Clustering Kruger National Park visitors based on interpretation

Abstract

Interpretation is considered to be an important educational tool that not only addresses visitors' expectations but also contributes to national parks' conservation purposes. This study segmented the Kruger National Park's visitors based on expected interpretation services and revealed four clusters that differed based on their expected and experienced interpretation services as well as their motivational aspects. This study's distinct contribution is the alternative segmentation approach which revealed the viability of the expected interpretation variable to use for ecotourism segmentation purposes. This study not only assists the Kruger National Park to appropriately address interpretation services but also aids other ecotourism destinations.