STRATEGIES FOR ENHANCING THE SUSTAINABILITY OF SEASONAL TOURISM BUSINESSES: A CASE STUDY OF THE OSUNOSOGBO FESTIVAL

ABSTRACT: Seasonality is one of the essential characteristics of service. Tourism being a service industry is usually besets by seasonality in its tourists patronage. This study aims to investigate sareagies for enhancing the sustainability of seasonal tourism businesses via the Osun-Osogbo festival; it seeks to identify the factors contributing to seasonality in tourism businesses in the study area, examine the challenges seasonal tourism businesses face in achieving long-term sustainability and to recommend sustainable strategies for enhancing the long-term viability and competitiveness of seasonal tourism businesses. This study adopted mixed-method approach and used questionnaire as instrument for data collected by sampled 400 respondents and data collected was analyzed with the use of descriptive statistics which include table, frequency, mean, and standard deviation. From the data gathered and analyzed, the following findings were realized. The findings revealed that seasonality in tourism businesses is largely influenced by the concentration of tourist activities during the festival period, inadequate promotion of tourism attractions throughout the year, limited tourism products outside the festival season, and weather-related factors. Furthermore, inadequate government support, poor infrastructure, high operational costs, limited access to finance, and difficulties in retaining skilled employees were identified as major challenges affecting the sustainability of seasonal tourism businesses. Finally, respondents strongly agreed that the development of additional tourist attractions, improved infrastructure, financial assistance for tourism operators, continuous staff training, stronger public-private partnerships, and year-round tourism promotion would significantly enhance the sustainability and competitiveness of tourism businesses associated with the Osun-Osogbo Festival. Keywords: Tourism, Sustainability, Strategy, Seasonality, Tourism Businesses.