1,721,026 research outputs found
Exploring branding associations in festival branding
Full text linkArts festivals in South Africa are growing tremendously and it has become more important for these types of tourism products to position themselves competitively. Branding plays a major role in positioning and the associations made with the brand. It is necessary to understand these associations as well as factors influencing the associations. Therefore, the purpose of this research is to explore brand associations in festival branding and to determine the influence of demographic characteristics on festival associations. Very little research in this regard has been conducted in South Africa. This study was done at the KKNK (Klein Karoo National Arts Festival) held annually in Oudtshoorn, by means of a structured questionnaire where 394 questionnaires were completed. The statistical analysis was descriptive in nature, including a factor analysis (to determine the brand associations) and the calculation of effect sizes (to determine differences between the brand associations and certain demographic variables). Firstly, the results revealed three brand associations, namely brand judgements, brand attributes and brand performance. Secondly, the results indicated no significant differences between age, gender, marital status, province, qualification, number of times visited and the identified brand associations. The results therefore confirm that brand associations exist but that demographic characteristics do not influence these associations.http://dx.doi.org/10.5897/AJBM11.1818http://www.academicjournals.org/article/article1380546716_Dreyer%20and%20Slabbert.pd
Market segmentation of visitors to Aardklop National Arts Festival: a correspondence analysis
No full textIncreasing levels of competition in the festival market have important implications for the profitability and survival prospects of South African arts/cultural festivals. In order for a festival to be sustainable, market segmentation can be an effective tool to divide existing and potential markets into homogeneous groups based on meaningful characteristics that could be profitably targeted. Against this background, the primary objective of this study was to segment, by means of a correspondence analysis, visitors to one of South Africa's largest arts festivals, namely the Aardklop National Arts Festival. Age was used as the segmentation variable in order to distinguish between differences in socio-demographic and behavioural characteristics between different age groups. A questionnaire survey (n = 1 671) was conducted annually at the festival, and data obtained from 2005 to 2008 were used. The results confirmed the existence of significant differences between different age groups. Based on these results, managerial and marketing implications are proposed for the festival organisers
The influence of length of residency on the social impacts of selected national arts festivals in South Africa
No full textFestivals in South Africa contribute greatly to the economic and social well-being of communities and offer various benefits. The host community is considered to be one of the key role players in tourism and therefore relations between the festivals and the host communities play an important role in understanding the social impact of an event. The aim of this research is to determine the influence of length of residency on the social impacts of arts festivals. To achieve this aim, a quantitative study was conducted in the communities of Oudtshoorn and Potchefstroom. Results indicated that residents who had been living in these communities for longer, had stronger opinions about certain negative impacts resulting from the festivals than those residents who had been living in these towns for a shorter period of time. It is thus evident that length of residency influences the social impacts of arts festivals and may influence the sustainability of these festivals as wellhttp://www.krepublishers.com/02-Journals/JHE/JHE-00-0-000-000-1990-Web/JHE-00-0-000-000-1990-1-Cover.ht
Should arts festivals focus on push or pull factors in marketing efforts?
Full text linkThe rapid growth of arts festivals has led to increased competition resulting in festivals competing for
visitors' money and leisure time. The aim of this article is to determine the importance of motivational
push and/or pull factors of festival goers with regard to two national arts festivals in South Africa. Not only
were the relevance and importance of push and pull factors identified, their differences for various sociodemographic
subgroups were also discussed. A questionnaire was used to collect data. It was evident
that visitors are more pulled by festival attributes, activities and productions than pushed to festivals. This
finding highlights the importance of effective festival programme planning and showcasing the unique
experiences to be found at the festival. It was also found that age, number of days spent at the festival,
festival loyalty and number of tickets purchased exerted an influence on the importance of push and pull
factors. This information could ensure that the most appropriate marketing messages are communicated
to visitors and that these festivals are sustained
Who spends and who does not: clustering visitors at a national arts festival
No full textThe Grahamstown National Arts Festival is the oldest National Arts Festival in South Africa and was founded in 1974. This celebration of the arts takes place over a period of eleven days with the main festival running over eight days, which also makes it the longest (in terms of number of days) arts festival in the country. The literature review revealed that high spenders at arts festivals are also the visitors who buy the most show tickets. The success of these events is determined by ticket sales and not necessarily by the number of visitors. Therefore, the purpose of this paper is to determine who the high spenders at the Grahamstown National Arts Festival are. Data obtained during the festival in 2008 by means of a questionnaire survey (N=446) was statistically analysed by means of K-means clustering, Pearson's chi-square test and ANOVAs. Results indicated two clusters, namely high and low spenders and can assist festival organisers in developing a more focused marketing strategy and festival programme. This was the first time that K-means clustering was applied to festival data in South Africa
Travel Motivation: a Tale of two marine destinations in South Africa
No full textThis study determines the travel motives of tourists to two marine destinations in South Africa: Jeffreys Bay and Hartenbos. Two surveys were conducted on 202 respondents in Hartenbos and 210 at the Jeffreys Bay. The statistical analysis entailed descriptive statistics and then more specific a factor analysis. The results revealed both common and different motivational factors when comparing the two marine destinations with one another as well as with other studies conducted. The following motivational factors overlap for the two destinations: escape and relaxation, destination attractiveness, and site attractiveness as well as personal attachment. For Jeffreys Bay, however, leisure activities and novelty were identified and for Hartenbos, socialization and trip features as additional motives for travelling. These results therefore confirm that different destinations have different motivesThis study determines the travel motives of tourists to two marine destinations in South Africa: Jeffreys Bay and Hartenbos. Two surveys were conducted on 202 respondents in Hartenbos and 210 at the Jeffreys Bay. The statistical analysis entailed descriptive statistics and then more specific a factor analysis. The results revealed both common and different motivational factors when comparing the two marine destinations with one another as well as with other studies conducted. The following motivational factors overlap for the two destinations: escape and relaxation, destination attractiveness, and site attractiveness as well as personal attachment. For Jeffreys Bay, however, leisure activities and novelty were identified and for Hartenbos, socialization and trip features as additional motives for travelling. These results therefore confirm that different destinations have different motive
What really matters to the audience: analysing the key factors contributing to arts festival ticket purchases
No full textCompetition in the South African arts festival market is an evident problem and is associated with changes in ticket purchase behaviour among performing arts patrons and declining ticket sales. This holds a negative implication for arts festivals, since visitors who purchase tickets tend to stay for longer periods and spend more than visitors not interested in ticketed shows/productions. Ticket sales from audiences are also one of festivals’ main sources of income. Targeting the visitors who attend these shows/productions is therefore a viable management goal. The focus of this article is to identify and analyse the key factors that contribute to ticket purchases at selected arts festivals in South Africa in order to provide festival organisers with the necessary insight to develop effective marketing strategies that target their ticket-purchasing market. A factor analysis was performed on the dataset of the two festivals and revealed seven factors; all of the Cronbach’s Alpha values were valid. Effect sizes were calculated to determine possible differences between categories pertaining to age and number of days the festival was attended. The results revealed no statistically significant differences and therefore suggest that this market is relatively homogenous. Managerial and marketing implications are consequently proposed for the festival organisershttp://www.tandfonline.com/doi/full/10.1080/10137548.2012.754080#abstractDOI:10.1080/10137548.2012.75408
Travel behaviour of tourists to a South African holiday resort
Full text linkTravel behaviour refers to the way in which tourists behave according to their attitudes before, during and after travelling. Knowledge regarding travel behaviour can assist in marketing, product planning and development which can increase the number of visitors to tourism products such as resorts. However, it was found that very little research has been conducted regarding the travel behaviour of tourists visiting South African resorts. The purpose of this study was to determine the travel behaviour and, more specifically, the travel motivations and factors influencing travel decision making of tourists visiting a resort. Quantitative research was conducted by means of the distribution of questionnaires. The results indicated that the main travel motivations are resting and relaxation, enriching and learning experiences, recreational activities, personal motivators and social experiences. It was clear that there are various similarities with studies done in other countries and in South Africa which indicate the existence of universal travel motivations. The most important factors influencing travel decision making were found to be management and hospitality aspects, destination attributes, site attractiveness and economic benefits. These results also indicated similarities with the findings of previous research studies. However, studies focusing on factors influencing travel decisions in South Africa are scarce and demand attention, especially with the growing domestic market. It is therefore clear from the results that tourism marketers are required to do research on a continuous basis to determine tourists‘ travel behaviour to different tourism products such as resorts. The results can be used as a focusing point of the marketing strategieshttp://reference.sabinet.co.za/webx/access/electronic_journals/ajpherd/ajpherd_v17_n4_si1_a12.pd
Towards an instrument measuring community perceptions of the impacts of festivals
No full textThe sustainability of an event depends on the support of the local community. Currently, community instruments do not measure perceptions of the impacts of events in an integrated manner. This paper is the first step in developing such an instrument for events in South Africa. Seventy-five community impact items were identified through a literature study and were reduced to 44 items by using the Delphi technique. The results (44 items) were included in a questionnaire distributed at two festivals in South Africa, the Klein Karoo (N=330) and Grahamstown National Arts Festivals (N=401). A principal components factor analysis was performed, descriptive factors were identified and Cronbach Alfa coefficients calculated. Nine factors were identified of which two were found to be not reliable in this case. This instrument is unique because it is a first step in developing an integrated community perception measuring instrument for events in South Africa.http://www.krepublishers.com/02-Journals/JHE/JHE-40-0-000-12-Web/JHE-40-3-12-Abst-PDF/JHE-40-3-197-12-2389-Slabbert-E/JHE-40-3-197-12-2389-Slabbert-E-Tx%5B1%5D.pd
Comparing tourists’ and residents’ motivations for travelling to Kruger National Park, South Africa
Full text linkTitle not on Sherpa. Masterfile 24 months embargoThis study analysed the motivations for visiting South Africa's Kruger National Park, with the aim of identifying similarities and differences between tourists' motives and those of people living near the Park. A factor analysis of the findings revealed five motives: education and learning, relaxation, photography, activities and destination attributes. T-tests revealed three significant differences between tourists' and the residents' motives to visit the park. 'Activities' was the most important for tourists and 'relaxation' and 'photography' for residents. The Park's attributes were the least important motive for both groups. 'Education' was considered an important motive to visit the park by both groups. It is evident that the type of product, in this case, a nature product, demands certain travel motivations and that motivations differ according to the type of person visiting the park. The needs of the tourists should not be adhered to at the cost of the communities adjacent to the Park since both stakeholders have an important role to play in the sustainability of the Park. Park management and marketers can use this information in their product development and marketing strategies for both markets.http://reference.sabinet.co.za/sa_epublication/ajpher
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