An investigation of perceived situational factors influencing responsible tourist consumption behaviours in the Kruger National Park

In a new era of responsibility, responsible tourist consumption behaviours (RTCBs) are vital in sustaining livelihoods for both the present and future generations. As such, RTCBs have been applied in practice and widely addressed in tourism enquiries. While most studies have debated the factors that generally influence RTCBs, few have assessed the influence of situational factors on individuals’ intention to engage in RTCBs within national parks located in Sub-Saharan Africa. Through the lens of the attitude-behaviour-context theory and the situated cognation theory, this study examines and evaluates the impact of situational factors on shaping RTCBs. The study adopts a descriptive research design with a quantitative approach. The study targeted visitors to the Kruger National Park (KNP). Utilising a sample of 237 respondents who were conveniently sampled, the level of importance and satisfaction visitors attached to 12 situational factors adopted to encourage RTCB in KNP was established. The study findings reveal that respondents perceive situational factors as essential in influencing RTCBs, yet they are not fully convinced of their availability. By examining these perceptions, this research uncovers insights into the effectiveness of situational factors in fostering sustainability in national parks, while also contributing to the park's long-term preservation goals. The findings from this investigation could provide valuable insights into enhancing responsible practices among tourists and informing the refinement of management strategies in the KNP and other similar ecotourism destinations. • Visitors perceive situational factors as vital for RTCBs • Yet their availability is not convincing in the KNP • Situational factors need to be improved in KNP.