How to improve the visitor experience: lessons from a Neil Diamond performance

Abstract

This research determined what factors motivated visitors to attend the Neil Diamond concerts in South Africa and the critical success factors that influence attendees' experience when attending a live music performance. Surveys were conducted at all four Neil Diamond concerts held during April 2011, where a total of 1820 questionnaires were administered. The statistical analyses were conducted in three stages where stage one included factor analyses, stage two included the cluster analysis based on the motives and finally, an analysis of the significant differences between the motivational clusters of visitors at the four Neil Diamond concerts was undertaken. Two clusters were identified, and named the Neil Diamond Fanistas and the Neil Diamond Curious. According to the t-test, four motivational factors contributed to differentiating the two motivational clusters from one another. These included: Excitement and group affiliation, Socialisation, Artist affiliation and unique experience and Entertainment. Apart from this, significant differences were identified with regard to the socio-demographic and behavioural characteristics as well as the aspects regarding the critical success factors for a memorable experience.