ABSTRACT
Lagos State in Nigeria is endowed
with a rich culture, however its contribution to event tourism is not known.
The purpose of the study was to determine the contribution of the theatre
festival on event tourism development in Lagos State, Nigeria. The objectives
of the study were: to profile theatre festival products and their effects to
event tourism development, to establish the strategies adopted to create
awareness on theatre festivals to develop event tourism and to evaluate the
influence of theatre festivals on event tourism development in Lagos State,
Nigeria. The study adopted descriptive research survey design to collect
primary data using a mixed quantitative and qualitative method. The study
targeted a population of 517 who comprised of 500 members of three theatre
festival associations and 17 government officials. Slovin’s formula was used to
proportionately select a sample size of 347subjects from a target of 500 theatre
association members. Simple random sampling method using lottery method was
used to select the members of the theatre associations’ respondents. In
addition, purposive sampling method was used to identify government official as
expert respondents. The study used structured questionnaires to collect primary
data from the theatre associations’ respondents, while the interview schedule
was used to solicit information from government officials. Data collected from
members of the theatre associations were cleaned, coded and entered into
Statistical Package for Social Sciences for descriptive statistical
analysis. In addition, multiple
regression analysis was conducted to assess the relationship between
independent and dependent variables. The findings of descriptive quantitative
analysis were presented in tables and charts. Qualitative primary data
solicited from government officials were thematically analysed and presented as
key voices and verbatim reporting. The study, in conclusion, found that there
is a variety of theatre festivals held in Lagos State. However, the theatre
festivals, awareness strategies and their influence to tourism contributed to
21.0% to the development of event tourism in Lagos State. Though the three
variables explored contributed little to event tourism development types of theatre
festivals contributed the most (Beta=0.222) while awareness strategies of theatre
festivals (Beta=0.033) contributed the least.
The study recommends that the Nigeria Federal and State government
together with stakeholder need to come up with policies and programmes to
identify and promote theatre festivals as an event tourism product. The study
also recommends for international marketing of the rich these theatre festivals
reach the global customers. The findings will benefit the Nigeria Federal and
State government together with stakeholders with vital information on the state
of theatre festivals in Lagos State. This vital information will help Nigeria
Federal and State government to develop policies and programmes for developing
event tourism. The private sector, NonGovernmental Organisation and other
stakeholders may use this document to identify opportunities for investment in
cultural event tourism. Finally the study will benefit the world of academia
since it will add to the literature on culture and event tourism.
TABLE OF CONTENTS
CHAPTER ONE
INTRODUCTION
1.1
Background of the Study
1.2 Statement
of the Problem
1.3
Purpose of the study
1.4 Objectives of the Study
1.4.1 General
objective
1.4.2 Specific
Objectives
1.5 Research Questions
1.6 Significance of the Study
1.7 Scope of the Study
1.8
Limitation of the Study
1.9
Conceptual Framework
CHAPTER TWO
LITERATURE REVIEW
2.1 Introduction
2.2
Types of Theatre festivals and its
importance to Event Tourism
2.3
Strategies of Creating on Awareness
of Theatre festival
2.4 On Determining the Benefits of Theatre festivals Event on Tourism Development
2.4.1 Socio-Economic
Benefits of Theatre festivals Event on Tourism Development
2.4.2 Negative
Benefit of Theatre festivals on Event Tourism Development
2.5 Theoretical Framework
2.5.1 Event
Tourism Portfolio
2.6
Summary of Literature Reviewed and
Gap
CHAPTER THREE
RESEARCH METHODOLOGY
3.1 Introduction
3.2 Research
Design
3.4 Target
Population of the Study
3.5
Sampling technique
3.6
Data Collection Instrument
3.6.1 Questionnaire
3.6.2 Interview
Schedule
3.7
Validity and Reliability of
Instruments
3.7.1 Instruments Validity
3.7.2 Instruments
Reliability
3.8
Pre-Testing
3.8.1 Test of Internal Consistency
3.9
Data Collection Methods
3.10
Data Analysis and Presentation
3.10.1 Measurement of Variables
3.11
Ethical considerations
CHAPTER FOUR
DATA ANALYSIS AND PRESENTATION OF RESULTS
4.1 Introduction
4.2 Response Rate
4.3
Respondents’ Demographic Profiles
4.3.1 Age of
Respondents
4.3.2 Gender
Distribution
4.3.3 Level
of Education
4.4 Theatre
festival Products and their importance to Event Tourism Development
4.4.1 Type
of Theatre festivals
4.4.2 Attendees
of Theatre festival
4.4.3 Development
Status of the Theatre festival as a Tourism Product
4.4.4 Importance
of Theatre festival Products in Event Tourism Development
4.5 Strategies
Adopted to Create Awareness on Theatre festivals to Develop Event Tourism
4.5.1 Stakeholders
involvement in Theatre festival Development
4.5.2 Strategies
Adopted to Create Awareness of Theatre festivals
4.5.3 Role
of Stakeholders on Awareness of Creation of Theatre festivals in Developing Event Tourism
4.5.4 Influence
of Strategies Adopted to Create Awareness on Theatre festivals to Development of Event Tourism
4.6
Benefits of Theatre festivals on
Event Tourism Development
4.6.1 Benefits
of Theatre festival on Event Tourism Development
4.6.2 Benefits
of Theatre festivals to community
4.7 Relationship
between Independent Variables on the Dependent Variable
4.7.1
Regression Analysis on
Relationship Between Independent Variables on the Dependent Variable
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
5.1 Introduction
5.2 Summary
of the Study findings
5.2.1.
Profile of Theatre festival
Products and their Effects to Event Tourism Development
5.2.2 Strategies used to Create Awareness on Theatre
festivals to Develop Event Tourism
5.2.3 Benefit of Theatre festivals to Event Tourism
Development
5.3 Conclusion
5.3.1 Conclusion for objective one
5.3.2 Conclusion for objective two
5.3.3 Conclusion for objective three
5.4 Recommendations
5.5 Recommendation
for Further Research
REFERENCE
QUESTIONNAIRE
CHAPTER ONE
INTRODUCTION
1.1 Background
of the Study
Tourism is one of
the major sources of income in the world, today, and an important export
industry. International tourist arrivals reached a record of 982 million, an
increase of 4.6% in
2010, while receipts grew by 3.8% to US$1.030 billion
(UNWTO, 2016). According to
World Travel and
Tourism Council Travel & Tourism Economy employment is estimated at
1,375,000 jobs in 2009, 6.4% of total employment, or 1 in every 15.6 jobs. By
2019, this should total 1,811,000 jobs, 7.3% of total employment or 1 in every
13.8 jobs. The 443,000 T & T direct industry jobs accounted for 2.1% of
total employment in 2007 and are forecast to total 581,000 jobs or 2.3% of the
total by 2019 (WTTC, 2016).
WTTC (2016) estimates revenue related tourism and travel in
Nigeria will exceed $10 billion
2015 and will account for approximately 6% of the GDP. In a
related development, United
Nations World
Tourism Organization (UNWTO, 2012) observed that contribution of the Tourism
sector to Nigeria government earning revenue from VAT levies recorded at N1149
billion in 2014 is considered to grossly understate the actual level of revenue
received. One then wonders what is hampering the full event tourism
development. Of the estimated 1.6 billion tourists arrivals projected for 2020
which will generate billions of foreign exchange, how many are Nigerians
expecting?
Event tourism
development is the systematic planning, marketing, and hosting of events
elementarily as tourist attractions. Event tourism development research is up
to date and inadequately developed in Lagos State, Nigeria. The development is
essentially driven by objectives related to economic benefits. Indeed, there
has been significant research into events in general. The focus on contribution
of theatre festivals only has been so significant that the related personal,
cultural, and social development have not gotten significant interest
especially in Lagos State nigeria. Getz (2012) asserts that theatre festivals,
event tourism and its development should make out the requisite inputs in terms
of event tourism development. The inputs include what goes into actualizing
contribution of theatre festivals on event tourism development, the related
bidding costs, development of facilities, marketing, and cultural events
transformation processes. As well, when considering contributions of theatre
festivals and event tourism development management, one should consider the
outcomes of the theatre festival events whether they are the desired ones or
otherwise. In the extant literature, theatre
festival events on tourism development are measured as a subjective element,
largely through interviews.
Theatre festivals
are important niche tourism product. Many destinations globally rely on natural
and physical products such wildlife, beach, mountains, lakes, and parks.
Culture provides opportunities for contribution of theatre festivals on event
tourism product development. In Nigeria, this has been identified with some
policy and planning documents that are involved in the formulation and implementing
these policies. According to 2013 tourism policy, the Nigeria Tourism
Development Corporation (NTDC) and the Ministry of Information, Culture and
Tourism are charged with the responsibility of promoting, marketing, planning
and management of various festivals and tourism destinations in Nigeria.
Thus, this is yet to
be achieved because of lack of development and international recognition. The
establishment of NTDC was to provide a way of boosting the economic, political,
environmental, and social activities and also promote tourism potentials that
are untapped.
Some
organization such Hospitality and Tourism management of Nigeria (HATMAN) and
National Association Hotel and tourism are responsible for the training of
personnel for the tourism industry and management of tourism destination.
Contribution of theatre festivals have significance
importance on the development conferences, seminars, exhibition and workshop on
theatre festivals as well as a weapon for attracting tourist thereby, building tourist image within the different communities (Quinn,
2013). They are entertaining since they are usually.They help in passing
religious content across. They help teach people particular social values. Theatre
festivals also bring important benefits for the local community because they
help to create a sense of belonging and recognition of the environment (Susic
& Dordevic, 2013). Furthermore, the festivals are image makers and the
raison d'être of city festivals that attract visitors and serve to raise the
profiles of cities or regions (Quinn, 2013). They help create lasting cultural
images and awareness.
Cultural tourism
(or culture tourism) is the subset of tourism concerned with a country or
region's culture, specifically the lifestyle of the people in those
geographical areas, the history of such people and their art; architecture;
religion(s); and other elements that helped shape their way of life. It can
also include tourism in rural areas showcasing the traditions of indigenous
cultural communities (i.e. festivals, rituals) and their values and lifestyle,
as well as niches like industrial tourism and creative tourism. It is generally
agreed that cultural tourists spend substantially more than standard tourists
do (Richards, 2016).
Theatre festivals
are associated with key calendar moments and linked specifically to particular
seasons and heritage sites which should provide an avenue of festivals and
event tourism development. Over the last decade, these have been changed and
developed upon. There is now a broad and diverse range of festivals events
taking place all over the world (Getz, 2012). Festivals provide tourists the
opportunity to see how the local communities celebrate their culture and how
this affects the community development, it also helps the visitors to interact
with the host community and help people to enjoy and meet their leisure needs
(Getz, 2012).
Theatre festivals tourism (or culture
tourism) is the subset of tourism concerned with a country or region's culture,
specifically the lifestyle of the people in those geographical areas, the
history of such people and their art; architecture; religion(s); and other
elements that helped shape their way of life. It can also include tourism in
rural areas showcasing the traditions of indigenous cultural communities (i.e.
festivals, rituals) and their values and lifestyle, as well as niches like
industrial tourism and creative tourism. It is generally agreed that cultural
tourists spend substantially more than standard tourists do and these were
found not contributing to the development of event tourism in Nigeria
(Richards, 2016).
However,
festivals are considered to contribute significantly to the cultural and
economic development wealth of a Nation.
Festivals have a major impact on the development of cultural tourism to
the host communities. The festival organizers are now using the historical and
cultural themes to develop the annual events to attract visitors and creating a
cultural image in the host cities by holding festivals in the community
settings.
Ugwu (2014)
opines that the ultimate meaning and crucial significance of festivals in the
life of traditional Africans lies with the indigenous world-view, which is
holistic, sacred and religious in character. Okpoko (2014) inferred that
contributions of festivals should hold a great promise for contribution of theatre
festivals events on tourism development”. Festivals attract as many tourists as
fixed cultural attractions. Emphasizing more on the role of festivals in
tourism development, Okpoko (2014) argued that African countries like Nigeria
have theatre festivals that are rich in mythology, which can be harnessed to
generate revenue.
Tourism gives economic benefits to a
region (i.e.) small and medium-sized enterprises’ development, the creation of
new jobs, provision of infrastructures etc. and this will, therefore,
contribute to theatre festivals and event tourism development. Culturally,
tourism can enhance the enrichment of the community; this is attributed to the
meeting of different cultures (Adora, (2013) and Obafemi (2013). Also, tourism
can positively contribute to the maintenance of natural environment by
protecting, maintaining national parks and other protected areas (Okonkwo &
Odum, 2014). Festivals are seen to
contribute importantly to the cultural and economic development, which can have
a major influence on the development of event tourism, especially to the host
communities. Festival organizers use the event tourism to express the
relationship between identity and place and play an important role of civic
consciousness. Festivals are an important expression of human activity and
contribute to the social and cultural life of their host communities (Raj
&Vignali, 2013).
The festival events are seen as a significant
weapon for attracting tourist and building the tourist s image within the
different communities (Susic & Darvic, 2012). Furthermore, festivals are
said to function as an image maker and the raison d”etre of city festivals that
attract visitors and it serve to raise the profile of the city or region. It is
in the same vain that Mayfild and Crompton (2013), Quinn (2013) see festivals
and events as the fastest growing tourist attraction in the whole world
today.
In
addition, Ekanayake and Lonng (2012) observed event as a special type of
tourism, which involves arranging and holding events to meet multiple tourist
needs and helps extend the range of tourist products and boost event tourism
development in the destination country. A destination might have potential
elements for tourism growth and development in which the only thing needed is a
guidance and proper execution in an organized manner, (Godfrey & Clarke 2013).
Okpoko and Okpoko, (2014) have inferred that festivals hold great promise for
tourism development. Of particular note in Nigeria and Lagos State, the Regatta
festival is deep in culture and rich in tradition. However, Chio and Sikara
(2012) opined that in Nigeria if tourism event was inappropriately planned it
could destroy the very resources that are the foundation to the event
development of the given area. According to Ngoka (2014) in Nigeria, there are
challenges of marketing the state as a leisure destination as well as event
venues. Other challenges include lack of properly packaged and branded
destination, and lack of coordinated and consistent approach to positioning and
promotion of Nigeria as a destination. While Lagos State, being a miniature Nigeria
all the above and applicable to it.
1.2
Statement of the Problem
A number of
studies have been done on event tourism and theatre festivals in Nigeria.
Obioma (2013) studied theatre festivals of local communities in Nigeria and
found out that local communities hosting these festivals are ignorant of the
importance of theatre festivals as a tourism event. Olekesusi (2012) studied
demand and supply factors in the Nigerian tourism industry and found out that
there are inadequate tourism attraction measures that can bring investors on
board and there aren’t enough infrastructures to support event tourism. Viviers
(2014) found out that theatre festivals can affect significantly the lives of
host communities if the residents are enthusiastic about festivals happening in
their localities. Theatre festivals and events are becoming alternative tourist
attractions globally due to change of tourist tastes. Small, Edwards &
Sheridan, (2005) observed that most of the available studies have focussed on
measuring economic impact of theatre festivals and event tourism. UNEP (2013)
noted that theatre festivals can be a source of tourist attraction to culture
tourists and this can promote exchange of culture between tourists and local
communities. A study by Delamere (2013) on event festivals, found out that
event festivals have a significant contribution by creating a positive cultural
effect in the community. Several studies have pointed to inconsistent and
limited findings on influences of cultural and event tourism and their effect
on job creation and social economic development, as well as local communities
lacking awareness on the importance of event or cultural tourism (Ayeni and
Ebohon (2013), Yasarata (2010) and Igbojekwe et al, 2014).
Most of the
studies focus on economic contribution of theatre festivals to host
communities, factors that affect theatre festivals as tourism attraction and in
general, factors influencing event tourism development. There is limited
literature on contribution of theatre festivals to event tourism and therefore
this study sought to fill this gap in literature by establishing the
contribution of theatre festivals to event tourism in Lagos State,
Nigeria.
1.3 Purpose
of the study
The purpose of
the study was to determine the contribution of theatre festivals to event
tourism development in Lagos State, Nigeria.
1.4 Objectives
of the Study
1.4.1 General objective
To investigate
the contribution of theatre festivals on event tourism development in Lagos
State, Nigeria
1.4.2 Specific Objectives
This study was guided by the following specific objectives:
i. To profile theatre festival products and their
importance on event tourism development in Lagos State.
ii.
To establish the strategies adopted to create awareness
on theatre festivals to develop event tourism in Lagos State
iii.
To examine the benefits of theatre festivals on event
tourism development in Lagos State
1.5 Research
Questions
1.
What are the types of theatre festival products
available in Lagos State and how important is it to event tourism development?
2.
What strategies have been adopted in Lagos State
to create awareness on the theatre festivals to develop event tourism?
3.
How do theatre festivals benefits event tourism
development in Lagos State?
1.6 Significance
of the Study
The government and the affiliated state
agencies are major stakeholders involved in tourism development. The study
findings highlighted the factors that can contribute to event tourism
development of the host communities, state and Nigeria in general. The
government has the responsibility of formulating policies, planning and
execution, marketing and promotion of tourism related activities at the
national level. And as such, the study findings would be of great importance to
the government and affiliated state agencies to formulate policies to exploit
the contribution of theatre festivals to develop event tourism in Lagos State,
Nigeria.
The study will also benefit the private
sectors who are also major stakeholders of tourism development. The study
findings will benefit them since it will inform them on the opportunities
available in theatre festival events and engage tourism business. The local
community is an important stakeholder in tourism development since they own
tourism attraction resources. The findings of this study will go along in
offering first-hand information on the status of theatre festivals in Lagos
State that will help the community to develop theatre festivals.
1.7 Scope
of the Study
This study was
restricted to the contribution of theatre festivals to the development of event
tourism in Lagos State, Nigeria. The study only focused on profiling the theatre
festival products and their benefits on event tourism development, strategies
adopted to create awareness on theatre festivals and the benefits of theatre
festivals to develop event tourism. Research data was collected from three
major theatre festival associations involved in theatre festival events in Lagos
State in November and December 2016. The study targeted 347 respondents who
comprised of members of three theatre associations. The study also involved 10
Nigeria Federal Ministry of
Culture and Tourism and seven (7) Lagos State government tourism
officials. These however, constitute a total of 364 respondents involved in the
study.
1.8 Limitation
of the Study
The study also experienced challenges of collecting data from the
respondents due to limited time frame of this study. This resulted on extension
of data collection beyond the scheduled time because of the unforeseen
circumstances such as geographical spread and large number of respondents. This
limitation was alleviated by incorporating more research assistance. The local
communities were not cooperative enough because they believe that the
researcher was going to make money out the work. This constraint was solved by
ensuring them the study was purely an academic exercise meant to develop new
knowledge in the field of event tourism.
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