STRATEGIES FOR MITIGATING TOURISM MARKETING CHALLENGES IN EBONYI STATE

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