INFLUENCE OF MARKETING STRATEGIES ON TOURIST INFLUX AT GASHAKA NATIONAL GAME PARK TARABA, NIGERIA

Abstract

The economic growth of tourism remains vital to national development  yet Gashaka National Game Park along with other destinations are experiencing limited potential because of their inefficient marketing strategies and approaches. This research evaluated the marketing strategy influence on tourist flow at Gashaka National Game Park which stands as Nigeria's biggest national park with its diverse biodiversity and cultural heritage. 15,038 Tourism stakeholders who included park management personnel and local businesses and visiting tourists made up the research population. The researchers chose 300 respondents through stratified random sampling to guarantee stakeholder group representation from the total population. The research data collection involved questionnaires which researchers processed with descriptive statistics of percentage and frequency and inferential statistics of simple regression models was used to test the hypotheses with the aid of SPSS software statistical package. The research hypotheses are stated in null form: H₀₁: Digital marketing strategies do not significantly affect tourism enterprises and visitor numbers in Gashaka National Games Park. H₀₂: Destination branding does not significantly influence the number of tourists visiting Gashaka National Games Park.Digital promotional methods proved effective in attracting more tourists according to research results and destination branding holds equal importance although stakeholders do not implement branding strategies to their full potential. Three main obstacles blocking tourism growth at Gashaka National Game Park were established as inadequate infrastructure and low public awareness coupled with poor branding efforts. The research demonstrates that Gashaka National Game Park requires strategic marketing approaches to develop its tourism sector. The research suggests that Gashaka National Game Park should improve digital marketing together with competitive pricing and promotional campaigns and destination branding investments to draw more visitors. The implementation of infrastructure projects and community outreach programs must receive top priority to enhance visitor satisfaction during their stay at the destination. These initiatives will sustain tourism development in a responsible manner.