New versus returning visitors: the strawberry festival at the Redberry farm in George, South Africa.
The aim of this research is to evaluate the differences and or similarities between new and returning visitors at one of South Africa’s unique festivals, the Strawberry Festival, which is held annually at the Redberry farm in George in the Western Cape Province of South Africa. New and returning fes...
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| Format: | Article |
| Language: | English |
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AfricaJournals
2018-05-01
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| Series: | African Journal of Hospitality, Tourism and Leisure |
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| Online Access: | https://www.ajhtl.com/uploads/7/1/6/3/7163688/article_43_vol_7_3__2018.pdf |
| Summary: | The aim of this research is to evaluate the differences and or similarities between new and returning visitors at one of South Africa’s unique festivals, the Strawberry Festival, which is held annually at the Redberry farm in George in the Western Cape Province of South Africa. New and returning festival attendees are important for the success and well-being of any festival. It is therefore paramount that those who organise festivals must look at both the needs and interests of both the new and also
returning visitors. The aim of this research was to look into what differentiates new visitors from returning visitors to the Strawberry Festival but also to determine what the similarities are between these two groups. The study adopted a quantitative research methodology and used questionnaires as a data collection instrument. The results of the study revealed that there were small statistical differences between new and returning visitors to the Strawberry Festival when it comes to spending patterns,
quality of entertainment and waiting times to be served at various stations during the festival. The results imply that festival organisers/managers need to be aware of the differences between new and returning visitors so that they can ‘tailor-make’ festival activities to address the needs of the two market segments. |
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| ISSN: | 2223-814X |