Abstract
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 B&B 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.
Highlights
Events and festivals are frequently used to attract tourists to a destination (Hudson et al 2015)
A standard least squares regression analysis was performed to identify the determinants of visitor spending
It is evident from the results that a variety of determinants influence the spending of attendees at Diamonds and Dorings
Summary
Events and festivals are frequently used to attract tourists to a destination (Hudson et al 2015). Alves et al (2010), Page and Connell (2014) and Saayman and Saayman (2015) add that the hosting of events holds various benefits for the hosts such as investment opportunities, local community employment, economic diversification, improved infrastructure, increased economic equity between urban and rural populations as well as destination awareness. Considering these benefits, it is not surprising that destinations all over the world host events. Developing countries such as South Africa are no exception and the country hosts a variety of events and festivals in all nine provinces
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