Socioeco Impact

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SOCIO-ECONOMIC IMPACTSOCIO-ECONOMIC IMPACTANALYSISANALYSIS

CALABAR CARNIVAL 2007CALABAR CARNIVAL 2007

REPORT PRESENTED BYREPORT PRESENTED BY

BASSEY B. ESU (Ph.D)BASSEY B. ESU (Ph.D)

(CO-ORDINATOR)(CO-ORDINATOR)SUSTAINABLE TOURISM INITIATIVESUSTAINABLE TOURISM INITIATIVE(SUTI), CALABAR, NIGERIA.(SUTI), CALABAR, NIGERIA.

email: [email protected]: [email protected]


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INTRODUCTIONINTRODUCTION

Tourism has become an important economicTourism has become an important economic

development tool for both developed anddevelopment tool for both developed anddeveloping countries. There is agreementdeveloping countries. There is agreementamong experts that the travel and tourismamong experts that the travel and tourismsector is the fastest growing of global economy.sector is the fastest growing of global economy.

It is reported that expenditure for internationalIt is reported that expenditure for internationaltravel tripled between 1987 and 1997 to US$94travel tripled between 1987 and 1997 to US$94billion a year (WTO, 2000, WTO, 2003). It isbillion a year (WTO, 2000, WTO, 2003). It isexpected that the world tourism industry wouldexpected that the world tourism industry wouldcontribute to worlds GDP in 2014 by 10.9%contribute to worlds GDP in 2014 by 10.9%

(WTTC, 2005). In sub-Sahara Africa, it is(WTTC, 2005). In sub-Sahara Africa, it isexpected that tourism and travel will generateexpected that tourism and travel will generateUS$75 billion in 2015. It is estimated thatUS$75 billion in 2015. It is estimated thatNigeria will have tourism demand growth ofNigeria will have tourism demand growth of3.30 million, 7.70% world markets share and3.30 million, 7.70% world markets share and

6.40% contribution to employment in the6.40% contribution to employment in the--


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One important component of the state tourismOne important component of the state tourismproduct mix is the Calabar Carnival Festival. Itproduct mix is the Calabar Carnival Festival. Itis one event that has the potentials ofis one event that has the potentials ofcontributing to the socio-economiccontributing to the socio-economic

development of the state. Reports from somedevelopment of the state. Reports from someworld events show empirical evidence ofworld events show empirical evidence ofcontributing positively to the development ofcontributing positively to the development ofthe locality or region. Economic impactsthe locality or region. Economic impactsstudies of events in Kwa Zulu Natal show thatstudies of events in Kwa Zulu Natal show thatthe events contributed to some extent to thethe events contributed to some extent to thedevelopment of the region: Comrade 2005,development of the region: Comrade 2005,Comrade 2006, Thukela and IslandlawanaComrade 2006, Thukela and Islandlawana2006 (Seymour, 2005; Seymour and2006 (Seymour, 2005; Seymour and

Dladla,2006, kohler and Seymour).Dladla,2006, kohler and Seymour). Event tourism represents a specific type ofEvent tourism represents a specific type oftourism and has been defined as the systemictourism and has been defined as the systemicplanning, development and marketing ofplanning, development and marketing offestivals (and special events) as touristfestivals (and special events) as tourist

attractions, development catalysts, and imageattractions, development catalysts, and image


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The UK Sport publications (2005), defines economicThe UK Sport publications (2005), defines economicimpacts of event as the total amount of additionalimpacts of event as the total amount of additionalexpenditure generated within a city that can beexpenditure generated within a city that can bedirectly or indirectly attributed to the staging of adirectly or indirectly attributed to the staging of a

major sporting, cultural or religious event. Economicmajor sporting, cultural or religious event. Economicimpact studies focuses on the changes that take placeimpact studies focuses on the changes that take placein sale, income, jobs or other parameters generated byin sale, income, jobs or other parameters generated bythe event (Lindberg, 1996). The aim of every economicthe event (Lindberg, 1996). The aim of every economicimpacts study is to assess the net effect of staging theimpacts study is to assess the net effect of staging the

event in the area.event in the area.Significance of studySignificance of study

The research will benefit the destination in the followingThe research will benefit the destination in the followingways :ways :

Enhance the States competitive position within theEnhance the States competitive position within thecountry and put the city of Calabar on the globalcountry and put the city of Calabar on the globaltourism map.tourism map.

Generate a good image for the State as a touristGenerate a good image for the State as a touristdestination.destination.

Truly bring Calabar to limelight, showcase its brandTruly bring Calabar to limelight, showcase its brand


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Research Objectives:Research Objectives:The objectives of thisThe objectives of thisresearch are to:research are to:

Identify the demographic and socio-economicIdentify the demographic and socio-economicprofiles of the Calabar Carnival Festival visitors.profiles of the Calabar Carnival Festival visitors.

This information will help identify who the eventThis information will help identify who the eventconsumers are and to determine anyconsumers are and to determine anydifferences in their interests and eventdifferences in their interests and eventmotivations. The central focus is to determinemotivations. The central focus is to determine

the target market that the event attracts inthe target market that the event attracts inorder to enhance visitors experiences.order to enhance visitors experiences. Examine the spending pattern of the visitors onExamine the spending pattern of the visitors on

the day of the carnival and also get an overviewthe day of the carnival and also get an overviewof the accommodation pattern during their stayof the accommodation pattern during their stay

in the state.in the state. Determine visitors knowledge, awareness andDetermine visitors knowledge, awareness and

perception regarding the carnival.perception regarding the carnival. Ascertain the socio-economic impact of theAscertain the socio-economic impact of the

carnival and tourism benefits of the event incarnival and tourism benefits of the event inositionin the re ion.ositionin the re ion.


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Research Questions:Research Questions:The key aim ofThe key aim ofthe research is to assess the socio-the research is to assess the socio-economic impact of the Christmas festivaleconomic impact of the Christmas festivalto the city. The following researchto the city. The following researchquestions guide the case study:questions guide the case study:

What is the demographic profile of theWhat is the demographic profile of thevisitors at the carnival?visitors at the carnival?

What are the spending patterns ofWhat are the spending patterns ofspectators?spectators?

What are the visitors perceptions andWhat are the visitors perceptions andlevel of awareness regarding the event?level of awareness regarding the event?

Does the carnival impact positively theDoes the carnival impact positively thesocio- economic development of thesocio- economic development of the


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RESEARCH METHODOLOGYRESEARCH METHODOLOGY

The study site::The carnival is a product mix of theThe carnival is a product mix of theCross River State Christmas Festival. Cross River StateCross River State Christmas Festival. Cross River Stateis one of the 36 states of the Federal Republic ofis one of the 36 states of the Federal Republic ofNigeria. The state is located within the tropical rainNigeria. The state is located within the tropical rainforest belt of Nigeria. It lies between attitude 4forest belt of Nigeria. It lies between attitude 400 2828|| andand6600 5555|| North of Equator and longitude7North of Equator and longitude700 5050|| and 9and 900 2828||East of the Greenwich Meridian. It is divided into 18East of the Greenwich Meridian. It is divided into 18

Local Government Areas. The state has a totalLocal Government Areas. The state has a totallandmass of 22,342.18 km2, with a population oflandmass of 22,342.18 km2, with a population of2.888,966 (NPC, 2007). The people of the state are2.888,966 (NPC, 2007). The people of the state areknown for their warm and hospitality. The culture of theknown for their warm and hospitality. The culture of thepeople is expressed in various languages, dances,people is expressed in various languages, dances,

festivals and cuisines.festivals and cuisines.

Five bands were registered for participation in theFive bands were registered for participation in thecarnival. The bands include; (I) Bayside band, ii)carnival. The bands include; (I) Bayside band, ii)Freedom Band (iii) Master Blaster Band (iv) Passion 4Freedom Band (iii) Master Blaster Band (iv) Passion 4Band (v) Seagull Band. Each band has unique featuresBand (v) Seagull Band. Each band has unique featuresand concept. The membership of the Bands is open toand concept. The membership of the Bands is open to

all Nigerians and Non-Nigerians alike. At the end of theall Nigerians and Non-Nigerians alike. At the end of the


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The themes of the bands are shown below:The themes of the bands are shown below: Bayside Band:Bayside Band:The Bands theme is centered aroundThe Bands theme is centered around

the origin of man, nature, values and attributes of thethe origin of man, nature, values and attributes of theculture and heritage of the people.culture and heritage of the people.

Freedom BandFreedom Band: The Bands theme is centered on: The Bands theme is centered onmans freedom in all its fact. The Exodus of Israelites,mans freedom in all its fact. The Exodus of Israelites,freedom from colonialism, freedom from slavery,freedom from colonialism, freedom from slavery,democratic freedom and the fundamental human rightsdemocratic freedom and the fundamental human rights

Master Blaster BandMaster Blaster Band: The Bands theme is centred: The Bands theme is centredaround the promotion of mans sociability irrespectivearound the promotion of mans sociability irrespectiveof race, religion and nationality.of race, religion and nationality.

Passion 4 BandPassion 4 Band: The band centres its theme on: The band centres its theme onGenesis showing the beginning of things and creationGenesis showing the beginning of things and creation

of man and his splendor. It decries the destructiveof man and his splendor. It decries the destructiveforces in nature as always over-riding the constructiveforces in nature as always over-riding the constructiveones. The band advocates that mans naturalones. The band advocates that mans naturalenvironment be given adequate protection to save itenvironment be given adequate protection to save itfrom total destruction.from total destruction.

Seagull BandSeagull Band: The theme of the band is proudly: The theme of the band is proudly

l i


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Target Population:Target Population: The populationThe populationconsist all spectators to the event who are 20consist all spectators to the event who are 20years and above and who were found at theyears and above and who were found at thecarnival route acting as consumers of thecarnival route acting as consumers of the

event. The carnival route starts from the U.Jevent. The carnival route starts from the U.JEsuene stadium, through Mary Slessor, MarianEsuene stadium, through Mary Slessor, MarianRoad, and Murtala Mohammed Highway andRoad, and Murtala Mohammed Highway andback to the stadium. All those found watchingback to the stadium. All those found watchingthe carnival float along the route werethe carnival float along the route wereconceptualised as consumers of the event orconceptualised as consumers of the event orspectators. The spectators were divided intospectators. The spectators were divided intothree types; overnight spectators and residentthree types; overnight spectators and residentspectators and Day tripper spectators. Thespectators and Day tripper spectators. The

target population therefore consists oftarget population therefore consists ofovernighters, day trippers and residentovernighters, day trippers and residentspectators. Overnight spectators are those whospectators. Overnight spectators are those whospent at least one night at the destination forspent at least one night at the destination forthe purpose of this event. The day tripperthe purpose of this event. The day tripper

spectators are those who did not stay in thespectators are those who did not stay in thedestination for a ni ht. The resident s ectators

S l l i Th C i


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Sample selection:Sample selection:The ConvenienceThe Conveniencesampling method was used. This methodsampling method was used. This methodof sampling enables the researcher to getof sampling enables the researcher to geta gross estimate of the results withouta gross estimate of the results without

incurring the cost or time required toincurring the cost or time required toselect a random sample. The research wasselect a random sample. The research wasconducted using 500 spectators surveyconducted using 500 spectators surveyquestionnaires administered during face-questionnaires administered during face-to-face interviews.to-face interviews.

Procedure in administratingProcedure in administratingquestionnaire:questionnaire: In all there were twentyIn all there were twentyfield staff; six investigators and fourteenfield staff; six investigators and fourteentrained research assistants. The field stafftrained research assistants. The field staff

were given twenty five copies of thewere given twenty five copies of thequestionnaire each. They were assigned toquestionnaire each. They were assigned todesignated points along the Carnivaldesignated points along the Carnivalroute. The questionnaires wereroute. The questionnaires wereadministered by intercepting andadministered by intercepting and

interviewing spectators at such points.interviewing spectators at such points.


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Method of analysing data:Method of analysing data:TheThe

data analyses involved the use ofdata analyses involved the use ofStatistical Packages for SocialStatistical Packages for SocialSciences (SPSS) software whereSciences (SPSS) software where

statistical tests generated tables,statistical tests generated tables,bars, charts, and cross tabulation.bars, charts, and cross tabulation.

The data was analysed intoThe data was analysed into

conceptual categories based on theconceptual categories based on theconstant comparative method.constant comparative method.


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RESULTSRESULTS

Nature of spectatorsNature of spectators

Types of spectators

45.70%

7.70%

46.60%

Over night

spectators

Day trippers

Resident

spectators


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Gender of spectators

72.70%

27.30%

Male

Female


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Nationality of spectators

85.20%

14.90%

Nigerians

Foreigners


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Continent of spectators

33.90%

22.60%

19.40%

6.50%

12.90%

4.90%

Other African

countriesNorth

Americans

Europe

Oceanic

Asia

Other


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Spectators' group membership

29.30%

20.40%33.70%

11.30%

4.10%

1.20%

Alone

Friends

Family

Friends/family

Businessassociates

Government

delegates


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Spectators motivationsSpectators motivations

Primary reasons for visiting

destination

39.10%

42.10%

5.10%

5.10%

8.60%

Carnival

Visit

family/friends

Vacation

Business

Others


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Transportation to place where event is

taking place

44%

4.30%19.40%

7.40%

9.90%

8.00%

1.70%

5.30%Private carRented car

Air plane

Taxi

Bus

Bike

Trek

Others


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Influenced to attend event

0.00%10.00%

20.00%

30.00%

40.00%

Word

of

mouth

Known

abo

ut

Newspaper

/

magazine

Television

a

dverts Ra

dio

Intern

et

Othe

rs


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Perception of eventPerception of eventMean perception of event.

Safety of spectator

Infrastructure

Friendly locals

Refreshment

Faclitities

Inadequate parking

Attracted tourist

Well organised

Mean

4.5

4.0

3.5

3.0

2.5

2.0


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Overall spectator experience

38.40%

25%

15%

2.90%

18.70% Excellent

Good

Satisfactory

PoorI don't know


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Spectators attitudes andSpectators attitudes andattachment to eventattachment to event

Attend event last year

64.30%

31.70%

4.00%

Yes

NoDon't know


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Attend event next year

78.00%

6.70%

15.30%

Yes

No

Don't know


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Economic impactEconomic impact

Accommodation type used by

overnight spectators

57.10%

1.90%3.60%

11.30%

21.10%

2.20%

2.90%

Hotel

Motel

B/B& quest

houseHome stead

Friends/family

Holiday home

Others


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Nights spent by overnight

spectators

0.00%

20.00%

40.00%

60.00%

1-4 Nights 5-8 Nights >9 Nights


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Spectators spending

Items Amount (N)

Accommodation N 1, 430,000

Food N 1,678,000

Entertainment N 1,174,039

Gifts N 1,182,032

Communication N 1,120,000

Othes ( retails shopping,

gasoline,etc.)

N 534,000

Total N 7,118,975

Spectators suggestions in %


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Spectators suggestions in % Restrictions of movement 9 Use tour guides 1 Maintain 26th Dec date for event 2 Provision of casino 2 Increase number of bands 1 Increase Cultural content 19 Change carnival route 1 Create website for carnival l2

Provision of refreshment 1 Reduce the registration fee of bands 1 Early commencement of event 10

Improve planning and coordination 34 Civil servants should be paid December salary 3 Increase awareness though media promotion 31 The Government should act as a major stakeholder 14

Provide adequate security 7 Increase hospitality of the people 1 Participation by other states and countries 18 Private sector sponsorship 15 Spectators viewing point and seat outs/facilities 48


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Summary and conclusionSummary and conclusion

1)1) The results of this study have demonstratedThe results of this study have demonstratedthat there is a large market for the Calabarthat there is a large market for the Calabarcarnival. It has acted as a positive imagecarnival. It has acted as a positive imagebuilder for the statebuilder for the state..

2)2) The study also shows the diversities in theThe study also shows the diversities in theevent tourism market in terms of theevent tourism market in terms of thespectators demographic characteristics andspectators demographic characteristics andmotivations. The spectators are enlightened,motivations. The spectators are enlightened,educated, belong to an income group that caneducated, belong to an income group that can

be leveraged to maximize profit and marketbe leveraged to maximize profit and marketshare and attended event in the company ofshare and attended event in the company offamily members and friends.family members and friends.

4)4) The study shows that spectators haveThe study shows that spectators have

positive attitudes toward the event and mostpositive attitudes toward the event and mostwill likely engage in repeat visit.will likely engage in repeat visit.

6)6) The direct spectators spending obtainedThe direct spectators spending obtained


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6)6) The direct spectators spending obtainedThe direct spectators spending obtainedshows that there is a direct economic impact onshows that there is a direct economic impact onthe economy.the economy.

7)7) The Calabar Carnival in view of its nationalThe Calabar Carnival in view of its nationaloutlook has become an icon in the tourism mapoutlook has become an icon in the tourism mapof the state. This means it has the potentials toof the state. This means it has the potentials tocapture more of the market share in eventcapture more of the market share in eventtourism. The larger the market share, thetourism. The larger the market share, thegreater the economic impact resulting fromgreater the economic impact resulting fromvisitors spending.visitors spending.

8)8) Customers satisfaction was above average.Customers satisfaction was above average.These are success drivers of the success of theThese are success drivers of the success of theevent. There is still room for improvement;event. There is still room for improvement;otherwise the customers could easily be swiftotherwise the customers could easily be swiftaway by a better competing event oraway by a better competing event ordestination in the region or country. Thedestination in the region or country. The

destination and event organizers have thedestination and event organizers have the


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RecommendationsRecommendationsIn view of the above findings, the followingIn view of the above findings, the followingrecommendations have been made. Werecommendations have been made. We hopehopethat, if thesethat, if these issues are addressed, theissues are addressed, theCalabar Carnival will compete with other similarCalabar Carnival will compete with other similar

events in the world. Secondly, it will sustainevents in the world. Secondly, it will sustainably achieve the objectives for its formation:ably achieve the objectives for its formation:

1)1) During carnival floats, not all the bandDuring carnival floats, not all the bandmembers should participate. Band membershipmembers should participate. Band membershipshould be categorized, so that some can act asshould be categorized, so that some can act as

fans. Only a representative group shouldfans. Only a representative group shouldparticipate in the float. This will improve theparticipate in the float. This will improve thequality of each Band and reduce the time itquality of each Band and reduce the time ittakes for each band to match past. Bands fromtakes for each band to match past. Bands fromother states of the federation and beyondother states of the federation and beyondshould be registered for participation.should be registered for participation.


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2)2)The local content of the bands is low.The local content of the bands is low.The bands should portray concepts thatThe bands should portray concepts that

reflect the socio-cultural life of the peoplereflect the socio-cultural life of the peopleof Cross River State. The use of popof Cross River State. The use of popmusic should be discontinued. The bandsmusic should be discontinued. The bandsshould compose music that supports theirshould compose music that supports theirconcept. The music could be in English orconcept. The music could be in English orany of the dialects spoken in the state.any of the dialects spoken in the state.Imported idea or themes should beImported idea or themes should be

avoided. The danger of importation onavoided. The danger of importation onthose customers from these places wherethose customers from these places wherethe idea(s) is/are copied will feel nostalgicthe idea(s) is/are copied will feel nostalgicand disappointed. Event tourists wantand disappointed. Event tourists want

surprises that will delight them.surprises that will delight them.

3) Although spectators attitudes was positive3) Although spectators attitudes was positive


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3) Although spectators attitudes was positive,3) Although spectators attitudes was positive,the level of satisfaction was just abovethe level of satisfaction was just aboveaverage , the destination organizationaverage , the destination organizationmanagers and the carnival commissionmanagers and the carnival commissionshould intervene in the areas that acted asshould intervene in the areas that acted asdissatisfier to customers. These include:-dissatisfier to customers. These include:-

i)i) The absence of seat outs for wearyThe absence of seat outs for wearyspectatorsspectators

ii)ii) Visual occlusion by crowd of spectatorsVisual occlusion by crowd of spectatorswho encroached into the pass way. Thesewho encroached into the pass way. Theseoffended many spectators and deprivedoffended many spectators and deprivedthem of viewing the performance of some ofthem of viewing the performance of some ofthe bands.the bands.

iii) There should be good traffic controliii) There should be good traffic controlduring the event. Private car owners shouldduring the event. Private car owners shouldbe guided to where they can convenientlybe guided to where they can convenientlypark their cars, which should also be close topark their cars, which should also be close to

4)4) Planning of event should commence onPlanning of event should commence on


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4).4).Planning of event should commence onPlanning of event should commence ontime and should involve all shareholders.time and should involve all shareholders.Adequate publicity should be made aboutAdequate publicity should be made about

the event on television, radio, nationalthe event on television, radio, nationalnewspaper and magazine. Programme fornewspaper and magazine. Programme forthe event or brochure containing carnivalthe event or brochure containing carnival

information should be made available atinformation should be made available atmajor entry pointsmajor entry points intointo the destination,the destination,hotels, tourism information centres.hotels, tourism information centres.

5)5) The lack of data on the scope andThe lack of data on the scope and


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5)5)The lack of data on the scope andThe lack of data on the scope andextent of tourism economic impact canextent of tourism economic impact canaffect the level of commitment ofaffect the level of commitment of

policy-makers and stakeholders. Thispolicy-makers and stakeholders. Thisstudy has only been able to estimatestudy has only been able to estimatethe direct spending of a sample ofthe direct spending of a sample of

spectators. To estimate the actualspectators. To estimate the actualimpact in terms of total spectatorsimpact in terms of total spectatorsexpenditure, and other economic flowexpenditure, and other economic flow

ons such as employment, value addedons such as employment, value addedand income, the following informationand income, the following informationabout the destination must beabout the destination must beprovided:provided:

i)i) Visitor arrival: This would be done byVisitor arrival: This would be done by


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i)i) Visitor arrival: This would be done byVisitor arrival: This would be done byvisitor tracking at the major entryvisitor tracking at the major entrypoints into Calabar (tourismpoints into Calabar (tourism

barometer).barometer).

ii)ii) The collection of data andThe collection of data andcomputation of multipliers of thecomputation of multipliers of the

different economic sectors in the statedifferent economic sectors in the stateor region.or region.

iii) The establishment of a Stateiii) The establishment of a State

Tourism Satellite Account to provideTourism Satellite Account to providethe micro level data.the micro level data.

iv) To increase spectators participationiv) To increase spectators participation

in future economic impact study of thein future economic impact study of the


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Research team membersResearch team members


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PRINCIPAL INVESTIGATORPRINCIPAL INVESTIGATOR

Bassey Benjamin Esu (Ph.D),Bassey Benjamin Esu (Ph.D),Lecturer,Lecturer,Dept. of Marketing, University of Calabar.Dept. of Marketing, University of Calabar.

Nigeria.(08034740556Nigeria.(08034740556))

CO-INVESTIGATORSCO-INVESTIGATORS

MRS Vivian Mbaze-Ebock Arrey ( Ph.DMRS Vivian Mbaze-Ebock Arrey ( Ph.DTourism Student, South Africa)Tourism Student, South Africa)

Mr. Michael Akpang ( B, A; PGDM)Mr. Michael Akpang ( B, A; PGDM)

Mr. Christopher Ebri ( TourismMr. Christopher Ebri ( TourismJournalist)Journalist)

Mr. Martin Akeh ( Scientist, Ph.DMr. Martin Akeh ( Scientist, Ph.D

Student)Student)


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