Tourists’ Perceptions of Ecotourism: A Case Study of Waterberg Plateau Park, Namibia

Objective – This study investigates tourists' perceptions of ecotourism at Waterberg Plateau Park in Namibia, a destination noted for its biodiversity and conservation commitment (Kasiringua, E., Proches, C., & Kopij, 2020). Despite its increasing popularity, there is a lack of research on visitor perceptions and tourism statistics (Baporikar, 2022). According to (Harianto, Y., Walid Masruri, M., Winarno, H., Tsani, I., & Santoso, 2020) Understanding these perceptions is crucial for effective park management and conservation efforts. Methodology – A quantitative approach was utilised, combining surveys, observations, and content analysis to gather data on respondents’ perceptions of ecotourism settings. The quantitative data were analyzed using the Statistical Package for the Social Sciences (SPSS). Findings – The findings aimed to enhance the ecotourism experience at Waterberg Plateau Park and contribute to the development of sustainable tourism. Novelty – This paper explores tourists' perceptions within the specific context of Waterberg Plateau Park, a unique ecotourism destination in Namibia. While ecotourism studies have been conducted globally, this research fills a gap by addressing how tourists perceive and interact with a less-explored African ecotourism site. It offers fresh insights into the factors influencing visitor satisfaction, highlighting key aspects such as cultural expectations, environmental awareness, and the influence of local amenities. This study contributes to a localized perspective on ecotourism that can be applied to similar destinations in sub-Saharan Africa. Type of Paper: Empirical JEL Classification: Z32, Q01, Q26, Q53, Q57. Keywords: Conservation, Ecotourism, Tourist Motivation, Tourist Perception, Sustainability, Community Involvement, Visitor Experiences Reference to this paper should be made as follows: Makhubela, P; Tjitunga, U; Shiyandja, H; Kuwa, E.T. (2025). Tourists’ Perceptions of Ecotourism: A Case Study of Waterberg Plateau Park, Namibia, J. Bus. Econ. Review, 9(4), 01–11. https://doi.org/10.35609/jber.2025.9.4(1)