Marketing Communications and Tourism: Paradigm for Sustainable Development in Ekiti State Nigeria

Abstract

There are silent notable tourist activities and centres in Ekiti State that are not known by both indigenous and foreign tourist. This fact attracts the study of Marketing Communication and Tourism: Paradigm for Sustainable Development in Ekiti State Nigeria. The study examines the influence of traditional mass media and Digital media as marketing communications tools on tourism development in Ekiti State. Survey research design was adopted in the study. Primary data and secondary information were utilized for the study. The population of the study was 92 consist of School of Business Lecturers in Federal Polytechnic, Ado-Ekiti and staff of Ekiti State Tourism Board. Stratified sampling technique was used to drawn sample of 60 respondents. Data was analyzed and two hypothesis were tested, Traditional Mass media and Digital Media being the Marketing communications tools are significant with Tourism development in Ekiti State. The study attracts recommendations among are: Government of Ekiti State should re-direct their investment plan to awake and develop some of the silent notable tourist centre in the state. This driven can assist the state to increase their internal generated revenue. Also, there is need for Ekiti State Tourism Board to employ the service of marketing expert to position the entire notable tourist centre in the state in the mind of both indigenous and foreign tourist to increase the level of patronage.