Martinette Kruger

Martinette Kruger
North-West University | NWU · Tourism Research in Economic Environs and Society

About

61
Publications
38,489
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1,084
Citations
Citations since 2017
24 Research Items
794 Citations
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2017201820192020202120222023020406080100120140
2017201820192020202120222023020406080100120140
2017201820192020202120222023020406080100120140

Publications

Publications (61)
Article
This research identified which aspects of the visitor experience need to be managed to enhance interpretation in a South African zoo. A visitor survey was conducted at the National Zoological Gardens in Pretoria – the largest zoo in the country; a total of 421 questionnaires were obtained at the zoo over a long weekend. A set of distinct visitor mo...
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Events and festivals, especially those focused on food, showcase the many nuances within aculture and can be seen to be an effective medium to transfer cultural identity or tradition.Cultural phenomena such as food festivals are integral to cultural immersion, especially inmulti-cultural/ multi-ethnic societies such as Nigeria. Emphasizing the impo...
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Orientation: Wildlife rehabilitation centres and sanctuaries are experiencing increased pressure from conservationists and animal rights activists to eradicate captive wildlife interactions. Research purpose: Conservation management is a crucial aspect of these establishments.Research on how to enhance conservation management in these establishment...
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This research segmented the birding market attracted to South African national parks based on their behavioural involvement. The data were collected by means of a self-administrated electronic questionnaire where 310 questionnaires were completed. The factor analysis identified five behavioural involvement pursuits, namely travel and sharing pursui...
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Facebook has become a vital tool for businesses to market themselves and stand out above the competition. This is also true for the high number of dive operators that form an essential part of the marine tourism industry. Dive operators often use Facebook as a means of reaching potential clients as well as forging relationships and a sense of loyal...
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Purpose Art and culture and the subsequent enhancements thereof, are especially significant in multicultural societies. However, little is known regarding the role of culinary experiences within an arts festival setting. Design The authors developed a ‘Quadrifocal experiencescape’ framework to help contextualise these offerings. The quantitative c...
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Rationale: Limited research is available on endurance horse riding participants. Purpose: This research identified different segments of these niche participants. Methods: Self-administered questionnaires were distributed to participants during an international endurance ride held in South Africa. Based on convenience sampling, a total of 116 compl...
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Endurance athletes need social and emotional support from family and friends, who act as spectators at the event in which they participate. Although spectators fulfill a supportive role, does their loyalty lie with the event, the event destination or a combination of both? The case study was the Ironman Triathlon hosted in South African cities. Que...
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Orientation: Wine festivals and events not only attract visitors, but also play a vital role in creating exposure to regional wines and wineries, increasing regional wine sales and stimulating wine tourism. Research design, approach and method: For this quantitative research, a visitor survey was conducted at a regional wine festival in South Afric...
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Background: Over centuries resorts across the world have played a pivotal role in tourism and can even be seen as the backbone of tourism as we know and comprehend it today. South Africa is no different, and the country has numerous resorts attracting thousands of visitors annually. Hence, there is strong competition among the different resorts. O...
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This research identified and segmented visitors to a premier South African cheese festival based on their satisfaction with the "festivalscape" elements at the festival. A structured questionnaire was used to collect the data from visitors over the 3 days of the festival, and 515 usable questionnaires were included in the analysis. Eight "festivals...
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The goal of this study was to segment endurance athletes according to their lifestyle adaption. To achieve this goal, an online survey targeting endurance athletes participating in South African events was conducted, with 498 questionnaires being collected. Lifestyle proved to be a favourable segmentation variable as it led to three distinctive mar...
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This exploratory research set out to identify the management factors involved in creating a memorable experience at a live action sport event and, based on these factors, identify different spectator segments. The research also set out to determine whether these segments differ in terms of socio-demographic and behavioural characteristics and in mo...
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This study determined the characteristics and post-festival behavioral intentions of visitors attending one of the largest electronic dance music (EDM) festivals in South Africa to identify and profile the market segments who attend these types of festivals. Based on a visitor survey, music festival attendance, music appreciation, music tourism and...
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Distinguishing tourists based on their age and generational cohort has been applied widely as a useful market segmentation tool. However, to date, limited research has analysed the needs of the different generations, especially in a South African tourism context. Even fewer studies have attempted to analyse or segment the resort spa visitor. This q...
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Purpose The role and importance of arts festivals are well documented within the festival and events literature. Art and culture, as well as the subsequent enhancement thereof, are especially significant in multicultural societies. However, little is known regarding the role of culinary experiences within an arts festival setting. The paper aims t...
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Various studies have been done on the sport commitment of endurance athletes who take part in events, but few have been done from the perspectives of both commitment and tourism. Such a combined approach, drawing on psychology and the social sciences, would benefit not only the endurance event but also the host destination. The Sport Commitment Mod...
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This research segmented visitors to Spring Fiesta, a music festival aimed at the House, Hip Hop and Kwaito music festival market in South Africa, based on the frequency of visits to distinguish between first-time and repeat festival attendees. A research survey was done over four years (2013–2016) and 788 visitor questionnaires were included in the...
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This exploratory study investigated the relationship between visitors’ behavioural intentions (ex-post) and their motives (ex-ante) for attending a jazz festival. The aim was to discover whether a music festival brings additional intangible benefits. The research followed a quantitative approach by conducting a visitor survey at the Cape Town Inter...
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Little research has been undertaken on the push and pull motives of attendees who travel to witness the natural phenomenon of the Salute to the Sockeye Festival held in British Columbia, Canada, celebrating one of the largest salmon runs, a water-based natural event, in the world. While numerous studies have focused on the motives of visitors to ot...
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This study determines festival attendees’ Willingness To Pay to support an increase, or prevent a decline, in arts performances and exhibitions. It uses the contingent valuation method to produce a profile of attendees, showing how much, if anything, they are willing to pay per month over and above their current taxes, and their reasons for being w...
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Purpose This paper aims to identify and cluster visitors to a premier South African cheese festival based on their motivation for attending the festival. Design/methodology/approach A structured questionnaire was used to collect the data from visitors over the three days of the festival, in which 519 usable questionnaires were included in the anal...
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This research identified viable target markets at one of the largest salmon runs in Canada. We segmented the markets according to the factors these natural event viewers regard as important for a memorable experience. This gave us a typology of viewers that we labelled “selective experience seekers, tranquil experience seekers, comprehensive experi...
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South Africa provides an abundance of entertainment options. Over 100 active spaces across the country offer everything from indigenous drama, music, dance, cabaret and satire to West End and Broadway hits, classical concerts, opera and ballet. The result is stiff competition to attract attendees. Adding to this worry, with an ageing population, an...
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This research provides empirical evidence for the usage of social media in the marketing of accommodation establishments in two Southern African countries. The usage of social networks in the accommodation sector of these two countries has received little attention in hospitality research. The study finds that social media is used very differently...
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The purpose of this study was to provide a comparison between the demand and supply aspects of live music performances in order to establish whether any differences exist between those aspects regarded as important by management and those critical success factors that visitors regard as important in achieving a memorable visitor experience. This re...
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The Kruger National Park’s management currently neglects the importance of interpretation and, thus, the expectations of interpretation services mostly exceed the actual experience thereof. The aim of this article was thus to determine the interpretation expectations of visitors to the park; to evaluate the experience with interpretation services o...
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This study identified viable target markets at South Africa’s most renowned nature reserve, the Kruger National Park, using market segmentation based on demographic characteristics. International, domestic, and local nature tourists were surveyed and categorized into three distinct clusters. The results show that block clustering based on visitors’...
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This research identified cyclists’ main motives for participating in the Cape Town Cycle Tour, and segmented them accordingly. Six distinct motives were identified (in order of importance): commitment and event affiliation, lifestyle, achievement and challenge, escape and socialization, international standing of event, and skill mastery and group a...
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Africa Bike Week, considered South Africa's premier biking event, attracts large numbers of bikers, especially Harley-Davidson bikers, and bike enthusiasts from across the country. This study investigated these visitors and their spending behaviour. As background to the study, we provide a broad survey of the literature on socio-demographic and beh...
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The purpose of this study is to extend existing gender research by segmenting visitors to a major music event, namely U2's 360° Tour in Johannesburg, using gender as a segmentation base. A survey was conducted at the concert where a total of 600 questionnaires were administered, and 585 completed questionnaires were included in the analysis. Indepe...
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This study identified the determinants of length of stay at three of South Africa's coastal national parks: the Addo Elephant, Tsitsikamma, and Wilderness National Parks. The overall impact of tourists in a given economy hinges on a variety of factors, including length of stay. South African National Parks should aim to attract visitors who stay lo...
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Purpose and objective: The purpose of this research is to determine what managers regard as important critical success factors in ensuring a memorable visitor experience at a live music performance.Problem investigated: When organising a live music performance, it is evident that the various characteristics that form part of the visitor experience...
Article
The purpose of this research is to analyse the motives and segment the Zion Christian Church (ZCC) pilgrims to the Zion City of Moria in South Africa during Easter according to these motives. Seven motives were identified: spiritual fulfilment, inner peace, inner healing, faith exploration, congregational togetherness, personal fulfilment and relig...
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The aim of this research is to segment visitors at the Kruger National Park based on the frequency of visitation in order to distinguish between first-time and repeat park visitors. Problem investigated: The Kruger National Park (KNP) in South Africa is one of the world's most renowned wildlife reserves. The KNP is in great demand because it is reg...
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This study analysed the determinants of tourists' length of stay at one of South Africa's oldest and largest national parks, the Kruger National Park. It took the different regions of this Park into account and analysed visitors to the northern and southern regions separately to distinguish the different determinants of length of stay. The results...
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Problem under investigation: This exploratory study fills a gap in the literature by profiling ‘black diamonds’, the South African up-and-coming middle-class market, at live music concerts. Design, methodology and approach: A destination-based survey at five concerts in South Africa in 2012 extracted a sample of 164 black diamond attendees from the...
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Ironman South Africa is the only Ironman on the African continent which takes place every April in Nelson Mandela Bay (Eastern Cape Province), with nearly 2 000 athletes participating. The purpose of this research was to use reasons for participation (motivation) to identify different market segments of triathletes participating in Ironman South Af...
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Limited research has focused on different types of cycling events and how these participants differ in terms of their socio-economic and behavioural profiles. This research attempts to fill the gap in the literature regarding the travel motives of participants in cycling events. A sample from the participants at two different cycling events in Sout...
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Full-text available
Africa Bike Week, considered South Africa’s premier biking event, attracts large numbers of bikers, especially Harley-Davidson bikers, and bike enthusiasts from across the country. This study investigated these visitors and clustered them based on their motives for attending the event. As background to the study, we provide a broad survey of the li...
Article
Full-text available
Africa Bike Week, considered South Africa's premier biking event, attracts large numbers of bikers, especially Harley-Davidson bikers, and bike enthusiasts from across the country. This study investigated these visitors and clustered them based on their motives for attending the event. As background to the study, we provide a broad survey of the li...
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Full-text available
This research identified viable target markets at two national parks in South Africa, using market segmentation based on motives to travel to the parks during the flower season. We surveyed international, domestic, and local wildflower-viewing visitors and labeled three distinct clusters based on their level of interest in the event: appreciators,...
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The Cape Town International Jazz Festival is South Africa's most renowned jazz festival and, from quite modest beginnings, has grown into a successful international event. Since its inception in 2000, attendance figures have increased from the initial 14,000 to 32,000 in the past 9 years. The festival's winning formula of bringing more than 40 inte...
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The 2008 and 2009 recession increased pressure on travellers to cut costs on luxury items, such as going on holiday, and this has led to a global tourism decline of 8%. This, however, was not the case in the Kruger National Park (KNP) in South Africa where a sustained 1.6% accommodation unit occupancy growth was experienced. In order to sustain thi...
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The Klein Karoo National Arts Festival (KKNK) is one of South Africa's largest and most popular arts festivals. The success of the festival is dependent on the number of tickets sold. Therefore, in order to ensure an increase in ticket sales, the festival organisers/marketers need to know how long before the event visitors decide to attend the fest...
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This paper investigates the socio-demographic and behavioural determinants that influence visitor expenditure at the Two Oceans Marathon in South Africa, based on a participant and spectator survey conducted at the race in 2011. Regression analyses were applied and the results indicate that greater length of stay, paid accommodation, number of mara...
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This research specifically focuses on visitors to three different live music performance bands who performed in South Africa, namely The Script, Coldplay, and Kings of Leon. A destination-based survey was undertaken at all three events' concerts. A factor analysis was performed to identify the motives of the visitors, where after ANOVAs were done t...
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Growth in the number of festivals urges festival organizers and researchers alike to find ways to effectively identify and attract visitors. The reason for this is an increase in competition due to an increase in the number of events as well as a greater need for festivals to contribute to the economic well-being of communities where these events/f...
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The purpose of this research was to identify motives of people attending concerts during the Roxette tour to South Africa and, based on these motives, to identify and profile different market segments. A destination-based survey was undertaken, and questionnaires were distributed at four of the seven Roxette concerts held at the Grand West Casino i...
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The aim of this study was to identify the determinants of demand of visitors for the Kruger National Park (KNP) during a recession. From 355 questionnaires, the results revealed the following determinants that influenced visitors’ demand for the Park: behavioural determinants as well as socio-demographic determinants. The results indicated that vis...
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This research identified and ranked the importance of visitors’ critical management aspects or critical success factors for a memorable and satisfactory visitor experience at a major music event in South Africa. The research specifically focussed on the Neil Diamond concerts held in South Africa during 2011. Six CSFs were identified namely (in orde...
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Spectators spend a considerable amount of money to actively follow a sport, team and/or athlete, and this makes them a valuable and profitable niche market segment, which should be understood. Creating a memorable visitor experience for spectators at sport events is crucial in order to retain and grow this market. The purpose of this research was t...
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Festival-goers (“festinos”) put time and effort into deciding to attend a festival, and the way they decide what to see and the length of time they take to decide vary greatly. To attract those who buy tickets for shows—sales of which are crucial for the survival of festivals—and to know when to start promoting the event, festival organizers and ma...
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The purpose of this study was to distinguish between genre supporters and non-genre supporters at the Aardklop National Arts Festival. This was done to determine genre supporters' individual needs and wants so that effective marketing strategies can be developed and the festival programme can be designed to attract more genre supporters. Previous r...
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As countries and destinations try to increase their share of the international and national tourism market, it is important to understand why people travel and why they choose a specific destination. We here determine and compare travel motives of visitors to Kruger and Tsitsikamma National Parks. We administered 2899 questionnaires in the Kruger N...
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The Aardklop National Arts Festival is one of the most popular arts festivals in South Africa and, given the economic value of the festival, an understanding of expenditure patterns and the determinants influencing spending behavior is vital to the festival marketers/organizers—especially from a sustainability point of view. Therefore, the aim of t...
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The Klein Karoo National Arts Festival (KKNK) is one of the most popular arts festivals in South Africa. However, the festival is already in the decline phase of its product life cycle. This leads to serious concerns for its future profitability and sustainability. Given the economic value of the festival, an understanding of expenditure patterns a...
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Thesis (M.A. (Tourism))--North-West University, Potchefstroom Campus, 2009.
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Oppikoppi Music Festival is a festival with a difference: its theme is primarily rock music marketed predominantly to students. The researchers sought to determine the travel motives of visitors to this Festival by means of a questionnaire survey (N=261). After data capturing was completed, a factor analysis was conducted. The latter revealed six f...

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