ROLE OF NETWORKING AND PARTNERSHIPS IN ENHANCING BUSINESS OPPORTUNITIES FOR TOURISM ENTREPRENEURS IN JALINGO METROPOLIS, TARABA STATE, NIGERIA

Abstract

Tourism entrepreneurship plays a vital role in economic growth, particularly in regions with abundant cultural and natural attractions. Despite Jalingo Metropolis' proximity to major tourist destinations, the sector remains underdeveloped due to challenges such as poor infrastructure, limited market access, and inadequate stakeholder collaboration. This study examines the role of networking and partnerships in enhancing business opportunities for tourism entrepreneurs in Jalingo Metropolis. Utilizing Crompton's Push-Pull Theory, the research explores the impact of collaborative networks, public-private partnerships, financial partnerships, and market access on business sustainability. A descriptive survey research design was adopted, employing both quantitative data collection methods. The study sampled 180 respondents, including 150 tourism entrepreneurs and 30 government officials and stakeholders, selected through stratified random sampling. Data were gathered using structured questionnaires. Descriptive statistics and regression analysis were applied to analyze the relationship between networking, partnerships, and business performance. The findings reveal that frequent networking positively correlates with business growth, with 60% of engaged entrepreneurs experiencing improved market reach and revenue. Additionally, partnerships significantly enhance financial sustainability, as 70% of partnered entrepreneurs reported higher revenue growth. Market access was also found to be a critical factor in business visibility, with 55% of entrepreneurs in larger tourism networks experiencing increased bookings and customer satisfaction. The study concludes that strategic networking and partnerships are crucial for overcoming barriers in tourism entrepreneurship. Recommendations include fostering stronger industry networks, improving infrastructure, enhancing access to funding, and implementing policies that support tourism entrepreneurship. These measures will contribute to the sustainable development of the tourism sector in Jalingo Metropolis and promote regional economic growth.