A benefit segmentation framework for a nature-based tourism destination: the case of Kruger, Panorama and Lowveld areas in Mpumalanga Province

Purpose The purpose of this study is to investigate benefits tourist seek when visiting a nature-based tourism destination to develop a benefit segmentation framework. Design/methodology/approach The study used quantitative research methods, with 400 self-administered survey administered to a sample of 400 tourists visiting the Kruger, Panorama, and Lowveld areas in Mpumalanga. Findings Cluster analysis produced two benefit segments. Binary logistic regression benefits that emerged from the cluster analysis were statistically significant predictors of the attractions tourists visited and the activities in which they participated during their stays in Mpumalanga. Factor-cluster analysis and binary logistic regression results were used to develop a benefit segmentation framework as a marketing planning tool. Research limitations/implications The study was only based on Mpumalanga Province and therefore, the results cannot be generalised. The study was conducted over one season, the Easter period Practical implications The proposed benefit segmentation framework provides a tool that destination management organisations can use to plan effectively for marketing. Social implications Effective marketing may lead to increased tourism growth which can have a multiplier effect on the destination. Originality/value This article is based on a master’s study conducted in Mpumalanga and results are presented on this paper.