Destination Personality as Predictor of Symbolic Consumption in Nigeria’s Tourism Industry

Abstract

This study examined tourists’ behaviour within the African context concerning symbolic consumption of destinations, with emphasis on the predictive influence of destination personality. This was particularly germane because tourism destinations, just like brands or products, have their own unique personalities. Consequently, based on factors such as large population, economic size and huge tourism potential, Nigeria was selected to represent the population of study. For better representation of the population, quota sampling was employed to reflect the selected tourist destinations. A total of 1200 copies of the questionnaire were administered, however, only 831 responses were found useable and acceptable, while factor and multiple regressions analyses was employed. Findings showed that destination personality is positively related to all three constructs (brand identification, lifestyle congruence and self-congruence) of symbolic consumption. Additionally, four dimensions of destination personality (serenity, ruggedness, historic and excitement) were confirmed, and all proved to be significant individual predictors of symbolic consumption. However, the serenity factor showed stronger significant effect on all three symbolic consumption constructs. It was, therefore, suggested that managers of destinations in Nigeria need to position their respective destinations with the symbolic value attached to tourists’ subconscious and innermost desires. Implications for Africa are discussed.