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Article
Publication date: 4 December 2017

Cine van Zyl

The purpose of this paper is threefold: first, to describe a novel tool (conjoint analysis (CA)) for application by explaining the theory behind it; second, how the tool…

Abstract

Purpose

The purpose of this paper is threefold: first, to describe a novel tool (conjoint analysis (CA)) for application by explaining the theory behind it; second, how the tool was developed; and third, how it can be used to ensure an optimal festival/event offering. In this way, the research needed on the individual behavioural and psychological factors of the events-tourism sector are addressed.

Design/methodology/approach

Planned events in this case the three largest arts festivals in South Africa (SA) (in Potchefstroom – Festival A, Grahamstown – Festival B and Oudtshoorn – Festival C) were studied. Five different attributes – festival brands, ticket prices, entertainment activities, food and beverages and transport to venues – were developed to describe arts festivals. The data were analysed using CA. CA was used in a linear regression model with individual ratings for each arts festival product. In addition, two techniques often used as complementary to and in conjunction with CA, namely, cluster and correspondence analysis were also used. K-means clustering constructed a four-factor solution, which categorised and labelled the attributes as, brand-, price-, activity- and transport-sensitive. The software package STATISTICA used the results for the correspondence analysis to draw maps between the arts festivals and attribute importance, age groups and festival attributes, arts festivals and language.

Findings

Festival A and B preferred the attribute level quality music, whilst Festival C preferred quality performances on the attribute entertainment. On the attribute refreshments, Festivals B and C preferred value for money and Festival A, a wide variety of good quality refreshments. On the attributes transport and ticket prices, all three festivals agreed for safe and secure parking and at the same price.

Research limitations/implications

This paper demonstrates, by applying the recommended tool, how it can be used to distinguish festivals/events in an overcrowded SA market with the possibility of providing a competitive advantage. In that all three festivals researched preferred the attribute festival brand held in the region which destination marketing organisations (DMOs) can use to their advantage.

Practical implications

This paper demonstrates, by applying the recommended tool, how it can be used to distinguish festivals/events in an overcrowded SA market with the possibility of providing a competitive advantage. In that all three festivals researched preferred the attribute festival brand held in the region which DMOs can use to their advantage.

Originality/value

The description of the development of the model could illustrate how market positioning (by way of revitalizing older theories), in the arts festival context can be approached to ensure an optimal arts festival offering. By so doing the paper strives to make an academic contribution.

Details

International Journal of Tourism Cities, vol. 3 no. 4
Type: Research Article
ISSN: 2056-5607

Keywords

Content available
Article
Publication date: 8 June 2020

Lesedi Tomana Nduna and Cine van Zyl

The purpose of this study is to investigate benefits tourist seek when visiting a nature-based tourism destination to develop a benefit segmentation framework.

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Abstract

Purpose

The purpose of this study is to investigate benefits tourist seek when visiting a nature-based tourism destination to develop a benefit segmentation framework.

Design/methodology/approach

The study used quantitative research methods, with 400 self-administered survey administered to a sample of 400 tourists visiting the Kruger, Panorama, and Lowveld areas in Mpumalanga.

Findings

Cluster analysis produced two benefit segments. Binary logistic regression benefits that emerged from the cluster analysis were statistically significant predictors of the attractions tourists visited and the activities in which they participated during their stays in Mpumalanga. Factor-cluster analysis and binary logistic regression results were used to develop a benefit segmentation framework as a marketing planning tool.

Research limitations/implications

The study was only based on Mpumalanga Province and therefore, the results cannot be generalised. The study was conducted over one season, the Easter period

Practical implications

The proposed benefit segmentation framework provides a tool that destination management organisations can use to plan effectively for marketing.

Social implications

Effective marketing may lead to increased tourism growth which can have a multiplier effect on the destination.

Originality/value

This article is based on a master’s study conducted in Mpumalanga and results are presented on this paper.

Details

International Journal of Tourism Cities, vol. 6 no. 4
Type: Research Article
ISSN: 2056-5607

Keywords

Abstract

Details

International Journal of Tourism Cities, vol. 5 no. 2
Type: Research Article
ISSN: 2056-5607

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