Tourists’ Satisfaction with Cultural Tourism Festival: a Case Study of Calabar Carnival Festival, Nigeria

Abstract

This study investigated the relationship between tourists' overall satisfaction and cultural festival attributes. The Calabar carnival festival was used as a case study. A Sample of 500 spectators were used for the study .Nine festivals attributes (organisation, promotion, facilities, shopping, facilitates, refreshment, food, infrastructure, environmental ambience and safety and security) were investigated out of which four showed significant relationship with overall satisfaction. Demographic variables revealed little or no dependence difference on overall satisfaction. No significance difference was found on the perception of cluster membership based on demographic variables. Only few behavioral variables show significant differences in perception of cluster member's. The implication of findings on festival marketing was analyzed.