Tourists view of what gives Kruger National Park the edge.

Abstract

The tourism industry is becoming competitive by the day and to remain competitive, it is of paramount importance that competitive advantage factors be identified by tourism destinations such as national parks. The purpose of this research was to determine the competitive advantage factors of the Kruger National Park, South Africa’s flagship national park. To achieve this goal, a questionnaire survey was conducted at Kruger National Park in 2013 where 436 questionnaires were administered among overnight visitors at selected rest camps in the Southern Region of the park. A factor analysis revealed five competitive advantage factors Wildlife Experiences, Marketing and Branding, Accommodation and Retail, Visitor Management and Suprastructure and Amenities which Kruger National Parks management can use to improve their current position as a competitive tourism destination. The competitive advantage factors that have been identified is distinct for national parks thereby contribute towards the body of knowledge on this topic. The competitive advantage factors could lead to an increase in product and service quality offered by the park and enhance the visitor’s experience, therefore leading to increased visitor numbers to the park and higher income to have the park become more self-sufficient.