Armand Viljoen

Who pays to view wildflowers in South Africa

This research identified viable target markets at two national parks in South Africa, using market segmentation based on demographic characteristics. We surveyed international, domestic and local wildflower-viewing visitors and labelled three distinct demographic clusters with appropriate flower names: Namaqualand Daisies, Gazanias and Wild Flaxes. Our results show that such clustering is a useful research tool for producing a clear visitor profile. It enabled us to provide strategic insights for managing wildflower viewing and similar natural events, according to the preferences of specific market segments.

The 3-S typology of South African culinary festival visitors

Purpose This paper aims to identify and cluster visitors to a premier South African cheese festival based on their motivation for attending the festival. Design/methodology/approach A structured questionnaire was used to collect the data from visitors over the three days of the festival, in which 519 usable questionnaires were included in the analysis. Three stages of the analysis were employed: a factor analysis examining the visitors’ motivation to attend the festival, a cluster analysis based on the motives identified by the factor analysis and an analysis of significant differences between the different market segments. Findings The general profile of respondents was similar to the profile of culinary tourists found in other studies. Furthermore, five key motives were identified, of which this combination has not been previously identified in the literature. The cluster analysis identified three distinct clusters, with heterogeneous behavioural and socio-demographic profile identifiers. Practical implications The value that this market segmentation technique holds regarding the marketing and branding of a(n) event/festival is that it could help managers/marketers to promote better culinary events/festivals in South Africa, by offering unique attributes that attract culinary visitors. Originality/value To the authors’ knowledge, this study is a first attempt to segment culinary visitors based on motivational factors, especially within the South African context. Clustering based on motives proved to be a useful market segmentation tool and proposes a 3-S typology of visitors to food-related events/festivals, namely, social, serious and selective epicureans.

Why Pay to View Wildflowers in South Africa

This research identified viable target markets at two national parks in South Africa, using market segmentation based on motives to travel to the parks during the flower season. We surveyed international, domestic, and local wildflower-viewing visitors and labeled three distinct clusters based on their level of interest in the event: appreciators, observers, and admirers. Our results show that such clustering is a useful research tool for producing a clear visitor profile. It enabled us to provide strategic insights for managing wildflower viewing, and similar natural events, according to the preferences of specific market segments.

Ageing in a Modern Era: The Case of South African Resort Visitors

Distinguishing tourists based on their age and generational cohort has been applied widely as a useful market segmentation tool. However, to date, limited research has analysed the needs of the different generations, especially in a South African tourism context. Even fewer studies have attempted to analyse or segment the resort spa visitor. This quantitative research is one of the first to analyse the profile and needs of different generations, specifically at resort spas in South Africa. A distinction was made between baby boomers and Generation X at three selected resorts in the country. The research showed the value of the generational theory in understanding the travel behaviour of visitors but also highlighted the fact that regarding research on destinations it is recommended to analyse different generations rather than solely focusing on one, as this could lead to mismanagement of resources. This research contributes towards understanding the needs of different generations in a South African context. Based on the results, this research suggests that the country’s history, and subsequent national events, may have played a significant role in shaping the travel needs, preferences and behaviour of the domestic market. Keywords: generational cohorts; baby boomers; Generation X; South Africa; resort tourism; resort spas; segmentation

The art of tastings: enhancing the arts festival experience

Purpose The role and importance of arts festivals are well documented within the festival and events literature. Art and culture, as well as the subsequent enhancement thereof, are especially significant in multicultural societies. However, little is known regarding the role of culinary experiences within an arts festival setting. The paper aims to discuss these issues. Design/methodology/approach The case study was a well-known and popular Afrikaans national arts festival held annually in Potchefstroom, South Africa. Visitors to three distinct tasting experiences (brandy, whisky and sparkling wine, including Methode Cap Classique), offered as part of the festival programme, were surveyed. Findings In the analyses, 292 completed questionnaires were included, which revealed three managerial factors for a successful tasting experience, as well as six tasting experience dimensions. In all cases, the experiences exceeded the expectations. This research greatly contributes towards the body of knowledge regarding tasting experiences at national arts festivals, an aspect that has not been researched to date. Practical implications Based on the results, practical implications are provided to enhance the current tasting experiences as well as visitor loyalty. This research is a stepping stone towards understanding the needs and preferences of the visitors, as well as identifying how the festival can capitalise on delivering these experiences. Originality/value This research identified for the first time the factors that contribute to a memorable tasting experience, as well as evaluated the tasting experience dimensions.