摘要：South Africa has experienced significant growth in the number and size of festivals and events. There is a crowded calendar of festivals and events, and new ones keep being added. Little research has been done on what makes a festival successful and sustainable as a tourism attraction in the crowded festival market in South Africa. This article aims to compare three different arts festival scenarios and their attributes with one another to determine the most successful arts festival presentation as a tourism attraction. The three main arts festivals - in Potchefstroom, Grahamstown and Oudtshoorn - were studied. Screening questions, followed by judgemental and quota sampling, were used to select only like-minded respondents from among festival attendees on a scenario basis. Data were collected by means of personal interviews and analysed using conjoint analysis and game theory. Game theory studies decision-making in situations of semi-competition. Five different attributes, namely 'festival brands', 'ticket prices', 'entertainment activities', 'food and beverages' and 'transport to venues', were developed to describe arts festivals. Conjoint analysis was used in a linear regression model with individual ratings for each festival product. The average of the r-squares in this study was 0.83, indicating a good fit between the data and the model developed. These results were used in the game theory, comparing the three arts festival scenarios to identify the most successful tourism attraction. A different combination of attributes gave each of the three festival scenarios an optimum position in its own niche market.
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