Determinants of satisfactory shark tourism experiences from the participants' perspective in Gansbaai, South Africa

Bachelorarbeit , 2021 , 61 Seiten , Note: 1,3

Tourismus - Sonstiges

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.

Inhaltsverzeichnis (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

  Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

  This study aims to identify the factors that influence visitor satisfaction in the shark tourism industry in Gansbaai, South Africa, based on TripAdvisor reviews. The study uses qualitative content analysis conducted inductively to understand what determines a satisfactory shark experience and what limits it.

  • The impact of the declining great white shark population on visitor satisfaction.
  • The role of TripAdvisor reviews in shaping visitor expectations and satisfaction.
  • The importance of tour operator skills and experience in influencing visitor satisfaction.
  • The influence of factors such as shark sightings, prior expectations, and viewing conditions on visitor satisfaction.
  • The impact of personal well-being and a sense of community on overall visitor satisfaction.

  Zusammenfassung der Kapitel (Chapter Summaries)

  • Introduction: The introduction provides an overview of the shark tourism industry in Gansbaai, South Africa, and the importance of understanding visitor satisfaction in this context. It highlights the declining great white shark population and its potential impact on the industry, as well as the growing reliance on online reviews like TripAdvisor for travel decisions.
  • Literature Review: This chapter defines key terms, including "TripAdvisor," "tour operator," and "wildlife tourism," with a particular focus on shark tourism. It explores the development of shark tourism, different forms of shark diving, and the value of the industry. The chapter also addresses the controversy surrounding wildlife tourism and examines customer satisfaction and its relevance to wildlife tourism.
  • Methodology: The methodology chapter outlines the research site (Gansbaai, South Africa) and provides details about the shark tourism industry in the area, including current tour operators, typical tour itineraries, and the target market. It describes the qualitative content analysis methodology, the inductive approach used, and the process of collecting data from TripAdvisor reviews.
  • Findings: This chapter presents the results of the qualitative content analysis of TripAdvisor reviews, identifying the key themes and patterns related to visitor satisfaction in the shark tourism industry.
  • Discussion: The discussion chapter analyzes the findings, exploring the most influential factors affecting on-site visitor satisfaction in Gansbaai. It examines the impact of tour operator skills, great white shark sightings, prior expectations, viewing quality, participant quantity, personal well-being, and a sense of community on overall satisfaction.

  Schlüsselwörter (Keywords)

  This study focuses on the impact of declining great white shark populations on visitor satisfaction in the shark tourism industry, specifically in Gansbaai, South Africa. Key themes include visitor satisfaction, TripAdvisor reviews, tour operator skills, shark sightings, prior expectations, viewing quality, and the importance of sustainable tourism practices. The research uses qualitative content analysis to explore these concepts and understand the factors that contribute to a positive shark tourism experience.

• Hochschule: Fachhochschule Westküste Heide
• Note: 1,3
• Autor: Saskia Hart (Autor:in)
• Erscheinungsjahr: 2021
• Seiten: 61
• Katalognummer: V1128137
• ISBN (eBook): 9783346489234
• ISBN (Buch): 9783346489241
• Sprache: Englisch
• Schlagworte: determinants, gansbaai, south, africa