ATTENDEES' SPENDING BEHAVIOR AND SATISFACTION DURING CALABAR CARNIVAL IN CROSS RIVER STATE, NIGERIA

Festivals are important cultural events that promote expression, social bonding, and economic activity worldwide. They function as cultural artifacts that preserve traditions and identities and are often tied to historical, religious, or seasonal practices (Sarghe, 2019; Gligorijević, 2022; Wang, Rowlands & Zhu, 2021). In Nigeria, festivals such as the Durbar, Osun-Osogbo, New Yam, and the Calabar Carnival highlight the nation’s cultural diversity through music, dance, masquerades, and traditional rites (Adeola, 2020; Akpulu, 2021; Eja, Ajake & Ojikpong, 2012). The Owu-Arugbo festival in Bayelsa similarly showcases wrestling, regattas, and ancestral rituals that reinforce communal heritage (Woodall, 2022; Guanah, 2023). These events enhance cultural continuity while generating economic benefits through tourism and cultural participation (Dwyer, 2022; Eja et al., 2012). Attendee satisfaction at festivals depends heavily on performance quality, service delivery, and event management (Lee, 2017; Welthagen & Lötter, 2020). High-quality cultural experiences and social interaction also increase satisfaction (Fiedler & Wickham, 2022). Spending behavior is shaped by demographic factors and motivations, with younger or higher-income attendees spending more on festival activities (Ho, Tiew & Adamu, 2022; Hsu, Agyeiwaah, Lynn & Chen, 2021). Effective marketing, accessibility, and diverse programming further boost expenditure (Kim & Barber, 2023; Koumoutsea, Boufounou & Mergos, 2023). West African festivals such as the Calabar Carnival, Homowo, and Fête du Vodoun serve as cultural showcases and key economic drivers (Gamble, 2022; Balogun, 2023). Satisfaction is influenced by expectations, cultural value, and socio-economic diversity among attendees (Ahn, Choi & Joung, 2020; Crowe, 2020; Eniola, 2024).