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DESTINATION MARKETING AND TOURISM DEVELOPMENT IN NIGERIA

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Product Code: 00009646

No of Pages: 69

No of Chapters: 1-5

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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

 

 

 

 


 

 

 

 

CHAPTER 1

INTRODUCTION


1.1        Background of the study

Tourism is a social, cultural and economic phenomenon which entails the movement of people to countries or places outside their usual environment for personal, business or professional purposes. These people are called visitors (which may be either tourists or excursionists; residents or non-residents) and tourism has to do with their activities, some of which imply tourism expenditure. Tourism is travel for recreation, leisure, religious, family or business purposes, usually for a limited duration. Tourism is commonly associated with international travel, but may also refer to travel to another place within the same country (World Economic Forum, 2013). Tourism appears as a large major growth sector in the global economy. This industry may play a vital role in enhancing a country’s trade performance. Therefore, many governments have sought to improve their competitive position with respect to the global tourism market. The importance of tourism in the economy of the developing countries is illustrated by its contribution to economy and its role in the tourism global market.

The development of tourism is what must be controlled to sustain natural resources and cultural attribute on which tourism depends (Jeffery, 2001), The process of communication worldwide has made E-tourism more favorable for travelers to browse for quick information where net utilization plays an important role on E-tourism in promoting rapid information (Amer et al 2012), Tourism infrastructure as a physical evidence has been considered a part of tourism and plays a key role in attracting tourism (Quang, 2021) and the role of service infrastructure increasing product experience sharpens the overall image of a destination for tourist. The image and quality of brands in promotion should match the expectations and perception of the consumer and evolve dynamically concerning the changing environment. Each brand contact should deliver a message whether good or bad or indifferent and should aim at delivering a consistent & positive message (Henry, 2020), Customer orientation through people is regularly seen as a desire by a worker to help clients address their issues during the execution of authoritative tasks (Ragulin, 2017) customer-oriented selling endeavors to fulfill clients & eventually construct connections. The technique of facilitating the visa process for certain types of visitors is used among countries especially for temporary visitor who are visiting for tourism purposes. Travelers see visas mainly as a formality that imposes a cost (UNWTO 2013). Countries and business should take into account tourist goods and services prices in rival destination in international attention to comparative price competitiveness especially among alternative destinations.

Tourism is now the world’s largest industry,  with global tourism alone accounting for some 657 million trips and generating earnings of $285 billion per annum (1998).The number of international journeys is expected to grow at an average rate of 3 - 4% per year, which means that the level of international travel will double within the next 20 years. The WTO forecasts that international arrivals are expected to reach over 1.56 billion by the year 2020. Of these, 1.2 billion will be intra-regional and 0.4 billion will be long haul travelers between the regions. By 2020 Europe will be the top tourist destination (717 mil arrivals) followed by East Asia and the Pacific (397 mil arrivals) and the Americas (282 million arrivals).Rapid growth of tourism development and its impacts have prompted calls for higher level of sustainability from both sides i.e. supply side (i.e. destination) and customers’ side (i.e. tourists).

Aiyamenkhue (2010) opined that the tourism potentials of Nigeria are very enormous and there is no gainsaying that if properly developed will herald huge revenues into our country. Nigeria offers a wide variety of tourist attractions such as extended roomy river and ocean beaches ideal for swimming and other water sports, unique wildlife, vast tracts of unspoiled nature ranging from tropical forest, magnificent waterfalls, some new rapidly growing cities and climatic conditions in some parts particularly conducive to holidaying. Other attractions include traditional ways of life preserved in local customs, rich and varied handicrafts and other colorful products depicting or illustrative of native arts and lifestyle, and the authentic unsophisticated but friendly attitude of many in the Nigerian population. The recognition of the increasing role and prospects of tourism in the global socioeconomic sector immediately attracts attention, especially as Nigeria is bountifully blessed with tourism resources. The Destination Marketing Organizations (DMOs) both at the national and regional levels were expected to develop comprehensive tourism programmers, train staff for the sector, package tourism products in Nigeria and market them for both domestic and foreign consumption. Tourism activity also involves economic costs, including the direct costs incurred by tourism businesses, government costs for infrastructure to better serve tourists, as well as congestion and related costs borne by individuals in the community (Kolb, 2006.).Many analysts of the tourism sector in Nigeria agree that the sector has the potential of not only contributing to foreign exchange earnings but also can assist the reduction of the concentrated oil industry. The weather, vegetation, and climate make Nigeria a tourism destination of variety, Attractive, weather and climate notwithstanding, the number of tourist attractions is the ultimate key to the demand for tourism in any economy. About 101 tourist attractions in Nigeria, spread across the six geopolitical zones and spanning different types of tourism assets such as rocks, plateaus, hills, springs, lakes, waterfalls, beaches, museums, shrines, cultural festivals, parks, gardens, game reserves, zoos, etc. Natural attraction (e.g. forests, parks and caves), cultural attractions (e.g. Traditional lifestyles, festivals, music and dances), and historic and heritage sites (e.g. Museums, archeological sites, historic towns) are in abundance in Nigeria. Nigeria is well-positioned to also exploit the growing interest in organic food and in natural products in virtually every part of the globe.

 There are countless festivals and carnivals organized across the 36 states of the federation. Many of these cultural events are probable income gainers on their own both for the government and the community. It is on this background that the research work is based, to evaluate the effect of the seven P’s of marketing on international tourist arrivals in Nigeria.

 

1.2       Statement of the problem    

­Over the decades, tourism has experienced continued growth and deepening diversification to become one of the fastest growing economic sectors in the world. Modern tourism is closely linked to development and encompasses a growing number of new destinations. These dynamics have turned tourism into a key driver for socio-economic progress (WEF, 2013).Despite the abundance of tourism resources and Government's effort in establishing Nigeria Tourism Development Corporation and State Tourism Boards to promote the tourism industry in Nigeria, the country’s position (129th) among the competing nations is worrisome. The World Tourism Organization's master plan for tourism in Nigeria conducted in 2019, reported that marketing approach and activities towards tourism development are under­funded, inadequate and ineffective, the tourist products are not organized and well-packaged for the market place; Nigeria's tourist attractions are unknown to the international travel trade and the image of Nigeria abroad is very negative and not being addressed. In the same vein, Travel and Tourism Competitiveness Index (TTCI) of 2019 by World Economic Forum shows that Nigeria slipped downward in the world rankings from 127th in 2013 to 129th in 2019. Besides, out of the 141 countries surveyed all over the world in the competitive index, Nigeria ranks 133rd in government prioritization of Travel and Tourism industry; 122nd in treatment of customers; 134th in effectiveness of marketing to attract tourists; 134th in country brand strategy rating (1-10 best); 69thin price competitiveness; 116th on Air Transport infrastructure; 132nd on Ground and Port infrastructure; 119th in Tourist Service infrastructure; 60th in Cultural Resources and Business Travels; 132nd in Human Resources and Labour Market (WEF, 2019).With potentials and opportunities abound in this sector; taking these to the level where they would become a major income earner for the state requires numerous challenges to be overcome. The future of tourism in the solid economic growth of Nigeria largely depends on the opportunities and challenges being exploited and addressed, and stressed if the opportunities and potentials which Nigeria has, are exploited and the challenges met, substantial investment in planned and strategic marketing of Nigeria as a desirable tourist destination would be required and could make a positive impact for economic growth and tourism development.

 

Several studies has been carried out on tourism development and destination marketing, most of them focused on social media marketing on brand loyalty (Irem et al 2012), marketing for environmentally sustainable Tourism (Dolnicar & Leisch 2008), Consumer Buying Process in a Model Tourism Destination Cotler (Marzieh & Hossein 2015), Determining satisfaction of international tourist(Carlos et al 2019), Different aspects of Tourism marketing strategies (Mahboob & Chowdhury 2008), An examination of use of social media in destination marketing (Abbas & Rosmah 2014), how to Communicate Sustainable Tourism Products Effectively to Customers (Roger et al 2013), Private Sector Participation and Tourism Development (Udumo, et al 2013),marketing mix for sustainable tourism(Ranbir, 2014), marketing sustainable tourism (Friederike et al 2019), destination marketing as a team effort(Fredric 2009), marketing through a utility business model(Haris,2010),influence of marketing on tourist arrivals(Agina et al,2020).

 

Despite the fact that some studies have been conducted in the area of destination marketing and tourism development, there is no recent work that covers the entire P’s of marketing in Nigeria. The present study seeks to cover the gap by study on the influence or effect of the 7P’s of marketing on international tourist arrivals in Nigeria.

 

1.3       Objective of the study

The main objective of the study examined the relationship between the seven Ps of marketing and tourism development in Nigeria. Specifically, the research work strives:

1.     To examine the effect of tourist products on international tourist arrivals in Nigeria.

2.     To ascertain the influence of price competitiveness on international tourist arrivals in Nigeria.

3.     To determine the relationship between tourism promotion on international tourists arrivals in Nigeria.

4.     To determine the influence of accessibility (place) on international tourist arrivals in Nigeria.

5.     To determine the effect of the people on international tourist arrival in Nigeria.

6.     To analyze the relationship between the process on international tourist arrival in Nigeria.

7.     To analyze the effect of physical evidence on international tourist arrival in Nigeria.

 

1.4       Research Questions

Based on the objectives of the study, the following research questions were answered:

1.     How effective is tourist product on international tourist arrivals in Nigeria?

2.     To what extent will the price competitiveness influence international tourist arrivals in Nigeria?

3.     What is the relationship between tourism promotions on international tourist arrivals in Nigeria?

4.     What is the relationship of accessibility (place) on international tourist arrivals in Nigeria?

5.     What is the effect of the people on international tourist arrivals in Nigeria?

6.     What is the relationship between the processes on international tourist arrival in Nigeria?

7.     How effective is physical evidence on international tourist arrival in Nigeria?

 

1.5       Research Hypotheses

The following Null hypotheses were tested for the purpose of the study:

1.     Tourist product has no significant effect on international tourist arrivals in Nigeria.

2.     Price competitiveness has no significant effect on international tourist arrivals in Nigeria.

3.     Tourism promotion has no significant relationship with international tourist arrivals in Nigeria.

4.     Accessibility (place) has no significant relationship with international tourist arrivals in Nigeria.

5.      People have no significant effect on international tourist arrivals in Nigeria.

6.      Process has no significant relationship with international tourist arrival in Nigeria.

7.      Physical evidence has no significant effect on tourist arrival in Nigeria.

 

1.6.      Scope of the study

The scope of the study covers the independent variables (product, price, promotion, people, process, place, physical evidence) and dependent variable (international tourist arrivals). Data on dependent variable and independent variables will be collected from 2009-2019.

 

1.7.      Significance of the study

The significance of this research can be viewed from two perspectives - academic and professional. Professionally, this study will assist in broadening the knowledge of the tourism stakeholders in Nigeria. The study will equally help the general public to have more understanding of tourism and its benefits if well developed. In addition, it will give clearer understanding on the multiplier effects of tourism product development and marketing in the area of tourism revenue generation, infrastructural development, employment generation and tourism contribution to gross domestic product.

 

Academically, this study will help in widening the frontier of knowledge in various ways; it will contribute to the enrichment of literature on tourism marketing, destination competitiveness and tourism performance indicators in Nigeria and finally, serve as a body of a reserved knowledge to be referred to by future researchers.


1.8       Definition of terms

Tourism: Tourism is a social, cultural and economic phenomenon which entails the movement of people to countries of places outside their usual environment for personal or business/professional purposes.

Marketing: it is the systematic and coordinated execution of business polices by both private and public sector tourism organizations operating at the local, regional, national or international level to achieve the optimal satisfaction of the needs ofidentifiable tourist group and in doing so to achieve an appropriate return.

Destination: it is a unique place where a visitor spends at least one night and exhibit tourism products such as attractions, support services, tourism resources   complete with defined management, physical and administrative boundaries and a well-known image.

Destination marketing organization: is an organization which promotes a location as an attractive travel destination. They primarily exist to provide information to leisure travelers.

Product: it is an object or service made available for consumer use as of the customer. It is anything that can be offered to a market to satisfy the desire or need of a customer.

Price: it is the value that is put to a product or service and is the result of a complex set of calculations, research and understanding risk taking ability.

Promotion: it refers to any type of marketing communication used to inform target audiences of the relative merits of a product, service, brand or issue, most of the time persuasive in nature.

Place: refers to where consumers buy your product or where they discover it. For tangible products this will include physical store.

Process: this is the step refers to the delivery of your product or service to a customer.

People: it refers to anyone directly or indirectly involved in the business side. That means anyone involved in selling a product or service, designing it, marketing, managing teams, representing customers, recruiting and training.

Physical evidence: provides tangible cues of the quality of experience that a company is offering. It can be particularly useful when a customer has not brought from the organization before it is delivered.

 

 

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