Year: 2013
Type: article
Study design: Observational Study
Abstract: Destination image is important to tourism because it is the selling point of tourism destinations.Africa's image is generally characterized by a variety of risk factor including disease and political instability.The purpose of this study is to explore Nigeria's destination image among Nigerian expatriates as well as the motivations and constraints which may influence interest in visiting the country.Because studies indicate there are about 15 million Nigerians residing outside Nigeria, they may comprise a substantial niche market.This study utilized a snowball sampling method and a questionnaire was developed from previously published destination image research (Lepp, Ginson & Lane, 2011).Results indicated that the Nigerians in this sample hold the same image of Nigeria as previous researchers have found out for Africa in general.That is to say, the image of Nigeria included elements of risk including corruption, instability and danger.Nevertheless, the sample was eager to travel to Nigeria suggesting this is a niche market worth understanding better.Motivations for travel to Nigeria were primarily visiting family and friends, education, culture and affordability.Because interest to traveling to Nigeria was high, few constraints were identified beyond perceived risk.Interestingly, there was very little variation in perceptions of risk or travel motivations among this sample.This suggests this may be a relatively homogenous market.Overall, this research suggests there is a potential for the Nigerian tourism industry to improve the industry using the identified niche market.Karpinski for their inestimable inputs.Lastly,
Author: Akinbola I Akinyoade
Institution: Kent State University
Language: English
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2292693774