VISITORS’ PERCEPTION OF DESTINATION ATTRACTIVENESS: THE CASE OF SELECTED KIMBERLEY RESORTS

Abstract

Tourism is more frequently referred to as the world's biggest and fastest growing industry. Together with this trend, the importance of visitor perception has been increasingly analysed and is considered a significant factor in destination attractiveness. An investigation of the impact of destination attributes on frequency of visitors and their intention to return could demonstrate the strengths and weaknesses of a destination by assessing its attractiveness level. This study analyses destination attractiveness and the influence of these attributes on visitors’ perception. Information and knowledge about destination attractiveness can assist with development and planning, marketing, and can also improve management of a destination. In other words, the more impressed visitors are with the destination, the greater visitation frequency is expected. However, very few studies have been conducted on visitors’ perception of destination attractiveness for a South African resort. The purpose of this study was therefore to determine the current overall perception of visitors to selected resorts near Kimberley, Northern Cape, South Africa. The study also focused on developing a list of attributes which influence the destination attractiveness. Another focus was to determine whether the attractiveness of the resorts affected the visitation level and frequency of visitors to the resorts. The research design falls under the qualitative and quantitative paradigm and was divided into two parts: literature and empirical research. The population of the study included domestic visitors who visited Langleg and Riverton resorts and stayed for at least one night. A structured questionnaire was used to collect data from 400 visitors to the selected resorts during the December holiday period of 2015. The main findings of the study indicate that visitors to selected Kimberley resorts perceive the attributes as being average to poor quality. Despite this, it is evident from results that majority visitors to Langleg and Riverton resorts wish to revisit the resort and would recommend the resort to others. Chapter 5 portrays the results in detail. These outcomes contribute to Sol Plaatje tourism by assisting Kimberley resort managers to identify and satisfy tourists’ needs and to make recommendations on how to improve destination attractiveness at selected Kimberley resorts.