• Dr. SURESH KUMAR EKNATH
• Dr. Sapan Kumar Sadual
• Subhranshu Sahani

Objectives: The African Continent has been given a variety of tourism possibilities. Wildlife, natural habitats and other cultural heritage. Apart from all this, unexplored native fairs and festivals have great potential to increase the flow of tourists. Therefore, it is necessary to introduce traditional cultural practices through a systematic marketing strategy. Methods: The purpose of the method study is to provide a conceptual model of marketing behavior in the organization and implementation of traditional African festivals. Results: As a result of this research, it is important that the festival is an opportunity to experience culture. The clearer, more recognizable, and more valuable an element of a particular culture is, the more awareness and awareness it can get from the individual and host community in which it takes place. The desire to promote these festivals of a particular destination and its population is a powerful factor in driving the development of tourism. Implications: This study has a significant impact on local tourism development and helps to highlight these cultural festivals around the world. Value: This study is very important as no research has been done to analyze local cultural festivals across the African Continent and how to sell them strategically

unexplored ,native fairs & festivals, co-experience culture, strategic marketing

"Traditional socio cultural celebration: An effective methodology for the tourism marketing of the African landmass", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 9, page no.a233-a250, September-2023, Available :http://www.jetir.org/papers/JETIR2309030.pdf

"Traditional socio cultural celebration: An effective methodology for the tourism marketing of the African landmass", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.10, Issue 9, page no. ppa233-a250, September-2023, Available at : http://www.jetir.org/papers/JETIR2309030.pdf