Research Journal of Hospitality and Tourism Management (RJHTM)

Impact of Marketing Communication on Tourism Patronage: A Case Study of Igboukwu in Anambra State, Nigeria.

Abstract

With special reference to Igboukwu, a town of cultural significance in Anambra State, Nigeria, this study examines the impact of marketing communication on tourism patronage. The study aimed to identify the communication techniques used to promote tourism, assess their effectiveness, and highlight the challenges hindering their utilization. A descriptive survey design was adopted, and structured questionnaires were administered to required sample size of 95 respondents, including government officials, hotel employees, and business owners but 85 participants were retrieved and the data were analyzed using Statistical Package for the Social Science. Findings revealed that the major communication tools used to promote tourism in Igboukwu include social media, radio and television commercials, posters, billboards,and word-of-mouth communication. Among these, social media and interpersonal interaction were identified as the most effective channels for attracting tourists. The study further showed that regular and well-planned marketing campaigns significantly increase tourists’ awareness and visitation levels. However, inadequate funding, poor infrastructure, and limited digital exposure remain key challenges. The study concludes that effective marketing communication strategies are essential for promoting tourism in heritage destinations. It recommends greater social-media engagement, community-based promotion, collaboration with media organizations, and increased government support to sustain tourism development and foster regional economic growth.