Nature Reserve Marketing and Its Perceived Contribution to Sustainable Development Goals: A Case Study of Blyde River Canyon Nature Reserve, South Africa

The tourism industry plays a vital role in advancing the triple bottom line—economic, social, and environmental sustainability—through strategic marketing that enhances destination positioning and supports the achievement of the Sustainable Development Goals (SDGs). This study examines how marketing efforts in protected areas contribute to broader sustainability outcomes, with specific reference to the Sustainable Development Goals. Focusing on the Blyde River Canyon Nature Reserve, the research adopts a convergent parallel mixed-method approach to evaluate the effectiveness of marketing strategies implemented by the managing authority. Quantitative data were collected through 390 tourist questionnaires and analysed using SPSS and descriptive statistics, while qualitative insights were obtained from 10 in-depth interviews with key informants and analysed thematically. The findings reveal that the reserve’s marketing strategies are generally effective, accessible, and aligned with visitor expectations, with word of mouth and digital platforms emerging as key promotional tools. Marketing efforts were found to enhance conservation awareness and encourage responsible tourist behaviour, contributing particularly to SDGs 1, 8, 11, 13, and 15. However, infrastructure limitations and limited on-site activities constrain visitor stay and expenditure potential. The study concludes that while marketing plays a significant role in advancing sustainable tourism outcomes, strengthening infrastructure and diversifying visitor experiences could enhance the reserve’s contribution to sustainable development.