Abstract
M.A.
A number of countries around the world are using festivals and events as a marketing tool, to change their image, enhance their brand, and, commonly, as an attraction that lures visitors to their respective destinations, so as to accrue such benefits as related socio-economic and environmental impacts. It is against such a background that the stakeholders’ perceptions and views become the anchor for the success and sustainability of festivals and events. However, most studies that have previously investigated events and festivals have been one- dimensional, focusing on one or two stakeholder groups. Conversely, only a limited number of studies have focused on multiple stakeholder perceptions of festivals and events, specifically in Zimbabwe. To address the shortcomings involved, the current study focuses on the stakeholders’ perceptions of the Harare International Festival of Arts (HIFA). The survey population of interest consisted of the attendees (n=226), the stallholders (n=25), the sponsors (n=15), and the event organisers (n=10). Both qualitative and quantitative methods of data collection were used in the study. The results revealed that, overall, the HIFA stakeholders’ perceptions were found to be positive. The stakeholders identified a number of positive economic, social and environmental impacts that HIFA had bought to the host city, Harare. Further testing of the data revealed significant statistical differences and similarities in terms of their perceptions of the event. The study, therefore, makes a useful contribution to existing tourism studies, especially in the Zimbabwean context. In addition, it advocates the need for a longitudinal study that measures the changes made in the perceptions of the event’s impact over time.