Understanding accommodation preferences of visitors to the Kruger National Park

Accommodation plays such an important role in the tourist's experience that one would imagine that many studies concerning this topic have been conducted. However, surprisingly, very few studies have focused on this subject despite the growth in both demand and supply. This gap or lack of research led to the present exploratory study that addressed the question: 'What are visitors' accommodation preferences when they select accommodation in the Kruger National Park?' Based on a visitor survey in the Northern region of the Park during December 2015 where 294 fully completed questionnaires were administered, respondents were segmented based on their accommodation preferences (self-service, serviced and safari). Three distinct segments were identified, Self-service seekers, Servicescape seekers and Self-safari seekers. These segments differ regarding their socio-demographic characteristics and especially regarding the factors they regard as important when selecting accommodation and campsites. This was the first time that the accommodation preferences of visitors to the flagship national park in South Africa have been analysed. The results demonstrated that while visitors to the Kruger National Park appear homogeneous regarding their demographic profile, they differ significantly when it comes to accommodation needs and preferences. The findings from the research are valuable to park management, especially when developing and expanding accommodation options in the park as it shows the preferences of each distinct market. This research furthermore contributes to the current literature regarding ecotourism and ecotourists' accommodation preferences.