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All Journal Journal of Rural Tourism (JoRT)
Ambali, Mutiu Kolawole
Unknown Affiliation
Humanities Earth & Planetary Sciences Economics, Econometrics & Finance Social Sciences

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An exploratory study of the Jola Ethnic culture and tourism promotion in the Gambia Ambali, Mutiu Kolawole; Sock, Admyre
Journal of Rural Tourism Vol. 2 No. 2 (2025): July - December
Publisher : Borneo Novelty Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70310/jrt.2025.04021274

Abstract

Purpose – This study aims to analyse the Jola tribe by examining its cultural dimensions, way of life, and key socio-cultural characteristics that shape communal associations, as well as to explore its potential within cultural tourism development.Design/Methodology/Approach – This research adopts a descriptive approach, drawing on conceptual definitions and cultural analysis to examine the fundamental elements that define the lifestyle and social organization of the Jola people.Findings – The findings reveal that the Jola ethnic group possesses a rich and distinctive cultural heritage, reflected in core lifestyle components such as the FUTAMPAF initiation ritual, traditional food and beverages, and unique entertainment practices. These elements play a significant role in sustaining communal identity and offer strong potential as cultural tourism assets for both local and international engagement.Originality/Value – This study contributes to the discourse on cultural tourism by highlighting the underexplored heritage of the Jola tribe and emphasizing its value as a cultural resource that can support tourism promotion and marketing in the contemporary tourism and hospitality industry.
Co-Authors Sock, Admyre