ROLE OF MARKETING IN THE DEVELOPMENT OF TOURISM INDUSTRY, NIKE ART GALLERY IN LAGOS STATE

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Abstract

Marketing has been very useful in pulling customers to an organization from different quarters. It has been engaged to sensitize new customers and update existing customers of the products and services of an organization. This is the era of digital innovation and development, which has been deployed by different businesses inclusive of the tourism and hospitality business. This study examined the role of marketing in the development of Nike art gallery as a tourism business. The study adopted a quantitative research design. Data were collected from respondents with the aid of questionnaires. The collected data were analysed using descriptive statistics (frequency, percentage, mean and standard deviation) with the aid of Statistical Package for Social Sciences (SPSS). The findings of the study revealed that Nike art gallery has actively engaged social media for marketing, public relations, marketing collaboration, advertising, amongst others. The engaged marketing strategies by Nike art gallery have been very effective, the most prominent importance of these strategies is the fact that the strategies have been very helpful in attracting visitors to the gallery followed by the fact that it has helped in distinguishing Nike Art Gallery from other destinations, enhancing the local and international reach of Nike Art Gallery. Engaged marketing strategies have resulted into the substantive development of Nike art gallery. It is recommended 
that Nike art gallery should explore influencer marketing by engaging social media influencers in a bid to reach wider audience.