%0 Journal Article
%T The relationship between decision-making factors and ¡®festivalscapes¡¯ with visitor loyalty: Evidence from a South African national arts festival
%A Martinette Kruger
%A Melville Saayman
%J -
%D 2019
%R https://doi.org/10.4102/ac.v19i1.765
%X Orientation: The escalating number of festivals leads to competition, with festivals finding themselves in the decline phase of their product¡¯s lifecycle. In South Africa, many festivals choose to terminate, but in the case of Aardklop, the festivals chose to undergo a rebranding and repositioning process. The question is to what extent did the rebranding process influence visitors¡¯ decision to attend the festival? Research purpose: This research determined the key ¡®festivalscape¡¯ and decision-making factors, including the rebranding and repositioning of the festival, and established the relationship between these factors and visitors¡¯ loyalty to Aardklop. Motivation for the study: Although Aardklop and its offerings are clearly popular among the public, to date, no research attempts have been made to determine which factors influence visitors¡¯ loyalty towards the festival. Research design, approach and method: The research was quantitative, and a survey was conducted in 2017 where 498 completed visitor questionnaires were obtained. Factor analyses identified the main ¡®festivalscape¡¯ and decision-making factors, while structural equation modelling was used to test the relationship between the factors and festival loyalty. Main findings: The results showed that a combination of ¡®festivalscape¡¯ and decision-making factors influence loyalty especially the distinct offerings, festival features and experiences. Practical/managerial implications: Managerial and marketing implications are made outlining how the distinct festival offerings need to be emphasised as they have the most significant influence on festival loyalty. Contribution/value-add: This research contributes to a better understanding of the factors that influence visitor loyalty and how these factors can be managed
%K National Arts Festival
%K ¡®festivalscapes¡¯
%K decision-making factors
%K festival loyalty
%K South Africa
%U https://actacommercii.co.za/index.php/acta/article/view/765