ABSTRACT

This study examines the impact of social networking on tourism development using Eket Local Government area of Akwa Ibom State as the case study. The study used survey research design method and questionnairee was used as the instrument for data collection. The sample size for the study was three hundred (300). The findings of this study revealed that social networking contributes to tourism development in the following ways:  building awareness and inspiration, it east the booking process and helps sharing of experience. The effective strategies for utilizing social networking for tourism development is by using of social media as a marketing tool, creating social media handle for top tourist center and ensuring that misinformation on tourist center is penalized. The challenges of using social networking site for tourism development includes misleading information on social networking sites, cyber-crime, and network issues. The study concludes that proper utilization of social networking sites can help to boost tourism, enhance awareness and consequently leading to economic development of the recipient country, and host communities in particular. Thus, it is recommended that Eket local government should rebrand the tourist site they have and ensure to connect it to social networking sites since this sites have proven to be an effective tools in the promotion of tourism industry this consequently boost the economic development of the area. Also, A special handle or section should be created on by popular social networking sites to accommodate also registered and approved tourist firms to helps tourist get authentic information to prevent tourist falling victim of fraudulent activities.

TABLE OF CONTENTS

CHAPTER           TITLE                                                           

                              Title page     –         –         –         –         –

Certification –         –         –         –         –

Dedication   –         –         –         –         –

Acknowledgement           –         –         –

Table of contents   –         –         –         –

List of Tables         –         –         –         –         –

Abstract       –         –         –         –         –                                   

1.0                         INTRODUCTION

1.1                         Background of the studies          –         –         –         –

1.2                         Statement of the Problem          –         –         –

1.3                         Objectives of the Study   –         –         –         –

1.4                         Research Questions         –         –         –         –         –

1.5                         Scope of the Study           –         –         –         –

1.6                         Significance of the study –         –         –         –

1.7                         Limitation of the Study              –         –         –

1.8                         Definition of Terms         –         –         –         –

2.0                         REVIEW OF RELATED LITERATURE

2.1                         Concept of Social Media  –         –         –         –

2.1.1                      Social Networking Sites   –         –         –         –

2.1.2                      Major Social Media         –         –         –         –         –

2.2                         Tourism and Social Media         –         –         –         –

2.3                         Social Media vs. Traditional Media     –         –         –

2.4                         Impact of Social Media on Travel And Tourism       –

2.5                         Impact of Social Media in Tourism      –         –         –

2.6                         Theoretical Framework   –         –         –         –

2.7                         Review of Study    –         –         –         –         –

3.0                         RESEARCH METHODOLODY

3.1                         Research Design    –         –         –         –         –

3.2                         Population of the Study   –         –         –         –

3.3                         Sample and Sampling technique          –         –         –

3.4                         Instrument of Data Collection    –         –         –         –

3.5                         Validity and Reliability of Instrument            –         –

3.6                         Method of Data Analysis and Presentation     –        –

4.0                         DATA PRESENTATION, ANALYSIS AND DISCUSSION OF FINDINGS

4.1                         Data Presentation and Analysis            –         –

4.2                         Discussion of Findings    –         –         –         –          

5.0                         SUMMARY, CONCLUSION AND RECOMMENDATIONS

5.1                         Summary     –         –         –         –         –         –

5.2                         Conclusion  –         –         –         –         –         –

5.3                         Recommendation   –         –         –         –         –

REFERENCES

APPENDICES

CHAPTER ONE

INTRODUCTION

1.1     Background of the Study

The rise in popularity of social networking sites has led social networking to become a global phenomenon. After many countries gained Internet access, the increase in the use of Internet started influencing the economy and social life at the beginning of 20th century (Milano, Baggio & Piattelli, 2011). Later on, in the era of Web 2.0, as social networking advanced, an increasing number of users on the Internet began to participate in social networking websites and this has resulted in the system of social networking to change (Milano, Baggio & Piattelli, 2011; Seth, 2012). According to Clark and Robert (2010), social networking sites are now mainly used for “job networking, targeted marketing, and entertainment”. Social networking is a type of social media social networking sites allow Internet users to connect with people and create information.

Tourism is essentially a service industry created to satisfy the need arising from movement of tourists within national or cross international boundaries. Hunziker and Krapt (2001) defined tourism as “the sum of the phenomena and relationship arising from the travel and stay of non-residents, in so far as they do not lead to permanent residence and not connected with any earning”.

The tourism society of England (2006) also defined tourism as the temporary short-term movement of people to destination outside the place where they normally live and work and their activities during the stay at each destination it include movement for all purpose. According to Hon Jake Obetsebi Lamptey, minister of tourism, Ghana, tourism is the fastest growing industry in the world today; there is no body that can doubt the power of tourism for generation of economic growth employment and alleviation of poverty especially in the urban areas and the preservation of the environment.

In Nigeria, tourism as an activity commenced since the pre-colonial era. The country has a vast landmass of 923,768 km2b and a diverse population of warm hospitable people of over 120 Million. Tourism and its development have moved on a fast track after years of neglect. This change has made it possible by the renowned interest of the private sector in pumping the much required funds into the lucrative yet lease explored sector of the Nigeria economy. Obadan (2002). Tourism is a fragmented and geographically unique sector; embrace a passive set of business and personal relationship between firm and organization such as national and regional destination marketing organization, tourism office, hotel attraction, transport, tour travel agent and restaurant.

Social networking site have taken tourism and travel booking experience to a new level not previously witnessed. For example, social networking site have allowed tourism to communicate with not only the tourism operator but also tourists who have recently experienced services from the operator whom they are considering booking travel with. This has allowed the tourist an opportunityy to gather first – hand information. Tourism in the past has used many different intermediaries in the delivery of tourism product starting with travel agent. Akehurst, (2009).

Werthner and Rocci (2004) Ranked tourism as an industry that is at the forefront of internet and social communication in order to deliver an experience and make sales, the use of website has been found to be effective as people have access to them 24hours a day round the world. Social media has made a huge impact on essentially every major industry across the world and the business of travel and hospitality has reaped the rewards perhaps as well as any other commercial venture. Boyd, (2007). Travel and tourism depends heavily on the use of word-of-mouth to spread opinions and recommendations, and social platform such as Twitter and Facebook. Social media is affecting the travel and tourism industry in a very positive manner. Exquisite destinations are now made famous by friends and family, giving tourism agencies more clients owing to free advertisement of these unexplored destinations.

Nigeria is endowed with a number of tourism based and cultured tourism attractions which are characterized by fascinating scenic lands cape, wide variety of wild life on their natural habitats. But, these identified tourism attractions are not known by many tourists because of lack of effective information system for publicizing the scenery, wildlife and cultural attractions to visitors or tourist hence this research.

1.2     Statement of the Problem

Tourism industry tends to be very customer-centric and also one that prides itself by reaching out to its guests and providing a personalized experience. In traditional marketing, our lives are saturated by print media, radio and television. The downside of traditional marketing is the high cost and it is a one-way communication. Social media encourages customer engagement, and it being on Web 2.0, promotes two-way traffic. It allows for a faster response and a low cost investment than is typically achieved with traditional marketing. Despite contribution of social networking to development different aspect of the economy, one of the problems of its usage threatening its reliability is the issue of fraud and impersonation. The use of electricity as also militate people to have access to social media, many people from rural areas do not have good electricity which can enable them to see different tourist attraction and book travel. In most cases, incorrect information are posted on the profile, marketing efforts will not be aimed at the right audience or tourism. Problem of network has been a major challenging to the use of social networking. Today’s network is more complex than ever before, the impact that the multitude of devices applications and performance can be startling increased congestion, slow application response time will prevent tourist to get quick decisions. All this constitute problems which could make its complicated to ascertain the impact of social networking in the development of tourism. Hence, this study on the Impact of social networking  on tourism development using Eket Local Government area of Akwa Ibom State as the case study.

1.3     Objectives of the Study

The objectives of this study was given as follows;

To ascertain the different social networking system in tourism industry

To determine the challenges of social networking application in tourism development

To determine the contribution of social networking to tourism development

To ascertain the strategies for social networking application in tourism development.

1.4     Research Questions

The following research questions were developed to guide this research in order to achieve the set objectives

What are the different social networking system in tourism industry?

What are the challenges of social networking application in tourism development?

What is the contribution of social networking to tourism development

What are the effective strategies for application of social networking in tourism development?

1.5     Scope of the Study

The scope of this study covers Eket Local Government Area and specifically discusses the impact of social networking on tourism development. The study also comprises male and female residents in Eket Local Government Area ranging from the age of 18 years and above.

1.6     Significance of the study  

Social media such as Facebook and Twitter is growing daily. Challenges faced by hotels is the ‘how to’ engage the consumers and to lead them towards becoming a guest or share their experience for the hotel within their virtual network. Furthermore, the study will help to establish if social media is effective and recommended, and for adopted as a platform for marketing purpose in the tourism industry.

This study will provide insight on the impacts of social networking on the tourism development as it relate to the people of Eket Local Government.

This study will also serve as a reference materials, to researchers and students in this field.

1.7     Limitations of the study

This researcher faced some obstacles in the course of gatherin g data, among the barriers were the unwillingness of some respondents, and government officials to provide information was another problem.

Again, the financial constraints made it difficult for the researcher to reach a wider public at the time frame too short.

1.8     Operational Definition of Terms

Development: Economic development, as a public sector term, is the process by which the economic well-being and quality of life of Eket Local Government Area are improved according to targeted goals and objectives.

Media: Media are the communication outlets or tools used to store and deliver information or data within and outside Eket Local Government Area.

Social Media: Social media are interactive computer-mediated technologies that facilitate the creation or sharing of information, ideas, career interests and other forms of expression via virtual communities and networks among and with people in Eket Local Government Area.

Social Networking: Social networking is the use of Internet-based social media sites such as facebook, twitter, Whatsapp etc  to stay connected with friends, family, colleagues, customers, or clients in Eket Local Government Area.

Tourism: Tourism is travel for pleasure or business; also practice of touring, the business of attracting, accommodating, and entertaining tourists, and the business of operating tours in Eket Local Government Area.