Destination Marketing And Tourism Development In Nigeria

ABSTRACT

The study aimed at examining the relationship between destination marketing and tourism development in Nigeria.  Specific objectives of the study were to; ascertain the influence of tourism product, price, promotion, place, people, process, and physical evidence on international tourist arrivals in Nigeria. The study adopted the survey research design and made use of secondary data from the World Bank and World Economic Forum. Pearson Correlations was used to test the relationships between the dependent variable – International Tourist Arrivals and the independent variables –7Ps of marketing. The results revealed strong and significant relationships between tourism price competitiveness, tourism product promotion and international tourist arrivals. Other variables such as product, place, people, physical evidence, and process exhibited weak and insignificant relationships with international tourist arrival. This study concluded that destination marketing activities of Nigeria is not adequate and requires urgent attention to enable the country compete favorably with other competing destinations in Africa in attracting international tourists and benefitting from the multiplier effects of tourism development. The study recommended among others that the destination marketing/management organizations, both at the national and regional levels should take marketing seriously by developing holistic marketing programmes to boost awareness of the country’s tourism resources and also work with the private sector businesses in order to attract more international tourists to the country.

TABLE OF CONTENTS

Title Page        -           -           -           -           -           -           -           -           -           ­-           i

Certification    -           -           -           ­-           -           -           -           -           -           -           ii

Approval Page -           -           -           -           -           ­-           -           -           -           -           iii

Dedication      -           -           -           -           -           -           -           -           -           ­-           iv

Acknowledgements    -           -           -           -           -           -           -           -           -           v

List of Tables  -           -           -           -           -           ­-           -           -           ­-           -           viii

List of Figures -           -           -           -           -           -           -           -           -           -           ix

Abstract          -           -           -           -           -           -           ­-           -           -           -           x

CHAPTER ONE INTRODUCTION

1.1       Background of the Study -     -           -           -           -           -           -           -           1

1.2       Statement of the Problem -     -           -           -           -           -           -           -           3

1.3       Objectives of the Study -        -           -           -           -           -           -           -           5

1.4       Research Questions -  -           -           -           -           -           -           -           -           5

1.5       Research Hypotheses -            -           -           -           -           -           -           -           6

1.6       Scope of the Study -               -           -           -           -           -           -           -           6

1.7       Significance of the Study -     -           -           -           -           -           -           -           6

1.8       Definition of Terms -              -           -           -           -           -           -           -           7

CHAPTER TWO REVIEW OF RELATED LITERATURE

2.1       Introduction -              -           -           -           -           -           -           -           -           8

2.2       conceptualization of tourism   ­-           -           -           -           -           -           -           8

2.2.1    Type of tourism                   -           -       -            -               -         -           -            10

2.2.2    Tourism in Nigeria      -           -           -           -           -                                               12

2.2.3    Destination      -           -           -           -           -           -                                               14

2.3.1    Destination marketing             -           -           -                                                           14

2.3.2    Destination marketing organisations   -           -           -           -           -           -           15

2.4       Marketing        -           -           -           -                                                                       17

2.4.1     Marketing mix and tourism development      -           -           -           -           -           17

2.5       Destination Competitiveness -           -           -           -           -           -           -           22

2.6       Theoretical framework   -                    -           -           -           -           -           -           23

2.6.1    Marketing mix model     -       -           -           -           -           -                                   23

2.6.2    AIDA model   -           -           -           -           -           -           -           -           -           25

2.6.3   Stimulus response model of buyer behavior    -           -           -           -           -           27

2.7     Empirical framework                -           -           -           -           -           -           -           29

CHAPTER THREE METHODOLOGY

3.1       Introduction -              -           -           -           -           -           -           -           -           37

3.2       Research Design -       -           -           -           -           -           -           -           -           37

3.3       Area of study    -         -           -           -           -           -           -           -           -           37

3.4       Sources of Data   -      -           -           -           -           -           -           -           -           38

3.5       Techniques of data presentation and analysis    -                   -           -           -           38

3.5.1     Pearson product moment correlation -           -           -           -           -           -           38

CHAPTER FOUR DATA PRESENTATION AND ANALYSIS

4.1     Introduction -              -           -           -           -           -           -           -           -           39

4.2       Presentation and Interpretation of Data -       -           -           -           -           -           39

4.3       Testing of Hypotheses -          -           -           -           -           -           -           -           41

4.4.      Discussion of Findings and Implications-      -           -           -           -           -           47

CHAPTER FIVE SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS

5.1       Introduction -              -           -           -           -           -           -           -           -           50

5.2       Summary of Findings -           -           -           -           -           -           -           -           50

5.3       Conclusion -                -           -           -           -           -           -           -           -           51

5.4       Recommendations-                 -           -           -           -           -           -           -           52

5.5.      Suggestions for Further Studies-        -           -           -           -           -           -           53

References  -               -           -           -           -           -           -           -           -           54

                                                                        LIST OF TABLE

Table 4.1         Scores of Tourism product, Price Competitiveness, Accessibility (place),

People, Place, physical evidence and number of International Tourist

Arrivals to Nigeria from 2009-2019   -           -           -           -                       40

Table 4.2:        Correlations result between Product and International Tourist Arrivals        41

Table 4.3:        Correlations result between Price Competitiveness and International

Tourist Arrivals           -           -           -           -           -           -           -           42

Table 4.4:        Correlations result between Tourism Promotion and International

Tourist Arrivals           -           -           -           -           -           -           -           43

Table 4.5:        Correlations result between Accessibility (place) and international

Tourist Arrivals           -           -           -           -           -           -           -           43

Table 4.6:        Correlations result between Process on International Tourist Arrivals           44

Table 4.7:        Correlations results between people and international tourist Arrivals          45

Table 4.8:        Correlations results between Physical evidence and International

Tourist Arrivals           -           -           -           -           -           -           -           46

                                                            LIST OF FIGURES

Figure 2.1: Proposed Conceptual Model of the Study          -           -           -           -           36