The effect of interactive events on customer participation: A study of a food festival in Lagos
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Background of the Study:
Interactive events have revolutionized the food festival experience by transforming passive attendance into active customer participation. In Lagos, food festivals have emerged as vibrant platforms where culinary delights are paired with engaging activities that stimulate both the palate and the senses (Adebola, 2023). Organizers incorporate interactive cooking demos, tasting sessions, and live entertainment to create immersive experiences that invite consumer involvement. Such initiatives not only heighten interest in the festival but also foster a sense of community among participants. The dynamic environment of these festivals encourages customers to share their experiences on social media, further amplifying the event’s reach and impact (Ogunleye, 2024). By emphasizing hands-on engagement and direct interaction with culinary experts, food festivals in Lagos are evolving into multi-dimensional events that integrate sensory experiences with interactive participation. This study investigates how interactive event strategies influence customer participation, examining the specific elements that motivate active involvement and enhance overall satisfaction with the event.
Statement of the Problem
Although interactive events are widely recognized for boosting customer participation at food festivals, there is a scarcity of empirical research that examines the direct effects of these strategies in Lagos. Organizers face challenges in pinpointing which interactive components most effectively convert interest into active participation. Additionally, the absence of standardized evaluation metrics complicates the assessment of these interactive elements on overall customer engagement. This gap in the literature creates uncertainty regarding the most effective strategies for driving participation at food festivals. Therefore, the study seeks to provide a comprehensive analysis of the impact of interactive events on customer participation, addressing the need for clear, actionable insights (Adetola, 2024).
Objectives of the Study
To assess the impact of interactive event strategies on customer participation at food festivals.
To identify key interactive elements that drive active consumer engagement.
To evaluate the overall effectiveness of interactive activities in enhancing festival experiences.
Research Questions
How do interactive events influence customer participation at food festivals in Lagos?
What specific interactive elements are most effective in driving engagement?
How does increased participation affect overall customer satisfaction?
Significance of the Study
The study offers practical insights for event organizers and marketers by highlighting effective interactive strategies that drive customer participation. Its findings can improve event planning and enhance customer engagement at food festivals, contributing to stronger brand-consumer relationships (Ibrahim, 2024).
Scope and Limitations of the Study
This study is limited to analyzing interactive events at a food festival in Lagos, Nigeria. It does not extend to other event types or locations.
Definitions of Terms
Interactive Events: Events designed to promote active consumer participation through hands-on activities.
Customer Participation: The level of active involvement and engagement of consumers during an event.
Food Festival: An event focused on the celebration and promotion of culinary experiences.
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