Examining the Service Perceptions of Visitors at National Botanical Gardens in South Africa

In today’s tourism industry, service quality is essential for differentiation and achieving sustainable competitive advantage. While much research on service quality exists for the private sector, a notable gap remains regarding service dynamics in non-profit public recreational spaces in emerging economies. This study fills that gap by examining service quality (SQ) at National Botanical Gardens (NBGs) in South Africa, focusing on visitor perceptions of SQ importance and performance. Using an adapted Importance–Performance Analysis (IPA) framework, the research explores how visitor expectations compare with actual experiences. A quantitative approach was adopted, with structured questionnaires given to a convenience sample of visitors at key gardens like Pretoria and Walter Sisulu NBGs. Data analysis centred on correlation coefficients to assess the relationship between perceived importance and actual performance. The findings reveal a generally strong, statistically significant positive correlation; however, some attributes show a ‘weak correlation,’ indicating critical service gaps often overlooked by traditional management models. These insights demonstrate that, in natural attraction settings, visitor-perceived importance primarily drives satisfaction with performance. In addition to offering the South African National Biodiversity Institute (SANBI) a strategic plan to boost visitor retention, this study advances the academic discussion by challenging existing SQ models within non-profit recreational sectors. It lays a vital empirical groundwork for future research on public-sector service excellence in the Global South.