Thesis (M.Tech. - Tourism and PR Management, Dept. of Hospitality)--Vaal University of Technology. / The purpose of this study was to segment the various markets attending the Transvalia Open Air Show (Vaal Region) and the Cherry Festival (Free State). A comparison of the various segments enabled the researcher to identify key success factors with regard to market segmentation for tourism events to be implemented in the Vaal Region. It will also enable organisers to target the correct tourist market segments for both events and provide guidelines for improving the planning and marketing of events in both regions. This study therefore aimed to compare the market segments of two tourism events, the Cherry Festival. held in Ficksburg which is located in the Free State and the Transvalia Open Air Show, held in the Vaal Region. Questionnaires were distributed amongst visitors on the festival grounds as well as in areas surrounding the festival grounds. The study was based on availability sampling since only visitors who were willing to parttcipate in the survey completed the questionnaires. A total of 550 questionnaires was distributed, of which 472 were suitable for use. At the Transvalia Open Air Show 273 questionnaires were completed, of which 260 were usable. Students were trained by the researcher to assist in the survey. The questtonnaires were distributed on the show grounds. The data were used to compile graphs and tables so that a profile of each festival could be designed The variables that were the focal point of this study were gender, occupation, language, visitors' province of ongin, group size, number of days spent at these events and average spend. These results can contribute to better marketing and more targeted markets to create a larger number of attendants. The organisers can determine what type of entertainment, music and activities the attendants favour, so that all the elements of the event can then be marketed as a whole. Feedback also allows the organisers to improve the facilities and services available at the events.

A website with a good e-commerce design will positively influence a customer’s attitude, strengthen the trust of the customers towards the organisation, increase the satisfaction of the customer, draw consumers, and bring forth purchases/repeat purchases from them. The purpose of this study was to determine viable e-commerce opportunities for the Ficksburg Cherry Festival website. The study endeavoured to ascertain how the Ficksburg Cherry Festival could improve its website by identifying e-commerce opportunities for the Ficksburg Cherry Festival website. In this study a non-random self-administered survey approach was used where attendees were intercepted at the venue of the Ficksburg Cherry Festival and the exhibitors in their stalls. The existing Ficksburg Cherry Festival website was analysed for e-commerce features that are present and opportunities for further implementation of e-commerce features were identified with help from the attendees and exhibitors. The findings of this study presented a demographic profile and attendance characteristics of both the attendees and exhibitors, which the management team of the Ficksburg Cherry Festival can use to better market the festival using traditional and online communication for both attendees and exhibitors. The recommendations will assist the management of the festival to improve the website and to progress from a straightforward information-only website to a fully-developed e-commerce site, with positive effects for all the stakeholders. Similar South African festivals could find the research findings and recommendations of value for their own website development as well. / Business Management / M. Com. (Business Management)

A website with a good e-commerce design will positively influence a customer’s attitude, strengthen the trust of the customers towards the organisation, increase the satisfaction of the customer, draw consumers, and bring forth purchases/repeat purchases from them. The purpose of this study was to determine viable e-commerce opportunities for the Ficksburg Cherry Festival website. The study endeavoured to ascertain how the Ficksburg Cherry Festival could improve its website by identifying e-commerce opportunities for the Ficksburg Cherry Festival website. In this study a non-random self-administered survey approach was used where attendees were intercepted at the venue of the Ficksburg Cherry Festival and the exhibitors in their stalls. The existing Ficksburg Cherry Festival website was analysed for e-commerce features that are present and opportunities for further implementation of e-commerce features were identified with help from the attendees and exhibitors. The findings of this study presented a demographic profile and attendance characteristics of both the attendees and exhibitors, which the management team of the Ficksburg Cherry Festival can use to better market the festival using traditional and online communication for both attendees and exhibitors. The recommendations will assist the management of the festival to improve the website and to progress from a straightforward information-only website to a fully-developed e-commerce site, with positive effects for all the stakeholders. Similar South African festivals could find the research findings and recommendations of value for their own website development as well. / Business Management / M. Com. (Business Management)