DANCE ART AS A PERFORMATIVE TOURISM: A STUDY OF BENEATH THE SKY IN AKSU-FEST 2024

ABSTRACT This study examines dance art as a form of performative tourism, with a specific focus on the dance performance Beneath the Sky presented at AKSU-FEST 2024, organized by the Department of Performing Arts, Akwa Ibom State University, Nigeria. The research explores how dance serves as a medium for cultural expression, identity formation, and economic development within the context of cultural festivals. Anchored on Tourism and Cultural Consumption Theory, the study adopts a qualitative research design, utilizing participant observation, in-depth interviews, and documentary analysis to gather data from choreographers, performers, festival organizers, and audience members. The findings reveal that Beneath the Sky effectively commodifies dance through authentic storytelling, audience participation, and strategic integration into tourism packages, thereby enhancing the cultural experience of both local and international tourists. The performance contributes significantly to cultural preservation by transmitting traditional values and narratives to younger generations while adapting to contemporary aesthetics. Economically, dance art stimulates local tourism by attracting visitors, generating income for ancillary businesses, and creating employment opportunities. Furthermore, dance fosters intercultural exchange by serving as a universal language that transcends cultural and linguistic barriers, challenges stereotypes, and promotes mutual understanding among diverse audiences. The study concludes that dance theatre productions like Beneath the Sky hold immense potential as strategic assets for Nigeria’s performative tourism industry. It recommends increased investment in dance tourism, strategic collaborations between tourism boards and cultural institutions, digital marketing initiatives, government funding for the arts, and educational programs to sustain cultural heritage and nurture emerging talent. Keywords: Dance art, performative tourism, cultural preservation, AKSU-FEST, Beneath the Sky, cultural tourism, Nigeria