ABSTRACT
Indigenous cultural events are primordially rooted within the indigenous sociocultural fabric of community identity. In tourism, it is a niche attraction and often subsumed within the sets of niche tourism offers. Among 5As (attraction, accommodation, access, amenity, activity), attraction is the most crucial since it is the major motivator of present-day tourism and a significant driver for destination and tourism product imaging. Indigenous cultural event in a virgin and authentic format appears to be the most potential tourist attraction when contemporary holiday trend seeks an authentic experience in contact with locals at visitation state. It could maintain its authenticity and virginity when it is located at a little-known destination. Yet, it has not registered high demand as an attraction offer compared to other niche choices. Appropriate imaging is required to increase its attractiveness in the tourism market. As a natural inheritor and bearer of event, indigenous native hosts play a significant role in imaging. Neither industry nor academics pay much attention to those events, but its significance in tourism practice cannot be denied; thus, it demands attention. Consequently, indigenous cultural events’ 268imaging and the role of indigenous natives toward imaging register only a little attention. Discourses over tourism-potentials of indigenous cultural events located at the little-known destination and its imaging are need of the hour. Thus, this chapter deals with the concept of indigenous cultural events, its interaction with tourism, its significance toward sustainable development of the little-known destination, the importance of imaging to establish its tourism potential, and the role of indigenous native hosts in this regard.
