The Impact of Local Cuisine on Event Marketing in Dutse Local Government Area, Jigawa State
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- NGN 5000
Chapter One: Introduction
1.1 Background of the Study
Local cuisine has long been recognized as an integral component of cultural identity and a powerful tool in event marketing. In Dutse Local Government Area, Jigawa State, the inclusion of traditional dishes such as tuwo shinkafa, miyan kuka, and kilishi in event planning enhances the appeal of social gatherings, festivals, and community events. These culinary offerings not only attract attendees but also create memorable experiences that resonate with cultural pride and heritage. According to Abdullahi and Musa (2024), incorporating local cuisine in event marketing strengthens community ties, fosters tourism, and enhances the overall value proposition of events. However, the extent to which local cuisine impacts event marketing in Dutse remains underexplored, especially in terms of its contribution to attendee satisfaction and event branding. This study investigates the impact of local cuisine on event marketing, focusing on its role in attracting and retaining audiences.
1.2 Statement of the Problem
Despite the recognized importance of local cuisine in event marketing, its strategic use in Dutse Local Government Area is often overlooked or underutilized. Challenges such as inadequate promotion, limited culinary innovation, and lack of integration with broader marketing strategies hinder the potential of local cuisine to enhance event success. While studies have explored the relationship between culture and tourism, limited research focuses on the role of local cuisine in event marketing within the context of Dutse (Ahmed & Bello, 2023). This study addresses this gap by evaluating how local cuisine impacts event marketing in the area.
1.3 Objectives of the Study
1. To assess the role of local cuisine in enhancing event marketing in Dutse.
2. To identify challenges associated with incorporating local cuisine in event marketing.
3. To propose strategies for optimizing the use of local cuisine in event marketing.
1.4 Research Questions
1. How does local cuisine enhance event marketing in Dutse?
2. What challenges are associated with incorporating local cuisine in event marketing?
3. What strategies can optimize the use of local cuisine in event marketing?
1.5 Research Hypotheses
1. H₁: Local cuisine significantly enhances the appeal and success of event marketing in Dutse.
2. H₂: Challenges such as inadequate promotion negatively affect the incorporation of local cuisine in event marketing.
3. H₃: Strategic interventions improve the effectiveness of local cuisine in event marketing.
1.6 Significance of the Study
This study is significant as it highlights the untapped potential of local cuisine in event marketing, offering valuable insights for event organizers, marketers, and policymakers in Dutse. The findings contribute to academic literature on cultural tourism and event management, emphasizing the importance of culinary heritage in marketing strategies. Additionally, the study provides practical recommendations for leveraging local cuisine to enhance event branding, attendee satisfaction, and economic development.
1.7 Scope and Limitations of the Study
The study focuses on the impact of local cuisine on event marketing in Dutse Local Government Area, Jigawa State. It excludes other cultural elements and focuses specifically on the role of cuisine in marketing strategies. Limitations may include variations in attendee preferences and access to data on event outcomes.
1.8 Operational Definition of Terms
1. Local Cuisine: Traditional dishes and culinary practices associated with a specific region or community.
2. Event Marketing: Strategies and activities aimed at promoting and enhancing the appeal of events to target audiences.
3. Cultural Tourism: Tourism activities centered around the exploration and appreciation of a community’s cultural heritage.
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