Segmenting visitors to the Addo Elephant National Park in South Africa based on education level
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The aim of this research is to profile visitors to one of South Africa’s most well-known and popular national parks, the Addo Elephant National Park (AENP) using an alternative segmentation approach, that of the visitors’ level of education. When dealing with ecotourism and nature-based products, such as national parks, the level of education is a particularly useful basis for segmentation, as nature tourists are well-educated. A visitor survey was conducted at the AENP in 2010 and a total of 131 questionnaires were administered among all overnight visitors. Visitors were divided into four groups based on the level of their education: Matric, Diploma, Degree, Post-graduate and Professional. Two-way frequency tables and Chi-square tests as well as ANOVAs and Tukey’s multiple comparisons were used to identify the differences between the segments based on socio-demographics, behavioural characteristics and travel motivations. The results revealed that visitors to the AENP are a homogeneous market.