Residents' perception of festival impacts and satisfaction: a focus on Zanzibar international film festival (ZIFF)

Abstract

PurposeThe purpose of the paper is to test the perceived economic, socio-cultural and environmental impacts on the satisfaction of local residents with the Zanzibar International Film Festival.Design/methodology/approachStructured questionnaires were administered to 299 local Zanzibaris, to obtain the data necessary for hypotheses testing using Structural Equation Modelling through Smart PLS 3.0.FindingsThe findings reveal that locals' perceptions related to economic, cultural, environmental and pride impacts of the festival had greater positive significant effects on the level of satisfaction of local residents compared to image, entertainment and social impacts.Research limitations/implicationsThe findings uphold the utility of Social Exchange Theory in explaining local residents' perceptions of the festival. The results contribute to the existing literature on festivals by affirming the multidimensional nature of their social consequences.Practical implicationsManagerially, the results shed light on possible areas to be improved by festival promoters from both the public and private sectors in enhancing the positive perceptions held by local residents as well as improving festivals in the area or similar context.Originality/valueThe study expands the Triple Bottom Line dimensions of sustainability in the festival context by adding pride, entertainment and image perceived value.