With more than 600 annual South African festivals to choose from, the ongoing sustainability of established festivals is uncertain. The rationale of sustainability usually rests on what renewable social, economic and cultural benefits the festival offers the community. However, changing visitor characteristics and economic difficulties putting more strain on the disposable income of households compel organizers and marketers to rethink their strategy in order to ensure the sustainability of festivals. This novel and exploratory study utilized a multistage DEA model to identify the presence of tendencies to overspend and budget mismanagement exhibited by visitors at the Innibos National Arts Festival. By identifying the sources of these inefficiencies, this study was able to formulate a framework that can guide organizers and marketers to develop price discounts or package combos that will ensure greater satisfaction which is a vital contributor to sustainability. The results accentuated the need to tailor these package combos to both male and female attendees, with the emphasis on improving satisfaction by limiting the tendencies to overspend that relate to paying for entrance fees, food and drinks.
Alberca-OliverPRodríguez-OromendíaAParte-EstebanL (2015) Measuring the efficiency of trade shows: a Spanish case study. Tourism Management47: 127–137.
2.
AllenRGD (1939) Mathematical Analysis for Economists. New York: The MacMillan Co.
3.
AssafAG (2012) Benchmarking the Asia Pacific tourism industry: a Bayesian combination of DEA and stochastic frontier. Tourism Management33(5): 1122–1127.
4.
AvkiranNK (1999) An application reference for data envelopment analysis in branch banking: helping the novice researcher. International Journal of Marketing17(5): 206–220.
5.
BankerRD (1993) Maximum likelihood, consistency and data envelopment analysis: a statistical foundation. Management Science39(10): 1265–1273.
6.
BankerRDCharnesAWCooperWW (1984) Some models for estimating technical and scale efficiency in data envelopment analysis. Management Sciences30(9): 1078–1092.
7.
BergSAFørsundFRJansenES (1991) Technical efficiency of Norwegian banks: the non-parametric approach to efficiency measurement. Journal of Productivity Analysis2(2): 127–142.
8.
BoyneSHallDWilliamsF (2003) Policy, support and promotion for food-related tourism initiatives: a marketing approach to regional development. Journal of Travel and Tourism Marketing14(3/4): 131–54.
9.
BridaJGDeiddaMPulinaM (2014) Tourism and transport systems in mountain environments: analysis of the economic efficiency of cableways in South Tyrol. Journal of Transport Geography36: 1–11.
10.
CannonTFFordJ (2002) Relationship of demographic and trip characteristics to visitor spending: an analysis of sports travel visitors across time. Tourism Economics8(3): 263–271.
11.
CarrilloMJorgeJM (2017) Multidimensional analysis of regional tourism sustainability in Spain. Ecological Economics140: 89–98.
12.
CharnesAWCooperWWRhodesE (1978) Measuring the efficiency of decision making units. European Journal of Operational Research2(6): 429–444.
13.
ChangYTLeeSParkHK (2017) Efficiency analysis of major cruise lines. Tourism Management58: 78–88.
14.
CheongYDe GregorioFKimK (2014) Advertising spending efficiency among top US advertisers from 1985 to 2012: overspending or smart managing?Journal of Advertising43(4): 344–358.
15.
CoelliT (1998) A multi-stage methodology for the solution of orientated DEA models. Operations Research Letters23(3): 143–150.
16.
CooperWWSeifordLMToneK (2007) Data Envelopment Analysis: A Comprehensive Text with Models, Applications, References and DEA-Solver Software, 2nd ed. New York: Springer.
17.
DinizSCMachadoAF (2011) Analysis of the consumption of artistic-cultural goods and services in Brazil. Journal of Cultural Economics35(1): 1–18.
18.
ElicksLF (2010) Seducing the Single Ticket Buyer: Converting Single Ticket Buyers to Subscribers at the Binghamton Philharmonic. New York: Binghamton.
19.
EsuBBArreyVME (2009) Tourists’ satisfaction with cultural tourism festival: a case study of Calabar Carnival Festival, Nigeria. International Journal of Business and Management4(3): 116–125.
20.
FäreRGrosskopfSLovellCAK (1985) The Measurement of Efficiency of Production. Boston: Kluwer-Nijhoff.
21.
FarrellMJ (1957) The measurement of productive efficiency. Journal of the Royal Statistical Society. Series A (General)120(3): 253–290.
22.
Ferrer-RosellBCoendersGMartínez-GarciaE (2015) Determinants in tourist expenditure composition – the role of airline types. Tourism Economics21(1): 9–32.
23.
FragoudakiAGiokasD (2016) Airport performance in a tourism receiving country: evidence from Greece. Journal of Air Transport Management52: 80–89.
24.
FuchsM (2002) On the productivity of services: A practice-orientated analysis of existing measurement approaches. In: HinterhuberHHStahlHK (eds) On the Value-Enhancing Management of Service Companies. Wiesbaden: Gabler, pp. 220–243.
25.
FuentesR (2011) Efficiency of travel agencies: a case study of Alicante, Spain. Tourism Management32(1): 75–87.
26.
FørsundFRHjalmarssonL (1974) On the measurement of productive efficiency. The Swedish Journal of Economics76(2): 141–154.
27.
GetzDAnderssonTCarlsenJ (2010) Festival management studies: developing a framework and priorities for comparative and cross-cultural research. International Journal of Event and Festival Management1(1): 29–59.
28.
GolanyBStorbeckJ (1999) A data envelopment analysis of the operational efficiency of bank branches. Interfaces29(3): 14–26.
29.
GrosskopfS (1996) Statistical inference and nonparametric efficiency: a selective survey. Journal of Productivity Analysis7(2): 161–176.
30.
HendersonJC (2009) Food tourism reviewed. British Food Journal111(4): 317–326.
31.
HuangYCoelhoVR (2017) Sustainability performance assessment focusing on coral reef protection by the tourism industry in the Coral Triangle region. Tourism Management59: 510–527.
32.
JaforullahMWhitemanJ (1999) Scale efficiency in the New Zealand dairy industry: a non-parametric approach. The Australian Journal of Agricultural and Resource Economics43(4): 523–541.
33.
JonesPHallM (1996) Productivity and the new service paradigm. In: JohnsN (eds) Productivity Measurement in Hospitality and Tourism. London: Cassell, pp. 227–239.
34.
KaraAKaynakE (1997) Markets of a single customer: exploiting conceptual developments in market segmentation. European Journal of Marketing31(11/12): 873–895.
35.
KirigiaJMSamboLGScheelH (2001) Technical efficiency of public clinics in KwaZulu-Natal province of South Africa. East-African Medical Journal78(3): 1–13.
36.
KittelsenSA (1999) Monte Carlo simulations of DEA efficiency measures and hypothesis tests (No. 1999, 09). Memorandum, Department of Economics, University of Oslo. Available at: https://www.econstor.eu/bitstream/10419/63113/1/323421636.pdf(accessed 31 July 2017).
37.
KrejcieRBMorganDW (1970) Determining sample size for research activities. Educational and Psychological Measurement30(3): 607–610.
38.
KrugerMSaaymanM (2009) Travel motives of visitors attending Oppikoppi Music Festival. Acta Academica41(4): 56–73.
39.
KrugerMSaaymanM (2012) When do festinos decide to attend an arts festival? An analysis of the Innibos National Arts Festival. Journal of Travel and Tourism Marketing29(2): 147–162.
40.
KrugerMSaaymanMEllisSM (2010) Does loyalty pay? First-time versus repeat visitors at a national arts festival. Southern African Business Review14(1): 79–104.
41.
KrugerMSaaymanMEllisS (2011) Segmentation by genres: the case of the Aardklop National Arts Festival. International Journal of Tourism Research13(6): 511–526.
42.
LeeSJeonSKimD (2011) The impact of tour quality and tourist satisfaction on tourist loyalty: the case of Chinese tourists in Korea. Tourism Management32(5): 1115–1124.
43.
LewinAYSeifordLM (1997) From Efficiency Calculations to a New Approach for Organizing and Analyzing Data: DEA Fifteen Years Later. Bussum, The Netherlands: Baltzer.
44.
LiuJSLuLYLuWM. (2013) A survey of DEA applications. Omega41(5): 893–902.
45.
LovellCAKPastorJT (1995) Units invariant and translation invariant DEA models. Operations Research Letters18(3): 147–152.
46.
MaZLBaoJG (2009) Evaluating the using efficiencies of Chinese national parks with DEA. Geographical Research28(3): 838–848.
47.
MarchRWoodsideAG (2005) Testing theory of planned versus realized tourism behavior. Annals of Tourism Research32(4): 905–924.
48.
McCarthyKFJinnettKJ (2001) A New Framework for Building Participation in the Arts. Pittsburgh: Rand Corporation.
49.
MedinaLFGómezIGMarreroSM (2012) Measuring efficiency of sun & beach tourism destinations. Annals of Tourism Research39(2): 1248–1251.
50.
MelerMCerovicZ (2003) Food marketing in the function of tourist product development. British Food Journal105(3): 175–192.
51.
MengFTepanonYUysalM (2008) Measuring tourist satisfaction by attribute and motivation: the case of a nature-based resort. Journal of Vacation Marketing14(1): 41–56.
MykletunRJCrottsJCMykletunA (2001) Positioning an island destination in the peripheral area of the Baltics: a flexible approach to market segmentation. Tourism Management22(5): 493–500.
55.
NunamakerTR (1985) Using data envelopment analysis to measure the efficiency of non-profit: a critical evaluation. Managerial and Decision Economics6(1): 50–58.
56.
OukilAChannoufNAl-ZaidiA (2016) Performance evaluation of the hotel industry in an emerging tourism destination: the case of Oman. Journal of Hospitality and Tourism Management29: 60–68.
57.
PageSJConnellJ (2009) Tourism: A Modern Synthesis, 3rd ed. Singapore: Cengage Learning.
58.
PengHZhangJLuL. (2017) Eco-efficiency and its determinants at a tourism destination: a case study of Huangshan National Park, China. Tourism Management60(June): 201–211.
59.
ReganTHDamonteT (1999) A geoeconomic approach to South Carolina NASCAR markets. Public Administration Quarterly23(3): 295–312.
60.
ReynoldsDThompsonGM (2007) Multiunit restaurant productivity assessment using three-phase data envelopment analysis. International Journal of Hospitality Management26(1): 20–32.
61.
SaaymanM (2011) Motives for attending the Cultivaria Arts festival. South African Journal for Research in Sport, Physical Education and Recreation33(1): 109–120.
62.
SaaymanM (2017) State of the Arts. Potchefstroom: TREES.
63.
SaaymanMMaraisMKrugellW (2010) Measuring success of a wine festival: is it really that simple?South African Journal for Research in Sport, Physical Education and Recreation32(2): 95–107.
64.
SaaymanMRossouwR (2010) The Cape Town international jazz festival: more than just jazz. Development Southern Africa27(2): 255–272.
65.
SaaymanMRossouwR (2011) The significance of festivals to regional economies: measuring the economic value of the Grahamstown National Arts Festival in South Africa. Tourism Economics17(3): 603–624.
66.
SalehFRyanC (1993) Jazz and knitwear: factors that attract tourists to festivals. Tourism Management14(4): 289–297.
67.
ScheffJ (1999) Factors influencing subscription and single-ticket purchases at performing arts organizations. International Journal of Arts Management1(2): 16–27.
68.
ShephardRW (1953) Cost and Production Functions. Princeton, NJ: Princeton University Press.
69.
ShephardRW (1970) Cost and Production Functions, 4th ed. Princeton, NJ: Princeton University Press.
70.
SmithMK (2004) Seeing a new side to seasides: culturally regenerating the English seaside town. International Journal of Tourism Research6(1): 17–28.
71.
SnowballJD (2005) Art for the masses? Justification for the public support of the arts in developing countries – two arts festivals in South Africa. Journal of Cultural Economics29(2): 107–125.
72.
SnowballJDWillisKG (2006a) Estimating the marginal utility of different sections of an arts festival: the case of visitors to the South African National Arts Festival. Leisure Studies25(1): 43–56.
73.
SnowballJDWillisKG (2006b) Building cultural capital: transforming the South African national arts festival. South African Journal of Economics74(1): 20–33.
74.
StrydomAJSaaymanMSaaymanA (2006) The economic impact of the Volksblad Arts Festival. Acta Commercii6(1): 87–98.
75.
TosunC (2000) Limits to community participation in the tourism development process in developing countries. Tourism Management21(6): 613–633.
76.
Van HeerdenCRossouwR (2014) Resource utilisation efficiency: a South African provincial evaluation. South African Journal of Economics82(4): 475–492.
77.
Van ZylC (2006) Motivating factors of local residents for attending the Aardklop National Arts Festival. Southern African Business Review10(2): 150–171.
78.
Van ZylCStrydomJW (2007) The use of game theory to determine the optimum market position of selected arts festivals in South Africa. Southern African Business Review11(3): 121–143.
79.
WuWW (2011) Beyond travel & tourism competitiveness ranking using DEA, GST, ANN and Borda count. Expert Systems with Applications38(10): 12974–12982.
80.
ZereEMbeeliTShangulaK. (2006) Technical efficiency of district hospitals: evidence from Namibia using data envelopment analysis. Cost Effectiveness and Resource Allocation4(1): 1–9.
Please find the following supplemental material available below.
For Open Access articles published under a Creative Commons License, all supplemental material carries the same license as the article it is associated with.
For non-Open Access articles published, all supplemental material carries a non-exclusive license, and permission requests for re-use of supplemental material or any part of supplemental material shall be sent directly to the copyright owner as specified in the copyright notice associated with the article.
