Benefit segmentation framework for positioning Mpumalanga as a tourist destination

Abstract

Tourism is one of the key industries that drive the global economy, playing a key role in regional development. However, constant change, trends and tourist behaviour compel drive destinations to keep track of these changes in order to grow tourism and stimulate economic growth. Mpumalanga is one of the provinces in South Africa known for its flora and fauna, beautiful landscape, and game reserves together with wildlife; therefore, having the potential to draw tourists to the province. Mpumalanga province aim to position itself as a destination of choice. A process of segmenting should however first take place as positioning is the end result. The purpose of the present study was to segment and profile tourists based on benefits sought in order to develop a benefit segmentation framework for Mpumalanga. The data collection procedure was based on a self-administered survey applied to a sample of 400 tourists visiting Mpumalanga, and two segments were identified. Binary logistic regression indicated that benefits sought (all nine) were statistically significant predictors of the attractions tourists visited and the activities within which they participated during their stay in Mpumalanga. A benefit segmentation framework was developed as a recommendation, which may be useful in developing promotional and packaging activities for identified segments by incorporating activities and attractions obtained from the binary logistic regression results and by matching them within the identified segment while using benefits as guidelines.