Evaluating the Impact of Promotional Marketing Tools on Business Growth in Tourism Destinations of South West Nigeria

Tourism destinations are pivotal to the economic vitality of regions, acting as key drivers for business growth and regional development. In South West Nigeria, tourism destinations have increasingly adopted promotional marketing tools to enhance visibility, attract visitors, and stimulate economic activities. However, challenges in achieving sustained business growth persist, necessitating effective marketing strategies to bolster the tourism sector. This study evaluated the impact of promotional marketing tools on business growth in selected tourism destinations in South West Nigeria. A survey research design was employed, targeting a population of 450 marketing personnel across 12 tourism destinations at various operational levels in South West Nigeria. The total enumeration method was utilized, and data were collected using a structured and validated questionnaire with Cronbachs alpha reliability coefficients ranging from 0.72 to 0.94. A total of 431 questionnaires were distributed, with 424 correctly completed and returned, yielding a response rate of 98.2 , sufficient for robust data analysis. Data were analyzed using descriptive and inferential statistics, specifically multiple linear regression, with SPSS version 27. Findings indicated that promotional marketing tools significantly influenced business growth in the selected tourism destinations Adj. R² = 0.392 F 4,438 = 55.632, p 0.05 . The study concluded that promotional marketing tools positively enhanced business growth in tourism destinations in South West Nigeria. It is recommended that destination management organizations prioritize innovative promotional strategies, forge strategic partnerships, and diversify tourism offerings to further accelerate business growth. Ndiulo, Ejike Omeni Henry | Esator, Goodluck Onyemuchechukwu "Evaluating the Impact of Promotional Marketing Tools on Business Growth in Tourism Destinations of South-West Nigeria" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-9 | Issue-5 , October 2025, URL: https://www.ijtsrd.com/papers/ijtsrd97599.pdf Paper URL: https://www.ijtsrd.com/management/business-administration/97599/evaluating-the-impact-of-promotional-marketing-tools-on-business-growth-in-tourism-destinations-of-southwest-nigeria/ndiulo-ejike-omeni-henry