The purpose of this study was to identify tourist profiles as a segmentation
variable for three festivals (Innibos, Oppikoppi and Volksblad). Numerous
segmentation studies have been done in the past; however, few were done
where profiles were used as variables for segmentation of arts festivals. Market
segmentation is the way in which tourism companies divide a market into smaller,
more clearly defined groups that share similar needs, wants, and characteristics.
Segmentation is important in order for a destination to target the right kind of
visitor. Other reasons for doing this type of research is to increase the number of
new tourist arrivals; to increase the length of stay of tourists; the amount of tourist
expenditure per visitor stay and to broaden the activities and shows that are
offered.
Research for this study was undertaken at three festivals. These festivals are
Innibos, Volksblad and Oppikoppi respectively. Questionnaires were distributed
randomly during the course of the festivals. Data collection was done by field
workers who distributed questionnaires to the attendants of the festivals. At each
of the three festivals questionnaires were interviewer administered and the "recall
method" was used, where respondents had lo recall their spending. It was also a
destination-based survey, where interviews were held on-site during the event.
Different sites were chosen to limit response bias towards a certain group of
festival attendants. The questionnaires were distributed throughout the course of
the three festivals respectively.
The data was used to compile graphs and tables so that a profile of each festival
can be designed. Correlations between the three festivals and their profiles were
made. In this case the effect size is given by w= √(x2/n), where x2 is the usual Chi-square statistic for the contingency table and n is the sample size. In the
special case of a 2x2 table, the effect size (w) is given by phi (Φ) coefficient. Note
that the effect size is again independent of sample size. Oppikoppi has an average of 10 000 attendants, lnnibos and Volksblad have an average of
approximately 30 000 attendants per year. The sample size of 400
questionnaires for Volksblad and 400 questionnaires for lnnibos was anticipated
and 200 for Oppikoppi.
The variables that were the focus point of this study were gender, occupation,
language, province where the attendants reside, travel group size and number of
days at festival. This information can contribute to better marketing and more
targeted markets for a larger number of attendants. The organiser can determine
what type of entertainment, music, song and dance can be packaged and
marketed as a unique product. The research indicated that organisers from
Volksblad and lnnibos can focus more on family entertainment that is suitable for
the whole family. Oppikoppi is a rock festival and therefore the organisers can get
more rock bands, especially Afrikaans rock. All three festivals are for Afrikaans
speaking people so they can use Afrikaans magazines and newspapers as well
as Afrikaans radio stations to market these festivals in the province of
deliverance as well as bordering provinces.
The study contributes to the information of the larger festivals that already exists
like Aardklop, Grahamstown and KKNK. / Thesis (M.Com. (Tourism))--North-West University, Potchefstroom Campus, 2007.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:nwu/oai:dspace.nwu.ac.za:10394/1298 |
| Date | January 2007 |
| Creators | Pissoort, Véronique |
| Publisher | North-West University |
| Source Sets | South African National ETD Portal |
| Detected Language | English |
| Type | Thesis |
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