Entrepreneurs are found globally in all industries. In the tourism industry, entrepreneurs feature strongly in the events sector. The purpose of this study is to determine the entrepreneurs' role at festivals and in this case a national arts festival. The literature revealed that this type of study has not previously been conducted in South Africa. The literature review indicates that arts festivals as income generating events can be seen as an entrepreneurial opportunity to maximise economic activity. Entrepreneurs play a vital role in the success of an event such as arts festival. Entrepreneurs initiate transformation and serve as catalysts of innovation. Entrepreneurs are important role players since they attract and retain visitors and contribute to forming cultural identity of the arts festival. In order to achieve the objective, a survey of all small businesses that were trading at one of South Africa's largest arts festivals, namely the Aardklop National Arts Festival held annually in the city of Potchefstroom, was conducted. Two hundred and twenty two useable questionnaires were captured on Excel and the data analysis included a factor analysis and descriptive results. The questionnaire consisted of three sections: section A - demographical information - 7 questions; section B - information on the business - 8 questions; and section C - festival information - 6 questions. The main results reveal that the most important characteristics contributing to entrepreneurship are: a need for achievement, being successful, having the necessary organising skills, self-edification, being explorative, and commitment. The entrepreneurs indicated that they perceive their role at the arts festival to deliver unique, quality products and services and to market their businesses. The findings from this study contributes to the limited academic research on entrepreneurs at arts festivals and will be beneficial for arts festival organising committees to determine future strategies on including entrepreneurs at arts festivals. / Thesis (M.Com. (Tourism))--North-West University, Potchefstroom Campus, 2010.

The 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.

Thesis (Ph.D. (Economics and Economic History)) - Rhodes University, 2006.

No description available.

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 aim of this research project was to determine and describe the challenges and advantages presented to artists taking part in student theatre festivals as well as the challenges and advantages presented to the organisers of such festivals. A further aim of the study was to determine, address and describe the functions of a student theatre festival within the community in which it takes place and then to describe how such a festival could be most effectively organised and planned. The study is original, since very little research has been done on this topic in the past. When collecting data for the project, no documents were found describing such study projects. The findings of this study are also important, since guidelines are given aiding festival organisers and future festival organisers in the effective planning and organising of such an event. The research was conducted using three research methodologies. These were a survey of scholarship, structured and semi-structured interviews and action research. The information gathered by the first two methodologies is described in chapter 2. Information gathered by the action research methodology is described in chapter 3, which is a case study of the 2001 and 2002 Krêkvars arts festivals. After the first festival had ended, it was evaluated in terms of which methods of planning were successful and which were not. The second festival was then planned, adapting the unsuccessful methods and emphasising the successful ones. Thereafter the festival was evaluated again, formulating suggestions for the effective planning and organisation of a student theatre festival. From this research project, it can be concluded that student theatre festivals present many advantages and challenges for those involved. It is therefore necessary for the organisers to be well prepared for the task at hand and to do sufficient planning in order to most effectively organise such an event. / Dissertation (MA (Drama))--University of Pretoria, 2005. / Drama / unrestricted

The income generated from Afrikaans films has fluctuated over the years. Currently this is still the case and the profits generated from Afrikaans films over the past seven years are cause for concern. The Afrikaans film industry is struggling to keep film attendees interested in their films. The need to better understand the Afrikaans film attendees‟ purchase behaviour has become more important than ever. By obtaining this information the producers, investors and marketers of Afrikaans films can produce and market Afrikaans films according to the market‟s needs and ultimately increase Afrikaans film theatre ticket sales. The primary goal of the study was to determine the ticket purchase behaviour of Afrikaans film theatre attendees to help the industry to increase ticket sales. To achieve this goal the following objectives were set: firstly, to do a literature overview on the Afrikaans film industry. Secondly, to conduct a literature analysis to identify possible aspects that can contribute to the ticket purchases of the performing arts (with the main focus on film theatre). Thirdly, to do a comparative analysis on the ticket purchase behaviour of film theatre attendees versus live theatre attendees. Fourthly, to analyse Afrikaans students and scholars‟ purchase behaviour of Afrikaans film theatre tickets. Lastly, to draw conclusions from the study and to make subsequent recommendations that aim to provide solutions for the Afrikaans film industry by increasing their film theatre ticket sales. Objectives 1 and 2 were achieved in the literature study (Chapter 2). Firstly the origin and evolution of the film industry was explained; and an overview of the history of the South African film industry was provided. Purchase behaviour was studied to understand the concept in general, as well as in the context of arts and cultural goods. Different purchase behaviour models were analysed and aspects contributing to the ticket purchases of arts / culture / film theatre / live theatre productions were identified and analysed. Objective 3 was achieved in Article 1 (Chapter 3). A comparative analysis was done on the ticket purchase behaviour of film theatre attendees versus live theatre attendees. An exploratory factor analysis was conducted on the 36 identified aspects that contribute to Afrikaans film theatre ticket purchases. The data for the article was collected in 2011 and 2013 at the Klein Karoo National Kunstefees (KKNK) with questionnaires. Attendees who viewed one or more Afrikaans films in the past year were requested to complete a questionnaire. This resulted in five factors labelled: Proudly Afrikaans, Production credentials, Quality facilities, Marketing and Leisure experience. The most important factor that influenced the film theatre attendees was identified as „Proudly Afrikaans’ and the second highest factor was „Leisure experience’. Confirmatory factor analyses were then performed on 20 identical and overlapping aspects identified from the film theatre ticket purchase data and live theatre ticket purchase data (secondary data from the study of Botha, 2011). The following factors were identified: Media/ Marketing, Quality facilities, Credentials and Lesure experience. To compare the contributing factors of Afrikaans film theatre ticket purchases to the contributing factors of Afrikaans live theatre ticket purchases, a t-test was performed. The t-test indicated that the film theatre attendees are more influenced by the factors Media, Quality facilities and Leisure experience; and the live theatre attendees on the other hand were more influenced by Credentials. Determining the key factors contributing to the ticket purchases of younger Afrikaans film theatre attendees was achieved in Article 2 (Objective 4). The objective was achieved by conducting a survey amongst Afrikaans-speaking students at the North-West University (Potchefstroom Campus); and Afrikaans-speaking scholars at an inter-school sports event hosted in the North West province. The questionnaire for students was dispersed at various on-campus classes attended by the students and the questionnaire for scholars was dispersed at an inter-school sports event for Afrikaans schools from various provinces. They were targeted at different sports fields where they were participating in various sports items. An exploratory factor analysis was conducted on the collected data to determine the factors contributing to the film theatre ticket purchases of this younger Afrikaans film theatre market. Five factors were identified. These factors were labelled: Quality film, Quality facilities, Proudly Afrikaans, Marketing and Production credentials. ANOVAs and t-tests were performed to explore possible difference between the mean values of the factors based on certain independent variables. Statistical significant differences were found: men and women are influenced to the same degree by all five of these factors; the five factors have a stronger influence the younger the attendees are. Respondents who prefer Afrikaans films above English films are more influenced by all five of these factors; and film attendees who view three or more films in one month are more influenced by the factors Quality facilities, Proudly Afrikaans and Production credentials. The younger Afrikaans film viewers‟ most popular medium for viewing films is television (DSTV / Box Office channels). The fifth objective was achieved by drawing conclusions from the study and making appropriate recommendations. The results of this study confirm that the study assisted in making a significant contribution to the producers and marketers of the Afrikaans film theatre industry. This research helps the industry to better understand their market based on its purchase behaviour. This research enables Afrikaans film producers and marketers to improve the effectiveness of their marketing campaigns amongst Afrikaans arts festival patrons and younger Afrikaans film theatre attendees. Ultimately, implementing the recommendations of this study will lead to the increase of Afrikaans film theatre ticket sales and help sustain this currently struggling Afrikaans film theatre industry. / MCom (Tourism Management), North-West University, Potchefstroom Campus, 2015

The income generated from Afrikaans films has fluctuated over the years. Currently this is still the case and the profits generated from Afrikaans films over the past seven years are cause for concern. The Afrikaans film industry is struggling to keep film attendees interested in their films. The need to better understand the Afrikaans film attendees‟ purchase behaviour has become more important than ever. By obtaining this information the producers, investors and marketers of Afrikaans films can produce and market Afrikaans films according to the market‟s needs and ultimately increase Afrikaans film theatre ticket sales. The primary goal of the study was to determine the ticket purchase behaviour of Afrikaans film theatre attendees to help the industry to increase ticket sales. To achieve this goal the following objectives were set: firstly, to do a literature overview on the Afrikaans film industry. Secondly, to conduct a literature analysis to identify possible aspects that can contribute to the ticket purchases of the performing arts (with the main focus on film theatre). Thirdly, to do a comparative analysis on the ticket purchase behaviour of film theatre attendees versus live theatre attendees. Fourthly, to analyse Afrikaans students and scholars‟ purchase behaviour of Afrikaans film theatre tickets. Lastly, to draw conclusions from the study and to make subsequent recommendations that aim to provide solutions for the Afrikaans film industry by increasing their film theatre ticket sales. Objectives 1 and 2 were achieved in the literature study (Chapter 2). Firstly the origin and evolution of the film industry was explained; and an overview of the history of the South African film industry was provided. Purchase behaviour was studied to understand the concept in general, as well as in the context of arts and cultural goods. Different purchase behaviour models were analysed and aspects contributing to the ticket purchases of arts / culture / film theatre / live theatre productions were identified and analysed. Objective 3 was achieved in Article 1 (Chapter 3). A comparative analysis was done on the ticket purchase behaviour of film theatre attendees versus live theatre attendees. An exploratory factor analysis was conducted on the 36 identified aspects that contribute to Afrikaans film theatre ticket purchases. The data for the article was collected in 2011 and 2013 at the Klein Karoo National Kunstefees (KKNK) with questionnaires. Attendees who viewed one or more Afrikaans films in the past year were requested to complete a questionnaire. This resulted in five factors labelled: Proudly Afrikaans, Production credentials, Quality facilities, Marketing and Leisure experience. The most important factor that influenced the film theatre attendees was identified as „Proudly Afrikaans’ and the second highest factor was „Leisure experience’. Confirmatory factor analyses were then performed on 20 identical and overlapping aspects identified from the film theatre ticket purchase data and live theatre ticket purchase data (secondary data from the study of Botha, 2011). The following factors were identified: Media/ Marketing, Quality facilities, Credentials and Lesure experience. To compare the contributing factors of Afrikaans film theatre ticket purchases to the contributing factors of Afrikaans live theatre ticket purchases, a t-test was performed. The t-test indicated that the film theatre attendees are more influenced by the factors Media, Quality facilities and Leisure experience; and the live theatre attendees on the other hand were more influenced by Credentials. Determining the key factors contributing to the ticket purchases of younger Afrikaans film theatre attendees was achieved in Article 2 (Objective 4). The objective was achieved by conducting a survey amongst Afrikaans-speaking students at the North-West University (Potchefstroom Campus); and Afrikaans-speaking scholars at an inter-school sports event hosted in the North West province. The questionnaire for students was dispersed at various on-campus classes attended by the students and the questionnaire for scholars was dispersed at an inter-school sports event for Afrikaans schools from various provinces. They were targeted at different sports fields where they were participating in various sports items. An exploratory factor analysis was conducted on the collected data to determine the factors contributing to the film theatre ticket purchases of this younger Afrikaans film theatre market. Five factors were identified. These factors were labelled: Quality film, Quality facilities, Proudly Afrikaans, Marketing and Production credentials. ANOVAs and t-tests were performed to explore possible difference between the mean values of the factors based on certain independent variables. Statistical significant differences were found: men and women are influenced to the same degree by all five of these factors; the five factors have a stronger influence the younger the attendees are. Respondents who prefer Afrikaans films above English films are more influenced by all five of these factors; and film attendees who view three or more films in one month are more influenced by the factors Quality facilities, Proudly Afrikaans and Production credentials. The younger Afrikaans film viewers‟ most popular medium for viewing films is television (DSTV / Box Office channels). The fifth objective was achieved by drawing conclusions from the study and making appropriate recommendations. The results of this study confirm that the study assisted in making a significant contribution to the producers and marketers of the Afrikaans film theatre industry. This research helps the industry to better understand their market based on its purchase behaviour. This research enables Afrikaans film producers and marketers to improve the effectiveness of their marketing campaigns amongst Afrikaans arts festival patrons and younger Afrikaans film theatre attendees. Ultimately, implementing the recommendations of this study will lead to the increase of Afrikaans film theatre ticket sales and help sustain this currently struggling Afrikaans film theatre industry. / MCom (Tourism Management), North-West University, Potchefstroom Campus, 2015

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.