Listen to Your Heart: Motives for Attending Roxette Live

Abstract

The purpose of this research was to identify motives of people attending concerts during the Roxette tour to South Africa and, based on these motives, to identify and profile different market segments. A destination-based survey was undertaken, and questionnaires were distributed at four of the seven Roxette concerts held at the Grand West Casino in Cape Town (May 10 and 11, 2011) and at the Sun City Super Bowl in Sun City (May 13 and 14, 2011). A total of 960 questionnaires were administered at events in Cape Town and Sun City (436 and 524, respectively). The factor analysis identified five motives: Artist affiliation and unique experience, Socialisation and event novelty, Fun and group affiliation, Enjoyment and entertainment, and Nostalgia. Based on these motives, two distinct clusters of attendees were identified: Avid fans and Recreational attendees. Although these fans have different travel motives and behavioural variables, their socio-demographic characteristics are homogenous. Marketing campaigns should focus on attracting and retaining Avid Fans as they were found to be the most lucrative target market. This was only the second time that the attendees at a live music performance in South Africa were analysed, and the first time that they were clustered based on their travel motives. The research provides valuable insights into the behaviour of people attending musical events and also highlights the complexity of their motives.

Curiosity's pleasure? Exploring motives for cultural consumption

“…The social motives (socialization and family togetherness) assess the extent to which an individual is likely to attend cultural organizations to socialize with other people, gain a sense of belonging, and strengthen family bonds (H3). This result is in agreement with research stating that art attendance offers the opportunity to satisfy the visitors' social needs by meeting others with shared identities, gaining a sense of belonging, and strengthening family bonds (Kruger & Saayman, ; Slater, ).…”

“…As the need for more information concerning cultural consumption is increasing, the analysis of the art patrons' motivations requires additional consideration. In addition to frequently targeted topics, such as economic or social impact and festival management, there is a growing stream of empirical research focusing on the motivations of cultural consumers (Duran & Hamarat, ; Kruger & Saayman, ; Slater, ; Swanson, Davis, & Yushan, ; Thyne, ).…”

Attendance at the U2 Concert: Is it a Case of “This is a Man's World?”

“…They are performance events consisting of one live performance (or an additional live performance usually in the form of a supporting artist or band) of a specific music genre (such as rock, pop, classical, etc.). They usually take place over a few hours (3-4 hours) on 1 day in a specific venue or city, attract over 20,000 attendees, and are packaged as a coherent whole (Kruger & Saayman, 2012a, 2012b, 2012c.…”

“…The reason for this focus is that ticket sales is one of the main sources of income from a music event and is therefore used as an indicator of visitor interest in the event, and how successfully the program and artist or band address and fulfills visitors' needs. Identifying the needs of ticket purchasers is of further importance, in that music events in South Africa are held in selected venues across the country, and therefore visitors often have to travel long distances to attend them (Kruger & Saayman, 2012a, 2012b, 2012c. This necessitates visitors' spending money on a wide variety of associated items such as transport, accommodation, food, and drinks, among others (Earl, 2001;Hausman, 2000;O'Reilly & Larsen, 2005).…”

Consumer preferences of Generation Y

“…The marketing potential of live music performances is tremendous, as they appeal to a wide variety of market segments (Kruger and Saayman, 2012a). However, performances by well-known international artists are few and far between in South Africa.…”