Physical Facilities And Marketing Performance Of Selected Tourism Sites In The South-East And South-South Zones Of Nigeria

ABSTRACT

The study examined the effect of physical facilities on marketing performance of selected tourism firms (sites) in the South-East and South-South zones of Nigeria. Despite the enormous social and economic contributions of tourism and also the huge tourism resources in Nigerian, the level of marketing performance in the tourism sites has not been encouraging. The specific objectives of the study were to examine effect of the key constructs (independent variables) of accommodation facilities, shopping facilities and golf course facilities on the dependent variables of customer patronage, referrals, customer retention and satisfaction of the selected tourism sites. Also, to examine how security moderate the effect of the independent variables on the dependent variables of the study. Primary data were collected using copies of questionnaire administered to a sample size of 274 staff and 162 customers (tourists) of the sites. 263 copies of questionnaire for the staff and 157 for the customers (tourists) were retrieved and found usable.  The research hypotheses were tested at the 5% level of significance, using Simple Regression Model. The findings revealed that the key constructs (independent variables) of accommodation facilities, shopping facilities and golf course facilities have significant effect on the dependent variables of customer patronage, referrals, retention and satisfaction of the tourism sites. The findings also revealed that security significantly moderate effect of the independent variables on the dependent variables of the study. Consequently, the researcher recommended that the managements of the tourism firms (sites) should provide adequate physical facilities for the sites. Also, there should be improved security in the tourism sites as the success or failure of a tourism site will depend on availability of security, among others.