Public Relations Strategies and Tourism Development in Nigeria

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.