Original Research

Benchmarking avi-tourism literacy rates among Gauteng school learners

D. H. Tustin, N. Conradie
South African Journal of Business Management | Vol 47, No 3 | a68 | DOI: https://doi.org/10.4102/sajbm.v47i3.68 | © 2018 D. H. Tustin, N. Conradie | This work is licensed under CC Attribution 4.0
Submitted: 23 March 2018 | Published: 30 September 2016

About the author(s)

D. H. Tustin, Bureau of Market Research, University of South Africa, South Africa
N. Conradie, Department of Transport Economics, Logistics and Tourism, University of South Africa, South Africa

Full Text:

PDF (384KB)

Share this article

Bookmark and Share

Abstract

Literacy on birds and the natural environment among young citizens is critical in addressing current and emerging environmental challenges. To improve the future awareness, involvement, knowledge, values and pro-environmental behaviour of young South Africans towards birds, the natural habitat of birds and avi-tourism, this article benchmarks avi-tourism literacy rates among secondary school learners. The study arrived at an avi-tourism literacy rate of 43.66% which presupposes passive behaviour of learners towards birds, bird habitat and avi-tourism activities. Besides lacking basic bird and environmental knowledge, learners have also not yet reached the desired levels of emotional affection towards birds and the natural environment. However, increased awareness and affinity, involvement, values and behavioural intention will most likely entice pro-avi and environmental behaviour. The research poses clear challenges to professionals and educators within the tourism industry of South Africa to increase learners’ willingness and motivation to act pro-environmentally through dedicated education. This supports the need to introduce an intervention programme in order to promote awareness, knowledge, values and pro-avi and environmental behaviour among learners.

Keywords

No related keywords in the metadata.

Metrics

Total abstract views: 786
Total article views: 380

 

Crossref Citations

1. Bird(er)s of a feather? A typology of birders to South African national parks based on their behavioural involvement
Martinette Kruger, Armand Viljoen
Annals of Leisure Research  first page: 1  year: 2020  
doi: 10.1080/11745398.2020.1813041