Abstract

This study seeks to ascertain the role played by Internet in marketing the tourism sector in Nigeria, majorly highlighting Ikogosi Warm Spring in Ekiti state. Recognizing tourism's socio-economic benefits, the research explores whether digital marketing could enhance visibility and visitor numbers for under-promoted sites like Ikogosi. Key questions address internet usage, tourist behavior, and the challenges facing e-tourism in Nigeria. Survey data were collected from 100 participants (60 tourists and 40 stakeholders), with findings that 70% of all respondents agreed digital marketing strongly influences tourist decision-making. However, 52% indicated that limited Internet access in rural areas like Ikogosi hampers effective online promotion. Additionally, 60% identified inadequate content about Ikogosi online as a barrier to attracting tourists, while 45% cited poor infrastructure as a major impediment to digital outreach. Regarding online engagement, 78% of respondents suggested that a dedicated website and social media channels for Ikogosi could increase tourist interest, with 65% agreeing that social media campaigns are currently the most effective tool for tourism promotion. On content type, 72% expressed a preference for visuals (photos and videos) showcasing the site’s attractions and cultural elements, believing that such content would have the greatest impact on attracting tourists. In conclusion, the study emphasizes the Internet’s potential to transform tourism in Nigeria by enhancing site visibility and tourist attraction if infrastructural and content-related issues are addressed. These insights are particularly relevant for policymakers and stakeholders aiming to boost digital engagement and increase visitation to Ikogosi and similar destinations.