The purpose of this study was to identify tourist profiles as a segmentation variable for three festivals (Innibos, Oppikoppi and Volksblad). Numerous segmentation studies have been done in the past; however, few were done where profiles were used as variables for segmentation of arts festivals. Market segmentation is the way in which tourism companies divide a market into smaller, more clearly defined groups that share similar needs, wants, and characteristics. Segmentation is important in order for a destination to target the right kind of visitor. Other reasons for doing this type of research is to increase the number of new tourist arrivals; to increase the length of stay of tourists; the amount of tourist expenditure per visitor stay and to broaden the activities and shows that are offered. Research for this study was undertaken at three festivals. These festivals are Innibos, Volksblad and Oppikoppi respectively. Questionnaires were distributed randomly during the course of the festivals. Data collection was done by field workers who distributed questionnaires to the attendants of the festivals. At each of the three festivals questionnaires were interviewer administered and the "recall method" was used, where respondents had lo recall their spending. It was also a destination-based survey, where interviews were held on-site during the event. Different sites were chosen to limit response bias towards a certain group of festival attendants. The questionnaires were distributed throughout the course of the three festivals respectively. The data was used to compile graphs and tables so that a profile of each festival can be designed. Correlations between the three festivals and their profiles were made. In this case the effect size is given by w= √(x2/n), where x2 is the usual Chi-square statistic for the contingency table and n is the sample size. In the special case of a 2x2 table, the effect size (w) is given by phi (Φ) coefficient. Note that the effect size is again independent of sample size. Oppikoppi has an average of 10 000 attendants, lnnibos and Volksblad have an average of approximately 30 000 attendants per year. The sample size of 400 questionnaires for Volksblad and 400 questionnaires for lnnibos was anticipated and 200 for Oppikoppi. The variables that were the focus point of this study were gender, occupation, language, province where the attendants reside, travel group size and number of days at festival. This information can contribute to better marketing and more targeted markets for a larger number of attendants. The organiser can determine what type of entertainment, music, song and dance can be packaged and marketed as a unique product. The research indicated that organisers from Volksblad and lnnibos can focus more on family entertainment that is suitable for the whole family. Oppikoppi is a rock festival and therefore the organisers can get more rock bands, especially Afrikaans rock. All three festivals are for Afrikaans speaking people so they can use Afrikaans magazines and newspapers as well as Afrikaans radio stations to market these festivals in the province of deliverance as well as bordering provinces. The study contributes to the information of the larger festivals that already exists like Aardklop, Grahamstown and KKNK. / Thesis (M.Com. (Tourism))--North-West University, Potchefstroom Campus, 2007.

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.

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 broad argument underpinning this thesis is that a feature of contemporary city life deserving further critical attention is that of the ‘extraordinary everyday.’ I coin this term as a way of identifying and describing an increasingly common place articulation or ‘interface’ between the extraordinary (that is, the production and experience of spectacle and intense affective states within the context of technologically mediated, contemporary urban space), and the everyday (the seemingly banal routines and structures that organise our day to day existence in a consumer society).

This thesis examines four regional community cultural festivals in the Northern Rivers region of New South Wales, Australia. It reveals the complex interplay of a sense of place and community, a destination’s identity and representation, host guest relationships and the underlying nature and role of celebration expressed in each festival. It examines the regional context in which the Jacaranda Festival in Grafton, the Beef Week celebrations in Casino, the New Year’s Eve celebrations in Byron Bay and the Mardi Grass Law reform rally in Nimbin are conducted. An extensive literature review provides a global perspective on theories, issues and trends in the sectors reflected in the case study festivals. The phenomenological approach to the case study methodology is explained before each festival is closely scrutinized, addressing the study’s aim.The thesis aims at a better understanding of the elements of resilience fostered by festivals when communities take intentional action. This resilience dimension emerged as a major outcome of the initial investigation of the nature and role of festivals in regional communities.The thesis argues that festivals allow people to reflect and determine a sense of community and place, represent their image and identity and contribute to cultural tourism. Community festivals involve the local population in a shared experience to their mutual benefit by providing both social functions and symbolic meanings. This study contends that community-based festivals celebrate the community’s social identity, its historical continuity and its cultural resilience. They are socially constructed and negotiated phenomena and can be staged in everyday places that also become tourist places. Festivals provide a forum for creativity, custom, heritage and cultural practices for both resident and guest.Investigating community cultural festivals from multiple perspectives allows for greater understanding of the nuances of the relationships between stakeholders. By identifying the patterns, structures and meanings of the contexts that festivals represent we are better informed of the distinctive values, interests and aspirations held by residents when they host festivals. Perspectives on community festivals and resilience were canvassed from diverse perspectives as demonstrated by the following typical responses:Nourishing resilience through Festivals and CommunitiesThere are many intangible reasons why a community chooses to host a festival such as socio-cultural, economic, political and environmental and each reason is not mutually exclusive (Backman et al, 1995).The Northern Rivers region stands apart from the rest of rural Australia as living as if the future matters. This is a very powerful attractor in these times of urban decay and environmental despair (Dunstan, 1994:2).Sense of place, can be described as, the common ground where interpretation and community development meets in a concern to create or enhance a sense of place, to establish what is significant and valued in the environment or heritage of a particular community, and to provide action for its wider appreciation and conservation (Binks, 1989:191 cited Trotter, 1998).Democratic communities take responsibility for their future. It is undeniable that cohesive community events based on ideals create a sense of community. The excitement and joy that people feel when they work together for their community and future means that they will attempt to recreate that experience. It becomes their preferred way (Emery, 1995:70).…the notion of community is always something of a myth. A community implies a coherent entity with a clear identity and a commonality of purpose. The reality is that communities, more often than not, are made up of an agglomeration of factions and interest groups often locked in competitive relationships (Smit, 1995 cited in Joppe, 1996:475).Community, the custodians of the content of Australian tourism, must be enabled to participate in tourism by forming its content. Only if Australians are involved in tourism will it survive, (Wood, 1993:7).Through direct contact and interaction with each festival, the qualitative exploratory study reveals how in formal and informal ways participants at the four case study sites demonstrate the diverse and fragmented nature of festivals. Although none of these festivals is identical, some consistent patterns do emerge to demonstrate that comparisons can be developed. These patterns have their own advantages and disadvantages and it is evident that success or failure is not linked to a particular model for such festivals. Each community has an ongoing challenge of determining how their festival can best meet its needs presently and into the future. Each is trying to keep pace with the changes that are taking place within their communities, within the region and from external forces. This is where the study also generates new knowledge: tracking the changes occurring in community festivals in contemporary regional Australia.Through a systematic analysis of data the study significantly contributes to our understanding of the character of community festivals. Through surveys, interviews, media analysis, photographic images and critical observation, it clearly observes that social, economic and environmental issues currently presented in the literature require greater deconstruction and critical engagement. Rich and quilted description of the festivals informs this research providing grounded scholarly investigation. This approach leads to a greater understanding of significant social and cultural agendas in regional communities. Festivals add value to communities. They creatively produce and embed culture. They can be viewed as celebrations of resilience.Through a systematic analysis of data the study significantly contributes to our understanding of the character of community festivals. Through surveys, interviews, media analysis, photographic images and critical observation, it clearly observes that social, economic and environmental issues currently presented in the literature require greater deconstruction and critical engagement. Rich and quilted description of the festivals informs this research providing grounded scholarly investigation. This approach leads to a greater understanding of significant social and cultural agendas in regional communities. Festivals add value to communities. They creatively produce and embed culture. They can be viewed as celebrations of resilience.At the core of the investigation is an analysis of how the process of nourishing resilience by making inclusive celebrations, unleashes relationships between many stakeholders. Each participant contributes to the program, traditions, cultural practices, impact and reach of events with differing voices and emphases.In principle, festivals and their host communities offer individual members a framework for attending to general aspects of life. This study reaffirms that community festivals particularly hold a significant position in three areas of the human condition. They celebrate a sense of place through organising inclusive activities in specific safe environments. They provide a vehicle for communities to host visitors and share such activities as representations of communally agreed values, interests and aspirations. Finally, they are the outward manifestation of the identity of the community and provide a distinctive identifier of place and people.

This thesis examines four regional community cultural festivals in the Northern Rivers region of New South Wales, Australia. It reveals the complex interplay of a sense of place and community, a destination’s identity and representation, host guest relationships and the underlying nature and role of celebration expressed in each festival. It examines the regional context in which the Jacaranda Festival in Grafton, the Beef Week celebrations in Casino, the New Year’s Eve celebrations in Byron Bay and the Mardi Grass Law reform rally in Nimbin are conducted. An extensive literature review provides a global perspective on theories, issues and trends in the sectors reflected in the case study festivals. The phenomenological approach to the case study methodology is explained before each festival is closely scrutinized, addressing the study’s aim.The thesis aims at a better understanding of the elements of resilience fostered by festivals when communities take intentional action. This resilience dimension emerged as a major outcome of the initial investigation of the nature and role of festivals in regional communities.The thesis argues that festivals allow people to reflect and determine a sense of community and place, represent their image and identity and contribute to cultural tourism. Community festivals involve the local population in a shared experience to their mutual benefit by providing both social functions and symbolic meanings. This study contends that community-based festivals celebrate the community’s social identity, its historical continuity and its cultural resilience. They are socially constructed and negotiated phenomena and can be staged in everyday places that also become tourist places. Festivals provide a forum for creativity, custom, heritage and cultural practices for both resident and guest.Investigating community cultural festivals from multiple perspectives allows for greater understanding of the nuances of the relationships between stakeholders. By identifying the patterns, structures and meanings of the contexts that festivals represent we are better informed of the distinctive values, interests and aspirations held by residents when they host festivals. Perspectives on community festivals and resilience were canvassed from diverse perspectives as demonstrated by the following typical responses:Nourishing resilience through Festivals and CommunitiesThere are many intangible reasons why a community chooses to host a festival such as socio-cultural, economic, political and environmental and each reason is not mutually exclusive (Backman et al, 1995).The Northern Rivers region stands apart from the rest of rural Australia as living as if the future matters. This is a very powerful attractor in these times of urban decay and environmental despair (Dunstan, 1994:2).Sense of place, can be described as, the common ground where interpretation and community development meets in a concern to create or enhance a sense of place, to establish what is significant and valued in the environment or heritage of a particular community, and to provide action for its wider appreciation and conservation (Binks, 1989:191 cited Trotter, 1998).Democratic communities take responsibility for their future. It is undeniable that cohesive community events based on ideals create a sense of community. The excitement and joy that people feel when they work together for their community and future means that they will attempt to recreate that experience. It becomes their preferred way (Emery, 1995:70).…the notion of community is always something of a myth. A community implies a coherent entity with a clear identity and a commonality of purpose. The reality is that communities, more often than not, are made up of an agglomeration of factions and interest groups often locked in competitive relationships (Smit, 1995 cited in Joppe, 1996:475).Community, the custodians of the content of Australian tourism, must be enabled to participate in tourism by forming its content. Only if Australians are involved in tourism will it survive, (Wood, 1993:7).Through direct contact and interaction with each festival, the qualitative exploratory study reveals how in formal and informal ways participants at the four case study sites demonstrate the diverse and fragmented nature of festivals. Although none of these festivals is identical, some consistent patterns do emerge to demonstrate that comparisons can be developed. These patterns have their own advantages and disadvantages and it is evident that success or failure is not linked to a particular model for such festivals. Each community has an ongoing challenge of determining how their festival can best meet its needs presently and into the future. Each is trying to keep pace with the changes that are taking place within their communities, within the region and from external forces. This is where the study also generates new knowledge: tracking the changes occurring in community festivals in contemporary regional Australia.Through a systematic analysis of data the study significantly contributes to our understanding of the character of community festivals. Through surveys, interviews, media analysis, photographic images and critical observation, it clearly observes that social, economic and environmental issues currently presented in the literature require greater deconstruction and critical engagement. Rich and quilted description of the festivals informs this research providing grounded scholarly investigation. This approach leads to a greater understanding of significant social and cultural agendas in regional communities. Festivals add value to communities. They creatively produce and embed culture. They can be viewed as celebrations of resilience.Through a systematic analysis of data the study significantly contributes to our understanding of the character of community festivals. Through surveys, interviews, media analysis, photographic images and critical observation, it clearly observes that social, economic and environmental issues currently presented in the literature require greater deconstruction and critical engagement. Rich and quilted description of the festivals informs this research providing grounded scholarly investigation. This approach leads to a greater understanding of significant social and cultural agendas in regional communities. Festivals add value to communities. They creatively produce and embed culture. They can be viewed as celebrations of resilience.At the core of the investigation is an analysis of how the process of nourishing resilience by making inclusive celebrations, unleashes relationships between many stakeholders. Each participant contributes to the program, traditions, cultural practices, impact and reach of events with differing voices and emphases.In principle, festivals and their host communities offer individual members a framework for attending to general aspects of life. This study reaffirms that community festivals particularly hold a significant position in three areas of the human condition. They celebrate a sense of place through organising inclusive activities in specific safe environments. They provide a vehicle for communities to host visitors and share such activities as representations of communally agreed values, interests and aspirations. Finally, they are the outward manifestation of the identity of the community and provide a distinctive identifier of place and people.

No description available.

Thesis (Ph.D.)--The University of Texas at Austin, 1996. / Includes bibliographical references (leaves 680-718).