AN INVESTIGATION OF THE IMPACT OF SOCIAL MEDIA ON CREATIVE TOURISM AND ITS CONTRIBUTION TO ECONOMIC DEVELOPMENT (A STUDY OF MARYAM BABAGINDA LEISURE PARK, ASABA

ABSTRACT This study investigates the impact of social media on creative tourism and its contribution to economic development in Delta State, with particular focus on Maryam Babangida Leisure Park, Asaba. The objectives were to examine how social media promotes creative tourism, assess its influence on tourist decision-making, and evaluate its economic contributions. The study adopted a survey research design, using a sample size of 222 staff of the leisure park selected through simple random sampling. Data were collected through structured questionnaires and analyzed using simple percentages and mean scores. Findings revealed that social media platforms such as Facebook, Instagram, and TikTok significantly enhance awareness of the park, influence tourist visitation, and promote positive public perception through user-generated content. Results also showed that increased digital visibility has stimulated local economic growth by creating employment, boosting small businesses, and providing entrepreneurial opportunities, especially for youths. However, challenges such as limited government involvement and lack of coordinated digital strategies were identified. The study concludes that social media is a vital driver of creative tourism and a catalyst for economic growth in Delta State. It recommends that the government and tourism stakeholders adopt structured social media strategies, collaborate with influencers, invest in digital infrastructure, and encourage user-generated content to optimize tourism promotion and maximize economic benefits