Cultural heritage-driven nation branding and sustainable development: Rebuilding national identity in Rwanda
DOI:
https://doi.org/10.51867/ajernet.7.1.98Keywords:
Culture-Based Nation Branding, Cultural Heritage, Cultural Tourism, National Identity Theory, Nation Branding, Sustainable DevelopmentAbstract
This study examines how nation branding, driven by culture and heritage, influences Rwanda’s sustainable development. Drawing on national identity and nation branding theories. The research states that cultural heritage is key to redefining Rwanda’s post-1994 genocide against Tutsis. It is also shaping its cultural, economic, and environmental sustainability. Data were collected through interviews and questionnaires with representatives of six cultural institutions. Data was focusing on initiatives, legislation, infrastructure, stakeholder participation, and sustainability. Quantitative data was analyzed using descriptive statistics, Pearson’s correlation, variable analysis, and regression analysis, whereas qualitative data was subjected to thematic analysis. The findings indicate that culture-based nation branding advances sustainability by enhancing tourism, cultural practices, national identity, and sustainable development. The correlation result is significant, with r = 0.566 and p = 0.001. However, challenges persist, including limited private-sector participation, slow regional integration, underdeveloped cultural creative industries, and deficiencies in cultural infrastructure. The study concludes that policy support, investment, and stakeholder engagement are critical for achieving sustainable development. Hence, cultural nation branding plays a pivotal role in Rwanda’s sustainable development. It is recommended to strengthen political support, private-sector involvement, and investment. Additionally, cultural infrastructure and the cultural creative industries should be further supported and developed. Therefore, nation branding can foster cultural development and preserve heritage. These measures are essential for Rwanda to achieve sustainable development.
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