September 2009 to 2 December 2009

10 Research Methodology Data analysis -Statistical consultation -Microsoft Access  SAS format  SAS Access module -Descriptive bivariate analysis

11 Findings Secondary research objective 1: Companies cannot appeal and approach all consumers in the same way Companies should identify lucrative markets

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13 Findings Secondary research objective 2: To identify demographic and psychographic descriptors

14 Findings BABY BOOMERS (BORN ) MARRIED/ DIVORCED FAMILY/LATE FAMILY SOFT ADVENTURE E.G. HIKING & SNORKELING OWN VEHICLES SELF- CATERING/ CAMPING/ FAMILY & FRIENDS

15 Findings GENERATION Y (BORN ) SINGLEDEPENDANT HARD ADVENTURE E.G. ABSEILING & SCUBA- DIVING UNCONVENTI ONAL TRANSPORT ECCENTRIC ACCOMMO DATION

16 Recommendations General recommendations Identify consumer behavior patterns for the silent generation and generation X age group Broaden the target population

17 Recommendations Recommendations for future research Tourism definitions should be accepted and interpreted Increase adventure tourists classification research to gain insight Include behavioural components in adventure tourism research – provide information about consumer travel behaviour Encourage adventure tourism marketing – beneficial to industry

18 THANK YOU!


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