Festival loyalty to a South African literary arts festival: action speaks louder than words!

2019 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Martinette Kruger
Keyword(s):  
South Africa ◽  
Structural Equation ◽  
Content Type ◽  
Behavioural Intentions ◽  
Arts Festivals ◽  
The Arts ◽  
Art Form ◽  
Arts Festival ◽  
Purchasing Behaviour ◽  
Literary Arts

Purpose The purpose of this paper is to fill the gap in the literature by focusing on the profile and loyalty of visitors to a literary arts festival in South Africa. In addition, this research advocates that festivals can influence visitors’ supplementary behavioural intentions and actions beyond loyalty in the form of literary arts appreciation, purchases and tourism. Design/methodology/approach A visitor survey was conducted at one of the oldest literary arts festivals in the country where a total of 391 completed self-administered questionnaires were obtained. The statistical analyses comprised three factor analyses (motives to attend the festival, satisfaction with the festival offering elements and behavioural intentions) as well as structural equation modelling, to establish the relationship between the motives, evaluation of the “festivalscapes”, behavioural intentions and loyalty. Findings The findings confirmed that literary arts festival loyalty is the principle behavioural intention that will occur after attending a literary arts festival. However, the results demonstrated that literary arts festivals also have the potential to increase and stimulate supplementary behavioural intentions in the form of greater awareness of the arts, increased purchasing behaviour of literary works, increased travel to support the literary arts and greater personal involvement. Practical implications Festivals, irrespective of the art form that they showcase, therefore, play a significant role in encouraging and increasing purchasing behaviour, which is vital to the viability and continuation of the arts industry. Originality/value This is one of the first studies to research the literary arts festival market in South Africa, thereby making a distinct contribution by expanding the literature on the needs of this neglected market and the aspects that influence loyalty to these types of festivals.

scholarly journals Who spends and who does not: Clustering visitors at a national arts festival

2011 ◽  
Vol 42 (1) ◽  
pp. 9-16 ◽  
Author(s):  
M. Saayman ◽  
A. Saayman ◽  
E. Slabbert
Keyword(s):  
South Africa ◽  
Literature Review ◽  
Marketing Strategy ◽  
Chi Square ◽  
Ticket Sales ◽  
Arts Festivals ◽  
The Arts ◽  
Chi Square Test ◽  
Arts Festival ◽  
First Time

The Grahamstown National Arts Festival is the oldest National Arts Festival in South Africa and was founded in 1974. This celebration of the arts takes place over a period of eleven days with the main festival running over eight days, which also makes it the longest (in terms of number of days) arts festival in the country. The literature review revealed that high spenders at arts festivals are also the visitors who buy the most show tickets. The success of these events is determined by ticket sales and not necessarily by the number of visitors. Therefore, the purpose of this paper is to determine who the high spenders at the Grahamstown National Arts Festival are. Data obtained during the festival in 2008 by means of a questionnaire survey (N=446) was statistically analysed by means of K-means clustering, Pearson‟s chi-square test and ANOVAs. Results indicated two clusters, namely high and low spenders and can assist festival organisers in developing a more focused marketing strategy and festival programme. This was the first time that K-means clustering was applied to festival data in South Africa.

scholarly journals Future of the arts festivals: do the views of managers and attendees match?

2019 ◽  
Vol 11 (1) ◽  
pp. 105-126
Author(s):  
Mervi Luonila ◽  
Maarit Kinnunen
Keyword(s):  
Planning Process ◽  
Future Research ◽  
Content Type ◽  
Arts Festivals ◽  
The Arts ◽  
Future Success ◽  
Key Characteristics ◽  
Arts Festival ◽  
The Relationship

Purpose To make sense of the relationship between the festival attendance and the aims in arts festival management, the purpose of this paper is to explore the key characteristics for success and analyze the perceptions of the future in arts festival productions. Design/methodology/approach This qualitative study uses interviews with festival managers and empathy-based stories (MEBS) written by members of festival audience. Discourse analysis is employed for answering the questions: What are the characteristics of a successful festival, and what could ruin it? Findings The paper highlights the importance of interaction with the audience orchestrated by the festival organization. Such interaction co-constructs a more holistic festival experience valued by both parties, which supports the sustainability and future success. Research limitations/implications The research data are limited to one country, and music festivals dominate the data. Practical implications Among managers, there is a need to consider audiences as consumers and as producers in the current competitive climate in the arts and cultural field and clarify the role of the audience as a partner in the networked festival production by placing the attendee at the core of the strategic planning process of arts festivals. Originality/value The research combines the views of the demand-and-supply side. It adds to the knowledge in arts and festival management by exploring the relationship between attendance and the aims of arts festival management in general, and the key characteristics of success in the arts festival context in particular. MEBS offers new interesting opportunities for future research in qualitative festival research.

Positioning maps: a conjoint analysis tool for festival or event application

2017 ◽  
Vol 3 (4) ◽  
pp. 424-441
Author(s):  
Cine van Zyl
Keyword(s):  
Competitive Advantage ◽  
Conjoint Analysis ◽  
Correspondence Analysis ◽  
Analysis Tool ◽  
Attribute Importance ◽  
Content Type ◽  
Arts Festivals ◽  
The Arts ◽  
Arts Festival ◽  
Ticket Prices

Purpose The purpose of this paper is threefold: first, to describe a novel tool (conjoint analysis (CA)) for application by explaining the theory behind it; second, how the tool was developed; and third, how it can be used to ensure an optimal festival/event offering. In this way, the research needed on the individual behavioural and psychological factors of the events-tourism sector are addressed. Design/methodology/approach Planned events in this case the three largest arts festivals in South Africa (SA) (in Potchefstroom – Festival A, Grahamstown – Festival B and Oudtshoorn – Festival C) were studied. Five different attributes – festival brands, ticket prices, entertainment activities, food and beverages and transport to venues – were developed to describe arts festivals. The data were analysed using CA. CA was used in a linear regression model with individual ratings for each arts festival product. In addition, two techniques often used as complementary to and in conjunction with CA, namely, cluster and correspondence analysis were also used. K-means clustering constructed a four-factor solution, which categorised and labelled the attributes as, brand-, price-, activity- and transport-sensitive. The software package STATISTICA used the results for the correspondence analysis to draw maps between the arts festivals and attribute importance, age groups and festival attributes, arts festivals and language. Findings Festival A and B preferred the attribute level quality music, whilst Festival C preferred quality performances on the attribute entertainment. On the attribute refreshments, Festivals B and C preferred value for money and Festival A, a wide variety of good quality refreshments. On the attributes transport and ticket prices, all three festivals agreed for safe and secure parking and at the same price. Research limitations/implications This paper demonstrates, by applying the recommended tool, how it can be used to distinguish festivals/events in an overcrowded SA market with the possibility of providing a competitive advantage. In that all three festivals researched preferred the attribute festival brand held in the region which destination marketing organisations (DMOs) can use to their advantage. Practical implications This paper demonstrates, by applying the recommended tool, how it can be used to distinguish festivals/events in an overcrowded SA market with the possibility of providing a competitive advantage. In that all three festivals researched preferred the attribute festival brand held in the region which DMOs can use to their advantage. Originality/value The description of the development of the model could illustrate how market positioning (by way of revitalizing older theories), in the arts festival context can be approached to ensure an optimal arts festival offering. By so doing the paper strives to make an academic contribution.

Predicting behavioural intentions of Craft Beer Festival attendees by their event experience

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Uwe Peter Hermann ◽  
Craig Lee ◽  
Willem Coetzee ◽  
Liezel Boshoff
Keyword(s):  
South Africa ◽  
Structural Equation ◽  
Design Methodology ◽  
Past History ◽  
Critical Factors ◽  
Content Type ◽  
Behavioural Intentions ◽  
Sports Events ◽  
Craft Beer ◽  
Equation Modelling

Purpose The purpose of this paper is to contribute to the event experience literature by examining the effects of Craft Beer Festival attendee’s event experience on their satisfaction and behavioural intentions. The study also investigates whether these relationships are moderated by the attendee’s past history with the festival and the distance they have travelled to attend the event. Design/methodology/approach The theoretically derived model was tested on a sample of 354 attendees of the Capital Craft Beer Festival in Pretoria, South Africa. Partial least squares structural equation modelling was used to analyse the data. Findings The results indicated that only affective engagement positively influences attendee’s satisfaction, which, in turn, positively influences attendee’s intentions to revisit and recommend the beer festival. The authors found no evidence of the effects of cognitive and physical engagement and experiencing novelty on event satisfaction and no moderating effect of previous attendance and distance travelled to the event. Originality/value The findings advance the knowledge base in the field of a gastronomic event experience regarding critical factors that affect event satisfaction which, to date, have only been tested on sports events.

The art of tastings: enhancing the arts festival experience

2018 ◽  
Vol 9 (3) ◽  
pp. 246-265 ◽  
Author(s):  
Armand Viljoen ◽  
Martinette Kruger ◽  
Melville Saayman
Keyword(s):  
The Body ◽  
Sparkling Wine ◽  
Content Type ◽  
Body Of Knowledge ◽  
Arts Festivals ◽  
The Arts ◽  
Art And Culture ◽  
Arts Festival ◽  
First Time ◽  
Practical Implications

PurposeThe role and importance of arts festivals are well documented within the festival and events literature. Art and culture, as well as the subsequent enhancement thereof, are especially significant in multicultural societies. However, little is known regarding the role of culinary experiences within an arts festival setting. The paper aims to discuss these issues.Design/methodology/approachThe case study was a well-known and popular Afrikaans national arts festival held annually in Potchefstroom, South Africa. Visitors to three distinct tasting experiences (brandy, whisky and sparkling wine, including Méthode Cap Classique), offered as part of the festival programme, were surveyed.FindingsIn the analyses, 292 completed questionnaires were included, which revealed three managerial factors for a successful tasting experience, as well as six tasting experience dimensions. In all cases, the experiences exceeded the expectations. This research greatly contributes towards the body of knowledge regarding tasting experiences at national arts festivals, an aspect that has not been researched to date.Practical implicationsBased on the results, practical implications are provided to enhance the current tasting experiences as well as visitor loyalty. This research is a stepping stone towards understanding the needs and preferences of the visitors, as well as identifying how the festival can capitalise on delivering these experiences.Originality/valueThis research identified for the first time the factors that contribute to a memorable tasting experience, as well as evaluated the tasting experience dimensions.

scholarly journals Gender as moderator of the influence of tourists’ risk perception on destination image and visit intentions

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Rita Rosa Carballo ◽  
Carmelo Javier León ◽  
María Magdalena Carballo
Keyword(s):  
Gender Differences ◽  
Risk Perception ◽  
Risk Perceptions ◽  
Structural Equation ◽  
Group Analysis ◽  
Destination Image ◽  
Content Type ◽  
Behavioural Intentions ◽  
Consumption Decisions ◽  
The Impact

Purpose This paper aims to study the influence of gender on the theoretical and empirical relationships between tourists’ risk perceptions and both destination image and behavioural intentions. Design/methodology/approach An empirical study was carried out with potential tourists at home in Germany and the UK considering travelling to Spain, Egypt, Morocco, Brazil, Colombia and Indonesia. Data were analysed using structural equation modelling with multi-group analysis. Findings Results show that gender moderates the theoretical relationships between risk perception and both destination image and behavioural intentions. Risk perception is higher for women than for men and depends on the type of risks and the characteristics of the destination. Women are more likely than men to reduce their visit to a destination whenever there is an increase in their risk perceptions. However, the influence of risk perception on destination image is higher for men than for women. Thus, results prove there are significant gender differences in the theoretical relationships between risk perceptions and destination image and visiting intentions. Originality/value This paper provides new evidence on the gender differences in risk perceptions in tourism and their impact on destination image and visiting intentions, showing that whenever there are higher risks at a tourist destination women do change more than men their behavioural intentions. The results are useful for designing risk management and promotion policies at destinations that avoid the masculinisation bias, thereby considering the impact of gender differences on travel behaviour and consumption decisions.

Insight into online teaching behaviour of lecturers in Zimbabwean universities during the COVID-19 era and beyond: issues and challenges

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Norman Rudhumbu ◽  
Wilson Parawira ◽  
Crispen Bhukuvhani ◽  
Jacob Nezandoyi ◽  
Cuthbert Majoni ◽  
...  
Keyword(s):  
Gender Differences ◽  
Significant Influence ◽  
Structural Equation ◽  
Online Teaching ◽  
Teaching And Learning ◽  
Policy And Practice ◽  
Content Type ◽  
Behavioural Intentions ◽  
Teaching Behaviour ◽  
University Lecturers

PurposeThis study aims to establish the online teaching behaviour of university lecturers as well as examine issues and challenges for online teaching in universities in Zimbabwe during the COVID-19 era and beyond.Design/methodology/approachThe study assumed a quantitative approach that employed a structured questionnaire for data collection. Structural equation modelling using AMOS version 22 and independent samples t-test were used for data analysis. Confirmatory factor analysis was used for data purification.FindingsThe results of the study showed that organisational factors, technological factors, pedagogical factors, student factors and the gender of lecturers have a significant influence on the behavioural intentions of lecturers to teach online. The results also showed that the behavioural intentions of lecturers to teach online has a significant influence on the actual online teaching behaviour of the lecturers. The results also showed that lecturers mostly used the WhatsApp platform for teaching. Issues and challenges affecting the online teaching behaviour of lecturers in universities in Zimbabwe were also identified.Research limitations/implicationsThe results of this study have implications for policy and practice with regard to online teaching and learning during periods of pandemics and beyond.Practical implicationsThe results showed that for effective teaching to be done in universities, universities should not continue focusing on single platforms such as blackboard, Moodle and others, but should allow for a multimedia approach that factors in platforms such as WhatsApp, Google Classroom and others. This will ensure that even universities with limited technology infrastructure will be able to have online teaching occurring.Social implicationsThe study demonstrated the influence of gender in online teaching by showing that there are gender differences in the way university lecturers conduct online teaching. This also has implication on teaching and policy as these results demonstrate a need for universities to come up with strategies and policies that ensure despite gender differences, university lecturers should be able to effective teach online.Originality/valueWhile the unified theory of acceptance and use of technology has been widely used in research, the current study represents the first opportunity that the theory has been used to establish the online teaching behaviour of university lecturers in the context of Zimbabwe.

Examining fan engagement through social networking sites

2019 ◽  
Vol 20 (1) ◽  
pp. 163-183 ◽  
Author(s):  
Thiago Oliveira Santos ◽  
Abel Correia ◽  
Rui Biscaia ◽  
Ann Pegoraro
Keyword(s):  
Social Networking ◽  
Psychometric Properties ◽  
Social Networking Sites ◽  
Structural Equation ◽  
Equation Model ◽  
Content Type ◽  
Behavioural Intentions ◽  
Expert Review ◽  
Multi Stage ◽  
Fan Engagement

PurposeThe purpose of this paper is to conceptualise and measure the construct of fan engagement through social networking sites (SNS).Design/methodology/approachA multi-stage procedure was completed to validate the proposed fan engagement through SNS model with three first-order constructs (fan-to-fan relationships, team-to-fan relationships and fan co-creation). First, a preliminary analysis of the proposed items to capture fan engagement through SNS was conducted through expert review. Second, an assessment of item reliability and construct validity was completed using confirmatory factor analysis (CFA). Finally, CFA and subsequent structural equation model were conducted to review the psychometric properties and to test the relationships between the proposed construct with online and offline behavioural intentions.FindingsThe results indicate good psychometric properties of the constructs of fan-to-fan relationships, team-to-fan relationships and fan co-creation, and these three constructs were significantly related with the second-order construct of fan engagement through SNS. Additionally, the construct of fan engagement through SNS was significantly related to both online and offline behavioural intentions.Practical implicationsThese findings suggest that teams should use SNS to interact with fans, to allow fans to share experiences and to involve fans in co-creation processes aimed at increasing engagement and subsequent positive behavioural intentions towards the team.Originality/valueThis study extends previous research by measuring fan engagement through SNS as a multidimensional construct, and testing its predictive effect on fans’ online and offline behavioural intentions. Several suggestions for future studies and strategies for increasing fan engagement can be drawn from this study.

Predicting FinTech innovation adoption in South Africa: the case of cryptocurrency

2019 ◽  
Vol 11 (1) ◽  
pp. 30-50 ◽  
Author(s):  
Last Mazambani ◽  
Emmanuel Mutambara
Keyword(s):  
South Africa ◽  
Emerging Markets ◽  
Structural Equation ◽  
Consumer Behaviour ◽  
Behavioural Intention ◽  
Adoption Studies ◽  
Cross Sectional ◽  
Content Type ◽  
Financial Innovations ◽  
Intention To Adopt

Purpose Financial technology innovation within the developed world is driving financial markets, yet its adoption is lagging among consumers in emerging markets. At the same time, most African economies continue to be at the tail end of global financial innovations adoption. Given lagging consumer adoption of cryptocurrency in South Africa, the purpose of this paper is to apply the theory of planned behaviour (TPB) to predict behavioural intention to adopt cryptocurrency. Design/methodology/approach A survey instrument based on the TPB was used to collect quantitative data for predicting adoption from adult distance students at the Mancosa, Cape Town campus. For data analysis, the two-step structural equation modelling approach was used. Findings The findings indicate that attitude and perceived behavioural control positively impact the intention to adopt cryptocurrency. Subjective norm showed a negative non-significant influence. Overall, the results of the study show that the model has a good model fit and can be used to explain the theory. Research limitations/implications The results of this study may not be generalisable to the wider population as it is only based on a cross-sectional study of a sample of adult students at a single institute in South Africa. Originality/value The contribution of this paper is threefold: it is one of a few studies on the behavioural intention to adopt cryptocurrency in South Africa using the TPB model, it contributes towards the use of predictive behavioural economics models in understanding consumer behaviour critical to accelerating the adoption of financial innovations, and the results of the study also inform behaviour change strategies that can be applied by practitioners or policymakers to improve adoption. Studies of this nature may lead to the development of financial innovation in emerging markets through a nuanced understanding of consumer behaviour.

Sign in / Sign up

Export Citation Format

Share Document