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Tourism marketing: A game theory tool for application in arts festivals

Show simple item record Van Zyl C. en 2012-11-01T16:31:25Z 2012-11-01T16:31:25Z 2012 en
dc.identifier.citation Tourism Economics en
dc.identifier.citation 18 en
dc.identifier.citation 1 en
dc.identifier.issn 13548166 en
dc.identifier.other 10.5367/te.2012.0106 en
dc.description.abstract There is concern that the increasing number of arts festivals in South Africa might lead to 'festival fatigue'. A tool that could be used to ensure high-quality offerings and the sustainability of festivals as tourist attractions is described and demonstrated in this article. The three largest arts festivals in South Africa (Potchefstroom, Grahamstown and Oudtshoorn) were studied. Five different attributes - festival brands, ticket prices, entertainment activities, food and beverages and transport to venues - were developed to describe arts festivals. Conjoint analysis was used in a linear regression model with individual ratings for each festival product. The average of the r-squares was 0.83. Game theory was applied as a tool to determine the different combinations of attributes that gave each of the three festival scenarios an optimum position in its niche market. Similarly, the tool can be applied to festivals in various contexts to ensure that optimal quality is achieved. en
dc.language.iso en en
dc.subject Arts festivals; Conjoint analysis; Game theory; Market positioning; South Africa game theory; marketing; numerical model; regression analysis; tourism market; tourist attraction; South Africa en
dc.title Tourism marketing: A game theory tool for application in arts festivals en
dc.type Article en

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