An investigation into the evaluation of the Hermanus Whale Festival as part of the GHACT economic impact study

Bohn, Helga (2003-03)

Thesis (MBA)--Stellenbosch University, 2003.

Thesis

ENGLISH ABSTRACT: This study forms part of the GHACT economic impact study by the University of Stellenbosch. It is an investigation into the evaluation of the Hermanus Whale Festival, which forms an integral part of the Greater Hermanus tourism industry. The study highlights that the tourism industry of Greater Hermanus is faced with important challenges in managing its events as part of the tourism industry to benefit all. The ultimate success of events depends on leadership, co-ordination and team spirit between organisers, the host community and the sponsors. Upon the investigation into event evaluation and after consultation with the stakeholders it is recommended that the festival organisers must take the lead in future evaluations and co-ordinate the evaluation process. The festival organisers will have to involve all stakeholders as they offer a useful resource for event evaluation. The study includes the visitor survey, completed during the festival, which explored visitor characteristics, expenditure and perceptions. Based on all findings that the study has highlighted, it is recommended that the festival organisers must develop a festival strategy in co-ordination with all stakeholders. Further more, it is imperative that the festival management has insight into its target market and therefore uses market research to build market intelligence. This will be a useful input in developing the strategic direction as well as the marketing function to support the achievement of the festival's goals and objectives. The document concludes with argumentation for the implementation of market research and strategy and outlines the process for developing such a strategy.

AFRIKAANSE OPSOMMING: Hierdie studie vorm deel van die GHACT ekonomiese impak studie van die Universiteit van Stellenbosch. Dit ondersoek die moontlike evaluering van die Hermanus Walvisfees, wat 'n belangrike onderdeel is van die "Greater Hermanus" toerisme bedryf. Die studie beklemtoon dat die bestuur van feeste, as deel van die toerisme bedryf, 'n belangrike uitdaging is vir die "Greater Hermanus" toerisme bedryf. Die sukses van die feeste is afhanklik van leierskap, koordinering en spangees tussen die organiseerders, die gasheergemeenskap en die borge. Na ondersoek van die fees evaluering en na konsultasie met verskeie rolspelers, is voorgestel dat die fees organiseerders die leidende rol moet neem in toekomstige evalueringsprosesse en dit ook moet koördineer. Die feesorganiseerders moet al die rolspelers in die proses betrek om van hulle waardevolle hulpbronne gebruik te maak. 'n Opname van besoekers tydens die fees wat ingestel is om definitiewe kenmerke, uitgawes en indrukke te bepaal, vorm 'n belangrike onderdeel van die navorsing. Gebaseer op al die bevindinge van die studie word aanbeveel dat die feesorganiseerders 'n strategie vir die fees moet ontwikkel in koordinering met die belanghebbende rolspelers. Verder is dit noodsaaklik om die mark te analiseer deur gebruik te maak van marknavorsing, met die einddoel om sodoende markintelligensie te ontwikkel. Dit sal 'n waardevolle inset wees vir die ontwikkeling van 'n strategiese rigting, sowel as vir die bemarkingsfunksie en om so die fees se doelwitte te bereik en te ondersteun. Die studie skets die proses vir strategie ontwikkeling en sluit af met die argument vir die implimentering van marknavorsing en strategie onwikkeling.

Please refer to this item in SUNScholar by using the following persistent URL: http://hdl.handle.net/10019.1/53272
This item appears in the following collections: