Determining consumers’ benefits for attending carnival event in South Africa
Makgopa, Sipho · Muresherwa, Gift
International Journal of Business Ecosystem & Strategy · 2025 · Vol. / Issue · 62-73
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Abstract
This study aimed to determine consumers’ benefits for attending a carnival event in South Africa. Social exchange theory was adopted as theoretical lens in the study. Quantitative research method was adopted to address the research aim and the primary data was analysed through descriptive data analysis method with the aid of SPSS version 30. The results of the study provides insights by revealing how consumers perceive the socio-cultural benefits of carnival events. Carnival events provide opportunities for tourism, increase entertainment opportunities, increase destination visibility, offer opportunities to meet new people and showcase the diverse communities. This study provides valuable insights for event organisers and practitioners, emphasising the importance of socio-cultural impacts in planning culturally sustainable festivals. The study aligns with the theme of social inclusivity and cultural sustainability in festivals.
Keywords: {'name': 'Cape Town Carnival; Festival Consumers; Cultural sustainability; Event attendees; Event management'}
Authors & affiliations
Makgopa, Sipho
Affiliation not supplied
Muresherwa, Gift
Affiliation not supplied
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