Dissertation (DPhil)--University of Stellenbosch, 2006. / Bibliography. Also available via the Internet.

Thesis (DPhil (History))—University of Stellenbosch, 2005. / Funding for the Afrikaans arts before 1994 was greatly controlled by the National Party government through the four former provincial arts councils. With the political change in South Africa after 1994, the dismantling of the provincial arts councils and the perceived uncertainty of the future of Afrikaans in a post-apartheid South Africa, Afrikaans cultural festivals were conceived to serve as a refuge for the Afrikaans language. The first of these was the Klein Karoo Nasionale Kunstefees (KKNK), piloted in April 1995 in Oudtshoorn. The KKNK has since changed every aspect of the Afrikaans arts. It has stimulated the establishment of other, similar festivals throughout the country, while becoming the bread and butter for aspiring and established artists alike. The festival lures thousands of visitors annually, providing Oudtshoorn with an indispensable economic injection. Despite the festival’s success, it has come under critique over the past 11 years for its perceived cultural exclusivity, and has been labelled as a mere “boerebasaar”. In addition, several interest groups vie for direct and indirect control of the festival, each staking their specific claim on the KKNK. This thesis provides a historical analysis of the origin and dynamics of the KKNK from 1995 to the present, while simultaneously comparing it to other so-called arts festivals. In addition, the nature of the festival is explored against the backdrop of various interest groups. The discussion concludes with a reflection on the significance of the festival.

The primary objective of this study was to determine the communication efficacy at arts festivals with specific reference to the Klein Karoo Nasionale Kunstefees (KKNK). This goal was achieved by firstly discussing the concept of communication. Secondly, a literature study was conducted in order to examine the links between communication and events. Thirdly, the results of the empirical research were discussed, and finally conclusions were drawn from the research and recommendations were made with regard to the communication efficacy of events, as well as for further research. From the literature, communication between the event organisers and the local community was defined. It was noted that communication plays an integral part in the success of an event. The host community plays an integral part in events as role players. By establishing and implementing an effective communication strategy to and from the organisers, the KKNK will harvest the fruits of a successful cultural event. Participation, decision making and informing the stakeholders using different types of media was the means by which the KKNK organisers communicated with the host community. Positive and negative impacts were measured in a questionnaire. The questionnaire that sought to measure whether there were significant differences between the two host communities of Oudtshoorn, and whether there were any differences in the results of the communication strategy of the organisers when comparing the opinions of the white and of the coloured communities. The questionnaires were distributed among the community members of Oudtshoorn, using on a stratified sampling method, and by using a random sampling method. A total of 258 questionnaires were completed, 110 from the white community and 148 from the coloured community. Means and standards deviations were determined following the affected sizes to explore the differences between the importance of participation and communication in the two communities, based on the dimensions of the various factors as determined in the factor analysis. It became clear that there is a small effect (0.2-0.5) on the opinions of the two communities regarding their being informed, community participation and the communication from KKNK to the Oudtshoorn community in general. Decision-making and participation opinions resulted in medium effects. It is the major significance of these effect sizes that the white and coloured communities do not believe they have equal decision making opportunities and participation. The chi-square test of significance revealed a small significance (0.1 - 0.3) in the following areas: overall communication, information received and sought for through different types of media and importance of the KKNK to Oudtshoorn. A medium significance (0.3 - 0.5) was measured, and recommendations were made that programs meeting the needs of host communities, decision making and having the community become active in festival programs should be initiated. This study contributes to the limited amount of literature available on the communication efficacy of events to their host communities. / Thesis (M.Com. (Tourism))--North-West University, Potchefstroom Campus, 2011.

The Klein Karoo National Arts Festival (KKNK) and the Aardklop National Arts Festival (Aardklop) are two of the largest and most popular arts festivals in South Africa. From a sustainability point of view, the primary aim of these festivals is to increase show ticket sales. However, show ticket sales have declined in recent years which, if this trend continues, will result in the discontinuation of these festivals. Market segmentation can assist the festivals' marketers/organisers to address this problem by identifying markets that buy show tickets, thereby supporting the festivals' shows/productions. With the latter in mind, the main purpose of this study was to critically evaluate different segmentation variables and approaches available to segment visitors who buy show tickets. 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 festivals can get to a customised festival programme creating greater satisfaction, long-term relationships, repeat visits and an increase in tickets supporting the shows/productions. Various variables/bases are used to segment a market to understand visitors' needs, motives and expectations. These variables/bases of segmentation include demographics;--expenditure, psychographies, decision behaviour, geographic, product specific, interests, travel motivations and communication channels. These variables give a complete visitors profile and are used to identify and compare different segments. Although these variables have been recommended as viable segmentation bases, there seems to be no single ideal base or variable that is the most effective segmentation criterion, since each variable serves a specific purpose. Therefore, the most appropriate variable or variables can only be selected if the objectives of the segmentation strategy are clearly defined. With the aim of the festivals in mind, it is therefore imperative to evaluate these segmentation variables and approaches critically to determine the most suitable variables to segment the festival market. To achieve the latter as well as the goal of this study, the study is divided into five articles. Research for all the articles was undertaken at the festivals and data obtained from 2008 were used for Aardklop, while data gathered in 2009 were used for the KKNK. Questionnaires were interview-administered and distributed randomly during the course of the festivals. In total, 495 questionnaires were completed in the visitor survey for Aardklop and 555 questionnaires for the KKNK. The variables travel motives, expenditure, visitor behaviour in terms of genre attendance and frequency of visitation were applied separately as well as in combination to address the goal of this study. Along with these variables, combination of statistical analysis or approaches including factor analysis, cluster analysis, regression analysis, AN OVA, as weI! as independent t-tests were applied to segment the festivals' markets. The best results were obtained when the variables and statistical analyses were used in combination rather than alone and provided valuable insights into the profile of the festivals' visitors. The contribution of this research therefore lies in the following: • Visitors at two similar Afrikaans festivals were, for the first time, analysed and compared using various methods of segmentation. • The methods used to segment the visitors were applied for the first time not only in this study, but also in the South African festival context. The following methods were applied for the first time in this study and can therefore be seen as a benchmark in South African festival research: Travel motives as a method of market segmentation; Distinguishing between genre attendees and non-genre attendees; Frequency of visitation and Segmenting and clustering festival visitors based on the genres attended. • The methods used in this study therefore add value to the tourism and festival industry and contribute to the body of knowledge about South African arts festival visitors and especially about the optimum approach to segment the festival market. • A combination of variables should be used to comprehensively segment the festival market with the aim of increasing show ticket sales.. • In addition, from a methodology point of view, this study has contributed to the following: Questionnaire design and development, selection of the sampling frame and size, as well as the type of statistical analysis used (separately and in combination). This study therefore greatly assists not only festival marketers/organisers but also future researchers. The information obtained from this study can be applied to comprehensively segment and profile the festival market and customise the festival programme based on visitor’s needs. This should lead to an increase in ticket sales, a greater economic impact and, ultimately, to the continuous sustainability of arts festivals in South Africa. / Thesis (Ph.D. (Tourism))--North-West University, Potchefstroom Campus, 2010.

The primary objective of this study was to determine the communication efficacy at arts festivals with specific reference to the Klein Karoo Nasionale Kunstefees (KKNK). This goal was achieved by firstly discussing the concept of communication. Secondly, a literature study was conducted in order to examine the links between communication and events. Thirdly, the results of the empirical research were discussed, and finally conclusions were drawn from the research and recommendations were made with regard to the communication efficacy of events, as well as for further research. From the literature, communication between the event organisers and the local community was defined. It was noted that communication plays an integral part in the success of an event. The host community plays an integral part in events as role players. By establishing and implementing an effective communication strategy to and from the organisers, the KKNK will harvest the fruits of a successful cultural event. Participation, decision making and informing the stakeholders using different types of media was the means by which the KKNK organisers communicated with the host community. Positive and negative impacts were measured in a questionnaire. The questionnaire that sought to measure whether there were significant differences between the two host communities of Oudtshoorn, and whether there were any differences in the results of the communication strategy of the organisers when comparing the opinions of the white and of the coloured communities. The questionnaires were distributed among the community members of Oudtshoorn, using on a stratified sampling method, and by using a random sampling method. A total of 258 questionnaires were completed, 110 from the white community and 148 from the coloured community. Means and standards deviations were determined following the affected sizes to explore the differences between the importance of participation and communication in the two communities, based on the dimensions of the various factors as determined in the factor analysis. It became clear that there is a small effect (0.2-0.5) on the opinions of the two communities regarding their being informed, community participation and the communication from KKNK to the Oudtshoorn community in general. Decision-making and participation opinions resulted in medium effects. It is the major significance of these effect sizes that the white and coloured communities do not believe they have equal decision making opportunities and participation. The chi-square test of significance revealed a small significance (0.1 - 0.3) in the following areas: overall communication, information received and sought for through different types of media and importance of the KKNK to Oudtshoorn. A medium significance (0.3 - 0.5) was measured, and recommendations were made that programs meeting the needs of host communities, decision making and having the community become active in festival programs should be initiated. This study contributes to the limited amount of literature available on the communication efficacy of events to their host communities. / Thesis (M.Com. (Tourism))--North-West University, Potchefstroom Campus, 2011.

The Klein Karoo National Arts Festival (KKNK) and the Aardklop National Arts Festival (Aardklop) are two of the largest and most popular arts festivals in South Africa. From a sustainability point of view, the primary aim of these festivals is to increase show ticket sales. However, show ticket sales have declined in recent years which, if this trend continues, will result in the discontinuation of these festivals. Market segmentation can assist the festivals' marketers/organisers to address this problem by identifying markets that buy show tickets, thereby supporting the festivals' shows/productions. With the latter in mind, the main purpose of this study was to critically evaluate different segmentation variables and approaches available to segment visitors who buy show tickets. 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 festivals can get to a customised festival programme creating greater satisfaction, long-term relationships, repeat visits and an increase in tickets supporting the shows/productions. Various variables/bases are used to segment a market to understand visitors' needs, motives and expectations. These variables/bases of segmentation include demographics;--expenditure, psychographies, decision behaviour, geographic, product specific, interests, travel motivations and communication channels. These variables give a complete visitors profile and are used to identify and compare different segments. Although these variables have been recommended as viable segmentation bases, there seems to be no single ideal base or variable that is the most effective segmentation criterion, since each variable serves a specific purpose. Therefore, the most appropriate variable or variables can only be selected if the objectives of the segmentation strategy are clearly defined. With the aim of the festivals in mind, it is therefore imperative to evaluate these segmentation variables and approaches critically to determine the most suitable variables to segment the festival market. To achieve the latter as well as the goal of this study, the study is divided into five articles. Research for all the articles was undertaken at the festivals and data obtained from 2008 were used for Aardklop, while data gathered in 2009 were used for the KKNK. Questionnaires were interview-administered and distributed randomly during the course of the festivals. In total, 495 questionnaires were completed in the visitor survey for Aardklop and 555 questionnaires for the KKNK. The variables travel motives, expenditure, visitor behaviour in terms of genre attendance and frequency of visitation were applied separately as well as in combination to address the goal of this study. Along with these variables, combination of statistical analysis or approaches including factor analysis, cluster analysis, regression analysis, AN OVA, as weI! as independent t-tests were applied to segment the festivals' markets. The best results were obtained when the variables and statistical analyses were used in combination rather than alone and provided valuable insights into the profile of the festivals' visitors. The contribution of this research therefore lies in the following: • Visitors at two similar Afrikaans festivals were, for the first time, analysed and compared using various methods of segmentation. • The methods used to segment the visitors were applied for the first time not only in this study, but also in the South African festival context. The following methods were applied for the first time in this study and can therefore be seen as a benchmark in South African festival research: Travel motives as a method of market segmentation; Distinguishing between genre attendees and non-genre attendees; Frequency of visitation and Segmenting and clustering festival visitors based on the genres attended. • The methods used in this study therefore add value to the tourism and festival industry and contribute to the body of knowledge about South African arts festival visitors and especially about the optimum approach to segment the festival market. • A combination of variables should be used to comprehensively segment the festival market with the aim of increasing show ticket sales.. • In addition, from a methodology point of view, this study has contributed to the following: Questionnaire design and development, selection of the sampling frame and size, as well as the type of statistical analysis used (separately and in combination). This study therefore greatly assists not only festival marketers/organisers but also future researchers. The information obtained from this study can be applied to comprehensively segment and profile the festival market and customise the festival programme based on visitor’s needs. This should lead to an increase in ticket sales, a greater economic impact and, ultimately, to the continuous sustainability of arts festivals in South Africa. / Thesis (Ph.D. (Tourism))--North-West University, Potchefstroom Campus, 2010.

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.

The ABSA Klein Karoo National Arts Festival (KKNK) is one of the biggest and most popular Afrikaans arts festivals in South Africa, and since its modest beginnings in 1994, the festival has grown significantly with an estimated 85518 visitors attending the festival in 2010. The festival furthermore has a considerable economic impact on the host community of Oudtshoorn and the surrounding regions. The direct spending by festival visitors during the 2010 festival was estimated at R109.7 million, that consists of tickets bought at the festival, memorabilia, food, restaurants and beverages, transport, accommodation and entertainment. Benefits associated with these spending patterns include an increase in job opportunities for the residents, more entertainment opportunities, improvement of residents’ lifestyles and opportunities for expanding businesses to name but a few. However, the number of tickets bought for shows and productions at the KKNK has decreased drastically over the last six years, visitor numbers have decreased and this will result in a decrease in the total revenue and economic impact this festival has on the local community of Oudtshoorn. Therefore, the festival needs to be managed in a sustainable way through improving the entertainment offered at the festival. The festival guide and promotion material should be designed in such a way that they meet the needs of visitors and offers the necessary information services to create a unique festival experience for visitors. The specific services visitors need must be provided, such as shuttle services and security. The purpose of this research is to identify the key success factors (KSFs) in managing the visitors’ experience at the KKNK. To achieve this, a quantitative survey was done by distributing 500 questionnaires amongst the visitors to the festival in 2010 from the 1st to the 8th of April. A total of 443 completed questionnaires were received back. In Chapter 2, an analysis on the background and different theories of event tourism, special events, arts festivals, management and KSFs were investigated. Previous studies on the KSFs were also identified which rendered valuable and proved that different tourism operations including events and arts festivals have different KSFs. Furthermore, this analysis revealed that there exist different markets with their own individual needs and reasons for attending the arts festivals and therefore have their own expectations of what needs to be included in a unique festival experience. Chapter 3 consists of Article 1, and the main purpose of this article was to identify the various key success factors visitors to the KKNK see as important in satisfying their needs and providing a unique festival experience. A factor analysis was performed and identified the following KSFs: Safety and Personnel, Marketing and Accessibility, Venues, Accommodation and Ablutions, General aspects and Social impact, Parking and Restaurants and Shows and Stalls. The results indicated that professional staff, adequate safety and emergency services, clear indications, easy accessible venues, quality accommodation, affordable children activities, quality food providers and a variety of shows are important KSFs to provide visitors with an unforgettable festival experience. Chapter 4’s (Article 2) main purpose was to divide or segment visitors to the KKNK based on their travel motivation to attend the festival and their rating of the importance of the KSFs into separate markets. This purpose was achieved by performing a factor analysis on the travel motivations to identify the main travel motives for visitors to attend the KKNK, this was followed by a cluster analysis based on the travel motives where three clusters were identified namely Escapists, Festival Junkies and Culture seekers. The clusters festival organisers should focus their management skills and resources on are the Festival Junkies and Culture Seekers. After performing ANOVA and Chi–square tests the results showed statistically significant differences between the three clusters based on age, years attended the festival, length of stay, total spending, all the KSFs, gender and rock shows as visitors preferred type of show or production. The results therefore reveal that there are three different markets based on their travel motives who attend the KKNK, furthermore each of these three clusters has their own preferences, characteristics and ratings on which KSF will contribute in enhancing their festival experience. This was the first study of its kind in South Africa. Therefore, it contributes to the event management literature. Festival organisers can also use the results of this research to improve the KKNK’s sustainability and success by applying the KSFs and increase tickets sales for shows and productions, attract a younger market and attract visitors who spend more at the festival, by providing for the needs of specific markets and creating a unique festival experience for each visitor. / Thesis (M.Com. (Tourism))--North-West University, Potchefstroom Campus, 2012.

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.

The ABSA Klein Karoo National Arts Festival (KKNK) is one of the biggest and most popular Afrikaans arts festivals in South Africa, and since its modest beginnings in 1994, the festival has grown significantly with an estimated 85518 visitors attending the festival in 2010. The festival furthermore has a considerable economic impact on the host community of Oudtshoorn and the surrounding regions. The direct spending by festival visitors during the 2010 festival was estimated at R109.7 million, that consists of tickets bought at the festival, memorabilia, food, restaurants and beverages, transport, accommodation and entertainment. Benefits associated with these spending patterns include an increase in job opportunities for the residents, more entertainment opportunities, improvement of residents’ lifestyles and opportunities for expanding businesses to name but a few. However, the number of tickets bought for shows and productions at the KKNK has decreased drastically over the last six years, visitor numbers have decreased and this will result in a decrease in the total revenue and economic impact this festival has on the local community of Oudtshoorn. Therefore, the festival needs to be managed in a sustainable way through improving the entertainment offered at the festival. The festival guide and promotion material should be designed in such a way that they meet the needs of visitors and offers the necessary information services to create a unique festival experience for visitors. The specific services visitors need must be provided, such as shuttle services and security. The purpose of this research is to identify the key success factors (KSFs) in managing the visitors’ experience at the KKNK. To achieve this, a quantitative survey was done by distributing 500 questionnaires amongst the visitors to the festival in 2010 from the 1st to the 8th of April. A total of 443 completed questionnaires were received back. In Chapter 2, an analysis on the background and different theories of event tourism, special events, arts festivals, management and KSFs were investigated. Previous studies on the KSFs were also identified which rendered valuable and proved that different tourism operations including events and arts festivals have different KSFs. Furthermore, this analysis revealed that there exist different markets with their own individual needs and reasons for attending the arts festivals and therefore have their own expectations of what needs to be included in a unique festival experience. Chapter 3 consists of Article 1, and the main purpose of this article was to identify the various key success factors visitors to the KKNK see as important in satisfying their needs and providing a unique festival experience. A factor analysis was performed and identified the following KSFs: Safety and Personnel, Marketing and Accessibility, Venues, Accommodation and Ablutions, General aspects and Social impact, Parking and Restaurants and Shows and Stalls. The results indicated that professional staff, adequate safety and emergency services, clear indications, easy accessible venues, quality accommodation, affordable children activities, quality food providers and a variety of shows are important KSFs to provide visitors with an unforgettable festival experience. Chapter 4’s (Article 2) main purpose was to divide or segment visitors to the KKNK based on their travel motivation to attend the festival and their rating of the importance of the KSFs into separate markets. This purpose was achieved by performing a factor analysis on the travel motivations to identify the main travel motives for visitors to attend the KKNK, this was followed by a cluster analysis based on the travel motives where three clusters were identified namely Escapists, Festival Junkies and Culture seekers. The clusters festival organisers should focus their management skills and resources on are the Festival Junkies and Culture Seekers. After performing ANOVA and Chi–square tests the results showed statistically significant differences between the three clusters based on age, years attended the festival, length of stay, total spending, all the KSFs, gender and rock shows as visitors preferred type of show or production. The results therefore reveal that there are three different markets based on their travel motives who attend the KKNK, furthermore each of these three clusters has their own preferences, characteristics and ratings on which KSF will contribute in enhancing their festival experience. This was the first study of its kind in South Africa. Therefore, it contributes to the event management literature. Festival organisers can also use the results of this research to improve the KKNK’s sustainability and success by applying the KSFs and increase tickets sales for shows and productions, attract a younger market and attract visitors who spend more at the festival, by providing for the needs of specific markets and creating a unique festival experience for each visitor. / Thesis (M.Com. (Tourism))--North-West University, Potchefstroom Campus, 2012.