International Journal of Sub-Saharan African Research (IJSSAR)

Background: Digital transformation has shifted tourism promotion from traditional media to interactive digital platforms, making digital marketing essential for promoting cultural tourism events such as Carnival Calabar.
Objective: This study examined digital change in contemporary tourism through the Diffusion of Innovations Theory, focusing on the adoption and effectiveness of digital marketing strategies in promoting Carnival Calabar, Nigeria.
Method: A mixed-methods design was adopted. Data were collected from 231 stakeholders through structured questionnaires and documentary sources and analyzed using descriptive statistics and qualitative interpretation. Results: Online advertisements, event websites, and influencer promotions were the most effective digital platforms influencing attendance. Content quality, internet access, influencer engagement, and funding enhanced digital promotion, whereas high campaign costs, ineffective influencer collaborations, and poor internet connectivity constrained its effectiveness.
Conclusion: Digital marketing is indispensable for promoting Carnival Calabar, but its success depends on the effective diffusion and adoption of digital innovations among stakeholders.
Unique Contribution: The study extends the application of the Diffusion of Innovations Theory to cultural tourism promotion in Nigeria by providing empirical evidence on digital tourism transformation.
Key Recommendation: Increased investment in digital infrastructure, stakeholder capacity building, strategic collaborations with influencers and media organizations, and culturally relevant digital content is recommended to enhance sustainable tourism promotion.