Department of Integrated Marketing

Permanent URI for this collectionhttp://10.30.1.83:4000/handle/123456789/23

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Browsing Department of Integrated Marketing by Subject "Africa"

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    On the Tech Trek and Industrial Revolutions: Unravelling the Impact of Generative AI on Public Relations Praxis in Africa
    (Journal of Public Relations Research (Taylor & Francis Group, LLC), 2024-06-24) Nutsugah, Noel; Senanu, Bright
    This study holds substantial significance as it represents a pioneering continent-wide empirical endeavor to comprehend the extent to which public relations (PR) professionals value and engage with Generative Artificial Intelligence (GenAI) technologies and the consequential impact they exert on the praxis of the profession in Africa. The study assumes a qualitative approach with data collected from in-house and agency PR professionals across the major economic blocks in Africa. Beyond unearthing the benefits and threats, we also found practical, socio-cultural, and ethical implications of the influx of GenAI technologies, based upon which we proffered valuable recommendations for both practice and scholarly pursuits. We make a central argument that even though there is a high adoption and usage of GenAIs among PR professionals in Africa, there are currently no ethical policies guiding its usage, and this threatens the professions’ quest to be transparent and accountable to their clients and publics.
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    Sustainable Tourism in Africa
    (Elgar Publishing, 2023-05-16) Mensah, Kobby; Amissah, Eunice Fay; Nutsugah, Noel
    This chapter examines the increasing concerns surrounding sustainable tourism in Africa, emphasising its influence on socio-economic progress and the well-being of the local communities that host tourist attractions. Additionally, the chapter sheds light on the important players involved in sustainable tourism, as well as the sector’s policies, challenges, and prospects. The chapter concludes that for tourism to be sustainable, National Tourism Organisations must adopt policies that balance the ambitions of present visitors with the protection and promotion of tourist destinations. Again, National Tourism Organisations must work to strengthen pricing control, improve internet connection, security, and safety, as well as accessible transportation, since these are just some of the variables that might jeopardise Africa’s sustainable tourism.