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| Tekijä: | Kruger, M. Saayman, M. Ellis, S. |
| Otsikko: | Segmentation by genres: the case of the Aardklop national arts festival |
| Lehti: | International Journal of Tourism Research
2011 : NOV-DEC, VOL. 13:6, p. 511-526 |
| Asiasana: | tourism markets segmentation South Africa arts |
| Vapaa asiasana: | festivals genres |
| Kieli: | eng |
| Tiivistelmä: | This study aims at separating genre supporters from non-genre supporters at the Aardklop National Arts Festival in order to determine genre supporters' individual needs and wants as to enable the development of effective marketing strategies and to enable the design of the festival programme for attracting more genre supporters. In this study, a questionnaire survey (N=495) was performed, including afterwards independent t-tests to determine the differences btw. visitors attending the different ticketed shows/productions and those not attending. It is shown that genre attendees and non-attendees differ notably based on socio-demographic and behaviour characteristics. This gives a comprehensive profile of the two types of festival visitors. The method proved to be successful particularly for increasing ticket sales. |
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