ABSTRACT
Park-based tourism is extremely competitive in the Southern Africa region. To be competitive and attract visitors, parks need a differentiation strategy along with services that exceed expectations and optimise experiences. The purpose of this case study was to focus on Kafue National Park (KNP) in Zambia with respect to a baseline evaluation of visitor experience, followed by an assessment of two competitor parks (South Luangwa National Park – SNLP, Zambia; Chobe National Park – CNP, Botswana). Data were collected at KNP, airport departure terminals and accommodations within Zambia. Sites were identified based on purposive sample as they were chosen due to the opportunity to interview large samples of visitors. Data collection was collected via visitor intercepts (stratified random selection method) which resulted in 2,395 respondents with a response rate of 61.8%. Only participants that had visited KNP and one or both competitor parks were included to ensure direct head-to-head analysis. KNP was relatively competitive in certain categories, but ranked the lowest for lack of information accessibility and conditions of road and facilities. CNP was rated higher in almost all categories, with SLNP close behind. This study provided a baseline assessment for KNP to strengthen, enhance and improve visitor experience, and thus remain competitive in the region. Overall, KNP reflects a new frontier with opportunities for a true wilderness experience, but it is also evident that infrastructure, facilities, information and visitor services are all needed to enhance and strengthen it as a major nature-based tourism destination in the Southern Africa region.
