DIGITAL MARKETING COMMUNICATION AS CATALYST FOR TOURISM PROMOTION IN JOS WILDLIFE PARK

ABSTRACT This research project was aimed at studying the “Digital Marketing Communication as Catalyst for Tourism Promotion in Jos Wildlife Park”. By using descriptive survey method and data were collected through administering of three hundred questionnaires to respondents of staff of Jos Wildlife Park, tourist and staff of Plateau State Tourism Corporation which two hundred and fifty was retrieved. The data were analyzed using Chic-square; the study shows that majority of the staff were male and had worked for 11-15 years in Jos Wildlife Park and Plateau State Tourism Corporation. Most of the staff are first degree holders and junior staff respectively. The study also reveal that, the choice of Jos Wildlife Park by tourist is influenced by visitation of relations and friends; the marketing communication channel adopted by Jos Wildlife Park is not effective considering the number of tourist visiting the park.The research recommends that, the Park should adopt social media platform, travelling blogs and outdoor advertisement to showcase Jos Wildlife Park to the public. Government should allocate more financial resources to the Park and the challenges mitigating towards achieving effective marketing communication of Jos Wildlife Park should properly addressed.