DIGITAL COMMUNICATION AND TOURISM DESTINATION MARKETING IN CROSS RIVER STATE, NIGERIA

Abstract

This study investigates how digital communication technologies contribute to the effective marketing of tourism destinations in Cross River State, Nigeria. Drawing from contemporary literature on information and communication technologies (ICTs) and tourism marketing, the study positions digital communication as a critical strategic resource for enhancing destination awareness, stimulating tourist patronage, and achieving sustainable competitive advantage. Building on insights from relevant empirical and theoretical works, the study proposes a testable framework for ICT-enabled tourism marketing within a developing economy context. A survey research design was adopted, while data were analyzed using Pearson’s Product Moment Correlation through the Statistical Package for Social Sciences (SPSS) version 21. The findings demonstrate that digital communication plays a significant role in promoting tourist attractions in Calabar, leading to improved tourist satisfaction. In addition, the results reveal a strong association between digital communication and the sustainable competitive advantage of tourism destinations in the study area.

Keywords: Digital Communication, Information and Communication Technology, Tourism Marketing, Tourist Patronage, Sustainable Competitive Advantage.