The Impact of Social Media on Destination Marketing and Commercial Behaviour in Ekiti State

Student: OLAMILEKAN TOHEEB ADELEKE (Thesis, 2025)
Department of Hospitality and Tourism Studies
Ekiti State University, Ado-Ekiti, Ekiti State

Abstract

ABSTRACT
This study examines the impact of social media on destination marketing and commercial behavior in Ekiti State, Nigeria. As social media platforms become increasingly integral to global communication, their role in shaping consumer perceptions and influencing travel decisions has grown significantly. This research explores how social media is utilized by tourism stakeholders in Ekiti State to promote attractions, engage with potential tourists, and drive economic activities. Utilizing a mixed-methods approach, including surveys and interviews with local businesses, tourists, and tourism officials, the study identifies key strategies and challenges in leveraging social media for destination marketing. The findings reveal that social media enhances visibility and engagement, fostering a more dynamic interaction between tourists and local businesses. However, the study also highlights issues such as digital literacy gaps and inadequate infrastructure that hinder the full potential of social media marketing. Recommendations are proposed to optimize social media usage, aiming to boost tourism and commercial growth in Ekiti State. This research contributes to the understanding of digital marketing dynamics in emerging tourism destinations and offers actionable insights for policymakers and industry stakeholders.

Keywords
social media marketing ekiti state tourism destination commercial tourists impact
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