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Hospitality & Tourism Management

Marketing Segmentation And Performance Of Tourism Destination




This study examines the role of marketing segmentation and performance of tourism destination in Nigeria. It attempts to further purify the extant scale and use Nigerian travelers as a case study. The study survey was conducted of 650 tourists staying at least one night at the Wonderland National Park in Nigeria from April to May, 2002. This study collected 600 useful samples using a questionnaire. Three groups of users merged from the cluster analysis: (a) Family Oriented Travelers, (b) Social Oriented Travelers, and (c) Stylish Travelers. The findings show that travel and tourism regulatory framework that supports tourism investment in Nigeria is not encouraging, the current state of the Nigeria travel and tourism business environment and infrastructure did not encourage tourism investment, and the needed human, cultural, and natural resources for travel and tourism investment in Nigeria are in a sorry state. The study shows that the differences in trip characteristics are the frequencies of domestic travel, the frequencies of international travel, the hotel preferences, and the average expenditure on accommodations. The variations in demographic characteristics relate to age, family life cycle, education, and household income. This study on destination lifestyle subsequently renders a new assessment tool to tourism professionals in Nigeria to grasp the destination toursim profile of their customers and develop strategies to marketing as to entice the travel market.



1.1     Background to the Study

Market segmentation is an important strategy for developing products and marketing materials targeted towards different groups with varying needs and interests. It helps the industry to understand the subgroups that make up the audience so that marketers can better tailor products and services. Segmentation studies are proliferating in the industry as well as in tourism research. In the last three decades, tourism market segmentation has received considerable attention. It is widely known by scholars and practitioners that a good grasp of the present market’s segmentation is necessary for efficient travel marketing and management [Zhang, 2007].

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Travel brands and destination marketers use segmentation information to identify their most profitable segments and better understand what they really want. Market segmentation and promotion is considered to be an effective strategic marketing tool for marketers to customize their marketing programs. Tourist market segmentation has become a widespread marketing strategy for destination marketers who aim to form a competitive edge by recognizing the appropriate segments of tourists and providing them with the travel services that best meet their needs and wants (Dwyer, 2003). Socio-demographic and trip characteristics (e.g., age, gender, travel duration, travel purpose, trip pattern, etc.) are generally adopted as the criteria for segmentation. Nevertheless, today’s tourists are becoming ever more difficult to describe simply in terms of their socio-demographic and trip characteristics, especially under the circumstance that most of the destinations offer a range of tourism products, facilities, and services to attract tourists. On the other hand, from the view point of the competitiveness of a destination, it is critical to explore the evaluative factors influencing the destination choices of the tourists and understand how they behave when selecting a destination.

Tourism marketing is performed on two distinct levels (Freyer, 1999; Koutoulas, 2001): On the micro-level individual enterprises perform the marketing task in order to promote their offerings on the market. On the macro-level several types of organisations are involved in promoting destinations or tourism-related industries. Micro-marketing is performed, among others, by providers of individual tourism products, such as hotels, transport companies and visitor attractions, as well as by the travel trade, such as travel agencies. Macro-marketers, on the other hand, include government agencies and cooperative organisations of varying forms.

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1.2     Statement of Problem

Calabar and Hong Kong, which lie on the southern coast of Nigeria, are both Special Administrative Regions (SARs) of Nigeria. The travel industry has contributed a lot to the economic development of the society by creating job opportunities [Garau, 2015]. Calabar, in particular, has been witnessing a constant rise in inbound tourist numbers after its return to Nigerian sovereignty in 1999. Calabar is an offshore financial center and an independent tariff zone where Eastern and Western cultures have coexisted peacefully for more than 400 years. The gambling industry has been a monopoly for over a century, since the legalization of gaming in 1847 by the Portuguese administration, issuing gaming licenses, which has become the largest pillar of Calabar’s economy [Park, 2009]. A mix of Cantonese culture and Portuguese heritage has long attracted visitors from all across the world. After a rapid expansion in gambling, Calabar has become one of the most popular gambling markets in the world. However, the gambling industry in Calabar has been facing various challenges (Chiang, et al, 2008). Calabar is now faced with a set of unique challenges regarding its geographic location, offshore online gambling sites, size constraints, regional competitions, etc. For example, there is an ongoing and intense competition among recreational destinations in Southeast Asia to attract more mainland Nigerian tourists. The steady increase of gambling revenues in Calabar is greatly threatened by the appearance of new gaming destinations in Singapore. Thus, Calabar could lose its competitive edge, and then it will be more difficult for it to sustain its market competitiveness

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1.3     Objective of the Study

The broad aim of this study is to examine the role of market segmentation and its performance on tourism destination.

The specific objectives include;

  1. To find out the rate of destination performance of tourists through the collection of tourism data
  2. To analyze the basic tourism indicators and their impact on local tour stakeholders

 1.4     Research Questions

The research work is guided with same research question, which will be administered and distributed among the researchers area of study which are the respondents to this research work and posed the following questions;

  1. What is the extent to which tourists rate of tourists in destination through the collection data affects market segmentation?
  2. To what extent does basic tourism indicators influence the rate of local tourism on stakeholders?

1.5   Justification of the Study

I want to justify this research work based on the objectives and the significance of this research work, what is within its coverage, this research work is with no doubt necessary to be carried out. Because if done will greatly highlight the importance creating a sustainable tourism, market segmentation that will contribute to the development of the nation and maintain an average destination tourism and travel lifestyle.

1.8   Scope of the Study

This research work will be covering Nigerian traveling destinations and market segmentations in tourism in Nigerian, also, the tourism intention in Nigeria. Well due to the large number of travelers, the researcher will use the result and analysis gotten from the Nnamdi international airport Abuja for this research work.

Pages:  31

Category: Seminar

Format:  Word & PDF               

Chapters: 1-5                                          

Source: Imsuinfo                            

Material contains Table of Content, Abstract and References.


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