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Fast and effective services at the token exchange outlets Factor 6: Amenities and Catering
Concert programme that caters for all ages
Variety of food and beverage availability (e.g. Halaal, vegetarian)
Affordable food and beverages at the stadium Adequate ATM facilities at the stadium
Well-known pre-concert artists prior to the main event Affordable prices of transport services Affordable tickets
Adequate variety of national and international artists performing
Accessibility for the disabled TOTAL VARIANCE EXPLAINED
4.30
0.83 0.76 0.62
0.57 0.53
0.39 0.30
3.94
0.59 0.56
0.48 0.46 0.45 0.39 0.37 0.32
0.29 59%
Results from the correlation analysis and Spearman's rho Most questions had multiple choice responses or were answered on a 5-point Likert scale and the
dummy variables were coded 1 and 0 according to Table 5. These variables were included in the correlation analyses to detemine the variables that had the greatest influence on spending per person at the four different Neil Diamond concerts. The relationship between the variables indicated in Table 5 and spending per person was investigated by using Spearman's Rank Order Correlation (rho).
TABLE 5: QUESTIONS USED AND THEIR DESCRIPTIONS FOR ALL FOUR NEIL DIAMOND CONCERTS Category
Question description Socio- demographics
Home language Gender Age
Local resident Level of education* Marital status
Behavioural
Group size Number of people paid for Number of nights Number of tickets purchased
Number of previous event attendance
Attendance of other music festivals
Media preferences
Television Radio Website Magazines Newspapers Word-of-mouth
Coding
Afrikaans = 1; English = 0 Female = 1; Male = 0 Open question Yes = 1; No = 0
High level = 1; Other = 0 Married = 1; Not married = 0
Open question Open question Open question Open question Open question
Yes = 1; No = 0
Yes = 1; No = 0 Yes = 1; No = 0 Yes = 1; No = 0 Yes = 1; No = 0 Yes = 1; No = 0 Yes = 1; No = 0
DETERMINANTS OF SPENDING AT A LIVE MUSIC PERFORMANCE IN SOUTH AFRICA 907 Variable
LANGUAGE GENDER AGE
LOCAL RESIDENT LEVEL OF EDUCATION MARITAL STATUS
GROUP
PEOPLE PAID FOR DAYS
TICKETS PURCHASED TIMES ATTENDED
OTHER MUSIC FESTIVALS TV RADIO WEBSITE MAGAZINES NEWSPAPERS WORD-OF-MOUTH 0.84 0.35