PROFILING ADVENTURE TOURISTS IN PRETORIA: A COMPARATIVE ANALYSIS

1. PROFILING ADVENTURE TOURISTS IN PRETORIA: A COMPARATIVE ANALYSIS Melissa J Lötter

2. Introduction • Tourism is not a new phenomenon • Tourism has grown significantly, affecting environments and/or attracting new markets • People voluntary experience unfamiliar environments • Associated risks and hazards in people’s lack of knowledge • Tourists adapt their behavior to reduce or increase potential risks

3. Research Problem • Different activities and experiences evolve – individuals motives, behaviors and experiences differ • Companies promote and sell a vast array of activities to a diverse range of markets as novel and exclusive experiences

4. Research Objectives • Primary Research Objective • To compare significant demographic descriptors of adventure tourists in Pretoria, South Africa, with essential psychographic preferences in order to assist adventure tourism companies

5. Research Objectives • Secondary Research Objectives • To explore market segmentation, targeting and positioning • To identify demographic and psychographic descriptors applicable to adventure tourists

6. Research Methodology • Applied research • Descriptive research • Quantitative methodology

7. Research Methodology • Sampling • Sample – using products/services of companies within Pretoria • Perceived sample: 250 (50% male & 50% female) • Actual sample: 234 (93.6% response rate) • Perceived company participation: 35 • Actual company participation: 20 (57.1% participation rate) Sample  companies = equal responses

8. Research Methodology • Measurement • Self-completing questionnaire: • Demographic variables (age, place of residence, ethnic group, family life cycle stage, household type, income and expenditure rates) • Psychographic variables (personality, social class & lifestyle)

9. Research Methodology • Data collection • Pilot study • Thirty first and second year adventure tourism students • Research study • 26 September 2009 to 2 December 2009

10. Research Methodology • Data analysis • Statistical consultation • Microsoft Access  SAS format  SAS Access module • Descriptive bivariate analysis

11. Findings • Secondary research objective 1: • Companies cannot appeal and approach all consumers in the same way • Companies should identify lucrative markets

13. Findings • Secondary research objective 2: • To identify demographic and psychographic descriptors

14. Findings

15. Findings

16. Recommendations • General recommendations • Identify consumer behavior patterns for the silent generation and generation X age group • Broaden the target population

17. Recommendations • Recommendations for future research • Tourism definitions should be accepted and interpreted • Increase adventure tourists classification research to gain insight • Include behavioural components in adventure tourism research – provide information about consumer travel behaviour • Encourage adventure tourism marketing – beneficial to industry

18. THANK YOU!