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Original Research
Clustering Kruger National Park visitors based on interpretation
Submitted: 23 March 2018 | Published: 30 June 2016
About the author(s)
E. Botha, Department of Entrepreneurship, Supply Chain, Transport, Tourism and Logistics Management; School for Public and Operations Management; University of South Africa, South AfricaM. Saayman, Tourism Research in Economic, Environs and Society; Faculty of Economic and Management Sciences; North West University, South Africa
M. Kruger, Tourism Research in Economic, Environs and Society; Faculty of Economic and Management Sciences; North West University, South Africa
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Interpretation is considered to be an important educational tool that not only addresses visitors’ expectations but also contributes to national parks’ conservation purposes. This study segmented the Kruger National Park’s visitors based on expected interpretation services and revealed four clusters that differed based on their expected and experienced interpretation services as well as their motivational aspects. This study’s distinct contribution is the alternative segmentation approach which revealed the viability of the expected interpretation variable to use for ecotourism segmentation purposes. This study not only assists the Kruger National Park to appropriately address interpretation services but also aids other ecotourism destinations.
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