From jazz notes to bank notes: The determinants of spending by black music festival attendees
Journal of Economic and Financial Sciences
| Field | Value | |
| Title | From jazz notes to bank notes: The determinants of spending by black music festival attendees | |
| Creator | Kruger, Martinette Metsi, Phatshimo I. | |
| Description | Diamonds and Dorings Music Festival is used as a strategy to increase attendee numbers and associated spending to boost the economy of Kimberley and Northern Cape Province. The festival attracts mostly the Black Diamond market, a term coined to describe South Africa’s black middle-class people. In the festival context, the Black Diamonds can be regarded as a niche and emerging market that is growing in the South African economy. Unfortunately, to date, limited research has focused on the needs and spending power of this market at music festivals. To fill this gap, this research identified the determinants of the festival attendees’ spending. A visitor survey was conducted at the festival in 2015 where 367 questionnaires were administered. A linear regression analysis identified the determinants of attendee spending that included a higher number of tickets purchased, all spending components, being a local resident, staying with family and friends, staying in a guest house or BB and hearing about the festival on the radio. These determinants have a significant influence on respondents’ behaviour to spend more money when attending the festival. Marketers and organisers of Diamonds and Dorings should focus on these determinants to influence higher spending at the festival in future. | |
| Publisher | AOSIS | |
| Date | 2018-05-15 | |
| Identifier | 10.4102/jef.v11i1.190 | |
| Source | Journal of Economic and Financial Sciences; Vol 11, No 1 (2018); 10 pages 2312-2803 1995-7076 | |
| Language | eng | |
| Relation |
The following web links (URLs) may trigger a file download or direct you to an alternative webpage to gain access to a publication file format of the published article:
https://jefjournal.org.za/index.php/jef/article/view/190/287
https://jefjournal.org.za/index.php/jef/article/view/190/286
https://jefjournal.org.za/index.php/jef/article/view/190/288
https://jefjournal.org.za/index.php/jef/article/view/190/272
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