The push and pull factors influencing tourists to visit protected areas: a case of Hluhluwe-Imfolozi Park
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Date
2023
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University of Zululand
Abstract
Protected areas, such as national parks, are important for the conservation of wildlife and habitats, but they also offer recreational opportunities for tourists. Therefore, a better understanding of what motivates tourists to visit these areas can help park managers and tourism operators cater for their (tourists) needs and preferences, thus improving visitor satisfaction. The aim of this research conducted within the South African context was to model the key push and pull factors influencing tourists to visit protected areas, using Hluhluwe-iMfolozi Park (HiP) in KwaZulu-Natal Province of South Africa as a case. This research, therefore, based on its scope and objectives, filled a knowledge gap by formulating a statistically validated conceptual model of factors (the key push and pull factors) influencing tourists to visit protected areas.
This study used data collected from a sample of 435 tourists surveyed in key tourist sites within HiP to address the research objectives. Data analysis was conducted in two stages. The first stage of the analysis dealt with data integrity and descriptive statistics, using IBM SPSS software version 28, while the second stage tested the measurement (that is, construct validity and reliability of the instrument) and structural model using composite-based structural equation modelling involving a multivariate analytical technique implemented on WarpPLS software version 7.0.
The study discovered causal relationships between visitation satisfaction, push sub-factors (relaxation, social interaction, family togetherness, and prestige motivations), and pull sub-factors (resources, learning experience, recreational facilities, natural resources, history, and culture). Furthermore, the study assessed the key push and pull factors influencing tourists to visit HiP. The key tourists’ push factors identified in this study are relaxation and family togetherness while the key tourists’ pull factors identified are natural resources, destination resources, learning experience, history and culture. The results further suggest that demographic variables (such as gender, age, nationality, residency, employment status, and visitation satisfaction), have differentiated effects on push and pull sub-dimensions and overall push and pull travel motivation factors.
Based on the findings of this study recommendations were made to the HiP management/parks’ decision makers based on the marketing concept of identifying customer needs and satisfying them to improve services at protected areas. The recommendations were organised into themes or categories (such as the necessity for local community involvement in park management, marketing and promotion of park visits, enhancing visitor expectations, education programmes and regional context). The findings of this research contribute to the literature on tourism in protected areas and provide insights that can inform policy and management decisions in the context of sustainable nature-based tourism development.
Description
A dissertation submitted to the Faculty of Humanities and Social Sciences in fulfilment of the requirements for the Degree of Master of Arts in the Department of Recreation and Tourism at the University of Zululand, South Africa [2023].