INTEGRATED OF CULTURAL IDENTITY FOR COMPETITIVE ADVANTAGE IN DESTINATION BRANDING. (A CASE STUDY OF OXBOW LAKE IN YENEGOA, BAYELSA STATE)
Abstract
Bayelsa 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 study explored the integration of cultural identity for competitive advantage in destination branding. A case study of oxbow lake in Yenagoa, Bayelsa State. 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 oxbox lake yenogoa. 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 Bayelsa state.
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