IMPACT OF SOCIAL MEDIA ON TOURISM MARKETING IN CALABAR METROPOLIS, CROSS RIVER STATE, NIGERIA

ABSTRACT Social media marketing plays a key role in shaping the marketing and promotion of the tourism industry, fostering unprecedented opportunities for engagement, branding, and customer relationship management. Platforms such as Facebook, Instagram, Twitter, and LinkedIn serve as dynamic channels for hotels, restaurants, and other hospitality businesses to connect with a global audience. The aim of this research is to examine the impact of social media on tourism marketing in Calabar Metropolis. The objectives included to identify the types of social media platforms utilized by hospitality industry, assess the impact of social media marketing on customer patronage, examine the influence of social media on brand image, analyze the relationship between social media utilization and hospitality performance, investigate the challenges and opportunities of social media networking, and assess customer perceptions and feedbacks on social media platforms. The research adopted a cross-sectional survey design, a widely recognized methodology in social and scientific research. Primary data is obtained through structured questionnaires, on-site surveys, and direct interactions with hospitality industry. Secondary data is sourced from industry reports, academic journals, and online reviews. Stratified random sampling is employed to ensure representation, and a mixed-methods approach integrates quantitative and qualitative data. Sample size of 400 was adopted for the study. From the findings, the study identifies Facebook as the predominant platform for business promotion, with diversified engagement across Instagram, Twitter, LinkedIn, and YouTube. Hospitality industry demonstrate adaptability in content updating using different social media platforms, with varied frequencies to meet audience expectations. Feature utilization is used in marketing, presenting opportunities for optimization. The measurement of social media effectiveness reflects a multifaceted approach, and outcomes on customer patronage vary, necessitating critical assessment. It was observed that few hospitality hubs, utilized social media as marketing tool effectively. Therefore, it was recommended that hospitality industry in Calabar Metropolis, should ensure effective utilization of social media to market their services, products and activities to attract optimal customer patronage. It was also suggested that tourism industry in Calabar should explore other social media platforms such as twitter, WhatsAPP and LinkedIn for wider audience. Word count: 347