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The current research attempt to understand the attributes that make Marula festival to grow and how it benefits the local economy. The research is based on three samples; Phalaborwa municipality officials, local residents and accommodation establishments. Firstly, this paper explores different types of attributes that contribute to the growth of the festival. Secondly, this research examines the marketing strategies used in different successful festivals worldwide comparatively to the Marula festival’s growth. Furthermore, the research shows how the growth of festival can have impacts on the local economy and entrepreneurial opportunities. All these are examined through secondary data (literature review) and primary data to strengthen the conclusion of this research. |
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