Adventure tourists in Pretoria, South Africa: A demographic profile

Abstract

Adventure activities and experiences constantly evolve because individuals, motives, behaviours, and experiences differ and change over time. In order to assist adventure tourism companies to promote and sell specific activities and experiences that will meet the specific needs and wants of their identified target markets, this paper focuses on the demographic profile of adventure tourists who used the products/services of adventure tourism companies within Pretoria, South Africa. The realised sample was 234, providing a 93.6% response rate. The research instrument used was a self-completing questionnaire. Based on the results, these adventure tourists were Afrikaans speaking individuals between the ages of twenty-eight and forty-nine years. Their households consisted of two to four people and there were generally two income earners per household. This study established that there is a need for further researching of comprehensive adventure tourist profiles.

Keywords

• tourism
• adventure tourism
• market segmentation
• demographic profile