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.
| Identifer | oai:union.ndltd.org:NWUBOLOKA1/oai:dspace.nwu.ac.za:10394/4451 |
| Date | January 2010 |
| Creators | Kriel, Jaun Antonie |
| Publisher | North-West University |
| Source Sets | North-West University |
| Detected Language | English |
| Type | Thesis |
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