Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Factors influencing patronage of traditional festivals in Sub-Saharan Africa

Factors influencing patronage of traditional festivals in Sub-Saharan Africa PurposeFestivals in many regions of the world are sources of attraction to tourists. Festivals have become of great significance to many people especially in areas where tradition, norms and values of the society are still being upheld of which Yoruba land in Nigeria is not an exception. Therefore, the purpose of this paper is to examine the patronage and factors influencing patronage of Olojo and Ojude Oba festival, in Southwestern Nigeria.Design/methodology/approachPurposive sampling technique was used to select Ojude Oba and Olojo festivals based on popularity among other identified festivals in the study areas. Convenience sampling technique was employed to select 210 and 114 Patrons from Ojude Oba and Olojo festivals, respectively. Preliminary survey showed that there were 4,294 and 3,124 buildings around the venues of the festivals in Ijebu-Ode and Ile-Ife, respectively. Therefore, systematic sampling technique was employed to select one out of every 40th buildings (2.5 per cent) where a household head will be sampled for questionnaire administration. Consequently, 107 and 78 household heads were sampled, respectively, from Ijebu-ode and Ile-Ife. This gave a total of 324 patrons and 185 residents for the study.FindingsFindings established that the factors influencing patronage of cultural festival comprises festival anxiety, promotion of community cultural heritage, socio-cultural development, infrastructural development, improved town liveability, ethno-cultural unity, entertainment, income generation and public enlightenment factors accounting for 14.78, 13.20, 10.44, 6.20, 5.68, 5.59, 5.00, 4.93 and 4.88 per cent variations of the total factors that influenced patronage of Olojo and Ojude Oba festival.Originality/valueThe implication of the findings is that patrons attended the festival and events for leisure purpose, whereas the aspiration, promotion of community cultural heritage, socio-cultural development, infrastructural development, improved town liveability, ethno-cultural unity, entertainment, income generation and public enlightenment are the underlining factors of motivation to purchase and repurchase the festival. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Tourism Cities Emerald Publishing

Factors influencing patronage of traditional festivals in Sub-Saharan Africa

Download PDF
19 pages

Loading next page...
 
/lp/emerald-publishing/factors-influencing-patronage-of-traditional-festivals-in-sub-saharan-Ez2hAsb9St
Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
2056-5607
DOI
10.1108/IJTC-07-2017-0038
Publisher site
See Article on Publisher Site

Abstract

PurposeFestivals in many regions of the world are sources of attraction to tourists. Festivals have become of great significance to many people especially in areas where tradition, norms and values of the society are still being upheld of which Yoruba land in Nigeria is not an exception. Therefore, the purpose of this paper is to examine the patronage and factors influencing patronage of Olojo and Ojude Oba festival, in Southwestern Nigeria.Design/methodology/approachPurposive sampling technique was used to select Ojude Oba and Olojo festivals based on popularity among other identified festivals in the study areas. Convenience sampling technique was employed to select 210 and 114 Patrons from Ojude Oba and Olojo festivals, respectively. Preliminary survey showed that there were 4,294 and 3,124 buildings around the venues of the festivals in Ijebu-Ode and Ile-Ife, respectively. Therefore, systematic sampling technique was employed to select one out of every 40th buildings (2.5 per cent) where a household head will be sampled for questionnaire administration. Consequently, 107 and 78 household heads were sampled, respectively, from Ijebu-ode and Ile-Ife. This gave a total of 324 patrons and 185 residents for the study.FindingsFindings established that the factors influencing patronage of cultural festival comprises festival anxiety, promotion of community cultural heritage, socio-cultural development, infrastructural development, improved town liveability, ethno-cultural unity, entertainment, income generation and public enlightenment factors accounting for 14.78, 13.20, 10.44, 6.20, 5.68, 5.59, 5.00, 4.93 and 4.88 per cent variations of the total factors that influenced patronage of Olojo and Ojude Oba festival.Originality/valueThe implication of the findings is that patrons attended the festival and events for leisure purpose, whereas the aspiration, promotion of community cultural heritage, socio-cultural development, infrastructural development, improved town liveability, ethno-cultural unity, entertainment, income generation and public enlightenment are the underlining factors of motivation to purchase and repurchase the festival.

Journal

International Journal of Tourism Cities – Emerald Publishing

Published: Dec 4, 2017

References

  • Multivariate of health care service utilization factors in ife region, Nigeria
  • Physical planning implication of eyo festival in lagos island, Nigeria
  • Events and place making
  • Tourism as a mixed industry: differences between private, public and not-for-profit festivals
  • Commensurability and sustainability: triple impact assessments of a tourism event
  • Festival tourism in the United Arab Emirates: first-fix visitors versus repeat visitor perception
  • Residents’ perception research on the social impacts of tourism
  • Residents’ perception on tourism impacts
  • Servicescape: the impact of physical surrounding on customers and employees
  • The predictive validity of alternative approaches to evaluating quality of a festival
  • Residents’ perception of festivals-a case study of Lodz
  • The role of motivation in visitor satisfaction: empirical evidence in rural tourism