INFLUENCE OF PHOTOGRAPHS IN PROMOTING TOURISM: A STUDY OF CALABAR CARNIVAL

This study is an influence of photography in promoting tourism. A study of Calabar Carnival, in Nigeria, with the objectives of determining the role of photography in promoting the Calabar Carnival as a tourist attraction, find out possible ways of using photography to advance and promote Calabar Carnival and to ascertain how photography is used to promote the Calabar Carnival on social Media. The study was anchored on the Stimulus-Response Theory and Reflective Projective model of communication. Three research questions were posed to guide the study. The study adopted the survey research design. Instruments of research comprised the questionnaire. The population of the study was 150 respondents, the sampling procedure is convenience sampling technique, and the method of data analysis is simple percentages frequency tables. Findings revealed that photography has been effectively leveraged to promote the Calabar Carnival, although opportunities exist to enhance its effectiveness through improved image quality, increased diversity, and heightened cultural sensitivity. It was further revealed that the visual appeal of the Calabar Carnival is excellent and photography can accurately represent the cultural richness and overall activities of the event, however majority of the respondents have once been influenced to visit the Calabar Carnival due the captivation of Photographs of the Carnival they have seen. Hence, Photography has been a successful and pivotal tool tourism industries use today. Based on the findings and conclusions, the study therefore, recommended among others that, it is essential for professional photographers and media personnel to capture high-quality, authentic, and representative photographs of the Calabar Carnival. These is crucial for effectively promoting tourism through photography.