Abstract
The Aardklop National Arts Festival is one of the most popular arts festivals in South Africa and, given the economic value of the festival, an understanding of expenditure patterns and the determinants influencing spending behavior is vital to the festival marketers/organizers—especially from a sustainability point of view. Therefore, the aim of this article is to investigate the sociodemographic and behavioral determinants that influence visitor expenditure at Aardklop, based on visitor surveys conducted at the festival in 2008. Regression analysis was applied to establish the most significant determinants and results indicate that higher income, occupation, age, people paid for, tickets purchased, and attendance of other festivals are significant determinants influencing the amount of money spent by visitors at the festival. These findings will not only generate strategic insights on marketing for the festival, but knowledge of these determinants can also lead to a greater economic impact, as well as a competitive advantage.
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