The Synergistic Impact of Media Communication on Cultural Heritage Preservation and Tourism Promotion in South-Western, Nigeria

Balogun KB, Ajagunna AE and Lasisi BF

Published on: 2024-07-05

Abstract

The South-Western region of Nigeria is bestowed with a wealth of cultural heritage that demands preservation and transmission to successive generations. Regrettably, these diverse cultural practices confront the imminent threat of extinction owing to inadequate inter-generational dissemination. This study delves into the pivotal role of media communication in safeguarding cultural heritage and stimulating tourism development in South-Western Nigeria. The research underscores the potent efficacy of media platforms in facilitating mass mobilization, information dissemination, entertainment provision, socialization, integration and cultural promotion. Consequently, the media assumes a profound responsibility in upholding and perpetuating cultural heritage at multiple levels. In order to effectively preserve the region's rich cultural heritage and engender tourism growth, the research advocates for a proactive involvement of the media in advocating for cultural activities and events, thereby ensuring the populace remains informed and actively engaged. By adopting this approach, not only will the cultural heritage be safeguarded, but it will also create avenues for tourism development within the region, ultimately contributing to the holistic progress of Nigeria.