Ninth International Conference on Tourism & Leisure Studies

Abstract

Cultural festivals are an important factor for many hoteliers when it comes to forecasting occupancy rates and bookings. This study examines the influence of the Osun Osogbo cultural festival event on hotel occupancy rates and bookings in Osun state, Nigeria. This festival is one of the most significant cultural events in Nigeria, it is a week-long event celebrated annually in August, in Osogbo, Osun state capital. Data were collected from tourism agencies and four major hotels in Osogbo. The findings show that the Osun Osogbo cultural festival has a great influence on hotel occupancy rates and bookings in Osun state; the study also reveal that the influence of the cultural festival has on hotel occupancy will depend heavily on event features such as; size of the event, location, and availability of alternative accommodation options. The study concludes that cultural festivals could be used as a tool to boost hotel occupancy rates for the economic growth of the state. It is therefore recommended that the government should create the necessary policy frameworks and support to explore the economic potentials of cultural festival events for the benefit of Nigeria at large.