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The purpose of this paper is to fill the gap in the literature by focusing on the profile and loyalty of visitors to a literary arts festival in South Africa. In addition, this research advocates that festivals can influence visitors’ supplementary behavioural intentions and actions beyond loyalty in the form of literary arts appreciation, purchases and tourism.

A visitor survey was conducted at one of the oldest literary arts festivals in the country where a total of 391 completed self-administered questionnaires were obtained. The statistical analyses comprised three factor analyses (motives to attend the festival, satisfaction with the festival offering elements and behavioural intentions) as well as structural equation modelling, to establish the relationship between the motives, evaluation of the “festivalscapes”, behavioural intentions and loyalty.

The findings confirmed that literary arts festival loyalty is the principle behavioural intention that will occur after attending a literary arts festival. However, the results demonstrated that literary arts festivals also have the potential to increase and stimulate supplementary behavioural intentions in the form of greater awareness of the arts, increased purchasing behaviour of literary works, increased travel to support the literary arts and greater personal involvement.

Festivals, irrespective of the art form that they showcase, therefore, play a significant role in encouraging and increasing purchasing behaviour, which is vital to the viability and continuation of the arts industry.

This is one of the first studies to research the literary arts festival market in South Africa, thereby making a distinct contribution by expanding the literature on the needs of this neglected market and the aspects that influence loyalty to these types of festivals.

The purpose of this paper is the segmentation of the spectators attending a music festival in the city of Córdoba, Spain, according to their musical preferences.

In order to achieve this objective, the methodology used in the research consisted of the application of a group of multivariable techniques and in the realisation of a post hoc single-variate ANOVA analysis.

The principal conclusion resulting from this research is that there are different musical preferences with respect to the spectators at a music festival.

The main practical application of this research focusses on knowing the principal factors that determine musical preferences of the persons attending the festival.

The principal originality factor and innovation is analysing how the spectators of a music festival that has been held for many years attend with different motivations with respect to their musical preferences.

Music festivals are categorized as event management in the hospitality and tourism (H&T) industry. Additionally, music festivals or events are a continuous phenomenon in the context of the hospitality and tourism industry. In this study, a bibliometric approach was proposed to examine research that addresses both the H&T industry and music festivals.

A total of 462 studies covering the years 1981–2024 were retrieved from the Scopus database. The study analyzed keywords, institutions, sources, countries, and titles. During the analysis phase, descriptive analysis, clustering, thematic mapping, and relationship networks were employed using Bibliometrix and VOSviewer analysis programs.

As a result of the analysis, the most frequently used keywords were “tourism” and “festival,” with the most prolific author being Kruger M., the most productive country being the United States of America, and the leading journal being Event Management. Seven different clusters emerged from the networking of keywords. In the thematic map, the motor themes were music festivals, experience, social media, and co-creation. The basic themes were festival, music, tourism, event management, market segmentation, and music tourism. The emerging or declining themes were culture, music events, and COVID-19. Finally, the niche theme was entrepreneurship.

It’s noted that this research solely utilized the Scopus database and publications such as chemistry and mathematics, were excluded. The findings were limited to bibliometric analysis, and future studies could include content and thematic evaluations.

The research is useful in understanding how music festivals socially direct tourists and their future perspectives. On the other hand, determining the global status of scientific publications regarding music festivals with high social and economic impact is important for proper planning and sustainability of such events.

Music festivals are an important type of event in terms of mobility in the H&T industry. In this respect, it is in a state of change and development over the years. This research examined publications about music festivals in the H&T industry from the past to the present with a bibliometric approach. In this way, the development of publications produced on the relevant subject was revealed.

This paper aims to identify and cluster visitors to a premier South African cheese festival based on their motivation for attending the festival.

A structured questionnaire was used to collect the data from visitors over the three days of the festival, in which 519 usable questionnaires were included in the analysis. Three stages of the analysis were employed: a factor analysis examining the visitors’ motivation to attend the festival, a cluster analysis based on the motives identified by the factor analysis and an analysis of significant differences between the different market segments.

The general profile of respondents was similar to the profile of culinary tourists found in other studies. Furthermore, five key motives were identified, of which this combination has not been previously identified in the literature. The cluster analysis identified three distinct clusters, with heterogeneous behavioural and socio-demographic profile identifiers.

The value that this market segmentation technique holds regarding the marketing and branding of a(n) event/festival is that it could help managers/marketers to promote better culinary events/festivals in South Africa, by offering unique attributes that attract culinary visitors.

To the authors’ knowledge, this study is a first attempt to segment culinary visitors based on motivational factors, especially within the South African context. Clustering based on motives proved to be a useful market segmentation tool and proposes a 3-S typology of visitors to food-related events/festivals, namely, social, serious and selective epicureans.

Researchers have become aware of the importance of festivals as a phenomenon worthy of studying, but in-depth studies of cultural festivals are lacking. The purpose of this study is to describe the attributes of cultural festivals, specifically theatre festivals and examine the motivations to organise them. Similarly, this study seeks to discover the type of tourist that attends these types of festivals.

A questionnaire was applied to a representative sample of tourists who visited one of the most prestigious festivals in the international panorama: Almagro International Festival of Classical Theatre. A non-probabilistic technical sample was used. Tabulation of the data was performed by the study group using the SPSS, v. 23.

This study makes a segmentation of the tourists who attend the festival based on their motivations. Using this segmentation, the authors analyse the socio-demographic characteristics and tourists’ behaviour, as well as their experience at the festival. Amongst the higher-rated attributes of the festival are care and service organisation and interpretative quality of the actors and/or theatre company.

The main practical application of this study is to help understand the peculiarities of each segment of visitors and their evaluation of the destination to create tourist and cultural products that provide greater satisfaction with respect to their needs.

The main value is the novelty of studying this kind of cultural event. The authors analyse the reasons to visit it in relation to the motivations that move the visitors. The authors also study the assessment the tourist does of the qualities of the festival.

The purpose of this paper is to explore which factors determine visitor spending at a cultural festival, focusing particularly on cultural capital variables.

The case study is the Valdivia International Film Festival. Data from a survey conducted amongst a representative sample of attendees at the festival is used and ordinary least square (OLS) and Tobit regression models are applied.

Six of the variables included from the model prove statistically significant: gender, age, place of residence, participation in other activities at the festival, and “leisure and sharing” motivation.

Festival organisers should draw up a programme and prepare activities that are balanced so as to attract local film lovers, but that should also appeal to outside visitors, who would see the festival as an opportunity to enjoy a wider tourist experience, all of which would have a broader economic impact on the city.

Understanding which factors determine spending leads to an improvement in the event's viability and ensures its future sustainability. This study adds to the growing literature establishing a sound theoretical corpus on the topic.

The Comrades Marathon is a world‐renowned ultra marathon that takes place yearly between the cities of Pietermaritzburg and Durban in KwaZulu‐Natal, South Africa. It attracts athletes from around the world, and boasts a participation of more than 14,000. The purpose of this article is to determine the impact that this marathon has on the provincial economy – a manufacturing‐based economy.

Spending data of participants and their accompanying spectators were compiled by means of surveys and participants were split into categories based on their origin. The provincial Social Accounting Matrix is used to quantify the impact of this spending stimulus on production, income and job creation within the province.

The results show that Comrades Marathon contributes significantly to the provincial economy and that more than 600 jobs are dependent on the event.

It has a larger impact on the local economy than many similar sport events and this is attributed to the specialised nature of the event as well as its status as an ultra‐marathon.

This research is one of few on ultra‐marathons and the focus is on participants’ spending behaviour during the event.

Arts festivals provide fertile ground for cultural entrepreneurs to access a marketplace and to grow and sustain their businesses. Yet, festivals also generate social value in the form of networks and social cohesion that extends far beyond economic means. Building on entrepreneurial ecosystem (EE) theory, we explore the collective effort of dealing with social and physical constraints in building a sustainable ecosystem that enables cultural entrepreneurs to make a living. To do so, we study cultural entrepreneurs who participate in the ‘Aardklop’ (‘Earthbeat’) Arts Festival, held annually in Potchefstroom, South Africa. The festival is built upon the Afrikaner culture and provides a temporary place for cultural entrepreneurs to express this culture using language, art, food, dance, and music. Our research questions were directed to get a deeper understanding of what motivated the cultural entrepreneurs to participate in the festival. Other research questions asked about ‘what’ value they perceive that they create at the festival and ‘how’ this value is experienced. Our findings suggest that cultural entrepreneurs negotiate a dynamic and resource-constrained environment by creating economic and social value through networking, social support, and the preservation of their cultural values. We contribute to a better understanding of cultural entrepreneurship and entrepreneurship ecosystem theory in particular, by highlighting the opportunities festivals offer to cultural entrepreneurs and by specifying their reasons to participate in them. We discuss the implications of our findings and give recommendations to guide local stakeholders, organisers, and business support organisations on how to increase the capacity of cultural entrepreneurs in the festival ecosystem.

The role and importance of arts festivals are well documented within the festival and events literature. Art and culture, as well as the subsequent enhancement thereof, are especially significant in multicultural societies. However, little is known regarding the role of culinary experiences within an arts festival setting. The paper aims to discuss these issues.

The case study was a well-known and popular Afrikaans national arts festival held annually in Potchefstroom, South Africa. Visitors to three distinct tasting experiences (brandy, whisky and sparkling wine, including Méthode Cap Classique), offered as part of the festival programme, were surveyed.

In the analyses, 292 completed questionnaires were included, which revealed three managerial factors for a successful tasting experience, as well as six tasting experience dimensions. In all cases, the experiences exceeded the expectations. This research greatly contributes towards the body of knowledge regarding tasting experiences at national arts festivals, an aspect that has not been researched to date.

Based on the results, practical implications are provided to enhance the current tasting experiences as well as visitor loyalty. This research is a stepping stone towards understanding the needs and preferences of the visitors, as well as identifying how the festival can capitalise on delivering these experiences.

This research identified for the first time the factors that contribute to a memorable tasting experience, as well as evaluated the tasting experience dimensions.

The purpose of this paper is to determine whether a music festival leads to additional intangible benefits such as the appreciation of the specific music genre and music tourism. This was done by using visitors’ behavioural intentions related to these benefits as a tool for market segmentation.

The research followed a quantitative approach by conducting a visitor survey at an international jazz festival in South Africa.

The results showed that visitors’ post-festival behavioural intentions are a useful market segmentation tool. This approach revealed three distinct market segments with different levels of post-festival behavioural intentions (high, medium, and low). The results further showed that music festivals have the potential to create benefits beyond the festival itself or the host destination in the form of music tourism and the appreciation of a music genre. However, influencing visitors’ behavioural intentions can only be achieved by a thorough understanding of the characteristics of the market.

This research applied an innovative market segmentation approach that showed the post-festival behavioural intentions of different visitor segments at a music festival. The findings confirm that music festivals can have far-reaching benefits that can contribute to their legacy.