Understanding Audience Diversity at a Regional Cultural Festival In South Africa: A Multi-Segmentation Approach

This exploratory quantitative study applies a multidimensional segmentation approach to examine audience diversity at a regional cultural festival in South Africa. Grounded in cultural capital theory, the push–pull motivation framework, and symbolic consumption, the study segments festivalgoers based on motivations, satisfaction, perceived contributions, and loyalty. Two distinct segments, Engaged cultural enthusiasts and Casual festivalgoers, are identified. While segmentation in festival studies is well established, this research contributes by contextualizing audience engagement within a multicultural society, where festivals intersect with identity construction, cultural expression, and socio-economic development. It addresses a gap in the segmentation literature by incorporating socio-psychological and symbolic dimensions often overlooked in developing contexts. The findings offer practical insights for festival organizers, marketers, and policymakers seeking to design inclusive and resonant cultural experiences. The proposed framework is transferable to other culturally diverse or transitional settings where festivals function as vehicles for cultural revitalization, social cohesion, and regional competitiveness.