Teses / dissertações sobre o tema "Visitor’s performance"

Esta tese se constituiu a partir de um interesse sobre o campo da arte e da tecnologia. A arte, independente de seu suporte, é uma forma de expressão e de experimentação legítima da criação humana, explorando os limites de significação e ressignificação da vida, da produção de sentido e da constante maneira de inventar atributos, contaminados de inteligência. Inspirado na cultura de VJ – Video-Jockey – de edição ao vivo de imagens e música, o VJEdu (Video-Jockey Educativo) é um projeto de pesquisa sobre mídias digitais que suportam diversas linguagens e seu uso, a fim de expandir a experiência do público que visita uma exposição de arte. Embora sua concepção original estivesse mais voltada para a educação formal, houve uma ampliação desse enfoque para a possibilidade de utilização em instituições culturais, com variados tipos de público. A pesquisa se desenvolveu a partir da necessidade de criação de uma tecnologia específica para galerias e museus de arte, incluindo a adaptação de um software. Essa tecnologia foi criada visando novas funcionalidades para interação com a base de dados, constituída não apenas de vídeo e som, mas com mídias de imagem e texto. As mídias são produzidas a partir de cada exposição, elaborando uma documentação customizada sobre as obras de arte, artistas e contextos da exposição. O público interage através de uma plataforma digital com dispositivos e aparelhos de apresentação audiovisual, explorando essa base de dados e construindo um percurso com contextos referentes à exposição, ampliando a experiência de sua visitação. O VJEdu tem como referencial teórico conceitos derivados da intermedialidade, sobretudo os conceitos de pós-produção, de Nicolas Bourriaud, e de pós-história, de Vilém Flusser. O projeto piloto do VJEdu foi testado em três galerias: na Fortress to Solitude, em Nova York, no Centro Skol, em Montreal, e na La Photo, em Porto Alegre. Em cada lugar, foi construído um banco de dados específico e foram coletadas informações referentes à performance dos visitantes. Os resultados alcançados apontam para uma possibilidade de utilização do software em galerias, museus, outras instituições culturais e educacionais, bem como nos setores de mediação educativa em mostras como as Bienais de Arte. O projeto contou com o apoio, no Brasil, da agência de fomento CAPES e, no Canadá, com o auxílio do CNPq e da Universidade de Montreal.
This thesis is formed from an interest in the field of art and technology. Art, regardless of its support is a form of self expression and experimentation of human creation, exploring the limits of meaning and reframing of life, of its production and constant way to invent attributes, contaminated intelligence. Inspired by the culture of VJ – Video Jockey –, live editing of images and music, VJEdu (Educational Video Jockey) is a research project on digital media that supports various languages and their use to expand the experience of the public who visit an art exhibition. Although its original design was more focused on formal education, there was an extension of this approach for possible use in cultural institutions, with varying types of audiences. The research was developed from the need to create a specific technology for art galleries and museums, including the adaptation of software. This technology was created especially for new features to interact with a database consisting not only of video and sound, but also of image media and text. The media must be produced from each art exhibition, developing a customized documentation on art works, artists and it’s contexts. The public interacts with digital platform devices for audio-visual presentation, exploring the database and building a route with contexts relating to the exhibition, enhancing the experience of their visitation. The VJEdu project has theoretical concepts derived the intermedia, especially the concepts of post-production of Nicolas Bourriaud, and post-history of Flusser. The project was tested in three galleries: the Fortress to Solitude in New York, Skol Centre in Montreal and La Photo in Porto Alegre. At each place a custom database was built and data was collected about the performances of the visitors. The results point to a promising of use of this software in art galeries, museums, in cultural and educational institutions, and in educational projects within shows as Art Biennales. The project was supported by funding agencies CAPES and CNPq in Brazil, and the University of Montreal in Canada.

This study examines the concept of authenticity as applied at Appomattox Court House National Historical Park (ACHNHP). Based on past theoretical research, a functional definition of authenticity is used in an effort to test whether or not visitors to the park come for reasons relating to authenticity. Further analyses are used to determine the relative importance of authenticity to other motivational reasons for visiting the park, and how the level of authenticity experienced at ACHNHP affects how respondents rate the importance and performance of many park setting attributes. Using motivation for authenticity and importance/performance variables as predictors, visitor knowledge, perceptions of crowding and conflict, and overall satisfaction are assessed. The results suggest that while authenticity is important for park visitors, experience outputs are difficult to forecast because of correlation among independent variables and homogeneity of park visitors. Recommendations are made for future researchers when examining the concept of authenticity.
Master of Science

Tourism in North Cyprus provides recreation opportunities for visitors and creates employment and income. Even though there has been a substantial growth in tourism during the last three years, there has been, if any, limited amount of research that has examined and evaluated the nature of tourism offerings as destination attributes and their associated marketing and management concerns with respect to satisfaction and performance levels of such attributes in North Cyprus. The objective of this study is to examine if there are travel behavior differences in the importance and performance levels of destination attributes by different age groups and origin (nationality) of visitors in North Cyprus. More specifically, the study examined the following two propositions: (1) perceived importance and performance of destination attributes will vary by origin of visitors, and (2) perceived importance and performance of destination attributes will vary by age of visitors. First, he study developed an instrument, which was then used to evaluate visitors' perceptions of preselected destination attributes associated with North Cyprus. By using this instrument, this study delineated the perceived level of importance of each destination attribute together with how well the destination provided and met such attributes and activities. Importance-Performance Analysis (lIP) is utilized for this study. This is an evaluative technique which involves four major steps. First is the development of an attribute list, second is to develop a questionnaire from these attributes, third is to ask the respondents to rate these attributes according to importance and satisfaction levels, and the final step is done by analyzing the results and displaying them on an action grid. The results revealed differences in the importance mean scores of destination attributes and their perceived performance among the three identified age groups. The findings of the study also indicated that ratings of destination attributes and activities show some variations by origin (nationality) of visitors. The study concludes with marketing and management implications as suggested by study findings.
Master of Science

Nature based visitor attractions desire to be a positive influence on the people who visit, whether they are day visitors, members or organised school groups. Much work has been done to evaluate learning in visitors with mixed results, and demonstrating actual change in behaviour as a result of any learning has only been possible in a few, narrowly focussed studies. Using a combination of GPS visitor tracking and surveys, never before tried on this scale in this type of attraction, variations in spatial behaviour were found with group type, with learning and with intention to change behaviour. Further public surveys, analysis of schoolchildren's drawings of animals, focus groups discussions and responses on Facebook were combined with the tracking analysis to give a unique insight into the influence of an attraction on visitor learning and behaviour change resulting from repeated contact. Conservation organisations and attractions strive to have a positive environmental impact, but operating a visitor attraction has negative environmental and social impacts, often in direct conflict with the aims of the organisation. The negative impacts could potentially, however, be alleviated, or compensated for, if enough visitors could be inspired to modify their behaviour in their lives away from the attraction. Visitors and schoolchildren to Marwell Zoo were confirmed to be learning during their visit, and visitors were open to calls to action to prevent biodiversity loss. A small proportion reported an intention to change behaviour following their visit, and some repeat visitors gave examples of behaviours they had already changed as a result of visiting Marwell Zoo. Recommendations are made to increase the proportion of visitors changing behaviour, and a mechanism is suggested to incorporate visitor behaviour change into overall environmental reporting.

My research acknowledges and explores the social interaction unfolding in the museum space by investigating the sociocultural ways through which museum visitors direct and enhance their personal and co-visitors’ meaning-making. My research analyses the visitors' performances and the sociocultural means used in the context of their joint encounters with seven exhibits across three case studies so as to explore the ways these performances and means were further mediated through the personal, physical, sociocultural and institutional context of each encounter. The three case studies selected were the Courtauld Gallery, the Wellcome Collection, the Horniman Museum and Gardens, all in London, UK. Audio and video-based research was conducted from March 2010 until August 2011. Conversation Analysis and Ethnomethodology led the analysis, highlighting the collaborative, sequential, and performative dynamics of meaning-making at the exhibit-face. Three patterns of performances have been identified: attracting an audience; telling and tagging and animating through “displaying doing”. “Attracting an audience” includes those performances used to attract someone’s attention and subsequently broaden a personal encounter with an exhibit by inviting others. “Telling and tagging” refers respectively to the pivotal performances of narrating and showing something to someone else. “Animating the exhibit through “displaying doing” refers those visitors’ embodied performances that bring aspects of the exhibits into life, aiming at seeing the exhibit in a more vivid and specific way. The analysis revealed two additional dynamics of performing in the museum concerning visitors’ sequence when encountering the exhibits: arriving at the exhibit second and, seeing through another person’s eyes. These categories reflect back to the performativity entailed in meaning-making in museums while highlighting the importance of using deixis, especially pointing gestures, for sharing content and context, directing and anchoring attention to an exhibit and for getting a conversation started in ways that language cannot alone do.

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OBJETIVO: Esta tese propõe – se a avaliar a influência de dois tipos de campanhas de e-mail nas vendas online, no contexto de um retalhista na área de moda. A plataforma online do retalhista engloba três conceitos diferentes: LA Woman, LA Kids e LA Loft. Deste modo, o estudo ambiciona entender recorrendo às ferramentas disponíveis, a resposta dos diferentes tipos de campanhas de email ao tráfico gerado e transações no website da marca. METODOLOGIA: Relativamente à abordagem de pesquisa, um estudo de caso foi o método selecionado com ajuda dos dados obtidos das duas plataformas: base de dados interno de email marketing e Google Analytics. Consequentemente, práticas de pesquisa descritiva e explicativa foram conduzidas de modo abordar as perguntas propostas no âmbito desta dissertação. RESULTADOS: As principais conclusões demonstram que campanhas de email de natureza informativa são mais bem-sucedidas atendendo as vendas, enquanto que as campanhas de email com reduções de preço associadas geram um maior número de tráfico no website. Esta primeira descoberta foi reconfirmada, visto que os utilizadores que regressam ao site veem sobretudo através de campanhas de email de origem informativa, que geram maior número de receitas e transações LIMITAÇÕES: A dissertação apresenta algumas limitações associadas à natureza da sua abordagem de pesquisa, bem como aos dados fornecidos pela marca. Desde modo, seria interessante para estudos futuros considerar – se a avaliação os resultados obtidos no ponto de vista de outras empresas do sector da moda, de forma a obter um cenário mais completo. APLICABILIDADE DO TRABALHO: Atendendo aos resultados desta dissertação, a empresa da área da moda, Lanidor, poderá adaptar a sua estratégia digital, de modo a estabelecer e obter uma maior aprovação da sua lista de subscritores. Adicionalmente, este estudo concede a oportunidade de adaptar o tipo de campanhas de email usadas, bem como, o seu conteúdo consoante os seus objetivos e a sua estratégia digital.
PURPOSE: The purpose of this study is to evaluate the impact of two type of email campaigns on e-commerce revenues, in the context of a fashion retailer. This retailer´s e-commerce platform englobes three concepts: LA Woman, LA Kids and LA Loft. Given these circumstances, the study aims to understand under the guidance of the disposable metrics, the response from the different email campaigns to traffic driven and sales conversion on the website. DESIGN/METHODOLOGY: A case study research approach was employed with the support of data obtained from two platforms: in-house email marketing database and Google Analytics. Furthermore, some descriptive and explanatory research was conducted to address the proposed research questions. FINDINGS: The key findings display that informative email campaigns are well succeeded concerning sales conversion, while price reduction email campaigns generate a higher amount of traffic into the website. Moreover, this was reconfirmed as returning visitors to the site come mainly through informative email campaigns generated higher revenues and transactions. RESEARCH LIMITATIONS: The study presented any limitations associated with the nature of the research approach and the organisation of the data provided by the company. Future research can evaluate the results from other companies’ scope and have a more complete overview. PRATICAL IMPLICATIONS: From these results, the fashion brand used to conduct this analysis, Lanidor, can adapt its digital strategy to better address and engage their mailing list. Besides it can adapt the type of email campaigns and content to the different aims beyond their digital marketing strategy.

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Made available in DSpace on 2018-08-27T17:46:14Z (GMT). No. of bitstreams: 1 FGV_EBAPE_Carlota_Kelly_final_version_dissertation_2018_.pdf: 4716025 bytes, checksum: 1169e49f54e77901ef15e05eea835461 (MD5) Previous issue date: 2018-06-22
OBJETIVO: Esta tese propõe – se a avaliar a influência de dois tipos de campanhas de e-mail nas vendas online, no contexto de um retalhista na área de moda. A plataforma online do retalhista engloba três conceitos diferentes: LA Woman, LA Kids e LA Loft. Deste modo, o estudo ambiciona entender recorrendo às ferramentas disponíveis, a resposta dos diferentes tipos de campanhas de email ao tráfico gerado e transações no website da marca. METODOLOGIA: Relativamente à abordagem de pesquisa, um estudo de caso foi o método selecionado com ajuda dos dados obtidos das duas plataformas: base de dados interno de email marketing e Google Analytics. Consequentemente, práticas de pesquisa descritiva e explicativa foram conduzidas de modo abordar as perguntas propostas no âmbito desta dissertação. RESULTADOS: As principais conclusões demonstram que campanhas de email de natureza informativa são mais bem-sucedidas atendendo as vendas, enquanto que as campanhas de email com reduções de preço associadas geram um maior número de tráfico no website. Esta primeira descoberta foi reconfirmada, visto que os utilizadores que regressam ao site veem sobretudo através de campanhas de email de origem informativa, que geram maior número de receitas e transações LIMITAÇÕES: A dissertação apresenta algumas limitações associadas à natureza da sua abordagem de pesquisa, bem como aos dados fornecidos pela marca. Desde modo, seria interessante para estudos futuros considerar – se a avaliação os resultados obtidos no ponto de vista de outras empresas do sector da moda, de forma a obter um cenário mais completo. APLICABILIDADE DO TRABALHO: Atendendo aos resultados desta dissertação, a empresa da área da moda, Lanidor, poderá adaptar a sua estratégia digital, de modo a estabelecer e obter uma maior aprovação da sua lista de subscritores. Adicionalmente, este estudo concede a oportunidade de adaptar o tipo de campanhas de email usadas, bem como, o seu conteúdo consoante os seus objetivos e a sua estratégia digital.
PURPOSE: The purpose of this study is to evaluate the impact of two type of email campaigns on e-commerce revenues, in the context of a fashion retailer. This retailer´s e-commerce platform englobes three concepts: LA Woman, LA Kids and LA Loft. Given these circumstances, the study aims to understand under the guidance of the disposable metrics, the response from the different email campaigns to traffic driven and sales conversion on the website. DESIGN/METHODOLOGY: A case study research approach was employed with the support of data obtained from two platforms: in-house email marketing database and Google Analytics. Furthermore, some descriptive and explanatory research was conducted to address the proposed research questions. FINDINGS: The key findings display that informative email campaigns are well succeeded concerning sales conversion, while price reduction email campaigns generate a higher amount of traffic into the website. Moreover, this was reconfirmed as returning visitors to the site come mainly through informative email campaigns generated higher revenues and transactions. RESEARCH LIMITATIONS: The study presented any limitations associated with the nature of the research approach and the organisation of the data provided by the company. Future research can evaluate the results from other companies’ scope and have a more complete overview. PRATICAL IMPLICATIONS: From these results, the fashion brand used to conduct this analysis, Lanidor, can adapt its digital strategy to better address and engage their mailing list. Besides it can adapt the type of email campaigns and content to the different aims beyond their digital marketing strategy.

The aim of this research was to provide a practical method for assessing visitor satisfaction at a local festival. It is crucial for festival management to monitor and evaluate visitor satisfaction in order to understand and identify the needs and perceptions of attendees, which in turn allows organizers to design and tailor the festival elements towards them, leading to higher visitor satisfaction, positive word-of-mouth advertising, and increased likelihood of repeat attendance (Lee, Lee and Choi, 2011; Lee & Beeler, 2009). The research objectives were to evaluate current levels of satisfaction of festival attendees, to determine what attributes are importance in determining satisfaction, and to analyze whether importance and performance of those attributes differs based on demographics and visit characteristics, with the aim of recommending policies to assist the festival in increasing overall visitor satisfaction. A questionnaire was distributed over four days, and three event locations resulting in the collection of 389 completed questionnaires. Respondents were asked to complete demographic and visit information as well as rate the importance and performance of eighteen festival attributes. ANOVA and independent t-tests were used in order to determine whether the importance and satisfaction of these attributes differed based on the demographics and visit characteristics. An Importance-performance analysis (IPA) was then used to assist event organizers in resource allocation while identifying critical performance attributes in order to improve visitor satisfaction. Findings reveal attributes associated with program content, convenience and food and beverage ranked higher in determining visitor satisfaction than the attributes associated with souvenir, transportation and information availability. Results also indicate statistically significant differences of the mean importance and mean performance scores of attributes based on gender, age, resident status, site and whether it was the respondents??? first time at the event. It was found that females place a higher importance on convenience attributes such as the cleanliness of restrooms, helpfulness of staff and feeling of safety, as compared to males. As well, repeat visitors placed a higher importance on program content attributes such as live entertainment, dance space and authentic culture, and also have a higher perception of performance for these attributes than first-time visitors. These findings result in direction for management in where to place future resources, as well as implications for promotional and advertising strategies.

碩士
國立臺北教育大學
資訊科學系碩士班
106
Based on the theory of social exchange, this study uses the Technology Acceptance Model (TAM) to explore the effect of small and medium-sized stores on the satisfaction of the "Cloud Marketing Data System" to increase the passengers' visit rate, and to provide small and medi-um-sized stores. The basis for sustainable development and future recommendations for im-proving cloud marketing data systems. The research method adopts a questionnaire survey, using small and medium-sized stores using cloud marketing data systems as the scope. After the survey, the statistical analysis is conducted. The results of the research show that the ease of use, trust, usefulness, and satisfac-tion are positively correlated with sustainability. Improvements can be made to effectively re-duce labor costs, and professional analysts can be used as consultants to obtain the willingness of small and medium-sized stores to use the system continuously.

Attractions are both an essential element of the tourism product, and an important catalyst for economic activity, particularly in regional locations. The ability of competing tourist destinations to differentiate their tourism product by emphasising the distinctive nature of attractions within their domain, is central to tourism marketing, and thereby to viable tourism industry. Ensuring their sustainable operation is an important priority. Like most organisations however, attractions are subject to a range of internal and external influences that impact on their ability to operate effectively. The ability to successfully respond to constant and pervasive change presents a significant challenge for this important sector of the tourism industry. Despite their importance however, the specific elements of change confronting the attraction sector, or the means by which they adapt to such shifts, are not well understood and this thesis seeks to help address this gap. Drawing on the perceptions and opinions of key stakeholders in two regional heritage visitor attractions, the research seeks to identify structural and strategic responses to change. Aggregation of the data points to significant commonality between the two case studies, in terms of perceived success factors and impediments to the process of adaption.

碩士
大葉大學
管理學院碩士在職專班
107
This research adopts the numbers of visitor arrivals and tourist arrivals issued by the Directorate General of Budget, Accounting and Statistics of Executive Yuan, Taiwan, and the stock prices and rates of return of Holiday Garden Hotel, AMBASSADOR Hotel, LEOFOO HOTEL, First Hotel, and Regent Hotel from PCHOME website from January 2008 to December 2018. With vector autoregression model, we find that the optimal lag length is three periods. The numbers of visitor arrivals and tourist arrivals positively lead the rate of return on LEOFOO HOTEL’s stock by 2-3 months whereas LEOFOO HOTEL’s rate of return has no significant effect on visitor arrivals and tourist arrivals in Taiwan. Thus, the growing numbers of visitors and tourists would be beneficial to LEOFOO HOTEL’s rate of return in the next 2-3 months.

碩士
中華大學
旅遊與休閒學系
107
Many countries in the world are considering tourism as an important sector in their economy. A rapid growth of Muslim population, in consequence increasing the number of Muslim travelers with their high contribution to global tourism revenue, has made Muslims becoming a potential group of customers to the tourism market. Achieving tourist satisfaction could be very challenging for Non-Islamic Countries, especially Taiwan. On behalf to attract the Muslim travelers, Taiwan is eager to offer the Muslim friendly environment since Muslim traveler has some basic and specific needs that should comply with their belief and this phenomenon called Muslim travel or Halal tourism. Two research methodologies with the same attributes were conducted in this study. Importance Performance Analysis to investigate which hotel attributes satisfy Muslim visitors and to identify their expectations and satisfaction with these attributes, and the second survey developed for applying Decision Making Trial and Evaluation Laboratory (DEMATEL) was issued to the experts from hotel management and academics side by evaluating the importance of the attributes and constructing the causal relations among the attributes. The results reported will enable hotels to better manage their facilities for Muslim visitors to ensure the sustainability of business performance.

碩士
高苑科技大學
經營管理研究所
98
Abstract Along with the rapid change of theme park facilities, numerous enterprisers have gradually begun to emphasize on market and management effort to overcome the problem of low visit on weekdays. Although facilities of every domestic them park are similar, Bada elf paradise effectively applies elf images as themes and provides visitors diversified experiences of five senses which successfully create a characteristic different from competitors and further increase customer satisfaction. In addition, knowing the geographic information and characteristics of various guests aids to understand the actual perception of visitors which further enhance their revisit intentions. Therefore, this research chooses Bada elf paradise as an example for investigations on customer satisfaction and their revisit intentions. In the case of Bada elf paradise, this research utilizes Important-Performance Analysis (IPA) to investigate revisit intentions of visitors towards theme parks. Moreover, items required improvements and factors that influence customer revisit intentions are analyzed. For data collection, questionnaire survey is conducted through convenient sampling from visitors to Bada elf paradise and a total of 388 valid questionnaires are retrieved. Applying descriptive analysis, data collected in this research is analyzed through frequency distribution, percent distribution, means, and standard deviations to present distributions of geographic information, visitor characteristics, expectation, satisfaction, and revisit intention. In addition, IPA is utilized to analyze results of expectation and actual perceived satisfaction to evaluate customer preferences towards Bada elf paradise. In other words, attribute performances are assessed to investigate the operating performance of management. Furthermore, the influence of customer satisfaction factor towards revisit intention is testified through Structure Equation Models (SEM). According to the result, the theoretical model of this research has achieved an acceptable model fit, indicating the research model is supported. From the research findings, the major reasons of customer revisit are for mood relaxation and preference of children. On the contrary, the unwillingness to revisit is mainly owing to a lack of time. In addition to the statement with a high mean which is “After visiting Bada elf paradise, I would like to come again”, the second highest statement “I would like to revisit Bada elf paradise for diversified presentations” and the third “I would recommend my relatives to visit Bada elf paradise the next time to experience elf divination” are rated closely to “agree”. As a result, most visitors recognize Bada elf paradise positively. Applying IPA on customer expectations and actual perceptions analysis, two items required improvements are “signs for directions are clear” and “arrangements of guided tours are perfect”. Satisfactions on theme presentation and facilities of Bada elf paradise have significant relationships with revisit intentions. Since relationships among aspects are proved, this particular research is supported. Consequently, the satisfaction on theme presentation requires emphasis for the increase of customer revisit intentions. Keywords：Bada elf paradise, satisfaction, service quality, revisit intention

碩士
銘傳大學
觀光事業學系碩士在職專班
101
Most Taiwanese have dirty, old, stench stereotypes of fishing port in the past. After projecting on Multifunctional Development of Fishing Port, many fishing ports become tourism and recreational resorts. The tourism and recreational infrastructure project invested in by the government or fisherman''s Association were very productive at early stage; however, the following manager defects achieve little of fishing port transformation. The seemingly inept managements result in a limit to fishing port transformation. Therefore, to find out how to utilize the limited resources and provide the excellent customer service to be worth revisiting is critical to the management of tourism fishing ports. In this study, methods a questionnaire survey on satisfaction index and service quality was conducted among tourists to Tamshui Fisherman’s Wharf by factor analysis, correlation analysis and IPA analysis to evaluate service quality and visitor''s satisfaction of Tamshui Fisherman''s Wharf. The aim is to make concrete proposals to the management of Tamshui Fisherman’s Wharf in order to improve service quality and provide multiple choices for tourists. Research has found the target customers of Tamshui Fisherman Wharf are young people. Although the overall satisfactory level of most tourists is high, planning and maintaining software and hardware facilities for tourists are still insufficient. For comprehensively improving service quality of Tamshui Fisherman’s Wharf, it is found that we should not only focus on young people but also other customers, enhancing planning and making strategy to contribute overall development. Object to analysis the 6 service item lists in the second quadrant of IPA. This effort intends to improve tourist satisfactory and making suggestions for the management unit of the Tamshui Fisherman’s Wharf, outsourcing vendors. In this study, it is recommended study on the comparison between foreign and domestic tourism fishing ports, and further study for the strategy of the management of Tamshui Fisherman’s Wharf, motivation, attitude, experience and other psychological factors of the tourists to meet the need of the tourists.

The live music performance industry is growing tremendously in South Africa, with more and more international artists performing on our shores year after year. Competition is growing and various companies are beginning to identify this as a business opportunity to make money. However, managing live music performances is a complex task which involves managing various aspects (critical success factors) of the event in order to ensure that it is a success. Apart from this, visitors attend these performances hoping that their expectations will be exceeded and the performance is something which can be treasured and is worth remembering once everything is over. This is referred to as a memorable experience. In order to ensure a memorable visitor experience, it is essential for managers to be aware of what the visitors regard as important critical success factors. These are aspects that management can control and improve. Thus, the critical success factors should be implemented effectively in order to ensure that the event is memorable for visitors attending the live music performance. While various critical success factors are familiar to event organisers, they differ from event to event. Thus, the critical success factors of one event cannot be implemented at another with the same expectation of success. This is due to the heterogeneous groups of people who attend these events and who cannot be regarded as being the same, as each individual will have different expectations of the same event. Therefore, it is also important for the managers of live music performances to determine how the visitors to the different genre events regard the various critical success factors that are vital for a memorable experience. This is significant, as various music genres attract different attendees who each have their own expectations of a music genre and which may differ from those of visitors to other music genres. For example, the expectations for a memorable experience of individuals attending a classical live music performance will differ from individuals attending a rock or pop live music performance. In addition, it is also important for management to compare those critical success factors identified by the visitors to their own ideas of what is important for a successful event in order to identify any shortcomings. Thus, it was expedient to seek answers to the questions of what visitors to live music performances regard as important critical success factors as well as what the managers consider to be important for a memorable experience. Therefore, the purpose of this study was to determine the critical success factors for managing a memorable visitor experience at live music performances from both the demand and supply sides. The said factors were subsequently compared in order to establish whether any shortcomings exist. This thesis comprises three articles. Firstly, the research was conducted from a demand (visitors) side. Thus, the aim of Chapter 3 was to determine what attendees at live music performances regard as being critical success factors for different music genres so as to enhance memorable visitor experiences. Surveys were conducted at various genres of live music performances which included classical music (Il Divo), R&B (Usher), rock (Sting), blues (Michael Buble), pop (Roxette) and Afrikaans music (Steve Hofmeyr). A total of 4 110 questionnaires were administered and a general profile of the visitors in terms of the different genres was compiled. A factor analysis was subsequently performed in order to determine the critical success factors for all six genres. Thereafter, an Analysis of variance (ANOVA) was applied in order to compare the critical success factors of the various genres with one another. The results indicated significant statistical differences amongst the different music genres with regard to that which the visitors to the different live music performances regard as being important for a memorable visitor experience. Secondly, the research was conducted from a supply (managers) side and the objective of Chapter 4 was to determine what the managers consider to be important critical success factors in ensuring a memorable visitor experience at a live music performance. A qualitative research method, by means of interviews, was used to obtain the relevant information from the selected participants. All the data collected in the process were transcribed into text and presented in a narrative form. The six step method formulated by Cresswell (2009:185-189) for data analysis and interpretation was used to analyse the data. Four major themes emerged from the analysis where each theme was differentiated in terms of various categories and subcategories. This process contributed greatly towards gaining detailed information regarding the main purpose of organising a live music performance; identifying the aspects that managers consider to be important when organising a live music performance and those aspects that are important in pre-, during- and post-event planning phases as well as how managers define a memorable experience. Lastly, in Chapter 5 a comparison was performed between the demand and supply sides of live music performances in order to establish whether any differences exist amongst the aspects that management consider to be important compared to the critical success factors that the visitors regard as being important to achieve a memorable visitor experience. Both qualitative (supply side) and quantitative (demand side) research methods were implemented in this research. The results of the critical success factors drawn from the first and second articles were used to conduct this research. The results of both the demand and supply sides were subsequently compared with one another where significant differences had been identified. This was the first time that research was conducted from both the demand and supply sides within the live music performance environment. The results of this research contribute greatly to literature and to the music industry. In addition, this was also the first time that both a qualitative and a quantitative research method were applied in research conducted at live music performances and which were subsequently compared with one another. Determining the differences between the critical success factors identified contributes towards event specific education and information for current as well as future live music performance managers. Therefore, results of this research can be employed to educate and inform current and future managers in the live music performance industry regarding important aspects relating to the enhancement of the important critical success factors that contribute to a memorable experience when individuals attend a live music performance.
PhD (Tourism Management), North-West University, Potchefstroom Campus, 2014