social media marketing the african door of return

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Co-Editors

Dr. Cihan Cobanoglu, University of South Florida, USA Dr. Valentina Della Corte, University of Naples Federico II, Italy

ADVANCES IN GLOBAL SERVICES AND RETAIL MANAGEMENT: VOLUME 2

ISBN 978-1-955833-03-5

*Authors are fully responsible for corrections of any typographical, copyrighted materials, technical and content errors.

University of South Florida M3 Center Publishing

https://digitalcommons.usf.edu/m3publishing/vol5/iss2021/36DOI: https://www.doi.org/10.5038/9781955833035

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Co-Editors

Dr. Cihan Cobanoglu, University of South Florida, USA Dr. Valentina Della Corte, University of Naples Federico II, Italy

ISBN 978-1-955833-03-5

© USF M3 Publishing 2021

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Arasli et al.: Social media marketing the African door of return experience in Badagry-Nigeria

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Associate Editor

Dr. Seden Dogan, Ondokuz Mayis University, Turkey Dr. Muhittin Cavusoglu, Northern Arizona University, USA

Assistant Editor

Dr. Faizan Ali, University of South Florida, USA Dr. Resat Arica, Adiyaman University, Turkey Dr. Alaattin Basoda, Aksaray University, Turkey Dr. Lisa Cain, Florida International University, USA Dr. Giovanna Del Gaudio, University of Naples Federico II, Italy Dr. Rab-Nawaz Lodhi, University of Central Punjab, Pakistan Dr. Bendegul Okumus, University of Central Florida, USA Dr. Antonella Miletti, University of Naples Federico II, Italy Dr. Gozde Turktarhan, University of South Florida, USA

Editor Assistants

Ipek Itır Can, Anadolu University, Turkey Filiz Dalkilic Yilmaz, Nevsehir Haci Bektas University, Turkey Eda Hazarhun, Dokuz Eylul University, Turkey Gamze Kaya, Mersin University, Turkey Oguz Kiper, Sakarya Applied Sciences University, Turkey Basak Ozyurt, Trakya University, Turkey Gokhan Sener, Necmettin Erbakan University, Turkey

*Authors are fully responsible for corrections of any typographical, copyrighted materials, technical and content errors.



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Social Media Marketing the African Door of Return Experience in Badagry-Nigeria

Huseyin Araslı1, Maryam Abdullahi2, and Tugrul Gunay2

1Norwegian School of Hotel Management Stavanger University, Norway

2Department of Tourism and Hotel Management Eastern Mediterranean University, Northern Cyprus

Abstract

This study examines the role of social media in promoting the standard of return festivals and revisiting intentions in Badagry, Lagos, Nigeria. The festival, also known as the Door of Return festival, is a cultural event commemorating 400 years of African ancestors who were forcibly taken away as slaves and are now back to their mother land as queens and kings. The African ‘door of experience’, which took place in Lagos Nigeria is the 3rd door of return ceremony reflecting the significance of the slave trade activities that took place in the ancient town of Badagary. Data was collected in Badagry from sample of 473 and analyzed using structural equation modeling. The DMOs website was also observed to monitor the presence of the DMOs and their relationship with customers. The results revealed that DMOs are still exploring social media marketing skills on festival quality and revisiting intension to promote cultural tourism product in capturing both international and domestic tourists. It was recommended that improving the festival website and enhancing the DMOs digital marketing competence will help create unique festival experience and effectiveness of the festival as the bottom-line is to delight the African Americans and other visitors as well as stimulate a profitable return visit to the door of return festival in the future.

Keywords: door of return, destination marketing organizations (DMOs), festival, social media, Nigeria, and tourist's satisfaction

Recommended Citation: Arasli, H., Abdullahi, M., & Gunay, T. (2021). Social media marketing the African door of return experience in Badagry-Nigeria. In C. Cobanoglu, & V. Della Corte (Eds.), Advances in global services and retail management (pp. 1–18). USF M3 Publishing. https://www.doi.org/10.5038/9781955833035

Introduction

The leisure and tourism industry have embraced Social Media (SM) as an essential marketing tool for promoting the “Door of Return Festival” in Badagry-Nigeria as an essential feature of cultural tourism (Gretz, 2008; Pino et al., 2019). Social media have developed as a modus operandi and/or an influential method of communication in the 21st century (Lang-Faria & Elliot, 2012). Social media platforms are crucial where users can indicate to be members, generate profiles and build a personal web connection with friends and relations to share their content as information has practically become the social media technology platform (Xiang & Gretzel, 2010). The marketing communications environment has transformed considerably in the last decade and has also altered the way Destination Marketing Organizations (DMOs) interact with diaspora tourists (Hudson & Hudson, 2013; Hays et al., 2013). It can be deduced that social media seems to be a strategic tool


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that plays significant role in managing the tourism and hospitality industry. Hence, DMOs are hubs devoted to the production of a memorable travel experience (Lee & Gretzel, 2014; Foetezza & Pencarelli, 2018).

Likewise, the 3rd door of return festival which is soften referred to as the African Door of experience took place in Banditry from the 15-20th 0ctorber 2019, it is an initiative of the Lagos state government in collaboration with Nigerian Diaspora commission (NIDCOM), African renaissance foundation. The NIDCOM was created by the Nigeria government in 2019 to intermediate the relationships with Nigerians diaspora all over the world for peaceful co-existence and mutual development benefits of the Diasporas and the Nigerian homeland. So therefore, cultural tourism has become an indispensable feature of cultural tourism (Richards, 2018). The African Door of Return festivals has offered the DMOs a way to celebrate the cultural heritage which includes a variety of themes such as music, art, culture, food and beverage, religion, and sports (Maeng, Jang, & Li, 2016). The door of Return festivals is recognized as an effective strategy for the host destinations to gain several potentials for economic, social, and cultural benefits (Apostolakis & Viskadouraki, 2017). Previous studies demonstrated that customers are attracted and retained when their needs are met, which in turn persuades them to express their satisfaction to others (Seyfi, Hall, & Rasoolimanesh, 2020). In tourism destinations management, adding value to tourist satisfaction level has proved to influence and encourage festival return intention (Lee, Jeon, & Kim, 2011). Scholars have contributed to the growth and predictors of social media marketing and revisiting intention in tourism literature this is because assistive and mobile technologies have become more widespread in tourist’s application. Tourists are more empowered to organize their own itineraries on the basis of more personalized criteria using a wide range of information sources outside the traditional channels and with both the media and social media playing an increasingly prominent role (Llodrà-Riera, Martínez-Ruiz, Jiménez-Zarco, & IzquierdoYusta, 2015). For example, researchers have discovered that the effects of social media in marketing is significant on destination marketing in various capacities Hudson & Hudson,2013; Hudson et al, 2015), festival validity (Castéran & Roederer, 2013; Shen, 2014), festival quality (Wong, Wu, & Cheng, 2012; Wu, Wong, & Cheng, 2015), festival value (Lee, Petrick, & Crompton, 2007; Yang, 2018), and festival satisfaction (Grappi & Montanari, 2011; Wu & Ai, 2016; Tanford & Jung, 2017). On revisiting intention to the festival is an essential marketing element for DMOs (Lee, 2014; Mason & Paggiaro, 2011). Additionally, it is widely acknowledged that satisfaction can lead to revisiting intention (Lee & Back, 2008; Kim et al., 2017).

Previous studies by Zeng and Gerritsen, (2014) carried out a research in 42 countries according to Social media usage in different countries by continent to specifically understand the leading country using social media and tourism research. The regions researched on were mainly in Europe, Asia and North America and Africa. The study however revealed that the Asian countries are the primary focus and leading researchers in social media and tourism by 36%, North America with 26%, Oceania 8%, South America 5%, and Africa identified as the least country using social media and tourism research by 2%. There are 54 countries in Africa this is grossly inadequate. Given these findings, our study focused on the use of social media on diaspora Door of Return festival quality and revisiting intention in Africa and particularly Nigeria drawing on SIT to examine the relationships to address the various gaps in social media marketing and tourism management literature. However, from the aforementioned results, the objectives of this study have been successfully obtained because this study aim to fill this gap by focusing on social media and heritage door of return festival in Africa and particularly Nigeria. Due to the insufficient supply



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of human resources, capital, and inadequate levels of infrastructure and superstructure, it was impossible to use resources efficiently and effectively to create competitive advantage of the Nigerian tourism sector in the international market. Currently, Nigeria’s tourism marketing position, with particular reference to the diaspora festival, in tourism destination is still quite low (Popesku, 2014).

The festival has offered African American and diaspora a homeland and place of significance for identity and the promotion of roots tourism (Brubaker, 2005; Bruner, 1996). Social media marketing and the Door of Return is a relatively a new phenomenon, to the best of the authors knowledge no any empirical research has been carried out on the African door of experience. This will be the first of its kind. One sizeable gap in the tourism literature reveals that social media marketing by tourism DMOs is quite limited (Leung, et al 2013). Similarly, only a few studies explore how tourism entities are developed using social media. Consequently, there is also a lack of understanding of social media platforms and use as it relates to tourism (Hays, Page, & Buhalis, 2013). Yet, DMOs who are the promoters of tourism in Nigeria are continuously faced with distinct challenges in coping with the ideal strategy to face a new reality where destination brand is largely festival tourist’s product (Lund, Cohen, & Scarles, 2018). The unsuccessful utilization of social media by practitioners in the tourism and hospitality sector was simply connected to a lack of practical and operational skills (Leung et al., 2013; Rahman, 2017).

The internet usage penetration by ethnicity shows that 85% of African Americans use the internet while about 90% of the U.S. population accessed the internet (Statista, 2021). The viral diffusion of information through social media has a far greater capacity to reach the public than “short tail” – media such as TV, radio, and print advertisements (Keller, 2009). Badagry Diasporas festival which is otherwise known as the Door of Return festival has played a vital role in national development (Bravo, 2012). It is a “reality event” that is connected with the famous trans-Atlantic slave trade which has a link with the African Americans who were forcefully transported to America and the Caribbean (Monroe, 1977). This cultural link serves as a crucial reason for many African Americans' social identity and visitation to the African continent. Hence, it is imperative to identify the factors which stimulate root tourism experience as this will aid to package the cultural tourism product that can meet the expectations of both domestic and international tourists (Mensah, 2015). Briefly, root tourism is referred to as the movement of people of particular descent, usually living abroad to places related to their ancestral heritage (Basu, 2005).

To cope in an extremely competitive environment, the most important way of achieving success in the Door of Return festival is to build revisiting intentions of attendees (Lee, 2014; Chaney & Martin, 2017). Thus, understanding tourist’s behavioral intentions and what encourages them to visit a festival tourist destination is crucial (Lee & Black, 2008), especially where festivals are a long-standing tradition of the people (Chiang, 2017). Research findings demonstrated that festivals may impact on the identities of festival attendees who are involved with the host community (Jaeger & Mykletun, 2013). This is particularly relevant especially in rural destinations with few commercial attractions, which can bring into play their unique surroundings and cultural traditions to entice culture lovers who might not otherwise visit and then encourage them to return (Prayag, Hosany, & Odeh, 2013). The door of return festival can significantly contribute in rural and heritage conservation of culture, by proving information that can accelerate healthy cultural tourism product development for festival planners and promote inter-continental travel in African tourism destinations (Tylor, Kent, & White, 2001), this can foster the development of local


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economy in tourist destinations (Zhang et al., 2011). Thus, to further understand festival revisiting intention, this study proposed a comprehensive theoretical research model – social identity theory (SIT) – to test the influence of social media marketing on diaspora Door of Return festival quality, and revisiting intention.

Literature Review

The study developed and tested a theoretical model in Figure 1 using four constructs (social media marketing, festival quality, festival satisfaction, and festival revisiting intention). Drawing on social identity theory (SIT) and past empirical evidence, we examined the extent to which festival quality contributes to diaspora tourists’ satisfaction and revisiting intention. Thus, understanding the grouping method in the SIT can assist festival planners to improve on the prediction of prior visitors’-patronage conduct and also create effective and efficient marketing approaches by increasing the potential visitors’ awareness, which can successfully contribute to the long-term achievement in tourism destination marketing. Chalip (2006) argued that research on festivals especially Door of Return as the social activity could benefit from the utilization of SIT and the TPB (Ajzen, 1985; 1991). These theories have made a significant influence on the understanding of social behavior as a general and effective background to mark the decision-making procedures before intention creation and behavioral presentation, thereby improving the theoretical validation and practical justification of the study.

Theoretical Model and Hypotheses Development

There is a many study discovering the role of social media on festival quality literature, Baker and Crompton (2000) found the routine of quality was a very important factor of attendee’s satisfaction and behavioral intentions. However, there is limited literature related to social media hence social media is still in its infancy stage. Some scholars have proposed ways that managers can influence social media by determining the customer's decision (Mangold & Fauld, 2009). One of the common social media objectives were mainly to increase responsiveness for the destination and also build engagement with customers. Hudson and Hudson, (2013) long-established that a comparatively high degree of sophistication in the implementation of social media by music festival marketers is encouraging. Similarly, Cole and Illum, (2006) believed that performance quality effect experience quality thereby brings about satisfaction and revisit intentions. In this present study the theoretical model in figure 1: has constructed four variables that will shed lights on social media marketing, festival quality, festival satisfaction and festival revisiting intention.

Figure 1: Conceptual Model



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H1: Social media has a positive effect on the festival quality. H2: Social media has a positive effect on festival satisfaction. H3: Festival quality has positive effects on festival satisfaction. H4: Festival Satisfaction has a positive effect on festival revisiting intention. H5: Festival quality has a positive effect on festival revisiting intention.

Social Identity Theory (SIT)

Social identity theory was first proposed by Tajfel and Turner (1979). SIT is referred to as a cornerstone background in social psychology. Social identity (SI) is part of an individual’s self-concept (Oyserman, Elmore, & Smith, 2012; Schlenker, 1980) and it defines how people recognize themselves concerning others to build on common behavioral qualities (Reed, 2002). Social Identity is also referred to as the features of perceived membership in a relevant social group (Tajfel & Turner, 1985). It comprises two components; cognitive perspectives and affective perspectives (Karasawa, 1991). The cognitive component discusses the perceptions of personal identity and self-image in line with other community members. While the affective feature includes emotional attachment and/or affective obligation to the community (Bagozzi & Dholakia, 2002). In the festival settings, SI has been recognized to play a vital role in consumers’ behavior and attitude. Delbosc (2008) recommended that SI could clarify reasons for why tourists’ motivation behavior in attending cultural festivals is established. Grappi and Montanari (2011) maintained that tourists were more likely to revisit a cultural festival when they share a common cultural identity with a particular tourist’s destination. In other words, experimental values are created upon the affective valuation of product/service performance. In the discourse of diaspora tourists, it is natural to believe that people in diaspora wish to return to their homeland in other to satisfy their desire for home a place, which is) defined as a place of significance and identity confirm that diaspora have a sense of belonging in tracing their cultural root (Scheyvens, 2007; Brubaker, 2005; Basu, 2004). Diaspora’s visit to an ancestral homeland is a search for identity, and this confirms that they have a sense of belonging in tracing their cultural roots (Malouchos, 2020). The cultural connection can only be achieved through diaspora visitation to the homeland and tracing one’s past. Human existence speaks in volumes, hence the individual’s relationship to root/place (Kelner, 2010). The findings of Thompson (1980) reveal that the Italian diaspora of Australia who returned to Italy has a considerably reformed lifestyle due to their connection with their ‘new’ ancestral homeland. Similarly, the story of African Americans who traced their root to Ghana found themselves tagged “Obruni by the Ghanaians local inhabitants, which means “white and foreign” despite the self-perceived identity of being blacks (Bruner, 1996). The experimental values could be used to segment festival and event tourists. At a music and film festival, for example, festival tourists follow the effective wellbeing of pleasant or unpleasant satisfaction (Oh et al., 2007; Wood & Masterman, 2008). Consequently, Chiang et al. (2017) investigated festivals and events in a social gathering and found that hedonic values influence visitors’ social identity, which subsequently affects their self-esteem. The study convincingly provided a good theoretical basis for considering visitors’ attitudes and behaviors in the contexts of festivals and events. Furthermore, like SIT, Tajfel (1982), and Tajfel and Turner (1979) posit that individuals have a fundamental need to belong to a specific, readily labeled group.


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Social Media and African Door of Return Festival

The application of social media as a destination marketing tool for the African Door of experience festival in Nigeria is still at an introductory stage. Hence, there is little understanding regarding the significance of social media platforms for tourism marketing activities and tourism research (Leung, et al., 2013a). Gretzel et al. (2006) emphasized that the DMOs will be highly challenged in marketing their tourism products soon. Famous DMOs will face the challenge of adaptation to social media technology and that most of the DMOs are using social media technology in a very crude manner. However, StanKov, Lazie, and Dragicevic (2010) argued that DMOs are beginning to understand the significance of utilizing social media technology. Therefore, social media marketing has resulted in significant changes in the way DMOs deliver their festival products to tourists. The social media innovations have reformed how tourism organizations like airlines and hotels distribute their services, offering customers with an online connection through social media for reservations and buying of a wide variety of tourism products such as hotel accommodation, airline tickets and transfer services (Chryssoula & Evangelos, 2020). To be precise, services that were traditionally delivered through personal contact between an organization’s employees and its customers can now often be delivered online through social media with minimal direct contact between the two parties (Spyridou, 2017).

Festivals permit individuals to reflect and regulate a sense of community and place, contribute to cultural tourism festivals by significantly identifying their identity and image through the strong involvement with the local inhabitants specifically in sharing experience to their common benefit by given both symbolic meanings and decent societal functions. The door of return festival celebrates the African American through the Badagary community’s social identity, given rise to its historical continuity community continuity in its cultural resilience

The African Door of return festival is a symbol of African Renaissance, an initiative of the pan-Africa that seeks to promote a new era of collaboration among Africa and the Diaspora in the 21st century (Kimberley, 2017). The festival is a collaborative movement with Nigeria, Ghana and Zimbabwe (Onen, 2017) which was part of United Nations declaration for the people of the African descent. African door of experience is also referred to as the ‘diaspora Door of return’ is essentially design to honour the transatlantic slave trade (Kamil, 2017). From the important memorial slave history ‘point of no return’, comes the door of return after so many years of slavery .The first symbolic door of return ceremony started on the 24th August, 2017 in Banditry Nigeria. The ceremony was carried out under the leadership of Hon. Abike Dabiri who is in charge of diaspora and foreign affairs (Ajeluorou, 2016). The African door of experience is projected to improve African financial growth in leisure and tourism industry, infrastructures and energy revitalization. Some of the highlights at the door of return festival include the historic door of return ceremony, Carnival procession, Boat Regatta, Dark era procession, fishing completion, Heritage site visits, international Music concert, and international symposium theme, African diaspora beyond the Atlantic and many more.

DMOs are planned front-runner in destination advancement whose main purpose is to drive and organize all the essentials that make up a destination in marketing, attractions, amenities, access, and pricing United Nations World Tourism Organizations (UNWTO, 2007). Therefore, destination marketers need to understand why and how travelers participate in social media to be able to leverage their power (Brown, Donne, Fallon, & Sharply, 2019). The African Door of



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experience is a symbol of African Renaissance, an initiative of the pan-Africa that seeks to promote a new era of collaboration among Africa and the Diaspora in the 21st century (Kimberley, 2017). The festival is a collaborative movement with Nigeria, Ghana, and Zimbabwe (Onen, 2017) which was part of United Nations declaration for the people of the African descent. African door of experience is also referred to as the ‘Door of return ceremony’ essentially design to honour the transatlantic slave trade (Kamil, 2017). The first symbolic door of return ceremony started on the 24th August, 2017 in Badagry Nigeria. The ceremony was carried out under the leadership of Hon. Abike Dabiri who is in charge of diaspora and foreign affairs (Ajeluorou, 2016). The African door of experience is projected to improve African financial growth in leisure and tourism industry, infrastructures and energy revitalization. The cultural heritage festival. The creation of Door of Return Memorials Heritage is planned to encourage inter-continental travel and as an act of representation for Africa’s openness to the Diaspora (Onen, 2017).

According to Chung and Buhalis (2008), functional benefits including the ability to quickly and easily find the information and the ability to share experiences are the most important benefits perceived by users for participation in online communities (Dedeoğlu et al., 2020). Social media is principally used for information search about where to go and during the trip, it is mainly used to stay connected with friends (Fotis et al., 2012). Therefore, the primary purpose to use social media is to convey a precise flavor of destination to potential visitors (Ružić & Biloš, 2010) while tackling the problem of funding can be viewed as one of the main perceived benefits of using social media by the DMOs. According to Hays et al. (2013), in response to budget cuts, tourism providers turn to social media as a low-cost solution that provides them with global reach. Also, locally organized DMOs that use social media can add value to their destination brands by providing customers with accurate information, directly interacting with them, and timely responding to their concerns and queries (Lange-Faria & Elliot, 2012). In essence, social media provides tourism organizations with countless opportunities that fully harnessed the relationship between tourism providers and travelers into a “networked process of innovation and social production” (Tussyadiah & Zach, 2013). However, it has been noted by Gretzel et al. (2006), that the decision regarding utilizing social media by tourism providers must be informed and accompanied by a commitment to learn and to be in continuous change using proactive approaches.

Festival Quality

In leisure and tourism industry, the term destination’s perceived quality is defined as a customers’ perceptions of the quality of infrastructure in a destination’s and the hospitality facilities and services which is true with cultural heritage, festivals and event tourism (Guervos et al., 2020,), However, Lee, Patrick, and Crompton (2007) described perceived quality as superiority or excellence of a service offered or product as assumed by consumers.

According to Juran (1988) quality consists of two primary elements: (1) to what degree a product or service meets the needs of the consumers, and (2) to what degree a product or service is free from deficiencies. Service quality is believed to depend on the gap between expected and perceived performance (Anderson et al., 1994).

In other words, quality specifies the performance of a product or service (Wu, Wong, & Cheng, 2015); accordingly, a good understanding of festival attendee’s satisfaction level towards the Door of Return festival can help festival planners with the appropriate marketing strategies to assist in


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promoting the rural festival destinations. Within the festival domain, many scientific articles were built on an idea of conceptualization of the perceived service quality, festival satisfaction, and festival behavioral intention. Pivac, Blešić, Kovačić, Besermenji, and Lesjak (2019) found that the perceived service quality is an antecedent of customer satisfaction and that it directly influences behavioral intentions. Su, Swanson, and Chen (2016) revealed that perceived service quality has a significant and positive influence on customer satisfaction. While Cole and Illum (2006) found that the impact of service quality on behavioral intentions was fully mediated by festival visitors’ satisfaction. Tourists from different countries are thought to place different levels of emphasis on different aspects of service, such as safety and security, hygiene, entertainment, and even employees' appearance. Improving the quality of festival can lead to increased visitations and revenues for the Nigerian tourism industry (Yuan & Jang, 2008). Quality is also recognized as an underpinning element of competitive advantage for the Door of Return festival (Wong, Wu, & Cheng, 2015). Thus, the Door of Return festivals in Nigeria has to deliver outstanding quality to diaspora attendees in other to succeed (Pavluković et al., 2017). It should be noted that festival quality can only positively contribute to satisfaction and revisiting intentions through quality experience. Hence, Service quality signifies the basis of competitive advantage for festival planners in improving the Door of Return festival survival (Rodríguez-Campo et al., 2020).

Satisfaction With the Festival

Satisfaction is termed the consumers' overall evaluation of his/her consumption experience (Kim et al. , 2011). In tourism literature, satisfaction has been defined as the sum of the tourist experience in a destination compared against their anticipated expectations about their visit (Yuksel & Yuksel, 2008). Tourism is different from other business activity because it is an activity of selling a memorable experience. Tourist satisfaction according to literature shows that satisfaction is based mainly on individual opinion depending on what the tourists perceived after living a festival destination (Pizam, 1999). Given the future travel of tourists' experience at the destination, it became paramount that maintaining positive visitation experience based on festival satisfaction was found to positively impact tourist preference on destination (Cole & Chancellor, 2009). Ranasinghe & Nawarathna (2018)

recommends a goodness-of-fit function between the expectation

of tourists regarding a destination and the alleged evaluation of the tourist revisiting experience. Similarly, the United Nations World Tourism Organization (UNWTO, 1985) also revealed that tourist satisfaction is a psychological perception built on a pleasurable feeling of well-being which ascends when the tourist expectations about a festival destination interconnect with the tourist memorable experience at the festival tourist destination area. In contrast, in both domestic and international tourist domestic context other work has proven a direct impact of satisfaction on behavioral intentions specifically on word-of-mouth recommendations. Satisfaction is believed to harm future patronage behavior (Kennedy & Coote, 2007) Customer satisfaction/dissatisfaction requires experience with the service and is influenced by the perceived quality and the value of the service (Anderson et al., 1994)

Re-Visiting Intentions

The concept of revisiting intentions comes from behavioral intentions which are referred to as “anticipated or planned behavior in the future (Fischbein & Ajzen, 1975). Re-visiting intention can be defined as “deeply held commitment to rebuy or revisit a preferred product, place, service consistently in the future, despite situational influences and marketing efforts having the potentials



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to cause switching behavior” (Lee & Back, 2008). According to Yang, Yingkang, and Cen, (2011) tourists are constantly in the habits of developing an attitude towards a particular product, place, or service, and this perception is mainly based on their assessment of previous experiences. Based on this attitudinal display the tourists choose to stay with or keep away from the product, the place (destination) or service. Tourist's behavioral intentions on revisiting a destination are often favorable. Consequently, behavioral intentions simply refer to individual intention to perform a particular behavior in the nearer future (Wu, Wong, & Chen, 2014). The scholars are respectable analysts of future behavioral intentions (Kim, Kim, & Goh, 2011; Lee, Petrick, & Crompton, 2007) in his contributions developed the measurement of behavioral intentions using a thirteen-item battery. Finally, the finding that satisfaction serves as a precursor to behavioral intentions and it has also been acknowledged in the literature on festivals (Baker & Crompton, 2000; Choo & Park, 2020). For example, Baker and Crompton (2000) have shown that satisfaction is the strongest predictor of repeated attendance intentions for participants in an annual festival, while) found that the satisfaction of the festival-goers significantly influenced, in this case, their intention to revisit the festival and to spread word-of-mouth advertising about it. More recently, it was shown that there was direct causality between satisfaction and behavioral intentions of festival-goers in Wales (Jung et al., 2015) and South Korea (Sohn et al., 2016).

Methods

Data Collection Procedure and Measurement of Instrument

This research was conducted during the diaspora Door of Return festival in Badagry Nigeria. The primary aim of this study was too focused on the diaspora Door of Return festival in Badagry Nigeria. Both qualitative and quantitative research approach was employed in this study. The qualitative method was through the observation of tourism destination organizations (DMOs) official websites on social media platforms. Observing the presence of the DMOs website is crucial in other to find out how the DMOs are using social media as a communication tool that can reach the vast potential tourists’ market. The DMOs presence was monitored from 20th August – 19th October 2019. The results of the observation revealed that the most common social media tool used by the DMOs in Nigeria is Facebook. Observing the presence of the DMOs does not mean the regular use of social media marketing activities but only affirms that there is the recognition of the DMOs presence on their official website. Apart from observing the presence of DMOs on their official website, we also used a self-administered questionnaire as an instrument for data collection. The semi structured questionnaire comprises two components: the first part was on the demographic information and the second part was the constructs-specific questions, which measured the constructs. We adopted the five-point Likert scale (strongly disagree = 1, disagree = 2, uncertain =3, agree =4 and strongly agree =5). The constructs and their respective items included in the questions were in line with the suggestions of extant literature.

Following the existing theoretical and empirical studies, this study measured the social media construct was measured by five items (5), adopted from Icoz, et al. (2018); while festival quality was measured by (8) items used by (Wu et al., 2014), festival satisfaction was also measured by eight (8) items adopted from Wan and Chan, (2013), revisiting intention was measured by four (4) items adopted from Bigne, Sanchez, and Andrew (2009) (see Table 1). We employed a convenient sampling method because the total population of the visitors for the festival was unknown. A total of 500 questionnaires were administered and 473 (94.6%) were retrieved for analysis. The gender


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distribution of the respondents shows that 54.6% of males and 45.4% of females participated in the survey. The majority of them (54%) were not married (single), 38.1% married, 5.9% separated while only 2% were divorced. Most of the visitors (4.1%) hold Bachelor's degrees, 28.4% of them completed high school, 19.7% Master's degree graduates, 5.7% Ph.D. holder, and very few of them (5%) finished only primary school. The majority (94.7%) of the respondents are youths (between the ages 18-55) from different works of life distributed across 15 different nationalities. This indicates that the research capture very important segments of the population, which actively engage in social media and engage in the cultural festival. Hence, their opinion is good for evaluating the issues considered in this study.

Empirical Results

Reliability and Validity of Measurement Scales

The results show that the standardized factor loadings of all the items for each construct are greater than 0.5. The composite reliability (CR) coefficients of social media, festival satisfaction, revisiting intention, and festival quality are 0.895, 0.897, 0.869, and 0.916 respectively. Fornell and Larcker (1981) suggested that for the measurement of a construct to be internally consistent, the factor loadings of each item and the CR of the construct should be greater than 0.5. Thus, the CR coefficients and the factor loadings established the internal consistency and convergent validity of the constructs used in this study. Similarly, the Cronbach's Alpha coefficients of all the constructs are greater than 0.7 as suggested by Nunnaly (1978). This supports the scale reliability of the constructs. Therefore, the CFA results revealed that the convergent reliability, internal consistency, and the scale reliability of all the four constructs (social media, festival satisfaction, festival quality, and revisiting intention) estimates are therefore valid for policy inferences.

Furthermore, we assessed the discriminant validity and structural links between the constructs using the average variance extracted and the correlation coefficients respectively. The results are reported in Table 2. The discriminant validity refers to the extent to which one construct is characteristically different from another construct. The discriminant validity is examined by comparing the correlation coefficient with the square root of the average variance extracted (AVE). Discriminant validity is established when the square root of the AVE is greater than the correlation coefficients between the construct and all other constructs. The results in Table 2 show evidence of a highly significant positive correlation between all the constructs. However, the result of the square roots of the AVE of each construct is greater than the correlation coefficients. This implies a positive structural link between the variables and discriminant validity (distinctiveness) of each construct. In other words, there is no problem of multicollinearity among the constructs. Hence, the reliability and validity of the instrument are supported by the results of the confirmatory factor analysis (CFA).



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Table 1: Reliability and Validity of Measurement Scales Items Standardized

Factor Loading CR Cronbach

's Alpha AVE

Social Media

0.895 0.922 0.676 Social networking sites provide reliable information about the Badagry diaspora festival.

0.676

I subscribe on the social networking sites about festival destinations 0.832

Social networking sites contribute to the promotion of the festival destination.

0.827

I use social media to access the websites of the festival destination 0.871

I make use of the posts and the comments of the people on social networking sites about the festival destination.

0.872

Positive comments of the users on social networking sites make me trust the festival as a tourist destination.

0.838

Festival satisfaction

0.897 0.815 0.536 The location is accessible 0.758

Varieties of food are available 0.823

Venue facility is comfortable 0.796

The environment is beautiful 0.81

The services offer is satisfactory 0.76

The festival attracts a huge population 0.242

Adequate entertainment is provided 0.735

The timing of the festival is convenient 0.753

Revisiting Intention

0.869 0.855 0.625 I will continue to visit the Badagry Diaspora Festival shortly. 0.812

I consider the Badagry Diaspora Festival as my first choice compared with other festivals and events.

0.761

I have a strong intention to visit the Badagry Diaspora Festival again. 0.853

Revisiting the Badagry Diaspora Festival would be full of fun. 0.73

Festival Quality 0.916 0.914 0.578 The festival has the product diversity 0.714

The cost of visiting the festival destination is affordable. 0.706

There are professional staff 0.784

The festival destination provides a clean environment 0.74

The design of the festival is good 0.809

The location of the festival is conducive 0.798

The festival offers Sufficient facilities 0.76

The festival is a well plan and organized 0.763

Note: Average Variance Extracted (AVE), Composite reliability (CR)

Table 2: Structural Links and Discriminant Validity of Constructs Variables Social Media Festival Satisfaction Festival Quality Revisiting Intention Social Media 0.822 Festival Satisfaction 0.594*** 0.732 Festival Quality 0.653*** 0.620*** 0.760 Revisiting Intention 0.585*** 0.575*** 0.645*** 0.791 *** Correlation is significant at the 0.01 level (2-tailed). Bold text are square roots of average variance extract (AVE)

Hypothesis Testing

Having established the reliability and validity of the measurement scales, we applied the structural equation modeling (SEM) on the constructs to test the research hypotheses. The estimates are contained in table 3. We evaluated the model fitness using the Chi-square Minimum Discrepancy (CMIN) and the relative Chi-square (CMIN/DF) statistics, Root mean Standard Error of Approximation (RMSEA), Normed fit index (NFI), relative fit index (RFI), incremental fit index (IFI), Tucker-Lewis index (TLI) and the Comparative Fit Index (CFI). A measurement model has


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a good fit when the CMIN is statistically significant, relative CMIN is less than 5 (CMIN/DF <5), RMSEA is less than 0.08 while the NFI, RFI, IFI, TLI, and CFI are closer to one (Bollen, 1989; Browne & Cudeck, 1993).

The model fitness indices, reported in the lower panel of table 3, indicate that the Chi-square Minimum Discrepancy is statistically significant at 1% (CMIN = 919.133, p<0.01) and the relative Chi-square are less than 5 (CMIN/DF = 3.126) while the root means standard error of approximation is less than 0.08 (RMSEA = 0.067). Also, the NFI, RFI, IFI, TLI, and CFI are greater than 0.8 each. Therefore, the measurement model is a very good fit for the data and the estimates are acceptable for policy inferences.

The regression estimates are used to test the research hypotheses and the estimates indicated that all the five hypotheses are supported. For hypothesis one (Social media has a positive effect on festival quality) the regression coefficient is highly significant at a 1% level (β=0.591, CR=12.941, p<0.01). This shows the existence of sufficient statistical evidence that social media has a significant positive effect on festival quality. Concerning hypothesis two (Social media has a positive effect on satisfaction on the festival), the regression estimates revealed that social media exerts a significant positive influence on festival satisfaction. This is indicated by the coefficient estimate (β=0.591) with a critical ratio of 5.498, which is statistically significant at 1% (P<0.01). Similarly, the regression weights (β=0.605, CR=8.647, p<0.01) for hypothesis three (Festival quality has a positive effect on satisfaction with the festival) show evidence that festival quality has a significant positive effect on festival satisfaction. Moreover, the regression result provides statistical evidence (β=0.255, CR=4.534, p<0.01) and (β=0.534, CR=7.654, p<0.01) supporting hypothesis four (Satisfaction with the festival has a positive effect with festival revisiting intention) and hypothesis five (Festival quality has a positive effect on festival revisiting intention festival) respectively. This implies that festival satisfaction and festival quality have positive effects on the intention to revisit.

Table 3: Regression Weights for Hypothesis Testing Hypotheses Estimate Standard

Error Critical Ratio P-value Conclusion

Festival quality Social media 0.591 0.046 12.941 0.000 Supported Festival satisfaction Social media 0.291 0.053 5.498 0.000 Supported Festival satisfaction Festival quality 0.605 0.070 8.647 0.000 Supported Revisiting intention Festival satisfaction 0.255 0.056 4.534 0.000 Supported Revisiting intention Festival quality 0.534 0.070 7.654 0.000 Supported Model fitness indices CMIN DF CMIN/DF NFI RFI IFI TLI CFI RMSEA 919.133 (P=0.000) 294 3.126 0.893 0.872 0.924 0.909 0.924 0.067

CMIN=Chi-square, minimum discrepancy, DF=degree of freedom, CMIN/DF= relative Chi-square

Discussions

Drawing to the social identity theory of Tajfel and Turner, (1991) and past empirical evidence. The study focused on using social media on festival quality for festival revisiting intention with particular reference to the ‘Diaspora Door of Return festival in Badagry-Nigeria which was designed purposely to capture the African American and other diaspora. Our findings have supported the combined experience derived from the diaspora Door of Return festival which



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served as a crucial setting for exploring social media a notable vehicle for marketing the slave trade tourism destination (Gyimothy & Montanari, 2015). Ultimately, the diversity of African identities is something we will have to come in to terms with eventually as its likely to become a much needed strength in our increasingly globalized world-and this diversity is set to grow no contract (De Witt & Spronk, 2014). In order to fill these gaps and in meeting the requirement to understand tourist’s desires and needs, the aim of this paper is to rethink tourism destinations by considering how tourists consume cultural tourism festivals destinations, with the focus on diaspora door of return festival Badagry in Nigeria. Given that diaspora tourism festivals are considered to be the central element of the leisure tourism process and the basic elements around which a tourism destination develops (Paulino, Prats, & Whalley, 2020). More precisely, the study also tested the relationships among the aforementioned predictors. Thus, this study proposed a comprehensive model, on festival attendees revisiting intention. Applying structural equation modeling (SEM), the model was empirically tested on a sample of 473 domestic and international tourists. The findings of this study suggested that satisfaction was an important predictor of festival revisiting intention. Hence, DMOs can conduct their festivals by adding greater value to attendees and by satisfying their needs and wants in order to capture their attention on revisiting the festival destination. The success of the Door of Return festival is entrusted in the kind of factors that DMOs used in interpreting the festival attendee’s perception which can help build a healthier revisiting intention (Dijkmaanas, 2015; MacKay et al., 2017).

The Door of Return festivals has no doubt unites diaspora tourists and residents in celebration (Falassi, 1987; Garay & Morales, 2020). The door of return festival was the construction and reconstruction of ethnic and cultural identity. Visits to the homeland provide the African American and other diaspora with opportunities for direct observations and interactions that cannot be replicated elsewhere. It is evident that the door of return festival plays a significant role in contributing to the reflexive negotiated (re)construction of the African Americans identity.

In addition, the observed platform for social networking revealed that Facebook is the popular and major instrument that has the longest history among all social media networks for used by the DMOs containing strong media messages for the diaspora to visit Nigeria. YouTube is second and most used social media platform with the highest portion of less active participants indicating likely to adopt and engage more participants in the nearer future. This finding supports the emerging trend and promising strategy of using videos to communicate important messages for the diaspora tourists in the future. Likewise, Twitter also witness a little presence of the DMOs, including the Google+ has also the presence of the DMOs recorded. In addition, the result of social media networking has shown a relatively good presence of the DMOs, especially on the Facebook platform. However, a critical analysis of the DMOs scope structure also shows that the DMOs appear occasionally on the website platform unselectively and without a clearly defined marketing strategy that can help capture the potential tourism market. Hence, most times the social media platforms such as Twitter, and Facebook are left un-updated without good advertisement over time. These lapses can be corrected to serve as a remarkable starting point in the search for potential tourists’ market in the future so that the connection can serve as a good medium for content analysis. From these research findings, it can be deduced that both social media and festival quality have a significant influence on tourist's destination satisfaction as well as intention to re-visit a destination. Hence, Social media marketing has served as an effective tool for predicting destination satisfaction and return visitation.


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Conclusion and Policy Implication

This study examined how social media is used to market the Badagry Door of Return festival drawing specifically to social identity theory (SIT). Using a path analysis technique, this study evaluated the causal relationship between social media, festival quality, tourist satisfaction, and revisiting intention. Attracting tourists to revisit and/or recommend the Door of Return festival which is critically imperative for the success of tourism destination marketing.

For this reason, this study suggested some valuable practical implications as follows: Firstly, Lagos state ministry of tourism, which is the destination marketing organization of diaspora Door of Return festival Badagry is currently underutilizing social media when it comes to the ability to interact and engage with consumers. Hence, most times the social media platforms such as Twitter, and Facebook are left un-updated without good advertisement on the festival attributes. This is because most DMOs delegate jobs to single employee that would be responsible for both Twitter and Facebook accounts. Lack of having a qualified employee to manage the efforts and the management on social media platforms, should be improved and replaced the website manager with skilled digital personnel who has the technical knowhow to manage the website quality. So that the social media platforms can serve as a good connection or medium for content analysis in the nearer future. Hays et al. (2013) reported that, successful social media is determined by the way people interact with each other.

Secondly, social media is still not widely recognized and/or respected as a vital marketing tool for marketing strategy for the diaspora festival in Badagry, as the DMOs are still complimenting the social media tools with the traditional way of marketing as they are frequently underfunded and/or neglected by the government authorities. The DMOs need digital training to be able to cope with the new technology in order to have more innovative strategies, to fully differentiate these efforts from traditional marketing methods (Hays, Page, & Buhalis, 2013).

Thirdly, social media marketing in the tourism and hospitality industry is a complex and diverse phenomenon, future studies should ideally be performed by two or more experts in different disciplines and/or professions (Peng & Lin, 2016). We remind future researchers that an effective study of social media marketing in the tourism industry may require a multidisciplinary collaboration of researchers with expertise in varying domains, including tourism and hospitality management, information technology, marketing management, festival planners, tourism economist, behavioral science, and others. Recognition of the need for cross-disciplinary collaborative research is critical for the development of effective predictive models of tourism marketing in a social media environment (Pennington, 2008). In addition, a detailed consideration of tourist viewpoints as suggested in table 1 can enhance good festival quality and tourist satisfaction which will help to reduce negative tourists’ complaints from the festival attendees. Thus, their spending will provide positive economic impact to the cultural tourism destination and their word-of -mouth will encourage other first-timers to visit the festival destination. Lastly, the findings have implications for festival organizers and destination marketing organizations. Festival planners should focus on providing a festival program and activities that festival attendees admire. If the festival has a theme (e.g., diaspora festival) the thematic content (e.g., African cultural performances) should be of high quality. Cultural festivals often feature authentic costumes and local products.



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