Residents’ Satisfaction and Behavioural Intention with Asogli Yam Festival in Ghana

Almost every ethnic group in Ghana celebrates some form of annual community festival. Due to their cultural significance in the setup of communities, Ghanaian festivals have attracted empirical investigations. However, residents’ festival satisfaction and behavioural intentions remain unexplored. Using Asogli Yam Festival, the study examined residents’ evaluation of attributes of the festival as well as the socio-demographic influence on residents’ satisfaction with the festival. Face-to-face questionnaires were administered to 471 residents aged 18 and above in public places as well as houses in the community via convenience sampling procedure. Generally, respondents were indifferent towards their evaluation of attributes of the festival with the only notable exception being the durbar. Overall, majority of the respondents were satisfied with the festival. Results indicate an asymmetric relationship between attribute and overall levels of satisfaction. Gender was not found to a significant determinant of overall satisfaction with the festival. Generally, majority of residents are likely to participate in future Asogli Yam festivals. Residents with high involvement in the festival indicated higher satisfaction levels and were more likely to participate in future festivals than residents with low involvement were.