The Role of Communication in Promoting Local Tourism in Gombe Local Government Area, Gombe State

The Role of Communication in Promoting Local Tourism in Gombe Local Government Area, Gombe State

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Background of the Study

Local tourism is a vital driver of economic development, cultural exchange, and community pride. In Gombe Local Government Area, Gombe State, attractions such as the Tangle Hills, historical sites, and local festivals offer significant tourism potential. However, limited awareness and inadequate promotion have hindered the growth of the local tourism industry. Strategic communication plays a critical role in promoting tourism by showcasing local attractions, engaging stakeholders, and encouraging both domestic and international visitors. Effective communication strategies, including digital marketing, community outreach, and collaboration with media outlets, can enhance tourism visibility and appeal (Yusuf & Bello, 2023). This study explores how communication strategies contribute to promoting local tourism in Gombe LGA, identifying key opportunities and challenges.

1.2 Statement of the Problem

Despite its rich cultural and natural attractions, Gombe LGA struggles to attract significant tourist activity. Factors such as poor marketing, lack of infrastructure, and inadequate stakeholder engagement contribute to this challenge. Communication strategies that could effectively highlight the area's tourism potential are underutilized, resulting in missed opportunities for economic growth and cultural preservation (Ahmed et al., 2024). This study investigates the role of communication in promoting local tourism in Gombe LGA, focusing on strategies for increasing awareness, visitor engagement, and stakeholder collaboration.

1.3 Objectives of the Study

1. To evaluate the role of communication in promoting local tourism in Gombe LGA.

2. To identify challenges faced in implementing effective tourism communication strategies.

3. To assess the impact of communication on tourism development and stakeholder engagement.

1.4 Research Questions

1. How does communication promote local tourism in Gombe LGA?

2. What challenges affect the implementation of tourism communication strategies?

3. What impact does communication have on tourism development and stakeholder engagement?

1.5 Research Hypotheses

1. Communication significantly promotes local tourism in Gombe LGA.

2. Challenges such as limited resources and poor infrastructure hinder the effectiveness of tourism communication strategies.

3. Communication positively impacts tourism development and stakeholder engagement in Gombe LGA.

1.6 Significance of the Study

This study underscores the importance of communication in unlocking the tourism potential of Gombe LGA. It provides actionable recommendations for local government, tourism stakeholders, and communication professionals on leveraging strategic communication to promote local attractions. The findings contribute to broader discussions on tourism development and its role in economic diversification and cultural preservation.

1.7 Scope and Limitations of the Study

The study is limited to Gombe Local Government Area, Gombe State, focusing on the role of communication in promoting local tourism and addressing associated challenges.

1.8 Operational Definition of Terms

1. Communication Strategies: Methods used to promote awareness and engagement in the tourism sector.

2. Local Tourism: Tourism activities centered on attractions within Gombe LGA, including cultural, historical, and natural sites.

3. Gombe Local Government Area: An administrative region in Gombe State, Nigeria, known for its unique cultural and natural attractions.

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