Abstract
Non-application of public relations strategies to manage tourism in Nigeria has resulted in the degradation of reputable tourist sites that were once popular. The main objective of the study was to examine the role of public relations strategies on the development of tourism in Nigeria. The survey research design was adopted. Multi-stage sampling technique was used and the sample size was 281. Copies of the questionnaire were administered on the respondents to obtain primary data. Secondary sources of information were obtained from journals, magazines, textbooks, and newspapers. Data obtained were analyzed using multiple regression models in the statistical package for social sciences (SPSS). Findings of the study indicate that documentaries and film shows have a significant relationship with tourism development, awards and ceremonies have a significant relationship with tourism development and also facility visits and sponsorship of discussion groups have a significant relationship with tourism development. The study concluded that public relations strategies are viable techniques and lubricants that are very essential to the revitalization of the tourism industry in Nigeria. The study, therefore, recommended that government at all levels should plan and develop a tourism philosophy which will form the foundation for Nigerian tourism practice that will guide the nation on the type of tourism that is consistent with our national values, aspirations, and ideologies. Destination management organizations should improve and intensify efforts on effective and efficient use of documentaries and film shows, awards and ceremonies as well as facility visits and sponsorship of discussion groups to accurately position the sector as a veritable economic catalyst that can be used to stimulate investment for economic growth and development in Nigeria.
Highlights
The tourism sector is one of the veritable economic catalysts that is use to stimulate investment for economic growth and development in both advanced and developing economies globally
The population of the study comprised staff of identified Destination Management Organizations (DMOs) in Nigeria that are charged with the responsibility of tourism development
Findings revealed from the analysis of data obtained and test of hypotheses formulated in the study included that; documentaries and film shows have significant effect on tourism development in Nigeria
Summary
The tourism sector is one of the veritable economic catalysts that is use to stimulate investment for economic growth and development in both advanced and developing economies globally. The advantages associated with tourism can create and motivate a platform for the nation’s Destination Management Organizations (DMOs) to host and sponsor major national and international events that can showcase and promote Nigeria’s rich cultural heritages and other valuable tourist products to both domestic and international communities. This will stimulate increase tourists traffic and patronage of attractions in the country resulting in huge revenue generation and investments as well as other supporting businesses in the economy. Research reveals that 100 million Chinese tourists spent an estimate of $164b in 2014 (National Bureau of statistics, 2015, Punch editorial 2016)
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