Contribution of Carnival Calabar to Hotel Occupancy Rates and Revenue Generation in Calabar Municipality, Cross River State, Nigeria

This study examined the contribution of Carnival Calabar to hotel occupancy rates and revenue generation in Calabar. The study specifically assessed the extent to which the carnival influences hotel occupancy and revenue growth within the hospitality sector. A descriptive survey research design was adopted for the study. Data were collected from hotel managers, administrative staff, and frontline employees drawn from selected registered hotels in Calabar Municipality. The study population comprised 1,521 respondents, while a sample size of 384 was determined using the Saunders, Lewis, and Thornhill finite population formula. Stratified and purposive sampling techniques were employed, while questionnaires, interviews, and documentary review served as instruments for data collection. Data were analyzed using descriptive statistics and Pearson Product-Moment Correlation Coefficient. Findings revealed that Carnival Calabar significantly increases hotel occupancy rates, with 52.1% of respondents indicating high or very high increases in occupancy during the carnival period. The street parade emerged as the peak booking period, accounting for 31.0% of hotel patronage. Revenue generation also increased considerably, as 70.1% of respondents reported varying levels of revenue growth during the carnival season. Correlation analysis further revealed a significant positive relationship between carnival activities and hotel revenue growth (r = 0.412, p < 0.001). The study concludes that Carnival Calabar serves as a major catalyst for hotel industry growth and tourism development in Calabar Municipality. The study therefore recommends improved carnival programming, enhanced tourism marketing, and quality service delivery by hotel operators to sustain increased patronage and revenue generation.