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

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

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

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

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

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

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

The primary goal of the study was to determine the contribution of three distinct South African arts festivals to the arts, namely Klein Karoo National Arts Festival (KKNK), Innibos and Vryfees arts festivals as perceived by visitors to the festivals. To achieve this goal, five objectives were formulated. Firstly, to provide a literature overview of the arts phenomena, by exploring the relationship between arts and culture, the arts context, the arts-related tourism product and then the perceived contributions of arts festivals to the arts; secondly, to determine the perceptions that the visitors to Klein Karoo National Arts Festival (KKNK) have regarding the festival’s contribution to the arts and whether the perceived contributions differs according to the sociodemographic characteristics of the visitors to KKNK; thirdly, to determine the perceived contribution of Innibos Low Veld National Arts Festival (Innibos) and Vryfees Arts Festival (Vryfees) to the arts and, here, to analyse possible differences regarding festival visitors’ involvement in the arts according to their arts preferences; fourthly, to determine the perceived contribution of arts festivals in South Africa to the arts at three arts festivals, namely the KKNK, Innibos and Vryfees festivals, and then to analyse whether or not the festivals differ in terms of their contribution to the arts; and lastly, to draw conclusions from the research and to make recommendations regarding the contributions that these selected South African arts festivals make to the arts. The first objective was achieved by conducting a literature study. Literature was analysed to dentify the relationship between arts and culture when defining the arts. The arts were then placed in the arts festival context; explaining and identifying different art forms that can be present at these events, where after the arts related tourism products were explored with a particular focus on arts festivals. Six contributing factors that arts festivals have for the arts were identified from the literature and each was discussed separately. The contributing factors discovered include the emotional contribution, educational contribution, economic contribution, quality contribution, marketing contribution and the growth and development contribution. Achieving the second objective entailed using a destination-based survey administered at KKNK in Oudtshoorn, Western Cape. An exploratory factor analysis was subsequently conducted and five factors revealed themselves, being Visual arts enhancement, Performing arts enhancement, Emotional inspiration, Visual arts involvement and Performing arts exposure. The factor analysis indicated that KKNK is perceived to contribute to the arts. ANOVAs and ttests were undertaken for further statistical analysis to determine differences in perception between socio-demographic characteristics, such as age, previous arts exposure, arts preference and geographic location of the visitors to KKNK. As the festival is perceived to contribute to the arts, implications were structured for the festival to ensure its continuing contribution to all forms of the arts equally. The third objective was to determine the contributing factors to the arts of two arts festivals, the Innibos and Vryfees festivals, and to determine whether or not preference for a particular type of art might influence personal arts involvement at the festivals. Surveys were conducted at both Innibos in Mbombela, Mpumalanga and at Vryfees in Bloemfontein, Free State. Separate exploratory factor analyses and two-way frequency tables were subsequently conducted to determine the contributing factors of the festivals. This process was followed by independent ttests that were used to investigate any statistically significant differences between visitors who preferred the performing arts and those who leaned towards the visual arts and to their personal involvement to the arts. The results show some moderate differences between arts preference and personal arts involvement concerning the purchase of performing and visual arts products and activities. The results are relevant when the marketing and planning of arts festivals is considered in order to achieve both better arts contribution and personal arts involvement. The fourth objective sought to determine the perceived contribution of three Afrikaans arts festivals, the KKNK, Innibos and Vryfees festivals, to the arts. Differences in contributions amongst the festivals were analysed and those areas that seemed to lack contribution were identified. Questionnaire surveys were conducted, whereafter an exploratory factor analysis was performed to determine by means of factors the perceived contribution at these arts festivals. ANOVAs were done to determine any statistically significant differences in the contributions of the three festivals to the performing arts and to the visual arts in terms of each contribution as identified in literature. The results of this study indicated that the extent of their contribution varied in terms of both the type and the level of their contribution to the arts they presented. The results confirm that the visitors to Afrikaans arts festivals in South Africa perceive them as contributing to the arts. Marketing, programming and planning proposals to effectively increase the arts contribution at these three festivals were also made. The final objective, to draw conclusions and make recommendations founded on the results of the study, indicated that this study made a significant contribution to arts festival planning as it would lead to the development of arts festivals contributing to the arts more effectively and more efficiently. This research made a significant contribution to arts festival research and the contribution that arts festivals have to the arts, since this is the first of its kind. It was recommended that the actual contribution of arts festivals to the arts be measured and not merely the contributions these festivals may appear to have according to the perceptions of festival visitors. It was also evident that the personal involvement of visitors to the arts festivals must be considered when evaluating the contribution of the festivals to the arts. Future research on this topic should be conducted at other arts festivals in order to enable comparative studies. A better understanding of the contributing factors of the arts festival to the arts will assist festival managers in implementing strategies that ensures the livelihood and on-going contribution of arts festivals to the arts. Examining arts festivals based on their perceived contributions has, therefore, proved useful to comprehensively evaluate the festivals under review and particularly as they seek to increase their contribution to all types of arts. / Thesis (MCom (Tourism Management))--North-West University, Potchefstroom Campus, 2013.

The primary goal of the study was to determine the contribution of three distinct South African arts festivals to the arts, namely Klein Karoo National Arts Festival (KKNK), Innibos and Vryfees arts festivals as perceived by visitors to the festivals. To achieve this goal, five objectives were formulated. Firstly, to provide a literature overview of the arts phenomena, by exploring the relationship between arts and culture, the arts context, the arts-related tourism product and then the perceived contributions of arts festivals to the arts; secondly, to determine the perceptions that the visitors to Klein Karoo National Arts Festival (KKNK) have regarding the festival’s contribution to the arts and whether the perceived contributions differs according to the sociodemographic characteristics of the visitors to KKNK; thirdly, to determine the perceived contribution of Innibos Low Veld National Arts Festival (Innibos) and Vryfees Arts Festival (Vryfees) to the arts and, here, to analyse possible differences regarding festival visitors’ involvement in the arts according to their arts preferences; fourthly, to determine the perceived contribution of arts festivals in South Africa to the arts at three arts festivals, namely the KKNK, Innibos and Vryfees festivals, and then to analyse whether or not the festivals differ in terms of their contribution to the arts; and lastly, to draw conclusions from the research and to make recommendations regarding the contributions that these selected South African arts festivals make to the arts. The first objective was achieved by conducting a literature study. Literature was analysed to dentify the relationship between arts and culture when defining the arts. The arts were then placed in the arts festival context; explaining and identifying different art forms that can be present at these events, where after the arts related tourism products were explored with a particular focus on arts festivals. Six contributing factors that arts festivals have for the arts were identified from the literature and each was discussed separately. The contributing factors discovered include the emotional contribution, educational contribution, economic contribution, quality contribution, marketing contribution and the growth and development contribution. Achieving the second objective entailed using a destination-based survey administered at KKNK in Oudtshoorn, Western Cape. An exploratory factor analysis was subsequently conducted and five factors revealed themselves, being Visual arts enhancement, Performing arts enhancement, Emotional inspiration, Visual arts involvement and Performing arts exposure. The factor analysis indicated that KKNK is perceived to contribute to the arts. ANOVAs and ttests were undertaken for further statistical analysis to determine differences in perception between socio-demographic characteristics, such as age, previous arts exposure, arts preference and geographic location of the visitors to KKNK. As the festival is perceived to contribute to the arts, implications were structured for the festival to ensure its continuing contribution to all forms of the arts equally. The third objective was to determine the contributing factors to the arts of two arts festivals, the Innibos and Vryfees festivals, and to determine whether or not preference for a particular type of art might influence personal arts involvement at the festivals. Surveys were conducted at both Innibos in Mbombela, Mpumalanga and at Vryfees in Bloemfontein, Free State. Separate exploratory factor analyses and two-way frequency tables were subsequently conducted to determine the contributing factors of the festivals. This process was followed by independent ttests that were used to investigate any statistically significant differences between visitors who preferred the performing arts and those who leaned towards the visual arts and to their personal involvement to the arts. The results show some moderate differences between arts preference and personal arts involvement concerning the purchase of performing and visual arts products and activities. The results are relevant when the marketing and planning of arts festivals is considered in order to achieve both better arts contribution and personal arts involvement. The fourth objective sought to determine the perceived contribution of three Afrikaans arts festivals, the KKNK, Innibos and Vryfees festivals, to the arts. Differences in contributions amongst the festivals were analysed and those areas that seemed to lack contribution were identified. Questionnaire surveys were conducted, whereafter an exploratory factor analysis was performed to determine by means of factors the perceived contribution at these arts festivals. ANOVAs were done to determine any statistically significant differences in the contributions of the three festivals to the performing arts and to the visual arts in terms of each contribution as identified in literature. The results of this study indicated that the extent of their contribution varied in terms of both the type and the level of their contribution to the arts they presented. The results confirm that the visitors to Afrikaans arts festivals in South Africa perceive them as contributing to the arts. Marketing, programming and planning proposals to effectively increase the arts contribution at these three festivals were also made. The final objective, to draw conclusions and make recommendations founded on the results of the study, indicated that this study made a significant contribution to arts festival planning as it would lead to the development of arts festivals contributing to the arts more effectively and more efficiently. This research made a significant contribution to arts festival research and the contribution that arts festivals have to the arts, since this is the first of its kind. It was recommended that the actual contribution of arts festivals to the arts be measured and not merely the contributions these festivals may appear to have according to the perceptions of festival visitors. It was also evident that the personal involvement of visitors to the arts festivals must be considered when evaluating the contribution of the festivals to the arts. Future research on this topic should be conducted at other arts festivals in order to enable comparative studies. A better understanding of the contributing factors of the arts festival to the arts will assist festival managers in implementing strategies that ensures the livelihood and on-going contribution of arts festivals to the arts. Examining arts festivals based on their perceived contributions has, therefore, proved useful to comprehensively evaluate the festivals under review and particularly as they seek to increase their contribution to all types of arts. / Thesis (MCom (Tourism Management))--North-West University, Potchefstroom Campus, 2013.

The primary purpose of this study was to determine the social determinants of arts festivals with reference to the ABSA KKNK. This goal was achieved by firstly analysing the event/festival phenomenon and the role thereof in event/festival tourism. Secondly, a literature study was conducted in order to examine the role of the community in supporting events/festivals. And thirdly, the results of the empirical research were discussed. Lastly, conclusions were drawn from the research and recommendations were made with regard to the social determinants of events/festivals. Literature indicated that events/festivals are central to daily living as perhaps never before and it can also be said that events/festivals play certain social, economic, cultural and environmental roles. Events/festivals can have various positive impacts on a community, such as job opportunities, economical growth and upliftment of the community. However it can also create various negative impacts such as crime, prostitution and damage to the environment. It is important to increase the number of positive impacts and decrease the number of negative impacts. This may improve the support of the community for the event/festival and improve the sustainability of the event/festival. The support of the community is also influenced by aspects such as community concern, ecocentric attitudes, community attachment. These social support determinants were measured by means of a questionnaire, as adapted from Gursoy and Kendall (2006) and it was therefore the objective of the questionnaire to analyse the social determinants that that may improve community support. The survey was distributed in the community of Oudtshoorn in 2007 and the determinants, as well as the relationship between the determinants and support for the event/festival, were based on structural equation modeling. A total of 279 questionnaires were completed during the festival. Respondents were, in general, more positive about the festival than negative. The results of the structural equation modelling suggest that community attachment and benefits and costs perceived are the most important social determinants in gaining local support for the ABSA KKNK. In the case of this study, ecocentric attitudes and issues of community concern did not influence the level of support given to the event/festival. / Thesis (M.A. (Tourism))--North-West University, Potchefstroom Campus, 2011.