Social Media as a Destination Marketing Tool for a Sustainable Heritage Festival in Nigeria: A Moderated Mediation Study

Abstract

This study explored how social media is used as a destination marketing tool for the sustainability of heritage festival quality in Nigeria, drawing on the theory of planned behavior. The festival, which is an exploration of heritage, was specifically premeditated to celebrate the slave trade period by highlighting the unique connection of African American history to the diaspora ancestors who were literally taken away as slaves through “the point of no return” in Badagry, Nigeria. A structured questionnaire was utilized as a research instrument to gather information aimed at examining the influence of social media (SM), website quality (WQ), and online word of mouth (eWOM) on tourists’ festival satisfaction (FS) and festival revisiting intention (FRI). Data were gathered from samples of 473 diaspora tourists at Badagry Diaspora Festival in Nigeria and analyzed using partial least square structural equation modelling (PLS-SEM) with the aid of WarpPLS (7.0). The findings of the study revealed that social media (SM), festival quality (FQ), website quality (WQ), and electronic word of mouth (eWOM) had a positive and significant relationship with tourists’ festival satisfaction. Additionally, this study found that festival quality had a positive impact on the intention of the tourists to revisit the Badagry Diaspora Festival because tourist attitude is influenced by the socio-cultural background of tourists. Moreover, the result revealed the partial mediating effect of festival satisfaction in the relationship between (a) SM, (b) FQ, (c) WQ, and (d) eWOM and tourists’ festival satisfaction. Similarly, cultural motivation was also found to mediate the relationship between tourists’ festival satisfaction and festival revisiting intension (RI). Based on the findings, the implications of the festival sustainability and future research directions were discussed.

A bibliometric analysis of research on tourism content marketing: Background knowledge and thematic evolution

“…This theme reflects that visitors are interested in the characteristics of the information source and the value derived from the information. Tourists require information about what they can expect to experience at the destination, such as the quality of service [ 103 ] or the quality of the destination [ 104 ].…”

Evolución de la investigación científica sobre electronic word of mouth en la industria del turismo: un análisis bibliométrico

“…Aunque la literatura académica ha demostrado la importancia que tiene el eWOM en la gestión y el rendimiento de diversos sectores como salud, retail y automóviles (Abubakar et al, 2017), el impacto que presenta para la industria del turismo es indiscutible. Incluso, Arasli et al (2021) no temen afirmar que las revisiones y recomendaciones en línea son el factor más importante que tiene en cuenta el consumidor a la hora de elegir un producto o servicio turístico. Asimismo, las organizaciones turísticas aprovechan esta información electrónica para recibir retroalimentación de sus clientes a fin de adaptar y mejorar sus ofertas de valor (Beneke et al, 2015).…”

Interest in Revisiting Yogyakarta City Among Generation Z

“…Revisit intention can be explained by the Theory of Planned Behaviour (TPB), as a person's intention to return to a place or do an activity again (Ajzen & Fishbein, 1980). Based on this theory, revisit intention is a consumer attitude that comes from the overall experience of consuming or using a product or service that triggers the customer's desire to come back.…”