INTEGRATING SUSTAINABLE PRACTICES INTO CULTURAL TOURISM MARKETING STRATEGIES: THE CASE OF THE NIGER DELTA, NIGERIA

Abstract

The Niger Delta region which has a rich cultural heritage and diverse natural landscapes offers immense potential for tourism development. Yet, the effective promotion of cultural tourism experiences requires a nuanced approach that embraces sustainability principles. This paper explored the challenges and opportunities of integrating sustainable practices into cultural tourism marketing strategies in the Niger Delta. Four (4) objectives were formulated to guide the study. The study is anchored on Social Identity Theory and the Place Branding Theory. A qualitative research approach was adopted for the study. The method of data collection was systematic literature studies. Findings identified the perceived barriers and enablers to sustainability integration and examined their impact on the competitiveness and attractiveness of cultural tourism offerings in the Niger Delta. The study recommended that stakeholders should provide enhanced education and awareness, strengthen policy support, foster collaborative partnerships, and promote authentic cultural experiences as pathways to overcome barriers and capitalize on enablers for sustainable tourism development in the Niger Delta.