A MARKET-POSITIONING MODEL FOR SOUTH AFRICAN ARTS FESTIVALS

摘要

In the South African arena, festival attendees have a choice of more than 85 festivals throughout the country. New festivals are continually added to the annual events calendar creating an overabundance of festivals. The overcrowedness has a direct impact on the sustainability of individual festivals. A need arises to classify these festivals in the South African market as did research into what management can do to ensure the survival of these festivals. Festivals have to be positioned and differentiated in the market to keep their customers. This is a theoretical paper, reporting on arts festivals, and market positioning in the special events sector of the travel market. By summarising the theory, a powerful market-positioning model is developed for arts festivals in South Africa.