Vol. 4, Issue 12 (2017)
Destination marketing and tourists’ choice: A comparative study of Nigeria and selected African countries
Author(s): Agina Emeka Kenechi, Anyasor, Okwuchukwu Marcus, Okocha Ebere Rejoice, Nwankwo Nwabueze Luke
Abstract: The purpose of this study was to examine the relationship that exists between tourism marketing and tourists’ choice and to compare the effectiveness of marketing to attract tourist to Nigeria and other selected countries of Africa. The study made use of secondary data collected from the database of world bank and world economic forum travel and tourism competitiveness index. The findings indicated that the effectiveness of marketing to attract tourist to Nigeria was not encouraging as it ranks below many competing African countries. This resulted in low tourist arrivals to Nigeria as compared to those with high rank of the effectiveness of marketing to attract tourists. The study recommends proper and coordinated marketing programmes target top tourism spenders and also regional offices to promote Nigeria as a competitive destination.