ABSTRACT

This work presents the strategies  for mitigating tourism marketing challenges in Ebonyi State. Tourism marketing has been found to be at the very heart of tourism growth and development. On the strength of this finding, many economics have continued to strategize and re-strategize in this direction. This research work adopted both qualitative and quantitative research method to carry out the findings because of the theme of the research work. Six (6) villages which include Ndibe, Unwana, Nkpoghoro, Amangbala, Amachi, and Mbgom in which 12 key informants (opinion leaders/custodians of culture) and 60 ordinary residents were selected through a multi-stage stratified random sampling technique. The instrument for data was questionnaire through personal interview and observation. Data were analyzed using descriptive statistics using frequencies and percentage and the results presented in a tabular form. It is found that high cost of transportation, obscurity of location, and government policy are the major challenges for marketing tourism in the study area. The study therefore recommends that management of the tourism destinations in Ebonyi state could use any form of marketing strategy regardless of the destinations in Ebonyi state could use any form of marketing strategy regardless of the demographic profile of the tourists. As more youth are motivated more by factors such as excitement, fun, sightseeing, the management of tourism destinations must improve on tourist infrastructures and recreational facilities that enhance fun and excitement in youths.

TABLE OF CONTENT

Title page i

Declaration ii

Certification iii

Dedication iv

Acknowledgement v

Table of content vi

List of tables ix

Abstract x

CHAPTER ONE

INTRODUCTION

1.1 Background of the Study 1

1.2 Statement of Problem 5

1.3 Objective of the Study 6

1.4 Research Questions 6

1.5 Significance of the Study 7

1.6 Scope  of the Study 7

1.7 Limitation of the Study 8

CHAPTER TWO

LITERATURE REVIEW

2.1 Conceptual Framework 9

2.1.1 The Concept of Tourism 9

2.1.2 Tourism Industry 10

2.1.3 Tourism Development 11

2.1.4 Background of Tourism Development in Nigeria 12

2.1.5 Tourism Marketing 14

2.1.5.1 Marketing for Tourism 15

2.1.5.2 Features of Tourism Marketing 16

2.1.5.3 Market Segmentation in Tourism 18

2.1.6 Challenges of Tourism Marketing in Nigeria 21

2.1.7 Tourist Attractions in Ebonyi State 25

2.1.8 Strategies for Development and Sustenance of Tourism Marketing in Nigeria 27

2.2 Theoretical Framework 29

2.3 Empirical Review 31

2.4 Summary of Literature Review 35

CHAPTER THREE

RESEARCH METHODOLOGY

3.1 Research Design 37

3.2 Area of the Study 37

3.3 Population of the Study 39

3.4 Sample size and Sampling Techniques 39

3.5 Instrument for Data Collection 40

3.5.1 Data Sources 40

3.6 Validation of the Instrument 40

3.7 Data Analysis Techniques 40

CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS

4.1 Demographic Profile of the Respondents 41

4.2 Respondents Patronage to tourism destination 42

4.3 Challenges of Tourism Marketing  45

4.4 Factors that Influence Tourism Marketing 46

4.5 Strategies for Marketing Tourism  47

4.6 Discussion of Results 48

CHAPTER FIVE

SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATION

5.1 Summary of Findings 49

5.2 Conclusion 49

5.3 Recommendation 50

REFERENCES 51

APPENDIX 60