Small-town girl’s big picture

Shaanaaz de Jager

AN Eastern Cape “small-town girl’s” market research could contribute to enhancing game reserves and lead to a better understanding of clients’ needs.

Elizna Theron, who graduated from NMMU with a master’s degree in marketing last month, focused on seven value dimensions and compared the perceptions of managers and visitors.

Theron’s dissertation, “Value Delivered by Private Game Reserves in South Africa: A Comparison of Visitors’ and Managers’ Perceptions”, was supervised by ProfessorLaetitia Radder.

In her study Theron, originally of Steytlerville, identified “significant differences” when she evaluated managers’ and visitors’ perceptions of quality, monetary price, behavioural price, reputation, emotional response, social value and novelty delivered at the private game reserves.

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