PUBLIC PRESENTATION OF THE

RESEARCH REPORT ON THE SOCIO-

ECONOMIC IMPACTS OF 2008 CALABAR
CARNIVAL FESTIVAL

PRESENTED
BY
BASSEY B. ESU (Ph.d)
COORDINATOR
SUSTAINABLE TOURISM INITIATIVE, NO. 44
MARIAN ROAD, CALABAR,
NIGERIA.Sutinigeria@Yahoo.Com,08034740556

AT

THE CONFERENCE HALL OF THE NATIONAL

MUSEUM ON THE 28TH JULY, 2009

PUBLIC PRESENTATION OF THE RESEARCH

REPORT ON THE SOCIO-ECONOMIC IMPACTS
OF 2008 CALABAR CARNIVAL FESTIVAL
1
 PRESENTED
BY
BASSEY B. ESU (Ph.D)
COORDINATOR
SUSTAINABLE TOURISM INITIATIVE
No. 44 MARIAN ROAD, CALABAR, NIGERIA,
sutinigeria@yahoo.com, 08034740556

RESEARCH TEAM MEMBERS:

MRS Vivian Mbaze-Ebock Arrey ( Ph.D Tourism
Student, South Africa)
Mr. Michael Akpang ( B, A; PGDM)
Mr. Christopher Ebri ( Tourism Journalist)
Mr. Martin Akeh ( Scientist, Ph.D Student, Unical)

EXECUTIVE SUMMARY

1
Sustainable Tourism Initiative (SUTI) as part of its community service carried out a survey to

investigate the socio-economic impact of the Calabar Carnival 2008. Data on the economic

component were generated by the primary source. A semi-structured questionnaire called the

Event Evaluation Kit (EEK) was used. EEK is a simplified “Do It Yourself Kit” for measuring

the direct visitors’ expenditure generated by an event. A convenience sample of 464 attendees

was used for the survey. The study investigated the market characteristics of the carnival, as well

as the social, environmental and economic impacts of the carnival.

The results revealed the following:

(a) Demographic characteristics of attendees

• The proportion of non-resident visitors (day trippers and overnighters) in the sample was

significant (54.7%). Locals were 45.3% of the sample.

• Majority of the festival attendees were Nigerians (96.1%). Foreign attendees were only

3.9%. This was lower than the figure in 2007 festival. The proportion of foreigners in the

2007 festival was 14%.

• Out of the 18 foreign attendees, 7 were Europeans and 5 were Asians, 3 were North

Americans. There were more Europeans and Asians in the sample.

• Analysis of Nigerian attendees showed that fifty per cent (50.6%) were from Cross River

State; followed by Akwa Ibom State (12.3%) and Rivers State (6%). The attendees from

other neighbouring states; Ebonyi and Benue were 0.6% each. The lesson is that about

half of the attendees from Nigeria in the sample were not from Cross River State.

• There were more males than females in the sample.

• The Festival attendees were educationally enlightened. Majority of the attendees possess

college education and above.

2
 • Attendees fell under all income classes. The have nots and the haves.

• The event attendees belong to different employment status. However, students,

professionals and public servants were in the majority.

(b) Behavioural and trip characteristics

• Attendees went to event place in groups of two, three and four. The composition of group

membership consisted of friends, families and business associates

• The primary reason for visiting the destination was to participate in the Calabar Carnival.

• The dominate transportation mode used by attendees to the event place was motor bikes

and private vehicles.

• The data showed that 50% of the overnight visitors stayed in hotels, while 37% with

friends and relations.

• The average amount per room of accommodation in Calabar was N2,740

• The average number of persons per group staying per room was two

• Most of the attendees spent above 4 days in the destination

• The attendees in the sample spent a total of 662 nights in the destination during the

festival

• The dominate sources of information about the event are television and word of mouth

advertising

(c) Service Quality perception and satisfaction with event

• The service quality of carnival attributes were rated a little above average for all the

attributes. Facilities had the lowest mean score. Mean score were lower for organization,

promotion, friendly locals, safety/crime when compared to the 2007 edition.

1
• The Calabar Carnival was rated as more spectacular than other Carnivals /festivals in

Nigeria that attendees had participated in. However, majority of attendees were

undecided.

• Attendees overall satisfaction with event was very high

• Attendees with previous experience of event were 50.70%

• Attendees who expressed intention to revisit event/destination in the 2009 Calabar

Carnival were 84.4%.

(d) Environmental Impacts of Carnival

• That the Carnival had not led to environmental pollution of the destination

(e) Social Impacts of Carnival

• Majority of the attendees said the carnival had not led to increase in criminal activities in

the destination.

(f) Economic Impacts

• The study showed that money was injected into the economy of the state as a result of the

business and trade opportunities created by the carnival

• 91% of visitors’ spending was on entertainment

• A total of N56, 388,155 was obtained as estimated direct visitors’ spending from a

sample of 464.This figure is higher than that of 2007 Carnival ( N7 million).

• Estimated total attendees’ spending was N149.8 billion

The following recommendations were inferred from the findings of this survey. These

recommendations have the potential to improve the quality and marketing strategies of

the event and ensure the sustainability of the event:

1
1. The state should develop a well articulated infrastructural master plan that will meet the

future infrastructural tourism needs of the destination. In this survey, it was found that

facilities have the least mean score for service quality rating of the festival. The

Government should avoid the reactive approach of infrastructural development which

does not take the needs of the tourists and visitors into consideration.

2. The concept underlying the Calabar Carnival should be evaluated and reviewed. This is

necessary to ascertain whether it is meeting the values of culture seeking visitors. This is

most importantly because it was discovered that, there was a drastic fall in the proportion

of foreign attendees in the 2008 edition of the event compare to the 2007 edition.

3. The event promotion should be targeted at relevant markets. Plan media schedule should

be prepared and implemented religiously to create maximum impacts on the prospective

tourists. Avoid reactive promotion of event. Reactive promotion will lead to loss of

exposure and media impact.

4. Event managers should use market penetration strategy. More of the event promotion

should be targeted at existing markets; domestic and foreign markets. Existing markets

can be operationalised here as the generating areas with more visitors attendance. More

resources should be tailored to these markets, except for political reasons. Market

development strategy should be used at the maturity stage of the destination and brand.

Since word of mouth and television advertising have high exposure, they should be

leveraged to pull more visitors to the destination.

5. The service quality of the festival should be improved. This can be achieved by

improving the supply value chain in the destination. The bands concepts should be

improved and the environmental setting where the event is taking place must also

improve. Each value chain member should add to the total visitors’ experience during the

1
 event; tour operators, accommodation operators, recreation centres operators, restaurants

operators, transporters, etc.

6. The development of craft business/centres should be given a boost to enhance the

production of carnival products. The availability of carnival product will attract visitor

expenditure. Visitor to attractions or destination have the tendency of going with items

that will serve as memorabilia. The craft and art sector will create employment and

wealth.

7. There should be effective crowd control by Carnival Marshals so as to enhance

spectators’ visual field and experience.

8. Adequate spectators’ points should be provided for spectators who may want to sit down

during the float.

TABLE OF CONTENTS

TITLE PAGE …………………………………… 1

10 INRODUCTION………………………………… 2

1.1 Background of the study…………………………….. 2

1.2 Significance of the study……………………………. 4

1.3 Objectives of the study…………………………….. 5

2
2.0 RESEARCH METHODOLOGY 6

2.1 The study site 6

2.2 Background of the event 7

2.3 Target population 8

2.4 Research design 9

2.5 Sample selection 9

2.7 Sources of data and data collection methods 9

2.8 Instrument validity and reliability

2.9 Data analysis techniques 9

3.0 RESULTS AND DISCUSSION OF FINDINGS 9

3.1 Demographic characteristics of attendees 16

3.2 Behavioural and trip characteristics of attendees 17

3.3 Service quality perception amd satisfaction with event 22

3.4 Environmental impacts 27

3.5 Social impacts 28

3.6 Economic impacts 29

4.0 SUMMARY OF FINDGINGS 30

5.0 Conclusion/Strategic implication of findings 34

6.0 RECOMMENDATIONS 36

7.0 SUGGESTIONS FOR FUTURE STUDIES 38

LIST OF TABLES

Table 1: The continent of origin of attendees 12

2
Table2: State of origin of Nigerian attendees 13

Table3: Number of people per group 18

Table4:Mean score of festival service quality attributes 23

Table 5: Summary of direct attendees’ spending 29

LIST OF FIGURES

Figure 1: Types of attendees 11

Figure2: Nationality of attendees 11

Figure3: Gender of attendees 14

Figure 4: Educational level of attendees 15

Figure5: Monthly income status of attendees 16

Figure6: Employment status of attendees 16

Figure7: Group membership of attendees 17

Figure8: Reasons for visiting destination 19

Figure9: Mode of local transport 20

Figure 10: Accommodation 21

Figure11; Number of days spent in destination 21

Figure12: Sources of information about event 22

Figure13: Competitiveness of the Calabar Carnival 24

Figure14: Overall satisfaction with event 25

Figure 15: Previous experience with event 25

Figure 16: Attendees’ intention to revisit 26

Figure 17: Extent of environment pollution 27

Figure 18: Extent of crime 28

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 REFERENCES 40-42

1. INTRODUCTION

1.1 Background of the study

Cultural tourism is described as peoples’ movements for essentially cultural motivations,

which include study tours, performing arts, cultural tours, travels to festivals, visits to

historic sites and monuments, folk lore and pilgrimage. Festivals are therefore classified

as a type of cultural festivals. Cross River State is an emerging tourism destination in

Nigeria. It is endowed with a few cultural festivals. These include: New Yam Festivals

(hold annually in ten local government areas of the state), Wrestling Festivals (take

place in seven local government areas of the state), Obudu Mountain Race ( holds once

a year ), Boat Regatta (takes place in four local government areas), Ekpe Festival

( masquerade dance which is common among the Efiks and Qua people of the state ),

Laboku International Festival and Christmas Festival ( holds once a year). Of all these

festivals, the most popular and most developed is the Cross River State Christmas

Festival. One important component of the Cross River State tourism product mix is the

Calabar Carnival Festival. The Carnival is an annual event. The 2008 carnival was the

1
fourth edition. The State Governor, Senator Liyel Imoke asserts that, “the brand Carnival

Calabar has evolved over the years and today a pride to Cross River State and Nigeria as

a whole” (CRTB, 2008:2). Below is an excerpt of the pre event speech of the State

Governor about the Carnival:

“2007 was the largest event till date and those who dared to sponsor last

year, got plenty of mileage. I think that for 2008, from what I see, it is going

to be the biggest event certainly in Nigeria, and Africa’s biggest Street Party. …

the Carnival Calabar is not all about fun. It is a strategic business venture that

empowers the citizens of the state”.

From the above excerpt of the Governor’s speech, the state expects the event to stimulate

economic activities in the state. It is one event that has the potentials of contributing to

the socio-economic development of the state.

The 2007 carnival attracted about one million spectators. Out of this number, 85.1% were

Nigeria and 14.9% were non Nigerians. The proportion of spectators shows that 46.6%

were locals, 45.7% were overnight visitors and 7.7% were day trippers. Reports from

some world events show empirical evidence of the positive impact of tourism to the

development of the locality or region. Economic impacts studies of events in Kwa Zulu

Natal show that the events contributed to some extent to the development of the region:

Comrade 2005, Comrade 2006, Turkal and Islandlawana 2006 (Seymour, 2005;

Seymour and Dladla,2006; Kohler and Dladla, 2006 ).

There is copious evidence in literature on the benefits of cultural tourism festivals to

destinations. It is reported that festivals contribute to the local regeneration and prosperity of

2
 the destination. This is because it generates new employment opportunities (Prentice and

Andersen, 2003; Smith, 2004). It encourages the development of a kind of infrastructure

which is visitor friendly and sustainable. Bachleitner and Zins (1992) assert that festival

tourism enhances residents learning, awareness appreciation of community pride, ethnic

identity, tolerance of others and brings about the opening of small and medium sized family

enterprises. It is also believed that cultural events foster cross-cultural communication that

can promote understanding between the host and the guest (Sdrali and Chazapi 2007)

Some events are staged at a particular time of the year, which will attract an audience when a

large number of tourists are not normally visiting the area (Getz, 1997). However, not all

events are staged for tourists; some events must be staged at a specific time regardless of

whether it is peak or off-peak tourism season. Events of this nature help to keep other sectors

of the tourism industry busy. The question that bothers stakeholders is whether the staging of

the Calabar Carnival has the potential to impact on the socio-economic life of the state. And

whether the event should continue to receive government funding? This is what this study

seeks to investigate.

1.2 Significance of the study includes

The study will:

• Enhance the State’s competitive position within the country and put the city of Calabar on

the global tourism map.

• Generate a good image for the State as a tourist destination;

• Bring Calabar to limelight and showcase its brand personality

• Instil confidence and pride in the people and Government of Cross River State.

2
 • Improve the organisational and marketing capability of the State Destination Organisation

and Carnival Commission

A study of the socio-economic impacts of the event is an imperative. This is because most

communities rely on the data of impact studies to elicit support for the continuous support or the

funding of events. The results of the study would help the State Government and stakeholders to

evaluate the success of the event, thereby justifying the use of resources in organising the event

and determine whether the event promotional strategies are working. The information generated

would inform future planning and funding of the event.

1.3 Objectives of the study

The objectives of this research are:

• To determine the demographic and trip characteristics of Calabar Carnival

• To determine the social impact of the festival

• To determine the environmental impact of the festival

• To determine the service perception and attendees’ satisfaction with event

• To examine the spending pattern of visitors on the day of the carnival and also get an

overview of the accommodation and transportation pattern during their stay in the state.

• To ascertain the economic impact of the carnival and tourism benefits of the event.

The Calabar Carnival is one of the product lines offered by the Cross River State Christmas

Festival. Cross River State Carnival Commission (CRCC) is responsible for the planning,

organising and marketing of the festival. The Cross River State Carnival Commission is

established by The Cross River State Law, Number 4 of 2006

(www.visitcrossriverstate,com). The Calabar Carnival has five products/ activities- Calabar

Carnival Queen Competition, Cultural Parade, Childrens’ Carnival, Kings and Queens and

1
 Adult Carnival. The King and Queen was on the 25th December 2008; Children’s Carnival

was on the 26th December and The Adult Carnival took place on 27th December 2008. The

major sponsor of the Calabar Carnival is the State Government, with very little

contributions from private sector organizations operating in the destination. Huge amount

money of is spent annually by government in staging the carnival. It is also Government’s

desire to use the event as a development catalyst of the State.

Carnival is a popular event that questions everyday life and politics. It stands as a proud

presentation of a people's identity. Carnival is a combined form of art that embraces many

aspects of artistic expression. Due to the global migration currents, many contemporary

carnivals are multifaceted and of mixed styles.

Today, carnivals all over the world attract millions of participants and spectators thus having

a positive impact on local economies. Carnivals are cultural festivals. Festivals have a

number of impacts on the host city, ranging from cultural, economic, social and

environmental. Festivals have both positive and negative impacts on their host cities, but

emphasis is often focused on the economic analysis. According to Hall (1992), the ability of

major events to attract economic benefits to the destination often provide the official

justification for the hosting.

20 RESEARCH METHODOLOGY

2.1 The study site: Cross River State is one of the 36 states of the Federal Republic of Nigeria.

The state is located in the Southern Nigeria and within the tropical rain forest belt. It lies

between attitude 4028/ and 6055/ North of Equator and longitude 7050/ and 9028/ East of the

Greenwich Meridian. It is divided into 18 Local Government Areas. The state has a total

2
 landmass of 22,342.18 km2, with a population of 2.888,966 (NPC, 2007). It has diverse

vegetation belts from the largest mountains and waterfalls with rare animals, including

engendered species and unusual plant families making it one of the world’s richest

biodiversity centres, attracting scientists and tourists alike. The people of the state are known

for their warm and hospitality. The culture of the people is expressed in various languages

(Efik, Ejaghem, Bekwarra, English, Yakur , Agbo and Bakur), dances (Ekombi, Monikim,

etc.)s , festivals and cuisines (Ekpang Nkukwo, Edikan Ikong, Afia Efere, etc.). The Capital

City, Calabar is reminiscent of a seaside town with lots of bars and restaurants, is host to the

annual 32 day long Christmas Festival and Calabar Carnival celebration during the

Christmas period.

2.2 Background of the event: The first edition of the Calabar Carnival took place in 2005.

The one under review is the fourth edition. The theme of the 2008 Calabar Carnival was

“SUSTAINING EARTH’S TREASURES THROUGH OUR CULTURE”. The Calabar

Carnival is branded a street party. It takes place through a 12km route that begins from

the U. J. Esuene Stadium through the Mary Slessor Road, Ndidem Usang Iso, MCC Road

and back to the Stadium. The Calabar Carnival had five products; Calabar Carnival

Queen Competition, Cultural Carnival, Kings and Queens, Children Carnival and the

Adult Carnival.

The Kings and Queens took place on the 25th of December, 2008. The Children Carnival

was on the 26th December, 2008, and the Adult Carnival was on the 27th December, 2008.

Five competing Bands participated in the 2008 Carnival. The bands were; (i) Bayside

band ii)Freedom Band (iii) Master Blaster Band (iv) Passion 4 Band (v) Seagull Band.

Each band has unique features and concept. The membership of the Bands is open to all

2
 Nigerians and Non-Nigerians alike. At the end of the carnival the Bands are ranked and

rewarded according to their performances by the Government. Government responsibility

was to create the infrastructure and enabling environment for the festival. Apart from the

five competing Bands, 13 non -competing Bands also participated in the 2008 Carnival.

They include: Nigeria Civil Defence, Cross River Fire Service, Nigeria Mobile Police

Force, Nigeria Police Force, NYSC, First Bank Nigeria PLC, Bank PHB, Rotary Club

International, Lions Club, Nigeria Navy, Hebzeba, Nigerian Army and Calabar Urban

Development Authority (CUDA). A team of adjudicators composed of 34 experts were

charged with the responsibility of adjudication and to produce the best bands. The bands

were observed at four points. There was also a roving team which brought the total to

five points. Each adjudicator scored on a specific domain on a score sheet. The domains

were; float, band on the move, costumes and make up, interpretation of theme, and best

reflection of carnival spirit. The overall results placed Passion 4 Band as the best band in

the 2008 edition, followed by Bayside Band and Seagull Band as second and third

respectively.

2.3 Target Population: The population consists of all attendees who participated in the

2008 Adult Carnival that took place on the 27th December, 2008. Attendees comprised of

spectators and participants. Participants were adults attendees who registered as members

or revelers of one of the bands and who participated in the Carnival float. Spectators were

attendees from the age of 20 years and above and who were found at the carnival route

watching the float. All those found watching the carnival float along the route and

participants were conceptualised as consumers of the event or spectators. The attendees

were also classified into three; overnighters, residents and day trippers. The target

population therefore consists of overnighters, day trippers and residents. Overnight

3
 attendees are those who spent at least one night at the destination for the purpose of this

event. The day trippers are those who did not stay in the destination for a night. The

residents are those who came from their homes to watch or participant in the event. The

residents were included because of the propensity to spend more than if they had just a

routine day.

2.4 Research design: The Cross sectional survey design was used in collecting data. This is

because the study was intended to capture a snapshot of the socio-economic variables at a

point in time during the event. Because of the nature of the study economic data was

readily generated from the spectators.

2.5 Sample selection: The Carnival festival is characterised by transient movement of spectators

and participants from one point to the other during the float. The Calabar Carnival is non-

ticketing event. It is a street party. Because of this there is difficulty in statistically estimating

the sample size. This difficulty led to the use of convenience sampling design. This method

of sampling enabled the researcher to obtain a gross estimate of the results without incurring

the cost or time required to select a random sample.

2.6 Sources of data and data collection methods: The two broad research tools were utilised to

conceptualise and carry out the research survey were secondary and primary data sources.

The secondary data sources provided data that have been collected, analysed and discussed

by previous scholars in the field. Hence, secondary data helped to contextualise current

research in the field. Information on the economic component was generated by the primary

source using a semi-structured questionnaire called the Event Evaluation Kit (EEK). EEK is

a simplified “Do It Yourself Kit” for measuring the direct inscope expenditure generated by

an event rather than economic impact (Jago, 2005, Jackson, Houghton, Russell and Triandos,

2005). There are two major sources of local economic stimulation generated by a festival;

4
 public assistance and the direct visitors’ spending in the local area (Felsenstein and Fleisher,

2003). This study was limited to direct visitors’ spending. Respondents were requested to

provide answers to questions on basic economic activities such as: indicate the type of

accommodation used during your stay in the destination and the number of nights spent in

accommodation: by what means did you move to the place of the event. What are your

primary reasons for visiting Calabar? What is the total amount of money you have spent or

intend to spend during the event on different domains of product and services ( food and

beverage, entertainment gifts/souvenirs, sport equipment/gear, communication, transport and

other purchases)?

In all, there were twenty field staff; six investigators and fourteen trained research assistants.

The field staff were assigned to designated points along the Carnival route. Copies of the

questionnaires were self administered and collected as soon as they were completed by

respondents.

2.7 Instrument validity and reliability: EEK has widely been used by researchers and

organisers of events with good outcomes (Jago, 2005). Pre- survey training was done on the

fieldworkers before the survey. The questionnaire was tested among the fieldworkers to get

an indication of the time it takes to complete one questionnaire. The use of EEK was to

ensure instrument validity and reliability.

2.8 Data analysis techniques: The data were analysed using the Statistical Packages for Social

Sciences (SPSS) software. Pie chart was used in presenting data on accommodation used by

overnight visitors. Bar chart was used in presenting data on the local transportation used by

spectators and the length of stay in destination. Attendees’ expenditure on different domains

of products and services was summed up and presented in tables. In this analysis, adjustment

was made to obtain a realistic representation of the estimate of the expenditure of non

2
 residents who visited the place of event only because of the event and those locals who went

to the Carnival place instead of staying at home.

3.0 RESULTS AND DISCUSSION OF FINDINGS

Out of the five hundred (500) copies of questionnaire administered by the field staff,

480 forms were completed. On editing only 464 of the copies were usable and utilized for

this analysis. This gives a response rate of 93 per cent. Out of the 464 respondents, 350

(75.43%) were spectators and 114 (24.57%) were participants. Volume count of

spectators at five strategic locations along the Carnival route (Stadium by Murtala

Mohemmed High way; Mary Slessor Junction by Zoo Garden ; Rabana Store by IBB

Way; High Quality by Ndidem Usang Iso Road; MCC by Mobile filling Station) was

1,200,000. The total participants were 37, 557. The total attendees were 1,237,557.

The results are presented in the following order:

• Demographic characteristics of attendees

• Behavioural and trip characteristics of attendees

• Service perception and level of satisfaction with Carnival

• Social impacts of the carnival

• Environmental impacts of the carnival

• Economic impacts of the carnival

2
3.1 Demographic Characteristics of Spectators

Visitor type

Overnight visitors were 38.1%; day trippers were 16.6% and local residents were 45.3%.

The proportion of non residents in the sample (54.7%) is appreciable and sufficient to

exert the expected economic impact in a destination.

Local residents
210.00 / 45.3%

Over night visitors

177.00 / 38.1%

Day trippers

77.00 / 16.6%

Fig 1: Types of visitors

Nationality of attendees

The attendees’ nationality was categorised into two: foreigners and Nigerians. The result

shows that, Nigerians constitute 96.1% (446), while foreigners constitute 3.9% (18). It is

observed that the proportion of foreigners in the sample is very low when compared to

that of 2007 Carnival (14%).

2
 Foreigners

18.00 / 3.9%

Nigerians
446.00 / 96.1%

Fig 2: Nationality of attendees

Continent of origin of attendees

The data showed that the foreigners were distributed across all the continents of the

world, though at very small proportions. It was found that most of the foreigners were

from Europe (1.5%; 7) and Asia (1.1%;5) respectively . See table 1.

Table 1: The continent of origin of attendees

Cumulative
Frequency Percent Valid Percent Percent
Valid Not applicable 446 96.1 96.1 96.1
North America 3 .6 .6 96.8
South America 1 .2 .2 97.0
Other Africa
Countries 2 .4 .4 97.4
Asia 5 1.1 1.1 98.5
Europe 7 1.5 1.5 100.0

Total 464 100.0 100.0

1
State of origin of Nigerian spectators

The distributions of attendees from Nigeria were also considered in the study. Fifty per

cent (50%) of the Nigerian attendees were from the host state, Cross River State. This is

followed by River State with 6%, others were Akwa Ibom, Lagos, Abia, Delta and Imo

States respectively. The proportion of these States ranged from 2.5 - 5% representations

in the sample. This is shown in table 2.

1
Table 2: State of origin of Nigerian attendees

Valid Cumulative
Frequency Percent Percent Percent
Valid Not available 27 5.8 5.8 5.8
Anambra 5 1.1 1.1 6.9
Rivers 28 6.0 6.0 12.9
Lagos 21 4.5 4.5 17.5
CRS 235 50.6 50.6 68.1
Imo 13 2.8 2.8 70.9
Akwa Ibom 57 12.3 12.3 83.2
Delta 17 3.7 3.7 86.9
Abia 14 3.0 3.0 89.9
Enugu 3 .6 .6 90.5
Kano 4 .9 .9 91.4
Edo 2 .4 .4 91.8
Osun 6 1.3 1.3 93.1
Benue 3 .6 .6 93.7
Bayelsa 3 .6 .6 94.4
FCT 10 2.2 2.2 96.6
Taraba 1 .2 .2 96.8
Nasarawa 1 .2 .2 97.0
Kebbi 1 .2 .2 97.2
Ogun 4 .9 .9 98.1
Ebonyi 3 .6 .6 98.7
Niger 2 .4 .4 99.1
Borno 1 .2 .2 99.4
Kogi 1 .2 .2 99.6
Plateau 1 .2 .2 99.8
Kwara 1 .2 .2 100.0
Total 464 100.0 100.0

2
Gender distribution

There were more males in the sample than female visitors. These could be explained by

the fact that males are more adventurous than females. Secondly, since responses to the

instrument are sometimes on the basis of group membership. Traditionally, the head of

the groups which in most instances were males would be the one to offer responses.

Female

35.56 / 35.6%

Male

64.44 / 64.4%

Fig 3: Gender of attendees

Educational level of attendees

Majority of attendees were holders of first degree (41.4%), followed by those with

diplomas (22%) and secondary school certificate (17.5%). This showed that the attendees

were enlightened and could be reached and influenced with specialized marketing

communication devices.

3
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Fig 4: Educational level of attendees

Personal income of attendees

It was found that the income distribution of spectators had a unique presentation as

shown in figure 5. Those who said they did not spend any money or did not intend to

spend any money were in the majority (33.2%). The income distribution cut across all

class as shown on the chart. An interesting feature was the fact that those who earned

above N120, 000 per month were significantly high (9.7%), followed by those who

earned N30001-40,000 (8.6%), N50, 001-60,000(7.1%) respectively. The other classes

had between 1-6.9%. The result showed strategic implication for product packaging.

1
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0
1

,0
0

0
-2

-3

-4

-5

-6

-1

1
0

-7

-8

-9

0
0

-1

0
0

0
0

0
,0

,0

,0

,0

,0

,0

,0

,0

1
0

,0

0
0

0
0

,0
0

0
0

0
0
Fig 5: monthly income status of attendees

Employment status of attendees

The result showed that the sample was dominated by students (25.6%), professional

office holders (24.4%), civil and public servants (18.8%), and self employed (17.2%).

See figure 6.

30

20

10
Percent

0
Unemployment Retired Self employed Civil/public servant
Student Professional office Artisan/technical

Fig 6: Employment status of attendees

1
3.2 Behavioural and trip characteristics of attendees

Under behavioural characteristics, information on group membership and composition;

number of people in a group; primary reasons for visiting; source of carnival information;

transportation and accommodation type used and number of days spent in destination.

Number of people per group and group composition

The respondents were also asked to indicate the number of people in the respondent’s

company. The results showed that 23.5% of respondents in the sample were two in their

company, 17.7% were three, 16.6% were four. The result indicated the attractiveness and

the ability of the event to draw people in groups to the event (see figure 7). Only 4.5%

went to the event alone. Further examination of the result showed that these groups

consists of friends (28%), family (33.%)and friends and family (24.4%) members

respectively.

40

30

20

10
Percent

0
al

Fr

Fa

Fr

Sc

Bu

To

O
th
on

ie

ie
m

ho

si

ur

er
nd

nd
e

ne
ily

ol

gr

s
s
s

ss

ou
gr
&

ou

p
A
Fa

ss
p
m

oc
i ly

ia
te
s

Fig 7: Group membership of attendees

3
Table 3: Number of people per group

Number of peopleper group

Cumulative
Frequency Percent ValidPercent Percent
Valid alone 21 4.5 4.5 4.5
1 38 8.2 8.2 12.7
2 109 23.5 23.5 36.2
3 82 17.7 17.7 53.9
4 77 16.6 16.6 70.5
5 37 8.0 8.0 78.4
6 21 4.5 4.5 83.0
7 11 2.4 2.4 85.3
8 12 2.6 2.6 87.9
9 4 .9 .9 88.8
10 17 3.7 3.7 92.5
11 1 .2 .2 92.7
12 3 .6 .6 93.3
14 1 .2 .2 93.5
15 7 1.5 1.5 95.0
17 1 .2 .2 95.3
18 1 .2 .2 95.5
20 8 1.7 1.7 97.2
24 3 .6 .6 97.8
30 1 .2 .2 98.1
40 1 .2 .2 98.3
50 4 .9 .9 99.1
100 1 .2 .2 99.4
109 1 .2 .2 99.6
160 1 .2 .2 99.8
200 1 .2 .2 100.0
Total 464 100.0 100.0

Primary reasons for visiting destination

To measure the motive for visiting destination, non-resident attendees were asked to

indicate the primary reasons for visiting the destination. 45% of the sample said, they

visited the destination because of the carnival, 7.3% and 4.1% were on vacation and visit

to friends and relations (VRR) in the destination during the period. 42% were locals.

3
 50

40

30

20

10
Percent

0
Locals Visiting friends and Business
Carnival Vacation Others

Fig 8: Reasons for visiting destination

Mode of transportation used by attendees

Majority of the respondents went to the place of event by motor bikes, followed by those

who went by private vehicles and then those who trekked. The high number of those who

went by motor bike was probably because of the high number of residents in the sample.

Since motor bikes were the dominant means of transport in the city, it was not surprising

that majority of the people utilized the motor bikes. This meant more businesse s for

those who are involved in ‘Okada’ as it is commonly called in the region. It is expected

that increase in the volume of business for the Okadas and the other modes of

transportation will directly lead to increase in the demand and comsumption of gasoline.

See figure 9.

1
 200

100
Frequency

0
Private vehicle Bus coach Mini bus
Rental vehicle Motor bike Trek

Figure 9: Mode of local transport

Accommodation used by overnight attendees

The data showed that 50% of the overnight visitors stayed in the hotels, 37% stayed with

friends and relations. The hotels were the most preferred accommodation for overnight

carnivalists during their stay in the destination. The accommodation sub-sector of the

industry is very crucial. With about 37% staying with friends and relations, the

investment by entrepreneurs in the accommodation sector may be far away from

achieving the expected occupancy rate. Average amount per accommodation per room

was N2,740. The average number of persons per group staying per room was two.

Figure 10: Accommodation type use by attendees

Number of days spent in destination

3
The result showed that, majority of the respondents (35%) spent or intended to spend

above four days at the destination. This has a positive indication for the destination.

Although the adult carnival lasted one day, it meant that there were adequate and

effective animations before the Carnival and probably after the Carnival to hold and

elongate visitors stay in the destination. The total number of nights spent or to be spent

by the respondents in the sample was 662.

Figure 11: Number of days spent in destination during event

Source of information about festival

Majority of the respondents had information about the event by means of television

(37.7%), word of mouth (30.4%), and then newspaper/magazine. The number of those

who got event information through sources other than the three mentioned above

(posters, radio, internet brochures, and sport associations) was quit low. Many reasons

could be advanced for that. It could be that, these are the preferred media types or that,

they are the media types available to actual and prospective carnivalists.

2
 40

30

20

10
Percent

0
W

In

S
o
e

p
e

te
o

le

o
w

d
rd

te

rn

ri

rt
io
v
s

s
is
p

e
rs
o

a
m
a

t
f

io

s
/b
p

s
m

b
n
e

o
ro
o

r/

c
u

ia
th

ti
a

u
rs

o
g

re

n
a

/f

s
z

ly

/c
in

e
e
s

Fig12: Sources of information about event

3.3 Service quality perception and satisfaction with event

Service quality attributes generated from expert experience and extensive literature

review were listed. Respondents were asked to indicate their feelings on a five point

Likert Scale, about statements that reflected their perception of the service quality of the

Carnival. The result is shown in table 4.

Service quality perception

The service quality attributes were measured using a five - point Likert Scale Type with

‘5’ as strongly agreed; ‘4’ as agreed; ‘3’ undecided;’ 2’ as disagreed and ‘1’ as strongly

disagreed. The following attributes had a high mean score: scenic and beautiful areas;

signages, spectacular bands; event organization, event marketing, and friendliness of

locals. Facilities scored the least.

Table 4: Mean score of festival service quality attributes

1
 Descriptive Statistics

N Mean
Event was well organised 464 3.80
The event marketing was
464 3.8815
adequate
Parking is inadqeuate 464 3.0453
Sufficient facilities (toilet) 464 2.8276
Good refreshment areas 464 3.5776
People enjoyed
464 3.8556
themselves
Bands are spectacular 464 3.8147
Printed programme
showing event 464 3.3578
information
Has scenic and beautiful
464 3.9677
areas
Locals are freindly 464 3.7284
The city is decorated with
464 3.8168
visual signage
Valid N(listwise) 464

Satisfaction with event

The level of satisfaction with event was measure with respect to the following domains;

satisfaction with marketing, overall satisfaction, previous attendance, intention to attend

event next year.

Comparison with other carnivals in Nigeria

To determine the competiveness of the event, respondents were asked to express their

feelings about the event compared to other carnivals. 50% of respondents were

undecided, 36.6% said the Calabar Carnival was more spectacular than others visited.

1
 Less spectacular

2.8%

Same like others

5.6%

More spectacular
Undecided
36.6%
55.0%

Fig 13: Competitiveness of the Calabar Carnival against others

Overall attendees’ satisfaction

Majority of the respondents said they were satisfied with the event (satisfied, 54.7; 43%,

very satisfied, 35.34%). See figure 14.

Dissatisfied
1.72 / 1.7%

Fairly satisfied

8.19 / 8.2%

Very satisfied

35.34 / 35.3%

Satisfied

54.74 / 54.7%

Fig 14: Overall satisfaction with event

Previous experience

3
One half of the respondents have had previous experience with the event and destination.

59.7% said they attended the 2007 edition of the event.

No

40.30 / 40.3%

Yes
59.70 / 59.7%

Fig 15: Previous experience with event

Intention to revisit event

The respondents were asked if they would revisit the event in next year. The result

showed that 84.5% expressed their intention to revisit event, 1.94% said they would not

revisit. 14% were not decided. The high percentage of those who said they would revisit

was an indication of the attractiveness of the event.

2
 don;t know

14.01 / 14.0%

No

1.94 / 1.9%

Yes

84.05 / 84.1%

Fig 16: Attendees intention to revisit

3.4 Environmental impacts

The environmental attribute considered in the study was pollution. The respondents were

asked to indicate whether the carnival led to environmental pollution. 36.9% of the

respondents strongly disagreed with the statement, 27.6% also disagreed with the

statement. Only a few respondents agreed that the carnival led to environmental pollution.

This could be interpreted in two ways. One, it shows that the state is practicing sustaining

and responsible tourism. Secondly, it is an indication that the destination /product is in the

early stage of the destination Life-cycle (Butler, 1980).

2
 Strongly Agreed
No respond
9.3%
11.9%
Agreed

8.2%

Neutral

6.3%

Strongly disagrred

36.9%

Disagreed

27.6%

Fig 17: Extent of environmental pollution

3.5 Social impacts of the Carnival

To investigate if the destination was experiencing negative social impacts of the carnival,

respondents were asked to express their feelings as to whether crime was a problem. A

total of 56.7% did not agree that the event increased crime in the destination. A total of

22.% agreed that the event increased crime in the destination.

40

30

20

10
Percent

0
No respond Disagreed Agreed
Strongly disagreed Neutral Strongly Agreed

Fig18: Extent of crime

1
3.6 Economic impacts of the Carnival

The economic index considered in this study was the direct spectators spending.

Respondents were asked to indicate their actual or planned expenditure on the following

domain of products and services; food, entertainment, gifts/souvenirs, costumes,

communication, transport accommodation and others (the others were for tickets paid for

entrance into some recreational centres in the destination). The sum of individual

spending gave a total sum of N56, 388,155. This represented an estimated amount spent

by the sample during the event. The highest visitors’ spending was on entertainment. The

full economic impact of an event is derived by multiplying the average direct visitor

spending by the region’s economic multiplier which has been predetermined. Another

approach is by multiplying the average attendees’ spending with a defined fraction of the

region’s tourism receipts obtained from the Satellite Tourism Account (STA) of the

region or state as reported by Ellard et al (1999) in the Missoula study. In this study the

total attendees’ spending was computed by multiplying the total average spending for all

the three types of attendees by the total number of attendees to the event.

3
Table 5: Summary of direct attendees’ spending by item
S/N Item Amount (Naira) Per cent
1 Food 1,400.080.00 2.50

2 Entertainment(drinks) 51,318,100.00 91.00

3 Gifts/souvenirs 423,450.00 0.75

4 Costumes/gear 177,550.00 0.32

5 Communication 662,450.00 1.18

6 Transport 733,500.00 1.30

7 Accommodation 1,271,625.00 2.25

8 Others (tickets, etc.) 401,400.00 0.70

Total N 56,388,155.00 100

Details of attendees’ spending

5
 Residents in the sample = N1, 180,885.00
Day tripper in the sample = N358, 220.00
Overnighters in the sample = N54, 849,050.00
Total sample = N 56,388,155.00
Average spending of residents per sample = N5, 623.26.00
Average spending of Day trippers per sample = N4, 652.21
Average spending by Overnighters per sample = N309, 881.64
Total direct spending by residents = Average residents’ spending x total number of

resident attendees = 5,623.26 x 556901

= N3,131,599,117.26……. (a)

Total direct spending by overnight visitors = Average overnighters’ spending x total

number of visitors = 309, 881.64x470, 272

=145,728,658,606.08 …….… (b)

Total direct spending by day trippers = Average day trippers’ spending x total number of

day trippers = N4, 652.21x 210,385

= N978, 755,200,000……………….(c)

Total attendees’ spending during the festival = a + b+ c

=N 149,839,012,923.34
=N149.8billion
4.0 SUMMARY OF FINDINGS

(a) Demographic characteristics of attendees

7
 • The proportion of non-resident visitors (day trippers and overnighters) in the sample was

significant (54.7%). Locals were 45.3% of the sample.

• Majority of the festival attendees were Nigerians (96.1%). Foreign attendees were only

3.9%. This was lower than the figure in 2007 festival. The proportion of foreigners in the

2007 festival was 14%.

• Out of the 18 foreign attendees, 7 were Europeans and 5 were Asians, 3 were North

Americans. There were more Europeans and Asians in the sample.

• Analysis of Nigerian attendees showed that fifty per cent (50.6%) were from Cross River

State; followed by Akwa Ibom State (12.3%) and Rivers State (6%). The attendees from

other neighbouring states; Ebonyi and Benue were 0.6% each. The lesson is that about

half of the attendees from Nigeria in the sample were not from Cross River State.

• There were more males than females in the sample.

• The Festival attendees were educationally enlightened. Majority of the attendees possess

college education and above.

• Attendees fell under all income classes. The have nots and the haves.

• The event attendees belong to different employment status. However, students,

professionals and public servants were in the majority.

(b) Behavioural and trip characteristics

• Attendees went to event place in groups of two, three and four. The composition of group

membership consisted of friends, families and business associates

• The primary reason for visiting the destination was to participate in the Calabar Carnival.

• The dominate transportation mode used by attendees to the event place was motor bikes

and private vehicles.

1
• The data showed that 50% of the overnight visitors stayed in hotels, while 37% with

friends and relations.

• The average amount per room of accommodation in Calabar was N2,740

• The average number of persons per group staying per room was two

• Most of the attendees spent above 4 days in the destination

• The attendees in the sample spent a total of 662 nights in the destination during the

festival

• The dominate sources of information about the event are television and word of mouth

advertising

(c) Service Quality perception and satisfaction with event

• The service quality of carnival attributes were rated a little above average for all the

attributes. Facilities had the lowest mean score. Mean score were lower for organization,

promotion, friendly locals, safety/crime when compared to the 2007 edition.

• The Calabar Carnival was rated as more spectacular than other Carnivals /festivals in

Nigeria that attendees had participated in. However, majority of attendees were

undecided.

• Attendees overall satisfaction with event was very high

• Attendees with previous experience of event were 50.70%

• Attendees who expressed intention to revisit event/destination in the 2009 Calabar

Carnival were 84.4%.

(d) Environmental Impacts of Carnival

• That the Carnival had not led to environmental pollution of the destination

1
 (e) Social Impacts of Carnival

• Majority of the attendees said the carnival had not led to increase in criminal activities in

the destination.

(f) Economic Impacts

• The study showed that money was injected into the economy of the state as a result of the

business and trade opportunities created by the carnival

• 91% of visitors’ spending was on entertainment

• A total of N56, 388,155 was obtained as estimated direct visitors’ spending from a

sample of 464.This figure is higher than that of 2007 Carnival ( N7 million).

• Estimated total attendees’ spending was N149.8 billion

5.0 Conclusion/Strategic implication of findings

The findings of this survey have strategic public policy formulation, economic and

marketing implications.

Public Policy formulation: The demographic and trip characteristics of attendees are

relevant in destination management and promotion. The fact that the festival is attracting

visitors to the state is worthy of note. Infrastructure and facilities needed in the

destination should be fashioned and designed on the basis of knowledge of the consumers

and their expectations. Visitors to the destination were in groups; friends, families and

associates. The destinations must provide facilities that would make their stay

comfortable. The destination marketing organization (DMO) has the responsibility of

creating the enabling environment for tourism to strive in the state. Policy formulation

should incorporate the various visitors’ needs for infrastructural and facilities

3
development in the destination. There was massive occlusion of the spectators’ visual

field because of poorly managed crowd, especially at adjudication points. It could be

observed that the mean rating for all the service attributes were not scored well. Visitors

to the destination expect the best. It was observed that the dominate mode of

transportation to place of event by attendees was motor bikes. The implication of this in

view of the State Government plan to ban the operation of ‘okadas’ in the State should

be taken into consideration.

Marketing: Market information has strategic importance for product development of

packages and marketing. The trip characteristics of attendees give insight into the values

and motivations that influence trip decisions and planning. The major reason for

attendees travel to the destination at that time was the carnival. This showed the level of

attachment attendees had for the event. The time could as well be spent in other places

other than the carnival but not for the strength of the motivations.

The attendees’ sources of information provided the most effective ways to reach the

markets with information about the carnival and destination. The popular sources can be

leveraged to reach current customers and prospective customers. The word of mouth is a

competitive advantage enjoyed by the Calabar Carnival. It has a higher penetration power

and credibility than the mass media. It is not affected by advertising clutters and other

reach factors.

The number of people spending the night and how many nights were spent in the

destination during event has economic implication. DMO can on the basis of this

information promote the destination to target markets. Private tourism operators can

2
reach their target markets using these channels. It can plan on strategies to capture a

certain proportion of the bed occupancy in the destination.

Economic: Economic impacts are reasons why communities vote for tourism and why

governments and development donor agencies support tourism development (Bachleitner

& Zins (1992). From the direct visitors’ spending, we can see that money was spent by

attendees during the event. This showed the attractiveness and growth potential in the

sector. The fact is that money has been injected as direct visitor spending into the

economy. These will catalyst economic growth through a multiplier effect.

The money spent by visitors on the mentioned domains of products and services of

institutions and individuals constitute the direct effect of the festival in the destination.

The businesses used the money to purchase goods and services employed in the

production of further goods and services from other sectors of the economic. For

examples, hotels will buy food and beverage, electricity and water, etc. This is referred to

as indirect effect. The induce effect refers to the income that accrues to local residents in

the form of salaries, wages, rent and interest. This is referred to as the induce effect.

The results of the study support the claim for the use of event tourism to as a catalyst to

the economic development of destinations. With this justification, there is reason for the

continuity of the festival so as to realize the long-term objective of the government and

the people of the state. There is need to strategically promote the Carnival nationally and

internationally. The much needed Naira that will economically transform the state will

come when the right customers mix is attracted to the destination. Tourism has become

the main stay of most economies. Cross River State can improve and strengthen her

economy by diversifying from the mono-product economy (oil dominated) to non oil

3
 (tourism). Like New Orlean, tourism has the potential of replacing the oil as the major

source of jobs for people in the destination. The study proved that money has been

injected into the economy of the state. This money will ripple a multiplier effect leading

to increase in personal income of the local, employment and increase in the quality of life

(Lindberg, 1996).

6.0 Recommendations

The following recommendations are inferred from the findings of this survey. They have

the potential to improve the quality and marketing of the event. Secondly, will ensure the

sustainability of the event:

1. The state should develop a well articulated infrastructural master plan that will meet the

future infrastructural tourism needs of the destination. In this survey it was found that

facilities have the least mean score for service quality rating of the festival. The

Government should avoid the reactive approach of infrastructural development which

does not take the needs of the tourists and visitors into consideration.

2. The concept underlying the Calabar Carnival should be evaluated and reviewed. This is

necessary to ascertain whether it is meeting the values of culture seeking visitors. This is

most important, because it was discovered that, there was a drastic fall in the proportion

of foreign attendees in the 2008 edition of the event compare to the 2007 edition.

3. The event promotion should be targeted at relevant markets. Planned media schedule

should be prepared and implemented religiously to create maximum impacts on the

prospective tourists and avoid reactive promotion of event. Reactive promotion will lead

to loss of exposure and media impact.

4
 4. Event managers should use market penetration strategy. More of the event promotion

should be targeted at existing markets; domestic and foreign markets. Existing markets

can be operationalised here as the generating areas with more visitors attendance. More

resources should be tailored to these markets, except for political reasons. Market

development strategy should be used at the maturity stage of the destination and brand.

Since word of mouth and television advertising have high exposure, they should be

leveraged to pull more visitors to the destination.

5. The service quality of the festival should be improved. This can be achieved by

improving the supply value chain in the destination. The bands’ concepts should be

improved and the environmental setting where the event is taking place must also

improve. Each value chain member should add to the total visitors’ experience during the

event; tour operators, accommodation operators, recreation centres operators, restaurants

operators, transporters, etc.

6. The development of craft business/centres should be given a boost to enhance the

production of carnival products. The availability of carnival products will attract visitors’

and expenditure. Visitor to attractions or destination have the tendency of going with

items that will serve as memorabilia. The craft and art sector will create employment and

wealth.

7. There should be effective crowd control by Carnival Marshals so as to enhance

spectators’ visual field and experience.

8. Adequate spectators’ viewing points should be provider for spectators who may want to

sit down during the float.

Suggestion for future studies

1
This work was limited in methodological approach for the computation of total attendees’

expenditure. This was because of the absence of basic data required for the computation.

Nigeria is yet to institutionalised the STA, hence absence of the necessary data to

facilitate the full computation of the economic impact. We therefore strongly suggest that

machinery be put in place for effective generation of tourism statistics, especially the

sectoral multiplier at the state, region and national level to enhance future studies.

2
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