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The purpose of this study was to distinguish between genre supporters and non-genre supporters at the Aardklop National Arts Festival. This was done to determine genre supporters’ individual needs and wants so that effective marketing strategies can be developed and the festival programme can be designed to attract more genre supporters. Previous research indicated that the future of festivals is dependent on the number of show tickets sold and festivals therefore need to attract more genre supporters. To achieve this goal, a questionnaire survey (N = 495) was conducted, where afterwards independent t-tests were used to determine the differences between visitors who attend the different ticketed shows/productions and those who do not. Results showed that genre attendees and non-attendees differ signifi cantly based on socio-demographic and behaviour characteristics, which gave a comprehensive profi le of the two types of visitors at the festival. This method proved to be successful especially in increasing ticket sales. Marketing and management implications for effectively targeting genre supporters were also indicated. Copyright © 2010 John Wiley & Sons, Ltd.

South Africa is well known for its favourable climate, wildlife and golden beaches. Adding to this, its long summers make its coastline (over 3500 km) even more attractive to tourists around the world, and so are transforming the South African coast into a major marine tourism attraction. Along this lengthy coastline lie numerous marine destinations attracting thousands of tourists. These destinations offer various activities such as scuba diving, snorkelling, swimming, world class surfing and whale watching to tourists. When trying to capitalise on these assets, marketers clearly state that it is necessary to understand the market that uses them and the reasons people travel. Therefore, the purpose of this research is to determine the travel motives of tourists to selected marine destinations. Five surveys were conducted at marine resorts by means of a structured questionnaire. Two hundred and two (202) questionnaires were completed at Hartenbos, 210 at Jeffrey's Bay, 333 at Margate, 237 at Amanzimtoti and 153 at Plettenberg Bay. The statistical analysis entailed descriptive statistics and a factor analysis of the five surveys. The results revealed similarity regarding escape and relaxation as travel motives when compared to other research. However, time usage and personal attachment were unique motives identified by this study. A combination of psychological motives and of more tangible aspects should be used in tourism marketing strategies in order to attract a higher number of visitors to marine destinations. These results will, therefore, assist marketers and product developers of marine destinations, particularly with the marine tourism product being very similar.

The purpose of this study was to distinguish between genre supporters and non-genre supporters at the Aardklop National Arts Festival. This was done to determine genre supporters' individual needs and wants so that effective marketing strategies can be developed and the festival programme can be designed to attract more genre supporters. Previous research indicated that the future of festivals is dependent on the number of show tickets sold and festivals therefore need to attract more genre supporters. To achieve this goal, a questionnaire survey (N = 495) was conducted, where afterwards independent t-tests were used to determine the differences between visitors who attend the different ticketed shows/productions and those who do not. Results showed that genre attendees and non-attendees differ significantly based on socio-demographic and behaviour characteristics, which gave a comprehensive profile of the two types of visitors at the festival. This method proved to be successful especially in increasing ticket sales. Marketing and management implications for effectively targeting genre supporters were also indicated.