oa Journal for New Generation Sciences - Does age Influence Biltong Hunters’ behaviour and spending?

Volume 17 Number 1
  • ISSN : 1684-4998



Hunting is one of South Africa’s core wildlife tourism products, and the key market, based on size and economic contribution, is local biltong hunters. However, South African hunters’ frequency of hunting trips is decreasing due to the tough economic situation that is currently experienced in the country. Therefore, for hunting businesses, it has become challenging to compete for the same market. One method to position product owners better in the market is through well-developed marketing strategies. This research aims to determine whether the demographic variable, ‘age’, as the dependent variable, impacts hunters’ behaviour. The questionnaire administration took place by posting a link on the website of the South African Hunters and Game Conservation Association (SA Hunters) and Pot-Shot, a hunting newsletter in South Africa, whereby 493 (n) usable questionnaires were obtained. The research found that age does have an impact on hunters’ behaviour and, in this case, on their motives for hunting and spending behaviour. The main contribution of this research is that product owners will become aware of the most lucrative hunting market, and that the primary motives that can be used in marketing strategies have been identified.

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