Thesis (M.Com. (Tourism))--North-West University, Potchefstroom Campus, 2008.

Thesis (M.A. (Tourism))--North-West University, Potchefstroom Campus, 2009.

The primary objective of this study was to determine the social impact of arts festivals with reference to the ABSA KKNK. This goal was achieved by firstly analysing the social impact phenomena and the role thereof in events tourism. Secondly, a literature study was conducted in order to examine events as tourism products. Thirdly the results of the empirical research were discussed. Lastly conclusions were drawn from the research and recommendations were made with regard to the social impact of events as well as further research. From the literature, social impact was defined as the changes in the norms and values of society that are more apparent in the short-term. It was noted that when tourists vacate to a specific destination, visible impacts are noticed. Events can however provide employment opportunities, promote international peace and pride, as well as promote educational and cultural experiences but it can also lead to increased levels of irritation, crime, drug and alcohol abuse and cultural change. These positive and negative impacts were measured in the questionnaire, as adapted from Fredline and it was therefore the objective of the questionnaire to measure whether the community is positive or negative towards the festival, and whether there were any differences in the social impact when comparing the results of 2006 and 2007. The questionnaires were distributed in the community of Oudtshoorn based on a stratified sampling method followed by a random sampling method. A total of 444 questionnaires were completed, 179 in 2006 and 265 in 2007. On a positive note respondents agreed on the following aspects in 2006 and 2007: the public money spent on the ABSA KKNK would be better spent on other things, media coverage of the ABSA KKNK promotes development in Oudtshoorn and the basic skill base for event management in Oudtshoorn has increased. On a negative note respondents agreed on the following aspects in 2006 and 2007: ordinary residents get no say in the planning and management of the festival and traffic congestion is a problem. The positive impact has increased from 2006 to 2007. Two factor analyses were performed to determine the social impact factors in order to determine differences in the social impact of 2006 and 2007. The first analysis resulted in nine factors which accounted for 56.85% of the total variance and were labeled as: community issues, damage to the environment, community activities, local business and community opportunities, pricing, public facilities, traffic, disturbances and visitors. The second analysis resulted in three factors that accounted for 44.22% of the total variance and were labelled according to similar characteristics which included: community opportunities, community problems and community image. Means and standards deviations were determined after which the effect sizes were determined to explore the differences between the social impact for 2006 and 2007 on the dimensions of the various factors as determined in the factor analysis. It is clear that a small effect (0.2-0.4) exists between 2006 and 2007 concerning local business opportunities (0.25), pricing of goods (0.24), community activities (0.35), public facilities (0.39) and community activities (0.48). There were therefore no huge differences in the social impact between 2006 and 2007. / Thesis (M.Com. (Tourism))--North-West University, Potchefstroom Campus, 2008.

The Klein Karoo National Arts Festival (KKNK) is one of the most popular arts festivals in South Africa, but ticket sales have alarmingly declined since 2005 resulting in the Festival already being in a decline phase of its product life cycle. This has a negative impact on the Festival's economic impact and future sustainability. It is therefore vital to increase the ticket sales in order for the Festival to maintain a steady growth rate. Market segmentation can assist the Festival's marketers/organisers to address this problem by identifying the high spending segment at the Festival since they stay longer and are keener to buy tickets supporting the Festivals shows/productions. Market segmentation is the process of dividing the festival market into smaller, more clearly defined groups that share similar, needs, wants and characteristics. The more detailed the knowledge of the needs and motives of potential visitors, the closer the Festival can get to a customised festival program creating greater satisfaction, long-term relationships, repeat visits and an increase in tickets supporting the shows/productions. The main purpose of this study was therefore to determine the spending behaviour of visitors the KKNK by means of establishing the determinants which influence visitor's expenditure and by applying expenditure-based segmentation in order to determine the high spending segment at the Festival. To determine the above goal, the study is divided into 2 articles. Research for both the articles was undertaken at the Festival and data obtained from 2005 to 2008 were used. Questionnaires were interview-administered and distributed randomly during the course of the Festival. In total 1940 questionnaires have been completed in the visitor survey since 2005. Article 1 is titled: "Socio-demographic and behavioural determinants of visitor spending at the Klein Karoo National Arts Festival." The main purpose of this article was to identify the various socio-demographic and behavioural determinants that influence visitor spending at the KKNK. This was done in order to determine which visitors spend most at the Festival and which determinants are most significant in determining their expenditure levels. A regression analysis was used as an instrument to achieve the mentioned goal. Results indicated that occupation, distance travelled, length of stay, the reason for attending the Festival and preferred type of shows/productions were significant determinants that influence the amount of money visitors spent at the Festival. These results generated strategic insights on marketing for the festival in order to increase visitor spending especially on purchasing more tickets for shows/productions. Article 2 is titled: "Expenditure-based segmentation of visitors at the Klein Karoo National Arts festival." The main purpose of this article was to apply expenditure-based segmentation to visitors at the KKNK in order to identify the high spending segment at the festival. An analysis of variance (ANOVA) was used to determine whether there were significant differences between the different expenditure groups. The Festival's market was divided into high, medium and low expenditure groups. Results revealed that the high spenders at the Festival were distinguishable from the low spenders based on their longer length of stay, older age, higher income, main reason to attend the Festival and preferred type of shows/productions. These results were used to compile a complete profile of the high spenders and how the Festival's appeal can be maximised in order to attract more high spenders. This research therefore revealed that certain socio-demographic determinants influence visitor's spending behaviour at the Klein Karoo National Arts Festival. There are further two distinct expenditure groups at the Festival, namely a high and low expenditure group. Knowledge of the determinants which influence visitor spending can be used in combination with the profile of the high spenders to maximise the Festival's appeal in order to attract more high spenders who buy tickets supporting the Festivals shows/productions. This will lead to an increase in ticket sales, a greater economic impact and ultimately to the continuous sustainability of the Klein Karoo National Arts Festival. / Thesis (M.A. (Tourism))--North-West University, Potchefstroom Campus, 2009.

The primary objective of this study was to determine the social impacts of arts festivals with reference to the KKNK and to make a comparison between the different cultures (white and coloured). This goal was achieved by firstly conceptualising culture. Secondly, a literature study was conducted in order to examine the social impacts of events. Thirdly the results of the empirical research were discussed, and lastly conclusions were drawn from the research and recommendations were made with regard to the social impacts of events, as well as further research. From the literature, social impacts were defined as the changes in the norms and values of society that are more apparent in the short-term. It was noted that when tourists vacate to a specific destination, visible impacts are notices. Events can, however, provide employment opportunities, promote international peace and pride, as well as promote educational and cultural experiences. It can also lead to increased levels of irritation, crime, drug and alcohol abuse and cultural change. These positive and negative impacts were measured by means of a questionnaire, as adapted from Fredline. The objective of the questionnaire is therefore to measure whether the community is positive or negative towards the festival, and whether there were any differences in the social impacts when comparing the results of the white and coloured communities. The questionnaire was distributed amongst the community members of Oudtshoorn, based on a stratified sampling method, followed by a random sampling method. A total of 258 questionnaires were completed, 110 from the white community and 148 from the coloured community. Two factor analyses were performed to determine the social impacts factors in order to determine differences in the social impacts on the white community and the social impacts on the coloured community. The first analysis resulted in eight factors and accounted for 58.1% of the total variance and was labelled as: community issues, negative impacts, everyday living, social opportunities, economic impacts, community rights, visitors and environmental impacts. The second analysis resulted in four factors that accounted for 59.54% of the total variance and were labelled according to similar characteristics which included: development opportunities, community involvement, motivational factors and social risks. Means and standards deviations had been determined, after which the affected sizes were determined to explore the differences between the social impacts on the white community and on the coloured community on the dimensions of the various factors as determined in the factor analysis. It is clear that there is a small affect (0.2-0.4) on the two communities. / Thesis (M.Com. (Tourism))--North-West University, Potchefstroom Campus, 2009.

Thesis (M.Com. (Tourism))--North-West University, Potchefstroom Campus, 2009.

Entrepreneurs are found globally in all industries. In the tourism industry, entrepreneurs feature strongly in the events sector. The purpose of this study is to determine the entrepreneurs' role at festivals and in this case a national arts festival. The literature revealed that this type of study has not previously been conducted in South Africa. The literature review indicates that arts festivals as income generating events can be seen as an entrepreneurial opportunity to maximise economic activity. Entrepreneurs play a vital role in the success of an event such as arts festival. Entrepreneurs initiate transformation and serve as catalysts of innovation. Entrepreneurs are important role players since they attract and retain visitors and contribute to forming cultural identity of the arts festival. In order to achieve the objective, a survey 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, was conducted. Two hundred and twenty two useable questionnaires were captured on Excel and the data analysis included a factor analysis and descriptive results. The questionnaire consisted of three sections: section A - demographical information - 7 questions; section B - information on the business - 8 questions; and section C - festival information - 6 questions. The main results reveal that the most important characteristics contributing to entrepreneurship are: a need for achievement, being successful, having the necessary organising skills, self-edification, being explorative, and commitment. The entrepreneurs indicated that they perceive their role at the arts festival to deliver unique, quality products and services and to market their businesses. The findings from this study contributes to the limited academic research on entrepreneurs at arts festivals and will be beneficial for arts festival organising committees to determine future strategies on including entrepreneurs at arts festivals. / Thesis (M.Com. (Tourism))--North-West University, Potchefstroom Campus, 2010.

The Klein Karoo National Arts Festival (KKNK) is one of the most popular arts festivals in South Africa, but ticket sales have alarmingly declined since 2005 resulting in the Festival already being in a decline phase of its product life cycle. This has a negative impact on the Festival's economic impact and future sustainability. It is therefore vital to increase the ticket sales in order for the Festival to maintain a steady growth rate. Market segmentation can assist the Festival's marketers/organisers to address this problem by identifying the high spending segment at the Festival since they stay longer and are keener to buy tickets supporting the Festivals shows/productions. Market segmentation is the process of dividing the festival market into smaller, more clearly defined groups that share similar, needs, wants and characteristics. The more detailed the knowledge of the needs and motives of potential visitors, the closer the Festival can get to a customised festival program creating greater satisfaction, long-term relationships, repeat visits and an increase in tickets supporting the shows/productions. The main purpose of this study was therefore to determine the spending behaviour of visitors the KKNK by means of establishing the determinants which influence visitor's expenditure and by applying expenditure-based segmentation in order to determine the high spending segment at the Festival. To determine the above goal, the study is divided into 2 articles. Research for both the articles was undertaken at the Festival and data obtained from 2005 to 2008 were used. Questionnaires were interview-administered and distributed randomly during the course of the Festival. In total 1940 questionnaires have been completed in the visitor survey since 2005. Article 1 is titled: "Socio-demographic and behavioural determinants of visitor spending at the Klein Karoo National Arts Festival." The main purpose of this article was to identify the various socio-demographic and behavioural determinants that influence visitor spending at the KKNK. This was done in order to determine which visitors spend most at the Festival and which determinants are most significant in determining their expenditure levels. A regression analysis was used as an instrument to achieve the mentioned goal. Results indicated that occupation, distance travelled, length of stay, the reason for attending the Festival and preferred type of shows/productions were significant determinants that influence the amount of money visitors spent at the Festival. These results generated strategic insights on marketing for the festival in order to increase visitor spending especially on purchasing more tickets for shows/productions. Article 2 is titled: "Expenditure-based segmentation of visitors at the Klein Karoo National Arts festival." The main purpose of this article was to apply expenditure-based segmentation to visitors at the KKNK in order to identify the high spending segment at the festival. An analysis of variance (ANOVA) was used to determine whether there were significant differences between the different expenditure groups. The Festival's market was divided into high, medium and low expenditure groups. Results revealed that the high spenders at the Festival were distinguishable from the low spenders based on their longer length of stay, older age, higher income, main reason to attend the Festival and preferred type of shows/productions. These results were used to compile a complete profile of the high spenders and how the Festival's appeal can be maximised in order to attract more high spenders. This research therefore revealed that certain socio-demographic determinants influence visitor's spending behaviour at the Klein Karoo National Arts Festival. There are further two distinct expenditure groups at the Festival, namely a high and low expenditure group. Knowledge of the determinants which influence visitor spending can be used in combination with the profile of the high spenders to maximise the Festival's appeal in order to attract more high spenders who buy tickets supporting the Festivals shows/productions. This will lead to an increase in ticket sales, a greater economic impact and ultimately to the continuous sustainability of the Klein Karoo National Arts Festival. / Thesis (M.A. (Tourism))--North-West University, Potchefstroom Campus, 2009.

The primary objective of this study was to determine the social impacts of arts festivals with reference to the KKNK and to make a comparison between the different cultures (white and coloured). This goal was achieved by firstly conceptualising culture. Secondly, a literature study was conducted in order to examine the social impacts of events. Thirdly the results of the empirical research were discussed, and lastly conclusions were drawn from the research and recommendations were made with regard to the social impacts of events, as well as further research. From the literature, social impacts were defined as the changes in the norms and values of society that are more apparent in the short-term. It was noted that when tourists vacate to a specific destination, visible impacts are notices. Events can, however, provide employment opportunities, promote international peace and pride, as well as promote educational and cultural experiences. It can also lead to increased levels of irritation, crime, drug and alcohol abuse and cultural change. These positive and negative impacts were measured by means of a questionnaire, as adapted from Fredline. The objective of the questionnaire is therefore to measure whether the community is positive or negative towards the festival, and whether there were any differences in the social impacts when comparing the results of the white and coloured communities. The questionnaire was distributed amongst the community members of Oudtshoorn, based on a stratified sampling method, followed by a random sampling method. A total of 258 questionnaires were completed, 110 from the white community and 148 from the coloured community. Two factor analyses were performed to determine the social impacts factors in order to determine differences in the social impacts on the white community and the social impacts on the coloured community. The first analysis resulted in eight factors and accounted for 58.1% of the total variance and was labelled as: community issues, negative impacts, everyday living, social opportunities, economic impacts, community rights, visitors and environmental impacts. The second analysis resulted in four factors that accounted for 59.54% of the total variance and were labelled according to similar characteristics which included: development opportunities, community involvement, motivational factors and social risks. Means and standards deviations had been determined, after which the affected sizes were determined to explore the differences between the social impacts on the white community and on the coloured community on the dimensions of the various factors as determined in the factor analysis. It is clear that there is a small affect (0.2-0.4) on the two communities. / Thesis (M.Com. (Tourism))--North-West University, Potchefstroom Campus, 2009.

Thesis (M.Com. (Tourism))--North-West University, Potchefstroom Campus, 2009.