The Context of Events in Destination Development: A Case of the Osun-Osogbo Cultural Festival

Abstract

In recent years, planning, promotion and hosting of events have been premised upon their socioeconomic benefits towards sustainable development of the host city. Hence, this article focuses on the impact of events in destination development, with specific evaluation of the Osun Osogbo Cultural Festival Event as a case study. The study analysed the perceptions of visitors and other key stakeholders regarding the socio-economic contributions of the Osun Osogbo Cultural Festival to the development of Osogbo the Osun state capital. A mixed method approach was adopted with survey questionnaires, interviews and direct observation carried out as methods of obtaining data. Altogether, 150 visitors, and 15 key stakeholders raging from community leaders, organisers and government functionaries took part in the investigation. The result indicated that the festival attracted visitors across the world, with huge economic spin offs as a result of their spending during the festival. It also shows that the festival projects a positive image for the city of Osogbo and Osun State in general. Furthermore, the study also identified lack of innovation and strategic plan towards the planning and marketing of the festival to the outside communities as one of the major challenges confronting the event. The study therefore concludes by recommending mutual partnership and collaboration amongst the key stakeholders in the planning, organisation and promotion of the festival in order to derived optimum benefits from it.