Clustering attendees at the Philharmonic Orchestra’s Summer Festival

Abstract

There has been an increase in the number of arts and music festivals held annually in South Africa. These festivals range from wide all-encompassing arts festivals, such as the National Arts Festival, to specific festivals that cater for very specific audiences, such as the Jazz Festival and the Philharmonic Orchestra Festival. It may therefore be expected that the attendees of the various types of festivals would differ quite substantially. While much research has been conducted to understand visitor behaviour at general arts festivals and the economic contributions of these festivals, attendees of these more specialised events have been neglected. However, understanding who the attendees are and their behaviour is paramount to the sustainability of these festivals. Therefore, this paper aims to address this void and set the following objectives: (1) to compile a profile of attendees at the Philharmonic Orchestra Festival; (2) to cluster attendees of the Festival into distinct groups; and (3) to compare the various clusters with one another. Data were obtained by administrating 500 visitor questionnaires during January 2010. Using cluster analysis, visitors are grouped based on various characteristics and the differences between the clusters are explored using factor analysis and analysis of variance. Main results indicate that most visitors are mature in age and well educated, from which three clusters were identified with differences evident between the clusters.

36th Cordoba Guitar Festival: Spectator Analysis Using Structural Equation Modelling (SEM)

“…The consumption of different musical categories is influenced by sociodemographic factors and motivations and the fact that different musical genres have different target audiences [13]. Music festivals have the potential to create benefits beyond the festival itself or the host destination, in particular by encouraging the appreciation of a musical genre, increasing the purchase of musical products, and promoting musical tourism, according to Kruger and Saayman [9,12].…”

“…To this end, the author identifies different variables that can be used in the segmentation process. According to Saayman and Saayman [13], market segmentation is important because visitors have different needs, motives, or lifestyles.…”

“…From an initial survey, and after successive refinements, a pretest was conducted with an initial sample of characteristics similar to the final sample until arriving at the definitive format. The survey used in this research was based on Yolal et al [37], Fonseca and Ramos [2], Saayman and Saayman [13], and Kruger and Saayman [40] and included questions on music as a cultural product. The survey was distributed in two languages, Spanish and English.…”

36th Cordoba Guitar Festival: Spectator Analysis using Structural Equation Modelling (SEM)

“…Many authors have studied music festivals, among them [5], [6], [3], [7], [8], [9], [10] and [11]. [12] highlighted that the consumption of different musical categories is influenced by sociodemographic factors and motivations and that different musical genres have different target audiences. [11] concluded that music festivals have the potential to create benefits beyond the festival itself or the host destination, in particular by encouraging the appreciation of a musical genre, increasing the purchase of musical products, and promoting musical tourism.…”

Segmenting the audience attending a military music festival

“…They found that the most important motivator was enjoying the festival program and the celebratory atmosphere followed by learning the local culture and socialization. Saayman and Saayman (2016) investigated attendance for the South Africa Philharmonic Orchestra festival. Their questionnaire included demographics, attendance preference and motivation for attendance.…”