Market segmentation of visitors at three selected arts festivals in South Africa

Abstract

Purpose: The purpose of this article is to examine the market segmentation of visitors at three Arts Festivals in South Africa. The Arts Festivals were Innibos, Oppikoppi and Volksblad. Problem investigated: The literature review clearly shows that, in order for marketers of festivals to use scarce resources effectively and efficiently, it is paramount to do market segmentation. The advantages of market segmentation lie in an increase in visitor numbers, better image, and by creating a competitive advantage to name but a few. Method of research: The research was conducted by means of structured questionnaires at the three arts festivals. The data was used to compile a profile of each Festival. The significance of the correlation between the three Festivals and their profiles were tested by using effect sizes and Chi-square. A sample size of 452 questionnaires for Volksblad, 573 questionnaires for Innibos and 201 for Oppikoppi was used. Findings: The results show that the visitor profile variables that are significant for market segmentation purposes include:language; the province in which Festival attendees reside; days spent at the Festival; and the size of the travelling group.These results confirmed but also contradicted a number of similar studies conducted. The results also clearly showed the different profiles of each of the three arts festivals. Value of research: This was the first time such research was undertaken at smaller Arts Festivals in South Africa and is useful for planning and marketing purposes. Conclusion: Due to the increase in the number of festivals and events in South Africa as well as competition in general,marketers and organisers of these events and festivals are required to understand and target the right markets. Hence, this type of research is important and necessitates marketers and event organisers to follow a more scientific approach.