International Journal of Sub-Saharan African Research (IJSSAR)

Background: User-Generated Content (UGC) has become a powerful tool in digital media for shaping perceptions and branding of tourism destinations in the contemporary digital era. In Nigeria, where heritage sites such as Olumo Rock in Abeokuta hold deep cultural and historical significance, online user contributions play a crucial role in influencing public perception, cultural storytelling, and destination appeal.
Objective: This study examined the impact of User-Generated Content on the destination brand identity of Olumo Rock, Abeokuta, Nigeria. It explored how social media users employ visual and textual content to narrate experiences, promote cultural heritage, and construct personal and collective identities associated with the site.
Method: Adopting a qualitative research design, the study analysed 31 social media posts purposively selected from Instagram, TikTok, and YouTube between 2022 and 2024. Posts were screened based on relevance, engagement, and direct reference to Olumo Rock. Data were organized and coded using KoboToolbox, and subjected to thematic analysis to identify recurring themes and symbolic representations. Results: Findings showed that User-Generated Content portrays Olumo Rock as a symbol of cultural pride, historical identity, and tourism attraction. Instagram and TikTok posts highlighted emotional and aesthetic appeal through short visuals, while YouTube videos offered longer narratives that blended storytelling with historical context. However, recurring concerns about site maintenance and accessibility revealed branding weaknesses.
Conclusion: The research demonstrates that User-Generated Content shapes tourist perceptions and simultaneously develops the symbolic value of destinations. The value of UGC remains underutilized by Nigerian tourism institutions, indicating a need for strategic digital storytelling approaches in official branding initiatives.
Unique Contribution: This study provides practical insight into how user-created digital narratives influence destination branding in Nigeria. It underscores the importance of integrating UGC into official tourism promotion strategies to strengthen authenticity and cultural storytelling.
Key Recommendation: Tourism boards and cultural institutions should collaborate with digital creators, improve site experiences, and monitor online content to ensure consistent and positive destination imagery that sustains long-term brand value.