Sustainable tourism development and the role of marketing at the Kruger National Park

M.Comm.Tourism development has the potential to have significant impacts on the environment. To ensure that tourism is sustainable into the future there needs to be a balance between tourism development and environmental concerns. The move towards sustainable tourism development requires that there be a closer co-operation among four very different stakeholders. These stakeholders include the tourism business, the environment, the host population, and the tourist. The main purpose of this research was to identify, at the Kruger National Park, the levels of awareness and understanding of the concept of sustainable tourism development amongst the four stakeholders. Also are identified are their viewpoints on how to achieve sustainable tourism development, their efforts to ensure it, and the role that marketing can play to ensure sustainable tourism development. This study, being exploratory in nature, made use of in-depth interviews (a qualitative technique) to gather the needed primary data. In-depth interviews were conducted at the Kruger National Park with representatives from the various stakeholder groups. Observation of physical aspects and people behaviours were used to supplement the in-depth interviews. Overall, it was found that most groups are aware of the need to balance environmental concerns with tourism development. Tourists however, are less aware of concepts such as sustainable tourism development than the other stakeholders It is was found that in some cases there is a lack of communication between some of the various stakeholders on various issues. The respondents in this case thought that the other stakeholders might disagree with them on certain issues when in fact their ideas were similar. Strong emphasis is being placed on developing relationships with the local communities and involving them in the decisions that affect them. It is realised that these local communities can have a major impact on the larger ecosystem around the park and could eventually destroy tourism if they are ignored. Local communities need to benefit from the existence of the park. Overall, the respondents do not have a clear understanding of what marketing entails or the contribution it can make to ensuring sustainable tourism development. Marketing is viewed by most as simply selling bed-nights. The marketing function at the Kruger National Park is ineffective and not given the support or attention it requires to operate effectively. For marketing to play a significant role at the park serious attention needs to be given to redesigning the entire marketing department. It is absolutely essential that tourism be developed in an environmentally sustainable manner to ensure the industry's future existence. Marketing of the park needs to be done in a manner that will not lead to the environment being exploited. Marketing, apart from simply selling the park, can play an important role in developing a conservation ethic amongst tourists and potential tourists. This educational role extends to the youth of the country who are the future tourists, tourism developers and conservationists