DETERMINANTS OF THE PERCEIVED IMAGE OF NIGERIAN TOURISM INDUSTRY

Abstract

The image of a country’s tourism has become a strong source of economic and social power for the nation’s survival hence the need for its constant measure. This study examines the perceived image of the Nigerian Tourism Industry (NTI) among foreign tourists and residents in Nigeria and the demographic variables that influence perception of the industry. A convenience sampling method was adopted to select total 150 respondents. A questionnaire with twelve key evaluative factors was used in measuring the image of NTI. Exploratory Factor Analysis (EFA), T-Test for equality of means and multiple regression techniques were applied in the analysis of data. The results show that the mean index obtained for the perception of the tourism industry was fairly positive. NTI was perceived to be most reputable in the areas of hospitality under culture and heritage dimension and weakest in political stability under infrastructure dimension. Respondents’ demographic characteristics were not significant in explaining the overall perception of NTI. In the circumstance, we recommend that, to effectively reposition the NTI in the international arena, the Nigerian government needs to be more diligent in conducting its elections in order to ensure fairness and stability. The friendliness of the Nigerian people could be used to mitigate the negative effects of insecurity in the country. Nigeria’s rich cultural heritage and friendly weather should be emphasized in the promotion of NTI.