Title: A Retrospect On The Influence Of Mass Media On Tourism Development In Bayelsa State, Nigeria
Authors: DR. AMANAWA, DAVID EBIEGBERI and EBIYEFA NAPOLEON
Volume: 9
Issue: 4
Pages: 374-383
Publication Date: 2025/04/28
Abstract:
This study investigates the influence of mass media on tourism development in Bayelsa State, Nigeria, highlighting the interplay between media representations and public perceptions of the region's tourism potential. Despite Bayelsa's rich cultural heritage, ecological beauty, and significant tourist attractions, the media narrative often focuses on negative stereotypes, such as conflict and instability, which can deter potential visitors. Using secondary data, the research explores the role of mass media in shaping public perceptions, marketing the state's unique offerings, and confronting the challenges posed by inadequate coverage of its successes. The findings reveal that while mass media can enhance visibility and interest in Bayelsa as a tourist destination, it simultaneously perpetuates biases that hinder tourism growth. Effective media campaigns indicating the state's cultural festivals and natural landscapes have increased tourist inquiries. However, persistent sensationalism and stereotypes overshadow positive narratives. Recommendations include fostering partnerships between media practitioners and local stakeholders, promoting positive tourism narratives, and enhancing the use of diverse media platforms. This study argues that Bayelsa can reshape its tourism image and attract a broader audience by prioritizing authentic representations and engaging local communities. Overall, this research contributes valuable insights into the critical role of media in tourism development, offering implications for stakeholders aiming to leverage media effectively to promote sustainable tourism in Bayelsa State.