EVENT ATTENDEES’ PERCEPTIONS OF THE IMPACTS OF A CULTURAL EVENT IN VICTORIA FALLS, ZIMBABWE

This study explores the triple bottom line impact of a cultural event hosted in the resort town of Victoria Falls. To accomplish the study aims, and objectives, the socio-cultural, economic, and environmental impacts of hosting carnival events were evaluated. Using a systematic random sampling approach, data were gathered from 307 spectators of the tenth edition of the Victoria Falls Carnival event in a popular tourist destination in Zimbabwe. Relevant excerpts from in-depth interviews with the event organizing team were also used to support quantitative data and emphasize how the event impacts the local community. The study results showed general support for carnival events especially the positive impacts associated with the hosting of these community spectacles. The participants were generally happy with the carnival event and would recommend it to friends and relatives demonstrating potential future success through visitor attraction. The event organizers are keen to improve each edition of the carnival to enhance satisfaction and continuous support. The study highlights the importance of attendees’ perceptions in informing event tourism strategies.