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Influence of Tourism Marketing on Destination Competitiveness and Economic Development of Bonny Local Government Area of Rivers State, Nigeria

Anyahie A. Azunwo

Abstract

Tourism marketing has emerged as a pivotal mechanism for enhancing destination competitiveness and stimulating economic development in resource-endowed localities. This study investigates the influence of tourism marketing on the destination competitiveness and economic development of Bonny Local Government Area of Rivers State, Nigeria a coastal community distinguished by its historical significance, petrochemical industry, and rich cultural heritage. Employing a descriptive survey research design, primary data were collected from 312 respondents comprising tourism stakeholders, hospitality operators, community leaders, and government officials using structured questionnaires and in-depth interviews. Descriptive and inferential statistics, including Pearson's correlation and multiple regression analysis, were used for data analysis. Findings reveal a significant positive relationship between strategic tourism marketing activities (digital marketing, destination branding, cultural promotion, and infrastructural visibility) and the competitive positioning of Bonny as a tourism destination (r = 0.712, p < 0.05). Additionally, tourism marketing was found to have a statistically significant positive effect on economic indicators including employment generation, revenue diversification, and small business growth (β = 0.634, p < 0.01). The study concludes that while Bonny LGA possesses considerable tourism assets, its marketing infrastructure remains underdeveloped, limiting its competitive potential. The study recommends the development of an integrated tourism marketing strategy, improved digital presence, public-private partnerships, and capacity building for local tourism operators as critical interventions to unlock Bonny's tourism-driven economic potential.

Keywords

Tourism MarketingDestination CompetitivenessEconomic DevelopmentBonny LGARivers StateNigeriaDestination Branding

References

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