First-time versus repeat visitors to a music festival in South Africa

This research segmented visitors to Spring Fiesta, a music festival aimed at the House, Hip Hop and Kwaito music festival market in South Africa, based on the frequency of visits to distinguish between first-time and repeat festival attendees. A research survey was done over four years (2013–2016) and 788 visitor questionnaires were included in the analysis. Independent sample t-tests, two-way frequency tables, and Chi-square tests were used to analyze the data and segment first-time and repeat visitors based on socio-demographics, behavioral characteristics, and overall satisfaction and travel motivations. These differences should be considered when the festival program is designed and marketed.