An investigation of the role of social media influencers in promoting tourism in Ikot Ekpene Local Government, Akwa Ibom State
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- NGN 5000
Background of the Study
Social media influencers have become key players in promoting tourism by leveraging their extensive online reach and credibility. In Ikot Ekpene, influencers are actively engaging audiences through visually appealing content and personal narratives that highlight local attractions and cultural heritage (Akpan, 2023). Their ability to shape perceptions and motivate travel decisions has made them influential stakeholders in the tourism sector (Etuk, 2024). Influencer marketing strategies harness authenticity and relatability, creating a direct connection between potential tourists and local destinations (Ikpe, 2023). Despite these benefits, concerns such as credibility, commercial bias, and sustainability of influencer-driven campaigns exist. This study critically investigates how social media influencers promote tourism in Ikot Ekpene, examining the interplay between digital influence, tourist behavior, and regional economic development (Akpan, 2023).
Statement of the Problem
Although social media influencers play a significant role in promoting tourism in Ikot Ekpene, there is limited understanding of their effectiveness and the challenges associated with their influence. Issues such as authenticity, potential commercial bias, and the sustainability of influencer campaigns raise questions about their long-term impact on local tourism development. A systematic evaluation is needed to ascertain how these digital influencers affect tourist perceptions and behavior, and what measures can optimize their contributions to the tourism sector (Etuk, 2024).
Objectives of the Study:
- To examine the influence of social media influencers on tourism promotion.
- To identify challenges affecting influencer effectiveness.
- To recommend strategies for sustainable influencer marketing in tourism.
Research Questions:
- How do social media influencers impact tourism in Ikot Ekpene?
- What challenges limit their effectiveness?
- What strategies can enhance sustainable tourism promotion?
Research Hypotheses:
- Social media influencers significantly boost tourism interest.
- Perceived inauthenticity negatively affects campaign outcomes.
- Strategic partnerships can enhance influencer impact.
Significance of the Study
The study offers vital insights for tourism stakeholders, influencer marketers, and policymakers by exploring the efficacy of influencer-driven tourism promotion. Its findings will help in designing effective, sustainable influencer campaigns that can enhance the economic prospects of Ikot Ekpene (Ikpe, 2023).
Scope and Limitations of the Study:
The study is confined to assessing the role of social media influencers in tourism promotion within Ikot Ekpene Local Government. Limitations include the rapidly changing digital landscape and potential biases in self-reported data.
Definitions of Terms:
- Social Media Influencers: Individuals with significant online followings who affect public opinion.
- Tourism Promotion: Strategies used to attract visitors to a destination.
- Sustainable Marketing: Long-term strategies that promote continued growth without compromising future prospects.
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