Abstract

BOTHA, K; SLABBERT, E  and  VIVIERS, P. Towards a ticket purchase behaviour model for South African arts festivals. JCMAN [online]. 2014, vol.11, n.1, pp.324-348. ISSN 1815-7440.

With more than 400 annual festivals in South Africa to choose from, arts festival patrons are becoming more selective in their purchase behaviour, resulting in declining festival attendee numbers and tickets sales for some festivals. A better understanding of the influences on ticket purchase behaviour is necessary for the future development of a South African ticket purchase behaviour model. This was accomplished by administering a questionnaire (developed by means of the Delphi technique) among ticket purchasers at two arts festivals. An exploratory factor analysis revealed seven key factors contributing to ticket purchases, and T-tests further revealed findings concerning regular visitors and avid purchasers.

Keywords : arts/theatre attendance; arts/theatre demand; arts festival; performing arts; purchase behaviour models; ticket purchase behaviour/decision.

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