Hugh Masekela concert

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Hugh Masekela concert

  1. 1. i
  2. 2. AknowlegementsThe authors would like to thank the following people and institutions:1. The Events and Centre Manager, Ms Sarah Struys, for all her support and assistance, her positive nature and for permitting the research to be conducted.2. The following tourism and events students from the Cape Peninsula University for the distribution of the questionnaires: • Ms J Katsch • Ms M Ngoyi • Mr B Koegelenberg • Ms A de Bruyns • Ms C Swanepoel • Mr H Gouws3. The concert attendees for their positive attitude and participation in the survey.4. Mr Malcolm Ellis for the language editing. ii
  3. 3. Index1 Introduction............................................................................................................ 12 Research Aims.........................................................................................................13 Method of Research................................................................................................ 14 Profile of Hugh Masekela Concert Attendees....................................................... 2 SOCIO-DEMOGRAPHIC PROFILE 4.1 Gender..........................................................................................................3 4.2 Age............................................................................................................... 3 4.3 Martial status................................................................................................4 4.4 Language...................................................................................................... 5 4.5 Province........................................................................................................ 5 4.6 Level of education........................................................................................ 6 4.7 Occupation................................................................................................... 6 ECONOMIC PROFILE 4.8 Number of people in travelling group.......................................................... 7 4.9 Number of people paid for........................................................................... 8 4.10 Local resident of Cape Town.......................................................................9 4.11 Length of stay near Cape Town...................................................................9 4.12 Type of accommodation...............................................................................10 4.13 Expenditure.................................................................................................. 10 4.14 Number of tickets purchased........................................................................11 CONSUMER BEHAVIOUR 4.15 Initiator of attendance.................................................................................. 12 4.16 Decision to attend........................................................................................ 12 4.17 Heard about the concert...............................................................................13 4.18 Motivation to attend.................................................................................... 14 MUSICAL INTERESTS 4.19 Number of musical events attended in 2010/2011...................................... 16 4.20 Preference of artists/bands/performers also desired to perform at Kirstenbosch............................................................................................. 17 iii
  4. 4. 4.21 Attendance of other music festivals............................................................. 17 4.22 Prefered type of music.................................................................................. 18 4.23 All time favourite artist/band...................................................................... 19 PERSONALITY TRAITS 4.24 Respondents personalities........................................................................... 19 4.25 Leisure activities........................................................................................... 20 4.26 Sports participation...................................................................................... 20 4.27 Favourite holiday destination...................................................................... 21 5 Conclusion...................................................................................................... 25 5.1 Profile of the Hugh Masekela concert attendee.......................................... 25 5.2 Conclusions.................................................................................................. 26 5.3 Recommendations........................................................................................25 List of Figures Figure 4.1 Gender..........................................................................................................3 Figure 4.2 Age............................................................................................................... 4 Figure 4.3 Marital status................................................................................................4 Figure 4.4 Home language............................................................................................ 5 Figure 4.5 Level of education........................................................................................ 6 Figure 4.6 Occupation................................................................................................... 7 Figure 4.7 Local resident of Cape Town.......................................................................9 Figure 4.8 Initiator of attendance.................................................................................. 12 Figure 4.9 Decision to attend........................................................................................ 13Figure 4.10 Attendance of other music festivals............................................................. 18Figure 4.11 Overnight in Park.........................................................................................16 iv
  5. 5. List of Tables Table 4.1 Province of residence....................................................................................5 Table 4.2 Number of people in travelling group.......................................................... 7 Table 4.3 Number of people paid for........................................................................... 8 Table 4.4 Length of stay in Cape Town area...............................................................9 Table 4.5 Type of accommodation...............................................................................10 Table 4.6 Expenditure per group..................................................................................11 Table 4.7 Number of tickets purchased........................................................................11 Table 4.8 Heard about the concert...............................................................................13 Table 4.9 Motivation to attend.................................................................................... 14Table 4.10 Number of musical events attended in 2010/2011...................................... 16Table 4.11 Reasons for not attending musical events.................................................... 17Table 4.12 Type of music............................................................................................... 18Table 4.13 Personality type............................................................................................ 19Table 4.14 Leisure activities........................................................................................... 20 Table 5.1 Overview of the attendees............................................................................ 25 v
  6. 6. 1. IntroductionThe Kirstenbosch National Botanical Garden is acclaimed as one of the great botanical gardens ofthe world. Few gardens can match the sheer grandeur of the setting of Kirstenbosch, nestled againstthe eastern slopes of Cape Town’s Table Mountain. Kirstenbosch was established in 1913 topromote, conserve and display the extraordinarily rich and diverse flora of southern Africa. It wasthe first botanical garden in the world to be devoted to a countrys indigenous flora. Kirstenboschdisplays a wide variety of the unique plant life of the Cape Flora, as well as plants from all thediverse regions of southern Africa, both outdoors and in the Botanical Society Conservatory. Thereare over 7 000 species in cultivation at Kirstenbosch, including many rare and threatened species.The Garden covers 36 hectares in a 528 hectare estate that contains protected mountainside,supporting natural forest and fynbos along with a variety of animals and birds. Kirstenbosch lies inthe heart of the Cape Floristic Region, also known as the Cape Floral Kingdom. In 2004, the CapeFloristic Region, including Kirstenbosch, was declared a UNESCO World Heritage Site – anotherfirst for Kirstenbosch, as it is the first botanical garden in the world to be included within a naturalWorld Heritage Site.As part of a broader marketing and awareness strategy, Kirstenbosch introduced the Old MutualSummer Sunset Concerts. The concert venue is within the botanical gardens offering concerts everySunday, from November to April. The Kirstenbosch Concerts have a special feel to them, mainlydue to the breathtaking setting. Part of the charm of the concerts also lies in the warm, friendly andrelaxed atmosphere, with concertgoers picnicking on the soft grass banks that slope downwardstowards the stage. The concerts are very popular and highlight a variety of South African musicartists. One of these was Hugh Masekela.Hugh Ramopolo Masekela was born on the 4th of April 1939 at Witbank, South Africa. He is oneof the greatest musicians ever to be produced by South Africa. He is world renowned for his talentin jazz music. It is because of his great talent that he featured as one of the main artists at theKirstenbosch Old Mutual Summer Sunset Concert on the 25th of March 2012. This sold-outconcert attracted over 6000 visitors. 1
  7. 7. 2. Research AimsThis research project had the following primary aims: • To determine the profile of the visitors attending the Hugh Masekela concert at Kirstenbosch Botanical Gardens in Cape Town; • To determine the spending patterns of the visitors at the event; and • To determine the motives of visitors for attending musical events. 3. Method of ResearchIn order to achieve these aims, the following approach was implemented: A questionnaire wasdeveloped by Tourism Research in Economic Environs & Society (TREES) in cooperation withthe event organisers, focusing on the following aspects: • Demographic data; • Expenditure patterns; • Consumer behaviour; • Travel motivations; and • Musical interests.Based on simple random sampling, 272 visitors formed part of the survey. Respondents wereapproached before the show while they were standing outside the gates, as well as while they weresitting in the amphitheatre before the show. Fieldworkers explained the goal of the survey as well asthe questionnaire and only attendees who were willing completed the questionnaires. 2
  8. 8. 4. Profile of Hugh Masekela concert attendees Socio-Demographic Profile4.1 GENDER 67% 33% Male FemaleFigure 4.1: GenderAs shown in Figure 4.1, the majority of respondents (67%) were female while 33% were male.4.2 AGEThe highest category of attendees (32%) was between 35 and 49 years of age. The second highestage category was attendees in the age group 50 to 64 years (26%), followed by those attendeesbetween the ages of 25 and 34 years (24%). Attendees older than 65 years accounted for 9% of therespondents, while 7% were attendees between the ages of 20 and 24 years. Only 2% of attendeeswere younger than 19 years (Figure 4.2). The average age of the concert attendees was 43.13 years. 3
  9. 9. 32% 26% 24% 9% 7% 2% <19 20-24 25-34 35-49 50-64 65+Figure 4.2: Age4.3 MARITAL STATUS 47% 34% 10% 6% 3% Single Married Living Divorced Widow/er togetherFigure 4.3: Marital StatusFigure 4.3 indicates that the majority of respondents were married (47%), while 34% were single.Ten percent (10%) were living together, 6% were divorced and 3% widowed. 4
  10. 10. 4.4 LANGUAGESeventy percent (70%) of the respondents were English speaking while 24% spoke other languages.These languages included Danish, Dutch, French, German, Norse, Sepedi, Sesotho, Setswana,Spanish, Swedish, isiXhosa and isiZulu (Figure 4.4). Only 6% were Afrikaans speaking. 70% 24% 6% Afrikaans English OtherFigure 4.4: Home language4.5 PROVINCE OF RESIDENCEThe majority of respondents to Hugh Masekela’s concert (77%) were from the Western Cape,followed by 18% of respondents who were foreigners. Only 2% of respondents were from Gautengand KwaZulu-Natal, respectively. One percent (1%) of respondents was from the Eastern Cape.Foreigners in the very international audience were mainly from Belgium, Botswana, France,Germany, the UK and the USA. Other countries that were represented, but to a lesser extent,included: Argentina, Austria, Bolivia, Canada, Finland, Holland, Lesotho, Malawi, theNetherlands, Norway, Scotland, Spain, Sweden and Switzerland.Table 4.1: Province of residence PROVINCE PERCENTAGE Gauteng 2% Western Cape 77% 5
  11. 11. Eastern Cape 1% North West 0% Mpumalanga 0% Northern Cape 0% KwaZulu-Natal 2% Limpopo 0% Free State 0% Outside RSA borders 18%4.6 LEVEL OF EDUCATION Professional Other No School 2% Matric 16% 1% 16% Post Graduate 29% Diploma, Degree 36%Figure 4.5: Level of educationFigure 4.5 indicates that a significant percentage (97%) of the attendees were well educated havingattained either a diploma or a degree (36%), while 29% had a post graduate qualification. Sixteenpercent (16%) had a matric or professional qualification, respectively. Two percent (2%) of therespondents indicated that they were still scholars (other). One percent (1%) had no schooling.4.7 OCCUPATIONForty-five percent (45%) of the attendees were in professional occupations, followed by 19% whowere self-employed (Figure 4.6). Eleven percent (11%) were students, 9% were pensioners and 3%were, respectively, in technical service, education or they were housewives. Two percent (2%) were 6
  12. 12. unemployed and 1% was in sales. Four percent (4%) recorded other occupations includingadministration, Bible teacher, catering, flight attendant, housekeeper, magazine editor, marketingand tourism. Other 4% Unemployed 2% Student 11% Pensioner 9% Housewife 3% Civil service 3% Work at mine 0% Sales 1% Technical 3% Self-employed 19% Professional 45%Figure 4.6: Occupation Economic Profile4.8 NUMBER OF PEOPLE IN TRAVELLING GROUPThe majority of attendees at the concert travelled in a group of two people (32%) or with fourpeople (19%). Fourteen percent (14%) of the attendees travelled in a group of three people, followedby 10% who travelled in a group of 10 persons and then by 8% who travelled in a group of sixpeople (see Table 4.2). The average size of the attendees’ travelling group to the concert was 4.25persons.Table 4.2: Number of people in travelling group PEOPLE IN GROUP PERCENTAGE 1 person 3% 2 people 32% 3 people 14% 4 people 19% 7
  13. 13. 5 people 10% 6 people 8% 7 people 3% 8 people 5% 9 people 2% 10 people 2% 11 people 1% 12+ people 2%4.9 NUMBER OF PEOPLE PAID FORAccording to Table 4.3, the majority of attendees (32%) paid for two persons. Those paying foronly one person accounted for 24% of the respondents, while 12% were financially responsible forfour persons and 11% were responsible for three persons. Twelve percent (12%) were financiallyresponsible for no-one other than themselves. The average number of persons that attendees werefinancially responsible for was 2.3 persons.Table 4.3: Number of people paid for NUMBER OF PEOPLE PAID FOR PERCENTAGE None 12% 1 person 24% 2 persons 32% 3 persons 11% 4 persons 12% 5 persons 2% 6 persons 4% 7 persons 1% 8 persons 0% 9 persons 1% 10 persons 1% 8
  14. 14. 4.10 LOCAL RESIDENT OF CAPE TOWN No 25% Yes 75%Figure 4.7: Local resident of Cape TownAs shown in Figure 4.7, the majority of attendees at the concert were local residents of Cape Town(75%). Only 25% were not local residents.4.11 LENGTH OF STAY NEAR CAPE TOWNTable 4.4: Length of stay in Cape Town area LENGTH OF STAY PERCENTAGE Drive home 2% 1 night 8% 2 nights 2% 3 nights 8% 4 nights 8% 5 nights 13% 6 nights 4% 7 nights 8% 10 nights 8% 11 nights 2% 9
  15. 15. 13 nights 4% 14 nights 4% 15+ nights 29%As shown in Table 4.4, of the attendees that were not local residents of Cape Town, 29% stayed inthe area for 15 nights or more, followed by 13% who stayed five nights and 8% who stayed,respectively, one, three, four, seven or ten nights. The average length of stay in the area of CapeTown was 10 nights. This is very probably not due to the concert but because the concert-goerswere holidaying in Cape Town.4.12 TYPE OF ACCOMMODATIONIt is clear from the information reflected in Table 4.5 that 70% of respondents were local residentsof Cape Town and therefore did not make use of paid accommodation. Fourteen percent (14%)stayed with family or friends while 6% of the respondents rented an entire house, 5% stayed in aguesthouse or B&B and 3% stayed in a hotel. Other forms of accommodation (2%) included astudent home and a holiday home. One respondent drove back to their home the same day.Table 4.5: Type of accommodation TYPE OF ACCOMMODATION PERCENTAGE Local resident 70% Family or friends 14% Guesthouse or B&B 5% Hotel 3% Rent entire house 6% Other 2%4.13 EXPENDITUREThe average spending of the attendees per group was R747.70 (Table 4.6). The highest categoriesof spending were for tickets (R176.92), transport (R162.56), food (R137.56) and accommodation(R134.63). 10
  16. 16. Table 4.6: Expenditure per group ITEMS AVERAGE SPENT PER ITEM Tickets R176.92 Accommodation R134.63 Food R137.56 Beverages R96.17 Transport (return) R162.56 Other R37.87 TOTAL R747.704.14 NUMBER OF TICKETS PURCHASEDAs shown in Table 4.7, 33% of attendees purchased two tickets, followed by one ticket (20%) andthree or four tickets (12% each, respectively). Eight percent (8%) of the respondents did not buytickets for the concert. The average number of tickets purchased per person for Hugh Masekela’sconcert was 2.9 tickets.Table 4.7: Number of tickets purchased NUMBER OF TICKETS PURCHASED PERCENTAGE None 8% 1 ticket 20% 2 tickets 33% 3 tickets 12% 4 tickets 12% 5 tickets 4% 6 tickets 5% 7 tickets 1% 8+ tickets 5% 11
  17. 17. Consumer Behaviour4.15 INITIATOR OF ATTENDANCE Other 2% Boyfriend/Girlfriend 6% Work 2% Family 13% Spouse 8% Media 2% Friends 29% Self 38%Figure 4.8: Initiator of attendanceThe majority of the respondents (38%) indicated that they had decided to attend the concert bythemselves while 29% had their decisions made by their friends, 13% by their family, 8% by theirspouse and 6% by their boy-, or girl-friend. Two percent (2%) of concert attendances were eachcaused because of media, the respondents’ work or by other reasons, that included tour guidesrecommendations, the season brochure or because they had won tickets (Figure 4.8).4.16 DECISION TO ATTENDAccording to Figure 4.9, 32% of the attendees had made a spontaneous decision to attend theconcert while 22% decided a month before the concert, 20% had decided to attend when theconcert was first announced and 19% had decided more than a month before the concert. Other(7%) respondents had made the decision to attend just a week in advance, while some weresurprised by their tour guide. 12
  18. 18. When it was Other Spontaneous announced 7% 32% 20% More than a A month ago month ago 22% 19%Figure 4.9: Decision to attend4.17 HEARD ABOUT THE CONCERTTable 4.8: Heard about the Concert MEDIA YES NOTelevision 1% 99%Radio 6% 94%Kirstenbosch’s Website 31% 69%Magazine 4% 96%Newspapers 10% 90%Word-of-mouth 35% 65%Facebook 4% 96%Twitter 0% 100%Internet Blogs 6% 94%Brochures 15% 85%Other 8% 92%Table 4.8 indicates that 35% percent of respondents had heard about the Hugh Masekela concertthrough word-of-mouth, followed by those finding out from Kirstenbosch’s website (31%),brochures (15%) or newspapers (26%). Twitter (0%), Facebook (4%), magazines (4%), radio (6%)and Internet Blogs were not popular marketing media for the publicising the concert. Other 13
  19. 19. marketing media (8%) included advertisements at the gates, billboards, the Cape Town TourismInformation Centre, posters, email and web tickets.4.18 MOTIVATION TO ATTENDTable 4.9: Motivation to attend MOTIVATION Not at all Less Important Very Extremely important important important importantTo see my favourite artist/performer 10% 11% 23% 26% 30%Because I got tickets for free or as a 59% 11% 14% 9% 7%presentTo spend time with family and friends 9% 7% 18% 34% 32%To meet new people 44% 19% 19% 11% 7%It is a sociable event 15% 11% 31% 27% 16%This concert is value for money 12% 13% 27% 26% 22%I try to attend as many of these music 22% 17% 27% 19% 15%events as possibleThe concert is a unique experience 3% 8% 23% 38% 28%Hugh Masekela is a well-known South 7% 6% 14% 30% 43%African musicianIt is a once in a lifetime experience 16% 12% 20% 22% 30%I always wanted to see Hugh Masekela 15% 14% 20% 25% 26%perform liveIt is an exciting thing to do 7% 8% 27% 32% 26%To be part of this unique and exciting 10% 12% 30% 23% 25%eventTo share the event with someone special 10% 8% 21% 28% 33%To have fun 5% 3% 22% 33% 37%Because I enjoy these types of special 3% 5% 20% 37% 35%events 14
  20. 20. These concerts are entertainment at its 4% 5% 26% 34% 31%bestTo enjoy the music 5% 4% 16% 35% 40%For nostalgic reasons/memories 26% 16% 23% 16% 19%For a chance to be with people who are 16% 11% 32% 24% 17%enjoying themselvesTo experience new things 12% 13% 29% 25% 21%I have seen this artist before and wanted 45% 8% 16% 15% 16%to do so againTo relax and escape from daily tension 15% 8% 20% 29% 28%and my busy every day environmentTable 4.9 shows that attendees at the Hugh Masekela concert considered the following motives toattend the concert as important to extremely important: • To have fun (92%); • Because I enjoy these types of special events (92%); • These concerts are entertainment at its best (91%); • To enjoy the music (91%); • The concert is a unique experience (89%); • Hugh Masekela is a well-known South African musician (87%); and • It is an exciting thing to do (85%).Although respondents indicated that most motives were very important, some were seen as beingless important. The following motives were considered as less important to not important at all: • Because I was given tickets for free or as a present (70%); • To meet new people (63%); and • I have seen this artist before and wanted to do so again (53%).From this, it can be seen that the motives were varied and covered a wide spectrum, but that therespondents felt that they were all important to extremely important. 15
  21. 21. Musical Interest4.19 NUMBER OF MUSICAL EVENTS ATTENDED IN 2010/2011According to Table 4.10, 20% of the respondents indicated that they had not attended a similarmusical concert in 2010/2011. Seventeen percent (17%) of the attendees had attended two musicalconcerts, 15% had attended four concerts and 12% had attended either one or three events,respectively. The average number of musical events attended during the 2010/2011 period was four.Table 4.10: Number of musical events attended in 2010/2011 NUMBER OF MUSICAL EVENTS PERCENTAGE ATTENDED None 20% 1 event 12% 2 events 17% 3 events 12% 4 events 15% 5 events 6% 6 events 5% 7 events 1% 8 events 2% 10+ events 10%If respondents indicated that they had not attended a concert during this they were asked why thiswas so. According to Table 4.11, respondents reported that they did not have enough time toattend musical concerts (11%), followed by the 7% who, respectively, reported restricted finances ora lack of interest in the artists performing. Other respondents (6%) indicated that distance played animportant role. (This was obviously the case for foreign visitors on holiday in Cape Town). 16
  22. 22. Table 4.11: Reasons for not attending musical events REASONS FOR NOT ATTENDING YES NO Restricted finances 7% 93% Restricted time 11% 83% There was no artists I wanted to see 7% 93% Tickets were sold out 4% 96% Other 6% 94%4.20 PREFERENCE OF ARTISTS/BANDS/PERFORMERS ALSO DESIRED TOPERFORM AT KIRSTENBOSCHRespondents indicated that they would also like to see the following artists/bands/performersperform at Kirstenbosch: • Abdullah Ibrahim • Lira • Freshlyground • Mi Casa • Jimi Dludlu • Parlotones • Johnny Clegg • Zahara • Judith Sephuma4.21 ATTENDANCE OF OTHER MUSIC FESTIVALSSeventy percent (70%) of the respondents indicated that they had also attended other musicfestivals. These included the Coke Fest, Cape Town International Jazz Festival, K-day, Klein KarooNational Arts Festival, Oppikoppi and Splashy Fen, Rocking the Daisies, Jazz on the Rocks andRamfest. Thirty percent (30%) indicated that they had not attended other music festivals (Figure4.10). 17
  23. 23. No 30% Yes 70%Figure 4.10: Attendance of other music festivals4.22 PREFERRED TYPE OF MUSICAs shown in Table 4.12, the majority of respondents preferred Jazz (67%), followed those preferringClassical music (44%) and Pop (40%). Respondents were also fond of Blues (39%), Instrumentalmusic (37%), R&B (36%), Rock and Roll (35%) and Reggae (30%). Respondents did not like Rap(1%) or Afrikaans music (9%).Table 4.12: Type of music TYPE OF MUSIC YES NOPop 40% 60%Punk rock 11% 89%Classical 44% 56%Instrumental 37% 63%Jazz 67% 33%Blues 39% 61%Heavy metal 12% 88%Rap 1% 99%Rock and Roll 35% 65%R&B 36% 64%Reggae 30% 70%Country 18% 82%Folk/Traditional music 27% 73%Afrikaans 9% 91%Other, specify 7% 93% 18
  24. 24. 4.23 ALL TIME FAVOURITE ARTIST /BANDRespondents indicated the following artists/bands as their all-time favourite performers: • Bob Dylan • Bryan Adams • Freshlyground • Hugh Masekela • Jimmy Dludlu • Johnny Clegg • Lira • Micasa • Parlotones • Queen • U2 Personality Traits4.24 RESPONDENTS’ PERSONALITIESTable 4.13: Personality type PERSONALITIES YES NOSociable 69% 31%Outgoing 44% 46%Adventurous 38% 62%Shy 14% 86%Other 4% 96%According to Table 4.13, the majority of respondents (69%) indicated that they were sociable,followed by 44% that report themselves as outgoing and 38% that believe themselves to be 19
  25. 25. adventurous. Fourteen percent (14%) indicated that they were shy while other respondents (4%)used words such as “awesome”, “fun”, “introvert” and “spiritual” to describe themselves.4.25 LEISURE ACTIVITIESTable 4.14: Leisure activities ACTIVITIES YES NOReading 75% 25%Hiking 52% 48%Watching movies/DVD’s 66% 34%Listening to music 74% 26%Horse riding 14% 86%Dancing 36% 64%Fishing 11% 89%Other 14% 86%The majority of respondents enjoyed reading (75%), listening to music (74%) and watching movies(66%). These groups are followed by the 52% who prefer hiking, 36% who like dancing and 14%who prefer horse riding (Table 4.14). Just 11% of the respondents like fishing. Other activitiesnamed (14%) included golf, running and cycling.4.26 SPORTS PARTICIPATIONRespondents indicated that they regularly took part in the following types of sporting activities: • Golf; • Gym; • Cycling; • Hiking; • Running; • Soccer; • Swimming; and • Walking. 20
  26. 26. 4.27 FAVOURITE HOLIDAY DESTINATIONRespondents indicated the following as their favourite holiday destinations: • Cape Town; • Durban; • France; • Garden Route; • Italy; • Mozambique; • South Africa; and • Thailand. 21
  27. 27. 5. Conclusion5.1 PROFILE OF THE HUGH MASEKELA CONCERT ATTENDEEThe following (Table 5.1) provides an overview of the attendees at the Hugh Masekela Concert atKirstenbosch Botanical Gardens in Cape Town.Table 5.1: Overview of the attendees DEMOGRAPHIC PROFILE Gender Female (67%) Age 43.13 years (average) Marital status Married (47%) Language English (70%) Country of residence outside RSA Belgium, Botswana, France, Germany, UK, USA Province of residence Western Cape (77%) Level of education Well educated (97%) Occupation Professional (45%); Self-employed (19%) ECONOMIC INFORMATION Number of people in travelling group 4.25 persons on average Number of people paid for 2.3 persons on average Local resident? Yes (75%) Length of stay in Cape Town 10 nights on average Type of accommodation Local residents (70%) Expenditure per group R747.70 per group Number of tickets purchased 2.9 tickets on average CONSUMER BEHAVIOUR Initiator of trip Self (38%); Friends (29%) Decision to attend Spontaneous (32%) Heard about concert Word-of-mouth (35%); Kirstenbosch’s website (31%) Main motives to attend To have fun (92%); Because I enjoy these types of special events (92%); These concerts are entertainment at its best (91%); I enjoy the music (91%) 25
  28. 28. MUSICAL INTEREST Number of other music events attended 4 concerts in 2010 Reasons for not attending Restricted time (11%) Other festivals attended Yes (70%) Preferred type of music Jazz (67%); Classical music (44%); Pop (40%) PERSONALITY TRAITS Personality type Sociable (69%); Adventurous (38%) Leisure activities Reading (75%); Listening to music (74%)5.2 CONCLUSIONSThe following conclusions can be drawn from the study: • Respondents were mainly female, English-speaking, married, in their early forties from the Western Cape Province. • They were well educated and held a professional occupation. • Foreign tourists were from a variety of countries including Belgium, Botswana, England, France, Germany, the UK and the USA. • Respondents travelled in groups of four people of which they were financially responsible for two persons. • Most respondents were local residents from Cape Town. Non-locals stayed, on average, for 10 days in the area. • Respondents had bought an average of three tickets and had spent R747.70 per group. • Respondents had made a spontaneous decision to attend the concert and they had decided to do so for themselves. • Word-of-mouth had been the strongest marketing tool for this concert. • The main reasons for respondents to attend the concert were to have fun and because they enjoyed these types of events. They also enjoyed music and felt that concerts of this type was entertainment at its best. • Respondents that had attended concerts during the 2010/2011 period, attended four concerts on average, but respondents that had not attended a concert indicated that they had not enough time to do so. • Most of the respondents had also attended other festivals where they preferred jazz, classical music and pop. 26
  29. 29. • Respondents indicated their personalities as sociable and adventurous, and they enjoyed reading and listening to music.5.3 RECOMMENDATIONSThe following recommendations are made by the respondents and researchers: • Improve the parking; • Improve control of queues; • Open gates earlier; • Employ more staff to help keep order; and • Lengthen the concert as a mere hour is not long enough. 27

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