| Summary: | The rapid growth of arts festivals has led to increased competition resulting in festivals competing for
visitors' money and leisure time. The aim of this article is to determine the importance of motivational
push and/or pull factors of festival goers with regard to two national arts festivals in South Africa. Not only
were the relevance and importance of push and pull factors identified, their differences for various sociodemographic
subgroups were also discussed. A questionnaire was used to collect data. It was evident
that visitors are more pulled by festival attributes, activities and productions than pushed to festivals. This
finding highlights the importance of effective festival programme planning and showcasing the unique
experiences to be found at the festival. It was also found that age, number of days spent at the festival,
festival loyalty and number of tickets purchased exerted an influence on the importance of push and pull
factors. This information could ensure that the most appropriate marketing messages are communicated
to visitors and that these festivals are sustained.
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