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This research segmented the birding market attracted to South African national parks based on their behavioural involvement. The data were collected by means of a self-administrated electronic questionnaire where 310 questionnaires were completed. The factor analysis identified five behavioural involvement pursuits, namely travel and sharing pursuits, passive consumer pursuits, leisure and conservation pursuits, knowledge and participation pursuits, and active engagement pursuits. Based on the behavioural involvement factors, three birding segments were identified, resulting in a CIA-typology of birdwatchers, namely Casual; Intermediate and Avid birdwatchers. The segments were labelled appropriately to resemble the level of involvement of each segment, ranging from low and moderate, to high. This research contributes to the existing literature on birding in general and contributes to the availability of literature regarding birdwatching in the southern hemisphere, especially on South African birdwatching tourism, thus facilitating a greater understanding of this niche leisure market. [ABSTRACT FROM AUTHOR]

Birdwatching is a subsector of wildlife tourism that focuses explicitly on looking at bird populations. Over the past decade there has emerged a growing international literature about the role of birdwatching as a recreational activity and increasingly as a niche form of tourism. Recognition of the potential opportunities surrounding birding tourism has occurred not least in the setting of contemporary South Africa. Using documentary material and interview sources this paper critically analyses the transition of birdwatching in South Africa from recreational pursuit into a commercialised form of niche tourism. The study tracks the historical development of bird watching tourism and identifies the growth levers that stimulated it to its current importance. A longitudinal analysis of birdwatching in South Africa discloses its early origins as a recreational pastime which was given further impetus by a search for scientific knowledge about local birds. Since the late 1990s under the leadership of BirdLife South Africa, a new direction was established for the activity of birdwatching to be recognised as having potential to combine development and conservation objectives. Collaboration between BirdLife South Africa and national government witnessed the final transition of birdwatching in South Africa from recreational pursuit into niche form of tourism. [ABSTRACT FROM AUTHOR]