On Safari in Botswana: Describing the Product

Abstract

The purpose of this article is to elicit the motivations or push factors of self-drive visitors to game parks in northern Botswana, in order to describe the product. A survey was conducted and visitors' experiences were observed. The most important motivations were nature, adventure, escape, and mega-fauna. It is suggested that promotion material should not only emphasize specific species (the Big 5) but also include camp-life, creating an image of relaxation away from daily routine, as well as overland safaris. The unique attributes of the destination should be used to differentiate it and provide the benefits visitors are seeking, thereby increasing visitation.