Assessing the marketing efforts of nature reserves and their contribution to sustainable development goals: a case study of Blyde River Canyon nature reserve.

Abstract

The primary objective of this study is to assess the Marketing Efforts of MTPA-managed nature reserves and their contribution to the Sustainable Development Goals, a case study of Blyde River Canyon Nature Reserve (BRCNR). The study was motivated by the growing global prominence of sustainable tourism and the crucial role of protected areas in achieving the United Nations' Sustainable Development Goals (SDGs). A mixed-method research approach was used to achieve the main objective of this study, which was conducted between February and November 2025. The study employed a convergent parallel mixed-methods approach, as it enables the simultaneous collection and analysis of both quantitative and qualitative data in addressing the research questions. The data collection consisted of 390 questionnaires distributed to tourists who visited the BRCNR during the data collection period in September 2025, as well as 10 in-depth interviews with key informants, including Mpumalanga Tourism and Parks Agency (MTPA) and BRCNR management officials. Statistical Package for the Social Sciences (SPSS) and descriptive statistics were used to analyse and present the findings of quantitative data, while thematic analysis was used for qualitative data analysis. The findings indicate that the BRCNR’s marketing strategies are generally effective, accessible, and informative, with consistent perceptions indicating reasonable alignment between marketing efforts and visitor expectations. The BRCNR’s sustainability marketing and on-site environmental practices are generally effective in informing, educating, and raising conservation awareness among visitors. The findings also highlight that word of mouth is one of the key marketing strategies that BRCNR relies on to market the reserve. Research outcomes/results/findings revealed that spring and summer (festive programme) as the peak or the busiest season in the BRCNR. Furthermore, these marketing strategies and efforts encourage responsible sustainable travel as mentioned/supported by the Sustainable Development Goal 11 (SDG 11). The reserve makes a positive contribution to employment opportunities and inclusive economic development (SDG 8). The study recommends that BRCNR should upgrade the infrastructure around the reserve and add more entertainment activities, which would allow tourists to stay for a longer period and spend more within the reserve.