International Journal of Multidisciplinary Research and Development

International Journal of Multidisciplinary Research and Development


International Journal of Multidisciplinary Research and Development
International Journal of Multidisciplinary Research and Development
Vol. 4, Issue 12 (2017)

Destination marketing and tourists’ choice: A comparative study of Nigeria and selected African countries


Agina Emeka Kenechi, Anyasor, Okwuchukwu Marcus, Okocha Ebere Rejoice, Nwankwo Nwabueze Luke

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.
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How to cite this article:
Agina Emeka Kenechi, Anyasor, Okwuchukwu Marcus, Okocha Ebere Rejoice, Nwankwo Nwabueze Luke. Destination marketing and tourists’ choice: A comparative study of Nigeria and selected African countries. International Journal of Multidisciplinary Research and Development, Volume 4, Issue 12, 2017, Pages 178-186
International Journal of Multidisciplinary Research and Development International Journal of Multidisciplinary Research and Development