| Summary: | Thesis (MBA)--Stellenbosch University, 2003. === ENGLISH ABSTRACT: This study forms part of the GHACT economic impact study by the University of
Stellenbosch. It is an investigation into the evaluation of the Hermanus Whale
Festival, which forms an integral part of the Greater Hermanus tourism industry.
The study highlights that the tourism industry of Greater Hermanus is faced with
important challenges in managing its events as part of the tourism industry to benefit
all. The ultimate success of events depends on leadership, co-ordination and team
spirit between organisers, the host community and the sponsors.
Upon the investigation into event evaluation and after consultation with the
stakeholders it is recommended that the festival organisers must take the lead in
future evaluations and co-ordinate the evaluation process. The festival organisers will
have to involve all stakeholders as they offer a useful resource for event evaluation.
The study includes the visitor survey, completed during the festival, which explored
visitor characteristics, expenditure and perceptions.
Based on all findings that the study has highlighted, it is recommended that the
festival organisers must develop a festival strategy in co-ordination with all
stakeholders. Further more, it is imperative that the festival management has insight
into its target market and therefore uses market research to build market intelligence.
This will be a useful input in developing the strategic direction as well as the
marketing function to support the achievement of the festival's goals and objectives.
The document concludes with argumentation for the implementation of market
research and strategy and outlines the process for developing such a strategy. === AFRIKAANSE OPSOMMING: Hierdie studie vorm deel van die GHACT ekonomiese impak studie van die
Universiteit van Stellenbosch. Dit ondersoek die moontlike evaluering van die
Hermanus Walvisfees, wat 'n belangrike onderdeel is van die "Greater Hermanus"
toerisme bedryf.
Die studie beklemtoon dat die bestuur van feeste, as deel van die toerisme bedryf, 'n
belangrike uitdaging is vir die "Greater Hermanus" toerisme bedryf. Die sukses van
die feeste is afhanklik van leierskap, koordinering en spangees tussen die
organiseerders, die gasheergemeenskap en die borge.
Na ondersoek van die fees evaluering en na konsultasie met verskeie rolspelers, is
voorgestel dat die fees organiseerders die leidende rol moet neem in toekomstige
evalueringsprosesse en dit ook moet koördineer. Die feesorganiseerders moet al die
rolspelers in die proses betrek om van hulle waardevolle hulpbronne gebruik te
maak.
'n Opname van besoekers tydens die fees wat ingestel is om definitiewe kenmerke,
uitgawes en indrukke te bepaal, vorm 'n belangrike onderdeel van die navorsing.
Gebaseer op al die bevindinge van die studie word aanbeveel dat die feesorganiseerders
'n strategie vir die fees moet ontwikkel in koordinering met die
belanghebbende rolspelers. Verder is dit noodsaaklik om die mark te analiseer deur
gebruik te maak van marknavorsing, met die einddoel om sodoende markintelligensie
te ontwikkel.
Dit sal 'n waardevolle inset wees vir die ontwikkeling van 'n strategiese rigting, sowel
as vir die bemarkingsfunksie en om so die fees se doelwitte te bereik en te
ondersteun. Die studie skets die proses vir strategie ontwikkeling en sluit af met die
argument vir die implimentering van marknavorsing en strategie onwikkeling.
|
|---|
