Music Event Tourism as a Means to Encourage Local Travel: The Case of the World Choir Games, South Africa
Events offer destinations the opportunity to showcase unique local resources and despite the challenges posed to this niche market, it can serve as part of post-COVID-19 recovery. Music events present experiences centred around unique local culture and serve the trend toward growth in domestic touri...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
AfricaJournals
2022-05-01
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| Series: | African Journal of Hospitality, Tourism and Leisure |
| Subjects: | |
| Online Access: | https://www.ajhtl.com/uploads/7/1/6/3/7163688/2__11_se1_525-540.pdf |
| _version_ | 1818246111649857536 |
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| author | Elizabeth Ann du Preez Martinette Kruger |
| author_facet | Elizabeth Ann du Preez Martinette Kruger |
| author_sort | Elizabeth Ann du Preez |
| collection | DOAJ |
| description | Events offer destinations the opportunity to showcase unique local resources and despite the challenges posed to this niche market, it can serve as part of post-COVID-19 recovery. Music events present experiences centred around unique local culture and serve the trend toward growth in domestic tourism. However, there is a dearth of
literature on music event tourism from the Continent despite Africa being known for its rich cultures and popularity of music. Although a globally popular musical style, choir events are also underrepresented in the literature. This article describes local spectator segments of the World Choir Games held in South Africa, a first for the African continent, to identify the factors that drive positive perceptions of the host as a music event tourism
destination. Data was collected from 350 spectators and segmentation carried out using cluster analysis. Results indicated two groups of spectators: Avid Exploring Supporters and Experienced Particular Supporters. Though the groups differ in motivations and experiences, both can contribute to sustaining this niche. |
| first_indexed | 2024-12-12T14:43:37Z |
| format | Article |
| id | doaj.art-d6a823629d3b44b98b91d26713d9651c |
| institution | Directory Open Access Journal |
| issn | 2223-814X |
| language | English |
| last_indexed | 2024-12-12T14:43:37Z |
| publishDate | 2022-05-01 |
| publisher | AfricaJournals |
| record_format | Article |
| series | African Journal of Hospitality, Tourism and Leisure |
| spelling | doaj.art-d6a823629d3b44b98b91d26713d9651c2022-12-22T00:21:09ZengAfricaJournalsAfrican Journal of Hospitality, Tourism and Leisure2223-814X2022-05-0111SE1525540https://doi.org/10.46222/ajhtl.19770720.240Music Event Tourism as a Means to Encourage Local Travel: The Case of the World Choir Games, South AfricaElizabeth Ann du Preez0https://orcid.org/0000-0001-8144-1999Martinette Kruger1https://orcid.org/0000-0002-6674-8498Department of Marketing Management, University of PretoriaTREES (Tourism Research in Economic Environs and Society), North-West University, North-WestEvents offer destinations the opportunity to showcase unique local resources and despite the challenges posed to this niche market, it can serve as part of post-COVID-19 recovery. Music events present experiences centred around unique local culture and serve the trend toward growth in domestic tourism. However, there is a dearth of literature on music event tourism from the Continent despite Africa being known for its rich cultures and popularity of music. Although a globally popular musical style, choir events are also underrepresented in the literature. This article describes local spectator segments of the World Choir Games held in South Africa, a first for the African continent, to identify the factors that drive positive perceptions of the host as a music event tourism destination. Data was collected from 350 spectators and segmentation carried out using cluster analysis. Results indicated two groups of spectators: Avid Exploring Supporters and Experienced Particular Supporters. Though the groups differ in motivations and experiences, both can contribute to sustaining this niche. https://www.ajhtl.com/uploads/7/1/6/3/7163688/2__11_se1_525-540.pdfniche tourismmusic eventschoral musicspectatorsworld choir games |
| spellingShingle | Elizabeth Ann du Preez Martinette Kruger Music Event Tourism as a Means to Encourage Local Travel: The Case of the World Choir Games, South Africa African Journal of Hospitality, Tourism and Leisure niche tourism music events choral music spectators world choir games |
| title | Music Event Tourism as a Means to Encourage Local Travel: The Case of the World Choir Games, South Africa |
| title_full | Music Event Tourism as a Means to Encourage Local Travel: The Case of the World Choir Games, South Africa |
| title_fullStr | Music Event Tourism as a Means to Encourage Local Travel: The Case of the World Choir Games, South Africa |
| title_full_unstemmed | Music Event Tourism as a Means to Encourage Local Travel: The Case of the World Choir Games, South Africa |
| title_short | Music Event Tourism as a Means to Encourage Local Travel: The Case of the World Choir Games, South Africa |
| title_sort | music event tourism as a means to encourage local travel the case of the world choir games south africa |
| topic | niche tourism music events choral music spectators world choir games |
| url | https://www.ajhtl.com/uploads/7/1/6/3/7163688/2__11_se1_525-540.pdf |
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