African Journal of Hospitality, Tourism and Leisure (Jan 2015)
Profiling the international avitourist: preferences of avitourists at the British and Dutch birdwatching fairs
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 profile the international avitourist, based on preferences. Primary data was gathered by distributing questionnaires at the British Birdwatching Fair and Dutch Vogelfestival. These bird fairs attract exhibitors and birders from all over the world. Respondents were examined in terms of their biographic profile, self-categorisation into birder types (casual, active and committed) and preferences. Using descriptive statistics, an international avitourist profile was created. Results indicated that the majority of avitourists are male and relatively older (46–55 years) although awareness among younger birders was noted. Respondents at the British fair were more active and committed, while mostly casual and active at the Dutch fair. Avitourists travel in pairs or small groups and travel independently. The most important attributes at the birding destination were accessible walking trails, information about birds and bird lists, and time spent in bird hides. Other activities while on a birding trip were considered of relative importance. Avitourists prefer mid-range priced accommodation and are comfortable with planning their birding trips on the Internet. It is recommended that avitourism marketers should acknowledge differences between birder groups to attract and satisfy the needs different birder types, depending on their preference. Results support the notion of avitourism development in Africa in guiding avitourism marketers in product development and destination marketing.
