145f. / Submitted by Suelen Reis (suziy.ellen@gmail.com) on 2013-05-08T17:20:26Z No. of bitstreams: 1 dissert_Carolina Petitinga.pdf: 1727969 bytes, checksum: 191042735ef5a4122a27f0953b682794 (MD5) / Approved for entry into archive by Alda Lima da Silva(sivalda@ufba.br) on 2013-05-08T19:03:38Z (GMT) No. of bitstreams: 1 dissert_Carolina Petitinga.pdf: 1727969 bytes, checksum: 191042735ef5a4122a27f0953b682794 (MD5) / Made available in DSpace on 2013-05-08T19:03:38Z (GMT). No. of bitstreams: 1 dissert_Carolina Petitinga.pdf: 1727969 bytes, checksum: 191042735ef5a4122a27f0953b682794 (MD5) Previous issue date: 2008 / Os festivais de música têm dado visibilidade às cidades e movimentado a economia local, através da geração de emprego e renda. Eles atraem investidores, empresas, visitantes e profissionais qualificados. Funcionam também como alternativas para a distribuição da música e servem de vitrine para novos talentos musicais. Muitas cidades tornam-se conhecidas e são incluídas no roteiro de férias de muitos turistas por conta dos festivais que realizam, alguns deles mundialmente famosos. Esta dissertação examina o significado desses festivais para o turismo, geração de emprego e renda, produção de música independente e marketing da cidade, através do estudo de caso do Festival de Verão Salvador. A partir da revisão da literatura especializada, de entrevistas qualificadas e de uma pesquisa amostral aleatória e estratificada realizada in loco, aplicou-se a metodologia padrão de estudos de impacto econômico de eventos. / Salvador

The ambiguous nature and the importance of ancient traditions adapting to modernization are very evident in the celebration of the winter carnivals held in Montreal between 1883 and 1889 and especially in Quebec City in 1894. In looking at the motivations of their organizers, it is possible to see a primarily economic goal: the attraction of large numbers of American tourists to help the local economy in the slow winter season by offering to them "cultural" spectacles of French and English Canada. According to the newspapers of the period, these new carnivals had no connection at all with the older cyclical and religious celebration of Carnival-Lent-Easter which were well-known and celebrated with enthusiasm in New France from the seventeenth century onwards. In fact the opposite was true. These events were seen as occasions for the amateur athletic clubs of the French and especially the English-speaking middle class of Quebec to put on spectacles of their winter sports like curling, snowshoeing and hockey. Along with this went the expectation of decorous behaviour within the limits of Victorian morality and an end to the traditional public drunkenness and boisterous behaviour traditionally associated with such occasions. The centrepiece of this event was the evening torch-light parade in and around the large ice palace, a tradition which the English speaking organizers of the five Montreal carnivals of the 1880's had borrowed from winter festivals of the Imperial Russian court. Paradoxically, this has survived to become one of most famous symbols of the present Carnaval de Quebec. The participation of middle class French Canadians and even the tacit support of the Catholic Church, one of the most persistent foes of the older carnival celebrations, both contributed immeasurably to the success of the new festival. This can be explained by three related phenomena: 1) A change in social mores in general between the beginning and the end of the nineteenth century gave the Church a large voice over the lives of French Canadians. 2) A greater process of regulation of the society, and especially the city, was reflected in and even responsible for the disappearance of several old community festivals of the past like the carnival. It is not yet possible to say conclusively whether the authorities suppressed these old festivals or whether the public simply abandoned them, though it appears to be a combination of both. 3) The economic transformation of the city of Quebec from a commercial centre to an industrial city, with the consequent social changes. Thus the study of the carnival raises cultural and social questions. By studying the history of the changes in the observance of the carnival and in who observed its celebration, it is possible to understand a little more about the mentality of the urban population of the time and to begin to understand their responses to the other changes taking place in the society around them. / Arts, Faculty of / History, Department of / Graduate

Généralement analysé sous son angle économique, touristique ou culturel, le festival est rarement appréhendé comme un objet relationnel. Le présent mémoire s'intéresse au cas du Festif! de Baie-Saint-Paul et, empruntant au sociologue Hartmut Rosa son concept de résonance, il analyse d'abord comment et en quoi ce festival « résonne » pour ses festivaliers locaux. S'appuyant sur les concepts de chaîne de coopération et de conventions tels que développés par Howard Becker dans Les mondes de l'art, il tente ensuite d'éclairer comment les caractéristiques organisationnelles même de ce festival participent à créer cet espace de résonance. Se basant sur vingt entretiens réalisés avec des festivaliers issus de la communauté charlevoisienne ainsi que neuf autres avec des membres de l'organisation du Festif! de Baie-Saint-Paul, ce mémoire démontre l'importance des relations tissées entre un festival et son milieu comme facteur clé de sa réussite et de sa pérennité.

De nos jours, nombre de villes ont développé leur propre festival. Un festival est un événement qui transforme la ville et constitue un atout qui contribue à la distinguer. Dans cette situation, l’analyse d’une ville ne peut ainsi faire abstraction de l’événement festivalier et de la relation qui l’unit à la société de la ville. Cette relation est examinée à partir de la notion de festivalisation et conduit à envisager conjointement deux points de vue, celui des habitants et celui des visiteurs. On analyse ainsi ce qui se passe autour des habitants qui vivent au rythme du festival et autour des visiteurs, à la fois pendant le festival et pendant le reste de l’année. A travers ces points de vue dits « endogène » et « exogène », la festivalisation amène à se poser la question du « rassemblement » au niveau international à l’ère du numérique en privilégiant l’approche de l’anthropologie de la communication. Dans cette thèse, on analyse la festivalisation en s’appuyant sur la société avignonnaise : le Festival d’Avignon, les Avignonnais et les visiteurs asiatiques avec, en miroir, le Festival d’Édimbourg et les Écossais. / Nowadays many towns have developed their own festival. A festival is an event that transforms the town and establishes an asset which goes towards distinguishing it from others. In this situation the analysis of a town cannot ignore the festival event and the relationship which links it to the community of the town. This relationship is examined from the notion of festivalisation and brings about the consideration of two points of view simultaneously, that of the inhabitants and that of the visitors. We thus analyse what happens around the inhabitants who live to the rhythm of the festival and around the visitors, both during the festival and throughout the rest of the year. Through these points of view called « endogenous » and « exogenous », festivalisation leads us to ask the question of « gathering » on an international level in the digital era, favouring the approach of the anthropology of communication. In this dissertation, we are analysing festivalisation based on the community of Avignon : the Avignon Festival, the inhabitants and Asian visitors, in comparison with the Festival of Edinburgh and the Scots.

A presente tese teve como objetivo investigar, no âmbito dos estudos históricos educacionais comparados, o objeto e fenômeno festas, realizadas no contexto escolar. A análise incidiu no período considerado de consolidação dos princípios de ensino moderno, do final do século XIX ao início do XX, em dois países cujas histórias políticas, econômicas e sociais se entrecruzaram em diferentes momentos, Brasil e Portugal. A seleção do período justificou-se pela profusão de reformas com o intuito de implementação de um sistema público, estatal, democrático e laico de ensino gestadas no decorrer do século XIX e assumidas como bandeiras dos regimes políticos republicanos. Particularmente, procurou-se compreender como as festas escolares foram forjadas nos projetos políticos e discursos educacionais do período relacionado. A retomada da metáfora da festa-máquina (OZOUF, 1976) foi particularmente fértil para a compreensão do objeto nos seus múltiplos elementos (peças), nas técnicas (engrenagens), e nos saberes e propósitos (funções). A comparação estabelecida entre a festa e a máquina suscitou inquietações a respeito de como esta maquinaria se organizou para as instituições escolares no seu propósito educativo, quais eram seus elementos, suas técnicas, suas funções e saberes. A realização das festas no âmbito escolar não se deu de forma homogênea e direta, tampouco sem equívocos e contradições. O mesmo maquinário utilizado em outros âmbitos sociais e para outros fins, precisou se adaptar ao novo contexto de idealização e concretização, além de reestruturar seus elementos e técnicas que deveriam servir, a partir de então, a um propósito eminentemente educativo. Em estudos realizados nas diferentes áreas sobre os atos festivos é recorrente a associação destes momentos a acontecimentos desregulados, alegres, sem normatização específica e cuja realização serviria à descontração do povo e à renovação das energias a partir da ruptura com o cotidiano. Contrariando tal concepção, a investigação aqui proposta demonstrou que caberiam às comemorações, assim como a todas as atividades realizadas no contexto escolar, uma função de ensino e de aprendizagem, bem como a divulgação de um saber característico da escola moderna, considerada, naquele momento, o modelo ideal de escola. Para a análise da hipótese, utilizaram-se como fontes documentais, textos publicados em periódicos de ensino brasileiros e portugueses, manuais pedagógicos e fotografias localizadas neste corpus. Os trabalhos das áreas distintas que se preocupam com a questão das comemorações e que fundamentaram teoricamente a tese apresentam-se em primeira análise, divididos entre aqueles que tomam as festas como aspecto da vida social (OZOUF, 1976; DEL PRIORE, 2000), os que as examinam em suas relações com outras dimensões da sociedade (DUVIGNOUD, 1983), aqueles que discutem mais detidamente os rituais festivos (BRANDÃO, 1978; DAMATTA, 1990), e ainda os que apresentam o funcionamento e as ressonâncias das festas nas sociedades e nos processos de formação dos sujeitos (RIBEIRO JUNIOR, 1972; AMARAL, 1998). No âmbito educacional, os conceitos de cultura escolar (JULIA, 2001; CHERVEL, 1990) e forma escolar (VINCENT, LAHIRE e THIN, 2001) subsidiaram a investigação. / The present thesis aimed to investigate the object and phenomenon festivals organized inside the school context, according to the compared studies on educational history. The analysis covered the considered consolidation period of the modern education principles, from the end of the 19th century to the beginning of the 20th century, in two countries whose political, economical and social histories are intertwined in different occasions, Brazil and Portugal. The profusion of renovations aimed to the implementation of a state, public, democratic and secular educational system during the 19th assumed as a motto of the republican political regimes was the main reason for the choice of the period. More specifically, we tried to understand how the phenomenon school festivals was inserted in the political projects and in the educational discourses from the period and transformed into expressive practices inside the public primary school contexts. The retaking of the festival-machine metaphor (OZOUF, 1976), was especially fertile for the comprehension of the object and its multiple elements (parts), techniques (gearing), and purposes (functions). The comparison established between festival and machine raises uneasiness in relation to the way the former organized itself for the educational purpose within the educational institutes, which elements, techniques, functions and knowledges were involved. The organization of festivals inside the school area happened neither in a homogeneous and direct way nor without misunderstanding and contradictions. The same machinery used in other social environments and for other purposes not only had to adapt itself to the new context of idealization and concretization, but also had to restructure its elements and techniques to a highly educational purpose from then on. In studies done on different areas about the festive events, the association of these moments with unregulated and cheerful moments without specific rules is recurrent and their organization would be for peoples relaxation and energy renewal due to the routine break. Contradicting this idea, the investigation proposed herein showed that a role of teaching and learning and a disclosure of a distinguished Progressive Education knowledge, considered at that time an ideal model of school, would fit all the festivals, along with all the activities performed inside the school context. Documental sources, texts published in Brazilian and Portuguese educational journals, pedagogic handbooks and pictures located in this corpus were used to analyze this assumption. The works from distinct areas that are concerned about the celebration subject and theoretically justified the thesis presented themselves on first analysis divided among those who take festivals as aspects of social life (OZOUF, 1976; DEL PRIORE, 2000), those who analyze them in their relations with other dimensions of the society (DUVIGNOUD, 1983), those who argue more carefully the festive rites (BRANDÃO, 1978; DAMATTA, 1990), and furthermore those who present the workings and resonance of the festivals in societies and in the formation of subjects process (RIBEIRO JUNIOR, 1972; AMARAL, 1998). In the educational field, the concepts of school culture (JULIA, 2001; CHERVEL, 1990) and school form (VINCENT, LAHIRE e THIN, 2001) contributed to the investigation.

This dissertation examines how the Global Peace Film Festival of Orlando, Florida, facilitates the construction of cosmopolitan identities within the context of humanitarianism and activism. An expansion of the notion of "peace"to include multiple levels of meaning is crucial to the identity of the festival, as it allows the screening of an array of films that appeal to the broad range of spectators and community organizations that interact with the event. Within the context of the Global Peace Film Festival, various discourses surrounding peace participate in the process of cognitively mapping the world and situating the self within it as a cosmopolitan citizen. The centrality of the self is key to understanding how audiences create solidarity with the other, and how they might choose to respond to appeals for humanitarian aid. The contemporary humanitarian imaginary builds solidarity between the viewer and the other-in-need in a manner that is rooted in self-reflection, creating an ironic spectator of vulnerable others and setting the stage for solutions to humanitarian problems that fit into personal lifestyle choices. This study examines the complexity inherent to the articulation between producers, audiences and films, and how meaning is negotiated on a local level. Witnessing and testimonial are key practices for engaging spectators, and the testimonial encounter has a transformative power for audiences that may be channeled into various responses to calls for action. An emerging practice is significant as well, a new situatedness of the documentary filmmaker as a central figure in the promotion of both films and humanitarian causes. This practice provides a role for the filmmaker as both entrepreneur and activist, easing the tension between the goals of humanitarianism and capitalistic concerns, while positioning the film as a tool rather than an aesthetic object and echoing the preeminence of self in our contemporary society. The Global Peace Film festival takes an innovative approach to promoting change, moving from a traditional exhibition model to an "engagement" model that focuses on the involvement of the local community. / Includes bibliography. / Dissertation (Ph.D.)--Florida Atlantic University, 2015. / FAU Electronic Theses and Dissertations Collection

A presente tese teve como objetivo investigar, no âmbito dos estudos históricos educacionais comparados, o objeto e fenômeno festas, realizadas no contexto escolar. A análise incidiu no período considerado de consolidação dos princípios de ensino moderno, do final do século XIX ao início do XX, em dois países cujas histórias políticas, econômicas e sociais se entrecruzaram em diferentes momentos, Brasil e Portugal. A seleção do período justificou-se pela profusão de reformas com o intuito de implementação de um sistema público, estatal, democrático e laico de ensino gestadas no decorrer do século XIX e assumidas como bandeiras dos regimes políticos republicanos. Particularmente, procurou-se compreender como as festas escolares foram forjadas nos projetos políticos e discursos educacionais do período relacionado. A retomada da metáfora da festa-máquina (OZOUF, 1976) foi particularmente fértil para a compreensão do objeto nos seus múltiplos elementos (peças), nas técnicas (engrenagens), e nos saberes e propósitos (funções). A comparação estabelecida entre a festa e a máquina suscitou inquietações a respeito de como esta maquinaria se organizou para as instituições escolares no seu propósito educativo, quais eram seus elementos, suas técnicas, suas funções e saberes. A realização das festas no âmbito escolar não se deu de forma homogênea e direta, tampouco sem equívocos e contradições. O mesmo maquinário utilizado em outros âmbitos sociais e para outros fins, precisou se adaptar ao novo contexto de idealização e concretização, além de reestruturar seus elementos e técnicas que deveriam servir, a partir de então, a um propósito eminentemente educativo. Em estudos realizados nas diferentes áreas sobre os atos festivos é recorrente a associação destes momentos a acontecimentos desregulados, alegres, sem normatização específica e cuja realização serviria à descontração do povo e à renovação das energias a partir da ruptura com o cotidiano. Contrariando tal concepção, a investigação aqui proposta demonstrou que caberiam às comemorações, assim como a todas as atividades realizadas no contexto escolar, uma função de ensino e de aprendizagem, bem como a divulgação de um saber característico da escola moderna, considerada, naquele momento, o modelo ideal de escola. Para a análise da hipótese, utilizaram-se como fontes documentais, textos publicados em periódicos de ensino brasileiros e portugueses, manuais pedagógicos e fotografias localizadas neste corpus. Os trabalhos das áreas distintas que se preocupam com a questão das comemorações e que fundamentaram teoricamente a tese apresentam-se em primeira análise, divididos entre aqueles que tomam as festas como aspecto da vida social (OZOUF, 1976; DEL PRIORE, 2000), os que as examinam em suas relações com outras dimensões da sociedade (DUVIGNOUD, 1983), aqueles que discutem mais detidamente os rituais festivos (BRANDÃO, 1978; DAMATTA, 1990), e ainda os que apresentam o funcionamento e as ressonâncias das festas nas sociedades e nos processos de formação dos sujeitos (RIBEIRO JUNIOR, 1972; AMARAL, 1998). No âmbito educacional, os conceitos de cultura escolar (JULIA, 2001; CHERVEL, 1990) e forma escolar (VINCENT, LAHIRE e THIN, 2001) subsidiaram a investigação. / The present thesis aimed to investigate the object and phenomenon festivals organized inside the school context, according to the compared studies on educational history. The analysis covered the considered consolidation period of the modern education principles, from the end of the 19th century to the beginning of the 20th century, in two countries whose political, economical and social histories are intertwined in different occasions, Brazil and Portugal. The profusion of renovations aimed to the implementation of a state, public, democratic and secular educational system during the 19th assumed as a motto of the republican political regimes was the main reason for the choice of the period. More specifically, we tried to understand how the phenomenon school festivals was inserted in the political projects and in the educational discourses from the period and transformed into expressive practices inside the public primary school contexts. The retaking of the festival-machine metaphor (OZOUF, 1976), was especially fertile for the comprehension of the object and its multiple elements (parts), techniques (gearing), and purposes (functions). The comparison established between festival and machine raises uneasiness in relation to the way the former organized itself for the educational purpose within the educational institutes, which elements, techniques, functions and knowledges were involved. The organization of festivals inside the school area happened neither in a homogeneous and direct way nor without misunderstanding and contradictions. The same machinery used in other social environments and for other purposes not only had to adapt itself to the new context of idealization and concretization, but also had to restructure its elements and techniques to a highly educational purpose from then on. In studies done on different areas about the festive events, the association of these moments with unregulated and cheerful moments without specific rules is recurrent and their organization would be for peoples relaxation and energy renewal due to the routine break. Contradicting this idea, the investigation proposed herein showed that a role of teaching and learning and a disclosure of a distinguished Progressive Education knowledge, considered at that time an ideal model of school, would fit all the festivals, along with all the activities performed inside the school context. Documental sources, texts published in Brazilian and Portuguese educational journals, pedagogic handbooks and pictures located in this corpus were used to analyze this assumption. The works from distinct areas that are concerned about the celebration subject and theoretically justified the thesis presented themselves on first analysis divided among those who take festivals as aspects of social life (OZOUF, 1976; DEL PRIORE, 2000), those who analyze them in their relations with other dimensions of the society (DUVIGNOUD, 1983), those who argue more carefully the festive rites (BRANDÃO, 1978; DAMATTA, 1990), and furthermore those who present the workings and resonance of the festivals in societies and in the formation of subjects process (RIBEIRO JUNIOR, 1972; AMARAL, 1998). In the educational field, the concepts of school culture (JULIA, 2001; CHERVEL, 1990) and school form (VINCENT, LAHIRE e THIN, 2001) contributed to the investigation.

The agri-tourism sector is an important sector, especially in South Africa, since there are rural areas that can still be developed for these purposes. Agri-tourism can be achieved when both the agricultural and tourism sector work together in achieving an entrepreneurial advantage. Some of the benefits of agri-tourism include job creation, new ideas and innovation, it serves as additional income and it has an educational aspect attached to it. Agri-tourism is a form of rural tourism and agri-festivals such as the NAMPO Harvest Day is part of the numerous categories of agri-tourism. The NAMPO Harvest Day is the largest agri-festival in the Southern Hemisphere which attracted over 72 000 visitors in 2013. The NAMPO Harvest Day started in the Bloemfontein district in 1967 and continued its success in Bothaville, Free State. To ensure that a decrease in ticket sales and attendance of the agri-festival does not take place or a decrease in the product life cycle of the agri-festival, it is important for the management team to focus on the factors that may have an influence on loyalty such as image and customer satisfaction, visitor attributes, behavioural intentions, festival attributes and travel motives. Competition is increasing in South Africa, which means that the management must have a distinct advantage over the other agri-festivals hosted in South Africa. Loyalty occurs when a customer repeatedly invests in a product or service where the result will be positive word of mouth and positive recommendations to others. Seeing that the NAMPO Harvest Day is the largest of its kind in the Southern Hemisphere that also attracts international visitors, it is important for management to focus on the loyalty factors to ensure continuous success. The goal of this study was to thus assess the factors that influence visitor loyalty to this agri-festival in South Africa. In order to achieve this goal, a survey was conducted at the NAMPO Harvest Day in 2014. A total of 422 questionnaires were administered over a period of 4 days. Various statistical analyses were performed: descriptive statistics were used to profile the respondents where after factor analyses were used to firstly identify the factor Loyalty and secondly to identify the factors that may influence loyalty to the festival. Nine factors were identified (in order of importance): Agricultural exposure and edification, General management, escape and socialisation, Price and quality of implements, machinery and livestock, Price and quality of food and beverages, Amenities, Signage and marketing, Networking and trade, and Value. T-tests, ANOVAs and Spearman’s Rank Order Correlations were used to determine whether statistically significant differences existed between the respondents’ socio-demographic and behavioural characteristics and the factor Loyalty as well as between the contributing factors, so as to establish where differences occur between two groups and more groups. There were statistically significant differences based on demographic and behavioural intentions and loyalty factors. Spearman’s Rank Order Correlations were used to determine which demographic and behavioural aspects correlate with one another. In addition, Structural Equation Modelling was used to determine the relation between the factors and Loyalty. In preparation for the Structural Equation Modelling, Spearman’s Rank Order Correlations were also used to determine the relation between the factor Loyalty and the contributing factors as well as between the different contributing factors. The model provided evidence of a good fit since the CFI was between 0.0 and 1.0 (0.819) and the relative/normed chi-square was 3.987 and acceptable chi-square ranges between 2.0 and 5.0. The factors that had a direct relationship and are supported at 5% significance level with Loyalty were Agricultural exposure and edification as well as Lifestyle, escape and socialisation. The contribution of this research is twofold: firstly, to the authors’ knowledge, agri-tourists to a specific agri-festival in South Africa were analysed in terms of their demographic profile and behavioural characteristics. Therefore this research greatly contributes towards the literature base regarding these types of tourists. Secondly, this research identified the factors that contribute towards loyalty at an agri-festival and how organisers and marketers can effectively use these factors to sustain loyalty among not only repeat visitors, but first-timers as well. The results from this research can aid this agri-festival to remain competitive and remain in a growth phase of its product lifecycle. This is imperative for the future success of agri-festivals such as the NAMPO Harvest Day. / MA (Tourism Management), North-West University, Potchefstroom Campus, 2015

The agri-tourism sector is an important sector, especially in South Africa, since there are rural areas that can still be developed for these purposes. Agri-tourism can be achieved when both the agricultural and tourism sector work together in achieving an entrepreneurial advantage. Some of the benefits of agri-tourism include job creation, new ideas and innovation, it serves as additional income and it has an educational aspect attached to it. Agri-tourism is a form of rural tourism and agri-festivals such as the NAMPO Harvest Day is part of the numerous categories of agri-tourism. The NAMPO Harvest Day is the largest agri-festival in the Southern Hemisphere which attracted over 72 000 visitors in 2013. The NAMPO Harvest Day started in the Bloemfontein district in 1967 and continued its success in Bothaville, Free State. To ensure that a decrease in ticket sales and attendance of the agri-festival does not take place or a decrease in the product life cycle of the agri-festival, it is important for the management team to focus on the factors that may have an influence on loyalty such as image and customer satisfaction, visitor attributes, behavioural intentions, festival attributes and travel motives. Competition is increasing in South Africa, which means that the management must have a distinct advantage over the other agri-festivals hosted in South Africa. Loyalty occurs when a customer repeatedly invests in a product or service where the result will be positive word of mouth and positive recommendations to others. Seeing that the NAMPO Harvest Day is the largest of its kind in the Southern Hemisphere that also attracts international visitors, it is important for management to focus on the loyalty factors to ensure continuous success. The goal of this study was to thus assess the factors that influence visitor loyalty to this agri-festival in South Africa. In order to achieve this goal, a survey was conducted at the NAMPO Harvest Day in 2014. A total of 422 questionnaires were administered over a period of 4 days. Various statistical analyses were performed: descriptive statistics were used to profile the respondents where after factor analyses were used to firstly identify the factor Loyalty and secondly to identify the factors that may influence loyalty to the festival. Nine factors were identified (in order of importance): Agricultural exposure and edification, General management, escape and socialisation, Price and quality of implements, machinery and livestock, Price and quality of food and beverages, Amenities, Signage and marketing, Networking and trade, and Value. T-tests, ANOVAs and Spearman’s Rank Order Correlations were used to determine whether statistically significant differences existed between the respondents’ socio-demographic and behavioural characteristics and the factor Loyalty as well as between the contributing factors, so as to establish where differences occur between two groups and more groups. There were statistically significant differences based on demographic and behavioural intentions and loyalty factors. Spearman’s Rank Order Correlations were used to determine which demographic and behavioural aspects correlate with one another. In addition, Structural Equation Modelling was used to determine the relation between the factors and Loyalty. In preparation for the Structural Equation Modelling, Spearman’s Rank Order Correlations were also used to determine the relation between the factor Loyalty and the contributing factors as well as between the different contributing factors. The model provided evidence of a good fit since the CFI was between 0.0 and 1.0 (0.819) and the relative/normed chi-square was 3.987 and acceptable chi-square ranges between 2.0 and 5.0. The factors that had a direct relationship and are supported at 5% significance level with Loyalty were Agricultural exposure and edification as well as Lifestyle, escape and socialisation. The contribution of this research is twofold: firstly, to the authors’ knowledge, agri-tourists to a specific agri-festival in South Africa were analysed in terms of their demographic profile and behavioural characteristics. Therefore this research greatly contributes towards the literature base regarding these types of tourists. Secondly, this research identified the factors that contribute towards loyalty at an agri-festival and how organisers and marketers can effectively use these factors to sustain loyalty among not only repeat visitors, but first-timers as well. The results from this research can aid this agri-festival to remain competitive and remain in a growth phase of its product lifecycle. This is imperative for the future success of agri-festivals such as the NAMPO Harvest Day. / MA (Tourism Management), North-West University, Potchefstroom Campus, 2015

published_or_final_version / abstract / China Development Studies / Master / Master of Arts