The Impact of Popular Culture Fandom on the Quality of Life of Visitors to Comic Con Africa 2019

Abstract

This study aimed to establish the effects that travel motives and life domains have on visitors’ quality-of-life. Based on the setting, a convenience sampling technique was used in which fieldworkers administered the questionnaire to visitors at Comic Con Africa 2019. Data from 433 (N) completed questionnaires were captured regarding their travel motives, life domains, life domains overall, and quality-of-life affect, and analysed. A structural equation modelling analysis indicated a positive linear relationship between the visitors’ travel motives, life domains measured, life domains overall, and quality-of-life; all of which attained good composite reliabilities. The findings indicate that travel motives have an influence on visitors’ life domains, positive and negative, relevant to their perceived importance. Overall, a visit to this pop culture event had a positive effect on visitors’ quality-of-life. Based on the visitor demographics, social media marketing should be aimed at niche lifestyle aspects that are most enticing to visitor’s pop culture life. The approach would most likely appeal to the markets’ higher-order needs, which could increase visitor numbers and help improve their quality-of-life overall. This research opened the door to the new pop culture life domain, and contributes to the literature and methodology in tourism, life domains and quality-of-life.