Wildlife tourism and family experiences at Hoedspruit Endangered Species Center: an analysis of online visitor narratives

Purpose Wildlife tourism can provide families with opportunities to engage with wildlife and conservation-related experiences. The purpose of the study is therefore to identify the main themes expressed by family visitors linked with wildlife tourism experiences at the Hoedspruit Endangered Species Center (HESC), South Africa. Design/methodology/approach To investigate the wildlife tourism experiences, concepts were created from words using Leximancer software, and themes were identified using the data gathered from TripAdvisor reviews of family visits to HESC. Findings Based on the results of this study, eight themes (tour, animals, visit, amazing, place, stay, wildlife and feeding) were identified. Practical implications Understanding which aspects of the experience are positively perceived by family visitors can help wildlife-tourism managers design more engaging experiences within which conservation and educational messages can be communicated. Originality/value This study contributes to the wildlife tourism literature by examining wildlife experiences in the context of family visits to a conservation center. The findings provide insights into conservation education and inform future conservation practices.