The diversity of wildlife resources and the highly-developed trophy hunting and game ranching industry make South Africa a sought-after destination for travelling hunters. Significant economic, social and ecological benefits result from the annual visits of 16 000 hunters. These benefits, in turn, accelerate industry competition. To maintain or increase the clientele base, hunting providers should continue to manage and improve their clients’ safari experiences. This research investigated visiting hunters’ South African safari experiences by measuring their perceptions of service quality, satisfaction and behavioural intention. The results of the research could assist hunting providers in identifying areas where service expectations are not met and understanding the impact of service quality and satisfaction on clients’ loyalty. The literature study contextualised the South African trophy hunting industry within the tourism environment, the realms of wildlife tourism, and the characteristics of hunting tourism. An overview of tourism services, service quality, customer satisfaction, and behavioural intention was also provided. The resulting conceptual model hypothesised relationships among the safari experience variables (service quality, satisfaction and behavioural intention). ii The empirical data were collected by means of a mail survey, using a self-administered questionnaire distributed to 2 000 foreign hunters who had participated in a South African hunting safari at least once between 2003 and 2007. Two hundred and thirty six completed questionnaires were returned, giving a response rate of 13.2%. The majority of the hunters were male, aged between 40 and 60 years, and from the United States of America and Europe. Hunters perceived the level of service quality delivery by hunting providers to be relatively high and were generally satisfied with their South African safaris. As a result, they were willing to return for another hunting experience and were very likely to speak positively about their experiences. By performing exploratory and confirmatory factor analyses, a three-factor (augmented services, core services and supporting services) service quality construct was identified and confirmed. Multiple regression analyses found that core services was the strongest predictor of overall satisfaction; overall satisfaction was significantly related to revisit intention; and revisit intention significantly predicted word-of-mouth intention. An empirical model was accordingly constructed to replace the original conceptual model. iii It is recommended that South African hunting safari providers should: {u10007A} use the suggested measuring instrument to monitor their performance of service quality delivery on a regular basis; {u10007A} train their employees to ensure that they are knowledgeable and well prepared for field guidance and to promote ethical hunting practices; {u10007A} ensure an abundance of game and a wilderness atmosphere in the hunting area; {u10007A} conduct focus group studies to further understand the factors that shape clients’ perceptions of the safari experience; and {u10007A} invest in developing long-term relationships with existing clients.
展开▼
