The primary objective of this study was to determine the role of the host community in the marketing of arts festivals with reference to the Grahamstown National Arts Festival. This goal was achieved firstly by analysing the relationship between the events industry and the community. Secondly, a literature study was conducted to explore the role of the community in tourism marketing. Thirdly, a survey was done to determine the perceptions of the community in terms of the marketing of the Festival as well as the social impact thereof. From previous studies it was found that the local community can be seen as a group of people of different gender, race, age and different race and social groups living together in a certain geographic area. The local community is the main suppliers of an event; they provide many of the businesses, public places and hospitality services used by tourists and visitors at an event. Staff, volunteers and many other resources come from the local community. The attitude of the local community towards the Festival is proven to be important. Positive attitudes are associated with economic and social benefits gained from the event. The attitude of the local community can influence their behaviour towards tourists as well as their message spread concerning the event, through word-of-mouth communication. They can influence the buying behaviour of tourists and visitors. Research was undertaking at Grahamstown National Arts Festival to determine the perceptions and attitudes of the local community towards the Festival and the marketing thereof. This was determined by means of a questionnaire as adopted from Fredline, Jago and Deery. It was distributed among the local community according to a stratified random sampling procedure. A total of 265 questionnaires were completed by residents. Firstly, the data was used to compile tables and graphs with a view to interpret the descriptive data: demographic information as well as perceptions and attitudes of the local community towards the Festival and the marketing thereof. It was found that the Festival has a positive impact on their personal lives as well as on the community as a whole. Positive and negative social impacts were identified, which indicates that the community is aware of the impacts: positive, including the range of things to do in Grahamstown has improved (80%), the number of people in the area has increased (80%) and there are more opportunities to meet new people (80%). The highest rated negative social impacts include the fact that the availability of parking has decreased (79%), that the public money spent on the Festival would be better spent on other things (43%) and that ordinary residents get no say in the planning and management of the Festival (50%). In terms of the marketing, the local community markets the Festival verbally by telling friends and family about it and also by attending the Festival themselves. However, the local community feels that they should be more involved in the planning and marketing of the Festival. Secondly, a factor analysis was performed with a view to synthesise the large amount of data concerning the perceptions and marketing of the Festival in smaller, more descriptive factors. These factors were used to determine the role of the community in the marketing of the Festival. The factor analysis yielded a 2-factor solution and the factors were labelled: Factor 1: Verbal marketing of the Festival; Factor 2: Action marketing of the Festival. Thirdly, a one-way analysis of variance (ANOVA) was conducted to explore the impact of the variables: age, gender, race, income, level of education, attitudes towards continuation of the Festival, attendance of the current festival, attendance of previous festivals, level of interest in the Festival, length of stay in Grahamstown, attitudes towards living in Grahamstown on the dimensions Verbal and Active marketing, as determined in the factor analysis. It was found that a medium effect exists between the middle-aged group and the older-age group on the Verbal marketing dimension. A medium effect also exists between the black and Asian respondents on the dimension Verbal marketing. There is a large effect between attendance of the Festival and Verbal marketing but a medium effect on the dimension Action marketing. A large effect was determined between avid fans and those that are not interested but attend occasionally, between avid fans and those who have no interest in the Festival, between those that are interested and attend some aspects of the Festival and those that are not interested but attend, those that are interested and attend and those that are not interested, on the Verbal marketing dimension. A medium effect was discovered between avid fans of the Festival and those that attended some of the aspects of the Festival, and those that are not interested but attend some aspects, and those that are not interested at all, on the Verbal marketing dimension. On the Verbal marketing dimension a medium effect was determined between the following: A medium effect was determined between avid fans of the Festival and those that attended some of the aspects of the Festival, avid fans and those that are not interested but attend occasionally, those that are interested and attend and those that are not interested, on the Action marketing dimension. This study contributes to the information that already exists concerning the role of the community in the marketing of arts festivals and on marketing communication research / Thesis (M.Com. (Tourism)--North-West University, Potchefstroom Campus, 2009.

The primary objective of this study was to determine the role of the host community in the marketing of arts festivals with reference to the Grahamstown National Arts Festival. This goal was achieved firstly by analysing the relationship between the events industry and the community. Secondly, a literature study was conducted to explore the role of the community in tourism marketing. Thirdly, a survey was done to determine the perceptions of the community in terms of the marketing of the Festival as well as the social impact thereof. From previous studies it was found that the local community can be seen as a group of people of different gender, race, age and different race and social groups living together in a certain geographic area. The local community is the main suppliers of an event; they provide many of the businesses, public places and hospitality services used by tourists and visitors at an event. Staff, volunteers and many other resources come from the local community. The attitude of the local community towards the Festival is proven to be important. Positive attitudes are associated with economic and social benefits gained from the event. The attitude of the local community can influence their behaviour towards tourists as well as their message spread concerning the event, through word-of-mouth communication. They can influence the buying behaviour of tourists and visitors. Research was undertaking at Grahamstown National Arts Festival to determine the perceptions and attitudes of the local community towards the Festival and the marketing thereof. This was determined by means of a questionnaire as adopted from Fredline, Jago and Deery. It was distributed among the local community according to a stratified random sampling procedure. A total of 265 questionnaires were completed by residents. Firstly, the data was used to compile tables and graphs with a view to interpret the descriptive data: demographic information as well as perceptions and attitudes of the local community towards the Festival and the marketing thereof. It was found that the Festival has a positive impact on their personal lives as well as on the community as a whole. Positive and negative social impacts were identified, which indicates that the community are aware of the impacts: positive, including the range of things to do in Grahamstown has improved (80%), the number of people in the area has increased (80%) and there are more opportunities to meet new people (80%). The highest rated negative social impacts include the fact that the availability of parking has decreased (79%), that the public money spent on the Festival would be better spent on other things (43%) and that ordinary residents get no say in the planning and management of the Festival (50%). In terms of the marketing, the local community markets the Festival verbally by telling friends and family about it and also by attending the Festival themselves. However, the local community feel that they should be more involved in the planning and marketing of the Festival. Secondly, a factor analysis was performed with a view to synthesise the large amount of data concerning the perceptions and marketing of the Festival in smaller, more descriptive factors. These factors were used to determine the role of the community in the marketing of the Festival. The factor analysis yielded a 2-factor solution and the factors were labelled: Factor 1: Verbal marketing of the Festival; Factor 2: Action marketing of the Festival. Thirdly, a one-way analysis of variance (ANOVA) was conducted to explore the impact of the variables: age, gender, race, income, level of education, attitudes towards continuation of the Festival, attendance of the current festival, attendance of previous festivals, level of interest in the Festival, length of stay in Grahamstown, attitudes towards living in Grahamstown on the dimensions Verbal and Active marketing, as determined in the factor analysis. It was found that a medium effect exists between the middle-aged group and the older-age group on the Verbal marketing dimension. A medium effect also exists between the black and Asian respondents on the dimension Verbal marketing. There is a large effect between attendance of the Festival and Verbal marketing but a medium effect on the dimension Action marketing. A large effect was determined between avid fans and those that are not interested but attend occasionally, between avid fans and those who have no interest in the Festival, between those that are interested and attend some aspects of the Festival and those that are not interested but attend, those that are interested and attend and those that are not interested, on the Verbal marketing dimension. A medium effect was discovered between avid fans of the Festival and those that attended some of the aspects of the Festival, and those that are not interested but attend some aspects, and those that are not interested at all, on the Verbal marketing dimension. On the Verbal marketing dimension a medium effect was determined between the following: A medium effect was determined between avid fans of the Festival and those that attended some of the aspects of the Festival, avid fans and those that are not interested but attend occasionally, those that are interested and attend and those that are not interested, on the Action marketing dimension. This study contributes to the information that already exists concerning the role of the community in the marketing of arts festivals and on marketing communication research. / Thesis (M.Com. (Tourism))--North-West University, Potchefstroom Campus, 2009.

The primary objective of this study was to determine the role of the host community in the marketing of arts festivals with reference to the Grahamstown National Arts Festival. This goal was achieved firstly by analysing the relationship between the events industry and the community. Secondly, a literature study was conducted to explore the role of the community in tourism marketing. Thirdly, a survey was done to determine the perceptions of the community in terms of the marketing of the Festival as well as the social impact thereof. From previous studies it was found that the local community can be seen as a group of people of different gender, race, age and different race and social groups living together in a certain geographic area. The local community is the main suppliers of an event; they provide many of the businesses, public places and hospitality services used by tourists and visitors at an event. Staff, volunteers and many other resources come from the local community. The attitude of the local community towards the Festival is proven to be important. Positive attitudes are associated with economic and social benefits gained from the event. The attitude of the local community can influence their behaviour towards tourists as well as their message spread concerning the event, through word-of-mouth communication. They can influence the buying behaviour of tourists and visitors. Research was undertaking at Grahamstown National Arts Festival to determine the perceptions and attitudes of the local community towards the Festival and the marketing thereof. This was determined by means of a questionnaire as adopted from Fredline, Jago and Deery. It was distributed among the local community according to a stratified random sampling procedure. A total of 265 questionnaires were completed by residents. Firstly, the data was used to compile tables and graphs with a view to interpret the descriptive data: demographic information as well as perceptions and attitudes of the local community towards the Festival and the marketing thereof. It was found that the Festival has a positive impact on their personal lives as well as on the community as a whole. Positive and negative social impacts were identified, which indicates that the community are aware of the impacts: positive, including the range of things to do in Grahamstown has improved (80%), the number of people in the area has increased (80%) and there are more opportunities to meet new people (80%). The highest rated negative social impacts include the fact that the availability of parking has decreased (79%), that the public money spent on the Festival would be better spent on other things (43%) and that ordinary residents get no say in the planning and management of the Festival (50%). In terms of the marketing, the local community markets the Festival verbally by telling friends and family about it and also by attending the Festival themselves. However, the local community feel that they should be more involved in the planning and marketing of the Festival. Secondly, a factor analysis was performed with a view to synthesise the large amount of data concerning the perceptions and marketing of the Festival in smaller, more descriptive factors. These factors were used to determine the role of the community in the marketing of the Festival. The factor analysis yielded a 2-factor solution and the factors were labelled: Factor 1: Verbal marketing of the Festival; Factor 2: Action marketing of the Festival. Thirdly, a one-way analysis of variance (ANOVA) was conducted to explore the impact of the variables: age, gender, race, income, level of education, attitudes towards continuation of the Festival, attendance of the current festival, attendance of previous festivals, level of interest in the Festival, length of stay in Grahamstown, attitudes towards living in Grahamstown on the dimensions Verbal and Active marketing, as determined in the factor analysis. It was found that a medium effect exists between the middle-aged group and the older-age group on the Verbal marketing dimension. A medium effect also exists between the black and Asian respondents on the dimension Verbal marketing. There is a large effect between attendance of the Festival and Verbal marketing but a medium effect on the dimension Action marketing. A large effect was determined between avid fans and those that are not interested but attend occasionally, between avid fans and those who have no interest in the Festival, between those that are interested and attend some aspects of the Festival and those that are not interested but attend, those that are interested and attend and those that are not interested, on the Verbal marketing dimension. A medium effect was discovered between avid fans of the Festival and those that attended some of the aspects of the Festival, and those that are not interested but attend some aspects, and those that are not interested at all, on the Verbal marketing dimension. On the Verbal marketing dimension a medium effect was determined between the following: A medium effect was determined between avid fans of the Festival and those that attended some of the aspects of the Festival, avid fans and those that are not interested but attend occasionally, those that are interested and attend and those that are not interested, on the Action marketing dimension. This study contributes to the information that already exists concerning the role of the community in the marketing of arts festivals and on marketing communication research. / Thesis (M.Com. (Tourism))--North-West University, Potchefstroom Campus, 2009.

Previous scholarship has highlighted the validity and reliability of a bidimensional acculturation model for migrants, allowing for simultaneous endorsement of one’s heritage and national culture. So far, however, no empirical research has explored whether the bidimensional acculturation model can be extended from migrants to members of the mainstream society (i.e., locals). Thus, the broad aims of this dissertation were threefold: (a) to validate a new framework, termed the Extended Acculturation Model for Locals (EAML), which consists of two dimensions (i.e., national culture maintenance and multicultural adaptation), and (b) to examine the outcomes as well as (c) antecedents of these dimensions. In this dissertation, the General Introduction outlines the growth of multiculturalism across societies, followed by a review of existing acculturation research on migrants and the analogous work on locals. It is noted that migrants’ acculturation process implies individual-level changes, whilst locals’ acculturation process implies attitudes and behaviours which hinder or foster migrants’ individual-level changes. The Study Overview outlines the dimensionality of locals’ acculturation process, their adjustment outcomes and antecedents. Using a modified Vancouver Index of Acculturation (Multi-VIA), Study 1 found support for a bidimensional acculturation model for locals consisting of two reliable and valid subscales indicating national culture maintenance and multicultural adaptation. Study 2 buttresses the validity and reliability of the Multi-VIA across cultures as well as demonstrates the ability of national culture maintenance and multicultural adaptation to predict locals’ sociocultural and psychological adjustment outcomes. Study 3 explains why the correlation between locals’ national culture maintenance and multicultural adaptation is either orthogonal or positive oblique; more specifically, the correlation is moderated by locals’ degree of multicultural exposure, their likeliness to compartmentalize or blend their multicultural identity as well as through high or low self-construal endorsement. Study 4 demonstrates that national culture maintenance and multicultural adaptation predict local employees’ organizational behaviour in multinational corporations. Study 5 revealed that cultural values endorsed at the individual-level predicted locals’ national culture maintenance and multicultural adaptation. Moreover, these individual-level value-outcome associations were moderated by compatible societal-level pro-diversity messages. The General Discussion reviews all of the study findings as well as discusses their implications. The General Limitations and Future Directions describes the theoretical and methodological shortcomings of the Extended Acculturation Model for Locals whilst setting future directions for research. Last, the Final Remarks stresses the overall strengths of the present dissertation – that is, it fills the present research gap on locals’ acculturation towards multiculturalism, and in turn, provides a new route towards harmonious intergroup relations and social cohesion in mixing societies.

The UNHCR reports an anticipated growing number of migration movements in Africa that will increase the amount of prolonged refugee situations, with the international debate regarding refugee policies discussing local integration as a durable solution. Local integration policy is dependent on the acceptance and willingness of the host population and can engender tensions between refugees and hosts, which could be a result of their uneven power distribution, with one group possessing more social power, leading to more opportunities in the community. The objective of this study is to examine the relationship between refugees and host community in a settlement and seeks to expose any tensions that could arise between the groups from an uneven power distribution by using an analytical framework based on Norbert Elias’ book The Established and the Outsiders, which focuses on community problems between two groups. This thesis draws on a field study of the Nakivale Refugee Settlement in southern Uganda that has a refugee policy partially aimed towards local integration. The data has been collected through semi-structured interviews and observations as part of an ethnographic approach. The interviewed key stakeholders have been refugees and host populations living within the settlement as well as government officials and representatives from international organisations, IGOs and NGOs. Using Elias’ theory as a universal analytical tool showed us that there are established-outsider constellations creating tensions in a community, however these tensions do not fully rely on the qualities of the relationship. Moreover, results from the study indicate that the relationship between nationals and refugees in the settlement and the tensions it fostered are to a very large degree influenced by external factors, more specifically by the Ugandan government and international organisations as well as the complexity of group dimensions and situations, which contributed to a weakened host population.

While the study of volunteer tourism has been growing over the past decade, there is limited literature that takes a global approach, whereby one explores the perspective of a number of stakeholder groups in such experiences. The aim of this project was to fill this gap by looking at the volunteer tourism experience from four perspectives, namely the volunteer, the organization, the host family, and the community at large. The focus in this case was on the experiences and expectations of these groups. The research was qualitative; based primarily upon interviews. The research for this project took place in Ghana. It was found that the three local stakeholders (the organization members, the host family members and people from the broader community) generally viewed the experience similarly. Volunteers often expressed views that set them apart from the other groups. Main themes for the groups generally revolved around cultural differences, communication and progression through stages of the experience. The stages of the experience showed three main stages, those referring to the time before the volunteer, during the volunteer???s stay and the time after the volunteer???s departure. Cultural differences included discussions of culture shock, stereotypes, and mis-communications in cross-cultural dialogue. Communication was a major issue, and was to be found lacking between all groups. In regards to communication there was also a suggestion for continuing contact and relationships between the locals and volunteers beyond the volunteer???s time in the community.

Little empirical research has been done on the opportunities presented to the event management profession by the significant growth in the size, scope, length and visibility of the tourism industry, as indicated by hallmark events such as numerous world fairs, festivals and sport events. The aim of this research was to determine the motivational factors that push and pull the local residents of Potchefstroom, South Africa, to attend and participate in the Aardklop National Arts Festival (Aardklop Festival), as well as the situational inhibitors that discourage them from participating in the festival. The specific festival activities they enjoyed most were also identified. The research for this dissertation was undertaken in Potchefstroom where the Aardklop Festival has been held annually since 1998. This is one of the largest arts festivals in South Africa and highly popular on the annual events calendar. The findings of the research are significant as they may promote the sustainability of the Aardklop Festival in South Africa's growing and competitive festival and events market by assisting the festival management to gain greater insight into strategies for profitable marketing and future communication. The research findings may assist event organisers not only to understand the importance of research, but also to consider and understand the needs of the local residents in the host community, since various authors have indicated that these residents play a pivotal role in the sustainability of a festival. Copyright / Dissertation (MPhil)--University of Pretoria, 2013. / Tourism Management / unrestricted

The violence of the Niger Delta host communities against the international oil companies (IOCs) is rampant and dogged. The extent of violence that occurs is harmful to communities, individuals, and oil companies that provide a certain degree of economic stability to the region. The Nigerian government faces a major challenge of resolving community violence in Nigeria. This case study used social exchange theory to better understand the causes and consequences of the lack of community trust against the oil companies that is pervasive in the region. Purposeful sampling was used in the selection of 10 community members, 8 representatives of the oil industry, and 3 government officials. Data were collected through in-depth interviews and documents provided by participants. These were inductively coded and then analyzed using a constant comparative technique. Findings revealed that participants perceived a lack of adequate collaboration among stakeholders and the application of inadequate management strategies of the IOCs and government having an impact on the degree and frequency of community violence. The implications stemming from this study include recommendations to the Nigerian government and IOCs to precede policy formulation with thorough consultation, engagement, and negotiation with the stakeholders for their acceptance before implementation of policy. This collaborative action may encourage corporate engagement and management that is positively viewed by the communities in the Niger Delta.

With the onset of tourism growth in the Dominican Republic, particularly in the province of Samana, a unique opportunity for exploration into intercultural interactions between Dominicans and tourists exists. This thesis brings together some of the current studies on intercultural communication in regards to the tourism industry, perceived community attitudes towards tourism, and host-guest relationships in the tourism context. Two groups of Dominicans were studied, those who worked in the tourism industry and those who did not, teachers, respectively. Data was extracted from collected questionnaires and interviews which revealed positive attitudes towards tourism, interest in expanding tourism, and various positive stereotypes towards tourists and about Dominicans themselves. In conclusion, the results were consistent with past research and include present recommendations on how to make the Dominican tourism sector even more receptive to the importance of intercultural communication.

During an extraordinary political current event, how does a host community’s reputation change, and how does the media attempt to influence public opinion towards, or away from, such a destination? What is the host community’s perception of and response to these representations? This topical study explores the effects of the media on a refugee host community, through the conceptualization of the host and the discourse of hospitality. Significant to this study is the framing of tourism as a cultural exchange and expression, how hosts and guests view the realm of “place” and boundaries, and the volatility of the tourism industry with regards to communication mediums, socioeconomic and current events. This study acknowledges the gravity of the current refugee crisis, and the refugee and migrant experiences on Kos Island from May 2015 to present, while exploring and attempting to understand a host community’s reality while balancing political and ethical considerations in terms of hospitality towards guests, whether “invited” or “uninvited”, and the related media representations. By applying concepts of hospitality, i.e. accommodating strangers, and the social constructs of hospitality, imagined communities and how these are shaped by the media, I seek to acquire a broader understanding of development communication in terms of the human rights that both communities are entitled to, as opposed to the reality afforded to them. Using media content analysis and qualitative methods, this exploratory study focuses on the case of Kos Island, Greece - one of the main entry points for refugees from Syria, Afghanistan and Iraq - due to the island’s proximity to Turkey. By presenting a media content analysis, I frame how the host community was portrayed in the media to shape public opinion, by pinpointing the frequency and prism under which Kos Island was mentioned in the UK press during the height of the refugee crisis in 2015. I also conduct semi-structured interviews with local and international tourism industry gatekeepers, to uncover effects of the crisis on Kos Island’s tourism industry. This qualitative data is reinforced with a personal ethnographic account from the summer of 2015. I anticipate that the topics surfacing from this discussion allow readers to gain a broader perspective into development communication, through the power relations between hosts and guests/tourists (including refugees and migrants), the importance of public spaces and how they are used by host community and guests (tourists and refugees), and the ethics of hospitality.