PRESERVING HERITAGE THROUGH PERSONALISED CULTURAL SOUVENIRS: LABELING OF THE KUTIGI TRADITIONAL FAN FOR TOURISM PROMOTION

Abstract

The Kutigi Raffia work is one of the traditional art crafts found mainly around Nigeria with plain and colourful designs. This study explores the role of personalized cultural labeling in the preservation of indigenous heritage and the promotion of tourism to boost the economic effect of tourism to the local craftsmen as well as promoting the image of the country using the Kutigi traditional fan as a focal point. As traditional arts and crafts become increasingly central to the tourist experience, the integration of customized elements seeks to develop a model craft work were tourist attractions or tourists’ names can be inscribed. This inscription will allow tourists to take home mementoes that will remind them of their visit. A qualitative case study approach was employed, involving interviews with artisans, tourists, and tourism stakeholders. Findings suggest that personalized cultural labeling not only enhances the marketability of the Kutigi fan but also plays a crucial role in preserving intangible cultural heritage. The study advocates for the use of storytelling and branding in indigenous crafts as a sustainable approach to cultural tourism.