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Hospitality & Tourism Management

Travel Lifestyle And Advance Tourism Intention In Nigeria




This study examines the role of travel lifestyles and tourism intentions in Nigeria. It attempts to further purify the extant scale and use Nigerian travelers as a case study. The study survey was conducted of 443 tourists staying at least one night at the Wonderland National Park in Nigeria from April to May, 2002. This study collected 420 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 vacation lifestyle subsequently renders a new assessment tool to tourism professionals in Nigeria to grasp the lifestyle profile of their customers and develop strategies to entice the travel market.



1.1     Background of Study

The roles of travel and tourism industry in the economic survival of countries around the world cannot be overemphasised (Okoli, 2001). The industry is an instrument of economic regeneration and stability given its important role in job creation, especially at this time when many countries are suffering from high unemployment (Bello, Bello, Akande, and Raja, 2014).

According to Jennifer and Thea (2013), the direct contribution of the tourism sector to the global GDP in 2012 was put at about US$2, 056.6 billion (2.9%). This figure is forecast to rise by 3.1% in 2013, 4.4% pa, from 2013-2023 put at about US$3, 249.2 billion (Jennifer and Thea, 2013). However, the total contributions of the tourism sector to the global GDP was put at about US$6, 630.4 billion (9.3%) in 2012, and are forecast to rise by 3.2% in 2013, and 4.4% pa put at about US$10, 507.1 billion (Jennifer and Thea, 2013). The index in the above information shows the economic relevance of the travel and tourism industry in the international business arena.

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Nigeria in this era are raised in an environment that offers a wide and increasing range of travel opportunities. As on 2013, approximately half of the holiday makers’ population in Malaysia consisted of young people (Euromonitor International, 2014). Due to low-cost carriers become the common travelling mode of transportation, the ease of information searching and tourism products purchasing via World Wide Web, travelling is at its most accessible ever and thus, the increasing freedom to travel. So, it is a fact that today’s Nigerians’ attitudes towards holiday making are very positive. Although young travellers have a strong desire to travel, the cost, affordability and accessibility will need to be assessed to turn potential into actual demand (Glover, 2010). Therefore, further study needs to be carried out to investigate their travel behaviour as suggested by Tsiotsu and Ratten (2010). Moreover, Aziz and Ariffin (2009) suggested that behaviouristic study is required to understand the Nigerian travellers market as pleasure travel is expanding in Nigeria. They also remark that it is crucial to investigate how people make their travel decisions and what they enjoy during travelling.

In brief, travelling has become easier and more affordable than it was before. These changes are contributing to the age of travellers getting younger. Hence, it is not deniable that young travellers are an increasingly important segment in both tourism businesses and studies. Despite an increasing interest in the market size of young travellers, economic potential and their desire to travel, relatively little is known about their travel lifestyles and intentions to overseas travel. Therefore, this study aims to provide insights to Nigerian’ travel lifestyles and advanced tourism investing in Nigeria.

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1.2     Statement of Problem

Several attempts have been made by the Federal Government to boost the tourism industry in Nigeria. This was overtly expressed in 1990 with the formulation of the National Tourism Policy and the subsequent promulgation of Decree 81 of 1992 establishing the Nigeria Tourism Development Corporation (NTDC). A further boost was the design and development of the Nigeria Tourism Development Master Plan in 2005. The Plan was prepared in collaboration with the United Nation World Tourism Organization (UNWTO) and Tourism Development International. The Master Plan was focused on strengthening institutional capacity of the Nigeria tourism sector. Since then not much has been achieved. The slow implementation of the Nigeria Tourism Master Plan can be attributed to the low political will expressed by political office holders and human capital deficiency in tourism planning by responsible public agencies.

The problem essentially is that the Nigeria travel and tourism sector are unable to find  her feet on the Africa regional tourism map! Though, Nigeria did not have data to substantiate per performance in terms of international tourist arrival, however, it was estimated that the country’s continental tourist receipts was put at about US$ 622 million (1.9%) (UNWTO, 2013). In view of this gap, there is an urgent need for fundamental rethinking and radical redesign of tourism business process in Nigeria to bring about dramatic improvement in her performance. To the best of our knowledge, limited studies had examined travel lifestyle and tourism investment in Nigeria as indices in Nigeria.

1.3     Objective of the Study

The objective of this study is to examine the Nigeria travel lifestyle and tourism sector in the context tourism investments.

The specific objectives includes;

  1. To examine the relationship between Nigerians travel lifestyles and travel intentions for tourism.
  2. To serve as a guideline for the travelers and a traveling view guide.
  3. To determine factors and policies that can make the country an attractive destination for the travel and tourism investors.
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1.4     Research Questions

The following research questions guided the study

  1. What is the relationship between Nigerians travel lifestyles and travel intentions for tourism.
  2. Do you think is the level of tourism can serve as a guide for travelers?
  3. What are the measures to be taken to moderate the travel lifestyle and tourism investment in Nigeria?

1.5     Research Hypothesis

The researcher formed some of the hypothesis which will be tested to support this study. The hypothesis will be tested at 0.05 level of significance using the t-test method and correlation analysis.

The research hypothesis are as follows.

H1: There is no significance relationship between travel life style and tourism investments in Nigeria.

H0: There is no significance relationship between travel life style and tourism investment in Nigeria.

 1.6     Signification of the Study

This report provides an extensive analysis related to the tourism demands and flows in Nigeria:

  • It details historical values for the Nigerian tourism sector for 2009–2013, along with forecast figures for 2014–2018
  • It provides comprehensive analysis of travel and tourism demand factors, with values for both the 2009–2013 review period and the 2014–2018 forecast period
  • The report provides a detailed analysis and forecast of domestic, inbound and outbound tourist flows in Nigeria.
  • It provides comprehensive analysis of the trends in the airline and hotel industries, with values for both the 2009–2013 review period and the 2014–2018 forecast period.

1.7     Scope of the Study

This research work will be covering Nigerian traveling lifestyle and investment 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 international airport Abuja for this research work.

Pages:  34

Category: Seminar

Format:  Word & PDF               

Chapters: 1-5                                          

Source: Imsuinfo                                     

Material contains Table of Content, Abstract and References.


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