Pierre-Andre Viviers

Towards an instrument measuring community perceptions of the impacts of festivals

Abstract The sustainability of an event depends on the support of the local community. Currently, community instruments do not measure perceptions of the impacts of events in an integrated manner. This paper is the first step in developing such an instrument for events in South Africa. Seventy-five community impact items were identified through a literature study and were reduced to 44 items by using the Delphi technique. The results (44 items) were included in a questionnaire distributed at two festivals in South Africa, the Klein Karoo (N=330) and Grahamstown National Arts Festivals (N=401). A principal components factor analysis was performed, descriptive factors were identified and Cronbach Alfa coefficients calculated. Nine factors were identified of which two were found to be not reliable in this case. This instrument is unique because it is a first step in developing an integrated community perception measuring instrument for events in South Africa.

Expenditure-based segmentation of visitors to Aardklop National Arts Festival

Competition in the festival market has important implications for South African arts/cultural festivals. To assist a festival to remain sustainable, market segmentation is an effective tool to divide existing and potential markets into homogenous groups based on meaningful characteristics. The aim of this article is to segment visitors (by using visitor expenditure as segmentation method) to one of South Africas largest arts festivals, namely the Aardklop National Arts Festival held annually in Potchefstroom in the North West province. A questionnaire survey (N=1 671) was conducted annually at the festival and data from 2005 to 2008 were analysed. In the results four expenditure segments were identified and the analysis confirmed significant differences in socio-demographic and behavioural variables/characteristics between these different expenditure groups. Managerial and marketing implications are consequently proposed for the festival organisers.

The influence of length of residency on the social impacts of selected national arts festivals in South Africa

Abstract Festivals in South Africa contribute greatly to the economic and social well-being of communities and offer various benefits. The host community is considered to be one of the key role players in tourism and therefore relations between the festivals and the host communities play an important role in understanding the social impact of an event. The aim of this research is to determine the influence of length of residency on the social impacts of arts festivals. To achieve this aim, a quantitative study was conducted in the communities of Oudtshoorn and Potchefstroom. Results indicated that residents who had been living in these communities for longer, had stronger opinions about certain negative impacts resulting from the festivals than those residents who had been living in these towns for a shorter period of time. It is thus evident that length of residency influences the social impacts of arts festivals and may influence the sustainability of these festivals as well.

Analyzing the ticket purchasing behaviour of younger Afrikaans cinema attendees

The Afrikaans film industry is facing a difficult time, as many Afrikaans films are struggling financially. By determining the key factors contributing to the ticket purchases for Afrikaans films, the Afrikaans film industry can be assisted to increase ticket sales. Younger consumers are the future market for most industries, and since films are a leisure activity enjoyed by many young individuals, a better understanding of the needs and preferences of younger cinema attendees will contribute to the sustainability of the future market. The results revealed five key factors contributing to the ticket purchases of younger Afrikaans cinema attendee, namely Marketing, Proudly Afrikaans, Production Credentials, Quality Facilities and Quality Films. ANOVAs and t-tests were conducted to analyze the data further. It was found that all the factors have a stronger influence on the attendees the younger they are; attendees who prefer Afrikaans films over English films are also more influenced by these factors; and attendees who view three or more films in one month are more influenced by the factors Quality Facilities, Proudly Afrikaans and Production Credentials. The managerial implications of this are discussed and recommendations are made for Afrikaans film marketers and producers in order for them to better cater for the needs of this younger cinema attendee, and ultimately contribute to the growth of the Afrikaans film industry.

Understanding the residents’ social impact perceptions of an African Cultural Festival: the case of Macufe

ABSTRACT The Macufe is one of the Africa’s largest cultural festivals, and takes place annually in Bloemfontein, South Africa. This 10-day event attracts approximately 140,000 attendees, meaning that the residents have to share facilities and services with tourists. The effects of such interactions can be both positive and negative. Community members are stakeholders in any tourism ventures that take place in their area, meaning that their goodwill is of utmost importance. Therefore, the social impacts of this event should be well managed to foster community support. For this reason, a quantitative study was done to determine residents’ social impact perceptions towards the event. A total of 425 questionnaires were completed by willing residents who lived in proximity to festival activities. From an exploratory factor analysis, four factors were extracted, namely community enhancement, community degradation, tourism growth and increased public spending and interaction. It was found that the event does not generate significant levels of positive social impacts, and that the negative social impacts are viewed almost equal to the positive social impacts. This was one of the first social impact perception studies done on an African arts festival, which contributes to the sustainable management of such crucial events.

Expenditure-based segmentation of visitors to Aardklop National Arts Festival : research article

Competition in the festival market has important implications for South African arts/cultural festivals. To assist a festival to remain sustainable, market segmentation is an effective tool to divide existing and potential markets into homogenous groups based on meaningful characteristics. The aim of this article is to segment visitors (by using visitor expenditure as segmentation method) to one of South Africas largest arts festivals, namely the Aardklop National Arts Festival held annually in Potchefstroom in the North West province. A questionnaire survey (N=1 671) was conducted annually at the festival and data from 2005 to 2008 were analysed. In the results four expenditure segments were identified and the analysis confirmed significant differences in socio-demographic and behavioural variables/characteristics between these different expenditure groups. Managerial and marketing implications are consequently proposed for the festival organisers.