Expenditure-based segmentation of visitors to Aardklop National Arts Festival
Bibliographic Data
| ID | 14960926 |
|---|---|
| Authors | Karin Botha (0000-0002-5714-0069, North-West University), Elmarie Slabbert (0000-0003-4311-6962, North-West University, corresponding author), Riaan Rossouw (0000-0003-1761-6488, North-West University), Pierre-Andre Viviers (0000-0001-6417-4059, North-West University) |
| Year | 2011 |
| Volume | 25 |
| Issue | 2 |
| Pages | 142-166 |
| Publication date | 2011-07-01 |
| Open Access | No |
| Type | ARTICLE |
| Venue | South African Theatre Journal (JOURNAL) |
| Journal identifiers | ISSN: 1013-7548 • E-ISSN: 2163-7660 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/10137548.2011.639168 |
| OpenAlex | W2006068732 |
| Language | EN |
| Citations received | 2 |
| References cited | 39 |
Competition in the festival market has important implications for South African arts/cultural festivals. To assist a festival to remain sustainable, market segmentation is an effective tool to divide existing and potential markets into homogenous groups based on meaningful characteristics. The aim of this article is to segment visitors (by using visitor expenditure as segmentation method) to one of South Africa's largest arts festivals, namely the Aardklop National Arts Festival held annually in Potchefstroom in the North West province. A questionnaire survey (N=1 671) was conducted annually at the festival and data from 2005 to 2008 were analysed. In the results four expenditure segments were identified and the analysis confirmed significant differences in socio-demographic and behavioural variables/characteristics between these different expenditure groups. Managerial and marketing implications are consequently proposed for the festival organisers
Advertising · Art · Business · Geography · Market segmentation · The arts · Visitor pattern · Visual arts · Sport and Mega-Event Impacts · Sports Analytics and Performance · Sports, Gender, and Society · Marketing
Festivalscapes and patrons' emotions, satisfaction, and loyalty
Determining Sample Size for Research Activities
Determinants of Market Competitiveness in an Environmentally Sustainable Tourism Industry
Social Assistance in Oecd Countries
Expenditure-based segmentation
First-time and repeat visitors to New Zealand
Positioning an island destination in the peripheral area of the Baltics
The segmentation of canary island tourism markets by expenditure
Determinants of recreational boater expenditures on trips
Determinants of length of stay
Perceived impacts of festivals and special events by organizers
Understanding travel expenditure patterns
Family expenditure on hotels and holidays
Analysis of Leisure Expenditures in the United States
Social Assistance in Southern Europe
Using 'Economic' Impact Studies in Arts and Cultural Advocacy
Arts Festivals and the City
| Citations per year | 0.33 |
|---|---|
| Citation span | 2020 - 2025 (6) |
| Highly cited | No |