Impact Of Marketing Communication In Promoting Tourist Destination

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IMPACT OF MARKETING COMMUNICATION IN PROMOTING TOURIST DESTINATION

Title Page———i

Certification——–ii

Dedication———iii

Acknowledgement——-iv

Abstract ———vi

Table of Content——–vii

Chapter One

1.0 Introduction ——-1

1.1 Statement of Problem——4

1.2 Purpose of the Study——5

1.3 Significance of Study——8

1.4 Limitation——–9

1.5 Scope of Study——-11

Chapter Two

2.0 Review of Related Literature —-12

2.6 Summary of Literature Review—- 19

Chapter Three

3.0 Research Methodology and Procedure—22

3.1 Population ——–22

3.2 Sample and Sampling Technique—-22

3.3 Validation of the Instrument —-23

3.4 Reliability of the Instrument —–23

3.5 Data Analysis——-23

Chapter Four

4.0 Presentation and Discussion of Result—24

4.1 Analysis and interpretaion of Data—25

4.2 Discussion of Results——38

Chapter Five

5.0. Summary, Conclusion, and Recommendation  –40

5.1 Summary——–40

5.2 Conclusion——–41

5.3 Recommendation——42

References ———45

Appendix 1——–47

Appendix ———50

CHAPTER ONE

                                                                INTRODUCTION

 

BACKGROUND OF STUDY

The importance of tourism marketing as emphasized by Hannam (2004) was in recognition of the emerging challenges posed by the growing number of tourists’ destinations which have placed at the disposal of a tourist a variety of attractions in abundant quantity from a large number of competing nations. The increasing competitive tourism market has made the products marketing a very important factor in order to gain better destination patronage and to attract more consumption of services and generate repeat businesses and loyalty (Yuju-Wang, 2007 The development of tourism destination areas all over the world has increased the international tourist arrivals. The review of tourist arrivals over the past ten years indicated clearly that in 2005, an estimated 800 million tourists were documented, a 5.5 percent increase following the 10 percent surge registered in the preceding year. By 2007, the figure appreciated to 940 million, with a growth of 6.6 percent as compared to 2005, while in 2014, over 1.1 billion tourists travelled across the globe for tourism purposes (World Tourism Organization, 2014). Furthermore, the reasons why tourism has been variously advocated as a valued tool for driving development includes, a means of advancing wider international integration within areas such as the European Union (EU), or as a catalyst for modernization, economic development and prosperity in emerging nations especially in developing countries.

Theoretically, marketing strategy is useful in targeting and developing new market segments and also helps to improve poor public relations which occurred as a result of several unfortunate events (Dore and Crouch, 2003). Thus, for a destination to gain from the global tourism share, as evident in the present age, the conscious creation and marketing of place products must be held sacrosanct. In effect, these products in other words known as tourism products are important for destination marketing as they influence people’s perception of the place and can affect their choice and behaviour towards the place.

However, Bhaita (2006) observed that tourism product is not the tourism destination, but it is about the experience of that place and what happens there. The peculiarity of a tourism product is that, it cannot usually be sampled prior to purchase, it is not like a car or a cooking range of gas burner, refrigerator, or bookshelf which can be inspected before purchase (Seth, 2006). It requires purchase decisions to be made on the basis of available information and the projected and perceived images/brand of the destination. This attribute has made marketing and promotion in tourism clearly an essential factor for sustainable tourism development.

 

Cross River State has a rich storehouse of resources which can sustain a viable tourism industry. The major tourism drivers of the destination are the cultural and natural endowments. In a bid to develop and promote tourism, government has embarked on massive rehabilitation and development of world- class tourism facilities that can compete favourably with what is obtainable in other parts of the world, as well as making it a preferred destination. The construction of the cable car is Obudu Mountain Resort, building of the Tinapa Leisure and Business Resort, the Marina Resort, National Park, investment in urban beautification through green capping; modern local transport systems are some of the pragmatic steps by Government to improve the destination in order to present different choices to tourists. Other attractions include: the canopy walkway in the rainforest of Boki, Afi mountain wildlife sanctuary, waterfalls in Agbokim, Akamkpa and Esori; and socio-cultural activities such as New Yam festivals, boat regatta, Nkarasi monoliths among others and all these present opportunities to tourists on their choice of the destination. The State also has evolved several marketing purposes of promoting the attractions and destination for tourists from all parts of the world. But this effort is yet to yield meaningful benefits.

Although several studies have been carried in the study area, however, most them are focused on factors affecting ecotourism marketing (Esu, 2006), promoting an emerging tourism destination (Esu and Ebitu, 2010), tourism development (Egboyi, 2007) and tourism and employment structure (Amalu and Ajake, 2012). These studies have not critically considered the influence of marketing strategies on tourists’ choice of their destination.

In a service industry such as tourism, Cooper, Fletcher, Flyall, Gilbert and Wanhill (2008), observed that marketing managers are also driving products toward choosing destinations. Eccles (1995) also noted that marketing mix. helps destination management organisation to understand where marketing actions can be initiated in order to improve the acceptability of tourism product and stimulate demand. There is need to intermittently evaluate the tourism marketing strategies of Cross River State in order to determine the level of impacts in promoting the numerous tourism resources that can influence tourists’ choice of destination. It is with this background that this study seeks to examine which tourism marketing communication strategies influenced tourists’ choice of selecting the destination

 

Statement of problem

It is stale news that Nigeria’s tourism industry is grossly under-developed, no thanks to successive governments economic misadventure. Worse still, the present government’s much touted economic diversification drive tilts more towards solid minerals exploration than agriculture, tourism and services sector developments.

Notwithstanding, tourism is an international business, hence one may not be surprised at our governments lack of entrepreneurial capacity and limited actionable knowledge of how to strategically midwife the economic development of tourism in Nigeria.

Over the years, the Nigeria tourism industry has been bedevilled by plethora of problems, both simple and complex such as poor marketing capacity which is the aim of this study, But these problems are not without solutions. Hence, this piece seeks to bring to light some of the prevailing challenges in the industry and proffer solutions to the malaise

 

Objectives of Study

The following objectives lend credence to the study:

 

  1. To find out the various marketing strategies that influence tourists’ choice destination

 

  1. To examine the level of attractiveness of tourism destination.

 

  1. To assess the awareness of tourism destination attraction in the study area

 

  1. To determine the tourism destination services in the study area

 

 

Research Questions

 

  1. What are various marketing strategies that influence tourists’ choice destination

 

  1. What is the level of attractiveness of tourism destination.

 

  1. What is awareness of tourism destination attraction in the study area

 

  1. What is tourism destination services in the study area

 

Significance of the Study

 

This study is hoped to be significant in many respects. Firstly, as a social science research, it is expected to advance the frontier of knowledge in the field of mass communication and serve as a repository of knowledge. It is also expected to contribute to the available literature in the field of social sciences.

This research will also furnish communication researchers and other members of the academia with information. Furthermore, further research on effective marketing communication on tourism destination can also be embarked upon using this study as a foundation.

Finally, this study is also important to the print media because it will encourage, media operators, mass communication practitioners, and journalists to examine the extent of marketing communication on tourism destination, this will help them re-define their campaign approaches.

Scope of study

This research is based on the extent to which marketing communication has been useful and effective in tourism destination in Nigeria with particular reference to Cross River state which has so many tourist site especially the popular Tinapa in Northern part of Cross River.Cross River is one of the south-south geopolitical zone of Nigeria and it has a boundary with Cameroon.

 

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