In South Africa, the popularity and rapid expansion of festivals are resulting in festivals competing for revenue and visitors’ leisure time. Many Afrikaans arts festivals in SA are experiencing declines in ticket sales and/or visitor numbers, thereby threatening the sustainability of this attendee market. However, another concern is the ageing of this attendee market. Festival organizers/marketers should therefore not only have a good understanding of the needs and preferences of their attendee market; but they should also ensure that their future markets (namely younger generations) are secured. It is evident that exposing children to the arts increases their love for and likelihood to support the arts in adulthood. It is therefore vital to ensure that the key factors contributing to children's theatre ticket purchases at South African Afrikaans arts festivals are determined. Although children's theatre is incorporated into these festivals’ programmes, attendance is often poor. The aim of this study is therefore to determine the key factors that contribute to children's theatre ticket purchases at Afrikaans arts festivals in South Africa. Self-administered questionnaires were distributed at the Klein Karoo National Arts Festival (KKNK), Vryfees National Arts Festival, and the Aardklop National Arts Festival among the parents attending children's theatre productions with their child/ren. The research is exploratory in nature, whereby an exploratory factor analysis was conducted on the aspects contributing to the purchasing of these tickets, followed by ANOVAs for more in-depth analysis of the factors. Five factors, namely Parent–Child Activity, Production Credentials, Supporting the Arts, Value and Marketing and Media were identified. The results will help festival organizers develop strategies to attract more children and increase children's theatre ticket sales at arts festivals; thereby better securing this future market and ultimately the sustainability of arts festivals in South Africa.

中文翻译：

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确定南非南非荷兰语艺术节儿童剧院门票购买的关键因素

在南非，节日的流行和快速扩张导致节日争夺收入和游客的休闲时间。南非的许多南非荷兰语艺术节的门票销售和/或游客人数都在下降，从而威胁到这个参与者市场的可持续性。然而，另一个问题是这个与会者市场的老化。因此，节日组织者/营销人员不仅应该很好地了解参与者市场的需求和偏好；但他们也应该确保他们未来的市场（即年轻一代）是安全的。很明显，让孩子接触艺术会增加他们成年后对艺术的热爱和支持艺术的可能性。因此，至关重要的是确保影响儿童发展的关键因素 确定在南非南非荷兰语艺术节上购买的剧院门票。虽然儿童戏剧被纳入这些节日的节目中，但出席率往往很低。因此，本研究的目的是确定影响南非南非荷兰语艺术节儿童剧院门票购买的关键因素。在 Klein Karoo 国家艺术节 (KKNK)、Vryfees 国家艺术节和 Aardklop 国家艺术节上，向与孩子一起观看儿童戏剧作品的父母分发了自填式问卷。该研究本质上是探索性的，对这些门票的购买因素进行了探索性因素分析，然后进行了方差分析，对这些因素进行了更深入的分析。五个因素，即确定了亲子活动、制作证书、支持艺术、价值和营销以及媒体。研究结果将帮助节日组织者制定吸引更多儿童的策略，并增加艺术节儿童剧院的门票销售；从而更好地确保这个未来市场并最终确保南非艺术节的可持续性。