Evaluation of the Weaknesses and Threats of Nwonyo Fishing Festival, in Ibi

Local Government Area, Taraba State, Nigeria

Authors;

Inyang, O. E (Ph.D)1, Bawa, Precious Tani2, Gagbanyi Caleb Tebrimam3, Aminu Ado Kaugama4

1. Department of Hospitality and Tourism Management, Federal University Wukari (FUW), Taraba
State, Nigeria. Email: [email protected], [email protected]

2. Department of Hospitality and Tourism Management, Federal University Wukari (FUW), Taraba
State, Nigeria

3. Department of Hospitality and Tourism Management, Federal University Wukari (FUW), Taraba
State, Nigeria

4. Department of Hospitality and Tourism Management, Federal University Wukari (FUW), Taraba
State, Nigeria

Abstract

This study investigates the weaknesses and threats facing Nwonyo Fishing Festival
which is among the front runner Heritage Tourism attractions in Taraba State.
SWOT analysis was used as the main test instrument but measuring only the
weakness, and threats of the festival. 22 respondents were systematically selected
from identified stakeholders including government agencies workers, people from
local communities and fishermen using purposive sampling method. Results
revealed that some weaknesses and threats to the festival include insecurity, poor
infrastructure, lack of promotion, lack of government wiliness to develop the
festival among others. The paper recommended that stake holders like government
and private investors should provide infrastructure and security and required
media promotion for the festival to achieve the needed international recognition
and patronage.
Key Words: Fishing festival, Tourism, Weaknesses, Threats, Nwonyo, Ibi,
Taraba State.
 1. Background to the study
Coastal and maritime cum cultural tourism indeed is becoming the largest maritime
activity in many western countries and many of these countries already operate in
tourism hotspots (Agrocampus Ouest, 2014) However, while most areas can gain
from this growing market, the benefits often by-pass the fisheries community
mostly in the developing countries like Nigeria and tourism activities can even
have a negative impact if not managed correctly. The decision to support tourism
in a fisheries area should, therefore, always be carefully considered, taking account
of the costs as well as the benefits. While in some areas fishing remains an
attractive profession, in many it is becoming increasingly difficult for fishermen to
make a decent living and local While in some areas fishing remains an attractive
profession, in many it is becoming increasingly difficult for fishermen to make a
decent living and local communities can no longer depend on fishing alone.

The revenue and jobs that tourism can bring to an area can help diversify the local
economy and job market, as well as providing additional income for fishing
families, sometimes ensuring that their production activity remains viable. Indeed,
tourism is one of the few industries that have kept growing, even during the
economic crisis. As well as providing additional sources of income for fishing
families and other local inhabitants, tourism can also help to improve sales of local
fish through a range of activities, such as direct sales to tourists, promotion in local
restaurants, and festivals that raise awareness of the areas fishing activity and
products. At the same time, many tourist areas are looking for ways to offer
something different from the typical sun and sand package. Building on traditional
activities such as fishing can help attract visitors looking for a more authentic
experience, favoring more sustainable tourism that values and contributes to the
local community.
Fishing activities and fishing heritage can be an important attraction in this
experience economy”. Indeed, according to a study by Agrocampus Ouest, (2014)
quoted in ANGELINI A., LESUEUR M., (2013). The presence of a fishing port
with boats and – to a lesser extent – the possibility of buying freshly caught fish
can increase the willingness of tourists to visit a coastal area. It is therefore
important to note that strengthening links between the Nwonyo fishing festival and
tourism sectors often presents itself as an area of potential. However, in order to
take a decision on whether or not this is a good strategic choice for investment by
government and other stake holders, there is the need to undertake a SWOT
analysis of how the local tourist sector and the local fishing community of this
place could benefit from support for tourism activities.

Although there seems to be a high level of interest in fishing heritage and cultural
events among intending visitors in Nigeria and beyond, empirical surveys by the
Travel Industry Association of America (TIA, 2003) has shown that only 5 percent
indicated that they attended cultural events more than five times in a year.
However, this low figure can also be interpreted to mean that few opportunities
exist for people in fishing communities like the Nwonyo’s to participate in cultural
festivals and events. The preference for the Nwonyo fishing festival, as well as the
demand exhibited through attendance levels to Nwonyo fishing heritage festivals
in the past has demonstrated that not only is there a strong measure of interest in
fishing heritage preservation, but also suggests that cultural events are a viable and
sustainable economic development activity for fishing communities in developing
countries like Nigeria.
The study aim to assess the weaknesses and threats facing Nwonyo Fishing
Festival as a tourism attraction using SWOT analysis with the below specific
objectives;

i. to determine the weaknesses of the festival in becoming a viable tourism

attraction
ii. to determine the threats that may prevent the festival from becoming a
viable tourism attraction

The Nwonyo Cultural and Fishing Festival signify not only the cultural identity of
the people of Ibi, but also their socio-economic identity. The festival has placed the
state on the tourism map with great potentials for attracting both local and foreign
investors.  There is no gainsaying the fact that if these potentials are properly
harnessed and organized by the state and federal government, Nwonyo will boost
the state economy and enhance national development. Incidentally, the festival has
not been given any significant attention by past administration until it was
repackaged by the Governor Jolly Nyame Administration (2005-2006) as was
documented by National Institutes for Cultural Orientation (NICO, 2017). This
turning point in the history of the festival gave it greater significance when the
state government took over its organization and funding. It also received a massive
boost by way of increased funding, prestige, and attention. With all these attention
given to the festival, there is need to conduct such a study that will assess the
festivals challenges and prospect with the aim of discovering better ways in
making the festival both national and international tourism attraction.

This study covers only the Nwonyo Fishing and Cultural Festival as annually
organized by the Government of Taraba State at and around the Nwonyo Lake,
located some five kilometers north of Ibi town. (NICO, 2017). The study aimed to
assess the challenges as well as the prospects of the festival as a tourism attraction.
The study may be limited by paucity of data and result may not be generalized
beyond the area and scope of the study.

2. Potential Negative Impacts of Fishing Festival Tourism:

i. Competition for scarce resources
Strong tourism development often uses the most attractive strips of coastline. This
can reduce space available for fishing and other traditional activities, resulting in
the demolition of historic architecture and the destruction of small-scale services or
industries. Prices of land tend to go up and local inhabitants are encouraged (or
forced) to sell their properties.
Uncontrolled angling and recreational fishing can reduce fish stocks essential for
the livelihood of professional fishermen.
Competition for labour can also mean that the tourist industry is a stronger pull for
skilled and unskilled labour, and fishing boats may find it difficult to find crew
members (Agrocampus Quest, 2014).

ii. Revenues generated do not always remained at the area

Many large-scale tourism investments are carried out by businesses from outside
the area, partly because they require significant amounts of funding, usually
beyond the reach of local entrepreneurs. As a result, despite inward investment to
the area, revenues generated from this investment often do not stay in the
community but accrue to distant owners of capital.
iii. Displacement or by-passing of local staff and resources
Mass tourism investors often rely on staff, food and other raw materials “imported”
from outside the area, as a way of offering large quantities at the lowest price
possible. Tourism in attractive coastal areas can take the form of big hotels and
restaurants as well standardised packages and low prices with less attention paid to
quality and sustainability which often led to recruiting foreign expatriates as
against local man power.

iv. Low paid and seasonal jobs

Tourist activity is often limited to a few summer months, so jobs are temporary and
very often low paid because tourism does not generate sufficient revenues during
the rest of the year.
v. Pressure & conflicts from high tourist activity
Uncontrolled development of tourism can lead to pressure on the environment
though heavy urbanisation and pollution (waste, noise, etc), which can have a
negative impact on water quality and fishing activities.
There can also be conflicts between fishermen and second home owners who
complain about production activities.
vi. Commoditization of local assets
Some experts point out that with the arrival of significant numbers of tourists, the
essential components of the local community’s life become a “commodity”, which
can be bought in a tourism package. Local inhabitants can come under pressure to
adjust to the expectations of visitors (“folklorisation”, for instance to create
artificial handicrafts not related to the genuine local traditions). In this way tourism
can significantly impact the local values and way of life. (Agrocampus Ouest,
2014).

3. The concept of SWOT analysis

SWOT analysis (or SWOT matrix) is a strategic planning technique used to help a
person or organization identify strengths, weaknesses, opportunities, and threats
related to business competition or project planning (Dess, Gregory, 2018). It is
intended to specify the objectives of the business venture or project and identify
the internal and external factors that are favorable and unfavorable to achieving
those objectives. Users of a SWOT analysis often ask and answer questions to
generate meaningful information for each category to make the tool useful and
identify their competitive advantage. SWOT has been described as the tried-and-
true tool of strategic analysis (Dess, Gregory, 2018).

Strengths and weakness are frequently internally-related, while opportunities and

threats commonly focus on the external environment. The name is an acronym for
the four parameters the technique examines:

i. Strengths: characteristics of the business or project that give it an advantage

over others.

ii. Weaknesses: characteristics of the business that place the business or project
at a disadvantage relative to others.

iii. Opportunities: elements in the environment that the business or project

could exploit to its advantage.

iv. Threats: elements in the environment that could cause trouble for the
business or project.

The degree to which the internal environment of the firm matches with the external
environment is expressed by the concept of strategic fit. Identification of SWOTs
is important because they can inform later steps in planning to achieve the
objective. First, decision-makers should consider whether the objective is
attainable, given the SWOTs. If the objective is not attainable, they must select a
different objective and repeat the process.
Some authors credit SWOT to Albert Humphrey, who led a convention at the
Stanford Research Institute (now SRI International) in the 1960s and 1970s using
data from Fortune 500 companies.( Humphrey, 2005) However, Humphrey himself
did not claim the creation of SWOT, and the origins remain obscure.

3.1. Benefits and advantages of SWOT

The SWOT analysis in social work practice framework is beneficial because it

helps organizations decide whether or not an objective is obtainable and therefore
enables organizations to set achievable goals, objectives, and steps to further the
social change or community development effort (Hill T& Westbrok, 1997).It
enables organizers to take visions and produce practical and efficient outcomes that
effect long-lasting change, and it helps organizations gather meaningful
information to maximize their potential (Hill T& Westbrok, 1997). Completing a
SWOT analysis is a useful process regarding the consideration of key
organizational priorities, such as gender and cultural diversity and fundraising
objectives (Koch A, 2000)

4. MATERIAL AND METHODS

• Study Area

Nwonyo Lake is located some five kilometers North of Ibi town in Ibi Local
Government area of Taraba State. Taraba State is situated in the North Eastern
geographical zone of Nigeria and Ibi Local Government Area is shown in fig.1
below as one of the 16 local government areas of the state. It was carved out of the
former Gongola State by the General Ibrahim Badamosi Babangida (IBB) regime
in 1991. It lies between latitude 6o30’and 8o 30’north of the equator and between
longitude 9o00’and 12o 00’east of the Greenwich meridian. The state shares
boundaries with Bauchi and Gombe states in the north, Adamawa state in the east,
and the Cameroon Republic in the south. The Nwonyo Lake is said to be the
largest in West Africa, running a stretch of about 15 kilometres tributary to the
River Benue. Communities living around this river engage in fishing activities all
year round (NICO, 2017).

• Study Design

A qualitative research design method is adopted for this study. Qualitative research
design varies depending upon the method used; participant observations, in-depth
interviews (face-to-face or on the telephone), and focus groups are all examples of
methodologies which may be considered during qualitative research design.
Although there is diversity in the various qualitative methodologies, there are also
commonalities between them.

The underlying reason for carrying out any qualitative research is to gain a richly
detailed understanding of a particular topic, issue, or meaning based on first-hand
experience. This is achieved by having a relatively small but focused sample base
because collecting the data can be rather time consuming; qualitative data is
concerned with depth as opposed to quantity of findings. A qualitative research
design is concerned with establishing answers to the whys and hows of the
phenomenon in question.

• Study Population
The population of this study includes three major stakeholders, namely; the Taraba
State Tourism Development Cooperation (TSTDC) who is the organizer of the
Nwonyo fishing festival, the fishermen and the community people around the
location of the Nwonyo Fishing festival. A total of 22 respondents make up the
study population.
 • Sample Procedure
This study adopt purposive sampling technique where those that were included in
the study were selected based on availability.

• Sample Size
The sample size for this study includes two principal officers from the Taraba State
Tourism Development Cooperation, and at list ten members of the fishermen and
fishing community people, making it a total of 22 respondents as the sample size.

• Instrument of Data Collection

The studies adopt In-depth interview methods in collecting data from respondents.
An in-depth interview form was designed and used to elicit data from the target
population

• Method of Data Analysis

Both descriptive and inferential statistics was used in the analysis of the data.
Descriptive statistics included frequencies and percentages. The analysed data
were summarised and findings reported as a description of the total population of
the study. In this descriptive analysis, data retrieved were presented in the form of
frequencies, mean, graphs (line graphs and bar chart) and percentages was used to
highlight the respondents perception on the research topic. Data was recorded with
Microsoft Excel and analysed by the use of Statistical Package for Social Sciences
(SPSS).
 5. FINDINGS AND RESULT

• Weakness of Nwonyo Fishing Festival

Nine items were identified as the weakness of the Nwonyo Fishing Festival. These
according to the respondents as presented in table 1 include poor accessibility to
and from the community as observed by 80 percent of the respondents, 70 percent
believed that lack of adequate promotion of the event stand as a weakness, another
80 percent sees lack of development of supporting infrastructures and facilities as
the major weakness of the event. A lower 40 percent sees poor organization of the
event as a weakness. 70 percent of them identified poor financial support from
government and sponsors as a weakness. Another 70 percent sees lack of proper
community awareness on how to be part of the event as a weakness. Again, a
further 70 percent believed that poor marketing strategies is rather the weakness
and 50 percent of the respondents sees little benefit of the event to local
community as a weakness while a larger 90 percent of respondents agreed that lack
of patronage of the event by international tourists is a weakness.
 Table 1. Weakness of Nwonyo Fishing Festival
Items gathered No. of % of Total Waited Points
Respondents
Poor accessibility 13 80 8
to the place
Lack of adequate 15 70 7
promotion
Lack of 13 80 8
development of
supporting
infrastructures and
facilities
Poor event 9 40 4
organizational
time
Poor financial 15 70 7
support from
government and
sponsors
Lack of proper 15 70 7
community
awareness on how
to be part of the
event
Poor marketing 15 70 7
strategies
Little benefits to 11 50 5
local community
Lack of patronage 20 90 9
from international
tourists
Total 22 100 62

(Source: Author’s field survey, 2022)

ii. Threat to the Nwonyo Fishing Festival

On Threat, eight (8) items were identified from the research as presented in table 2
below. 80 percent identified insecurity of the area as a major threat, 70 percent sees
dwindling financial support as the threat to the survival of the event. A further 70
percent of respondents see dwindling stock of Fish from over fishing as a threat,
while another 70 percent identified stakeholder’s failure to agree on common
ground as a threat to the festival, 60 percent believed that competition from similar
festival in the country could present a threat. A lower 30 percent see extinction of
local culture and heritage as a threat. Another 30 percent identified environmental
pollution as a threat while 50 percent of the respondent see over exploitation of
Fish resources as a threat to the festival.

Table 2. Threat to Nwonyo Fishing Festival

Items gathered No. of % of Total Waited Points
Respondents
Insecurity 18 80 8
Dwindling 15 70 7
financial support
Dwindling stock of 7 30 3
fish from over
fishing
Stake holders 15 70 7
disagreement on
common ground
engagement
Competition from 13 60 6
similar festivals in
the country
Extinction of local 7 30 3
culture and
heritage
Environmental 7 30 3
pollution
Over exploitation 11 50 5
of fish resources
Total 22 100 42

(Source: Author’s field survey, 2022)

The study found out that Nwonyo Fishing Festival faces challenge like poor
accessibility, lack of adequate promotion, lack of development of supporting
infrastructures and facilities like sustainable power supply, hotel and other
accommodation among others. Also poor financial support and lack of awareness
by the community people on how they can take part in the event were some of the
challenges identified among others.

The study also found that the festival faces some threat of insecurity, dwindling
finances, rivalry competition among others.

6. SUMMARY, CONCLUSION AND RECOMMENDATIONS

i. Conclusion

It is therefore concluded that the Nwonyo Fishing Festival based on the findings
from this study can become a very salable tourism product to the State of Taraba
if its weakness and threats are reduced/removed.

ii. Recommendation

Government should set up professional tourism experts to review the Nwonyo

Fishing Festival as complete tourism products which can be packaged and
marketed to the outside world of both national and international tourists. This will
properly reposition the festival to regained its strengths while removing or
reducing the weaknesses built upon the opportunities while the remaining the
threat facing the Festival.

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