| Summary: | Events have long played an important role in human society (Shone & Parry, 2010: 3). The toils and efforts of daily
lives have often been broken up by events of all kinds as humans seek an escape from the harsh reality of existence
and events provide the outlet. Events are classified into four categories according to Shone and Parry (2010: 5)
namely leisure (sport, recreation), personal (weddings, birthdays), cultural (art, folklore) and organizational (politics,
commercial). Successful events either match or exceed visitor motives and goals. It is critical that data be collected
from visitors to determine their motives and goals in order to satisfy them and thereby encouraging repeat visits.
One such event is the annual air show held at the Zwartkop Air Force Base (AFB) in Pretoria, South Africa. Zwartkop
AFB is also home to the South African Air Force (SAAF) museum that also the hosts of the air show. Much of the
museum‟s funds are generated through hosting the air show and sponsor contributions. Visitor goal satisfaction
should therefore be of critically importance to the program planners. Military hardware has long held a fascination for
those who used them and inspired the imagination of young and old. Such hardware often serves as a remembrance
of times passed and as a testament to those who perished. For many visiting museums and air shows, curiosity
plays a big role. The particular focus of this article will be on how the goal theory of leisure travel can be utilized by
the air show organizers to enhance visitor experience to an air show.
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