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• W2802476487 abstract "Diamonds and Dorings Music Festival is used as a strategy to increase attendee numbers and associated spending to boost the economy of Kimberley and Northern Cape Province. The festival attracts mostly the Black Diamond market, a term coined to describe South Africa’s black middle-class people. In the festival context, the Black Diamonds can be regarded as a niche and emerging market that is growing in the South African economy. Unfortunately, to date, limited research has focused on the needs and spending power of this market at music festivals. To fill this gap, this research identified the determinants of the festival attendees’ spending. A visitor survey was conducted at the festival in 2015 where 367 questionnaires were administered. A linear regression analysis identified the determinants of attendee spending that included a higher number of tickets purchased, all spending components, being a local resident, staying with family and friends, staying in a guest house or B&B and hearing about the festival on the radio. These determinants have a significant influence on respondents’ behaviour to spend more money when attending the festival. Marketers and organisers of Diamonds and Dorings should focus on these determinants to influence higher spending at the festival in future." @default.
• W2802476487 created "2018-05-17" @default.
• W2802476487 creator A5040660124 @default.
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• W2802476487 date "2018-05-15" @default.
• W2802476487 modified "2023-10-01" @default.
• W2802476487 title "From jazz notes to bank notes: The determinants of spending by black music festival attendees" @default.
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• W2802476487 doi "https://doi.org/10.4102/jef.v11i1.190" @default.
• W2802476487 hasPublicationYear "2018" @default.
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