Visitors motivations and loyalty towards the Umtiza arts festival
The enormous artistic talent that South Africa is endowed with, is evident in the over 300 annual festivals that reverberate around the country. However, it is evident that with the increasing number of festivals, competition for attendees, resources and income is getting tighter. Visitors to festiv...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
AfricaJournals
2019-10-01
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| Series: | African Journal of Hospitality, Tourism and Leisure |
| Subjects: | |
| Online Access: | https://www.ajhtl.com/uploads/7/1/6/3/7163688/article_81_vol_8_5__2019_wsu.pdf |
| _version_ | 1818085761957756928 |
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| author | Acha-Anyi Paul Nkemngu Macozoma Sibusiso Sibonisiwe Acha-Anyi Asongu |
| author_facet | Acha-Anyi Paul Nkemngu Macozoma Sibusiso Sibonisiwe Acha-Anyi Asongu |
| author_sort | Acha-Anyi Paul Nkemngu |
| collection | DOAJ |
| description | The enormous artistic talent that South Africa is endowed with, is evident in the over 300 annual festivals that reverberate around the country. However, it is evident that with the increasing number of festivals, competition for attendees, resources and income is getting tighter. Visitors to festivals justify the reasonfor-being of the event, but more importantly, income that is crucial to the sustainability of the event. Understanding the motivations of visitors to a festival, places the organisers at a vantage point in order to increase visitor satisfaction and hopefully expand the event loyal-client base. The goal of this study was to explore the motivations and loyalty of attendees at the Umtiza arts festival. A quantitative research paradigm was employed through the use of a questionnaire as the study instrument. Duly completed questionnaires were analysed using the Statistical Package for Social Sciences (SPSS). The key finding of the study is that the main motivation among the respondents is to relax and socialise. The major implication from the study is the suggestion for organisers of the Umtiza festival to exercise a strategic shift in marketing and product development. |
| first_indexed | 2024-12-10T20:14:56Z |
| format | Article |
| id | doaj.art-60bd56bae2b74815b73acc13c21fdc47 |
| institution | Directory Open Access Journal |
| issn | 2223-814X |
| language | English |
| last_indexed | 2024-12-10T20:14:56Z |
| publishDate | 2019-10-01 |
| publisher | AfricaJournals |
| record_format | Article |
| series | African Journal of Hospitality, Tourism and Leisure |
| spelling | doaj.art-60bd56bae2b74815b73acc13c21fdc472022-12-22T01:35:12ZengAfricaJournalsAfrican Journal of Hospitality, Tourism and Leisure2223-814X2019-10-0185Visitors motivations and loyalty towards the Umtiza arts festivalAcha-Anyi Paul Nkemngu0Macozoma Sibusiso Sibonisiwe 1Acha-Anyi Asongu 2Walter Sisulu University Faculty of Business Science Department of Tourism Hospitality and Sports Management South AfricaWalter Sisulu University Faculty of Business Science Department of Tourism Hospitality and Sports Management South Africa University of South Africa Department of Communication Sciences The enormous artistic talent that South Africa is endowed with, is evident in the over 300 annual festivals that reverberate around the country. However, it is evident that with the increasing number of festivals, competition for attendees, resources and income is getting tighter. Visitors to festivals justify the reasonfor-being of the event, but more importantly, income that is crucial to the sustainability of the event. Understanding the motivations of visitors to a festival, places the organisers at a vantage point in order to increase visitor satisfaction and hopefully expand the event loyal-client base. The goal of this study was to explore the motivations and loyalty of attendees at the Umtiza arts festival. A quantitative research paradigm was employed through the use of a questionnaire as the study instrument. Duly completed questionnaires were analysed using the Statistical Package for Social Sciences (SPSS). The key finding of the study is that the main motivation among the respondents is to relax and socialise. The major implication from the study is the suggestion for organisers of the Umtiza festival to exercise a strategic shift in marketing and product development.https://www.ajhtl.com/uploads/7/1/6/3/7163688/article_81_vol_8_5__2019_wsu.pdfmotivationvisitorsfestivalUmtiza arts festivalloyaltyEastern Cape |
| spellingShingle | Acha-Anyi Paul Nkemngu Macozoma Sibusiso Sibonisiwe Acha-Anyi Asongu Visitors motivations and loyalty towards the Umtiza arts festival African Journal of Hospitality, Tourism and Leisure motivation visitors festival Umtiza arts festival loyalty Eastern Cape |
| title | Visitors motivations and loyalty towards the Umtiza arts festival |
| title_full | Visitors motivations and loyalty towards the Umtiza arts festival |
| title_fullStr | Visitors motivations and loyalty towards the Umtiza arts festival |
| title_full_unstemmed | Visitors motivations and loyalty towards the Umtiza arts festival |
| title_short | Visitors motivations and loyalty towards the Umtiza arts festival |
| title_sort | visitors motivations and loyalty towards the umtiza arts festival |
| topic | motivation visitors festival Umtiza arts festival loyalty Eastern Cape |
| url | https://www.ajhtl.com/uploads/7/1/6/3/7163688/article_81_vol_8_5__2019_wsu.pdf |
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