dc.contributor.author | Kruger, M. | en_US |
dc.contributor.author | Saayman, M. | en_US |
dc.contributor.author | Ellis, S.M. | en_US |
dc.date.accessioned | 2012-02-29T09:51:57Z | |
dc.date.available | 2012-02-29T09:51:57Z | |
dc.date.issued | 2010 | en_US |
dc.identifier.citation | Kruger, M. et al. 2010. Does loyalty pay? First-time versus repeat visitors at a national arts festival. Southern African business review, 14(1):79-104 [http://hdl.handle.net/10520/EJC92901] | en_US |
dc.identifier.issn | 1561-896X | en_US |
dc.identifier.issn | 1998-8125 (Online) | en_US |
dc.identifier.uri | http://hdl.handle.net/10394/6115 | |
dc.identifier.uri | http://journals.co.za/content/sabr/14/1/EJC92901 | |
dc.identifier.uri | http://hdl.handle.net/10520/EJC92901 | |
dc.description.abstract | The aim of this research is to segment visitors to one of South Africa’s
biggest arts festivals based on the frequency of visits in order to
distinguish between
fi
rst-time and repeat festival attendees. Both
fi
rst-time and repeat visitor groups play a fundamental role in the
overall well-being and success of a festival, and festival organisers
must strive to achieve a balance between
fi
rst-time and repeat
visitors. Festival managers should therefore be aware of the festival
attributes that di
ff
erentiate between the
fi
rst-time visitor group
and repeat visitors attending the festival. These di
ff
erences include
socio-demographics, behavioural characteristics, destination
perception, perceived value and tr
avel motivations. This article
therefore compares
fi
rst-time and repeat visitors to the Klein Karoo
National Arts Festival based on these categories. A questionnaire
survey (N = 555) was conducted at the festival, and the
fi
ndings
indicate that there are signi
fi
cant di
ff
erences between
fi
rst-time and
repeat visitors at the festival. First-time visitors spend a signi
fi
cant
amount of money during the festival and are mainly motivated
by
Relaxation and socialisation
and
Festival shows/productions,
while repeat visitors are loyal visitors who stay longer and spend
more money, especially on tickets supporting the festival’s shows/
productions. Results reveal that both
fi
rst-time and repeat visitor
groups are important for the long-term sustainability of the festival.
T h is m e t h o d o f s e g m e n t a t i o n h a s p r o v e d t o b e su c c essf ul a n d is us e d
as the basis for proposing managerial and marketing implications
for the festival organisers | |
dc.publisher | University of South Africa | en_US |
dc.title | Does loyalty pay? First-time versus repeat visitors at a national arts festival | en_US |
dc.contributor.researchID | 10188908 - Ellis, Susanna Maria | |