Segmentation by genres: the case of Aardklop National Arts Festival

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dc.contributor.author 10188908 - Ellis, Susanna Maria
dc.contributor.author Kruger, Martinette
dc.contributor.author Saayman, Melville
dc.date.accessioned 2012-10-22T09:49:05Z
dc.date.available 2012-10-22T09:49:05Z
dc.date.issued 2011
dc.identifier.citation Kruger, M. et al. 2011. Segmentation by genres: the case of Aardklop National Arts Festival. International journal of tourism research, 13(6):511-526. [http://onlinelibrary.wiley.com/journal/10.1002/%28ISSN%291522-1970/] en_US
dc.identifier.issn 1099-2340
dc.identifier.issn 1522-1970 (Online)
dc.identifier.uri http://hdl.handle.net/10394/7537
dc.description.abstract The purpose of this study was to distinguish between genre supporters and non-genre supporters at the Aardklop National Arts Festival. This was done to determine genre supporters' individual needs and wants so that effective marketing strategies can be developed and the festival programme can be designed to attract more genre supporters. Previous research indicated that the future of festivals is dependent on the number of show tickets sold and festivals therefore need to attract more genre supporters. To achieve this goal, a questionnaire survey (N = 495) was conducted, where afterwards independent t-tests were used to determine the differences between visitors who attend the different ticketed shows/productions and those who do not. Results showed that genre attendees and non-attendees differ significantly based on socio-demographic and behaviour characteristics, which gave a comprehensive profile of the two types of visitors at the festival. This method proved to be successful especially in increasing ticket sales. Marketing and management implications for effectively targeting genre supporters were also indicated. en_US
dc.description.uri http://dx.doi.org/10.1002/jtr.818
dc.language.iso en en_US
dc.publisher Wiley en_US
dc.subject Genre segmentation en_US
dc.subject t-test analysis en_US
dc.subject festivals en_US
dc.subject market profile en_US
dc.title Segmentation by genres: the case of Aardklop National Arts Festival en_US
dc.type Article en_US

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