Cluster analysis results of travel behaviour, tourist satisfaction and benefits sought as input predictors of tourists travelling to Mpumalanga
| Elements | Cluster solutions | |
|---|---|---|
| Cluster 1 Nature–escapist | Cluster 2 Cultured–naturist | |
| Size Percentage of sample | n = 293 79 | n = 78 21 |
| Traditional marketing source1 | 1.97 | 5.92 |
| Travel planning | 3.58 | 6.84 |
| Origin of residence Percentage of sample | Gauteng 70.6 | Not SA residents 93.6 |
| Benefit history | 3.97 | 6.31 |
| Online marketing sources | 2.54 | 5.05 |
| Benefit learning | 4.17 | 6.55 |
| Benefit culture | 4.44 | 6.70 |
| Tourist satisfaction1 | 5.65 | 6.71 |
| Spending money | R5,001–R10,000 (41.6%) | R10,000+ (82.1%) |
| Tourist satisfaction2 | 6.11 | 6.83 |
| Benefit escape | 5.78 | 4.83 |
| Benefit adventure | 3.33 | 4.26 |
| Number travelling in a group | 7.76 | 13.40 |
| Benefit social bonding | 5.01 | 5.60 |
| Online websites | 1.32 | 1.70 |
| Highest level of education | Graduate (36.5%) | Graduate (47.4%) |
| Benefit natural environment | 6.41 | 6.68 |
| Benefit relax | 5.17 | 4.70 |
| Number of nights spent in Mpumalanga | 3.81 | 4.29 |
| Gender | Female (54.6%) | Male (56.4%) |
| Benefit spending time with loved ones | 3.55 | 3.32 |
| Traditional marketing source2 | 1.56 | 1.72 |
| Elements | Cluster solutions | |
|---|---|---|
| Cluster 1 Nature–escapist | Cluster 2 Cultured–naturist | |
| Size | ||
| Traditional marketing source1 | 1.97 | 5.92 |
| Travel planning | 3.58 | 6.84 |
| Origin of residence | Gauteng | Not SA residents |
| Benefit history | 3.97 | 6.31 |
| Online marketing sources | 2.54 | 5.05 |
| Benefit learning | 4.17 | 6.55 |
| Benefit culture | 4.44 | 6.70 |
| Tourist satisfaction1 | 5.65 | 6.71 |
| Spending money | R5,001–R10,000 (41.6%) | R10,000+ (82.1%) |
| Tourist satisfaction2 | 6.11 | 6.83 |
| Benefit escape | 5.78 | 4.83 |
| Benefit adventure | 3.33 | 4.26 |
| Number travelling in a group | 7.76 | 13.40 |
| Benefit social bonding | 5.01 | 5.60 |
| Online websites | 1.32 | 1.70 |
| Highest level of education | Graduate (36.5%) | Graduate (47.4%) |
| Benefit natural environment | 6.41 | 6.68 |
| Benefit relax | 5.17 | 4.70 |
| Number of nights spent in Mpumalanga | 3.81 | 4.29 |
| Gender | Female (54.6%) | Male (56.4%) |
| Benefit spending time with loved ones | 3.55 | 3.32 |
| Traditional marketing source2 | 1.56 | 1.72 |
Sharing content requires targeting cookies to be enabled. Please update your cookie preferences to use this feature.