n Journal of Contemporary Management - Towards a ticket purchase behaviour model for South African arts festivals
|Article Title||Towards a ticket purchase behaviour model for South African arts festivals|
|© Publisher:||Prof. Marthie Grobler|
|Journal||Journal of Contemporary Management|
|Affiliations||1 North-West University, 2 North-West University and 3 North-West University|
|Publication Date||Jan 2014|
|Pages||324 - 348|
|Keyword(s)||Arts festival, Arts/theatre attendance, Arts/theatre demand, Performing arts, Purchase behaviour models and Ticket purchase behaviour/decision|
With more than 400 annual festivals in South Africa to choose from, arts festival patrons are becoming more selective in their purchase behaviour, resulting in declining festival attendee numbers and tickets sales for some festivals. A better understanding of the influences on ticket purchase behaviour is necessary for the future development of a South African ticket purchase behaviour model. This was accomplished by administering a questionnaire (developed by means of the Delphi technique) among ticket purchasers at two arts festivals. An exploratory factor analysis revealed seven key factors contributing to ticket purchases, and T-tests further revealed findings concerning regular visitors and avid purchasers.
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