PUBLIC RELATIONS IN TOURISM AND ENTERTAINMENT INDUSTRY THE STUDY OF YANKARI GAMES RESERVE
Abstract
This study investigates the role of public relations in the tourism and entertainment industry, with particular reference to Yankari Game Reserve in Bauchi State, Nigeria. Public relations plays a vital role in shaping the image of tourism destinations, attracting visitors, and enhancing sustainable development. The study adopts a descriptive survey research design, collecting data from staff and visitors of Yankari Game Reserve through questionnaires and interviews. Findings reveal that effective public relations strategies such as media campaigns, community engagement, and digital promotion significantly influence tourist patronage. However, challenges such as inadequate funding, poor infrastructure, and limited use of modern communication tools hinder optimal performance. The study concludes that strengthening public relations practices can improve the visibility and competitiveness of Yankari Game Reserve. Recommendations include increased investment in PR activities, adoption of digital marketing tools, and improved stakeholder collaboration.
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