IMPACT OF TELEVISION ADVERTISEMENT IN THE PROMOTION OF TOURISM IN NIGERIA: A CASE STUDY OF CROSS RIVER STATE

Description

IMPACT OF TELEVISION ADVERTISEMENT IN THE PROMOTION OF TOURISM IN NIGERIA: A CASE STUDY OF CROSS RIVER STATE.

ABSTRACT

The research investigated the impact of television advertising in the promotion of tourism in Nigeria: A case study of Cross River State.  The study utilized ipso facto inferential survey design. A sample of media houses and respondents was obtained using random sampling technique. The major instrument of data collection was a structured Questionnaire with like scale. Hypotheses formulated were tested using chi-square, person product moment correlation and independent t-test. The result show that: Strong correlation exists between television advertisement have a significant effect on the demand for tourism services; television advertisement impacts significantly on tourism values of visit to target destination TV advertisement influence the cultural values of the people of cross River State; and TV advertisement have a correlation with tourist awareness level, on the existence of tourism sites. Therefore, it was concluded that TV advertisements stir up positive emotions that motivate purchase of products and services associated with tourism .Hence tourism campaign or derive should be television-based.