MARKETING STRATEGIES IN CROSS RIVER NATIONAL PARK, NIGERIA: PERSPECTIVES OF PARK PERSONNEL 0 0
DOI:
https://doi.org/10.83374/jesber.vol1no2.80Keywords:
Social Marketing Theory, ecotourism marketing, protected area management, digital marketing, traditional marketingAbstract
This study examined the marketing strategies employed by Cross River National Park, Nigeria, from the perspectives of park personnel. The study was grounded in Social Marketing Theory, which explains how communication strategies can be used to promote public awareness and encourage positive behavioural change. A qualitative case study design was adopted, and data were collected through in-depth semi-structured interviews using an interview guide with fifteen (15) purposively selected staff members from the park's Ecotourism Department. The data were analysed using Braun and Clarke's thematic analysis to identify recurring patterns and key themes. The findings revealed that the park relies predominantly on traditional marketing approaches, including the distribution of brochures, face-to-face interactions with visitors and stakeholders, and participation in cultural events such as the Calabar Carnival. Although the park maintains an official website, participants reported that digital marketing remains limited, with minimal use of social media and other online platforms. Inadequate funding, weak technological infrastructure, and limited staff capacity constrain the implementation of more effective digital marketing initiatives. The study concludes that the park's current marketing efforts are largely traditional, while digital marketing remains underutilised. It recommends strengthening digital marketing capacity through improved funding, technological infrastructure, staff training, and greater integration of digital platforms with existing promotional approaches to broaden the park's marketing reach.Downloads
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