ABSTRACT

 The study examined the Influence of market communication in promoting tourism destination in abia state. The specific objectives of the study include to; identify the standard marketing communication tools use in tourism industries in Abia; examine the application of the identified standard marketing communication tools use in tourism industry in Abia, ascertain the influence on the level of patronage of marketing communication of tourism destination in Abia state; To ascertain downstream ripple effects on its economy and revenue on hospitality and tourism industry in Abia State; To ascertain the role of the applied marketing communication tools in the level of patronage on tourism destination in Abia state and determine the most effective marketing communication channels and tools on tourism destination in Abia state. The researcher adopted primary data in getting the required information through the use of structured questionnaire. The population of the study has 119. The sample size of the study has 92 after adopting Taro Yamane’s formula. In analysis the data, simple descriptive statistics such as frequencies, percentage, mean and standard deviation were used. The findings revealed that (i) marketing communication has a significant influence to promote tourism destination. (ii) application of the marketing communication tools use in tourism industry has a significant influence on tourism destination. (iii) marketing communication tools has a significant influence in the level of patronage on tourism destination. (iv) effective marketing communication channels and tools has a significant influence on tourism destination.. The study recommends that tourism destinations should re-direct their investment plan to awake and develop some of the silent notable tourist center in the destinations. This driven can assist the destinations to increase their internal generated revenue, There is need for tourism destinations to employ the service of marketing expert to position all the notable centre in the state in the mind of both indigenous and foreign tourists to increase their level of patronage, Tourism destinations should create a viable Marketing Department for continuous scanning of business environment which will assist in application of appropriate Marketing Communications tools to be relevant in the competitive environment, Tourism destinations should extend their level of awareness in respect to tourism and cultural festival beyond local television, radio and magazine to attract both indigenous and foreign tourist, Digital (social) media such as facebook, twitter, instagram you tube and so on should be committed tourism destinations to inform, persuade and remind both indigenous and foreign tourist to visit its destination, Necessary infrastructure should be put in place to reflect and commensurate with the messages given by tourism destination. This research work should be taken into account not only at international level to promote international research programs aiming market communication in promoting tourism destination but, Further research is needed to explore the various market communication in promoting tourism destination.