Peace IGWE1, Samson MADUEYUOGHASI2, Gladys AMACHERE3, & Nennaaton Alex-AKEKUE4
1,3Department of Marketing, University of Port Harcourt, Rivers State, Nigeria.
2Department of Marketing, Imo State Polytechnic Imo State, Nigeria.
4Department of Marketing, Rivers State University, Rivers State, Nigeria.
ABSTRACT
This research examines the role of Nigerian food tourism as a shielding mechanism for cultural heritage while creating economic growth and national progress. The research examines how Obudu Ranch and Oka Awaka and Okazi Emii food festivals use traditional local foods to develop cultural identity which influences tourists' perceptions of destinations. The Nigerian food industry maintains a wide range of traditional dishes yet its tourism sector is fraught with multiple challenges arising from weak government support and poor food quality and inadequate supply chain systems, religious rules, security issues and increasing expenses. Food tourism has established itself as a top revenue-generating tourism segment which supports employment growth and develops destination images worldwide. Nigeria can develop food tourism as its major economic base through sustainable food supply chain development and innovative culinary experience creation and policy adjustments that supports cultural and religious practices. The research necessitates studies for comparison and innovative marketing strategies and flexible models to establish Nigeria as a foremost international food tourism destination.
Keywords: Food tourism, sustainability, cultural heritage, destination branding, economic development.