A market analysis of visitors to the Pretoria National Zoo : research article

Abstract

The Pretoria National Zoo is one of the top tourist attractions in South Africa and attracts thousands of visitors each year. Management strives towards improved education, recreation, conservation and preservation in the services delivered. In order to be able to develop the right product for the right markets as well as to promote this facility as a top tourist attraction, it is important to know who is making use of the product. The literature study showed that in order to use marketing budgets efficiently, it is important to be focused on attracting the right market. Competition in the tourism and leisure industry is constantly increasing and tourists can choose from a variety of attractions. In order to ensure that the zoo stays ahead of other attractions extensive research is necessary to determine the exact profile of the visitor to the zoo. The latter was also the aim of this research and in order to achieve this, a survey was conducted in which 280 people participated. The results of the survey was used to compile a profile of the visitor to the Pretoria National Zoo that will assist in future development- and marketing strategies and enable sustainable development. The article will be organised in the following manner: firstly the introduction and problem statement, which focus on, the literature study, followed by the methodology and the results of the empirical research. From the results a profile will be compiled of the typical visitor to the Pretoria National Zoo after which conclusions and recommendations are made.


Keywords: Market segmentation, Marketing, Tourism marketing, Market profile, Pretoria National Zoo



South African Journal for Research in Sport, Physical Education and Recreation Vol.26(1) 2004: 89-96