Sociodemographics and Visiting Patterns of Arts Festivals in South Africa

Saayman, Andrea; Saayman, Melville

doi:10.3727/152599506776771553

Cited by 46 publications

(58 citation statements)

References 23 publications

(28 reference statements)

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“…In terms of the travel behaviour of cluster members, the results indicate that smaller travelling groups are assodated with higher spending, which is in line with research carried out by Mok and Iverson (2000), Saayman and Saayman (2006a) and Kruger (2010). Places of residence indicated that high-spenders stem from Gauteng Province which supports findings by and Kruger (2009) with regard to other festivals in South Africa.…”

Section: Findings and Implicationssupporting

confidence: 88%

Expenditure-based Segmentation of Visitors to the Wacky Wine Festival

Saayman¹,

Saayman²,

Joubert³

2012

Tourism Recreation Research

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The Wacky Wine Festival is the largest wine festival in South Africa with more than 15,000 visitors. An expenditure-based segmentation was completed in order to compile a profile of the low-and high-spenders who visit the Festival with the purpose of identifying the attributes of high-spenders. In order to achieve this, a survey was conducted in June 2010, when 400 questionnaires were administered to visitors at selected wine farms during the course of the festival. The methods used in the analysis included K-means clustering, factor analysis, Chi-Squared and independent t-tests, as well as ANOVA. The results indicate that both socio-demographic and behavioural aspects distinguish the high-spending festino from the low-spender. In particular gender, language, age, occupation, place of origin, group size and length of stay differ significantly between the clusters. In addition, the reasons why high-spenders attend the festival differ from that of low-spenders, with high-spenders placing more emphasis on the intrinsic motives for attending the festival.

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Section: Findings and Implicationssupporting

confidence: 88%

Expenditure-based Segmentation of Visitors to the Wacky Wine Festival

Saayman¹,

Saayman²,

Joubert³

2012

Tourism Recreation Research

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“…Therefore, in order to preserve the nature of the festival and positive attitudes of the community, it is important to identify and attract visitors who attend ticketed shows/productions (Kruger 2009). Research by Thrane (2002), Saayman and Saayman (2006b) and Kruger (2009) indicates that visitors attending festival shows/productions stay longer and spend more than those who are not interested in shows/productions. This results a greater overall personal expenditure during the festival.…”

Section: Literature Reviewmentioning

confidence: 99%

“…High spenders tend to earn higher income / salaries Dardis et al 1994;Legohérel 1998;Lee 2001;Jang et al 2004;Saayman and Saayman 2006b;Thrane 2002;Woodside et al 1987;Saayman et al 2011. Socio-demographics Older consumers are associated with higher spending Jang et al 2004;Kruger et al 2009;Jang et al 2002.…”

Section: Incomementioning

confidence: 99%

Expenditure-based segmentation of visitors to Aardklop National Arts Festival

Botha

Rossouw

Slabbert

2011

South African Theatre Journal

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Competition in the festival market has important implications for South African arts/cultural festivals. To assist a festival to remain sustainable, market segmentation is an effective tool to divide existing and potential markets into homogenous groups based on meaningful characteristics. The aim of this article is to segment visitors (by using visitor expenditure as segmentation method) to one of South Africa's largest arts festivals, namely the Aardklop National Arts Festival held annually in Potchefstroom in the North West province. A questionnaire survey (N 01 671) was conducted annually at the festival and data from 2005 to 2008 were analysed. In the results four expenditure segments were identified and the analysis confirmed significant differences in socio-demographic and behavioural variables/ characteristics between these different expenditure groups. Managerial and marketing implications are consequently proposed for the festival organisers.

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“…Saayman and Saayman (2006) concluded that different events have different markets and reasons why people attend the event. According to Yeoman, Robertson, Ali-Knight, Drummond, and McMahon-Beattie (2004), the more detailed the knowledge of a visitor, the easier it will be for the festival marketer to create a customised offering resulting in greater satisfaction and long-term visitor relationships by offering the target market what they want.…”

Section: Literature Reviewmentioning

confidence: 99%

Clustering attendees at the Philharmonic Orchestra’s Summer Festival

Saayman

2014

Leisure Studies

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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.

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Sociodemographics and Visiting Patterns of Arts Festivals in South Africa

Cited by 46 publications

References 23 publications

Expenditure-based Segmentation of Visitors to the Wacky Wine Festival

Expenditure-based Segmentation of Visitors to the Wacky Wine Festival

Expenditure-based segmentation of visitors to Aardklop National Arts Festival

Clustering attendees at the Philharmonic Orchestra’s Summer Festival

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