REPOSITIONING NIGERIAN FIRM INDUSTRY FOR ECONOMIC ADVANCEMENT THROUGH CULTURAL TOURISM FROM 2011-2019
- Format: Ms Word Document
- Pages: 68
- Price: N 3,000
- Chapters: 1-5
- Download Full and Complete Project
CHAPTER ONE
INTRODUCTION
- Background of the study
Nigerian film industry is the sobriquet of the Nollywood and undoubtedly the most important in Africa. The industry has grown by leaps and bound and is recognized around the world. In fact, the quality of Nigerian films has improved thanks to Hollywood actors. Although Nigerian film industry has not yet reached the zenith, significant and significant progress has been made. According to the online African revival, the Nigerian film industry produces about 50 films a week, just behind Bollywood. In terms of revenue, Nigerian film industry still generates an impressive $ 590 million a year. In addition, according to data published in 2014, the entire industry would have shown that Nigerian film industry was a tempting $ 3 billion industry. According to Jumia Travel, Nigerian film industry is a thriving gold mine and, if operated on a large scale, can help promote and develop the hotel and tourism industry in Nigeria. From our culinary culture to hotels and tourist destinations, they are all needed to produce a movie. While some producers already do it, others do not (Adejuwon, 10).
However, the recent growth of Nigerian film industry has been good in Nigeria. The film industry is gradually attracting tourists to Nigeria. Nigerian film industry’s positive influence on tourism in Nigeria is the main topic of discussion that followed the publication of the 2012 World Travel Market (WTM) report on global trends and industry. According to the report, Nigerian film industry is a popular film industry in Africa. According to the report, the popularity of Nigerian film industry brings to Nigeria national and regional tourists who come to visit film locations. The report mentions Cameroon, Gabon, Sierra Leone, Kenya, Democratic Republic of Congo, South Africa and The Gambia among African countries where the growing popularity of Nigeria’s film industry is being felt. The report predicts that Nigeria will witness a 3% increase in tourism over a 4 year period. In addition to leisure travel to Nigeria by tourists, there will also be business trips due to the growing revenues generated by the film industry. The development of the hospitality industry, particularly in the city of Lagos, is one of the topics discussed in the report. Several hotels such as Radisson Blu and Four Points by Sheraton have been opened in the city. There are still other hotels still under construction, including Hilton, InterContinental Hotels Group, Accord and Protea. Nigerian Tourism Development Corporation General Manager Segun Runsewe has ranked Nollywood as the world’s second largest film industry. This is for him the reason that entertainment tourism in Nigeria is strong. In its statement in This Day, the 2012 World Travel Market report is the sixth of its kind, indicating that tourism is expanding in Nigeria (Ayibe, 54).
However, tourism is a financial chasm that the government is trying to recognize. With Nigerian film industry already realizing its full potential, it is only right that it erases the hotel and tourism sector. Nigerian film industry actors and actresses can become ambassadors of hotels and tourist destinations. This is something that the Nigerian Tourism Development Board can explore. Ashouri & Fariyadi, (30) once said, imagine that a tour to Obudu Cattle Ranch is imminent and that you have an actress like Genevieve Nnaji as a tourism ambassador, so a lot of Nigerians will be interested (Ashouri & Fariyadi, 8). Slowly in recent years, due to Nigeria’s strong presence and visibility in WTM and other key tourism fairs, the tourism world is now aware of the fact that the country is an emerging destination in Africa and is considering also some of Nigeria’s check. The African section of the fair stopped as people listened to Nigerian music, watched dancers and thirsted for the country’s cuisine. They had it so good that most of them refused to go and had to do it when the music stopped. The highlight of this year’s event was Nigeria Day (Ashouri & Fariyadi, 19). The WTM Industry Report 2012 has given a boost to Nigerian tourism.
In addition to the steady progress the country has made, Runswe said: “The Nigerian film industry nicknamed Nollywood has made the country the culmination of the tourism industry in Africa. Use the increase of no-nonsense air routes to visit the country made famous in the movies. Commenting on the WTM Global Trends report, Runswe said, “The report they receive from the WTM is the sixth in the world in the recent past. This means that Nigeria has a major impact in terms of tourism development. According to Runswe, he expressed his gratitude for highlighting the fact that Nigeria had made concerted efforts until tourism became a major source of income for the country” (21)
Ashouri and Fariyadi (17) also said that the head of the Nigerian Tourism Development Corporation (NTDC), Otunba Segun Runsewe, had assessed the impact of Nigeria at this year’s WTM thus:
“Nigeria had its bold stand and imposing in the African part of the market, showing a remarkable improvement by not articulating its presence in the market, but by creating a platform for States and private sector operators to present what Nigeria has to offer in tourism. While the Nigerian Tourism Development Corporation (NTDC) coordinated Nigeria’s participation, the major private sector players in the tourism industry had the opportunity to market their networks and make contacts with their counterparts in the world whole. It was an encouraging participation of Nigerian private sector practitioners (23). States such as Cross River State, Rivers and the Federal Capital Territory (FCT) were very active. The Federation of Tourism Associations of Nigeria (FTAN), headed by its president, Chief Samuel Alabi, led private sector operators, including the National Association of Nigerian Travel Agencies (NANTA), the National Association of Tour Operators (NATOP), and Arik Airline, Remlord Group, Eko Hotels and Suites, Tarzan Balogun Marine Services Limited and many others. Mr. Runsewe stated, “In the worldwide the travel industry advertise in 2012, we found that an ever increasing number of nations were going to the WTM and, with the World Travel and Tourism Council (WTTC), also opening their windows and invited their members, we saw that it was an opportunity attract a very large number of tourists from Nigeria (Ashouri and Fariyadi, 42).
According to Adejuwon (11), the presentation of Nollywood to the world was to take this opportunity to show the strength of Nigeria, primarily in our history, which is also part of the history of African Americans. Nigerians are also interested in our crafts, our festival, our waterfalls, our rocks, etc. So for Nigerians, this is an opportunity to invite more foreigners to Nigeria to come and see for themselves (Adejuwon, 19). He continues:
“The last thing that happened was the Americans we invited to Nigeria who were pleasantly surprised, as Runsewe revealed. They were surprised by the number of tourism opportunities and tourist destinations we have in Nigeria. Runsewe added, “We took the opportunity offered by the WTM to reassure every tourist coming to Nigeria about their safety. Let me take this opportunity to also explain a very important problem. No country in the world has total security. We would have challenges. What is more important is how to overcome them. This is what we are working on (Adejuwon, 51). The World Travel Market was therefore a total opportunity for us to show our strength as a people and to invite more foreign tourists to Nigeria, considering that two major factors are not a problem in Nigeria, namely: one language, accommodations, most major hotels of the world now have facilities in Nigeria, all major airlines of the world serve Runsewe claimed Nigeria. Thus, language, accommodation and transportation are not problems. Mr. Runsewe said the team also created an advantage in making Nigeria a destination of choice. The head of the NTDC explained that every country in the world has its challenges, especially in the security field, but the most important is the efforts of the country to combat it and also ensure the safety of tourists visiting the country (29).
Tourism activities around the world are a major source of revenue generated internally. They generate revenue for the host communities and the government in general. Once fully exploited, tourism potentials were the best means of livelihood and sustainability for any modern society, particularly for the development of tourist sites (Greg, 12). However, the attitude and behavior of residents (non-tourists) towards the improvement of income generation have been very poor. The residence (non-tourists) has always considered tourism from a different angle, which has affected the development of tourist / cultural sites in Nigeria (Greg, 16). A major problem resulting from this behavioral change is that residents (the host community) see tourists and investors as people who exploit their communities rather than for development and to exploit the tourism potential and natural resources provided by the community nature (Korstanje, 13). The World Tourism Organization (UNWTO) considers tourists to be people who travel and stay outside of their usual environment more than one year in a row for leisure, business and other non-tourism purposes exercise of a paid activity within the place visited. Tourism, however, can be described as a double-edged activity. It has the potential to contribute positively to the socio-economic development of any modern society. In addition, its rapid and sometimes uncontrolled growth can be a major source of environmental risk and degradation, as well as loss of local identity, biological characteristics and physical resources that mainly attract tourists.
Akpabio, Ekanem defined tourism as “the totting up of the observable fact and relationships ensuing from trips and stays of non-residents, insofar as they do not lead to permanent residence and are not linked to any gainful activity” (591). Greg, Butler sees tourism as “short-term temporary relocation of people to destinations other than where they normally live and work and their activities while in that destination. This includes movements for all purposes (326). According to Ayibe Falade:
In 1981, the International Association of Scientific Tourism Experts defined tourism based on particular activities chosen and undertaken outside the home. Tourism is an important source of income, even vital for many countries. Its importance was recognized in the 1980 Manila Declaration on World Tourism as “an essential activity for the life of nations because of its direct effects on the social, cultural, educational and economic sectors of national societies and their international relations (102).
1.2 Statement of problem
Significant efforts have been made to strengthen the development of tourism industries in Nigeria, but about 30% of the effect has been observed; the main challenges facing these sectors in Nigeria are lack of adequate funding and location. Funding as most tourism industries could not cope with the technological advance, thereby losing their brand and level of customer base. Over the years, the development and management of tourism, particularly tourist sites in Cross River State, has been very poor. Indeed, the main motivation to visit a tourist site is based on the heritage characteristics of the place and the perception of the tourist rather than the specific attributes of the site. In addition, the interaction between (non-resident) and non-tourist (resident) tourists in Cross River State was very poor, which had a significant negative impact on tourism development and management in this region. Indeed, any impact of irritating tourism among local residents (non-tourists) could lead to development and sustainability issues in the industry and thus reduce economic benefits. For tourists (non-residents), any tourism impact that affects their travel experience and travel costs could direct them to other destinations. This is the main problem of the Cross River State communities, which has forced tourists to move to other states for the tourist site because of the weak interaction between tourists and non-tourists on the touristic places. Hence the need for this study on Nigerian film industry repositioning for economic advancement through cultural tourism in Cross River State.
1.3 Objective of study
The general objective of this study is to find out how to reposition Nigerian film industry for economic advancement through cultural tourism. The specific objectives of the study are:
- To examine the factors affecting the growth of Nigerian film industry for economic advancement through cultural tourism
- To examine the effect of improved level of innovation on the efficiency and effectiveness of the Nigerian film industry and cultural tourism
- To examine the relationship between the Nigerian film industry and cultural tourism
- To investigate the effect of location on the development of tourism in repositioning Nigerian film industry for economic advancement
-
To offer measures on repositioning Nigerian film industry for economic advancement through cultural tourism.
- Research questions
- What are the factors affecting the growth of Nigerian film industry for economic advancement through cultural tourism?
- What is the effect of improved level of innovation on the efficiency and effectiveness of the Nigerian film industry and cultural tourism?
- Is there any relationship between the Nigerian film industry and cultural tourism?
- What is the effect of location on the development of tourism in repositioning Nigerian film industry for economic advancement?
- What are the measures on repositioning Nigerian film industry for economic advancement through cultural tourism?
1.5 Research hypothesis
H0: Improved innovation does not influences the growth of Nigerian film industry for economic advancement through cultural tourism
H1: Improved innovation influences the growth of Nigerian film industry for economic advancement through cultural tourism
1.6 Significance of study
The study repositioning Nigerian film industry for economic advancement will be of immense benefit to the Nigerian film industry, students, individuals and other researchers that wishes to carry out a similar research on the above topic in other to understand perfectly the factors affecting the growth of Nigerian film industry for economic advancement through cultural tourism
1.7 Scope of study
The study is limited to assessing how to reposition Nigerian film industry for economic advancement through cultural tourism in Cross River State from 2011 to 2019.
1.8 Limitation of study
Insufficient fund may tend to impede the efficiency of the researcher in sourcing for the relevant materials, literature or information and in the process of data collection (internet, questionnaire and interview). The researcher will simultaneously engage in this study with other academic work. This consequently may cut down on the time devoted for the research work.
