The aim of the study is to identify the factors which influence visitor satisfaction in the shark tourism industry in Gansbaai based on TripAdvisor reviews. In this regard, the methodology used in this study is a qualitative content analysis, which is conducted inductively. At the end of the study, the reader will thus be able to understand not only what determines a satisfactory shark experience, but also what limits it.
Gansbaai, a small coastal town in South Africa, is considered "the shark cage diving capital of the world", despite there being over 40 shark tourism destinations worldwide. However, Gansbaai has one outstanding feature which few other destinations have: great white sharks. Because of this, Gansbaai attracts visitors from all over the world who travel to the area with the expectation to witness this particular species, making it an international hotspot for shark tourists. However, in recent years, a decline in the great white shark population has been widely reported in the media. The decline of the shark population is not only a problem for South Africa, but globally. Today, 172 shark species are already on the IUCN Red List of Threatened Species. Yet, South Africa is one of the few places on earth where humans have the opportunity to interact with this species at close range. The outcry is great, as the impact on the South African shark industry has been profound. It seems that this has also had an impact on the satisfaction of the participants, as an ad-hoc analysis of online ratings shows. This is critical for the industry, as potential participants nowadays take their cue from the experiences of previous people. The main reason for this is the confusing plethora of tourism services available today. Therefore, the online review platform TripAdvisor has become a reliable source for travel decisions. Accordingly, analyses of online re-views have become particularly popular in the tourism and hospitality industry as it allows service providers to gain insight into what influences consumer satisfaction. This shows the importance for tour operators in Gansbaai's shark industry to understand what influences visitor satisfaction in order to adjust their concepts sustainably.
Table of Contents
I. Introduction
II. Literature review
1. Definition of key terms
1.1. TripAdvisor
1.2. Tour operator
1.3. Wildlife tourism
1.3.1. Introduction
1.3.2. Shark tourism
1.3.2.1. Classification within wildlife tourism
1.3.2.2. Development of shark tourism
1.3.2.3. Forms of shark diving tourism
1.3.2.4. Value of shark tourism
1.3.3. The controversy in wildlife tourism
1.4. Satisfaction and tourism
1.4.1. Customer satisfaction
1.4.2. Wildlife tourism satisfaction
III. Methodology
2. Site of research: Gansbaai, South Africa
2.1. Introduction
2.2. Gansbaai’s shark tourism industry
2.2.1. Current tour operators
2.2.2. Shark tour itinerary
2.2.3. Target market
3. Method
3.1. Qualitative content analysis
3.2. Inductive approach
3.3. TripAdvisor data collection
IV. Findings
4. Results
5. Discussion
5.1. Introduction
5.2. The most influential factors affecting on-site visitor satisfaction
5.2.1. Tour operator’s interpersonal and intellectual skills
5.2.2. Great white shark sightings
5.2.3. Prior expectations
5.2.4. Viewing quality and participant quantity
5.2.5. Personal well-being and self-fulfilment
5.2.6. Sense of community
6. Conclusion and implications
Research Objectives & Topics
This study aims to identify the key factors influencing visitor satisfaction within the shark tourism industry in Gansbaai, South Africa, by utilizing qualitative content analysis of user reviews on TripAdvisor. The research seeks to understand how specific operational and environmental aspects impact the overall consumer experience and satisfaction levels.
- The impact of tour operator service and professionalism on customer satisfaction.
- The correlation between great white shark sightings and visitor satisfaction.
- The role of pre-travel expectations in shaping the ultimate experience.
- Operational factors such as group size, viewing quality, and catering.
- The significance of social interactions and community-building among participants.
Excerpt from the Book
1.3.2.2. Development of shark tourism
Shark tourism has become a valuable form of tourism revenue for many areas globally, with an estimated annual growth of 30% over the last 20 years (Cisneros-Montemayor, Barnes-Mauthe, Al-Abdulrazzak, Navarro-Holm and Sumaila, 2013, p. 385). Nevertheless, it is a relatively new form of recreation that has emerged as a result of recent changes in attitudes towards sharks. Before 1975, people were generally afraid of sharks and felt the need to protect themselves from them through preventive measures. This fear intensified when the movie "Jaws" was released in that year, as it presented the sharks as human predators in a very exaggerated manner (Romeo, 2020; Dearden, Topelko and Ziegler, 2007, p. 68). It took a few years before people began to distinguish fiction from fact and realised that not all sharks are dangerous to humans. This realisation took place between 1976 and 1984, marking the beginning of shark tourism. However, shark tourism remained a rather privileged and bizarre activity, accessible only to advanced divers. The trend of shark tourism continued to grow over the years as more and more people became interested in feeding, taking photos and swimming with sharks, introducing it to mainstream tourism (Dearden, Topelko and Ziegler, 2007, p. 68).
Attitudes towards sharks changed rapidly again in 1999 when people started realising the value of sharks and the need for protection from humans. This shift eventually led to new approaches in conservation to ensure the sharks protection (Dearden, Topelko and Ziegler, 2007, p. 68). The shift in attitude was well needed as sharks were insufficiently protected due to their bad reputation in the media (Topelko and Dearden, 2005, p. 124). Despite the advocacy for sharks, there is still much room for improvement (Gallagher and Huveneers, 2018, p. 11). For example, many shark-rich areas are still poorly managed due to the lack of education and financial resources (Apps, Dimmock and Huveneers, 2018, p. 112). Today, about 500 000 divers a year seek interaction with these species, which makes conservation measures and regulations crucial to mitigate the risk of jeopardizing the sharks (Gallagher and Huveneers, 2018, p. 11; Zeppel and Muloin, 2007, p. 19).
Summary of Chapters
I. Introduction: Presents the significance of Gansbaai as a shark tourism hotspot and outlines the study's objective to analyze visitor satisfaction factors through online reviews.
II. Literature review: Defines key concepts including TripAdvisor, tour operators, and wildlife tourism, while discussing the controversies and factors influencing visitor satisfaction.
III. Methodology: Describes the research site in Gansbaai, the qualitative content analysis approach, and the data collection process from TripAdvisor reviews.
IV. Findings: Presents the results of the analysis, including the distribution of TripAdvisor ratings and the categorized factors influencing visitor satisfaction.
5. Discussion: Interprets the main findings, focusing on the interplay between operator skills, sightings, expectations, and operational factors like viewing quality.
6. Conclusion and implications: Summarizes the study's findings, acknowledges limitations, and provides strategic recommendations for tour operators to improve sustainability and satisfaction.
Keywords
Shark tourism, Gansbaai, TripAdvisor, Visitor satisfaction, Wildlife tourism, Tour operator, Qualitative content analysis, Great white shark, Customer service, Expectations, Sustainability, Marine tourism, Experience, Conservation, Sentiment analysis.
Frequently Asked Questions
What is the primary focus of this research?
The research focuses on identifying the specific factors that influence visitor satisfaction in the shark cage diving industry in Gansbaai, South Africa, using data derived from online TripAdvisor reviews.
What are the central themes of the work?
Central themes include the role of tour operator professionalism, the importance of wildlife encounters, the impact of pre-travel expectations, and the influence of operational logistics on customer satisfaction.
What is the main objective of the study?
The primary objective is to analyze TripAdvisor reviews to determine which aspects of the shark tourism experience are most critical to visitor contentment and where the industry can improve to ensure sustainable satisfaction.
Which methodology is employed in this research?
The study employs a qualitative content analysis based on Mayring's inductive approach, systematically categorizing and coding user-generated content from 443 TripAdvisor reviews.
What does the main body of the work cover?
The main body covers a comprehensive literature review, detailed methodology, a thorough analysis of 20 identified satisfaction categories, and a discussion on how these factors affect the tourism industry in Gansbaai.
Which keywords best characterize the study?
Key terms include Shark tourism, Gansbaai, TripAdvisor, Visitor satisfaction, Wildlife tourism, Tour operator, and Qualitative content analysis.
How do tour operators' marketing strategies affect satisfaction?
The study finds that over-promising great white shark sightings on promotional channels leads to high expectations, which, when unfulfilled, cause significant participant disappointment and negative reviews.
What is the significance of the "Great white shark sightings" category?
While sightings are a significant driver of satisfaction, the research highlights that the inconsistency in sightings is a major source of negative feedback, necessitating better management of guest expectations regarding unpredictable wildlife.
- Quote paper
- Saskia Hart (Author), 2021, Determinants of satisfactory shark tourism experiences from the participants' perspective in Gansbaai, South Africa, Munich, GRIN Verlag, https://www.grin.com/document/1128137
