Affiliation:
1. MERSIN UNIVERSITY, FACULTY OF TOURISM
2. MERSİN ÜNİVERSİTESİ, TURİZM FAKÜLTESİ
Abstract
The study aims to categorize tourists visiting national parks in Zimbabwe into clusters that are similar to each other according to their expected benefits and to determine different tourist profiles in terms of the expected benefits. For this purpose, data was collected through convenience sampling between 1 February and 30 April 2019 in Hwange National Park, Mana Pools National Park, and Gonarezhou National Park. It was 307 usable questionnaires were obtained. In the research, descriptive statistics and t-tests, ANOVA, factor analysis, cluster analysis, and chi-square analysis were utilized. Three benefit factors were named “Socialization and self-improvement,” “Recognizing nature and wildlife,” and “Relaxing.” In addition, two market segments (clusters) were identified and termed “socialization seekers” and “nature and wildlife seekers.”
Publisher
Journal of Tourism Theory and Research
Reference48 articles.
1. Akama, J. S., & Kieti, D. M. (2003). Measuring tourist satisfaction with Kenya's wildlife safari: a case study of Tsavo West National Park. Tourism management, 24(1), 73-81.
2. Akama, J. S., Maingi, S., & Camargo, B. A. (2011). Wildlife conservation, safari tourism and the role of tourism certification in Kenya: A postcolonial critique. Tourism recreation research, 36(3), 281-291.
3. Armstrong, G., Kotler, P., Trifts V., & Buchwitz, L. (2017). Marketing: An Introduction, Updated Sixth Canadian Edition with Integrated B2B Case, Pearson Canada.
4. Baker, J. (2003). The marketing Book, 5th Edition. Butterworth Heinemann.
5. Baloglu, S., Pekcan, A., Chen, S. L., & Santos, J. (2004). The relationship between destination performance, overall satisfaction, and behavioral intention for distinct segments. Journal of Quality Assurance in Hospitality & Tourism, 4(3-4), 149-165.