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dc.contributor.authorSaayman, Melville
dc.contributor.authorWilliams, Karen
dc.identifier.citationWilliams, K. & Saayman, M. 2013. Relationship between travel motives and key success factors of visitors at a jazz festival. South African journal for research in sport, physical education and recreation, 35(1):183-202. []en_US
dc.description.abstractThis study set out to determine whether different target market segments have different needs as to which managerial aspects will keep them satisfied and returning to a festival. A survey was conducted at the Cape Town International Jazz Festival by means of field workers handing out 400 questionnaires to visitors. A Factor Analysis and ANOVA were carried out on the data to determine the visitors’ travel motives. It was found that different target markets deem different Key Success Factors (KSFs) as important. Motives such as Socialisation, Exploration, Escape, Quest for excitement and Jazz enjoyment were identified in the study as the main motives for visitors travelling to the Jazz Festival. Marketers can make use of these results to focus marketing resources more effectively in positioning the Cape Town International Jazz Festival in the marketplaceen_US
dc.publisherStellenbosch Universityen_US
dc.subjectKey success factorsen_US
dc.subjecttarget marketsen_US
dc.subjectmarket segmentationen_US
dc.subjecttravel motivationen_US
dc.subjectmusic festivalen_US
dc.subjectmusic eventsen_US
dc.subjectvisitor needsen_US
dc.titleRelationship between travel motives and key success factors of visitors at a jazz festivalen_US
dc.contributor.researchID10201424 - Saayman, Melville

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