EVALUATING CARNIVAL CALABAR AS CATALYST FOR DIFFUSION OF INDIGENOUS SOCIO-CULTURAL VALUES SYSTEM IN CALABAR, NIGERIA

Abstract

Carnival Calabar is one of the most prominent socio-cultural activities in Nigeria, attracting participants and visitors from across the globe. This study evaluates the role of Carnival Calabar as a catalyst for the diffusion of indigenous socio-cultural values in Calabar, Cross River State. Data were collected through questionnaires, checklists, and focus group discussions in the study area. Multinomial logistic regression was employed to test the stated hypotheses. Findings revealed a substantial influence of tourists’ socio-cultural values on the indigenous population, as locals exhibited a preference for external cultural practices over their own. This preference negatively affected indigenous traditions, particularly dance, music, food, and social lifestyles. Statistical analysis further corroborated these results, showing that art and music, food, and social lifestyle were the most influential components shaping cultural changes. More, so Cultural diffusion through Carnival Calabar significantly influences indigenous socio cultural values, as cultural exchange fosters interaction between locals and foreigners while shifting value systems gradually reshape traditional beliefs, norms, and lifestyles, especially in areas such as dance, music, and entertainment. The study underscores the global implications of tourism-driven cultural transformation and emphasizes the urgent need to preserve and promote indigenous socio-cultural values amidst increasing globalization and tourism development.