Demographic Profile Of Adventure Tourists In Pretoria

It is difficult to examine different motivations and segment differentiations in niche markets such as adventure tourism seeing that it is not a well-defined segment in the discipline of tourism studies. In order to assist adventure tourism companies towards identifying and developing effective marketing strategies to attract or penetrate the adventure niche market, this study aims to contribute towards the current understanding of adventure tourists in Pretoria by compiling a demographic profile of such tourists. Two hundred and fifty adventure tourists participated in this study; however, the sample that realized was 234, providing a 93.6% response rate. The results gained from the self-completing questionnaire indicated that typical adventure tourists in Pretoria are generally Afrikaans speaking individuals born between 1960 and 1981. These individuals are mostly married with no children or have two children who are above the age of twelve years. Adventure tourists in Pretoria tend to be further educated Technicians and Associate Professionals whose gross individual income ranges between R10,001.00 and R29,999.00 per month. This study established that there is a need to further research comprehensive adventure tourist profiles in order to assist adventure tourism companies to promote and sell specific activities and experiences that will meet the specific needs and wants of identified target markets.