scholarly journals Finding the key to success: A visitors' perspective at a National Arts Festival

2012 ◽  
Vol 12 (1) ◽  
Author(s):  
M. Saayman ◽  
M. Kruger ◽  
J. Erasmus
Keyword(s):  
Factor Analysis ◽  
Success Factors ◽  
Need Satisfaction ◽  
Chi Square ◽  
Key Success Factors ◽  
General Evaluation ◽  
Arts Festivals ◽  
The Arts ◽  
Different Types ◽  
Arts Festival

Purpose and/or objectives: The purpose of this article was to segment festival visitors at the Klein Karoo National Arts Festival (KKNK) based on their travel motives and their ratings of the Key Success Factors (KSFs) in terms of their festival experience. Problem investigated: Previous research has indicated that the success and sustainability of an arts festival is dependent on the number of tickets sold for shows and productions during the festival. Therefore, success depends on attracting visitors who attend and buy tickets for different types of shows and productions. To achieve this festival organisers need to understand the aspects that visitors regard as satisfying their needs and which create a unique festival experience. Methodology: A survey was conducted using a questionnaire at the festival. A total of 450 questionnaires were administered and 443 completed questionnaires were included in the analysis. Factor analysis was used to identify visitors' motivation to travel to and attend the KKNK. Cluster analysis followed the factor analysis to segments visitors based their identified travel motives. ANOVAs, Chi-square tests, two-way frequency tables and Tukey's multiple comparisons were conducted to investigate and determine any significant differences between the clusters based on demographics, behavioural variables and KSFs. Analysis and interpretation of findings: The findings of this study revealed that the travel motives that are important to visitors to the arts festival are: Festival Attractiveness, Novelty and Escape and Socialisation. Furthermore, different markets have different travel motives, clustered as Escapists, Festival Junkies and Culture Seekers. These different clusters have different tastes and needs, for example the Culture Seekers are more interested in Rock shows and all three clusters enjoy Drama, Music Theatre and Cabaret and Comedy shows and productions. Different markets also focus on different KSFs that influence their experience of the event. Escapists rated Venues and Shows and Stalls as the most important KSF in managing the festival, whereas Festival Junkies and Culture Seekers rated Safety and Personnel and Shows and Stalls as the most important. The value of the research: This research provides several insights. First, travel motives are a good base or foundation for segmenting visitors to arts festivals. Hence, it is important to have an in-depth understanding of why visitors attend the arts festival and what they expect to experience at the arts festival. Second, this research makes a contribution to the literature around travel motives, market segmentation, festival management and need satisfaction. Finally, the results show that festival organisers cannot base their planning on a general evaluation of visitors, but that different markets have different needs and also regard different factors are important to their overall experience. Conclusion: This research can help festival organisers understand what visitors want to experience at an arts festival and how they want to experience it.

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.

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

2011 ◽  
Vol 28 (1) ◽  
pp. 81 ◽  
Author(s):  
Melville Saayman ◽  
Martinette Kruger ◽  
Joffrey Erasmus
Keyword(s):  
South African ◽  
Success Factors ◽  
Tourism Industry ◽  
Visitor Experience ◽  
Technical Aspects ◽  
Key Success Factors ◽  
Security Services ◽  
Arts Festivals ◽  
Arts Festival ◽  
Minimal Research

The event industry, in particular arts festivals, is one of South Africas 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 Africas 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.

Relational Benefits Analysis of Credit-Delivering Services for Small and Medium Enterprises in Indonesia

2014 ◽  
Vol 9 (1) ◽  
Author(s):  
Tatik Suryani
Keyword(s):  
Factor Analysis ◽  
Relationship Marketing ◽  
Success Factors ◽  
Small And Medium Enterprises ◽  
Social Benefits ◽  
Key Success Factors ◽  
Relational Benefits ◽  
Medium Enterprises ◽  
Item Scale

Relationship marketing is one of key success factors for maintaining customersfor the long term, and for establishing business competitive advantage. In thedelivery of credit to small and medium enterprises (SMEs), banks need to buildrelationships with the SME clients.  To formulate effective marketing strategiesin credit services, banks should know the SMEs preferences in terms of relational benefits. The objective of this study is to explore the relational benefits sought bythe SME clients from the banks as these SMEs apply credit for developing theirbusiness.  In Indonesia, SMEs are located in three different regions. Another objective is to determine the differences among the three regions in terms of the relational benefits sought. A total of 265 entrepreneurs from three regionsparticipated in the survey.  The factor analysis results show consistency with theprevious studies. The 15-item scale yield three benefit factors sought by SMEsincluding: confidence benefits (50, 46 %), social benefits (11, 16%), and specialtreatment benefits (7, 87%). The variance analysis show significant differences inthe three benefit factors sought by SMEs across the regions. This suggests thatbanks’ delivery of credit services to SME should consider these differences. Keywords - Marketing, relational benefits, confidence benefits, social benefits, specialtreatment benefits, Indonesia

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.

scholarly journals Attributes of Entreprenuers at an Arts Festival

2009 ◽  
Vol 2 (1) ◽  
pp. 17 ◽  
Author(s):  
M Saayman ◽  
M Douglas ◽  
S De Klerk
Keyword(s):  
South Africa ◽  
Factor Analysis ◽  
Data Analysis ◽  
Literature Review ◽  
Key Words ◽  
Small Businesses ◽  
Arts Festivals ◽  
Event Tourism ◽  
Arts Festival ◽  
The City

<p>The purpose of this article is to determine the attributes of entrepreneurs at festivals, in this case an arts festival. The reason for choosing an arts festival is that the largest festivals (judged by number of visitors and income generated) hosted in South Africa annually are arts festivals. A literature review revealed that this type of study had not previously been conducted in South Africa. In order to generate proper data, a survey was conducted of all small businesses that were trading at one of South Africa’s largest arts festivals, namely the Aardklop National Arts Festival, held annually in the city of Potchefstroom. 222 useable questionnaires were captured and the data analysis included a factor analysis and descriptive results. The main results reveal that the most important attributes are a need for achievement, being successful, having the necessary organising skills, selfedification, being explorative, and commitment.        </p><strong>Key words:</strong> entrepreneurs, arts festivals, event tourism, South Africa, attributes, Aardklop National Arts Festival

scholarly journals Market segmentation of visitors at three selected arts festivals in South Africa

2007 ◽  
Vol 7 (1) ◽  
Author(s):  
V. Pissoort ◽  
M. Saayman
Keyword(s):  
South Africa ◽  
Market Segmentation ◽  
Chi Square ◽  
Scarce Resources ◽  
Arts Festivals ◽  
The Arts ◽  
Scientific Approach ◽  
The Right ◽  
First Time ◽  
Visitor Numbers

Purpose: The purpose of this article is to examine the market segmentation of visitors at three Arts Festivals in South Africa. The Arts Festivals were Innibos, Oppikoppi and Volksblad.Problem investigated: The literature review clearly shows that, in order for marketers of festivals to use scarce resources effectively and efficiently, it is paramount to do market segmentation. The advantages of market segmentation lie in an increase in visitor numbers, better image, and by creating a competitive advantage to name but a few.Method of research: The research was conducted by means of structured questionnaires at the three arts festivals. The data was used to compile a profile of each Festival. The significance of the correlation between the three Festivals and their profiles were tested by using effect sizes and Chi-square. A sample size of 452 questionnaires for Volksblad, 573 questionnaires for Innibos and 201 for Oppikoppi was used.Findings: The results show that the visitor profile variables that are significant for market segmentation purposes include:language; the province in which Festival attendees reside; days spent at the Festival; and the size of the travelling group.These results confirmed but also contradicted a number of similar studies conducted. The results also clearly showed the different profiles of each of the three arts festivals.Value of research: This was the first time such research was undertaken at smaller Arts Festivals in South Africa and is useful for planning and marketing purposes.Conclusion: Due to the increase in the number of festivals and events in South Africa as well as competition in general,marketers and organisers of these events and festivals are required to understand and target the right markets. Hence, this type of research is important and necessitates marketers and event organisers to follow a more scientific approach.

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 EXAMINING THE KEY SUCCESS FACTORS IN AFRICA BASED ON 3 ASPECTS: ADAPTATION, EFFICIENCY AND STRATEGIC POSITIONING FROM A SURVEY ON ENTREPRENEURS IN BURKINA FASO

2021 ◽  
Vol 3 (1) ◽  
pp. 1-9
Author(s):  
Nicolas Carbonell ◽  
Dr. Théophile Bindeouè Nassè ◽  
Dr. Mahamadi Nanéma
Keyword(s):  
Burkina Faso ◽  
Success Factors ◽  
Business Success ◽  
Strategic Positioning ◽  
Business Context ◽  
Key Success Factors ◽  
Different Types ◽  
Profit Performance ◽  
African Context ◽  
Main Factors

The main purpose of this paper is to examine the different types of factors in the African business context and in particular in the context of Burkina Faso, that can help companies to be successful. It is about the identification of the key successful factor among some main factors such as adaptation, efficiency and strategic positioning The data is from a survey on entrepreneurs in Burkina Faso, who attended the Africallia business meeting in 2018. The results show that the adaptation to the context is one of the main factors for business success. Thus, the suggestion is that companies should adapt to the African context in order to improve their profit, performance and thus gain a tremendous success. Keywords: Success Factors, Business, Companies, Adaptation, Efficiency, Strategic Positioning, Africa.

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