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Show Me the Band and I Will Show You the Market

2012; Taylor & Francis; Volume: 13; Issue: 4 Linguagem: Inglês

10.1080/15470148.2012.728973

1547-0156

Martinette Kruger, Melville Saayman,

Diverse Aspects of Tourism Research

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.