Market segmentation of visitors to two distinct regional tourism events in South Africa
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Date
2013-07-18
Authors
Venter, Dewald
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Abstract
The purpose of this study was to segment the various markets attending the Transvalia
Open Air Show (Vaal Region) and the Cherry Festival (Free State). A comparison of the
various segments enabled the researcher to identify key success factors with regard to
market segmentation for tourism events to be implemented in the Vaal Region. It will
also enable organisers to target the correct tourist market segments for both events and
provide guidelines for improving the planning and marketing of events in both regions. This study therefore aimed to compare the market segments of two tourism events, the Cherry Festival. held in Ficksburg which is located in the Free State and the Transvalia Open Air Show, held in the Vaal Region. Questionnaires were distributed amongst visitors on the festival grounds as well as in areas surrounding the festival grounds. The study was based on availability sampling since only visitors who were willing to parttcipate in the survey completed the questionnaires. A total of 550 questionnaires was distributed, of which 472 were suitable for use. At the Transvalia Open Air Show 273 questionnaires were completed, of which 260 were usable. Students were trained by the researcher to assist in the survey. The questtonnaires were distributed on the show grounds.
The data were used to compile graphs and tables so that a profile of each festival could be designed The variables that were the focal point of this study were gender,
occupation, language, visitors' province of ongin, group size, number of days spent at
these events and average spend. These results can contribute to better marketing and more targeted markets to create a larger number of attendants. The organisers can
determine what type of entertainment, music and activities the attendants favour, so that
all the elements of the event can then be marketed as a whole. Feedback also allows
the organisers to improve the facilities and services available at the events.
Description
Thesis (M.Tech. - Tourism and PR Management, Dept. of Hospitality)--Vaal University of Technology.
Keywords
Transvalia Open Air Show, Cherry festival, Tourism, Vaal region