Abstract
Events and festivals, especially those focused on food, showcase the many nuances within a culture and can be seen to be an effective medium to transfer cultural identity or tradition. Cultural phenomena such as food festivals are integral to cultural immersion, especially in multicultural/multiethnic societies such as Nigeria. Emphasizing the importance of investigating the culinary festival market in Nigeria, TasteOff is an example in a developing country that identifies the market segments based on a multisegmentation approach that includes (i) travel motives, (ii) the important "festivalscape" factors, and (iii) future culinary event preferences. This research contributes dually to (i) a better understanding of culinary tourism in Africa, especially since much attention is placed on the South African scenario, and (ii) the needs and preferences of Africa's largest economy, Nigeria.
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