Table 7. Cross-tabulation results on...

Table 7.

Cross-tabulation results on segment characteristics

Socio-demographic and behavioural characteristics	Variables	1	2	3	4	Chi-square	df	Phi-value	Sig. level
Socio-demographic and behavioural characteristics	Variables	42	30	32	40	Chi-square	df	Phi-value	Sig. level
Gender	Male	36%	20%	31%	46%	5.326	3	0.193**	0.149
	Female	64%	80%	69%	54%
	Non-binary	0%	0%	0%	0%
Home language	Afrikaans	61%	76%	66%	60%	4.508	6	0.178**	0.608
	English	34%	21%	34%	33%
	Other	5%	3%	0%	8%
Province of residence	Western Cape	85%	83%	91%	85%	0.863	3	0.078	0.834
Province of residence	Other	15%	17%	9%	15%
Level of education	No formal education	0%	3%	6%	5%	8.242	9	0.242**	0.510
	High school certificate	32%	31%	19%	15%
	Undergraduate qualification	32%	17%	31%	36%
	Postgraduate qualification	37%	48%	44%	44%
Type of accommodation during the festival	N/A, local resident	29%	14%	29%	21%	18.416	15	0.364***	0.241
	N/A, day visitor	15%	7%	10%	5%
	Guesthouse/bed and breakfast	15%	10%	23%	21%
	Short-term rental/holiday home	34%	38%	19%	42%
	Staying with family/friends	2%	24%	13%	11%
	Other	5%	7%	6%	0%
Main reason if a trip was planned to the West Coast	I specifically planned the visit around the Blomme and Bubbles festival	69%	80%	69%	75%	1.450	3	0.100**	0.694
	It was an unplanned visit to attend the Blomme and Bubbles festival	5%	3%	9%	0%	4.002	3	0.167**	0.261
	To visit family and friends	7%	10%	13%	13%	0.823	3	0.076	0.844
	For holiday purposes	10%	13%	6%	10%	0.891	3	0.079	0.828
	To see the wildflowers	19%	7%	6%	8%	4.765	3	0.182**	0.190
Type of ticket purchased	Day pass	37%	21%	28%	30%	2.126	3	0.125**	0.547
Type of ticket purchased	Weekend pass	63%	79%	72%	70%

Socio-demographic and behavioural characteristics	Variables	1	2	3	4	Chi-square	df	Phi-value	Sig. level
Socio-demographic and behavioural characteristics	Variables	42	30	32	40	Chi-square	df	Phi-value	Sig. level
Gender	Male	36%	20%	31%	46%	5.326	3	0.193**	0.149
	Female	64%	80%	69%	54%
	Non-binary	0%	0%	0%	0%
Home language	Afrikaans	61%	76%	66%	60%	4.508	6	0.178**	0.608
	English	34%	21%	34%	33%
	Other	5%	3%	0%	8%
Province of residence	Western Cape	85%	83%	91%	85%	0.863	3	0.078	0.834
Province of residence	Other	15%	17%	9%	15%
Level of education	No formal education	0%	3%	6%	5%	8.242	9	0.242**	0.510
	High school certificate	32%	31%	19%	15%
	Undergraduate qualification	32%	17%	31%	36%
	Postgraduate qualification	37%	48%	44%	44%
Type of accommodation during the festival	N/A, local resident	29%	14%	29%	21%	18.416	15	0.364***	0.241
	N/A, day visitor	15%	7%	10%	5%
	Guesthouse/bed and breakfast	15%	10%	23%	21%
	Short-term rental/holiday home	34%	38%	19%	42%
	Staying with family/friends	2%	24%	13%	11%
	Other	5%	7%	6%	0%
Main reason if a trip was planned to the West Coast	I specifically planned the visit around the Blomme and Bubbles festival	69%	80%	69%	75%	1.450	3	0.100**	0.694
	It was an unplanned visit to attend the Blomme and Bubbles festival	5%	3%	9%	0%	4.002	3	0.167**	0.261
	To visit family and friends	7%	10%	13%	13%	0.823	3	0.076	0.844
	For holiday purposes	10%	13%	6%	10%	0.891	3	0.079	0.828
	To see the wildflowers	19%	7%	6%	8%	4.765	3	0.182**	0.190
Type of ticket purchased	Day pass	37%	21%	28%	30%	2.126	3	0.125**	0.547
Type of ticket purchased	Weekend pass	63%	79%	72%	70%

Note(s):

Statistically significant difference: *p ≤ 0.05; Phi value: **small effect = 0.1; ***medium effect = 0.3 and ****large effect= 0.5

Source(s): Authors’ own work

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