Show Me the Band and I Will Show You the Market

Abstract

This research specifically focuses on visitors to three different live music performance bands who performed in South Africa, namely The Script, Coldplay, and Kings of Leon. A destination-based survey was undertaken at all three events’ concerts. A factor analysis was performed to identify the motives of the visitors, where after ANOVAs were done to determine the influence of the different bands on visitors’ demographic profiles, motives, and preferences. The results show significant differences between the different attendees at the concerts of the three bands, thereby confirming that the type of music genre influences the type of attendee.

KEYWORDS:

• music tourism
• factor analysis
• live music performances
• South Africa

Acknowledgments

The authors gratefully acknowledge the NRF (National Research Foundation) for its financial support for this project. The authors would also like to thank Big Concerts for allowing this research to be conducted at the concert as well as all the fieldworkers and respondents who participated in the survey.