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- W51100937 abstract "This article aims to apply expenditure-based segmentation to visitors to the Klein Karoo National Arts Festival. Surveys conducted at the Festival from 2005 to 2011 and ANOVA analyses were used to divide the visitors into low, medium and high spenders based on total expenditure. Results show that the high-spending market at the Festival was distinguishable from the other segments on the basis of their longer length of stay, older age, and higher income. The results can assist festival organisers and marketers in future development and marketing strategies that allow for sustainable development.Identifisering van die 'hoe spandeerders' by 'n nasionale kunstefeesDie doel van hierdie artikel is om besoekers aan die Klein Karoo Nasionale Kunstefees te segmenteer in terme van hul bestedingsgedrag. Data vanaf 2005 tot 2011 is gebruik om bestedingsgebaseerde segmentering toe te pas en ANOVA analises is gebruik om verskille tussen hoe-, medium- en laespanderingsgroepe by die fees te bepaal. Resultate toon dat hoe spandeerders van ander spanderingsgroepe onderskei kan word in terme van hul langer verblyf, ouer ouderdom en hoer inkomste. Hierdie resultate kan feesorganiseerders en bemarkers help met die toekomstige en volhoubare ontwikkeling van die Fees." @default.
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- W51100937 date "2012-01-01" @default.
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- W51100937 title "Identifying the big spenders at a national arts festival" @default.
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