African Journal of Hospitality, Tourism and Leisure (Feb 2016)
Behavioural involvement in avitourism: An international case study.
Abstract
Despite the rapid growth of avitourism (birding tourism) globally, the international market potential of avitourism in Africa, with its remarkable birdlife, is not yet being utilised to its full potential. The purpose of the research reported in this article was to explore the behavioural involvement of the international avitourist in the birding activity to clarify avitourist behaviour. Primary data was gathered by distributing questionnaires at the British Birdwatching Fair and Dutch Vogelfestival. These two bird fairs attract exhibitors and birders from all over the world. Three birder types (casual, active and committed) were examined in terms of six behavioural involvement indicators, including number of years involved in birding; number of birds on the birders’ life list; reading behaviour and club memberships of birders; birding equipment used for the identification of birds; behaviour of birders; and consumptive behaviour of birders. Analysis of variance (ANOVA) was applied. Additionally the Post Hoc (Duncan) test was used to compare the means of the three birder types. Results indicated significant differences between casual, active and committed birders on all the indicators of behavioural involvement. The results confirm that committed birders are more intensely involved in birding than active birders; and active birders are more involved than casual birders. These findings could assist managers and marketers in their efforts to target birding programme amenities and promotional materials towards distinct segments of the birding population. Results support the notion of avitourism development in Africa, more specifically South Africa, in guiding avitourism managers in product development and destination marketing.
