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Market segmentation of visitors to Aardklop National Arts Festival: a correspondence analysis

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dc.contributor.author Botha, Karin
dc.contributor.author Slabbert, Elmarie
dc.date.accessioned 2012-11-07T12:20:20Z
dc.date.available 2012-11-07T12:20:20Z
dc.date.issued 2011
dc.identifier.citation Botha, K. & Slabbert, E. 2011. Market segmentation of visitors to Aardklop National Arts Festival: a correspondence analysis. Management dynamics: journal of the Southern Africa Institute for Management Scientists, 20(1):2-18. [http://www.journals.co.za/ej/ejour_mandyn.html] en_US
dc.identifier.issn 1019-567X
dc.identifier.uri http://hdl.handle.net/10394/7736
dc.description.abstract Increasing levels of competition in the festival market have important implications for the profitability and survival prospects of South African arts/cultural festivals. In order for a festival to be sustainable, market segmentation can be an effective tool to divide existing and potential markets into homogeneous groups based on meaningful characteristics that could be profitably targeted. Against this background, the primary objective of this study was to segment, by means of a correspondence analysis, visitors to one of South Africa's largest arts festivals, namely the Aardklop National Arts Festival. Age was used as the segmentation variable in order to distinguish between differences in socio-demographic and behavioural characteristics between different age groups. A questionnaire survey (n = 1 671) was conducted annually at the festival, and data obtained from 2005 to 2008 were used. The results confirmed the existence of significant differences between different age groups. Based on these results, managerial and marketing implications are proposed for the festival organisers. en_US
dc.language.iso en en_US
dc.publisher Southern African Institute for Management Scientists en_US
dc.title Market segmentation of visitors to Aardklop National Arts Festival: a correspondence analysis en_US
dc.type Article en_US


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