Assessment of Communication Strategies Used in Tourism Promotion by the Taraba State Tourism Development Board
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Abstract
This study assessed the communication strategies employed by the Taraba State Tourism Development Board in promoting the tourism potential of Taraba State, Nigeria. It examined the communication channels used, the effectiveness of the strategies, and the challenges affecting their implementation. The study was guided by Strategic Communication Theory (SCT). A mixed- method approach was adopted, combining quantitative surveys administered to 136 purposively selected journalists with qualitative in-depth interviews conducted with six key officials of the Tourism Development Board. Findings revealed a predominant reliance on traditional media such as radio, television, brochures, and banners, with minimal use of digital platforms such as social media, websites, and influencer engagement. The study also found that the communication strategies lacked clarity, audience targeting, strategic planning, and appropriate channel selection, indicating low effectiveness. Furthermore, key challenges identified included inadequate funding, limited staff capacity, the absence of a communication plan, and poor digital literacy. The study concludes that the current communication practices of the Board are misaligned with strategic communication principles, thereby undermining their effectiveness in promoting tourism. The researchers recommend the adoption of a multimedia communication approach, increased funding, staff training, and collaboration with the private and media sectors. They further call for the development of a comprehensive communication plan to guide the Board’s communication efforts in both the short and long term.
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