UNDERSTANDING NIGERIAN IMMIGRANTS ATTITUDE TOWARDS ENGAGING IN TOURISM IN NIGERIA

AKINYOADE, AKINBOLA I., M.S., May 2013FOUNDATIONS, LEADERSHIP,AND ADMINISTRATIONUNDERSTANDING NIGERIAN IMMIGRANTS ATTITUDE TOWARDS ENGAGING IN TOURISM IN NIGERIA (55 pp.)Director Thesis Committee: Andrew Lepp, Ph.D.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.

Name thesis:degree_name

MS

Level thesis:degree_level

masters

Discipline thesis:degree_discipline

College of Education, Health and Human Services / School of Foundations, Leadership and Administration

Grantor dc:publisher

Kent State University

Year dc:date

2013

Author dc:creator

• Akinyoade, Akinbola I.

Contributors dc:contributor

• LEPP, Andrew

• African Studies
• Destination Image
• Africa and perception of risks.

Statement dc:rights

• unrestricted
• This thesis or dissertation is protected by copyright: all rights reserved. It may not be copied or redistributed beyond the terms of applicable copyright laws.

Language dc:language

English

Repository record dc:identifier

http://rave.ohiolink.edu/etdc/view?acc_num=kent1365714631

OAI identifier oai:identifier

oai:etd.ohiolink.edu:kent1365714631