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The role of event planning in promoting cultural tourism in nigeria using ofala festival in anambra state as case study



1.1 Background of the study

People have congregated to celebrate for a variety of reasons throughout history in civilizations all over the world, and festivities have always been a vital feature of human society. Despite the fact that events have been a part of human nature for thousands of years, they have only lately evolved into a legitimate business. It has become a crucial aspect of special interest in tourism in the tourism business, and event tourism units are rapidly being developed inside tourist organizations across the world. As the phenomena has evolved into a viable economic opportunity, various prospects for professionals have emerged, and event planning organizations are springing up all around (Gertz, 2004). Humans have sought methods to commemorate significant events in their lives from the beginning of time: the changing of the seasons, the phases of the moon, the unending cycle of birth, death, and the miraculous revival of life each spring. Today, events are more important to culture than they have ever been. The growth of public events, celebrations, and entertainment has resulted from an increase in leisure time and discretionary expenditure. Governments are now supporting and promoting events as part of their economic growth, nation-building, and tourism marketing efforts.

Corporations use events as a crucial component of their marketing and image-building initiatives. Community groups and individuals’ excitement for their own interests and passions results in a dizzying assortment of events covering practically every subject and theme conceivable. The term “event” refers to anything that attracts an audience by appealing to certain preferences, wants, or requirements, and has come to characterize what is exceptional in popular culture. For such a cause to be thrilling, appropriate preparation and administration through Event planning is required. The process of coordinating a project such as a conference, convention, trade fair, ceremony, (link is external) team building exercise, party, or convention is known as event planning.

The goals of events, on the other hand, might be economic, sociocultural, or political. Most events, including non-profit ones, have financial goals, albeit they may not be the most important. Much of the allure of events is that they are never the same, and you must be present to appreciate the one-of-a-kind experience; if you miss it, you will have missed an opportunity, which necessitates planning and management. Budgeting, establishing timelines, selecting and reserving event sites, obtaining permits, planning food, coordinating transportation, developing a theme, arranging for activities, selecting speakers and keynotes, arranging for equipment and facilities, managing risk, and developing a contingency plan are all aspects of event planning that can help promote tourism.

Tourism as an industry and discipline encompasses not only lodging, catering, transportation, entertainment, and visitor attractions (such as theme parks, amusement parks, sports facilities, museums, natural attractions, and so on), but also events through event tourism, which is a segment of tourism that has yet to be fully exploited (Omoregie, 2012). Events have grown more popular as a source of entertainment and social contact in both urban and rural areas in recent years. It has prompted a slew of individuals and businesses to become involved in event planning and management in order to reap the economic and socio-cultural rewards. Festivals, gatherings, conferences, trade exhibits, and fairs are all held on a daily basis in various regions of the world for various causes and in various formats. This is why, according to Getz (2004), an event of such significance in terms of history, beauty, quality, or notoriety that it gives the host community or destination a competitive advantage and so can boost cultural tourist tourism. As a result, it’s important to look at the significance of event planning in boosting cultural tourism in Nigeria.

1.2       Statement of the problem

Nigeria being a country with varied cultures cannot be eliminated from the list of race with prominent festivals in Africa. Some of them festivities are Arugungun festival in Lagos, Eyo festival for yoruba, Ofala festival in Anambra State etc. Most of this festival in Nigeria has  become a component of the tourism business as a crucial feature of particular interest in tourism, and across the world, units for event tourism are progressively being developed inside tourist organizations. Unfortunately, the tempo is not sustained because of ‘Nigerian element and paired with problem event planning (Collins, T., and Minnis, R. 2017). (Collins, T., and Minnis, R. 2017).

Many observers and tourism analysts, such as Andrew-Essien, Esekong & Ekpenyong, Ibok. (2012), have questioned how these festival cultures will be sustained in the absence of event planners. This is  because people come from far and wide to attend cultural festivals, the risk of being robbed, violence, and rape, which frequently occurs at event venues due to the crowd factor, must be managed with adequate event design.This the implication of this is that any cultural event that lacks management and planning is invariably susceptible to danger, which may result in a negative impression from viewers, affecting the carnival’s image and impeding cultural tourism. Therefore because of the importance of even preparation to the success of any major cultural event, this research attempts to examine the role of event planning in promoting cultural tourism in Nigeria.

1.3       Objective of the study

The broad objective of this study is to examine  the role of event planning in promoting cultural tourism in Nigeria. Specifically the study seeks to:

  1. Ascertain the risk and challenges associated to fixing a cultural event without planning.
  2. Investigate if  event planning has a role in  promoting cultural tourism in Nigeria.

iii.      Determine the importance of event planning in tourism in Nigeria.

1.4       Research Questions

The research is guided by the following questions:

  1. What are the risk and challenges associated to fixing a cultural event without planning?
  2. What are the roles event planning plays in  promoting cultural tourism in Nigeria?

iii.      What are the importance of event planning in tourism in Nigeria?

1.5       Significance of the study

For reason of the high level of income generated through festival and event tourism business; the economic benefits on contribution of cultural festivals on event tourism development has on host communities cannot be overemphasized. .Findings from the study will be of great significance hospitality industry, event management firms, host community of cultural festivals and academia. To the hospitality industry, the result of the study will enlighten them on the need to pay attention to details of cultural event and ensure adequate planning to curb perturbed risk associated thereof. To host community the result of the study will enhance more tourist attractions and investment opportunities to these locale, hence stakeholders should ensure they hand over the management of the event to expert who will coordinate it to meet expected result. The result of the study will contribute to the general body of knowledge and serve as a reference material to both scholars and student who wishes to conduct further studies in related field.

1.6       Scope of the study

The broad objective of this study is to examine  the role of event planning in promoting cultural tourism in Nigeria. The study will also ascertain  the risk and challenges associated to fixing a cultural event without planning, it will investigate if  event planning has a role in  promoting cultural tourism in Nigeria and further determine the importance of event planning in tourism in Nigeria. The study is however delimited DunHills Event Planning firm  in Akwa, Anambra State.

1.7       Limitation of the study

Like in every human endeavour, the researchers encountered slight constraints while carrying out the study. The significant constraint was the scanty literature on the subject owing that it is a new discourse thus the researcher incurred more financial expenses and much time was required in sourcing for the relevant materials, literature, or information and in the process of data collection, which is why the researcher resorted to a limited choice of sample size. Additionally, the researcher will simultaneously engage in this study with other academic work. However in spite of the constraint all these constraint were downplayed to give the best.

1.9       Definition of terms

Event planning: The process of planning and coordinating the event is usually referred to as event planning and which can include budgeting, scheduling, site selection, acquiring necessary permits, coordinating transportation and parking, arranging for speakers or entertainers, arranging decor, event security, catering, coordinating of event.

Tourism: Tourism is a social, cultural and economic phenomenon which entails the movement of people to countries or places outside their usual environment for personal or business/professional purposes.

Cultural Tourism: cultural tourism is “movements of persons for essentially cultural motivations such as study tours, performing arts and cultural tours, travel to festivals and other cultural events, visits to sites and monuments, travel to study nature, folklore or art, and pilgrimages.”





Andrew-Essien, Esekong & Ekpenyong, Ibok. (2012). Promoting Culture and Tourism in Nigeria Through Calabar Festival and Carnival Calabar. Mediterranean Journal of Social Sciences. 3. 287-294. 10.5901/mjss.2012.v3n3p287.

Collins, T., and Minnis, R. (2007) perceived community impacts of event tourism case study of the 2006 ―Hot Wheel Event‖ Hosted in Speed, Kansae. Docking institute of public Affairs Fort Hays State University Hays, Kanses

Getz, D.(2003) Sports event tourism. In S. Hudson (ed.), Sport and Adventure Tourism, pp. 49-88. Binghampton, N.Y; The Haworth Press. In Getz,

Liang, Y. Illum, S and Cole T. (2008). ―benefits received and behavioural intentions of festivals visitors in relation to distance travelled and their origin‖. International Journal of Event Management Research. Vol. 4 (1); 12-23.

Omoregie, E (2012). The impacts of events tourism on hist communities: Case, the city of Pietarsaari. An unpublished thesis for degree in tourism in Central Ostrobothnia University of Applied Sciences.


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