Using market segmentation to examine factors influencing live theatre ticket purchases among South African festival attendees across generations

Despite existing research on generational consumer behaviour, South African arts festivals still employ generalized marketing strategies and live theatre offerings at arts festivals, assuming homogeneity among audiences. This study, therefore, investigates and compares factors that influence the purchase behaviour of different generational cohorts. Using a quantitative method, which included 1748 (N) live theatre attendees across four national arts festivals, this research reveals significant cohort-specific differences in purchasing influencers. The findings suggest that factors such as Production quality and Quality facilities, Artistic value and Marketing could enhance live theatre ticket purchases among the identified generational cohorts, but only when focus is placed on the individual influencers within each factor, linked to specific individual cohorts. Based on these results, practical recommendations for festival organizers and marketers are proposed to foster broader art participation and appreciation, supporting the sustainability and growth of arts festivals.