i
A STUDY OF IMO CARNIVAL AND ITS CONTRIBUTIONS TO TOURISM DEVELOPMENT
BY
ONYEKWERE CHRIS CHUKWUMA PG/MA/13/66993
DEPARTMENT OF ARCHAEOLOGY AND TOURISM UNIVERSITY OF NIGERIA, NSUKKA
JUNE 2016 i
TITLE PAGE
A STUDY OF IMO CARNIVAL AND ITS CONTRIBUTIONS TO TOURISM DEVELOPMENT
A DISSERTATION SUBMITTED TO THE DEPARTMENT OF ARCHAEOLOGY AND TOURISM UNIVERSITY OF NIGERIA, NSUKKA FOR THE AWARD OF MASTERS DEGREE (MA) IN ARCHAEOLOGY AND TOURISM
BY
ONYEKWERE CHRIS CHUKWUMA
PG/MA/13/66993
SUPERVISOR:
PROFESSOR P.U.OKPOKO
JUNE 2016 ii
CERTIFICATION
ONYEKWERE CHRIS CHUKWUMA OF THE DEPARTMENT OF ARCHAEOLOGY AND
TOURISM WITH REGISTRATION NUMBER PG/MA/13/66993 HAS SATISFACTORILY
FULFILLED THE REQUIREMENT FOR THE DEGREE OF MASTER OF ART (MA) IN
ARCHAEOLOGY AND TOURISM. THE WORK EMBODIED IN THIS DISSERTATION IS
ORIGINAL AND HAS NOT BEEN SUBMITTED IN PART OR FULL FOR ANY DIPLOMA
OR DEGREE OF THIS OR ANY OTHER UNIVERSITY.
______PROFESSOR PAT.UCHE .OKPOKO DR. ITANYI, E.I SUPERVISOR HEAD OF DEPARTMENT
______
EXTERNAL SUPERVISOR iii
DEDICATION
TO MY PARENTS, ELDER PATRICK AND DAME JOY ONYEKWERE AND MY FRIEND
WORDS WON’T BE ENOUGH.
iv
ACKNOWLEDGEMENT
I would like to express an appreciation for the help that came from various strands to shape this work. First is my supervisor who doubles as the dean of the faculty of arts in the person of Professor Pat Uche Okpoko, a scholar of sterling repute.
I am particular grateful to my Glorious God to Him be all the glory. My sincere and unreservered thanks go to Professor Okafor.E.E., Professor Okpoko,A.I., Prof.Dieke,P.U.C., Dr
Nwankwo,E .A, Assoc. Prof. Eze-Uzomaka,P.I.,Dr.Okonkwo,E.E., Dr.(Mrs.) Oby Madubunyi,
Mr.Agu,C.S., Mr.Ngonadi,John, MrsNgonadi,C.V, without forgetting other academic member of staff in the department of Archaeology and Tourism, University of Nigeria, Nsukka in the personsofEzeugwu,Uchenna,Ukaegwu,Maureen,Mr.Ugwuanyi,Kelechi,J,Mr.Eyisi,Afemefuna.P,
Mr.Odum,C.J,Dr.Ikegwu,J.U.,Mrs.J.N.Ejikeme, Mr.Uzoegbu,J. etc and others non academic staff of the department for the atmosphere they created I thank you all.
My sincere thanks go to Mrs Nduka Emelda of Imo State Tourism Board, Mrs Ngozi
Oham – Head: Tourism Department, Ministry of Transport and Tourism, Imo State Nigeria, Mr
Goodluck Agbarusim-Chairman Warehouse Unit Owerri, Imo Pilot Transport Authority (IMPTA)
“Keke Napep must obey”, Mrs Nnodim.A.-Guest Relation Officer (GRO) Rockview Hotel
Owerri, Chief Ikedioha Ojinaka of Oganis Lounge Owerrri, Mrs Ogechi Agoha –Supervisor
Sunic Foods Owerri, Mrs Cordelia Ohawume and Ezugwu Esther for their efforts in making this work an outstanding success. Many thanks also go to the Liberians at the Department of
Sociology and Anthropology, University of Nigeria Nsukka, Archaeology and Tourism
University of Nigeria Nsukka, My Parents, Elder Patrick and Dame Joy Onyekwere, and my brothers Emeka, Tochi,Chinemeze,and Obinna Onyekwere for their moral support. I am grateful to my close circle of friends indeed Njoku Fidelis, Igbani Rebecca Gift, Mr Igbi,N.,Onyinyechi v
Faith and my Pastors: P.N Awuzie, David Oyedepo, Lazarus Mouka and David Ibiyeomie. You make it easy to fulfill God’s will. I also wish to thank authors of the materials I consulted in getting this work done without forgetting my only sister and her family in the person of Mr and
Mrs Ann Chinedu Ejezie “Ancol” the name I gave to her and my in-law, Prof. Fidelis Ejezie,
Dean Faculty of Medicine University of Nigeria, Enugu Campus.
ONYEKWERE CHRIS CHUKWUMA JUNE, 2016.
vi
PREFACE
This research work examined the contributions of Imo Carnival to tourism development. It also discusses the current state of Imo carnival and how it cultural mosaic can be harnessed in the best interest of its relevant stakeholders.
This work splits logically into five chapters. Chapter one presents an introduction, emphasizing the purpose of the study and how data were collected as well as striking on the definition of concepts. Then chapter two begins with literature review, where theoretical literature, empirical literature and theoretical orientation were delimited into further sub-heads with the empirical literature guided by the research objectives. Chapter three discusses the background information of the study area. Chapter four deals with data presentation and analysis, where findings, its analysis and data interpretation were delimited bearing in mind the research objectives.
Finally, Chapter five serves as the summary, recommendation and conclusion. It is my considered opinion that this work will extend the literature on carnivals. As a work based on the first ever Imo carnival, it will also serve as a reference point for further research on Imo carnival, cultural festival and tourism. This work will be of immense value to the study of carnivals, and its contributions to tourism development.
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LIST OF APPENDICES
Appendix 1: Letter of Identification from the Department of
Archaeology and Tourism.
Appendix 2: Research Interview On: A study of Imo carnival and its contributions to tourism development
Appendix 3: Themes for discussion:
Appendix 4: Interview Guide
Appendix 5: Glossary
Appendix 6: An example from UNWTO Progress Statistics Report on Sustainable
Tourism
viii
LIST OF FIGURES
FIGURE 1: Showing Variants of Cultural Tourist------18
FIGURE 2: Showing Map of Imo State showing Owerri Municipal------41
FIGURE 3: The organizational structure of Imo State Tourism Board ------56
FIGURE 3: Showing Imo Carnival Routes 2014 ------63
FIGURE 5: Showing the economic impact of Imo carnival on tourism service provider ------74
FIGURE 6: Showing the statistics of participants/Tourist as observed during Imo carnival 2014.
------88
FIGURE 7 : UNWTO'S Tourism 2020 Vision Forecast------120
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LIST OF TABLES
Table 1: List of masquerades that featured in Imo carnival 2014 and their local government of origin------61
Table 2: List of featured parade during the Imo Carnival 2014------64
Table 3: List of the different types of bands that featured during Imo Carnival 2014-----65
Table 4: Showing list of troupes/contingents that featured during Imo Carnival 2014-----67
Table 5: List of Local Government Areas that featured in Imo Carnival 2014/2015------68
Table 6: Showing Sequences of Inconsistency in Imo Carnival celebrations ------82
Table 7 : Showing UNWTO Progress Statistics Report on Sustainable Tourism 2020 Vision------
------120
x
LIST OF PLATES
Plate 1: Showing the Governor (third right) and Imo carnival 2014 organizing committee chairman Paddy Obinna (second right) and Nkiru Sylvanus secretary organizing committee
(Fourth right) during the flag-off.------59
Plate 2: Showing faculty of Medicine IMSU float and the researcher with one of the participants during Imo carnival 2014.------60
Plate 2a: Akakpo------61
Plate 2b: Mgbadike------61
Plate 2c: Ogionu------62
Plate 2a,b,c: Showing masquerade displays during Imo Carnival 2014------63
Plate 3: Youth Parade------64
Plate 4: Children Parade------64
Plate 4a: Children Parade ------64
Plate 5: Upcoming Artistes------64
Plate 6: Umuada and Umuokpara(Maidens) ------65
Plate 7: Contemporary Music------65
Plate 8: The free education band. ------65
Plate 9: Friendship band.------65
Plate 10: Youth must work bands. ------66
Plate 11: Governors’ band.------66
Plate 12: Nneoma band ------66
Plate 13: Corporate band------66
Plate 14 : Ministry of Local Government and Rural Development ------67 xi
Plate 15: Ministry of Public Safety and Utility.------67
Plate 16: Imo State Universal Basic Education Board.------67
Plate 17: Ministry of Tertiary Education, Science and Technology.------67
Plate 18: Showing Mbaitolu Local Government Train during Imo carnival 2014 with the researcher at the center of the Participants.------69
Plate 19: Showing the researcher after an interview session with IMPTA Chairman and Vice
Chairman.------71
Plate 20: Showing the researcher after an interview session at Sonic Foods ------72
Plate 21: Showing the researcher after an interview session at Abigail Luxury and Suites.--73
Plate 22: Showing the researcher on yellow top(center) with staff of Kartel Musical
Academy(KMA) entertainment at the Imo carnival 2014 stage before the flag-off.------74
Plate 23: Showing some of the performers at the Imo carnival 2014 flag-off stage.------75
Plate 24: Showing a young man struggling to use the deputy Governor float vehicle as his awareness programme. ------77
Plate 25: The researcher and a built Water fall constructed by the state Government near freedom square roundabout.------78
Plate 26: Showing the economic impact on the host Community.------80
Plate 27: Showing an advert on Imo carnival at the city center but not found in most LGA’s of the State after a comprehensive tour of most LGA’s by the researcher.------81
Plate 28: Showing a major access road from Port Harcourt (Umuapu Ohaji) to Imo carnival venue and the effect of the bad road at Umuapu - Ohaji------83
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TABLE OF CONTENTS
Title page i
Certification ii
Dedication iii
Acknowledgement iv
Preface vi
Appendices vii
List of Figures viii
List of Tables ix
List of Plates x
Table of Content xi
CHAPER ONE: INTRODUCTION
1.0 Overview 1
1.1 Statement of the Problem 2
1.2 Research Questions 3
1.3 Research Objectives 3
1.3.1 General Objectives 3 xiii
1.3.2 Specific Objectives 3
1.4 Research Methodology 4
1.4.1 Direct Observation 4
1.4.2 In-depth Interview 4
1.4.3 Documentary Study 5
1.5 Significance of Study 6
1.6 Limitations of Study 6
1.7 Clarification of Concepts 7
CHAPTER TWO: LITERATURE REVIEW 14
2.1 Theoretical Literature 14
2.1.1 Functionalism Theory 15
2.2 Empirical Literature 17
2.2.1 A Review of some studies on carnivals and festivals around the World and Nigeria 19
2.2.2 Strategic Planning and Programming of Imo carnival 33
2.2.3 Marketing Carnival as Cultural Festivals 36
2.3 Theoretical Orientation 37
xiv
CHAPTER THREE: BACKGROUND INFORMATION 38
3.1 Geographical Location 39
3.2 Climate and Vegetation 42
3.3 Historical Background 43
3.4 Demographical Information 45
3.5 Socio-political Organization 46
3.6 Socio-economic Activities 47
3.7 Socio-cultural Organization 50
CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS
4.0 Introduction 59
4.1 Presentation of finds 59
4.2 The usefulness of culture to tourism development 60
4.3 Imo carnival and tourism development 69
4.4 Impact on the Economy 69
4.5 Impact on the culture and environment 75
4.6 Impact on the host community 78
4.7 Challenges and Prospects 80 xv
4.7.1 Inadequate public awareness of Imo carnival. 81
4.7.2 There is no specific documented period when Imo carnival should hold. 81
4.7.3 Lack of tourism policy, statistical data and carnival calendar. 82
4.7.4 Religious Iconoclasm 82
4.7.5 Non – zonal flag-off venue and poor marketing strategy 83
4.7.6 Poor facilities and amenities 83
4.8 Analysis and Interpretation of Data 84
4.9 Statistical Index Analysis 87
CHAPTER FIVE: SUMMARY, RECOMMENDATION AND CONCLUSION 89
5.0 Summary 89
5.1 Recommendation 89
5.2 Conclusion 106
References ` 108
Appendices
List of Informants
1
CHAPTER ONE
INTRODUCTION
1.0 OVERVIEW
Festivals have always being an integral aspect of man’s life. Most times festivals, celebrations and carnivals involve dances, masquerade and other cultural exhibitions.
Celebrations and dances are essential part of autochthonous customs and tradition which help to increase the tourism potentials of the area that practice them(Chappel and Loades 2006:191,
Odok,Omoogun, and Ephraim,2013).The increased role of carnival in cultural tourism promotion, has been recorded in countries like in Brazil,Spain,Germany,the traditional Mardi Gras parade on champ de Mars in the Haitan Capital of Port–au-Prince Haiti,the annual Calabar carnival in Cross
River State and the National carnival Abuja cannot be over emphasized(Picard and Robinson
2006:5,Ravenscroft and Matteucci 2003:12,McMahon 2000:378-390,Inah (2008),Oji (2009),and
Ugwu, 2009).
Imo carnival is an embodiment of cultural fiesta. It’s content include: Umu Ada and Umu
Opara Imo Parade, Command Performance, Contemporary music upcoming stars, Musical performance super splash, Igbo Poetry/Fork night, Igbo talk show, etc, with other attending benefits to its stakeholders such as income generation for costume artistes, feather producers, transporters, moderators of talk show, and live band entertainment providers such as Kartel
Musical Academy (KMA) Entertainment and the government and people of Imo State by way of showcasing their rich cultural heritage to the world.
The carnival is presently at its fledging stage. The need to harness it for tourism development is necessary. It is obvious that carnival is an active agent of tourism development 2 which can bring people together irrespective of their different cultural mosaic. Therefore, this research work argues that Imo carnival can serve as a catalyst for tourism development in Imo
State if strategically planned, programmed and implemented. This study examines Imo carnival holistically and how its rich cultural heritage can attract tourists from within and outside Nigeria.
1.1 STATEMENT OF THE PROBLEM
Carnivals are no doubt an aspect of the people cultural mosaic. Imo Carnival like other carnivals celebrated globally represents a very important aspect of culture.Moreover, it is obvious that, Imo carnival though in its embryonic stage can contribute to tourism development; therefore, there is the need to package it in order to maximize its tourism potentials.
However, one of the issues to be addressed in Imo carnival, which is of particular concern to this research include the politicizing of the carnival and the event management, which has to do with date, timing, venue, regularity, the level of horizontal and vertical participation of people within and outside Imo State, the inconsistency in the public awareness, etc. There is a general lack of awareness of Imo carnival among the Nigeria populace in general and Imolites in particular. This lack of awareness (Ashipa, 2001), and improper planning result in apathy and poor turn out as the people often do not know the real date and time when the carnival will hold.
This can lead to or may cause tourists to loss interest in the Imo carnival. Lack of effective committee to champion the management of Imo carnival is equally one of the challenges.
The question now is what are other practical steps to be taken to tackle these issues raised?
3
1.2 RESEARCH QUESTIONS
To ensure adequate coverage of the subject matter and that no important aspect of this research is skipped, the following research questions were used:
1. What are the contents of Imo carnival?
2. What challenges face organizers of the carnival?
3. What are the socio-cultural and economic implications of Imo carnival to tourism
development in Imo State?
4. What strategies can be adopted to ensure the sustainability of the carnival?
1.3 RESEARCH OBJECTIVES
1.3.1 General Objectives
In general, this study intends to know the contribution of Imo carnival to tourism development in Imo State.
1.3.2 Specific Objectives
Specifically, this research work hopes to achieve the following:
1. To examine the usefulness of culture to tourism development in Imo state.
2. To examine the socio-cultural and economic implication of Imo carnival in tourism
development in Imo State.
3. To identify the challenges facing Imo carnival. 4
4. To discuss the strategies that can be adopted to ensure that Imo carnival is sustained.
1.4 RESEARCH METHODOLOGY
In order to achieve the desired objectives for this study, the researcher adopted
“methodological triangulation-in which a variety of methods and strategies are employed in the study” (Okpoko 2001:6).
Consequently, direct observation, in-depth interview, and documentary approach were used in collection and analysis of data.
1.4.1 Direct Observation
This method of data collection has being used in this study. This is because the researcher had to visit the venue of the carnival flag-off between Wednesday 1st to Monday 6th of October,
2014 to observe the “all day and all night event”, which was flagged-off at Owerri city school by
Governor Rochas Okorocha. Hence, the experience became a great asset in the course of this study. Direct observation was used in order to check and cross-check data, collect data for proper data audit, examine data collection, confirm the reliability of the research or its potentials for bias or distortion as applied in other researches done( Okpoko and Ezeh 2011:18).
1.4.2 In-depth Interview
In-depth interview was also used in this study to address the subject matter. In-depth interview entail the collection of semi-structured or unstructured data through interview- interviewee verbal interactions or conservations while observing other non-verbal communications (Okpoko and Ezeh 2011:71). 5
This study has to do with human society. It is concerned with the culture of contemporary people and therefore ethnographic in nature and as such the researcher applied in-depth-interview by interviewing the relevant stakeholders in Imo carnival celebration. This approach was used because it is a technique of collecting data in a larger area within a limited period. Figures, maps, statistical charts, photographs were also used for clarity. The interviews were based on some interview guide which contains a list of points to be covered at the study area. However, the guides were not meant to be strictly adhered to, so as to get the relevant information as at when due.
In other words, the study used in-depth interview to elicit information from respondents at the study area using key informants while attempts were made to ensure adequate representation of respondents from the relevant ministries and agencies in Imo State. This was done by visiting
Ministry of information and strategy, ministry of transport and tourism, Imo state tourism board, some hotels and other participants.
1.4.3 Documentary Study
This involves data from written sources such as newspapers, magazines, journals, books
,etc as well as such categories as drawings, maps, tracts, flex banners, etc. This formed the secondary source of data collection, since it does not involve direct contact and interaction with any subjects.
A survey of some existing documented literatures on carnivals, tourism, festivals, etc. and in the study area (Imo State) by earlier studies was considered. Additionally, on-line information were also used. Furthermore, the use of photograph in this study was fundamental because of its importance for clarity. These photographs speak further on Imo carnival 2014. 6
1.5 SIGNIFICANCE OF STUDY
The anticipated contribution of this study can be viewed from two dimensions, viz: theoretical and practical significance.
Theoretically, it will help in contributing to knowledge in the field of tourism and addressing the existing gap in literature on Imo carnivals. Furthermore, it will be a valuable resource for further study of Imo carnival.
Practically, it will serve as a check-list for policy makers and other relevant stakeholders. In addition, it will enlighten the potential cultural tourist on the rich cultural mosaic of Imo carnival and the need to see Imo carnival as an event to experience. More so, this study is equally important in that it is envisaged to provide a blue print on how to solve the problems of crowd control putting into considerations the carrying capacity of the Imo carnival flag-off venue.
Furthermore, it will be of benefit to hospitality providers in Imo state and its environs to strategize on how to make organizers utilize the event to generate revenue for themselves in terms of profits and for the government in terms of tax in the best interest of the tourists.
1.6 LIMITATIONS OF STUDY
In carrying out this research, some limitations were encountered they include:
ACCESS TO INFORMATION
The secondary materials or sources which are needed especially for the literature review are not easy to come by as much work has not been done on Imo Carnival. Most of the works done are on masquerade festivals, new yam festivals, Ozuruimo cultural festival and traditional dishes this led to limitation in theoretical literature. 7
FINANCE
This is an exogenous factor that is outside my control. The researcher faced challenges in order to meet up with the financial demand of this research work which comprises mostly of transportation from Nsukka to Imo State and its accompanying surface transportation following the different locations of various relevant ministries, board, committees, hospitality outfits and convenient schedules of my relevant interviewee respondents.
TIME
Considering the fact that the Imo State tourism board staffs were observing strike in reaction to the perceived privatization of the board, made some relevant information needed for this work to be treated with strict confidentiality by my respondents especially in the aspect that concerns the organizational structure of Imo tourism board making it to delay in the processes of getting the key respondents as series of appointments were made before I was given attention. Moreso, efforts to reach some hotel managers were faced with time constraints as series of appointments were fixed and they kept on postponing it without considering time frame of this research work.
1.7 CLARIFICATION OF CONCEPTS
CARNIVAL
Carnival is a cultural tourism demand generator that gives the consumer a reason to visit a destination and further, form the central theme for the visit. Ideally, “they are experiential, unique, exciting one-of-a-kind encounter that appeal to the target market” (EPGC 1995:5). According to
Microsoft Encarta (2009:6) 8
“Carnival is viewed as a public festive occ asion or period, often with street procession, costumes, music and dancing. Carnival offers a dynamic tool for self-expression and exploration, a tool to seek out our roots, a tool to develop new forms of looking at the world and its cultures, and finally, a tool to discover what we all have in common, and to celebrate what makes us different.” (Microsoft Encarta, 2009:6)
According to Mc Kercher and du Cros (2002:114) “Festivals and events are de facto, short-duration primary attractions. Again, festivals serve to concentrate a wide array of activities into a condensed time frame, creating a critical mass of products for tourist consumption”.
In my own opinion, carnival can be seen as a celebration that fosters the learning of ourselves, accepting and understanding other unique cultures. It is a uniting force that brings people joyfully in harmony together to release antisocial impulses.
TOURISM DEVELOPMENT
One common way by which scholars have attempted to define or explain the meaning of tourism development is to examine the concepts of tourism and development separately and thereafter draw a correlation between them. This is the approach I have adopted in this research.
TOURISM
There are different definitions of tourism. Scholars define tourism based on their level of understanding of the concept and discipline’s background.
Ezeh (2006:296) sees tourism “as a temporary movement away from one’s normal residence or place of work for at least an overnight stay at another location for recreational reasons; and the facilities that provide them”. This definition is not without its drawback 9 considering the fact that tourism is more than recreational flavors, as it includes other purposes of interest to the tourists.
According to Okpoko and Okpoko (2002: 21), tourism is seen as “any temporary movement of people, either individually or in groups, from one place to another for specific ‘tourism’ purposes”. The purpose of such journey can be classified under the following headings: (i)
Leisure (recreation holiday, health, study religion and sports), (ii) business, Family, Mission,
Meeting (Hoivik and Heiberg 1980 in Okpoko and Okpoko 2002:20)
Further, Pearce (1993) offers that: “tourism in its broad sense is the sum of the phenomena pertaining to spatial mobility, connected with a voluntary change of place, the rhythm of life and its environment and involving personal contact with the visited environment (national, cultural and social)”(Ezeah 2006:254).
The definition of tourism has been the subject of long debate. As observed by Okpoko and
Okpoko (2002:19),
“like any other concept, tourism is very difficult to define in absolute terms. Tourism experts have not been very precise or totally considered in the usage of the concept. These differences emanate, firstly as a result of the researchers’ own concern and training, and secondly due to changing phases of the history of tourism .Tourism is thus a complex and pervasive phenomenon. It touches all aspects of man and society-be they social, political, economic, cultural, historical or physical environments” (Okpoko and Okpoko 2002:19). In my opinion, tourism can be seen as a purposeful temporary short term movement of persons rationally to areas of interest and attractions that involve at least an overnight stay at the destination without engaging in any paid services. It also includes the business of providing its products and associated total experience. 10
DEVELOPMENT
This is a concept that is value loaded. There are as many views on development as there are scholars (Omoruyi 2001:3). Indeed, every discipline has its own conception of development.
There is economic development, political development, and tourism development to mention a few (Igbo and Okpoko 2006:11). What these dimension have in common accord is that they have an implicit agreement that development has to do with growth; progress and advancement. How growth, progress and advancement can be measured or achieved is another matter (Igbo and
Okpoko 2006:11).
Nyerere (1978 as cited in Omoruyi, 2001), a politician, and great educator, maintains that development is summed up as man’s capacity to expand his environment and his own consciousness, and therefore, his power over himself, his environment and his society. To him, man is the central pivot around which development revolves. Hence, concluded that development is for man by man and of man (Omoruyi 2001:3). This means that man must first develop his inner-self before the external development can take effect.
Economists, for example, according to Igbo and Okpoko (2006:13) see development “in terms of the over-all status and performance of the economy whether it is a mono-economy or industrialized, and whether the Gross National Product (GNP), the Gross Domestic Product
(GDP) and the per capita income are low high”. To them, where these indicators are experiencing growth, the result is said to be ‘development’ but these indicators has its weaknesses because a lot of issues are being glossed over like informal activities taking place which are not been noted.
Aside from political and economic development, other areas of consideration include the social and cultural development. The social development approach, according to Igbo and 11
Okpoko (2006:15), “is more concerned with the ‘health of human beings’ in the society striving for development. This is often measured by reference to the Physical Quality of Life Index
(PQLI)- a weighted average of life expectancy, infant mortality ,and adult literacy”(Foster- Carter
1986:5 in Igbo and Okpoko 2006:15) While the cultural development involves the modernization of the way of life of a society, the economic development approach concerns itself on the “health of the economy”. Furthermore, development can be defined as positive change in both the material and non-material aspects of human life within the framework of available cultural and natural resources (Okpoko,n.d).
Brett (1973) described development as “a change process characterized by increased productivity, equalization in the distribution of the social products, and the emergence of indigenous institutions whose relations with the outside world are characterized by equality rather than by dependence or subordination”. Fadahunsi (1986 in Okpoko n.d) also defined development
“as the mobilization, adaptation and of human and natural resources within a state to meet the needs, and possibly, the wants of the citizens of such states”. Therefore, tourism development according to Igbo and Okpoko (2006:15) “can be viewed as improvement in tourism product and services and their exploitation for social, economic and ecological wellbeing of the society”.
In my opinion, development can be seen as the aggregate whole of balanced improvement in human affairs without compromising any aspect culturally, economically and environmentally.
The development of tourism through the contribution of Imo carnival would give rise to opportunities “such as in the hospitality, gambling and lotteries, travel and tour services, sport and recreation, conservation and leisure, among others” (Johan 2003:10 in Agbonlahor and Ukhurebor
2006:90). 12
On a general level, however, one can differentiate human and material aspect of development. While human development embraces long-term skill acquisition, expertise and advancement in knowledge, material development entails improvement in machines, tools and equipment (Okpoko, n. d). But development that aims to survive and prosper within the natural environment must also seek a practical balance, equitable growth and the regulation of the ecosystem, in which sense, development tends to establish a natural character. The need to incorporate the cultural aspect of development within the framework of a sustained ecological system prompted scholars the world over to develop the concept of sustainable development since the early 1970s (Okpoko, n. d).
According to Okpoko (n. d) ever since World Commission on Environment and
Development defined sustainable development as development that meets the needs of the present without compromising the ability of the future generations to meet their own needs” (World
Commission 1978 in Okpoko, n. d), this concept has been variously defined by scholars.
However, most of the descriptive models of sustainable development have linked on ecology
(environment) economic (monetary) or cultural (social) depending on the research background or interest of the scholar. Ideally, according to Kirdar (1992 in Okpoko,n.d) sustainable development must be rooted in the culture, values and priorities of a society. In consolidation, sustainable development or green development is that which continuously puts into consideration the way of life of the people without distorting its value now and in the future.
Consequently, these bring us to the concept of tourism development having examined it separately in terms of tourism and development. Therefore, tourism development is a process of enhancing all relevant tangible and intangible resources in the business of leisure and hospitality 13 industry in order to satisfy the needs and aspirations of tourists without distorting the cultural milieu of the host community.
14
CHAPTER TWO
LITERATURE REVIEW
2.1 THEORETICAL LITERATURE
To effectively and efficiently direct the focus of this work, functionalism theory will be used. Hornby (2010:1548) opines that a theory is “a formal set of ideas that is intended to explain why something happens or exists”. For Microsoft Encarta (2009) theory is the body of rules, ideas, principles, and techniques that applies to a subject, especially when seen as distinct from actual practice.
According to Marx 1963 in his work “Theories in contemporary psychology”, theory provides “a basis for research practice and application”. It serves both as a tool and as a goal. As a tool theory serves to direct empirical investigation “the tool function is evident in the generally accepted proposition that theories guide research by generating new predictions not otherwise likely to occur” (Marx 1963 in Igbo and Okpoko 2006:11). “As a goal, theory is something valued in its own right. For example, theories integrate and order empirical findings; they are an economical and efficient means for abstracting, codifying, summarizing, integrating and storing information” (Igbo and Okpoko 2006:11).
Consequently, theory has been seen as an assumption or set of assumptions, accepted principles, rules of procedure based on limited information or knowledge, devised to analyze, predict or otherwise explain the nature or behavior of a specified set of phenomena, abstract reasoning ( Igbo and Okpoko 2006:12). 15
In my opinion, theory can be seen as a tool that is directed towards explaining an idea.
These different views of theory from various authors help to explain properly the theory used in this research work.
2.1.1 FUNCTIONALISM THEORY
One of the major theoretical perspectives for social analysis is the functionalist perspective. Functionalism was propounded by Bronislaw Malinowski (1884-1942). At the brink of the First World War the Polish-born Ph.D candidate in England, Bronislaw Malinowski, was attending a conference in Australia when the war broke out. Poland being an ally of Germany who along with other country like Austria-Hungary and Turkey formed the Central Powers that were at war with Britain, France, Russia, Belgium, Serbia, Montenegro and Japan, Malinowski technically becomes an enemy. Instead of imprisoning him, he was allowed to stay in one of the
Australian territories, the Trobriand Islands. To keep busy, he immersed himself in the study of the people’s way of life. From the accumulation of data he later formulated what become known as functionalism (Okpoko and Ezeh 2011:27).
Functionalism has to do with “the contribution than an institution or any partial activity makes to the maintenance of the whole” system (Okeibunor and Anugwom 2002:26 as cited in
Igbo and Okpoko 2006:15). The theory of functionalism is of the view that, institutions, concepts and practices of a society have their relevance in their contribution to social continuity
Functionalism is the theory that is based on the premise that all aspect of a society, institution, roles, norms etc. serve a purpose and all are indispensable for the long-term survival of the society (Sherman and Wood 1982 in Ugwu 2009:8). Functionalism is the contribution that institution, item or any partial activity makes towards the maintenance of the whole (Igbo and 16
Okpoko 2006 in Ugwu 2009:8).Functionalism theory sees society as a system of interrelated and inter-dependent parts which function for the maintenance of the entire society. For the proponents of this theory, everything in the society performs a useful function, and as such should not be neglected (Ugwu 2009:8)
Functionalism also implies a hypothesis that everything in the community has a function.
One of the great contribution of Redcliff-Brown to shaping functionalism is, in suggesting the manner in which component parts of the social system are said to relate or interact together to sustain the society. That is, they interact harmoniously like an organism and work toward the achievement of an organic whole (Sherman and Wood 1982 as cited in Ugwu 2009:8).
The essence of this theory to this study is based on the premise that carnivals and its products function in the society in order to ensure the sustainable development of culture while engendering general survival of the organizational goal of Imo carnival.
However, functionalism theory is not without its merits and demerits. On its merits, functionalism interprets social phenomena using analytical strategy, they are of the view also that the institutions, concepts and practices of a society have their relevance in their contribution to social continuity. Functionalists believe that society is based around a value consensus and social solidarity, which is achieved by socialization and social control.
Demerits, of functionalism is on the adoption of only the methodology of the natural sciences and focus on only direct observable social facts and correlate them with other observable social facts while rejecting written history of nonliterate societies seeing it as a mere conjecture.
Malinowski (1944:171) who had life-sciences background went on to draw a bio-organismic 17 analogy whereby the society is like a living person and its institutions like the components of his body. He states:
“Every culture must satisfy the biological system of needs, such as those dictated by metabolism, reproduction, the physical conditions of temperature, protection moisture, wind, and the direct impact of damaging forces of climate and weather, safety from dangerous animals or human beings, occasional relaxation, the exercise of the muscular and nervous system in movement, and the regulation of growth”(Okpoko and Ezeh 2011:27).
Thus, the positive aspect of the theory is that, all parts of society can be understood with reference to the functions they perform, as such Imo carnival which involves dances, and other cultural exhibitions functions are a unifying practice that keeps the society active.
2.2 EMPIRICAL LITERATURE
Five type of cultural tourist has been identified based on the importance of cultural tourism in the overall decision to visit a destination and depth of experience. McKercher and du
Cros (2002:139). The variants are presented graphically below.
Figure 1: Showing Variants of Cultural Tourist
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Deep Serendipitous cultural Purposeful
tourists cultural tourists
Tourist
Experience Incidental Casual Sightseeing Sought Cultural Cultural Tourists tourists tourists
Tourist Tourist
Shallow
Low High
Importance of cultural tourism in the decision to visit a destination
Source: McKercher and Du Cros 2002:140
The horizontal axis reflects the centrality of cultural tourism in the overall decision to visit a destination or participate in an event. It recognizes that the role cultural tourism plays in the decision to visit a destination can vary from the main or only reason to visit to playing no role in the decision making process even though the tourist may still participate in some cultural tourism activities such as Imo Carnival. The vertical axis represents depth of experience.
A range of experience exists, varying from deep or meaningful cultural experiences to entertainment oriented or largely recreational cultural experiences (McKercher and du Cros
2002:140).
The significance of this in tourism development is that Imo carnival helps to bring people together to celebrate the tourism ideals of the Imo State and as such brings one people of different cultural margins together joyfully irrespective of their type of experience sought or height of 19 decision to visit a destination. This is manifested in the various activities that sprang up to consolidate the celebrations.
2.2.1 A Review of some studies on carnivals and festivals around the World and Nigeria
For a meaningful and successful research work, a review of earlier works done on carnival around the World and Nigeria will be needful. This would help to make a critique of the research in progress and put such in its rightful footing. Much has been written in the tourism field about the cultural and organizational content of carnivals, festivals, and events, along with practical issues and logistics relating to the planning, programming and management of such occasions
(Burr 2006:85). Hence, the need for the present researcher to review earlier works done by different scholars on carnival and other tourism events, becomes imperative.
Burr (2006:22) discusses the political and social underpinnings of the creation and the later transformations of Notting Hill Carnival in London United Kingdom. Originally staged to remember and celebrate social emancipation protests by Afro-Caribbean’s in London in the early
1970s, the carnival has transformed into a large scale festival during the 1980s and 1990s.
Burr focuses in particular on different organization cultures, which are brought forward or symbolically mobilized to defend and contest the ownership and spatial control of the event. In this context, the metaphor and symbolic act of freely walking in the street, symbolizes the historic abolition of slavery, which is regularly used by the organizers to protest against the administration culture and security concerns of city authorities and police forces ( Burr 2006:22).
Commenting on the management, funding and plans implementation of Notting Hill
Carnival, (Burr 2006:91) noted that, the Greater London Authority (GLA) as the strategic government body of London was establish in 1999 and are involved in London-wide activities 20 and issues, one of which is Carnival. The GLA has an attitude toward the carnival that is also rooted in the culture of regulation and control though more indirectly. During the Carnival of
2001, there were over 10,000 police on duty to uphold law and order which cost £4million in
2001, following the murder of two carnivalists at the Carnival 2000, which led to a Media outcry.
According to GLA official, in the aftermath of the problems incurred in the year 2000,the
Carnival Committee approached the Mayor of London asking his help to carry out a survey of the management and funding of the Carnival (Burr 2006:91). The GLA used a wide range of mechanisms to extend its sphere of influence. One was by been proactive in helping solve carnival’s problems. For example, it employed the Intelligent Space Company to carry out a spatial modelling survey of the 2001 Carnival to find solutions to problems such as crowd congestion. The GLA also commissioned a study of stewarding problems and the feasibility of a stewarding training scheme. To solve some of the Carnival’s financial problems and to develop
Carnival’s economic potential it commissioned an Economic Impact Study (GLA EIS) of the
Carnival through the London Development Agency, which also included a brief to examine
Carnival’s management structure. The latter found that in 2002, Nothing Hill Carnival generated approximately £93 million and supported the equivalent of 3000 full-time jobs (GLA,2004 in
Burr 2006:92). The GLA used the studies that it commissioned to provide support for any changes that it wanted to introduce in Carnival planning and management. The GLA, as with the other stakeholders, such as Royal Boroughs of Kensington and Chelsea (RBKC) and Westminster
City Council (WCC) have all become drawn ever further into the running of the carnival, as regulators, strategists and critically, as funders even when the carnival serves as an arena for them to articulate their agendas and play out their conflicts of interest (Burr 2006:91). The history of the Nothing Hill Carnival and the reason for its existence are firmly rooted in the ideals of 21 freedom, unity and community empowerment. To contain the much debate about Carnival in
2003, a new community-based Carnival organizing body was established called London Notting
Hill Carnival Ltd.,to take charge of the corporate event, which has gained ‘World Carnival’
Status (GLA 2004:9).
The values of Notting Hill Carnival break through socio-economic, socio-cultural,and environmental in London United Kingdom. What is evident from Notting Hill Carnival is that there is a rooted community empowerment and associated economic and socio-cultural benefits it generates for the carnivalists, service-providing statutory stakeholders. For example Notting Hill
Carnival with its celebratory bacchanal core, not only because it is highly valued by the Afro-
Caribbean community, in terms of socio-cultural values, but also because it’s epitomizes carnival and provides London with such a unique event that attracts tourists, who in the course of their stay contributes to the revenue generation of the host community.
Aesthetically, Notting Hill Carnival, has been able to add value to the environment where they are celebrated. For example, with the introduction of full time permanent Road Director to oversee and organize the carnival procession through the narrow street of Notting Hill has added aesthetic value to the environment of the locale as such checking the problems of crowd congestion.
Concentrating on the symbolic and social spaces of festivals and the social contexts out of which the festival emerged, Irida and Crouch (2006:21) stated that la cavalcatasarda, is an annual festival in Sardinia, Italy, which for more than a hundred years has been mobilizing folklore groups, horse riders, visitors from different parts of the Island and currently attracts international tourists. Analysed through different re-signification processes that have been taking place since 22 the invention of la cavalcatasarda, as a folkloric spectacle for the king of Italy. Irida and Crouch
(2006:21) again observed that, from being a symbol for the colonial power of the king, through to the development of mass tourism in the 1960s and 1970s, and with the increasing touristic emphasis on ‘cultural products’ in the 1990s, the festival seems to have gained a new status and role as a place to enact forms of local belonging, pride and beauty. Hence, they appear to have initiated a revatorisation process of forms in material culture and folklore, which have become locally accepted metaphors of sardinia’s participation in the contemporary world. Lacavalcata
Sardinia,is not without its socio-cultural,socio-economic,and environmental benefits to the environment where it is celebrated. Although deep rooted in socio-cultural values as a “Cultural product” in the 1990’s. This annual festival in sardinia,Italy has continued to benefit the locale as it gives them social and economic cohesion.Lavenda,(1991 in Getz,1995 :314)describes festivals
“ as stories told by members of a culture about themselves”. Greenwood’s case study (1989 in
Chappel and Loades 2006:191) of the festival in fuenterrabia in spain’s basque country is an example of the festival as story-teller. In recalling the victory of the towns’ people of fuenterrabia over the French in the siege of 1638, Greenwood shows how festival provided an historical text.
Following the fact that, its preparation and staging involved almost all the population of the stakeholders regardless of status, occupation or customary hostility towards one another, it reproduced the solidarity of the communication at the time of the siege. Through their focus on what is commonly defined as “heritage”, festival also increase a community knowledge, awareness and appreciation of earlier lifestyles and highlight the importance of ordinary things.
According to Malouf (2000:10),it is the work of heritage “to pay as much attention to what is ordinary and specific as to what is exemplary and rare” Malouf asserts that ordinary and specific 23 objects “gives identity to the group, help to define it ,give it cultural and social cohesion” (Malouf
2000:2)
The socio-economic value of La Cavaleata sarda in the environment where they are celebrated are enormous, as locale goods and services are been patronized by the participants from different partsof the Island and international tourists thereby improving the economic stance of the host community while generating revenue for the government through income tax payment.
Aesthetically, La Cavaleata sarda has added value in the conservation of the the Island of
Sardinia Italy as efforts are collectively made by the different stakeholders in order ,to ensure the sustainability of the environment for the now and future generations through its statutory service providing stakeholders in order to maintain a clean and health environment.
Carnegie and Smith (2006: 25) examines the trans-nationality of the festive form of the
South Asian Mela and the ways in which it faces the challenges of its different cultural setting of
Edinburgh, Scotland. Underlying the case of the Edinburgh Mela is an ongoing process (struggle) of adaptation and accommodation, as conflicts are acted out within and without the festival’s organization. In a city which has demonstrated the strong connection between tourism and festivals, the Mela faces pressures to conform to being a part of an emergent multicultural tourism product, while at the same time provide an outlet for expressions of Scottishness. In addition the form, content and spaces of the Edinburgh, Mela are continually being shaped by what younger
Asian audience want to see (Picard and Robinson 2006:26).
This festive form of the South Asian Mela is not without its Socio-economicvalue to its locale. The economic benefits of the South Asian Mela include the buying and selling of festival goods and services, such as locale manufactured items like festive designer wears, 24 lodging/accommodation provision for tourists, etc. For a city which has long demonstrated the strong connection between tourism and festival.
Socio-culturally, the festive form of the South Asian Melu provides the platform that encourages cultural integration amongst Scottish, following the challenges of different cultural setting in Edinburgh, Scotland.
Environmentally, the value of the festival on the environment includes the continuous conservation of the environment to what younger Asian audience expects. Furthermore, it adds to the aesthetic nature of the destination, thereby encouraging greater tourists visit and participation.
Picard (2006:22) explores different sets of cultural performance observed during the preparations and celebrations of the abolition of slavery festivities in a fishing village in the
French island of La Reunion, in the Indian Ocean. This festival ‘appears’ in the mid-1990s, in a context characterized by rapid structural and demographic change inside the island and new geo- politic and economic relations with its wider environments. Rapid coastal tourism development and the reformulation of agricultural lands into aestheticized ‘landscape’ are among the most visible manifestations of this change. Picard asserts that various participants use the festival to create, formulate and test metaphoric spaces (in particular the ‘past’), which allows people to express feelings of nostalgia and angst, and to make sense of the uncertain realities and modalities of the new type of economy and society (Picard and Robinson 2006:22).
The socio-economic values of the celebration of the abolition of slavery festivity in a fishing village in the French Island of La Reunion, in the Indian, in the Indian oceans comes with rapid structural and economic relations with its wider environments as a result of rapid coastal 25 tourism development with in- turn benefits the host community of the French Island of La
Reunion in terms of income generation and indirect employment for the host community.
Festival is the celebrationof the things people value (Chappel and loades 2006:191)
Lavenda describes festivals “as stories told by members of a culture about themselves” (Lavenda,
1991 cited in Getz, 1995:314).
Socio-culturally, the festival observed in the French Island of La Reunion, in the Indian ocean, remains the people about their past-the abolition of slavery in a fishing village in which they belong. Considering the environmental values of this festival in the French Island of La
Reunion, one of its benefits in the environment where it is celebrated is the reformation of agricultural lands into aestheticized “landscape” which gives the people a new sense of belonging about their society.
Robertson(2006:26) analyses one of the first large-scale ‘anti-globalization’ demonstrations in Quebec, Canada, in 2001,as a touristic and carnivalesque happening bringing together under the theme of anti-capitalism, a transnational crowd of mainly young people from countries of the Northern hemisphere. Robertson describes the creation of festive communitas through collective moments and symbols the invention of a festive inversion of Quebec’s established geography and the collective-mainly symbolic and often satirized-battle against the police.
The creation of festive communitas comes with some socio-economic, socio-cultural, and environment values, to Quebec, Canada. Although Kirsty Robertson, questioned whether the “ anti-globalisation” movement is any more than a western middle-class fan culture and a metaphoric way to make sense of the battles and contradiction of contemporary social contexts 26 and conditions western countries (Robertson 2006:26).Festival operates and respond to changing socio-economic contexts-tourism is bound closely together with such contexts; feeding and challenging festivals with audiences that are increasingly transient and transnational. In the process of this festivity comes the commercial forces of buying and selling of tourists goods and services within the foci point of Quebec, Canada with its multiplier effect on the economic lives of the people and participating countries of the Northern hemisphere.
The socio-cultural value of communitas in Quebec, Canada is that it creates and renews relationship between participants, observers. As a touristic and carnivalesque event bringing together a transnational crowd from countries of the Northern hemisphere on an anti-globalization demonstration, it is symbolic that there will be cultural integration amongst the participants, observers and stakeholders alike. As observed, “the presence of tourists at the periphery of the festivity, and also at the center, interrogates notions of ritual and tradition”. Festivals such as communitas are not done in vacuum. It is carried out in a space which is public goods. The presence of tourists at the festivity shapes new spaces and creates and renews relationships between the festival and the condition of its operation.
Marschall (2006:22) examines the National Women’s value of communitas in Quebec,
Canada is that it creates and Festival in Durban, South Africa. In the context of rapid political change and national identity crisis related to the end of the apartheid system, this festival becomes a platform to test new formulations and symbolic expressions of the nation. The festival aims in particular to bring together various formerly separated social entities and modes of artistic expression. At the same time, however through the very selection of the type of festive performances (theatre, arts, dance and poetry), the festival is traditionally organized by Afrikaner communities, transforms its established categories, formats and dramaturgy into the new political 27 and social context. It imposes itself upon its very different participants. By doing so, it allows the collective enactment of a metaphoric rainbow style story, with different colours (standing for
‘ethic groups’), which provides a rationale to the idea of ‘nation’ Marshall (2006:22).
The National Women’s Art Festival in Durban, South Africa is not without its socio- economic values to the host community. By the nature of this festivity, it attracts tourists, observers, and participants within the country. This touristic movement into the festival destination has its socio-economic effect on the host destination-Durban. It provides a platform for the exhibition of the women art works as well as that of the men folks creating business opportunities.
Furthermore, the festivals provide an economic advantage for the serviced accommodation providers at Durban as some tourist may decide to spend at least a night before and after the festival. In addition, locale foods are also patronized thereby improving the economic base of the host community.
Socio-culturally, the value of the National Women’s Art festival in Durban, South Africa to the environment where it is celebrated is enormous. Firstly, it helps to bring together various artistic expressions of the people, which is integral for cultural cohesion. Secondly, it provides an opportunity to remind the people of their “roots” as it is traditionally put together by the
Afrikanner communities, which helps to continue to address the national identity crisis related to the end of the apartheid system The environmental value of this festival is that its adds aesthetic colour to the host destination, tourist facilities are been renovated in order to allow for maximum tourist experience. 28
Ugwu (2009:36), emphasizing on the planning, execution of plans and funding of Abuja carnival reiterated that, Abuja carnival has three main legitimate institutional bodies that plan and execute plans for the carnival annually. These bodies are the Presidential council on tourism, which is the apex. This is made up of the presidency and the Governments of the 36 States of the federation and FCT. The second body is known as the ministerial Committee on Tourism which has to do with all the ministries that directly or indirectly impact tourism positively. The third body which is known as the policy implementer is called the Abuja Carnival Management
Committee. The committee has a Director-General as the head with seven (7) others directors who are the heads of following departments: logistics, operation, Technical, Finance, marketing, publicity, media and administration. While there are two persons designated as heads of Durbar, project Accountant and foreign affairs. This is followed by the zonal coordinators (Ugwu
2009:37).
The presidential council on Tourism is the main initiator of the carnival, therefore, acts as the policy formulator while the ministerial committee on tourism which is usually chaired by the minister of culture and tourism functions as the supervising body that supervises the implementation of the plans. It acts as an intermediary between the presidential council on tourism and the Abuja Carnival Management Committee (Ugwu 2009:37).
At the State level, Abuja carnival committee is headed by the honourable commissioners of the ministries of culture and tourism while at the local Government, there are local cultural committee who organizes cultural activities at the grassroots level (Ugwu 2009:37). However, the funding of Abuja Carnival according to (Ugwu 2009:38) is a different dimension. The Federal
Government takes responsibilities of (expenses) the organizing of Abuja Carnival while the local contingents’ expenses are under the responsibility of the State government. Moreover, a list of 29 major and minor contributors/sponsors of Abuja carnival were highlighted, which include:
Dangote Group, which has been sponsoring the Royal Durbar since 2007, First Bank Plc, MTN
Nigeria, Indomie ,Nigeria Brewies, Bank PHB Plc, Julius Berger Nigeria Plc, Nicon Hilton Hotel
Abuja, Mr Biggs, Le Merridien Abuja, etc. While other minor sponsors include: Chelsea Hotel
Abuja, Mouka Foam, America Tobacco, Manufacturing Association of Nigeria (MAN),7up plc,
CAP Plc, etc. Looking at the funding, according to (Ugwu 2009:59),in the year 2005,2006 and
2007 #667,860,000,#831,189,259.59k and #236510.421.00 were spent respectively. Amongst this funding, 2007 where #36,510,421.00 were contributed by corporate bodies, recorded a more organized, effective, and efficient Abuja carnival when compared with other previous afore- mentioned years (Ugwu 2009:59).
The socio-economic value of Abuja Carnival on the environment where it is celebrated is enormous as host communities are set agog, with tourist’s activities of buying and selling of both essential and optional tourism products and services. For example, in terms conveying visitors and tourist from the point of arrival to the tourists’ area of interest, this movement at the host destination involves an exchange of money for these services,which thereby contributes to the socio-economic lives of the host community. In terms of serviced accommodation which has to do with satisfying the tourists need for security and comfort, they tourists make use of the hotel facilities within Abuja and as such contributing to the economic base of their immediate environment where Abuja carnival is been celebrated. In addition, while the tourists, participantsand observers are experiencing the event, they need sustenance, this include the food and beverages required to keep body and soul together,which are sold at the carnival village host community and environs which in turn benefits the host destination economically. 30
Socio-culturally, Abuja carnival is an epitome of cultural tourism where the rich cultural signature of Nigeria and other parts of the world are showcased. Following its strength of cultural integration,it fosters national unity and cohesion while creating an atmosphere of cordial international relations amongst other countries of the world.
The environmental value of Abuja carnival to its host community is,the opportunity of having sustained environmental beautification and improved security presence during the carnival.
Obiozor (2004:41), in his work “The place of Ofala festival in tourism development: A case study of Onitsha in Onitsha North LGA of Anambra State” gave a survey of six major festival celebrated in Onitsha. These festivals include: Ifejioku, Ajachi, Umato, Owuwaji, Osisite and Ofala. Concentrating on Ofala festival, she noted that Ofala is a royal festival. Which has a special significance in the annual life of the Obi (The King ) for it culminates the yearly four days and four nights of religious devotion which the Obi spends in a hut outside his chambers a period known as ‘ InyeUkwu na nto’ which literally means ‘stepping into a dreamy trance’.
According to Obiozor (2004:45), the retreat starts at about 3:00pm on an Oye day and stops in Eke day before the Obi is been purified by the Ada for the Ofala. Moreover, the planning, implementation of the Ofala festival were made clear, following the traditional calendar (Obiozor
2004:66) but the funding strategy were not made explicit as she noted that ‘Ofala’ is ‘not a business’ but based on the cultural spectrum of the event, it is expected that most of the funding comes from wealthy individuals from Onitsha, corporate individuals and free will donations from government. 31
Socio-economically, Ofala festival contributes to the socio-economic strength of the host community. This includes but not limited to increased buying and selling of cultural attire materials, beads,etc at the Onitsha main market including an increased patronage of motorcycle operator for surface transportation , other items that will make the event a memorable one, thereby contributing to the socio-economic lives of the host community. Following the participation of royal fathers within and across the country, and other dignitaries across the country, there comes the need for decent serviced accommodation for their usage putting into considerations their entourage. This however translates to income generation to the host community.
Socio-culturally, Ofala as a royal festival, adds to the cultural lives of Onitsha people. It gives the Obi the opportunity to observe his religious devotion outside his chambers as such get purified to better serve his people. Furthermore, the Ofala festival encourages unity in cultural diversity as royal fathers from different geo-political zones of Nigeria are often been hosted by the Obi of Onitsha during the festival.
Aesthically, Ofala festival paves way for community developmental projects, street beautification with adds to the facelift of the host community.
Maduike (2010:45) in his work “Event attractions in Nigeria: Anambra Mini-cultural carnival as a case study” took a dive into the planning, execution and funding of Anambra cultural carnival. Asserting that, Anambra cultural carnival is strictly the State government affair and emphasizing on the execution of plans, Maduike (2010:45) noted that Anambra Carnival has the
Governor, Commissioner for information and culture, the Permanent Secretary, Director of Arts and culture and the Central Planning Committee (CPC) as the main bodies /people that plan and 32 execute plans for the carnival. The funding of Anambra carnival is the responsibility of the local governments. Following the approval of #3,000,000:00 by the State government for the carnival in the year that precedes his research work, the researcher also noted that, there were also few private sector sponsorship of the carnival event listing the mobile telecommunication Network
(MTN) Nigeria and Globalcom Nigeria while the services of consultants as fund raisers were used while the consultants get 10% of the total money raised as their service charge (Maduike
2010:45).
Anambra cultural festival as a State government affair has it socio-economic benefits spread across the State. Following the disbursement of funds at the State level and subsequent funding at the local government level, the whole State is been encouraged to participate thereby having monetary impact on the people through it multiplier effect on the State economy. For instance, the engaging of the services of consultants as fund raisers and their subsequent service charge of 10% serves a one of the socio-economic benefits of the Anambra Cultural carnival to its environment where it is celebrated.
Socio-culturally, Anambra cultural carnival adds value to the culture of its people by projecting it to the world and also using it as a unifying force in connecting the people together.
The environmental benefits of the Anambra Cultural Carnival to its people is that it encourages sustainable environment as efforts are made continuously to keep the State clean in anticipation of tourists within and outside the State in particular and Nigeria in general.
Moreover, these works are not without its deficiencies following the fact that much of the work is based on qualitative research. I have set out to study Imo carnival because
(Okodili,N.2014; Newafricanpress.com(2014) has written on Imo carnival but did not capture the 33 economic and cultural values of the carnival quantitatively. Therefore, this work will fill such gaps.
2.2.2 Strategic Planning and Programming of Imo carnival
The present changing balance of the economy globally and in Nigeria expresses the need to promote tourism development through strategic planning and programming of its tourism product. Imo carnival as a tourism product should therefore be anchored on strategic planning and programming in order to maximize its full potentials.
A strategy creates a unified direction for the organization in terms of the resources used to move the organization towards those objectives. Every organization has a pattern through which it responds to its environments. This structural pattern is its strategy (Stoner 1982). With a view to ensure that sustainability of Imo carnival is achieved, there is the need for its strategic planning and programming ,which will help to identify the principal problems and constraints to further tourism development in Imo state and prescribe the direction for developmental process.
Admittedly, strategic planning and programming of Imo carnival must be flexible in order to react to unforeseen circumstances and future market function. Overall, I shall be looking into the strategic planning and programming of Imo carnival, moreover, I would like us to take a glimpse into some key terms here even if briefly which will further help our appreciation of the need for the these strategies.
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What is planning?
Planning is the selection of objectives, the establishment of goals, the factual determination of the existing situation and desired future state. It includes the determination of the environment and forecasting changes and developing of policies, procedures, and plans to help achieved the objectives, in view of changing environment Baridan (2002:17).
Moreover, planning as a concept is concerned with the selection of a desirable future out of a range of available alternatives in addition to identifying and implementing these strategies and actions that will achieve the desired results (Okpoko 2006:34). Planning therefore is the act of scheduling course of action in order to achieve desired goals bearing in mind potential changes.
In order to determine the future direction of Imo carnival, it is necessary to understand its current position and the possible avenues through which it can pursue particular planning.
Taylor and Hawkins (1972:23) defined strategic planning as the determination and implementation of corporate business strategy; a business strategy being defined as the course of action designed to optimize future profit over a series of years by deploying limited resources in a changing environment and in the face of increasing competition in the purpose of certain management goals. In the views of Stoner (1982:45) strategic planning is the process of selecting an organizations goal, determining the policies and strategic programmes necessary to achieve specific objectives en route to the goals; and stabling the methods necessary to assure that the policies and strategic programmes are implemented. Strategic planning is of great importance in tourism development because it helps to define its mission which provides it with a sense of direction and purpose. As a result of this, an organization improves its functioning and becomes more responsive to the dynamic changes in business environment. 35
The essence of strategic planning of Imo carnival is the intended impact on the future posture of the event. Strategic planning therefore is the process of identifying the systematic course of action necessary to achieve organizational result oriented set goals over a long time.
Programming:
This can be considered as a narrowing process, whereby schedules are well structured in order to accommodate all the features of an event. Tasks to be undertaken are listed here with the intention of implementing it. Programming of events such as Imo carnival reduces clumsiness of event in the sense that potential tourist can easily follow the schedule in order to satisfy their area of interest. Event programming therefore, ensures that steps are taken in order to carry all the various stakeholders along which will in turn encourage tourism development.
Furthermore, strategic programming is all encompassing. It is a mechanism for successful implementation of programmed event. Here, strategies such as website are used to publish the revised event programmes, captivating and patriotic theme are used, clearly defined venue, date and time are stated, supportive social media are used to create the awareness, handbills, newspaper, flex banners, television and radio stations are deployed in other to reach out to the nooks and crannies.
Although this strategy may have some little hitch, it is not expected to have a visible effect of the programme as a result of concerted efforts made before its wide spread and publicity.
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2.2.3 Marketing Carnival as Cultural Festivals
In the opinion of Cooper et al (1993), no definition of marketing can ever disregard Philip
Kotler. This is because he had established himself as the most quoted proponent of general marketing theory (Ekechukwu 2006). Kotler defined Marketing as ‘‘ a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others’’ (Kotler 1988:3,Cooper, et al 1993:225).The British
Chartered Institute of Marketing in 1984, defined marketing as “ the management process responsible for identifying, anticipating and satisfying customers’ requirement profitably”.
Looking at both definitions, one can see some core similarities, for example, both emphasis marketing as a management process. According to the American Marketing Association, marketing is “the process of planning and executing the conception, pricing promotion, and distribution of ideas, goods and services to create exchange that satisfy individual and organizational objectives” (Mahoney and Warnell, 1987). Marketing in my opinion is a tactical selling technique that actively promotes a product or service to get a positive sales result. It is a push tactic. It’s pushing a message to get sales results. For example, “come to Imo carnival because it’s different from others” It does activate tourist interest.
Tourism and its related activities such as Imo carnival is principally service-based industry and the main product provided by tourism business is hospitality. In the marketing process of Imo carnival it should be made clear that it is a cultural festival and that any other variety is meant to spice it up.
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2.3 THEORETICAL ORIENTATION
The theoretical frame work provides idea for explanations of a phenomenon. In this work, the research reviews functionalism theory. This theory holds that society consists of different but related parts, each of which serves a particular purpose. Functionalist Emile Durkheim later compared society to the human body. Just as the body consists of different, interrelated organs that enable it to survive, society consists of different components that enable it to survive and which depend on each other. For example, Imo carnival depends on the functionality of all the relevant stakeholders, ministries, commissions and board in Imo State to ensure the sustainable development of Imo carnival.
Functionalism sees society as a system; a set of interconnected parts which together form a whole. There is a relationship between all these parts and agents of socialization and together they all contribute to the maintenance of society as a whole. Functionalists believe that society is based around a value consensus and social solidarity, which is achieved by socialization and social control.
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CHAPTER THREE
BACKGROUND INFORMATION
According to Evan (1978 in Ezuika 2009:11) environment has been seen as “including every conceivable factor of man’s surrounding from the earth’s magnetic field to the smallest virus which might affect his mode of life or to which he might adapt”. An understanding of man’s interaction with his environment provides one of the keys to his history. This is not geographical determinism, instead, it is a recognition of the fact that “environment did not limit upon the existence of early men” (Shaw 1978 in Ezuika 2009:11).
Also attesting to the relationship between the history and the geographical environment of an area, Anene (1965) opined that, there is no dispute about the fact that the history of an area is written clearly on its geographical features.
Basically, Imo state people are agriculturists, practicing most significantly shifting cultivation and mixed farming systems of agriculture. Apart from farm work, there are people who engaged in palm wine tapping, hunting, basketry and palm oil production.
However, the main occupation of the people apart from farm work is palm oil production.
The people also practice livestock keeping and there is no demarcation between poultry and animal husbandry.
Architecturally, their houses are built with mud and thatched roof. All the materials used are gotten locally. Like some of their neighbours, the people have no totemic animals.
Politically, the people evolve a system in line with the other Igbo people. Apart from the “Ezi na
Uyo” the basic political unit is the “Umunna” which consisted of the territorially kin-based units 39 whose narrowest referent is the same father but of different mothers. The highest political unit is the council of elders whose membership is essentially democratic and for the executive function of the government, everybody is practically involved.
Socio-culturally, “Ewu Ukwu” is the most significant and elaborately celebrated in Imo state.
It is normally for a female who gave birth to twelve children .However, there are other festivals like “Ori na Ndu”. This is a form of birth day celebration done for aged parents. This festival is done so that the aged people will partake in the feast that would take place when they die. It is for them to enjoy while still living. Although most of the features has been undergoing changes.
3.1 GEOGRAPHICAL LOCATION
Imo State lies within latitudes 4°45'N and 7°15'N, and longitude 6°50'E and 7°25'E with an area of around 5,100 sq km. It is bordered by Abia State on the East, by the River Niger and
Delta State on the west, by Anambra State to the north and Rivers State to the south. Besides
Owerri, Imo State's major towns are Isu, Okigwe, Oguta, Orlu, Akokwa, Mbaise, Mbano,
Mbaitoli, Mbieri, Orodo, Nkwerre, Ubulu, Ngor Okpala and Orsu (Ministry of Information and
Strategy Owerri 2015).
Imo state generally lies on the coastal plain hydrological group of Pleistocene-Oligocene geological age. It is a delta or marine deposits which rest on the oceanic shelf(Ministry of
Information and Strategy Owerri 2015).
The development of the delta was in sequence. The earliest formation is called the photo delta which belongs to the Albanian age. This consists mainly of hales sandstones which overlie comfortably Cenomanian and younger upper cretaceous sediments. These deposits were laid 40 down during a predominantly marine at depositional cycle (Orajata 1975 in Ezuika 2009:15).
During the Campania to the Maestritchian, a second depositional cycle occurred .A third deposition began in the Eocene and continued throughout the quaternary to the recent. This regression stage in southern Nigeria led to the deposition of Bende Ameki formation. This formation extended through Onitsha, Owerri, and Calabar area (Ofomata 1975).Its formation was much more rapid and of marine material. The soil exhibits some degree of porous brown soils derived from sandy deposits (Ezuika 2009:15).
The lowlands and plains of the Nigeria are group into four main categories. These are the
Niger-Anambra lowlands, Niger delta, the coastal creeks and the undulating lowlands coastal plains. Precisely Imo State fall within the classification regarded as by geologists as undulating lowland plains, which form the largest geomorphic region in the Eastern States (Ofomata, 1975 in
Ezuika 2009:17). There is very little physiographic differentiations over the entire area, which is generally uniformly undulating, and this is true of Imo state which have a level topography. 41
Figure 2: Map of Imo State Showing Owerri Municipal Source: Ministry of Information and Strategy Imo State 2015 digitized by the researcher 2015.
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3.2 CLIMATE AND VEGETATION
The climate of Imo State is the same with the climate of Eastern forest belt in general. The temperature is high, with an annual mean of about 75 degree Fahrenheit and 85 degree
Fahrenheit. Imo State is under the influence of two climatic seasons every year brought about by the alternating prevalence of two seasonal winds; the North East trade and the South West trade.
The former blows from across the Sahara and enters the country through the eastern corner.It is a dry and dusty wind and thus bring about dry season. Its influence in Imo state starts from
September to April. The dry season experiences two months of Harmattan from late December to late February. The hottest months are between January and March (Ezuika 2009:17)
While the south west trade wind blows from across the Atlantic Ocean in the south. It is a vapour laden wind, which enters the country through the south western corner. Its characteristics influence over Imo state is rainfall. The rainy season begins in April and lasts until October with annual rainfall varying from 1,500mm to 2,200mm (60 to 80 inches). High rainfall occurs during the month of May, June and July with a decrease in August when a little dry season called
“August break” occurs (Ezuika 2009:18).
VEGETATION
The natural vegetation cover in Imo state is dense. However, due to long term human activities in the area such as slash, clearing, burning and other human pressure on area, the natural vegetation is replaced by cultivation of wide variety of food crops such as Oil palm (Nkwu)-
Elaeisguineensis, (Oha) -Pterocarpusosun, kola nut Cola acumulata or Cola nitida, (Akilu)-
Garcinia kola , Cassava (Akpu)-Manihotspp, Maize (Oka)-Zea mays, Yam(Ji)-Diascoreaspp, Oil 43 bean (Ugba)-Spakiaphicoindie (Itanyi,2013:49-51).(Uda) -Xylopiaaethiopicum, Cassava-
Manihotesculenta, Mango -Mangiferaindic), Elephant grass-Pennisetumpurpurem,(Udara) -
Chrysophylumaltidum, Cocoa- Theobroma coca, Coconut- Cocusparadisioca, other trees present include Plantain-Musa pavasidica, Bread–fruit -Treculiaafricana while other dominant grasses include Spear grass -Imperata cylindrical and Elephant grass-Pennisetumpurperem (Ezuika
2009:18).
3.3 HISTORICAL BACKGROUND
The inhabitants of Imo State are lgbos, a culturally homogeneous group. The lgbo language is spoken throughout the state with minor differences in dialects. The official language of the state is English. Imo State has a very rich cultural heritage. This is manifested in dressing, music, dance, festivals, arts and crafts, and the traditional hospitality of the people.
The British colonial authorities in 1904 established a type of administration in which several districts or divisions were created and grouped together under larger administrative unit called provinces. However, Imo State came into existence in 1976 along with other new states created under the leadership of the late military ruler of Nigeria, Murtala Muhammad, having been previously part of East-Central State. The state is named after the Imo River. Part of it was split off in 1991 as Abia State, and another part became Ebonyi State. The main cities in Imo
State are Owerri, Orlu and Okigwe. The Orashi River has its source in this state. The local language is Igbo and Christianity is the predominant religion. Moreover, Imo State consists of twenty-seven (27) Local Government Areas. They are:
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• AbohMbaise • Nwangele • AhiazuMbaise • Ohaji/Egbema, • Ehime Mbano • Okigwe • Ezinihitte
• Obowo • Onuimo
• Oguta • Orlu
• Ideato North • Orsu • Ideato South • Oru East • Ihitte/Uboma • Oru West • Ikeduru
• IsialaMbano • Owerri Municipal
• Isu • Owerri North
• Mbaitoli • Owerri West
• NgorOkpala
• Njaba
• Nkwerre
Imo State has a three-tier administrative structure: State, Local and Autonomous community levels. The three arms at state level are the Executive, the Legislative and the
Judiciary. The executive arm is headed by an elected Governor who is assisted by a deputy governor, commissioners and executive advisers.
The legislative arm is headed by the Speaker of the State House of Assembly. The remainder of the house is made up of elected legislators and is the lawmaking body of the state. 45
The judiciary is made up of the high court of justice and customary court of appeal and is headed by the Chief Judge of the State. Moreover, the state is rich in natural resources including crude oil, natural gas, lead, and zinc. Economically exploitable flora like the iroko, mahogany, obeche, bamboo, rubber tree and oil palm are predominant. However with a high population density and over farming the soil has been degraded and much of the native vegetation has disappeared. This deforestation has triggered soil erosion which is compounded by heavy seasonal rainfall that has led to the destruction of houses and roads.
3.4 DEMOGRAPHICAL INFORMATION
According to Nigeria’s 2006 census, Imo State has a population of 3, 9434,899 persons.
The population density varies from 230 persons per sq. km. in Oguta/Egbema area, to about 1,400 persons per sq. km. in Mbaise, Orlu, Mbano and Mbaitoli areas. This high population density has led to intensified pressure on land, forests and other natural resources, leading to increasing rural poverty which is characteristic of densely populated rural areas (en.wikipedia.org/wiki/imo state. accessed 3/4/15).
Fallow period rarely exceeds one year and in some areas continuous cropping is the rule.
Low crop yield and loss of land to erosion have combined to induce people to migrate in search of jobs and even farmland in other parts of the country. Imo State is a predominantly Igbo speaking state, with Igbo people constituting a majority of 98% (en.wikipedia.org/wiki/imo state. accessed
3/4/15).
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3.5 SOCIO-POLITICAL ORGANIZATION
The socio-political structure of Imo State can be described as being segmentry (Eziuka
2006:32). Like most part of Igboland, “political fragmentation is obtained with the village groups being the largest unit of a definite political integration. Within the village group, authority was dispersed with lineages council of elders, age grades, men and women organization ,the gods and the ancestors playing recognized role in government”(Afigbo,1986).
Imo Stateis no different, apart from family which is headed by the father. The family setting is known as “Eze na ulo”. Every father has an “Obi” (an assembly hut) which is normally built at the entrance of every compound. Apart from its political functions, the father also performs the offering of sacrifices to the ancestors on behalf of the family.
Another political unit is the assembly of Umunna, which is made up of all the extended families tracing their lineage to a common ancestor .It is the most influential and most important social and political unit in Imo State. The Umunna are the controlling factors , which regulates and conditions all men in the society and their decision is final. According to Isichie (1976 in
Eziuka 2006:34)) the most remarkable feature of Umunna is the principle of collective responsibility for the conduct of its members”.
The Umu Mgboto is the maidens who are married and have children outside their kindred.
The Umu Mgboto together with their children and husbands were welcomed and protected under their custom and tradition. The Mboto adjudication is similar to the Nwa Nnwa adjudication which is final. When warring parties rejects the Mgboto decision, they were sanctioned with woes by the Mgboto. It is important to note that only the Mgboto who had children is qualified to adjudicate as they were required to seat oath and “ofo” to determine God’s justice. If they fail to 47 return just verdict the gods of the land should as a punishment wipe out their families. A childless therefore could not rightly take this oath as she has no fear of children to be wiped out. At the sanction, the Mgboto would strip naked, pronounce woes and use their buttocks and say (“haa” in
Igbo) Amen to the curses. It was noted that any land and people upon which the Mgboto’s pronounced woes never see peace.
Consequently, members of the same kindred accept the Mgboto determination to avoid the wrath of the gods and also avoid the unholy and indignity of seeing the nudity of ones own sister using her buttocks in certifying the woes. During the colonial era, the White men introduced monarchy (Eze).This did not suit the people because they were governed by their gods in council with the high priests and elders. In Imo state, we have vassals or men who by virtue of their wisdom, wickedness and strength usurped power and impose it on the people but were constantly challenged. An attempt by the “Aro” race to introduce kingship in Igboland met with vehement oppositions as the Igbo had preferred to administer themselves by consent (Eziuka 2006:34).
In the judiciary administration, Imo state ancestors established the kindred house in each village/community where local laws were made, issues settled, warfare arrangement made. In part of Imo state persistent offenders were sometimes banished and cases involving murder and arson, the culprit were secretly executed and said to have disappeared. Under the White administration, matters were resolved at the chief’s palace or with the chief presiding with the local magistrates
(Eziuka 2006:34).
3.6 SOCIO-ECONOMIC ACTIVITIES
This has to do with all the human endeavours made by Imolites and how the organized themselves from the pre-colonial time till date. The economic life of the people depends upon 48 local natural resources. Agriculture is the main economic activity employed among the whole population. According to Hopkins (1973 in Itanyi 2013), “the origin of food producing revolution in West Africa have been the subject of considerable controversy…” the fact remains that the practice of Agriculture in Imo state properly dates back to the founding of the state.
The main crop cultivated was Cassava (Manih otesculenta).The people produced palm wine on a large scale because wine was in great demand for rituals, festivals, and other merry making and occasions like burial ceremonies and settlement of disputes. Palm wine is gotten from either palm tree “Elaeis guinenesis” or from raffia palm “Raffia Vinifera” the “Diochi ”who is the palm wine tapper is given a fixed pay or quantity of the wine depending on the overall quantity collected. Palm oil processing till date is a very important economic venture in Imo state. The men usually cut the palm fruits from the trees that in most cases grew wild in the bush, while the children and women carried them to their homes. The nuts were pounded by the men in big mortars “Oshibonkwu”, after which the women and children separate the nut from the fiber. The fiber is later used to aid fire in the use of fire wood. While the nuts could later be cracked and sold to purchase other needs and the rest is preserved for the consumption. The end product of every palm oil processing activity is the oil used for both domestic and industrial purposes.
During the olden days, trading in Imo state was confined to the locality, although the people occasionally traveled to places like Owerri, Attah and Orluto buy and sell goods such as palm wine , yam, and natives baskets in exchange for those goods they needed such as pottery works, arms, ammunition and metal tools etc. The market days were Eke, Orie, Afor and Nkwo and these market days were held on the same day. This was true of other Igbo communities
(Ukwu,1967 in Itanyi 2013). 49
According to him, “Traditional Igbo land is covered by basic order of independent marketing rings, more or less as numerous as there were village groups” Each village has a market square, which also serve as a public meeting ground. According to Meek (1973 in Itanyi
2013), “Markets provided a meeting point for the discussion of common business and for dissemination of news and also a relief from the almost continuous toil of hoeing, planting, weeding and harvesting throughout the year”.
According to oral tradition, slave trade also existed during the olden days but it was not in the open like the normal markets. The majority of the slaves were bought by long distance traders like the Aro and Nkwere people who in turn took them to the market in towns like Umuahia,
Ikwerre, Oguta, etc. Those sold into slavery were mainly criminals found guilty of crimes such as theft, sabotage, adultery etc. At times debtors or their family members were kidnapped by their creditors and sold into slavery. A stubborn child may also be sold by his or her parents for money.
The actual selling of a slave was a secret and often nocturnal business in which the victim was turned out of his family‘s environment under the cover of darkness (Afigbo, 1986).
The people also practiced trade by barter ,but they later dropped it in favor of semi- circular iron ring locally called “abii” or “ojomma”(manila) But this currency was not popular with the Imolities instead they used cowries “ego ayo”. Finally colonization brought about the use of papers and coins as money which is not peculiar to only Imo State but Nigeria in general and beyond.
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3.7 SOCIO-CULTURAL ORGANISATION
In the pre-colonial times and till date, Imo State people had socio-cultural institutions peculiar to them. Some of them are:
Child Birth and Omugwu Celebration
Imo state people celebrate life and death with almost equal enthusiasm as it is held that the wooden gong (Ekwe) announces and summons a man only twice, first at birth and last when dead. It should however be noted that the actual child birth or delivery is an all women affair except in rare cases. It is handled by local midwives and their team of elderly women. In Imo state as in most part of Igbo land men are rarely allowed to witness child delivery unless the male midwives which are not common. This is so, so as to avoid the observance by men of the nudity of the women which should only be seen in the matrimonial bed. “I was told but not very reliably that when a boy was born he was laid on a mat and all women and girls present ritually walked over him to ascertain women sexual supremacy over men” (Eziuko, 2009:45). This is done to certify, the women’s age long declaration that men would always look up to them, chase them and sometimes pay them to have sex with them. The husband of the woman normally took something such as palm wine, kola nut and condiments to plead with the mother-in-law to stay with the daughter,before child birth and during Omugwo. When the mother- in-law comes, she attends to her daughter for the customarily three weeks (Izuato) but, stayed longer if circumstances change.
However when the child arrives the mother-in-law (i.e. Nwanyi Omugwo) announces the baby boy’s arrival by shouting for gun salutes for a warrior who had arrived and for wealthy men to shower her with ego (money) when a beautiful girl have been born. Upon the announcement the husband gives five salutes of the gun to confirm their joy and inform their people of the baby 51 boy’s arrival while distant men had been known to betroth a baby girl from birth. If the baby was born at the local midwife’s place and everything goes well after three days, the mother and the child is brought back to the house. As soon as they (baby and mother) settle down, the mother-in- law begins to prepare for the Omugwo. The condiments necessary for the Omugwo are Nzu
(edible white chalk), herbs, roots, tree barks, several types of dried and stock fish which she would use for cooking for her daughter. Among the Imo state people of South-Eastern Nigeria, people cook and even bring presents to the new born child. Every adult male under their custom donates for the Omugwo. They use four tubers of yam for the pepper soup and pounded yam that became the order for a long time even after the Omugwo period.
Four days after mother and baby have settled down, the father’s mother or any old woman in the kindred goes to a native diviner (Dibia Afa-Iyo Uwa) for the oracular consultation to determine the person in whom the baby was incarnated as they believe in reincarnation. Eight days after the baby had arrived, the The Ugwu na Nputa Oku Omugwo” ceremony was held at which the child boy or girl was circumcised (circumcision for girls had by the order of the
“WHO” World Health Organization asked to stop since 1960). This order was made because the organization felt that it was dangerous to be circumcising girls. While other stakeholders believe that, the circumcision of both parties should stop because it is not hygienic. At the circumcision, the skins taken out from the baby together with the abdominal cord remains which had been preserved when it fell off a day or two earlier were buried under a palm tree which from that day became the property of the child and mother and was referred to as the baby’s “Nkwu Aloro”.
This palm tree together with any other tree was cut down at the death of man in recognition that a great man had left this world. 52
The circumcision again was an all women affair and the mother-in-law stayed till the
Omugwo ended at the 24th day (Izuato) following child birth and being the end of maternity leave. For four consecutive days after the circumcision and prior to the Omugwo or naming ceremony, a virgin boy was invited daily (four days duration) to wash the baby boy’s hand in the
“Ikwu aka uwa” ritual and some was done by a virgin girl for a baby girl and services were paid for by the nursing mother. The hand washing exercise which was done with the recital of prayer from the very old woman of the kindred guaranteed the cleansing and purification of the baby who became absolved from all original sins like murder committed in his previous life or abortions by girls since they believed in reincarnation.
The naming ceremony was a lavish event because, they normally have plenty to eat and drink. Officially four names are given but any person may with money and or present give personal name.
Imo State traditional marriages, breach and divorce settlement.
In Imo State marriages within the kindred or among close kindred except where authorized under certain rituals were abominable and clandestine relationships required cleansing of the fornicators and expiation of the land. Conception arising from sacrilegious sexual intercourse was aborted if discovered earlier otherwise after child birth the fornicators and child were cleansed following which the profane child was adopted or sold miles away and forgotten forever. Marriages therefore were allowed only between villages and parties who must have no traceable blood relationship for up to four generations (Ezuika 2009:30)
For example, Egbelu today remains the only Amaimo village in Ikeduru Local
Government Area of Imo state where within and among kindred members marriage is forbidden 53 as men and women of Egbelu started inter kindred marriages with limitation in the early fifties.
Imo men and women were free to marry outside their village. Marriages were facilitated by the annual all maiden dances from the villages, where the girls are beautifully dressed so as to attract the men. Like most Igbo culture, the men paid the dowry and the women are equipped by their mothers for marriage. In Imo state the people also practiced betrothal (Ezuika 2009:30)
Moreso, in Ahiazu Mbaise Local Government Area of Imo state, men and women from two different villages are permitted to marry each other provided that they don’t have any blood traceable relationship for up to four generation. For example people from Obohia an autonomous community can marry each other provided that they are not from the same village. Hence, a man from Umuihuochain Umuamarahor can marry a woman from Elekonowas.
It is important to note that all activities concerning marriage except Wedding parties which spread from night to day were conducted in the evening/nights and never during the day.
When the parents of both parties must have given their consent, the woman is expected to go to the man’s house and stay for a period of eight days (Otuizu). This is the period when the mother- in-law determines the girl’s manners and virginity which was paid for as part of downy. After this visitation, the dowry is paid and a date is fixed for the “Igbankwu / mmaukwu” day celebration.
This celebration calls for a lot of cooking and drinking and most times spills over the next day when the maiden/young men take the newly married woman to her husband’s house with basket filled with present like yam, cocoa yam, pots with cooking utensils and cattle. Presently iron bed, bicycle etc were donated. The Igbankwu certified marriage until Christianity introduced church marriages. 54
Marriage breakdowns were rare but when a betrothed girl disappointed her husband, all recognized expenses made on her behalf were refunded while in the case where the man pulls out, nothing is refunded. If the girl broke the contract but was deflowered by the boy or man who might have had several bed rights with her, only 80% of betrothal expenses/dowry was refunded.
However, if the marriage had children and assets together but feels that they are no longer compatible, either can sue for divorce or “Alukam”. In Emaimo, it is recognized that women are the losers in divorce cases so they (women) do their possible best to protect their marriage so as to avoid divorce or marriage failures.
Death and celebration of death
When death occurs in Imo state, relatives of the deceased went to the oracle / fortune teller
(Dibia Afa) to ascertain the cause of the death, if it was not already known. Most people that died out of abominable diseases like leprosy etc were thrown into the evil forest known as “Ishi Eke” without a coffin.
In Imo state as in elsewhere in Igboland the dead was never burnt except if he was sanctioned never to come back by reincarnation. When death was self-inflicted (suicide), the victim’s body was cleansed before it was thrown into the evil forest while his personal belongings were collected by an “Oke Dibia” who passes them over to the gods of the shrine, his house is pulled down and everybody who came in contact with him including, his wives or the room he shared with anyone were cleansed. Those who died of swollen stomach/tumor or cancer were disemboweled before burial so as to avoid having such disease again if reincarnated,
As death in Imo state was celebrated according to age and status in life, the wealthy and knighted were buried in their full regalia and equipped with guns, swords and other precious 55 possessions and sometimes with human heads of people who would serve them in their next life.
All this have been put to a stop due to the advent of Christianity (Ezuika 2009:32)
In Imo state until the middle fifties, if a woman from Imo state who is married and died without a male child, her body was bought back to her home town and buried among her kinsmen with the belief that the gods did not find favor in her, which was why she was denied a male child. And in the case where the woman had an issue who is a female, the same thing was done to her. Burial and burial rites were the men’s affair. The men involved were cleansed spiritually.
When a man dies, his maternal grandparents and people were informed with palm wine and kola nuts. In this case of a woman, both a maternal people and kinsmen were informed. Depending on the social status of the deceased as adjudged, demands ranging from a big he-goat to a cow were made from the dead man’s people before maternal grandparents could come and pay with a cock and make a mark with a purposely made iron harpoon (ube) at the burial spot earlier chosen by the chief mourner being the dead man’s first son or people if he had no son. The ram was never used for feasting except for a special burial ritual. In Imo state no one was buried without the invitation and ritual prayers by his maternal parents and people. Premature deaths were not mourned as the deceased was quickly buried in anger.
During the lying-in-state, the items brought by the grieving family or by visiting sympathizers were not taken home except the kinsmen comes back the following day to share leftovers of meat at which time the grave diggers and other funeral directors were rewarded. Any person returning from a burial ‘do not branch to any person’s house and was expected to, with prayers wash his hands (his personal purification) before entering his compound. The extremes in death/burial observances including burying with human head stopped with the advent of 56
Christianity and the white man’s administration which apprehended and punished the barbaric
head hunters by hanging.(Eziuka 2009:33).
History of Imo carnival
In Imo State, an agency called Imo Tourism Board takes charge of the organization,
promotion, regulation and supervision of tourism activities in the State headed by a director.
Figure 3 below shows the organizational structure of Imo State Tourism Board.
Board of Directors
General Manager Registry Office
Tourist Guide
Deputy General Manager Administration Dept. Tourism Dept.
Account Dept. Sectorial Dept.
Hospitality Industry
Pay Roll Procuremen Clerical Section t Technical Dept. DDDDdDDe Audit Dept. Dept Catering Service
Figure 3: The Organizational Structure of Imo State Tourism Board
Source: Imo State Tourism Board Owerri 2015
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Imo carnivals is a festival in Nigeria, also tagged “celebration of unity”, was created as part of the vision of making Imo State in Nigeria. The carnival has been designed to be an annual event which begins on every 16th day of December and last till the 31st day of every December. It has boosted the cultural Mosaic of the Nigeria people while entertaining spectators visitors within and outside the state, thereby boosting the tourism industry for all stakeholders.
The Imo carnival was scheduled to hold for the first time in the year 2011 when it was initiated and structured under Imo carnival development commission, under the name Imo carnival, which is aimed at celebrating the unity of all festivals in Imo State, in line with the present Government vision of unity and making Imo state the hub for tourism and hospitality in
Nigeria and Africa.
The carnival presents a perfect platform for brand visibility for consumer and market awareness. In addition, the carnival aimed to unite every Imo indigene all over the world and to include more aspects of local heritage and culture and at the same time strengthen the capacity of the locals to participate in an economically beneficial way.
The programme of the event at the carnival is been scheduled to be drafted by the committee in charge of tourism and cultural activities and new initiatives which shall be set up by the executive director of Imo carnival development commission. The festival also boasts of music performances, from both local and international artistes, the annual Ahiajoku festival, Ozuruimo festival, fashion shows, traditional wrestling festivals, Okorosha dance and other traditional dances as scheduled. According to the initial plans, carnival village will be set up across every local government in the state, to help carry everyone along. Other activities lined up for the annual event according to work plan, include beauty Pageants; mister and Miss tourism Imo, and 58 essay writing competition, which will involve students from both secondary school and tertiary institution. The essay competition is aimed at resurrecting the reading culture amongst the youth of the state as well including the carnival culture.
However, all these work remained only on paper until the year 2012 when, the Imo State capital was set agog on December 16 2012 as the first ever Imo carnival commences in pageantry under the organization of the, then ministry of culture and tourism (Oham 2015:Pers. Comm.).
The Imo carnival 2014 which was flagged off by the incumbent governor at the Owerri City
School Wethderal road witnessed large turnout of participants adorned in most colourful regalia in different floats of about 100 persons each. Speaking at the event, the governor expressed optimism that Imo will eventually emerge the leader in cultural carnivals in the nation, giving her rich cultural endowment and hospitality. He commended the organizers of the programme for a successful outing and encouraged all to enjoy the Imo hospitality while promoting the security and development of the state.
Contributing, the special adviser to Governor on culture, Mr. Paddy Obinna announced that the carnival will feature all day and all night parades and entertainment with prices for the 1st,
2nd, and 3rd best floats. The carnival floats took off from Owerri city school, through Wethedral road to bank road, terminating at the takeoff point at Wethedral Road. Prizes to be won are: A
Hummer Bus plus N2 million cash, A hummer Bus plus N1 million and A hummer Bus plus
N500, 000 for the 1st, 2nd and 3rd positions respectively.
The floats include the governors float, deputy Governors float, House of Assembly float, floats from different ministries and parastatals as well as floats of government appointees and other organizations. 59
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS 4.0 Introduction
Carnivals generally are tourism event that show cases the rich cultural artistic life of the people. Imo carnival is a tourism experience that has its basis in edutainment that is education while entertaining the audience and participants. 4.1 Presentation of finds Imo carnival was born when Imo State Tourist Corporation was established by Imo State of Nigeria 1981 law, no 12. This legal backing gave Imo State Tourist Corporation (ISTC) powers to identify, develop, and commercialize the abundant tourism potentials in the State (Obodo
2004:12). Since then the board have been planning on how to bring Imo tourism potential to limelight, and Imo carnival is one of the ways of promoting tourism in Imo State.
Plate 1: Showing the Governor (third right) and Imo carnival 2014 organizing committee chairman Paddy Obinna(second right) and NkiruSylvanus secretary organizing committee(Fourth right) during the flag-off.
60
4.2 The usefulness of culture to tourism development
Imo carnival comprises of different cultural exhibitions from all the Local Government
Areas in the State; while different groups, government parastatals and tertiary institutions in Imo
State participate by having their troupes and bands to perform on the day of the carnival. Plate 1 shows students from Imo State University.
Plate 2: Showing faculty of Medicine IMSU float and the researcher with one of the participants duringImocarnival2014.
During the Imo carnival 2014, the deputy governors float, featured traditional architecture designed in a typical cultural settings depicting the traditional architecture that is peculiar to
Owerri people. His float is made up of youths between the age rangesof25-40 with more female participants than males. Their attire is made up of different designs. Furthermore, Imo carnival
2014 was marked by colourful display of different fascinating masquerades, pulsating rhythms, and colourful performances. The table 1 shows the names of the masquerades and the local government area of their origins. Traditional musical instruments used to accompany the masquerades are ekwe (wooden slit drum) of various sizes, ogene (metal gong), bells, maracas and oja (wooden flutes). 61
The flutist is a very important element in the festival.He deftly communicates with the masquerades weaving melodies and blending esoteric messages into the intoxicating rhythm of the drums.
Table 1: List of masquerades that featured in Imo carnival 2014 and their local government of origin S/N Names of Masquerades LGA of Origin 1 Ogionu Mbaitoli 2 Mgbadike Okigwe 3 Akakpo Amaigbo Source: Researcher’s Field work, 2014.
Plate 2a: Akakpo
Plate 2b:Mgbadike 62
Plate 2c:Ogionu Plate 2a,b,c: Showing masquerade displays during Imo Carnival 2014
It will be pertinent to show the content of the festival here which will serve as the hallmark of this work. The rescheduled 2014 Imo carnival, which began in Owerri on 6th October
2014 has the following band contents.
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Figure 4: Showing Imo Carnival Routes 2014 Source: Researcher findings 2015 64
Table 2: List of featured parade during the Imo Carnival 2014
S/N Featured Parade 1 Imo Youth /Children 2 Umuada (Maidens) 3 Umuopara(Sons) 4 Command performance 5 Contemporary Music 6 Upcoming Stars 7 Musical Performance 8 Igbo Poetry /Folk Night 9 Igbo Talk Show 10 Night of Laughter and Comedies Source: The list of featured parade as witnessed by the researcher during the 2014 carnival.
Plate 3: Youth Parade Plate 4:Children Parade
Plate 4a: Children Parade Plate 5:Upcoming Artistes 65
Plate 6: Umuada&Umuokpara(Maidens) Plate 7: Contemporary Music
Table 3: List of the different types of bands that featured during Imo Carnival 2014 S/No. NAME OF BANDS 1 The free education band (Tertiary) 2 Youth must work bands 3 Friendship band 4 Masquerade band 5 Corporate band 6 Governors’ band 7 Nneoma (Governor’swifeband) Source: The list of bands as witnessed by the researcher during the 2014 carnival.
Plate 8: The free education band. Plate 9: Friendship band. 66
Plate 10: Youth must work bands. Plate 11:Governors’ band.
Plate 12: Nneoma 13: Corporate band
Although the carnival took off on Sunday 5th October 2014, the scheduled timetable has it to be between Wed 1st October through Monday 6th October 2014. The troupes and contingents that make–up the content of the carnival are from different ministries and Local Government
Areas of the State. 67
Plate 15: Ministry of Public Plate 14 : Ministry of Local Utilities and Public Safety Government and Rural Development
Plate 16: Imo State Plate 17: Ministry if Universal Basic Education Tertiary Education, Science Board. and Technology.
Table 4: Showing list of troupes/contingents that featured during Imo Carnival 2014
S/No. TROUPES /CONTIGENTS 1 Ministry of Land,Survey,Housing and Urban Planning 2 Ministry of Community Government and Culture 3 Ministry of Information, Youth and Sport 4 Ministry of Health, Women Affairs and Social Development 5 Ministry of Finance 6 Ministry of Justice (Judicial Service Commission) 7 Ministry of Public Safety and Utility 8 Ministry of Internal Resources and Pension Matters 68
9 Ministry of Works and Transport 10 Ministry of Commerce ,Industry and Tourism 11 Ministry of Local Government and Rural Development 12 Imo State University Faculty of Agriculture and Veterinary Medicine 13 Civil Service Commission 14 Imo State Universal Basic Education Board 15 Ministry of Tertiary Education, Science and Technology Source: Researcher’s field work, 2014.
Table 5: List of Local Government Areas that featured in Imo Carnival 2014/2015 S/No. Name Of Local Year 2014 Year 2015 Government Area 1 AbohMbaise Yes Yes 2 AhiazuMbaise Yes Yes 3 Ehime Mbano Yes Ye 4 Ezinihitte Yes Yes 5 Obowo Yes Yes 6 Oguta Yes Yes 7 Ideato North Yes Yes 8 Ideato South Yes Yes 9 Ihitte /Uboma Yes Yes 10 Ikeduru Yes Yes 11 IsialaMbano Yes Yes 12 Isu Yes Yes 13 Mbaitoli Yes No* 14 NgorOkpala Yes Yes 15 Njaba Yes Yes 16 Nkwerre Yes Yes 17 Nwangele Yes Yes 18 Ohaji/Egbema Yes Yes 19 Okigwe Yes Yes 20 Onuimo Yes Yes 21 Orlu Yes Yes 22 Orsu Yes Yes 23 Oru East Yes Yes 24 Oru West Yes Yes 25 Owerri Municipal Yes Yes 26 Owerri North Yes Yes 27 Owerri West Yes Yes Source: Paddy Obinna 2015:Pers.Comm. 69
Plate 18: Showing Mbaitolu Local Government Train during
Imo carnival 2014 with the researcher at the center of the Participants.
4.3 Imo carnival and tourism development
Imo carnival has shown the potentials of being a viable tool for tourism development when properly developed. Following the growing trend of event tourism globally, Imo carnival will contribute towards the development of tourism.
However, the important truth is that Imo carnival brought tourism development as it made tourists to know that there is Imo carnival which will help those who don’t have any prior knowledge of it to keep a date with the event irrespective of their origin.
4.4 Impact on the Economy
Tourist attractions in Imo State with its attendant economic impacts are diversified and many, but largely undiscovered and unexploited including Imo carnival. Imo carnival brought its economic benefits and impacts in the State and the relevant stakeholders in the tourism and hospitality industry. As such there were circular flow of income in the State and its environs. For 70 instance, Kartel Musical Academy(KMA) Entertainment Company, that took care of the musical entertainment of Imo carnival 2014 were paid in millions of Naira to get on stage (Livinus
2014:Pers. Comm.). The carnival float vehicles owners, mostly trailers and other long vehicles were also part of the beneficiaries of the positive impact of the carnival especially financial benefits. Furthermore, signage outfits that took care of the graphical advertisements in major strategic locations in Imo State also partook of the economic advantages of the carnival. Also worthy of note were the mobile disc jacks (DJ’s) that took care of the street jams with indigenous and contemporary music’s to keep participant in tune with the celebrations. Photographers, snacks hawkers, restaurants, bar, hotels and eateries operators also felt the impact for example.
Furthermore, surface transport operators, costume/make–over artiste, carnival costumiers, feather sellers, and event decorators also made some money from Imo carnival celebrations.
However, according to the chairman of Imo Pilot Transport Authority (IMPTA)
Warehouse Unit Owerri, Mr. Goodluck Agbarusim (2016: Pers. Comm.) “Imo carnival creates an opportunity for mass movement of the people. However, that carnival celebrations translates to a decreased in revenue generation both for the operators and the government because during the carnival there is a decrease in surface transportation within the carnival float routes thus reducing the number of operators on that route which in turn reduces the number of ticket sales to about
60% when compared to normal working days.”From this quotation of Goodluck Agbanisim, it is observed that, Imo carnival celebration does not have immediate economic impact on all aspects of the economy in the State like the tricycle (Keke) operators and Imo pilot Transport Authority
(IMPTA). 71
Plate 19: Showing the researcher after an interview session with IMPTA Chairman and Vice Chairman.
The vice chairman of Imo Pilot Transport Authority (IMPTA) Mr. Emmanuel Ali (2016:
Pers. Comm.) noted that “during Imo carnival celebrations I make less than six hundred naira
(#600) because the roads are totally blocked as such people resort to trekking”.
Mrs. Tina Tagbo (2016: Pers. Comm.) noted that as a recharge card and provision seller, situated adjacent fire service roundabout she did not feel the positive economic impact of Imo carnival because participants did not stop to buy her products and what the on lookers bought from her does not have any significant difference from the normal day sales.
At Mama Chichi Restaurant opposite Fire Service round about (one of the carnival routes),Mrs. Blessing Chukwuebulem (2016: Pers. Comm.) noted that Imo Carnival did not add any economic value to her business as most of the people that partronized her during the carnival celebrations were her previous customers. To the Director of Ganis Loung situated at 17,
Wethedral Road Owerri (part of the carnival route),Chief Ikedioha Ojinaka (2016: Pers. Comm.) noted that “sales were normal irrespective of the carnival celebrations that day” According to a roasted plantain and yam seller situated directly opposite Owerri City School, Cordelia Ohawume 72
(2016: Pers. Comm.) “Although the carnival brought a lot of people together she only made 20% more sales during the Imo Carnival of 2014”.While the supervisor of Sunic Foods, Ogechi
Agoha(2016: Pers. Comm.) “The carnival with its associated traffic congestion did affected their normal sales as their customers avoided the difficulties in getting through the carnival floats, which however affected their business negatively”.
Plate 20: Showing the researcher after an interview session at Sonic Foods
According to the General Manager of Abigail Luxury Suites, Mr. Daniel Chimele (2016:
Per Comm.) “they economic impact of the carnival on their business was felt more between the hours of 7pm to 11pm as they received more guest that night of the carnival”. This view was corroborated by the gate keeper Mr. Ifeanyi Chile (2016: Pers. Comm.) 73
Plate 21: Showing the researcher after an interview session at Abigail Luxury and Suites.
Michael Ifari (2016: per comm.) of Platinium Loung – Bar and Grill noted that “the carnival traffic congestion did not allow them to make normal sales until around 7pm when the road became free that they started having an improved sales”. Moreso, the Guest Relation Officer
(GRO) of Rock View Hotel Mrs Nnodim,A. (2016: Pers. Comm.) noted that “ the carnival did not add or remove from their normal guest arrival but only delayed them because of the carnival traffic”.
To add to the economic impacts of the carnival is the Nissan Hummer Buses that were sourced from the state car dealer as well as the cash prizes that were placed for the best floats which will in turn pay the performers thereby engendering circular flow of income in the State with its multiplier effect(Remigus 2014:Pers.Comm.) Whenever there is any event that encourages the movement of the people, it brings about revenue generation both for the government and privately managed hospitality providers. Imo carnival impacts the economic lives of its relevant stakeholders. Furthermore, the manager of kelinv Hotel noted that during Imo carnival they normally received guest more than 60% with its monetary equivalent when 74 compared with normal days but it will better appreciated if they organizers can fix it during their off-peak period in order to help sustain the hotel and hospitality sector in the State at large”.
Accommodation (Hotels)
ImoCarnival (Sunic foods)
Transportation Sustenance
Figure 5: Showing the economic impact of Imo carnival on tourism service providers. Source: Emphasized by the researcher 2015
Plate 22: Showing the researcher on yellow top(center) with staff of Kartel Musical Academy(KMA) entertainment at the Imo carnival 2014 stage before the flag-off.
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Plate 23: Showing some of the performers at the Imo carnival 2014 flag-off stage.
4.5 Impact on the culture and environment
Carnivals have to do with expressions. They are moreover carried out in a particular setting has its acceptance cultural standards and environment meaning considerations.
In studying this impact on the culture and environment, two main factors were taken into consideration. The first relates to the tourists themselves and their activities while the second focuses on the host destination and its population (Butler 1975 in Okpoko and Okpoko 2002:12).
A small number of visitors in a large population will have little or no impact on the locales, when the number of visitors is relatively large as recorded in Imo carnival 2014, it brings to notice the negative impacts on the culture and environment if the crowd are not controlled, by concentrated most of the attractions within the carnival village. The next factor that has similar impact like the above is how much time the visitor spends in the carnival destination area.
According to Nwaokorobia (2015:Pers. Comm.) “as the tourists spends more time at the carnival destination they tend to spend more money, learn more about the culture of other carnival participants in terms of their fashion, and style. Moreover, they tend to infuse their way of life in that environment, which may not be in-line with what is obtainable in their host community which will in turn affect the culture of the host destination”. 76
However, the host community can also influence the way of life of the tourists through their shared experiences. When viewed as negative or extreme, itwill affect the cultural image of the host community and its environment but when viewed as hospitable by the tourists it will project the cultural image of the host community in good light to the world.
From the afore-mentioned factors one can reasonably conclude that the negative effects of
Imo carnival on culture has to do with cultural pollutant-the behavior and attitude that creates imbalances in the existing culture of the host destination, such as prostitution and other social vices in general that breaks the cultural values of the people as an all day-all night event. A day before and after the flag-off of Imo carnival 2014 I observed that female commercial sex hawkers took advantage of the event to request for patronage without putting into considerations social etiquettes and existing culture of the host community. This assertion is followed by the fact that the commercial sex hawkers does not stay within the Owerri city school before and after the carnival this is corroborated by view of Mrs. Cordelia Ohawume (2016: Pers. Comm.)
Another social defect of Imo carnival is littering of the environment with sachet water parks, snacks pack, empty cans of different ‘soft’ and alcoholic cans and drinks, unguided defecations within Owerri city school as a result of the length of stay of tourists/participants to which could lead to spread of communicable diseases.
Furthermore, another observed social defect of Imo carnival is the use of it by unscrupulous individuals to carry out their selfish intentions that has nothing to do with Imo carnival 2014. As shown in Plate 24 below is a young man struggling to use the carnival float vehicle as his awareness programme train after soliciting for my photographing services before he was intercepted and interrogated by the carnival organizers. 77
Plate 24: Showing a young man struggling to use the deputy Governor float vehicle as his awareness programme.
The positive impacts of Imo carnival has to do with creation of social interaction. Imo carnival opens windows of cultural tolerance amongst participants, which bring about intercommunity, intra-state and national integration and corporation while widening the mental horizons of the participants and visitors.
The Aesthetic/beautification of environment during Imo carnival gives face-lift to Imo
State as a whole. As many strategic locations were properly cleaned, decorated and marked for future restructured as tourist attraction. An example is the newly constructed man-made tourists attraction at warehouse bus-stop by Orlu road near freedom square Owerri. 78
Plate 25: The researcher and a built Water fall constructed by the state Government near freedom square roundabout.
4.6 Impact on the host community
Following the length of days for Imo carnival 2014, it can be deduced that, the length of stay at the host community is short, making it to have a lesser effect on the host community life.
Furthermore, we may want to know the degree of similarities and differences prevalent in the cultures of both the visitor and the host community, in order to ascertain the resultant effect. As rightly put in Okpoko and Okpoko 2002:130): “The greater the difference in race, culture, religion, appearance between the tourist and the local population, the greater is likely to be the resultant impact”. Based on this truism, carnival as at its current stage, 80% participants /visitors to the host community are from intra-state while 20% are from inter-state and other counterparts.
This thereby, makes the tourists to have less cultural impact on the host community. Moreover, we may like to know the economic characteristics of the visitors’ vis-à-vis the host community.
By this it means the differences in the level of income between the tourist and the host community
(Okpoko and Okpoko 2002:130). 79
According to Paul Isong of bonbolini hotel Owerri, Imo carnival brought only 5% impact on their hotel as most of the participant/tourists did not pass a night away from their home, as a result had little economic impact on the host community. However, because Imo carnival have not been properly developed, the economic effects were not adequately felt as most of the visitors did not engage in activities like touring ,sight-seeing, and other activities needing local assistance, which may result in closer contact with the host community. For instance, there are numerous tourist attractions in Imo State that will complement the visitors experience and enhance their stay and contacts with the host community with its resultant effects. These attractions include: The premier Oguta lake Holiday Resort Complex where one can relax with nature because of its serene nature. The Abadaba lake, the monkey colony in Mbaise where one can watch monkeys display in their natural habitat, Mbari Scruptural Centre in Owerri and Aboh
Mbaise, Eziama Mystic spring water which is the source of Njaba River, the Palm beach Village in Awoomama, the mystic palm tree with three branches in EziamaObiato in Mbaitoli Local
Government Area,the mouth watering Imo cuisine i.e ofe Owerri (Onyeji,2004:20). Visiting these attractions would inject more money into the economy of the State and host communities.
To make it clear, an area with more advanced economy is probably less susceptible to the impact of tourism event such as Imo carnival than an area that is developing. Owerri as a capital city, is considerable above average in development, therefore, the economic impact on the host community is not deeply felt. This is followed by the fact that, the less developed the economy, the more likely is the locals ready to accept new innovations such as Imo carnival the greater the likelihood of the effect of Imo carnival penetration into the activities of the host community(Okpoko and Okpoko 2002:130). According to Isong 2015: Pers. Comm.), “the impact of Imo carnival 2014 did not penetrate into the host community deeply as 80% of the community 80 including his hotel felt only 5% of the effects of Imo carnival while 20% of the host community felt 95% of the effect of the carnival at the host destination, this according to him is as a result of their level of involvement in terms of sponsorship and partnership.” The economic effects of Imo carnival did not penetrate deeply into the host community compared to when it is hosted/ flagged- off at the rural or sub-urban area of the state where the locals can trade on their local goods, their arts /crafts, etc.
However, according to Oham (2015: Pers.Comm.): middle class traders, souvenir sellers, crafts sellers benefited from Imo carnival celebrations as the made sales in their capacity during the tourism event.
Plate 26: Showing the economic impact on the host Community.
4.7 Challenges and Prospects
In spite of the above merits, some factors have been identified as the main challenges inhibiting Imo carnival and its contribution to tourism development and they are:
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4.7.6 Inadequate public awareness of Imo carnival.
There is a general lack of awareness of Imo carnival. This lack of awareness is as a result of unbalance publicity of the event as attentions are often given to the State capital without considering State-wide grassroots awareness through the various Local Government Area. For instance, some indigenes of the State, who rarely visit the State capital, do not know of anything called Imo carnival. At the national and global stage, some people do not know that Imo State run a carnival, thereby serving as one of the factors affecting Imo carnival in tourism development.
Plate 27: Showing an advert on Imo carnival at the city center but not found in most LGA’s of the State after a comprehensive tour of most LGA’s by the researcher.
4.7.7 There is no specific documented period when Imo carnival should hold.
According to the head of tourism department, Ministry of Transport and Tourism
Imo State, Mrs. Oham Ngozi “The State should have a special period and document on
Imo carnival so that between this time to this time it must hold” (Oham 2015:Pers.
Comm.)
A study on the history of Imo carnival shows that the first Imo carnival held in the
year 2012 in the month of December, while the second Imo carnival held two years later
that is October 1st through October 6th, 2014 while the next predictably will be 2016. This 82
call for seriousness from the State and government should be consistent to see that Imo
carnival is an annual event (Oham 2015: Pers. Comms).
Table 6: Showing Sequences of Inconsistency in Imo Carnival celebrations Year Month Days Venue 2012 December 22nd Carnival Villa Owerri 2014 October 1ST- 6TH Owerri City School 2015 December 17th Imo Concorde Hotel and Casino Owerri Source: Researcher findings 2015
4.7.8 Lack of tourism policy, statistical data and carnival calendar.
Imo carnival is not in the calendar of event of the federal ministry of culture, tourism and national orientation thereby lacking globally recognition and consistency in making it an annual event. There is no clear-cut policy on Imo carnival as to objectively direct developmental efforts.
Non-existence of statistical data on tourist influx thus making planning difficult. The statistical variables on tourist influx are not available thus making the computing of the contact frequency and contact time in the analysis of social impact of Imo carnival difficult, as the ministry of transport and tourism, Imo State Tourism Board , Imo carnival committee cannot lay their hands on any documented information of tourist influx during Imo carnival.
4.7.9 Religious Iconoclasm.
This is another challenge facing Imo carnival towards its contribution to tourism development. According to Oham (2015:Pers. Comm.): “some tourists because of their cultural inclination do not like to behold masquerade and as a result of this will avoid visiting or participating during Imo carnival ,thereby, inhibiting the growth and development of tourism.”
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4.7.5 Non – zonal flag-off venue and poor marketing strategy
The State has not zoned Imo carnival flag-off into the various Local Government Areas in the State in order to enhance the effective and efficient promotion of the tourism event. This however, has been a challenge in creating a State-wide awareness of Imo carnival.
The tourism market, marketing and promotional strategies have not been evolved in order to effectively and efficiently promote Imo carnival.
4.7.6 Poor facilities and amenities
Road repairs, rehabilitation and maintenance seen grossly lacking making it very difficult for some indigenes and neighbouring State to visit and participate during Imo carnival celebrations for instance, during the Imo carnival 2014,it took some of the tourists/participants more than four(4)hours to cover a distance of three(3)km as their vehicle moves at less than
15km/h because of the bad road from the boundary between Imo State and Rivers State to a few meters away from Umuagwo-Ohaji police station, the much of this bad road is from Umuapu-
Ohaji to Umuapu secondary school in Imo State. This makes long vehicles and heavy duty vehicles to fall at will thereby keeping the other road user at a stand-still.
Plate 28: Showing a major access road from Port Harcourt (Umuapu Ohaji) to Imo carnival venue and the effect of the bad road at Umuapu-Ohaji.
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Imo carnival is a potential tourist’s primary attraction. When the challenges that have been highlighted are thoroughly addressed it will help immensely in tourism development. The areas to focus in order to harness the potentials of Imo carnival to become tourist primary attraction and its prospect include:
Government is expected to stimulate and co-ordinate tourism development by providing enabling environment, such as good roads and adequate security of life and property before, during and after the Imo carnival “it call for on all thoughtful Nigerians to rise up today and reject those habit which cripple our aspiration and inhibit our chances of becoming a modern and attractive country” (Achebe 1983:2). For guaranteed tourists repeat visit, enactment of appropriate laws, formulation of policies and guidelines that ensures the inclusion of Imo carnival into the annual budget of the State, provision of generation infrastructural facilities that will enhance tourist experience during their stay at destination (Hugo 2004:13).
Furthermore, there is the need to address the challenges of religious iconoclasm through proper cultural orientation programmes that can be done through the State television and radio stations, and other platforms that will cut-across the State.
Moreso, there is the need for improved security of life and property in the State to enhance the luring of tourists into the State during Imo carnival celebrations as well as to compliment other efforts towards Imo carnival and its contribution to tourism development.
4.8 Analysis and Interpretation of Data
Imo carnival showcases the rich cultural mosaic of its people. It forms part of Imo state cultural Identity. Though still at it fledging state, it shows high prospects when properly packaged to maximize its potentials for tourism development. 85
Following the numerous tourists centers which is more than thirty (30) in number (Obodo
2004:15), Imo Carnival can be a viable channel towards the promotion of these sites, which will further the courses of tourism development. This can be achieved by making Imo carnival gain international recognition by the efforts of the State Government through the Federal Ministry of
Culture and Tourism. This will thereby keep Imo carnival in line as a primary tourist’s attraction.
Although there is no consensus on the definition of a “tourist attraction”(Swarbrooke,1995),but there is an agreement on this central element of the tourism system (Inskeep,1991;Gunn,1994; Mill and Morrison,2002;Goelder and Ritchie,2008 in Weaver
2006:92). Walsh-Heran and Stevens 1990 in Weaver 2006:92) conveniently regard an attraction as a feature in an area that is a place venue, or focus of tourist activity.
Tourism theory recognizes that a clear hierarchy of attractions exists in most destinations including Imo State and that this hierarchy is defined by the degree of compulsion the tourist feels to visit them ( Lieper 1990 in Mckercher and du Cros 2002:108).The more powerful the demand – generation capacity of the attraction, the greater its ability to draw visitors at a destination while lesser attractions may provide activities for visitors at a destination but do little to it (Mckercher and duCros 2002:108). Attraction can be an intrinsic part of a trip and a major motivator for selecting a destination or they can be an optional discretionary activity engaged in while at a destination (Mill and Morrison 1985:McIntosh and Goelder 1990;Bull 1991;Jordan 1999 in
McKercher and du Cros 2002:108).
According to McKercher and du Cros (2002:108),three types of attractions have been identified, which include; primary, secondary and tertiary. Primary attractions are so important to most destinations that they play a critical role in shaping their image and in influencing visitation 86
(Mill and Morison 1985 in Mckercher and du Cros 2002:108). However, not all primary attractions are equally strong demand generators in terms of influencing visitation. This is because some have the ability to draw visitors from a greater distance than others. The greater the distance the consumer is expected to travel, the more distinctive and unusual the attraction must be . This is because people will like to travel long distances to consume truly unique experiences but are unwilling to invest the effort, expense, and time needed to consume common ones
(McKercher and du Cros 2002:108).
Secondary attractions on the other hand may be locally significant tourists, moreover, they complement the tourism experience and may be very popular in their own right but do not influence the decision to visit the destination. While visit to tertiary, or the lowest-order, attractions are typified by low-involvement purchase decisions and are also largely convenience based or occur by happenstance (McKercher and du Cros 2002:110).
Ironically, the same attraction could act as primary, secondary and tertiary attractions simultaneously, depending on the tourists different reasons for visiting (McKercher and du Cros
2002:110). They further asserted that, most cultural tourism attractions fall into the category of secondary or tertiary attractions when the total array of cultural tourism assets globally is considered.
However, Imo carnival as a cultural event can be packaged to continuously move upwards through the attraction hierarchy in order to enhance its contribution to tourism development and as well take its place as a short–duration primary attraction(McKercher and du
Cros 2002:114).
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4.9 Statistical Index Analysis
Imo carnival though lacks detailed statistical data on tourist influx, descriptive and inferential statistics will be used in analysizing the information drawn from Imo carnival 2014 as observed and presented by the various sources of the data collected.
According to Azi (2005: Pers. Comm.) more than 80% of the participants are youth while less than 20% comprises of children and elderly people. This is supported by the figure given by
Mr Anyanwu Fidelis of the Ministry of Transport and Tourism who estimated more than five thousand participant( Anyanwu 2015: Pers. Comm.). Moreover, an on-line estimation has it that
Imo carnival recorded an estimated five thousand (5000) participants (thenationaleng.net/cultural- splendour-at-imo-carnival. Accessed 30/5/2015). Concerned with the economic aspect of the carnival, Mr Paul Isong of Bonbolini Hotel stated that, the carnival impacted on come the hospitality at the rate of 5% and 95% as a result of respectively, where his hotel falls within the category of 5% as a result of different role play during the celebration.
Furthermore, from my direct observation, the statistics of the participants/tourists can be best categorized into two: Regimented and Non-regimented participants. The first makes up 80% of the participants while 20% makes up the non regimented participants. The 80% were drawn from different ministries, commissions, agencies and boards. Based on sample observation and generalization, the estimated number of the participants/tourists is over five thousand, which comprises of youths, children and elderly people who are mostly civil servants who are above fifty years of age. The pie-chart below shows the estimated number of the participants in percentage (%).
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Figure 6: Showing the statistics of participants/tourist as observed during Imo carnival 2014.
Source: Emphasizes by the researcher 2015
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CHAPTER FIVE
SUMMARY, RECOMMENDATION AND CONCLUSION
5.0 Summary
Imo carnival comprises of exhibition of different cultural values and exhibitions across all the local government areas in the State. The bands, troupes and parade depicts the cultural settings of Imo State. For instance the deputy governor’s float is made of traditional architectural building that is typical to Imo environment. Dances, masquerades and other features like features like performances from upcoming artistes encourage music talents in the state. Furthermore, the carnival is the meeting point of for people from all walks of life. During the carnival the capital city –Owerri is agog and filled with different economic activities which has a lot of trickle down effects in Imo State, although there indicators of environmental, and cultural pollutions, ‘sharp practices’ while inconsistency in the date of the carnival has affected its image and patronage.
Despite these challenges, Imo carnival holds a lot of prospects.
5.1 Recommendation
Imo carnival can be repositioned to take it share in international tourists market as it has been observed that the major tourism products of developing nations are their cultural and natural heritage /endowments and fortunately, Imo carnival has a rich share of these resources which can sustain a viable and tourist industry, if properly harnessed and promoted in the local and international tourism market (Ekechukwu 2006:182).
In the opinion of Faoseke (2000), the necessity for inculcating a tourism culture in Nigerians cannot be overemphasized. In his words: it is important to stress the importance of domestic tourism, both for its social as well as its economic impact “travel spending by the residents of a 90 country within their own country contributes to a reawakening of a pride in the country which these travelers bring with them when they latter travel abroad”. This is because domestic tourism promotion broadens the social horizon of the people, as such help in contributing to the growth of the economy” (Ekechukwu 2006:202).
There is the need to effectively and efficiently package Imo carnival to enable it have its fair share of the global tourist market and maintain high visitor arrivals by urgently investing strategically on promotions especially in the key source countries which are the important target markets in order to place Imo carnival ahead of other competing carnival destinations.
According to Ojo-Bakare (2015:39) “the first step is to develop the culture and tourism products such as “Imo carnival” we want to market to the outside world here in Nigeria (Imo
State). We must develop and package them before we move on to promote and market them very well. Nigeria is almost non-existing in the area of marketing and promotion of what we can offer the world in terms of culture and tourism, and that is bad”. A number of promotional methods will be useful in this regard; these include the use of such media as the televisions, radios, newspapers, and magazines, including special social media platforms. Such television programmes as Nigeria
Television Authority Newsline and documentaries with the concept “Destination Imo State” will be handy.
According to Ekechukwu (2006:201): “as a result of the improvement in information technology, the internet resources can also be harnessed to provide in information” on Imo carnival and abundant tourism resources and facilities thereby helping to promote it globally.
Therefore, all the relevant stakeholders such as Imo state ministry of transport and tourism,
Imo State tourism board, Imo carnival development commission (committee), etc should ensure 91 that, the planning and programming of Imo carnival starts immediately at the end of each year carnival this will ensure that all lapses are evaluated and recommendation made to improve upon the subsequent ones. In addition, concerted efforts should be made along side with tourism experts ahead of time in fixing a particular date internally by the relevant stakeholders and allowed to face some modifications based on the level of preparation before it will be made public. And when publicized, should stick to the date and time no matter any circumstances that may threaten the change of schedule except when it has to do with national security.
Furthermore, Imo carnival needs to be captured into the State annual budget in order to improve its sustainability and as such made an annual event. The State should have a specific period and document for Imo carnival celebration so that between a particular quarter of the year it must hold (Oham 2015: Pers. Comm.). Efforts should also, be made by the State ,so that the
Federal Ministry of Culture and Tourism can include Imo carnival in their calendar of event and as well sell it across the globe, to enable foreign tourists programme themselves to visit Imo State and as well give Imo carnival International recognition (Oham 2015: Pers. Comm.).
Following the crowd that is involved in carnivals, the security situation in the State should be given high priority in order to create an enabling environment (Nduka 2015: Pers. Comm.) for potential and actual tourists There should be sustained private/public partnership, where private sectors are consulted to bring in creative, innovative and dynamic strategy to grow and develop
Imo carnival in order to enhance it contribution to tourism development.
The connecting roads into Imo State from its neighbouring State should be maintained rehabilitated or repaired where applicable. The State airport should always be in good shape to 92 provide excellent services to its users in other to encourage repeat patronage which will as well add to the revenue generation of the government.
In the opinion of Isong (2015: Pers.Comm.) “Imo carnival should be programmed within the off-peak period for the hospitality /hoteliers to feel the impact of Imo carnival in the State because during the peak period, which starts from August of each year the social/economic impact are not really felt as it contributes 20% on some hospitality outfit while 80% on some selected hospitality outfit who may have been “favoured” by the organizers”. Although, he might have over-drew the picture, because some restaurants and bars operators who does not have any link to the organizers within the carnival float area got patronage from the carnival participants.
Furthermore, other tourist attractions in Imo State that can supplement the potential and actual Imo carnival tourists/experience should be harnessed so that they can fall within the three hierarchies of attractions as earlier observed in (4.2) Analysis and Interpretation of Data page(129)above (Mckercher and du Cros 2002:110).
It will also be necessary to recommend sustainable tourism development in Imo carnival, where the environmental, socio-cultural and economic elements are completely considered in order to ensure the strong sustainability of Imo carnival and the host destination. Here, the environment has to do with strategic planning and management of Imo Carnival tangible attractions in the State, such as built waterfalls, good road network, and other hospitality facilities such as hotels, which will help to sustain the interest of tourists and participants during the carnival. The socio-cultural element has to do with security of life, property and cultural rights of the tourists and participants as well as that of host communities. While, the economic element 93 deals with the profit potentials of Imo carnival in order to make it economically viable for all its relevant stakeholders.
This is because it produces an economy and more broadly a society and culture ,that determines how people live-in terms of income, services, life chances, education and so on” (Poet and Hartwick 2009:8).
Stressed here also is the inclusion of Bellagio principles- a set of general guidelines that would inform the implementation of sustainable development strategies in the total planning and packaging and development of Imo carnival for sustained tourism development.
The first of these Bellagio Principles stresses the need for any organization like Imo State
Tourism Board to have a clear vision. The second is holistic perspective, where an assessment of progress toward sustainable development includes review of the whole system (Imo carnival) as well as its parts. The third principles, looks into essential elements which include an appropriate consideration of the ecological conditions on which life depends.
The next two principles, indicate adequate scope which include the long distance impacts on people and ecosystem while the subsequent principle stress the need for practicality (including limited number of key issues for analysis), The sixth principle stress openness and accountability in the assessment of progress toward sustainable Imo carnival development, where the methods and data that are used are accessible to all stakeholders. This is followed by the seventh principle, effective communication where the packaging of Imo carnival should aim from the outset for simplicity in structure and use of clear and plain language. While the eight principle, stress broad participation, where assessment of progress toward sustainable Imo carnival should include broad representation of key grass-root, professional, technical and social groups, including youth, 94 women and indigenous people to ensure recognition of diverse and changing values. This is followed by the ninth and tenth principles that stress on ongoing assessment which emphasizes on developing a capacity for repeat measurement to determine trends as well as been iterative, adaptive and responsive to change and uncertainty because systems are complex and change frequently. While the later stress on institutional capacity where continuity of assessing progress toward sustainable development should be assured by clearly assigning responsibility, providing institutional capacity for data collection, maintenance and documentation(Weaver 2006:32-33).
Imo carnival with its abundant cultural tourism potentials such as masquerades’ dance from different Local Government Area’s, the Umu Ada / Umu Okpara parade, the Igbo poetry/talk show amongst others can help further tourism development. Carnival is a viable tool for the promotion of cultural resources of the people. Therefore, the contribution of Imo carnival in tourism development cannot be overemphasized. there is the need to create an active working committee that are experienced, non-partisan and committed in the promotion of the carnival globally with a clear vision for tourism promotion and development in the state and country in particular and globally in general.
There should be public-private partnership (PPP), towards the enhancement of the event planning and programming in order to sustain tourist interest to the event attractions and to avert lost of tourist interest as a result of constant change of date, time and venue of Imo Carnival celebration.
Having considered the key terms in strategic planning and programming of Imo carnival, to ensure a continuous improvement and success let me demystify further the measures that I have suggested: 95
5.1.1 Clarity:
Imo carnival must be absolutely clear about what it stands for. It should have a clear, written, short, medium, and long-term goals and plans for every part of its celebration. It should have clear values. It should have what it believe in, it must care about a particular segment of the tourist such as the cultural tourist for effective and efficient “tourist acquisition”. It should be centered on “meaningful specific” rather than “wandering generality” (Tracy 2010:16).
Imo Carnival should have a vision for today, tomorrow and the future. It should have vision for its stakeholders as well as a vision of becoming a world class carnival in a meaningful specific area such as cultural tourism.
Furthermore, Imo carnival should have its mission statement. What is it’s that it want to accomplish for the potential tourist? What is it that it wants to do to improve tourist experience and the lives and work of it host communities and stakeholder respectively?
What is the purpose for inventing Imo carnival? What is the reason for its being? and what really do Imo Carnival want to do with its existence?
Finally, what are the goals of Imo carnival? What does it want to accomplish in the tourism industry, Imo state, and what difference do it want to make in the tourism industry.
5.1.2 Competitive Advantage:
Imo Carnival should offer one or more tourism experience that no other competing carnival in the country and the world at large can offer. It should have “area of excellence”.
Because of it’s newness into the carnival world it must have unique selling proposition 96
(Trancy2010:39). This has to do with one thing that Imo Carnival can offer the tourist that no other competing carnival can offer anywhere.
5.1.3 Regularity:
Regularity here refers to the strategic continuity of Imo carnival annually. Considering the fact the Imo carnival is still at it in Choate state, Imo carnival planning committee should be more proactive in ensuring that Imo carnival is made an annual event to enhance its relevancy without any interference by any government in power. These can be achieved by borrowing a leaf from other advanced carnivals celebrated in Nigeria such as Abuja carnival, Calabar carnival, Carniriv
Port Harcourt, etc that has grown pass some level of political interference from their different boards and management committees that are in-charge of the planning, programming and execution of the event plans.
Furthermore, regularity includes the constancy of the dates and month for the event annually. A close monitoring of the event to observe it repeatability in the year 2015 within the particular month Imo carnival 2014 was celebrated shows that it was not observed accordingly rather 2015 Imo carnival celebration is been scheduled on the 17th December 2015 with little publicity. The consequences of this fluctuation of the dates and month of the event is that it can lower the tourist enthusiasm, thereby distorting the interest of the tourist to the destination, which will in turn affect the credibility, popularity and branding of Imo carnival image. According to the head of tourism department ministry of transport and tourism Mrs Ngozi Oham “Government should see that Imo carnival celebrations is built into the annual budget. And the state should have a specific period documented for Imo carnival, so the between this time frame it must hold. 97
Furthermore, government should be consistence to see that Imo carnival is an annual event”
(Oham 2015: Pers. Comm.).
5.1.4 Security:
There should be adequate deployment of security personnel as well as road safety officials to the carnival village and routes to ensure the safety of tourist during their stay at the destination as well as the enforcement of law and order during the event
5.1.5 Venue:
This is another area of serious consideration in Imo carnival strategic planning and management. This is because, the venue of an event determines to a greater extent the response of the participants. No doubt, Imo State is a Niger Delta State and before now, the region was regarded as a fragile tourist destination. These however, make it very important that, Imo carnival planners should ensure that the venue for the “All day All Night” event is accessible, secured and safe both for foreign and national tourist.
At the time of this research work for example, it was observed that, the road linking visitors from Rivers State to Imo State via big Elele of Ikwerre Local Government Area, is so bad that vehicles and tourists were trapped in the traffic that lasted close to two (2) hours, just to drive away from the scene and get to Umuapu Ohaji, where they will spend another two(2)hours before getting to Umuapu secondary school and another one(1)hour to get to Umuagwu-Ohaji police station and then about fifteen(15)minutes to Imo State Polytechnic before driving freely to the venue of the carnival at Owerri city school by wethedral road Owerri. This challenge is so time and strength exhausting to tourist which may leave them with mixed experiences. 98
5.1.6 Differentiation:
Culture is an important element of destination uniqueness and appeal. Here, the strategic planning /management committee of Imo carnival should ensure that they don’t repeat what has been known in every carnival experience but be distinctively creative in making a different in their featuring annually. Imo carnival is all about culture first and its uniqueness starts from the host state.
Effort should be made towards promoting and advancing the integral cultures of the different
LGAs of Imo State, in order to preserve and strengthen indigenous cultural identity.
Efforts should also focus on promoting the cultural diversity of the nation at large, facilitating exchanges for language learning and cultural immersion to enhance co-operation in the country while strengthening the process of national integration.
Since carnival is an expression of culture that encapsulates music, dance, costumes pageantry and performance with it common interest; the manifestation of a cultural pluralism amongst its participants, there is the need for Imo carnival to introduce cultural products packages that are of international significance. These cultural products include but not limited to sites and attraction of historical and cultural significance, such as Oguta blue lake, Ojukwu Bunker, as well as cultural performers and producers of handcrafts, specifically foods and other local and indigenous products that are of international appeal.
5.1.7 Public – Private Partnership Forum:
There is the need to facilitate and promote strong meaningful partnership and networking to increase the synergy between tourism executives and Imo carnival committee with relevant 99 interested private sector stakeholders serving the industry. Here, Imo carnival conference is suggested, which would provide an opportunity for the exchange of knowledge and best practices among the Imo carnival committees and related stakeholders.
The public – private partnership forum will comprise of the relevant public sector representatives and private-sector stakeholders to include professionals in areas of dress and costume making and design, singers, indigenous musicians, craftsmen, choreographer, event promoters and band leaders etc.
5.1.8 Inform and Engage:
Here, comes the need to run public awareness campaign to inform and engage the general public about Imo carnival by developing strategies that increase the benefits of the activity to the participants as a means for employment generation and poverty reduction such as: TV shows, radio programmes, short SMS predict and win code as well as ring back tunes that can be subscribed for as low as fifty naira (#50:00) Nigeria currency as a way of informing and engaging the general public. Also by offering incentives VISA issuance particularly targeted to Diaspora communities to enhance international visitors.
5.1.9 Promotion and Marketing:
This strategy focuses on raising the international profile and public knowledge of Imo carnival by utilizing well-knowledge local artists and comedians as Imo Carnival Ambassadors.
The different elements of Imo carnival and other major festivals should be showcased to the international travel market to generate interest and awareness amongst the various intermediaries projecting Imo state/Nigeria as a cultural destination. This can be made easier by 100 introducing Imo Carnival at the federal ministry of culture, tourism and national orientation so that Imo carnival can be included into their calendar of events, which they can easily sell globally in order to attract foreign visitor/tourist to Imo carnival and Nigeria at large.
5.1.10 Resources:
Resources here refer to the adequate funding of the event by the relevant stakeholders.
Funds should be released early enough to the appropriate committee, board and/or ministries that are charged with the responsibility of organizing Imo carnival, to enable them have an adequate plan implementation for the event. By extension it also has to do with complete utility of professional human resources in the planning, programming, implementation, monitoring and performance evaluation processes before, during and after the carnival.
5.1.11 Improved Corporate Governance:
Imo carnival 2012, 2014 and 2015 has come and gone. In a world of rapid change there is the need to practice continuous improvement in every organization for maximum impact. I have suggested an improved corporate governance of Imo carnival for maximum global impact.
Corporate governance is the set of process, customs, policies, law and institutions affecting the way an organization and event is been administered and controlled(Inyang,2004:163;;Koufopoulos,2006;Sullivan2000;Rwegasira,2000; Reddy,2001 inYuguda 2012:6-8). It also includes the relationship among stakeholders, and the goals for which the organization/event is been governed. The principle players are the planning committee which must be experts with practical experience, management drawn from Imo State Tourism Board,
Ministry of Transport and Tourism, and tourism and hospitality consultants. Others include employees, suppliers, customers, the government, and the host community. 101
5.1.12 Branding carnival as Destination Attraction
Branding is all about selling everything that is associated with a product or services such as Imo carnival. It is an articulation, differentiation and positioning of Imo carnival as a destination attraction, aimed at raising the visibility and value of Imo carnival globally.
A brand is a product, service, or concept that is publicly distinguished from others, so that itcan be easily communicated and usually marketed. While a brand name is the name of the distinctive product, service or concept. Brands are often expressed in the form of logo, and graphic representations of the brand.
A brand can be defined as the intangible sum of a product’s attributes: its name, packaging, and price, its history, it’s reputation, and the way it’s advertised. Before I go further and deeper into the branding process of Imo carnival, a brand can be seen as the whole image and identity of a product, service life and how it is seem by the external world.
The branding strategy process of Imo carnival as a destination attraction which I will be suggesting is the process of refining it’s focus for continuous improvement and productivity: the
(who we are, what makes us different, and what unique value do we offer).
The Who Are We
Here, the question on who are we? addresses the need to know that Imo carnival is an entity and should be treated as such, void of any political affiliations or sentiments. Furthermore, Imo carnival should be used to project Imo state rich cultural heritage and should operationalize its programmes towards promoting the culture of its people as well as that of Nigeria and Africa as a whole. 102
In addition, Imo carnival should be projected to the world highlighting all its cultural attractions that can pull tourist from all over the world. When this question is properly answered and applied in the strategic branding process of Imo carnival, it will aid to ensure that the carnival is well conditioned in the mind of cultural tourist.
What makes us different:
This is another strategic branding of Imo Carnival. Here, emphasis is laid on those unique benefits that tourists will enjoy when they participate in the Imo carnival celebration. These include the opportunity to visit the following tourist sites while enjoying the flavor of Imo carnival:
Mbari Cultural and Art Centre, Owerri
Mbari centre is situated at Ikenegbu in Central Owerri. It is being housed by the Imo State council for Arts and Culture. Mbari is an open air museum that houses monumental arts that depicts peace, prosperity and social life in Igbo land.
Amadioha Shrine
A mysterious shrine and destinations. The site also has athletic facilities equipped with modern fitting and fixtures and provides world class service.
The Sources of Urashi River
Located in Ezeama community in Dikenafai in Ideato-south LGA, this is a spring which has mysterious source from a rope-like feather stretching from a mountainous substance. The spring is believed to have been the source of Urashi River which stretches from Ideato south to north, terminating in Oguido where the blue lake and Urashi River is located.
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Eze Silver IbenyiUgbala II Palace, Orlu
It is a traditional court palace with its mysteries, historical and archeological discoveries.
A custodian of Igbo culture and tradition, the palace is an ideal place for Igbo cultural studies.
Oguta Lake, Oguta
Oguta Lake is the largest natural lake in Imo State and is supposed to have originated from a natural depression. The lake is of immense value to the people of Oguta, Orsu, Nkwesi and
Awo. In the colonial era, the Oguta Lake was a port for the evacuation of palm products and the relics of the jetties used by the United African Company (U. A. C.) still exist today. During the civil war, the Oguta Lake was a marine base for the Biafran Navy. Visitors can take a cruise on the lake or play a round of golf on the 18-hole course on the bank of the lake.
Imo Wonderlake Resort, Oguta
This is the second largest freshwater lake in Nigeria and it is surrounded with evergreen environs of the poetic beauty.
Ngwu Spring Natural Water
The Ngwu spring water known as Iyi Umugara is found in Nkwere LGA and it is sparkling natural water, pure and crystal-like. The stream which is formed by the cascading spring water is a mystery because its volume and flow increases mostly during dry season.
Ada Palm Plantation Complex
Established in 1974, Ada palm is the biggest and most viable oil palm plantation in West
Africa. The palm plantation, which occupies about 4,310 hectares of land, with a housing estate, was one of the nation’s major sources of foreign exchange before the discovery of petroleum.
This plantation lies in the parcel of land between Amafor and Egbema in Ohaji/Egbema Local 104
Government Area. Access is Owerri to Port-Harcourt road; turn right to Amafor about 20km from
Owerri.
Abadaba Lake Resort
The lake resort which is situated in Obowo LGA has a fresh and muddy colour water body which is festooned with a luxuriant raffia palm and bamboo trees adding to its aestheticism. The lake is accessed through Owerri/Umuahia road, stop at Avutu.
Palm Beach Holiday Resort, Awo-Mmama
Located in Awo-Mmama, it is a beach that is associated with palm trees and beautiful environment for relaxation.
Rolling Hills, Okigwe
Located in the ancient city of Okigwe, the hills which comprise a series of hills that expand from Ihube to Okigwe town into the northern border, provide a great site for camping and picnicking.
Iyi Ogidi Spring
Located in OfeahiaAmaifeke autonomous community in Orlu LGA, the spring water here bubbles up from five separate channels in a pleasant, serene spot. The British built a hill station here in colonial times.
Iyi Okwu Spring
IyiOkwu spring is located at Okwuepe village in EbeneseIhioma autonomous community in Orlu LGA. The spring, which gushes out from a rock on the hill in pipe-like manner laid by nature is very clean and pure as it rushes with intensity downwards.
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Edemili Lake
This Lake occupies a wetland, which is more of a swampy environment and it is located in
Awo Idemili about 2km from the local government headquarters. It has a palm beach setting with so many palm fruits occupying a large area of land.
Amusement Park, Owerri
This Park was created for relaxation and entertainment for families, visitors and children within the Owerri community and its environs.
Nekede Zoo
This is a biological garden complex located at old Nekede in Owerri. The Zoo has stock of different animals ranging from Lions, Pythons, Monkey, Ostrich, Crocodile, Cattle Egret,
Guerrilla, and different birds.
Asumpta Cathedral
Located in the centre of Owerri, it is reputed to be the biggest Catholic Church in West
Africa, fashioned in Italian architectural design. Bearing in mind the value these sites will add to tourist experience as these attractions can only be obtainable in Imo State alone
(en.wikipedia.org/wiki/imo-state accessed 3/4/15).
5.1.13 Marketing Carnival as Cultural Festivals
In the opinion of Cooper et al (1993), no definition of marketing can ever disregard Philip
Kotler. This is because he had established himself as the most quoted proponent of general marketing theory (Ekechukwu 2006). Kotler defined Marketing as:
‘‘a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others’’ (Kotler 1988:3,Cooper, et al 1993:225).The British Chartered Institute of Marketing in 1984, defined marketing as “ the 106 management process responsible for identifying, anticipating and satisfying customers’ requirement profitably”. Looking at both definitions, one can see some core similarities, for example, both emphasis marketing as a management process. According to the American
Marketing Association, marketing is “the process of planning and executing the conception, pricing promotion, and distribution of ideas, goods and services to create exchange that satisfy individual and organizational objectives” (Mahoney and Warnell, 1987). Marketing in my opinion is a tactical selling technique that actively promotes a product or service to get a positive sales result. It is a push tactic. It’s pushing a message to get sales results. For example, “come to Imo carnival because it’s different from others” It does activate tourist interest.
Tourism and its related activities such as Imo carnival is principally service-based industry and the main product provided by tourism business is hospitality. In the marketing process of Imo carnival it should be made clear that it is a cultural festival and that any other variety is meant to spice it up.
5.2 Conclusion
Imo carnival can drive tourism development. In order to execute the research, triangular method of research was adopted. The study revealed that Imo carnival is still at its fledging stage, therefore it is facing the following challenges: inadequate public awareness, bad roads, religious iconoclasm, poor security outfit, poor or non marketing promotion, lack of statistical data, inconsistency etc. despite these challenges, some of the respondents agreed that the carnival has a lot of positive impact within the State, while some of the respondents did not agree to that.
Therefore, it is recommended that proper packaging and marketing, use of internet technology, proper funding, improved security activities, application of Bellagio-principles, 107 public private partnership and consistency with date of the carnival etc will help in boasting the image of the carnival, encourage more participation from all stakeholders, while more positive impact will be felt by all and sundry.
Despite the nascency of Imo carnival, its contents holds great potential for cultural revival, economic benefits and environmental conservation and protection when properly planned and exhibited. Proper planning and consistency of the carnival will place Imo carnival in a good competing advantage with carnivals in Nigeria and beyond.
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ON-LINE MATERIAL
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Source: en.www.wikipedia.org/wiki/tourism_in_the_caribbean
Source: http://www.acsace.org/index.php?q=sustainable=tourism/ carnival-when-culture-attract-tourism. Accessed 30/5/2015
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30/5/2015
114
APPENDIX 1
115
APPENDIX 2
Department of Archaeology and Tourism University of Nigeria, Nsukka 2/8/2015.
RESEARCH INTERVIEW ON: A STUDY OF IMO CARNIVAL AND ITS CONTRIBUTIONS TO TOURISM DEVELOPMENT
Dear respondents,
I am a Post-graduate student in the department of Archaeology and Tourism, University of
Nigeria, Nsukka. I am conducting a research on “A study of Imo carnival and its contributions to tourism development”.
The research is purely for academic purpose and you have been selected to participate in the study.
Your honest response and answers to my questions will be highly appreciated and the information will be treated with great confidentiality.
Please you are expected to give your name and possibly your identity.
Thank you for your co-operation.
Yours faithfully,
Onyekwere Chris Chukwuma
116
APPENDIX 3
Themes for discussion:
1. The usefulness of culture to tourism development in Imo state.
2. The challenges faced by the organizers of the carnival
3. The socio-cultural and economic implication of Imo carnival in tourism development in Imo
State.
4. The strategies that can be adopted to ensure that Imo carnival is sustained.
117
APPENDIX 4
INTERVIEW GUIDE
Study location: …………………………………………. Name of interviewee ……………………………………… Sex:………………………………………………………….. Education:…………………………………………….. Status:………………………………………………….. Ministry/Board/others:………………………….. Date:……………………………………………………….
1. The usefulness of culture to tourism development in Imo state.
2. What do you think is the role of culture to tourism development in Imo state?
3. The different types of bands, parade, troupes and contingents that featured in Imo carnival that
makeup the content of the carnival?
(a) What are the different types of bands that featured at 2014 Imo carnival
(b) What are the parade that featured during Imo carnival 2014
(c) What are the troupes and contingents that featured in 2014 Imo carnival
(d) Which of the Local Government Area from Imo State featured in Imo carnival?
(e) What are the names of the masquerades that featured in Imo carnival?
(f) Specify the type of cultural exhibition featured
3. The challenges faced by the organizers of the carnival
What the challenges faced by the organizers of the carnival? 118
4. The socio-cultural and economic implication of Imo carnival in tourism development in Imo
State.
What could be the socio-cultural and economic implication of Imo carnival in tourism
development in Imo State?
5. The strategies that can be adopted to ensure that Imo carnival is sustained.
6. How in your opinion do you think that Imo carnival can be sustained?
119
APPENDIX 5
An example from UNWTO Progress Statistics Report on Sustainable Tourism
Tourism 2020 Vision is the United Nation World Tourism Organization's long-term forecast and assessment of the development of tourism up to the first 20 years of the new millennium. An essential outcome of the Tourism 2020 Vision is quantitative forecasts covering a 25 years period, with 1995 as the base year and forecasts for 2010 and 2020.
TABLE 7 : Showing UNWTO Progress Statistics Report on Sustainable Tourism 2020
Vision
Source: http//www.unwto.org/facts/menu.html.Accessed 29/7/2015.
Although the evolution of tourism in the last few years has been irregular, UNWTO maintains its long-term forecast for the moment. The underlying structural trends of the forecast are believed not to have significantly changed. Experience shows that in the short term, periods of faster growth (1995, 1996, 2000) alternate with periods of slow growth (2001 to 2003). While the pace of growth till 2000 actually exceeded the Tourism 2020 Vision forecast, it is generally 120 expected that the current slowdown will be compensated in the medium to long term.
FIGURE 7 : UNWTO's TOURISM 2020 VISION FORECAST
Source: United Nation World Tourism Organization (2012)
Tourism Barometer, May.
UNWTO's Tourism 2020 Vision forecasts that international arrivals are expected to reach nearly 1.6 billion by the year 2020. Of these worldwide arrivals in 2020, 1.2 billion will be intraregional and 378 million will be long-haul travelers. The total tourist arrivals by region shows that by 2020 the top three receiving regions will be Europe (717 million tourists), East Asia and the Pacific (397 million) and the Americas (282 million), followed by Africa, the Middle East and South Asia.
East Asia and the Pacific, Asia, the Middle East and Africa are forecasted to record growth at rates of over 5% year, compared to the world average of 4.1%. The more mature regions Europe and Americas are anticipated to show lower than average growth rates. Europe 121 will maintain the highest share of world arrivals, although there will be a decline from 60 per cent in 1995 to 46 per cent in 2020.
122
APPENDIX 6
GLOSSORY
AIDS - Acquired Immune Deficiency Syndrome
CPC - Central Planning Committee
EIS - Economic Impact Study
GDP - Gross Domestic Product
GLA - Greater London Authority
GNP - Gross National Product
GRO - Guest Relation Officer
IMPTA - Imo Pilot Transport Authority
ISTC - Imo State Tourist Corporation
LGA – Local Government Area
KMA - Kartel Musical Academy
MAN - Manufacturing Association of Nigeria
MTN - Mobile Telecommunication Network
NTA - Nigeria Television Authority
PPP - Public Private Partnership
PQLI - Physical Quality of life Index 123
RBKC -Royal Boroughs of Kensington and Chelsea
UAC -United African Company
WCC -Westminster City Council
124
LIST OF INFORMANTS
S/N Name Source Age Sex Date Remarks 1 Mrs. Nduka Imo State Tourism Board 45 Female 18/8/ Reliable Emelda 2015 2 Mrs. Ngozi Oham Ministry of Transport and 48 Female 13/10/2015 Reliable Tourism 3 Mrs. Azi Chika Imo State Tourism Board 39 Female 21/10/ Reliable 2015 4 Mr Fidelix Ministry of Transport and 42 Male 22/10/ Reliable Anyanwu Tourism 2015 5 Mr. Paul Isong Bonbolini Hotel Ltd, Owerri 43 Male 29/10/2015 Reliable 6 Mrs. Ogechi Agoha Supervisor at SUNIC foods 36 Female 3/2/2016 7 Mr. Michael Ifari Platium-Loung Bar and Grill 29 Male 5/2/2016 Reliable 8 Mrs. Nnodim A. GRO- Guest Relation Officer 29 Female 5/2/2016 Reliable Rock View Hotel Owerri 9 Mr. Ifeanyi Chile Gatekeeper at Abigail Luxury 32 Male 7/2/2016 Reliable Suites 10 Mrs. Ebere Okoro Remmy Foods 39 Female 7/2/2016 Reliable 11. Mr. Paddy Obinna Chairman Imo carnival Planning 42 Male 8/2/206 Reliable Committee 12. Mr. Remigius Mba Staff KMA Entertainment 35 Male 8/2/206 Reliable 13. Mrs. Tina Tagbo Provision and soft drinker store 38 Female 8/2/206 Reliable owner 14. Mrs. Blessing Owner of Mama Chi-chi 43 Female 8/2/206 Reliable Chukwuebulem Restaurant, Opposite Fire Service Owerri 15 Chief Ikedioha Ganis Lounge, Owerri 49 Male 12/2/2016 Reliable Ojinaka 16 Mr. Daniel Chimelie General Manager Abigail 47 Male 12/2/2016 Reliabel Luxury Suite, Owerri