1. Z. Bosch, M. Kruger and M. Saayman
THE INFLUENCE OF TOURISTS’ SOCIO-DEMOGRAPHIC AND BEHAVIOURAL VARIABLES ON ADVENTURE ACTIVITY PREFERENCES IN SOUTH AFRICAN NATIONAL PARKS
Prof Peet van der Merwe
Z. Bosch, M. Kruger and M. Saayman
North West University
Research Unit: TREES

2. Layout of talk Introduction Aim of research Literature review Method
Results
Findings and implications
Conclusion

3. Introduction
Largest contributors to nature/wildlife-based tourism - SA National Parks
Falls under DEA
SA National Parks generates 75% of its operating revenue
Tourism revenue increase by 10% each year
Park will generate R800 million - operational costs R1.4 billion
An alternative strategy - generating additional revenue
Adventure activities has been identified

4. Aim of research
To determine the adventure preferences of tourists to South African National Parks based on respondents (tourist’s) socio-demographic and behavioural variables

5. Literature review Key areas: Adventure
adventure tourism
socio-demographic and behavioural characteristics
Adventure
ATTA (2011) by 2050, adventure travel as the reason for all travel will increase to 50%
Two categories
soft – low risk activities
hard – high risk activities
Skills of participants

6. Literature review Socio-demographic and behavioural aspects
Socio-demographic variables that influence tourists behaviour
Age, gender, family life cycle, household composition
Nationality/place of residence, cultural background, depended children
Educational level, motivation, occupation, distance travel
The influence of each can however differ in terms of visitors’ preferences for hard or soft adventure

7. Literature review

8. Literature review Previous research
Outdoor activities positively influenced by membership
Members of nature/outdoor organisations are more likely to participate
Gender influence participation in adventure/outdoor activities
Male participants tend to take part in more hard adventure and masculine activities
Younger participants tend to participate more in adventure activities
Slight increase in adventure participation from older respondents ( years of age)

9. Literature review
Presences of young children in households, decreased participation
Education influence participation levels
More years of further education - five time higher likelihood to participating in adventure
Participants who were more affluent participate more
Marital status do have a moderate impact on adventure participation

10. Method of research Quantitative research design Questionnaire design
Section A: Socio­ demographic and behavioural information
Section B: adventure tourism (Van der Merwe, 2009: 235; Allen, 2010; Mill, 2010; Schneider & Vogt, 2012:704)
Sampling method and size
April and May 2014.
Sample size (n)
Factor analysis
t-tests and ANOVA

11. Results
Profile
Factor analysis
t-tests and ANOVA

12. Results: Profile Gender: female (51%) and male (49%)
English speaking (68%)
Married (67%)
Gauteng (41%)
Degree or diploma (47%)
49 average age
34% had children (49% two children and 38% ages of 19 to 25 years)
Wild Card holders
Last five years an average of 8.54 times
Stayed between 2 to 7 nights

13. Results: Factor analysis soft adventure
Factors
Items/activities
Cronbach’s Alpha
Mean value
Initial eigenvalues: total
1. Water-based
Surfboard surfing; Paddle boats; Sailing; Snorkelling; Sandboarding; Motorboat rides; Jet skiing; Scuba diving ; Canoeing
0.90
1.76
12.43
2. Interpretive
Safari/game viewing; Night drives; Bird watching; Stargazing; Guided walks
0.72
3.71
3.67
3. Wildlife interaction
Elephant rides; Animal interaction; Quad biking
0.81
1.62
2.09
4. Heritage
Archaeological tours; Historical tours; Geographical tours; Cultural dances; Botanical tours
0.85
2.86
1.68
5. Consumptive
Hunting; Archery; Fishing
0.67
1.49
1.39
6. Trail/ Trekking
Backpacking; Cycling routes; Hiking; Horseback safaris
2.49
1.26
7. Self-executing
4x4 trails (guided); 4x4 trails (self-drive); Campsite camping
3.45
1.08
8. Team based
Orienteering ; Team building; Obstacle course; Zip lining
0.84
1.70
1.05

14. Results: Factor analysis hard adventure
Factors
Items/activities
Cronbach’s Alpha
Mean value
Initial eigenvalues: total
1. Adrenaline rush
Bungee jumping; Skydiving; High-rope activities; Off-road and dirt biking; Cliff jumping; Hang gliding; Kitesurfing; Paragliding/Parasailing; Abseiling; Shark diving
0.95
1.53
12.18
2. Wilderness training and survival courses
Field-guide training; Wilderness camping; Survival and wilderness training; Survival games
0.83
2.91
1.91
3. Adventure sports
Kayaking; Mountain biking; Trail running; Rock climbing; White-water rafting; Caving; Mountain climbing
0.94
1.98
1.08

15. Socio-demographic variables
t-tests: gender, age and home language (factor analyses of hard and soft)
ANOVAs and Post hoc - marital status and province of residence

16. Socio-demographic variables
Gender
Male respondents - statistical significantly differences soft adventure activities
water-based, consumptive, trail/trekking and self- executing
Hard adventure activities: wilderness training and survival courses
Age
39 years and younger regarded all adventure factors (soft and hard) more important
Hard adventure activity: wilderness training and survival courses and adventure sport
Language
Soft - consumptive, self-executing and team-based

17. Socio-demographic variables
Marital status
Living together: heritage and trail/trekking more important (soft)
Single and living together - adventure sports (hard)
Geographic
Western Cape – adventure sport

18. Travel behaviour
Do you participate in adventure activities in your leisure time?
Wild Card’ holder?
Adventure participation
Those who participate rate all adventure (hard & soft) as important
Wild Card holders
Wild Card holders found self-executing to be very important (soft)
Non Wild Card holders - wilderness training and survival courses
Non-Wild Card holders will be more likely to participate in adventure activities in national parks.

19. Findings and implications
First finding
Research identified hard and soft adventure factors not previously identified - interpretative (soft adventure) and wilderness training and survival courses (hard adventure)
Implication
That traditional soft adventure activities stays important (interpretative) - game viewing/safari, night game viewing, bird watching, stargazing and guided walks remain important to tourist
Hard - wilderness training and survival games

20. Findings and implications
Second finding: socio-demographic variables
Gender:
Male - water based activities, consumptive activities (fishing and hunting) and trail/trekking
Implication
Water-based activities: Table Mountain National Park, West Coast National Park and Garden Route National Park
Fishing activities: Marine parks and Golden Gate National Park
Trail/trekking - developing new and more challenging trails

21. Findings and implications
Age
Finding: hard and soft adventure activities were rated more important by younger respondents
Implication
Adventure activities in parks must be market amongst younger tourists
Marital status
Single or living together: heritage (archaeological and geological tours) and adventure sport (kayaking, mountain biking, trail running, rock climbing, white-water rafting and caving)
Golden Gate, Table Mountain, Camdeboo National Parks will be perfect for mountain climbing and caving. Tsitsikamma, Wilderness and Augrabies Falls National Parks will suit kayaking.

22. Third finding: Geographical location or place of residence Implication
Western Cape: hard adventure activities to be more important
Implication
Western Cape parks : Table Mountain, Wilderness, Agulhas, Bontebok and West Coast national parks
Last finding: behavioural variables do impact
Wild Card members: game drives, trails (four wheel drive/non four wheel drive) and camping
Non Wild Card members: hard adventure activities - field-guide training, wilderness camping, survival and wilderness training and survival games.
The implications: Hard adventure activities can be marketed amongst non-Wild Card members and in national parks that can accommodate these activities

23. Conclusion
Aim of this study: socio-demographics and behavioural variables on adventure preferences.
Determine possible new adventure products for South African National Parks
Contributes
Identified soft and hard adventure activities
Traditional soft adventure activities (like game viewing/safari) do stay important
Field-guide training, wilderness camping, survival and wilderness training, and survival games - important hard eco-adventure activities identified for national parks
Study confirmed that socio-demographic and behavioural variables do influence tourists’ preferences
New eco-adventure activities can generate more income

24. Thank You