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Motives of Circus Attendees in South Africa: The Case of Cirque du Soleil Dralion

Southern African Business Review

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Field Value
 
Title Motives of Circus Attendees in South Africa: The Case of Cirque du Soleil Dralion
 
Creator Kruger, M
Saayman, M
 
Subject Cirque du Soleil, Motives, Circus Performance, South Africa
 
Description The purpose of this research was to determine the motives of attendees to Cirque du Soleil’s Dralion production in a developing country. The results revealed five key motives, namely uniqueness, enchantment and aesthetics, fun and entertainment, socialisation and social status and act affiliation. Clustering based on these motives revealed three distinct clusters namely Enthusiasts, Novices and Observers. These clusters show that attendees are not homogeneous in terms of their socio-demographic and behavioural profiles. While the Enthusiasts and Observers displayed similar characteristics to other clusters found in previous research, this research made a clear contribution in identifying Novices as a new emerging segment and suggesting the implications of retaining and expanding this market. The findings of this research can greatly assist marketers of these types of production to expand interest in the arts and increase accessibility to a larger audience.Keywords: Cirque du Soleil, Motives, Circus Performance, South Africa
 
Publisher College of Economic and Management Sciences (UNISA)
 
Contributor —
 
Date 2015-09-07
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://www.ajol.info/index.php/sabr/article/view/121701
 
Source Southern African Business Review; Vol 19, No 2 (2015); 51-73
1998-8125
1561-896X
 
Language eng
 
Relation http://www.ajol.info/index.php/sabr/article/view/121701/111164
 
Rights Copyright to the journal content belongs to the College of Economic and Management Sciences