Journal of
Hospitality Management and Tourism

  • Abbreviation: J. Hosp. Manage. Tourism
  • Language: English
  • ISSN: 2141-6575
  • DOI: 10.5897/JHMT
  • Start Year: 2010
  • Published Articles: 71

Full Length Research Paper

Strength-weakness-opportunities-threats (SWOT) analysis of Cross River monolith sites for strategic tourism management

Joy Nneka Uchenye Ejikeme
  • Joy Nneka Uchenye Ejikeme
  • Humanities Unit, School of General Studies, University of Nigeria, Nsukka, Enugu State, Nigeria.
  • Google Scholar


  •  Received: 30 August 2023
  •  Accepted: 07 November 2023
  •  Published: 30 November 2023

Abstract

A monolith site is a unique heritage site with potential for heritage and cultural tourism due to its unique features. Ten monolith sites investigated were Alok, Emaghabe, Nlun, Ntolshi, Edankono, Agba, Nkirigom, Ntol, Njemitop, and Nebrokpa in Cross River State. A prospective appraisal of the sites is important for them to effectively contribute to tourism. The study analyzes the sites' SWOT analysis to determine the best strategic tourism management for tourism development in the study area. SWOT means the assessment of strength (S), weakness (W), opportunity (O), and threat (T). The research utilized in-depth interviews, observational, and ethnographic methods to gather data from community members, heritage managers, and government workers, which was then analyzed qualitatively. Through the findings, a SWOT analysis reveals monolith sites' strengths are their distinctive traits, while their weaknesses include a sensitive environment and inadequate environmental management. Based on the findings and the SWOT analysis, the strategic plan adopted includes baseline information, accessibility, collaboration, improving the living standard of the host community, environmental education and research, community participation and marketing.

 

Key words: Heritage sites, distinctive qualities, strategic management, monolith sites, Cross River State.