Abstract:
Events offer destinations the opportunity to showcase unique local resources and despite the challenges posed to
this niche market, it can serve as part of post-COVID-19 recovery. Music events present experiences centred
around unique local culture and serve the trend toward growth in domestic tourism. However, there is a dearth of
literature on music event tourism from the Continent despite Africa being known for its rich cultures and
popularity of music. Although a globally popular musical style, choir events are also underrepresented in the
literature. This article describes local spectator segments of the World Choir Games held in South Africa, a first
for the African continent, to identify the factors that drive positive perceptions of the host as a music event tourism
destination. Data was collected from 350 spectators and segmentation carried out using cluster analysis. Results
indicated two groups of spectators: Avid Exploring Supporters and Experienced Particular Supporters. Though
the groups differ in motivations and experiences, both can contribute to sustaining this niche
