25th Hornbill Festival’s economic impact to be published by Feb 2025

December 13, 2024 12 Views No Comment

Morung Express News
Kohima | December 13

A comprehensive study on the economic impact and visitor perception of the 25th Hornbill Festival is set to be published in February 2025. The study, led by a team from Kohima Science College, Jotsoma, will focus on the impact of the festival on visitors from both within and outside Nagaland.

The research is being conducted by a team of over 30 members, including Principal Investigator Dr Wenyitso Kapfo, an Associate Professor in the Botany Department, and Co-investigator Noune Terüno, an Assistant Professor in the Anthropology Department. The team also includes data collectors, primarily postgraduate students and graduates who contributed to the 2022 study.

This study marks the second time the college has undertaken an economic assessment of the Hornbill Festival, following a similar effort in 2022, which was sanctioned by the Government of Nagaland’s Tourism Department.

Speaking with The Morung Express, Dr Kapfo explained that the study uses the “Springfest Model,” a standard method for measuring the economic impact of cultural events, which was developed in Oregon, USA. The model is deemed suitable for assessing the economic and cultural impact of the Hornbill Festival.

The primary focus of the study is twofold- first, to assess the economic impact of the festival, and second, to evaluate the visitors’ perception of the event. Dr Kapfo referred to this aspect of the research as studying “the new money” flowing into the state through both domestic and international visitors.

The study collects data from tourists through questionnaires that assess their spending during the festival. This includes expenditures on accommodation, food, beverages, shopping, souvenirs, and local transportation. However, the study does not account for the spending of local tourists, who form the majority of the festival’s visitors.

Visitor satisfaction will also be measured through a perception scale ranging from 1 (very poor) to 7 (fantastic). The research team aims to collect data from 1,500 participants, using statistical methods to derive objective results. These include calculating averages, standard deviations, and expenditure categories, ranging from Rs 5,000 to Rs 1 lakh.

The study will also rely on data from the Tourism Department regarding the total number of visitors to the festival. By multiplying the average spending per tourist by the total number of visitors, the team hopes to estimate the overall economic revenue generated by the event.

In addition to the primary economic analysis, the team will conduct case studies focused on specific aspects of the festival, such as homestays, vendors at the Kisama venue, parking facilities, and vehicle movement. These case studies will also compare current findings with previous studies to identify any improvements or ongoing challenges. For example, past assessments highlighted issues such as high local transportation costs, traffic congestion, and festival expenses.

2022 Hornbill festival generated Rs 109 crore
Dr Kapfo noted that the 2022 Hornbill Festival was estimated to have generated an economic impact of Rs 109 crore, using the same methodology. For foreign tourists, average spending was estimated at Rs 30,000, while Indian tourists spent an average of Rs 20,000, excluding expenses incurred at Kisama.

Visitor perceptions were overwhelmingly positive, with over 95% of respondents rating the festival as “fantastic,” particularly with regard to the quality of the cultural displays, dances, and overall organization. Tourists also expressed high satisfaction with the Naga culture, hospitality, and landscape.

The final report of the study is expected to be published by February 2025.