an analysis of restaurants and shops in south african national parks

26 Pages·2011·0.23 MB·English

AN ANALYSIS OF RESTAURANTS
AND SHOPS IN SOUTH AFRICAN
NATIONAL PARKS:
VISITORS’ PERSPECTIVE

North-West University
Potchefstroom Campus
Private Bag X6001
POTCHEFSTROOM
2520
Tel [phone] Fax [phone]
E-mail: [email protected]
E-mail: [email protected]

Dr Martinette Kruger & Prof Melville Saayman
Copyright © 2011 TREES

i
ACKNOWLEDGEMENTS

The authors would like to thank the following people and institutions:

1. Mr James Daniels from SANPARKS for the initiative and awarding TREES the
research project.
2. All the visitors for completing the questionnaires.
3. Mrs Cecile van Zyl for the language editing.

ii
INDEX

1. INTRODUCTION 1
2. AIMS OF THE RESEARCH 1
3. RESEARCH METHODOLOGY 1

4. RESULTS 2
SECTION A: Personal information and preferences when visiting National Parks 2
4.1 Gender 2
4.2 Year born 2
4.3 Home language 3
4.4 Marital status 4
4.5 Province of origin 4
4.6 Highest level of education 5
4.7 Wild Card holder 5
4.8 Gross annual income 6
4.9 Catering preferences 6
4.10 Purchasing of provisions 7
4.11 Use of park restaurants 7
4.12 Cultural products in National Parks 8
4.13 Accommodation at a B&B rate 8

SECTION B: The introduction of brands in National Parks 9
4.14 The introduction of a restaurant brand 9
4.15 The introduction of a take-away brand 9
4.16 Preferred brands 10
4.17 The importance of dining areas in National Parks 12

SECTION C: The following sections refer to the shops in National Parks and what 13
products need to be offered
4.18 Products to be offered in National Park shops 13
4.19 Expensiveness of shops at specific National Parks 14
4.20 Internet services in National Parks 15

iii
5. CONCLUSIONS AND RECOMMENDATIONS 16
5.1 Conclusions 16
5.2 Recommendations 19

iv
LIST OF FIGURES

4. RESULTS 2
SECTION A: Personal information and preferences when visiting National Parks 2
Figure 4.1 Gender 2
Figure 4.2 Year born 3
Figure 4.3 Home language 3
Figure 4.4 Marital status 4
Figure 4.5 Highest level of education 5
Figure 4.6 Wild Card holder 5
Figure 4.7 Catering preferences 6
Figure 4.8 Purchasing of provisions 8
Figure 4.9 Use of park restaurants 8
Figure 4.10 Internet services at National Parks 15

v
LIST OF TABLES

4. RESULTS 2
SECTION A: Personal information and preferences when visiting National Parks 2
Table 4.1 Province of origin 4
Table 4.2 Gross annual income 6
Table 4.3 Purchasing of provisions 7
Table 4.4 Use of park restaurants 7
Table 4.5 The introduction of a restaurant brand 9
Table 4.6 The introduction of a take-away brand 9
Table 4.7 Preferred brands 11
Table 4.8 Brands disliked by respondents 11
Table 4.9 The importance of dining areas in National Parks 12
Table 4.10 Products to be offered in National Park shops 13
Table 4.11 Expensiveness of shops at specific National Parks 15

5. CONCLUSIONS AND RECOMMENDATIONS 16
Table 5.1 Summary of results 16

vi
1. INTRODUCTION

SANParks has restaurants operational in the majority of camps in National Parks.
However, feedback from SANParks’ customers has indicated that the dining product
offered in the restaurants and at the take-away facilities is at best “average” and in many
instances “poor”. SANParks is of the view that the introduction of South African
Restaurant Brands through a franchise model will resolve the problems that are currently
experienced at the restaurants ensuring consistency, value for money, product and pricing
options, quality of offering and high service standards. Therefore, the aim of this research
was to determine visitors to South African National Parks’ opinions, needs and
preferences regarding the introduction of brands and franchises in National Parks.

2. AIMS OF THE RESEARCH

This research had the following primary aims:
(cid:57) Firstly, to determine visitors’ perspectives regarding SANParks’ restaurants and shops;
and
(cid:57) Secondly, to determine visitors’ preferences and opinions regarding the introduction of
restaurant and shop brands and franchises.

3. RESEARCH METHODOLOGY

The questionnaire used in the survey was developed by TREES in collaboration with
SANParks and specifically Mr James Daniels and his colleagues. The questionnaire was
mailed via and posted on the website of South African National Parks from 7 to 9
November 2011. Visitors to National Parks had the opportunity to participate in the survey
by completing an online questionnaire. Respondents had the opportunity to win a two-
night mid-week stay for two people at any national park of their choice if they completed a
questionnaire. A total of 5 464 usable questionnaires were received after the allowed
period, and were used for the statistical analysis. The results of the survey will be
discussed next.

1
4. RESULTS

SECTION A

Personal information and preferences when visiting National Parks

4.1 GENDER

60% 60%
50% 40%
40%
30%
20%
10%
0%
Male Female

Figure 4.1: Gender

As shown in Figure 4.1, 60% of the respondents who participated in the survey were male,
while 40% were female.

4.2 YEAR BORN
According to Figure 4.2, the majority of respondents were born between 1952 and 1961
(29%), followed by respondents born between 1962 and 1971 (25%) and between 1942
and 1951 (22%). Younger respondents born between 1972 and 1981 accounted for 14%
of the respondents, while 6% of the respondents were born before or in 1941 and only 4%
were born between 1982 and 1991. The average age of respondents was between 50 and
59 years. It is clear from the results that significantly more older visitors participated in the
survey, although this is confirmed by research conducted by the Institute for Tourism and
Leisure Studies, or TREES as it is currently known.

2
After 2001 0%
1992‐2001 0%
1982‐1991 4%
1972‐1981
14%
1962‐1971
1952‐1961 25%
1942‐1951 29%
22%
Before or in 1941 6%
0%
5%
10%
15%
20%
25%
30%
Figure 4.2: Year born

4.3 HOME LANGUAGE
48%
50% 43%
40%
30%
20%
10% 4% 4%
1%
0%
Afrikaans English German French Other

Figure 4.3: Home language

The majority of respondents who participated in the survey were either English- (48%) or
Afrikaans speaking (43%) (Figure 4.3). Only 4% respectively spoke German or other
languages, while 1% indicated that French was their home language.

3
4.4 MARITAL STATUS
4% 2% 7%
7%
Single
Married
Living together
Divorced
80% Widow/er

Figure 4.4: Marital status

Figure 4.4 indicates that the majority of respondents were married (80%), while 7% were
respectively single or living together. Four percent (4%) was divorced and 2% widowed.

4.5 PROVINCE OF ORIGIN
Table 4.1: Province of residence

PROVINCE PERCENTAGE

Gauteng 42%

Western Cape 18%

Eastern Cape 5%

North West 2%

Mpumalanga 7%

Northern Cape 1%
KwaZulu-Natal 5%

Limpopo 5%

Free State 3%

Outside RSA borders 12%

Forty-two percent (42%) of the respondents originated from Gauteng, with the Western
Cape providing the second highest number of respondents (18%) (see Table 4.4). Twelve
percent (12%) of the respondents were foreign respondents from Australia, the
Netherlands, Germany, the UK, USA, Canada, Spain, Sweden, Switzerland, France,
Belgium, Mexico, Israel and Brazil. With regard to participation by the other seven South
African provinces, 7% of the respondents were from Mpumalanga, 5% respectively from
the Eastern Cape, KwaZulu-Natal and Limpopo, 3% from the Free State, 2% from the
North West and only 1% from the Northern Cape. Again, these results confirm former
4