Communication efficacy of South African arts festivals : the case of Klein Karoo National Arts Festival

Thesis (M.Com. (Tourism))--North-West University, Potchefstroom Campus, 2011.The primary objective of this study was to determine the communication efficacy at arts festivals with specific reference to the Klein Karoo Nasionale Kunstefees (KKNK). This goal was achieved by firstly discussing the concept of communication. Secondly, a literature study was conducted in order to examine the links between communication and events. Thirdly, the results of the empirical research were discussed, and finally conclusions were drawn from the research and recommendations were made with regard to the communication efficacy of events, as well as for further research. From the literature, communication between the event organisers and the local community was defined. It was noted that communication plays an integral part in the success of an event. The host community plays an integral part in events as role players. By establishing and implementing an effective communication strategy to and from the organisers, the KKNK will harvest the fruits of a successful cultural event. Participation, decision making and informing the stakeholders using different types of media was the means by which the KKNK organisers communicated with the host community. Positive and negative impacts were measured in a questionnaire. The questionnaire that sought to measure whether there were significant differences between the two host communities of Oudtshoorn, and whether there were any differences in the results of the communication strategy of the organisers when comparing the opinions of the white and of the coloured communities. The questionnaires were distributed among the community members of Oudtshoorn, using on a stratified sampling method, and by using a random sampling method. A total of 258 questionnaires were completed, 110 from the white community and 148 from the coloured community. Means and standards deviations were determined following the affected sizes to explore the differences between the importance of participation and communication in the two communities, based on the dimensions of the various factors as determined in the factor analysis. It became clear that there is a small effect (0.2-0.5) on the opinions of the two communities regarding their being informed, community participation and the communication from KKNK to the Oudtshoorn community in general. Decision-making and participation opinions resulted in medium effects. It is the major significance of these effect sizes that the white and coloured communities do not believe they have equal decision making opportunities and participation. The chi-square test of significance revealed a small significance (0.1 - 0.3) in the following areas: overall communication, information received and sought for through different types of media and importance of the KKNK to Oudtshoorn. A medium significance (0.3 - 0.5) was measured, and recommendations were made that programs meeting the needs of host communities, decision making and having the community become active in festival programs should be initiated. This study contributes to the limited amount of literature available on the communication efficacy of events to their host communities.Master