THE ECONOMICS OF GREENING THE SOUTH AFRICAN NATIONAL ARTS FESTIVAL

The paper analyzes the broad history underpinning the concept of sustainable development and its context within the events industry and specifically with regards to the South African National Arts Festival. A pilot contingent valuation study conducted at the 2010 National Arts Festival determined that the average visitor was willing to pay an extra ZAR 2.30 (approximately US$ 0.30) per ticket for a recycling programme to be established to process the waste generated by the event. While the paper concluded that the theoretical basis of the study was sound, a larger sample size would have been preferred so as to enhance the model‘s predictive power