Original Research

‘Festivalscape’ factors influencing visitors’ loyalty to an agri-festival in South Africa

Monique Fourie, Martinette Kruger
Acta Commercii | Vol 15, No 1 | a307 | DOI: https://doi.org/10.4102/ac.v15i1.307 | © 2015 Monique Fourie, Martinette Kruger | This work is licensed under CC Attribution 4.0
Submitted: 21 January 2015 | Published: 05 August 2015

About the author(s)

Monique Fourie, CTI Education Group, Vanderbijlpark, South Africa
Martinette Kruger, Tourism Research in Economic Environs and Society (TREES), North-West University, Potchefstroom Campus, South Africa


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Abstract

Orientation: The NAMPO Harvest Day is the largest festival of its kind in the southern hemisphere. To sustain the festival’s success, it is important to assess which ‘festivalscape’ f actors influence visitors’ loyalty.

Research purpose: What combination of ‘festivalscape’ factors contributes to the loyalty ofvisitors to an agri-festival in South Africa?

Motivation for the research: Agri-tourism is a relatively new concept and limited research has been done; thus this research makes a contribution to the current literature base on thetopic.

Research approach and method: A probability sampling method was used during NAMPO Harvest Day 2014 to distribute 422 questionnaires by means of stratified sample. Factor analysis was performed to identify the ‘festivalscape’ factors that influence loyalty, after which structural equation modelling was applied to identify the relationships between thefactors and loyalty.

Main findings: Nine loyalty factors were identified. The analysis revealed a direct positive relationship between loyalty and lifestyle, escape and socialisation as well as loyalty and agricultural exposure and education.

Practical implications and contribution: This research gives valuable insights into the ‘festivalscape’ factors that influence loyalty to an agri-festival in South Africa. Loyalty amongst visitors can be created through the management of a variety of factors. The findings from this research can be used by similar agri-festivals in the country to create loyalty amongst visitors as well as to give exposure to the agri-sector.


Keywords

Loyalty; agri-festivals; NAMPO Harvest Day

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International Journal of Event and Festival Management  year: 2018  
doi: 10.1108/IJEFM-03-2018-0023