The Role of Advertising in Supporting Local Food Festivals in Kankara LGA, Katsina State

The Role of Advertising in Supporting Local Food Festivals in Kankara LGA, Katsina State

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Background of the Study
Local food festivals are cultural and economic highlights in many communities, serving as platforms for cultural expression, tourism, and economic development. In Kankara Local Government Area (LGA) of Katsina State, these festivals celebrate culinary heritage, foster social cohesion, and attract both local and external audiences. Advertising plays a crucial role in promoting these events, increasing visibility, attendance, and participation.
According to Ibrahim and Bello (2023), advertising campaigns tailored to highlight unique cultural and culinary aspects significantly enhance the appeal of food festivals. Utilizing traditional and digital media, effective advertising fosters community pride and economic benefits by attracting tourists and stakeholders. This study examines the role of advertising in supporting local food festivals in Kankara LGA, focusing on its impact on participation and economic outcomes.

1.2 Statement of the Problem
Despite the cultural and economic potential of food festivals in Kankara LGA, inadequate advertising hampers their growth. Limited promotion, poorly targeted campaigns, and underutilization of digital platforms result in low visibility and participation.
Aliyu and Musa (2024) note that ineffective advertising strategies fail to showcase the unique selling points of local festivals, reducing their appeal to both residents and tourists. This study explores the role of advertising in overcoming these challenges, emphasizing strategies to boost the success of food festivals in Kankara LGA.

1.3 Objectives of the Study

1. To evaluate the impact of advertising on the visibility of local food festivals in Kankara LGA.

2. To analyze advertising strategies that enhance participation in food festivals.

3. To identify barriers to effective promotion of food festivals in Kankara LGA.

1.4 Research Questions

1. How does advertising influence the visibility of local food festivals in Kankara LGA?

2. What advertising strategies are most effective in driving participation?

3. What challenges hinder the effective promotion of food festivals in Kankara LGA?

1.5 Research Hypotheses

1. Advertising significantly enhances the visibility of local food festivals in Kankara LGA.

2. Specific advertising strategies positively impact festival participation.

3. There are significant barriers to effective promotion of food festivals in Kankara LGA.

1.6 Significance of the Study
This study provides insights for local organizers, marketers, and policymakers on leveraging advertising to maximize the cultural and economic benefits of food festivals. It offers actionable recommendations for crafting impactful promotional campaigns.

1.7 Scope and Limitations of the Study
The study focuses on food festivals in Kankara LGA, Katsina State, and the role of advertising in their promotion. The findings are specific to this context.

1.8 Operational Definition of Terms

1. Advertising: Communication efforts aimed at promoting local food festivals.

2. Food Festivals: Cultural events celebrating local cuisine and culinary heritage.

3. Participation: The engagement and involvement of individuals in festival activities.

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