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Brand Identity of Tourist Destination and the Impact on Patronage

Worlu, Rowland E.K. and Adekanbi, Tiwaladeogo Oluwadetan and Ajagbe, Akintunde M. and Isiavwe, David T. and Oke, Adunola Oluremi (2015) Brand Identity of Tourist Destination and the Impact on Patronage. International Journal of Hospitality And Tourism Management, 1 (5).

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Abstract

This study tries to understand brand identity of tourist destinations from the supply side perspective and how it enhances the patronage of the Nigeria tourist industry. The study adopts a quantitative approach to data collection through the distribution of a total of 120 questionnaires with a response rate of about 83%. The data analysis for this study was carried out with the use of tables, frequency and simple percentages. The research hypotheses were tested using Pearson correlation and Linear Regression methods. The findings of the study show that the creation and continuous development of brand identity would have a positive effect on tourists‟ view and choice of Nigeria as a tourist destination. The study recommends that overall marketing approach for tourism in Nigeria should be customer oriented which would include activities such as to provide proper security facilities to reinforce safety in the mind of tourists. In addition, to improve on the road networks, to improve the quality of accommodation, create a range of holiday packages and market these packages directly to international tour operators and regional travel agents. Above all, there is need for an intensive public image campaign geared towards improving the negative image of Nigeria as a country

Item Type: Article
Uncontrolled Keywords: Tourist Destination, Tourism Industry, Brand Identity, Patronage, Nigeria.
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Law, Arts and Social Sciences > School of Social Sciences
Depositing User: Mrs Patricia Nwokealisi
Date Deposited: 24 Sep 2015 10:59
Last Modified: 24 Sep 2015 10:59
URI: http://eprints.covenantuniversity.edu.ng/id/eprint/5484

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