Lessons In Managing The Visitor Experience At The Klein Karoo National Arts Festival

The event industry, in particular arts festivals, is one of South Africa’s fastest growing tourism sectors in tourism industry. However, only minimal research has been done to identify factors that arts festival visitors view as important for a good festival experience. This study identifies the key success factors (KSFs) in managing visitors’ experience at one of South Africa’s most popular Afrikaans arts festival, the Klein Karoo National Arts Festival (KKNK). A questionnaire survey (n=443) and factor analysis was used to identify seven KSFs: Safety and personnel, Marketing and accessibility, Venues, Accommodation and ablution facilities, Activities and community, Parking and restaurants and Shows and stalls. Factors that KKNK visitors regarded as important to satisfy their needs and provide a special festival experience were: a wide variety of good and affordable shows and stall products, friendly informed staff, visible emergency and security services, and sufficient air-conditioned venues with good technical aspects. Parking and restaurants and Shows and stalls can be regarded as KSFs that are particularly applicable to South African arts festivals. The study also indicated that other stakeholders play an important role in visitors’ experience

Travel motives of visitors attending Oppikoppi Music Festival

Oppikoppi Music Festival is a festival with a difference: its theme is primarily rock music marketed predominantly to students. The researchers sought to determine the travel motives of visitors to this Festival by means of a questionnaire survey (N=261). After data capturing was completed, a factor analysis was conducted. The latter revealed six factors, namely “group togetherness”, “escape”, “cultural exploration”, “event novelty/regression”, “unexpectedness” and “known group socialisation”. The research confirmed “group togetherness” as the main motive but also reveals a new motive, namely “unexpectedness”. The research also confirms that different festivals feed off different motives. The results are useful to the event manager and marketers in developing their marketing strategy

COVID-19 AND THE FUTURE OF THE SOUTH AFRICAN TOURISM INDUSTRY: A SUPPLY-SIDE PERSPECTIVE

The tourism industry is struggling to recover and overcome the shortfalls due to the ongoing COVID-19 pandemic. The research identified the determinants to consider in the future from a South African supply-side perspective. An online questionnaire was employed in 2020. Exploratory factor analyses identified the dependent (the perceived future of the industry after COVID-19) and independent variables: ways to reach suppliers’ target market(s) during the pandemic, the predicted adopted strategies after COVID-19 and the perceived sector risk. Linear regression analyses revealed the significant variables that provide guidelines for managing the industry’s future

Exploring South Africa’s ‘black diamonds’ at live music performances

Problem under investigation: This exploratory study fills a gap in the literature by profiling ‘black diamonds’, the South African up-and-coming middle-class market, at live music concerts. Design, methodology and approach: A destination-based survey at five concerts in South Africa in 2012 extracted a sample of 164 black diamond attendees from the rest of the audience. The attendance motives of this sample were used to identify different market segments within the sample. Findings and implications: Factor analysis identified five key motives and five key management factors for a memorable experience, and a cluster analysis found three types of black diamond concertgoers: Enthusiasts, Sentimentalists and Novices. The three clusters differed significantly in terms of their socio-demographic and behavioural characteristics, and especially in terms of what they regarded as important for a memorable experience at a live concert. These results will enable managers to package live concerts accordingly in order to develop this market in South Africa. The research emphasises that attendees at live concerts cannot be regarded as homogeneous in terms of their profiles, needs and preferences

From jazz notes to bank notes: The determinants of spending by black music festival attendees

Diamonds and Dorings Music Festival is used as a strategy to increase attendee numbers and associated spending to boost the economy of Kimberley and Northern Cape Province. The festival attracts mostly the Black Diamond market, a term coined to describe South Africa’s black middle-class people. In the festival context, the Black Diamonds can be regarded as a niche and emerging market that is growing in the South African economy. Unfortunately, to date, limited research has focused on the needs and spending power of this market at music festivals. To fill this gap, this research identified the determinants of the festival attendees’ spending. A visitor survey was conducted at the festival in 2015 where 367 questionnaires were administered. A linear regression analysis identified the determinants of attendee spending that included a higher number of tickets purchased, all spending components, being a local resident, staying with family and friends, staying in a guest house or B&B and hearing about the festival on the radio. These determinants have a significant influence on respondents’ behaviour to spend more money when attending the festival. Marketers and organisers of Diamonds and Dorings should focus on these determinants to influence higher spending at the festival in future

First-time versus repeat visitors: the Volksblad Arts Festival

This article focuses on the differences and/or similarities between first-time and repeat visitors at the Volksblad Arts Festival as an alternate approach to market segmentation. The research was conducted by means of a visitor survey, during which 397 questionnaires were administered. Two-way frequency tables and chi-square tests were used to compare first-time and repeat visitors based on socio-demographics, behavioural characteristics, overall satisfaction with the festival and the type of shows/productions attended. The results indicate differences that could affect the sustainability and future of the festival. These differences should be considered as determinants when the festival programme is designed and marketed

Music event tourism as a means to encourage local travel : the case of the World Choir Games, South Africa

Events offer destinations the opportunity to showcase unique local resources and despite the challenges posed to this niche market, it can serve as part of post-COVID-19 recovery. Music events present experiences centred around unique local culture and serve the trend toward growth in domestic tourism. However, there is a dearth of literature on music event tourism from the Continent despite Africa being known for its rich cultures and popularity of music. Although a globally popular musical style, choir events are also underrepresented in the literature. This article describes local spectator segments of the World Choir Games held in South Africa, a first for the African continent, to identify the factors that drive positive perceptions of the host as a music event tourism destination. Data was collected from 350 spectators and segmentation carried out using cluster analysis. Results indicated two groups of spectators: Avid Exploring Supporters and Experienced Particular Supporters. Though the groups differ in motivations and experiences, both can contribute to sustaining this nichehttps://www.ajhtl.comMarketing Managemen

Identifying the ‘big spenders’ at a national arts festival

This article aims to apply expenditure-based segmentation to visitors to the Klein Karoo National Arts Festival. Surveys conducted at the Festival from 2005 to 2011 and ANOVA analyses were used to divide the visitors into low, medium and high spenders based on total expenditure. Results show that the high-spending market at the Festival was distinguishable from the other segments on the basis of their longer length of stay, older age, and higher income. The results can assist festival organisers and marketers in future development and marketing strategies that allow for sustainable development

Hitting the right (memorable experience) notes : a typology of performers at the world choir games

Tourism destinations actively pursue hosting a portfolio of events regularly, aiming to establish themselves as distinct host destinations. All of these events take place in unique contexts, offering diverse experiences to participant groups. Music festivals and concerts have attracted the interest of researchers given the diversity of musical styles and target audiences. However, although being a globally popular musical style, choir events are underrepresented. This article describes participant segments of the World Choir Games held in South Africa; a first for the African continent. A postevent online survey was used to collect data from 384 performers. Psychographic variables were used to segment the groups (perceived event experiences, motivations, level of involvement and attachment, host city perceptions). Exploratory factor analysis identified two involvement, four motivational, and five event experience dimensions. Hierarchical cluster analysis distinguished between three groups labeled as Choristers, Exploring aficionados, and Followers. Across all segments, hedonia (enjoyment) remained the main motivator for participation. The first two segments had the same levels of involvement and attachment, as well as the desire to experience triumph and prestige associated with this world-class competition. However, participants who had a greater interest in enjoyment, destination exploration, mastery, and communitas, reported greater perceived experiences across all dimensions, and more positive host city perceptions. The third segment displayed significantly lower levels of motivation, experiences, and host city perceptions. The results highlight experience dimensions that warrant further investigation in the context of performers as opposed to audiences. This knowledge assists event organizers to adapt event marketing and program content for similar events.The National Research Foundation (NRF).http://www.cognizantcommunication.comam2023Marketing Managemen

Determining the impact of green management policies on hotel performance: A manager’s perspective.

This paper examines the possibility of a link between green management policies and hotel performance in two Sub-Saharan developing countries from the manager’s perspective. The impact of green management policies on hotel performance has raised ongoing debates in which no conclusive positions have been arrived at. Green management policies, regulations, and goals in hotels are to some extent formulated in response to genuine environmental concerns of stakeholders who include (internal stakeholders) customers, employees, shareholders, owners, suppliers, and (external stakeholders) academics, government agencies and competitors (Weng et al., 2015:4997). The research design used to carry out this study was a multiple case study based on its appropriateness to assist the researcher to determine the impact of green managemnt policies on the performance of hotels. This study was carried out on the assumption that managers in hotels have an understanding of the views of the stakeholders as they exert pressure on the hotel to formulate policies to become green. Qualitative research was employed in order to gain a rich understanding of the impact of green management policies on hotel performance. Interviews were carried out on three star hotels. Content analysis was performed to process the data which were displayed in tables accompanied with some descriptive narrative. The interviews revealed that in most hotels green management policies are unavailable, suggesting that there is a lack of awareness, yet green initiatives are being implemented in the hotels, mainly to save resources and for cost reduction. The study revealed that only a few managers in the hotels that were studied have formulated green management policies. Some of the performance factors that emerged from the study include cost reduction, employee edification, and business competitiveness. This study determined the impact of green management policies on hotel performance from the perspective of the manager in the countries that were studied. The study made a distinct contribution to the literature by identifying the perceptions of hotel managers with regard to the implementation of green management policies