Original Research

Are you willing to pay more for the arts?

Martinette Kruger, Melville Saayman
Journal of Economic and Financial Sciences | Vol 9, No 2 | a48 | DOI: https://doi.org/10.4102/jef.v9i2.48 | © 2017 Martinette Kruger, Melville Saayman | This work is licensed under CC Attribution 4.0
Submitted: 18 December 2017 | Published: 11 August 2016

About the author(s)

Martinette Kruger, Tourism Research in Economic Environs and Society, North-West University, South Africa
Melville Saayman, Tourism Research in Economic Environs and Society, North-West University, South Africa

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Abstract

This study determines festival attendees’ Willingness To Pay to support an increase, or prevent a decline, in arts performances and exhibitions. It uses the contingent valuation method to produce a profile of attendees, showing how much, if anything, they are willing to pay per month over and above their current taxes, and their reasons for being willing or unwilling to pay extra. Apart from Snowball (2005), no studies to date have examined Willingness To Pay to support the arts in a developing country like South Africa. This study of the Aardklop festival shows how Willingness To Pay for the arts appears to have changed in South Africa over the past decade and it appears that arts patrons are less willing to pay than a decade ago. It suggests strategies for sustaining the arts in South Africa and will help events managers to identify the attendees who are willing to pay more.

Keywords

Willingness To Pay; contingent valuation method; Heckman procedure; Aardklop; arts festival; South Africa

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