Abstract

Despite the rapid growth of avitourism (birding tourism) globally, the international market potential of avitourism in South Africa, with its remarkable birdlife, is not yet being utilised to its full potential. The purpose of the research reported in this article was to investigate international avitourists perceptions on ecotourism principles to develop sustainable avitourism in South Africa. Primary data was gathered by distributing questionnaires at the British Birdwatching Fair and Dutch Vogelfestival. These two bird fairs attract exhibitors and birders from all over the world. Exploratory factor analyses were applied. The relationships among the nine variables that were measured with 5-point Likert scale to rate the participants’ views of ecotourism principles were investigated. Results indicated that the international avitourist regarded two constructs, namely the conservation of nature and thesupport of local communities, as being important. These ecotourism principles should therefore be applied to ensure sustainable development of avitourism in South Africa. Results support the notion of avitourism development in South Africa in guiding government and avitourism managers in policy, product development and destination marketing.

Key words: Avitourism (birding tourism), ecotourism, sustainable development, South Africa.