– ALPHA
Dominant, Chief, Leading, First
– BRAVO
Congratulations, Well done, Good job
– CHARLIE
A name
– DELTA
An outlet or channel

- ECHO
Resonance, Repeat, Ricochet
– FOXTROT
A type of dance

- GOLF
A type of sport
– HOTEL
It’s an establishment or building where people pay for lodging, meals and other MICE facilities
– INDIA
It’s a country in Asia
– JULIET
It’s a smaller inner natural satellite of Uranus
– KILO
It’s a form of weight measurement
– LIMA
It’s a type of pulses
– MIKE
A short for Microphone or Michael
– NOVEMBER
It’s the 11th month of the Gregorian calendar

- OSCAR
It’s a trademark for the golden statuette awarded by the academy of motion picture arts and sciences to people in film industry for achievements in the making of movies
– PAPA
It’s another name for father

– QUEBEC

It’s a province in Canada
– ROMEO
A womanizer, seducer or Casanova
– SIERRA
A range of mountains with jagged peaks, or a country surrounding such a range

- TANGO
It’s a type of Latin American dance
– UNIFORM
It signifies identity or consistency
– VICTOR
A winner or champion
– WHISKY
A form of liquor or alcohol
– X-RAY
Electromagnetic radiation
– YANKEE
Someone from America
– ZULU
A South African living in northern KwaZulu-natal region or a Bantu language spoken in eastern South Africa

Formerly called Obudu Cattle Ranch, Obudu mountain resort is one of the top destinations in Nigeria with facilities for all types of tourists. Read more for details about what happens there…

According to research from Euromonitor, Tourism in Nigeria has seen significant growth in sectors like the hotel, airline and culture industry. The efforts of the NTDC and Cross River State are also acknowledged. See link for more details

Tourism is a major sector of the global day to day activities; merging businesses, cultures and the global economy. With the increasing trend in tourism development and promotion in several countries, it is imperative for destination marketing organisations to lay emphasis on efficient marketing strategies in order to gain competitive advantage in the industry. According to Williams (2006; 482), ‘the marketing of tourism and hospitality products has become increasing complex; being associated not only with conveying an image of a place, but with attempting to sell an experience of a place through relating it to the lifestyle construct of the consumers’. This implies that marketing in hospitality and tourism industry does not only involve selling products or services but also selling and experience desired by certain consumers or customers.

Tourism seems relevant for most countries in recent times for several reasons. There is a growing awareness of the use of tourism as a tool for eliminating poverty and promoting economic development in developing countries. However, it is not practical for developing countries only; developed countries are also involved in tourism for other reasons besides being a tool to increase the GDP of the country of which image and identity are included. World Bank report 1991; 4 states that :

‘development is not merely a rise in the per capita incomes. It subsumes reduction of poverty and greater equity to progress in education, health and nutrition, and the protection of the environment’

 (Sindiga, 1991; 1).

With the growing competition in the industry, organisational excellence is imperative for competitive and comparative advantage. According to Charles et al, ‘The requirement for tourism destinations to deliver high quality service and products, coupled with the labour intensive nature of the industry, results in a need for the tourism sector to recruit and retain well-educated and well-trained professionals’ (Dewhurst et al, 2007)

1.1       BACKGROUND OF THE RESEARCH

Tourism is believed to be one of the fastest growing industries in recent times. ‘Tourism and hospitality has developed into one of the most important global economic activities, due in part to a combination of a transformation of offers and increasingly post-modern demand (Williams, 2006; 483). Though the existence of tourism could be traced back to ancient times as disclosed by Swarbrooke and Horner (2007), its concept is diversifying as it encompasses a wider range of industries. It could be assumed that every country has unique features which could be used in promoting tourism. This could be in form of culture, business, nature, wildlife, education, sports, or sometimes the weather which put together becomes an experience for the tourist. According to Williams (2006; 485),

‘experiential marketing is about taking the essence of a product and amplifying it into a set of tangible, physical, interactive experiences which reinforce the offer’.

It is evident however, that tourism encompasses of a wide range of denotations, activities and facets of life. This may be due to strong relationship between travel and tourism. According to Sindiga (1999), travel and tourism are known to be the largest industry in terms of the number of people participating, the amount of resources generated and employment capacity. There may be some truth in this; however, it is interesting that certain countries possess these factors yet struggle with promoting tourism such as the case study country- Nigeria. This research will identify several tourism related variables and it significance to Nigeria as a destination. Prior to subsequent discussion, it is crucial to understand the definition and concept of tourism.

Tourism basically involves moving from one location to another for different purposes which may include business, visit friend and relative (VFR), adventure, leisure, religion, educational, nature and wildlife. Sindiga (1999; 10) argues that tourism has different meanings to different individuals or organisations: ‘to the government, tourism means economic activities, revenues, employment, per capita expenditure and perhaps regional development’; to the tourism industry it may mean promotion, arrivals, departures, length of stay, and receipts.

The visit friend and relative segment is known to be one of the strongest inbound tourism segments for Nigeria (Mintel 3, 2007). It is stated that most of the arrivals in Nigeria are Nigerian Diaspora that travel into the country to visit friends and relative. However, Backer (2007) argues that this is one tourism segment whose value and size has been underestimated as a result of perceptions that these tourists spend less disregarding the expenditure incurred by the VFR hosts. Furthermore, it is important is acknowledge the fact that there are VFR tourists that also use hotel accommodation facilities as well as tourism facilities

Tourism could exist for the domestic or international market. The domestic market comprises of people visiting a destination within a particular country while international market comprises of people that visit another country. It is essential however to acknowledge the WTO definition of a domestic tourist which is:

Any person residing within a country, irrespective of nationality, travelling to a place within this country other than his usual residence for a period of not less than 24 hours or one night for a purpose other than the exercise of a remunerated activity      in the place visited. The motives for such travel may be:

1. Leisure (recreation, holidays, health, studies, religion, sports)

2. Businesses, family, mission, meeting

(Adapted from Dieke, 2000; 279)

Though it appears in most cases that the international market is more important than the domestic market, both markets are however significant for tourism development and sustainability. International tourists as it is believed may contribute immensely in increasing the GDP of the country but domestic tourists are obviously known to be more sustainable. This research will focus on the development of domestic tourism in Nigeria for purposes of sustainability; conversely, it will also identify certain issues that have affected the image of Nigeria as will be discussed further into this research and how proper management could promote both domestic and international tourism.

Like many other products and services, tourism which comprises of both products and services require marketing. Destination marketing organisations are responsible for marketing destinations to the domestic and global market. Though this research will not concern itself with the daily and routine activities of the Nigerian Tourism Development Corporation (NTDC) which is the official destination marketing organisation of Nigeria, it would throw light on certain marketing strategies carried out recently by the organisation in the last year. The NTDC is a government unit that does not only market the country locally and internationally but also supervises the activities of private tourism organisations and practitioners (Kevin Millington, 2007) .Only in 2006 has meaningful steps been taken towards promoting the country’s tourism industry as it has recently received a tourism master plan and sponsorship from the UNDP and technical assistance from UNWTO (Kevin Millington, 2007).

The plan targets diverse categories of tourists, such as new experience seekers, African immigrants, ‘the expatriate community and families on holiday. According to report, the plan ‘focuses on five main strategies for boosting tourism based on the following themes: tropical rainforest (eco-tourism), conference capital (business tourism), Atlantic gateway (beach and water-based tourism), scenic nature (touring holidays) and Sahara gateway (desert tourism)’, (Kevin Millington, 2007). Therefore, the tourism activities that have been implemented in the last year are discussed further into this research.

Furthermore, the WTTC 1 travel and tourism economic research (2007) reveals that the total demand of Nigerian tourism has a market share of 0.1% in the world’s tourism industry with least intensive and slow growing travel and tourism economy. It also predicted a 2% growth in the tourism and trade industry in the next ten years. It is however, disappointing that the ’second best economy in the Sub Sahara region after South Africa’       (CBN annual report, 2005; 35) is struggling in developing tourism and has created such a negative image of itself. Though the Country’s image is daunting, the Director General of NTDC has argues that Nigeria ‘remains the preferred tourism destination in the continent’ (Babatunde, Jimoh 1, 2007) implying that at some point, Nigeria was a preferred destination in Africa. Nigeria like many other countries is a country rich in culture, wildlife and nature but is also seen as a country with great potentials. Therefore, it is evident that there is a difference between the image and the identity of the country as it is uncertain what the country’s brand is. According to Pike (2004; 74), ‘brand must stand for image when the consumer thinks about it and identity for producer’.

1.2       AIM OF RESEARCH

For academic and commercial purposes, this research will aim to explore the potentials of Nigeria as a sustainable tourism destination and contribute to the inadequate information on Nigerian tourism industry. Although the image of Nigeria is daunted, it is obvious that the UNDP as well as UNWTO consider the country as one that has good potentials for tourism. Nigeria as many other countries has had its own share of crises; however, its image is seen to be a strong influence over the general development of industries in the country as well as its relationship with other countries.

This research seeks to determine what tourism segments could be promoted in this complex society domestically and internationally. Due to the insufficient data on the Nigerian hospitality and tourism industry as well as the gap between trends of tourism and consumer behaviour in Nigeria, this research will attempt to contribute to the existing data in order to increase the awareness and the potentials of Nigeria as a destination. Furthermore, this research seeks to stimulate and challenge other interested researchers to delve into this emerging market and as a result could provide academic and commercial information that could benefit the global market.

1.3       OBJECTIVES

This research includes the following objectives

• Identifying the challenges faced in the Nigerian hospitality and tourism industry
• To determine the strongest tourism segment in Nigeria for domestic and international markets
• To determine the factors that influences the choices and behaviours of Nigerians regarding tourism activities
• Analysing the current tourism environment in Nigeria in order to contribute and make possible recommendations that could be used to gain competitive advantage in African tourism

• 1.4 RESEARCH METHODOLOGY

Due to the nature of the research, the case study approach was preferred as it could involve ‘any mix of qualitative and quantitative evidence’ (Yin, 2003; 15). These objectives will be achieved using social science research methodology and methods. For purpose of validity and reliability, triangulation is necessary. According to Lancaster (2005; 78), triangulation is ‘the process whereby several methods of research and data collection are used such that the findings from one type of study can be checked against the findings derived from another type’. In this concept, this will involve methods such as interviews, questionnaires and analysing of existing secondary data on Nigerian hospitality and tourism industry. Questionnaires were administered via email and interviews were via telephone as well as face-to-face interviews. These secondary sources provided relevant information which formed a basis for constructing the questionnaire. The secondary sources included academic journal, newspapers, books, internet, and news from television. It is interesting however, that the internet provided the largest amount of existing data due to the low level of recognition and research of the Nigerian tourism industry as well as the distance away from the country.

The choice of methods of data collection could be based on factors such as objectives and purpose of research, researcher’s skills and expertise, costs and budgets, time, availability of data, consultants’ preferences and values, clients’ preferences and values and finally, ethical and legal issues (Lancaster, 2005). In this case, these methods were chosen due to influence from factors such as proximity, time availability, data availability and budget. However, each method had its challenges though the aim of the research was still achieved. These challenges will be discussed further in chapter 3 under the research methodology.

1.5       DATA ANALYSIS

Due to the relatively simple nature of this research, the analysis did not require SPSS analysis which is usually used for social science research. ‘The abbreviation SPSS stands for Statistical Package for the Social Sciences‘ (Bryman and Cramer, 1999; 16). This research utilised data analysis techniques such as tally frequency, content analysis, and descriptive analysis highlighting major tourism segments, tourism challenges, motivator, determinant and certain relationship marketing strategies which exist in the country.

• 1.6 CONCLUSION

Nigeria undoubtedly has potentials to become one of the top destinations in Africa and this is feasibility with proper proactive management strategies are implemented. The difference between its image and identity must however be reduced and consistent marketing and development is required to convince the global market that it is a safe and exciting destination.

Many destinations appear to be exceptionally aggressive about marketing in recent times implementing strategies such as advertising on global network media sources such as CNN and also the sponsorship of several events and documentaries as observed on cable networks. Some of these countries include Malaysia, Cyprus, Thai, India, Dubai and Australia. This proves that the competition in the hospitality and tourism industry is not only regional but also global. Strategic marketing is therefore inevitable as targeting potential customers in such a wide market could be demanding

2.1       HISTORY OF TOURISM IN AFRICA

Tourism has existed in Africa for several years. Due to colonialism, many countries in Africa where ruled by Europeans, (Grove, 1978). Some of the evidence of colonialism includes the English, French and German speaking countries that exist in Africa. The African continent as a whole is identified as a continent endowed with a wide range of wildlife species, nature and a variety of culture that could serve as a basis for competitive global tourism. However, WTO personal communication 1998 reports that ‘Africa’s share of the world tourism market appears rather small for its geographical size of the continent and its population’, (Sindiga, 1999; 3). Despite its challenges, many African countries are making attempts to promote tourism for various reasons such as poverty reduction, community development and increase in the GDP of the country.

Research shows that Africa like every other continent has a lot to offer to the tourism industry. Kenya, South Africa, Tanzania, Egypt, Morocco and Botswana are recognised as some of the top tourist destinations with regards to wildlife, culture and nature (Dieke, 2000). Africa’s tourism history can be traced as far back as ancient times. Swarbrooke and Horner (2007) reveal some evidence of tourism in Africa with examples such as the Greek and Romans who visited the sights of Egypt. Other destinations that attracted visitors are Kenya, for big game hunting; Morocco which was a popular winter sun destination in the 1920s and 1930s; and Tanzania and Botswana for wildlife hunting.

According to Nason (1991), Kenya was regarded as one of the most highly developed tourist countries in the world. Research shows that Kenya is still one the most visited destinations in Africa, in spite of the fact that its economy is not as good as Nigerian economy. Sindiga (1999) pointed out the supervisory and management positions in accommodation facilities and tour operators in Kenya are held by expatriates for reasons of no skills by locals, hence leaving subordinate roles such as drivers, porters, waiters, labourers and housekeepers for locals. Though tourism requires skills and proper management, depriving the locals of the opportunity to hold management positions could lead to threats towards the expatriates as it is observed in countries like Nigeria where there has been series of kidnapping of foreigners in the oil producing areas (BBC News 2, 2007) as a result of the dispute such as inadequate opportunities available for the locals in the oil industry and the underdevelopment of these areas.

Training should be offered to locals in order to improve their management abilities. Furthermore, Sindiga expounded that some of the tourism organisations are joint ventures with local capital. However, he argued that tourism is still undeveloped or underdeveloped in Kenya with per capita real earning declining over time. Also it generates little employment and on average pays wages which are lower than the modern sector economy as a whole. This is quite interesting as it contradicts the general belief that tourism is a provider of employment.

Another African destination is South Africa has been determined to become a major destination for international tourist, as well as sustain the economic significance of domestic tourism International tourists from Africa make up 70% of South Africa international tourism (Allen and Brennan, 2004). South Africa has various places of interest and attractions such beaches, Kruger national park and other World Heritage designated sites (South Africa tourism website). However, South Africa also has a reputation of crime. In 2002, South Africa was declared the most dangerous country in the world not at war (BBC News Talking Point, 2003) though this has not deterred its position as one of the top destinations in Africa.

Although benchmarking the Nigerian tourism industry with Kenya and South Africa tourism industry would reveal many loopholes and possibly identify key issues to tackle; it is essential to recognise that the practices, rules and resources of policy and planning systems differ between nations, regions and local areas hence these systems will vary according to the extent to which they are conducive to collaborative approaches to tourism planning (Bramwell & Lane, 2000)

2.2       HISTORY OF TOURISM IN NIGERIA

Nigeria is a multicultural society with a population of over 140million people (Euromonitor, 2007) and also over 250 ethnic groups and 500 languages (Euromonitor 2, 2007). Its complex nature appears to have made it difficult to be governed. Like many other African countries, Nigeria was colonised by the British hence English is the official language in the country.

Discovery of oil also led to the arrival of foreigners from several countries for the purpose of business. According to Olumide-Faoseke (1997), oil production and export commenced in 1958 by Shell Oil Company. Due to the uniqueness of the Nigeria’s oil, other foreign companies also moved into the country to invest through providing technology along with operations and management. These companies include Chevron, Agip, Mobil, Texaco and Elf-Aquitaine. This segment has helped to provide sustainable business sector in the country though there has been some trends of kidnappings in these oil producing areas by the indigenes (BBC News 2, 2007)) who believed are being exploited which could result in the decrease in international business tourists.

After independence in 1960, Nigeria became governed by its own leaders and has since been struggling with various issues such as poor economy, crime, corruption, religious and tribal wars. This reputation has lingered since independence and has prevented the development of various industries including tourism. Olumide-Fasoeke (1997) pointed out that the country was diversifying its revenue to tourism in order to reduce its dependence on oil; however, after 10 years, not much appears to have been achieved in the tourism industry until recently (Emerging Market, 2007)

According the tourism development strategy main report prepared by TPL associates ltd (1991), one of the destinations established by the British in Nigeria is the Obudu cattle ranch located in the south of Nigeria close to a city called Calabar which was the first British colonial administrative centre in Nigeria. This place was established as a tsetse fly free and beef and dairy producing ranch that was later diversified into a retreat for expatriates in the country wishing to escape the torrid heat of the dry season. The ranch has a temperature of 4 to 10 ⁰C and 26 ^o C to 32 ^o C during high peaks (Cross River State of Nigeria, 2007). The ranch was mismanaged until recently, when Governor Donald Duke refurbished the place and it is the state of the art in Nigeria and is now recommended for both domestic and international tourists. Under his leadership, the governor succeeded in transforming the state which had little allocation from the federal government as it is not entirely an oil-producing state into a business hub and a tourist’s destination especially in the month of December with a variety of festivals and entertainment (Afro Cuba Web, 2007).

Although most of the statistical data that exist are not recent as documentations of such tourist activities in Nigeria are not readily available, it is relevant to acknowledge some significance of the history of Nigerian tourism. Between 1990 and 1997, the ranking of Nigeria in African international tourism receipts improved from 24 to 16 which was 1% of the total international tourism receipts in Africa excluding transport (See Appendix 1). This Table also reveals that in the 1990s, Nigeria: the ‘Giant of Africa’ and the second best economy after South Africa has not been considered as one of the top 15 tourist destinations in Africa in the 1990s with an international tourism receipt of US$86 million decreasing to US$28 million and a decreasing tourist spend in 2005(See Appendix 2). This implies that the country has not been performing better in the early 2000s.

Apparently, tourism has not been considered significant to the Federal Government of Nigeria. The Central Bank of Nigeria Annual Report (2005) reveals that tourism industry is not acknowledged as much as industries such as oil, agriculture, banking and telecommunications; however, the airline business has received more recognition. Nigeria has experienced many challenges in several issues. In the Vanguard newspaper, Emmanuel Ulayi (2007) reports that Runsewe (Director General -NTDC) blames the slow growth of tourism development on multiple taxation by the federal government.

Despite all these facts, Otunba Olusegun Runsewe unwaveringly argues in the Vanguard Newspaper that Nigeria is a top tourism destination in Africa and other tourism money earning countries such as Gambia, Ghana and South Africa do not possess close to probably 30% of the attractions in Nigeria (Babatunde, Jimoh 1, 2007). In 2006, a tourism master plan was completed for Nigeria with financial assistance from United Nations Development Programme (UNDP) and technical assistance from UNWTO to raise awareness of tourism benefits, develop quality products amongst others ((Kevin Millington, 2007).

In the past one year, there are some developments in the tourism industry. This is as a result of the appointment of the present Director General of Nigeria Tourism Development Corporation NTDC, Otunba Olusegun Runsewe who seemingly has a vision for the Nigerian tourism industry and is utilising the media as a strong tool to market Nigeria as a destination. His leadership seems to have resulted in the new wave of the Nigerian hospitality and tourism industry. Rousaki and Lockwood (2006) argue that leadership skills are influenced by passion for the industry experience, related hospitality education, entrepreneurial thinking and passion for the industry. They also stated that ‘leaders create the culture, and culture drives performance’ (p.49).

Another interesting tourism activity has been the commissioning of the TINAPA business resort. A dream of the immediate past Cross River State governor- Donald Duke; this is believed to be Africa’s premier business resort which plans to become a trading hub similar to countries like Dubai and Hong Kong. It will offer tax free services as well as other business, entertainment and leisure facilities (Wilson, 2004; Tinapa 1, Tinapa 2). Furthermore, Nigeria has two UNWTO world heritage designations which include the Osun Oshogbo sacred grove and Sukur cultural landscape (WHC, 2007).

Another recommended attraction is the Yankari game reserve (Trip Advisor 1; Yankari Resort and Safari, 2006) located in Bauchi State in Nigeria. It comprises of national park and warm spring including the Wikki warm springs and is believed to be one of the most sustainable tourism attractions in the country. However, it does not seem to be as famous as the national parks in South Africa or Kenya. Could it be as a result of poor marketing and management or due to the species of animals available in Nigeria?

Jos is a city considered as a tourist destination in Nigeria because of its features and weather conditions. According to Binns (1994), Jos plateau has old volcanic cones, boulders and lava flows as features and temperature ranging between 32^oC in dry season and 25^oC in rainy season with night time temperature of 10^oC, which is not common in this part of the world.

2.3       TOURISM TRENDS

As mentioned earlier, Dieke (2000; 279) acknowledged that ‘although domestic tourism exists in Africa, it is not usually quantified, hence its economic impact is not fully known……’, hence there is insufficient records of domestic tourism in Nigeria. Sustainability requires proper management of tourism activities. Sindiga (1999) reveals some reasons for domestic tourism in Kenya which includes increasing investment in the tourism industry, redistributing incomes across the country and conserving foreign currency exchange by having Kenyans visiting their own country rather travelling abroad. This is an area to consider for further investigation and evaluation in Nigeria in order to monitor the domestic tourism trends and as a result provide good decision making abilities. According to Swarbrooke and Horner (2007), the suggested relative level of domestic, inbound and outbound tourism in Nigeria are medium, low and low respectively compared to the rest of the world. Statistics in Focus: Economic and Finance (2007; 3) also reflects that Nigeria has some form of tourism relationship with the EU.

• 2.3.1 Arrivals

Research shows that the international arrivals in Nigeria seem high as a result of professional and business tourists as well as Nigerian Diasporas coming back into the country to visit friends and relatives. Another reason is due to the arrivals of citizens from neighbouring countries such as Niger, Benin, Liberia, Chad and Sudan who come in illegally for business purposes and as refugees.

TABLE 1: Origin of arrivals by main nationality groups (thousands), 2005

Source: UNWTO (Adapted from Mintel 1, Travel and Tourism – Nigeria, May 2007)

 It is interesting that South Africa and Kenya are not in the top 10 arrivals in Nigeria though 70% of the international arrivals are from Africa. Europe has generated 17% (see APPENDIX 3) of the arrivals with Italy ranked as number one (Mintel 1, 2007). Furthermore, it is strange that Nigeria which was one of the colonies of Britain receives such a small share of British tourists. However, the various challenges faced in Nigeria may have influenced the number of arrivals or the promotion of tourism. Mintel 3 (2007) reveals that 50% of arrivals are business tourists and the rest are grouped as tourists arriving at festive periods such as Christmas and Ramadan celebrations.

TABLE 2: Purpose of visit of tourist arrivals, 2001 and 2005

Source: UNWTO

(Cited in Mintel 3, Travel and Tourism – Nigeria, May 2007)

It is evident therefore that leisure visitors are a small share of the total population of arrivals in the country. There are insufficient records to show the level of domestic arrivals as identified earlier as a common problem with the African tourism industry. There are also no statistics to reflect the level of brand loyalty in both hospitality and tourism as ‘brand loyalty is measured by repeated and referral custom’ (Pike, 2004; 75)

2.3.2   Outbound tourism

According to Swarbrooke and Horner, Africa is a receiver rather than a generator of tourists. However, there are trends that exist in outbound tourism. Tinapa research statistics (2005) reveal that Nigerians travel to countries such as UK, the USA, Dubai and South Africa and 10% of the working population are relatively wealthy and can travel and engage in leisure activities. This research also reveals the trend in the increase of outbound tourists from Nigeria during the summer months in 1999 and early 2000s.

TABLE 3: Air travel data- Outward bound Nigerian passengers

Year        June          July        August      September               Total

1999       30,156        20,326      19,567        21,023                      91,072

2000       28,346        15,623      16,524        21,467                      81,960

2001        26,215       17,072      16,524        21,467                      81,278

2002       31,598        33,254      42,284        45,155                     152,291

2003       39,890        39,315       51,591      50,244                      181,040

Source: Nigerian Immigration Service (Adapted from Tinapa Research Statistics, 2005)

Statistics in Focus: Economic and Finance (2007) reveals that Nigeria is the second African contributor to EU tourism after South Africa. Nigerians also participate in the pilgrimage to Mecca (Swarbrooke and Horner, 2007).Another trend in Nigerian outbound tourism which does not have ample documented records is the educational and health tourism. Euromonitor (2007; 51) also explains that despite the level of poverty, many Nigerians can still afford to travel abroad and is considered as a thing of status. Considering the low level employment and poverty, outbound tourism from Nigeria would probably consist of tourists of a certain social class excluding students, unemployed and elderly.  According to SA report 3 (2007), Nigerians that travel to South Africa range between ages of 25 to 55 years therefore supporting the nature of outbound tourists(SA report 3- South African Tourism Index Quarterly report Q3 2006; 28).

2.4       TOURISM SEGMENTS IN NIGERIA

Certain factors require consideration in order to understand the tourism business environment. These include factors such as accommodation, transportation, activities, crisis and security, partnerships and administration. Poor management of these factors can hinder the advancement of tourism in a destination. Being affected by globalisation, Nigeria comprises of several cities that are urbanised and advanced in many sectors (Euromonitor, 2007). Some of these cities include Lagos, Abuja, Port Harcourt and Kano this has led to urban migration resulting in overpopulation of some of these areas.

Abuja, the capital is located in the centre of the country and has the corporate headquarters of most organisations. It is fast growing developing city and the inhabitants consist of indigenes of all over the country who believe that the city belongs to any tribe and any religion. The standard of living is believed to be high as compared to other cities in the country. However, this does not seem to deter people from living and working there. The changing of the Country’s capital from Lagos to Abuja had resulted in many transactions being carried out between the two destinations as Lagos is still recognised as the business hub of the nation hence domestic business tourism is a thriving sector of tourism in the country.

• 2.4.1 Accommodation

Hotels play an important role in the hospitality and tourism industry. There are many categories of hotels in Nigeria ranging from the four star hotels to the traditional guest houses in Nigeria. Some recognised hotel chains in Nigeria include the South African hotel chain, Protea, Hilton, Sheraton, the French Le Meridien, and Eko Hotel(Mintel 5, 2007). There are also hotel chains such as Rockview, Chelsea, and Chida Hotels. However, these hotels are located in major cities only. Furthermore, there are resorts such as the Obudu cattle resort as well as Yankari resorts.

Despite the problems faced in the hotel industry like seasonality, the hotel industry appears to be thriving in the country as a result of the increase in the number of business activities and conferences carried out between different states in the country though Mintel argues that there is insufficient bed space (Mintel 5, 2007). Many organisations organise retreats, seminars and training for their staff in hotels thereby using the all inclusive facilities.

However, research shows that many of the hotels have good facilities and are recommended by some of the customers (Trip Advisor 1, 2 &3, 2007) and it is believed to be a successful business in Nigeria. However, such perceptions of tourists could be influenced by factors such as their taste, level of exposure and probably social status. Research points out that the Nigerian diasporas and illegal traders from neighbouring countries who make up the highest population of international arrivals do not make use of hotels in Nigeria therefore the average spending of tourists in Nigeria as well as the ‘number of foreign tourists is extremely small’ (Euromonitor, 2007; 51). Therefore international tourists are not a strong or reliable economic contributor to the hotel industry.

2.4.2   Transportation

Transportation is vital in tourism as travel and tourism are almost inseparable. Nigeria, like many other African countries has had its challenges in the transportation industry. According to Kenya Times, locals and tourists would not want to drive along Kenyans roads to enjoy its beauty due to the poor infrastructure (Sindiga, 1999).  EIU argues that a major problem faced in Nigerian tourism is poor transport infrastructure. It reported that road accidents are common, rail network is limited and air travel is problematic but probably safer than driving. Most means of transportation are privately managed but supervised by the government.

 According to Mintel 2, there are 69 airports in Nigeria with international airlines entering through Lagos, Abuja and Kano. Previously, Nigeria Airways founded in 1958 that was government owned was one of the few airlines that existed in the country flying both domestic and international routes. However, research shows that poor management of the airline resulted in its liquidation by the government in 2003. However, Virgin Atlantic took over its routes and holds 49& stake and the rest belong to Nigerian institutional investors. The new virgin Nigeria flies these routes and is now entering new routes. In the past 5 years, Nigeria recorded about 6 plane crashes that claimed the lives of hundreds of passengers who were both citizens and foreigners as seen in Mintel 2 and BBC 3 & 4.

Buses, coaches and taxis that dominate transport services are the cheapest and most prevalent form of transportation (Euromonitor 2007; 50). Ferries and canoes are used by people in the coastal areas. The most prominent intercity luxury buses are Ekene Dili Chukwu transport, ABC transport and Chisco Transport (Mintel 2, 2007). In 2006, a contract was signed between China Civil Engineering Construction Corporation and the Nigerian immediate past president to develop and refurbish the rail networks linking Lagos to Kano. Following the reputation of mismanagement and corruption in the country, the industry will only hope for this dream to be a sustainable accomplishment

Travel agencies are still being appreciated by Nigerians as the use of internet is still finding its way into the country (Euromonitor, 2007). Online payment is not reliable due to the level of corruption in the country and is considered a risk. These agencies provide tickets for international airlines and flights; most local airlines sell their tickets directly to the customers from their local outlets located mainly in hotels and at the airports and insist on cash payment.

2.4.3   Business

According to Swarbrooke and Horner (2007), business tourism does not only involve commercial travelling and transportation of goods to customers, it also involves ‘conferences where information is exchanged, lavish events to launch new products, survival weekends to motivate or reward staff and intensive training courses’ (pg 31). Industrialisation, globalisation and urbanisation are believed to have taken over most parts of the country. There is an increase in the number of Trans-National Companies (TNC) as well as domestic companies. Despite the high level of unemployment, business seems to be the norm in Nigeria.

Lagos, which is recognised as the business hub of Nigeria was deprived of its position as the capital of the country with one of the reasons believed to be as a result of overpopulation. Some TNC’s include Shell, Chevron, Mobil, Julius Berger, MTN, Celtel, Cadbury, and Nokia. The fastest moving industry is the telecommunications industry. With the licensing of mobile phones, many companies were given license to invest in the country.

The hotel and restaurant business is also thriving in the country with chains such as Sheraton, Hilton, Le Meridien and Rockview Hotels, and fast food chains and restaurants such as Mr Biggs which is subsidiary of the UACN Plc (Mr Biggs), Double Four, and Tantalizers amongst others. The traditional bukateria is well appreciated by the common Nigerian as they are cheap, informal and convenient. There are more traditional African restaurants available than other ethnic groups however; the fast food restaurants also provide traditional meals. Due to the hot and humid weather condition, tea drinking is not practised as a form of business but as part of breakfast; therefore there are no bars and cafes on the street as seen in some countries. However, there exist street tea sellers which are very common in the northern states popularly known as ‘Mai Shai’.

Shopping is also a lifestyle for some Nigerians. According to Euromonitor (2007; 41), ‘Expenditure on premium cosmetics was the fastest growing sector over the review period’.  Nigerians shop in bulk and in bits depending on the social class. There are petty shops on almost every street providing the basic necessities of life for customers unable to visit the market immediately. It is also common to see street hawkers on the streets selling almost anything especially in cities like Lagos. Some ethnic groups (the Ibos) provide apprenticeship for family members and friends after which they are funded to start their own business. The newest trend is the introduction of shopping malls, cinemas and leisure centres. Examples include the Palms in Lagos (Euromonitor, 2007; 39), Silverbird Galleria shopping mall, Grand Square in Abuja and other facilities scattered all around major cities in the country.

Transportation is also a thriving business in Nigeria, despite its shortcomings, as Nigerians like to travel for occasions, business and to visit friends and family. Generally, ‘consumers spend considerable amounts of their income on leisure in spite of worsening economic conditions’ (Euromonitor, 2007; 40).

Another prevalent business trend in Nigeria is the Media for example Siverbird TVand Radio (Silverbird group 2007). There are many other radio and TV stations with a thriving music and movie making industry (Nollywood 2007 & BBC Radio). Nigerians have not only become musicians and movie stars but also invite pop starts from all over the world to perform in the country (Boxxet, 2007). The immediate past Governor of Cross River State succeeded in turning Calabar into a business hub during his tenure and is currently on a project of completing the African Business resort in Calabar called Tinapa as mentioned at the beginning of this chapter.

2.4.4   Activities

In Germany, travellers ask agencies more for travel activities than destinations (Pike, 2004). This implies that activities are important strategies to attract tourists to a destination. A tourist having planned a trip and has spent money on transportation, accommodation and time would expect value for money. Pine and Gilmore explore on the four realms of experience across two bi-polar constructs known as customer participation (ranging from active to passive) and customer connection (ranging from absorption to immersion) with the four realms being sorted out as education, entertainment, escapist and esthetic (Williams, 2006). Nigeria is rich in culture, wildlife, national parks, beaches and history (NTDC 1) but research reveals that it is not explicitly clear what sorts of activities or experiences are available for the tourists to participate in. However, a list of year round activities was compiled as seen in IMDIVERSITY report (see APPENDIX 4) and some other attractions are explored on the Afro Cuba web (2007)

Euromonitor 2, (2007) highlights from research that the basically home entertainment and leisure activities for Nigerians include grocery shopping, watching TV, street football, travelling, and visiting friends and relatives. Other activities are business and religious related. It is apparent then that there is little to do for a foreign tourist. Activities as overseas travelling, cinema, use of leisure centres, and shopping for personal and home improvement are for the middle class and high income earners. This population is however small as the highest population of Nigerians are unemployed and cannot afford such luxuries. Nigeria also has zoos, museums and wildlife but there is little or no documentations of its existence or utilization. According to this Mintel research, ‘overall, it is estimated that there were around 20,000 leisure/holiday tourists visiting Nigeria in 2005, or about 2% of all tourist arrivals in the country’ . However, South Africa statistics(SA report 3, 2006; 49)  reveals that tourists activities carried out by Nigerians in order of their ranking include 96.7% shopping, 94.8% nightlife, 43.6% cultural and historical heritage, 31.6% social, 30.2% visiting natural attractions, 18.6% wildlife and insignificant interest in beaches. This reveals certain interests in the consumer behaviour of Nigerian tourists.

• 2.5 CRISES

The image of Nigeria globally is either unknown or else negative (TPL, 1991; 84). There are existing reports of Nigeria’s reputation in crime, kidnaps, corruption, and political instability as seen in various reports provided by various research sources. With the recent trends in natural disasters, terrorism and violence, it is evident that there is no safe place in the world and each destination has its issues to manage. Security is an important factor amidst others which is highly considered by tourists. According to Beirman (2003; 6), ‘major determinant in a traveller’s decision to visit a destination is the perception of safety and security’.

Corruption is one of the problems in Nigeria. This corruption is believed to begin from the Nigerian borders with the immigrations and customs officials. Going by official regulations, tourist should not offer tips for services rendered at ports of entry in Nigeria (Olumide-Faoseke, 1997), but research reveals that some Nigerians demand for some form of tips at borders (Lonely Planet 1, 2007).  Another issue is the poorly maintained infrastructure which is obviously a general problem in Africa. Sindiga argues that the road network in Kenya is so bad that it makes travelling unpleasant due to personal discomfort, high probability of road accidents and enormous time spent in travelling (Dieke, 2000).

There are sources discouraging tourists from going to Nigeria due to its issues with crime corruption, crime and security (Lonely Planet 1, 2007). An analyst, Paul Clammer in lonely planet (Lonely Planet 2, 2007) provided stories of his adventure in Nigeria with emphasis that the country was not as bad as reporters had made it to be. However, these issues have undoubtedly carved a negative image for the country that would require proper management strategies to erase. The formation of image has been described by Reynolds (1965,p. 69) as the development of a mental construct based upon a few impressions chosen from a flood of information; which in destinations may include information from sources such as promotions, opinions, media reporting and popular culture (Govers et al, 2007). One of the conclusions of their research proved that media is the most important source of information.

2.5.1 Global Tourism Crises

‘Any destination is potentially vulnerable to one or more threats to destination safety and market perception; consequently, it is imperative for all destination authority to prepare and develop contingency plans to respond to varying levels of threats’ (Bierman, 2003; 6). Research shows that many destinations have had their own share with crises and are still battling to restore or recover from these crises. Examples include:

• USA September 11th 2001 terrorism attack (Beirman, 2000)
• December 2004 Indian Ocean tsunami affecting India, Malaysia, Thailand amonget others (UNICEF, 2007)
• Thailand Tsunami(Thailand tsunami 2007)
• Hurricane Katrina 2005 (BBC News, 2007)
• UK bombings and killings (BBC News UK, 2007 & BBC News 1, 2007)
• South Africa- crime and violence (Beirman 2000 & BBC News Talking Point, 2003)
• Floods in the UK (BBC News UK 5, 2007)
• Hurricane Dean (BBC News World Americas, 2007)

However, this does not appear tourists from participating in tourism activities. Recent terrorist’s attempts, attacks and stabbings in the UK have not affected London’s image and identity as a tourist’s destination. However, it probably would if these threats continue and if the crises are not well managed. Furthermore, no destination is completely immune to crises and it is stated that a disaster in a particular destination can also affect other destinations (Beirman, 2000).

2.5.2   Nigerian Crises

Nigeria, as mentioned earlier also has some records of security crises; however, the list below reveals that most of the problems are self imposed by the Nigerian people. Some of challenges faced in the country include

• Plane crashes (BBC News 3, 2005 & BBC News 4, )
• Unsafe roads (Mintel 2, 2007)
• Waterway robbery (Eugene Agha, 2007)
• Bribery at border points (Lonely Planet 1, 2007). 
• Mismanaged tourism facilities (Mintel 4, 2007)
• unstable political environment (Mintel 4, 2007)
• religious and intertribal wars (Lonely Planet 3, 2007)
• Kidnappings in Nigeria (BBC UK, 2007 and BBC News Africa, 2007)

Despite the above mentioned crises, the Director General NTDC still argues that ‘Nigeria is a very safe destination’ (Emerging Market, 2007).

• 2.6 DESTINATION MARKETING ORGANISATIONS

The world is too large for every destination to be easily known. As products require proper marketing to create awareness and increase sales; so do destinations in order to reach the global market. It is even more challenging for a new destination attempting to enter the tourism market. Tourism management requires experience and appropriate decision making for sustainability. According to Pike (2004; 14), Destination Marketing Organisation is ‘any organisation at any level, which is responsible for the marketing of an identifiable destination. This therefore excludes separate government departments that are responsible for planning and policy’.

There is so much competition and similarities with different destinations and marketing these destinations require appropriate strategies to gain competitive advantage. These strategies may include partnerships, distinctive marketing, adequate investment and use of appropriate media tools. ‘One of the major roles of the DMO is to develop a cohesive approach among stakeholders to enhance destination competitiveness’ (Pike, 2004; 46). DMOs represent a large and diverse range of destination attributes such as the natural features, airlines, tour wholesalers, travel agencies, the people, not for profit and profit making segments (Pike, 2004).

The official marketer of Nigerian tourism is the Nigerian Tourism Development Corporation (NTDC). Its vision is to develop leisure lifestyle in Nigerian adults and also to encourage the youth to be involved in tourism (NTDC 2). This is being implemented through aggressive marketing and promotion of tourist attractions in each state of the country and beginning youth tourism clubs in schools.

The tourism industry consists of several stakeholders and coordinating activities could be challenging. Disputes over public and private sectors are common in such complex organisations. Pike (2004; 2) argues that ‘private sector managers must understand that the principles guiding public sector managers, such as DMOS, are often quite different to their own, and that by understanding these they will be able to work more effectively work with them’. However, it is believed that private sector is better in management than the public sector. There are many hospitality and tourism organisations in Nigeria but research reveals that most of these organisations belong to the public sector. This may be the reason for the slow growth of the hospitality and tourism industry in Nigeria. Apart from the Nigerian Tourism Development Corporation, other tourism organisations include

• National Council for Museum and Monuments (NCMM)
• Presidential Council on Tourism (PCT)
• State Tourists Boards (STB)
• National Institute for Hospitality and Tourism (NIHOTOURS)
• Federation of Tourism Associations in Nigeria (FTAN)
• Hotel Owners Forum Association
• Federation of West and Central African Travel and Tourism Associations (FISAVET)

It is important to recognise that partnerships in industries as this do not lie with tourism and hospitality related organisations. It encompasses other industries in order for it to be effective. These could include transport, electricity and water; ‘unfortunately, the success of tourism depends a lot on ministries that are not under his control’ (Babatunde, Jimoh 3 2007). Nigeria’s image deeply affects its tourism potentials therefore, it is important for related bodies to work as a team to promote Nigeria as a destination. The strength of the partnership that exists between these organisations is uncertain. This should be measured and developed as ‘one of the leadership challenges for DMOs is to identify destination images of mutual value to stakeholders and travellers, and then foster a consistency of message’ (Pike, 2004; 47).

• 2.7 CONSUMER PSYCHOLOGY

It is erroneous to assume that people from similar ethnic groups or nationalities possess similar behavioural pattern or lifestyle. Though Nigeria comprises of a variety of ethnic groups, behaviours could be as a result of both external and internal influences. These may be social, psychological, hereditary, financial or religious influences. The hospitality and tourism industry being basically a service industry involves direct communication with its customers. Therefore understanding these behavioural patterns is vital in market segmentation for both domestic and international marketing.

Swarbrooke and Horner (2007) point out that, motivations could be hindered or influenced by determinants. These motivating factors in tourism could be factors which could motivate a person to take a holiday and another is those that motivate a person to take a particular type holiday to a specific destination at a particular time. Therefore there are certain factors which stimulate or kindle a desire to travel or participate in a leisure activity. Alternatively, determinants could be ‘those factors which determine whether or not someone will be able to take a holiday or not’ or ‘those factors which determine the type of trip, if the first set of determinants allow a holiday to be taken’ (Swarbroke and Horner, 2007; 62). There are also personal and external determinants that could influence tourists behaviour (See Appendix 4 and 5). This means that there may be a desire to travel or participate in a leisure activity; however, some other factors will actually determine the feasibilities of these activities.

 Kim (2007) provides some push and pull factors of tourists motivation. Examples of push factor include fun, relax, family togetherness, escape, education, scenery, connection and thrill, friends. The examples of pull factors are accessibility, beach and sun, natural environment, attractions, family oriented and sports. These are examples of tourist’s motivators which could form a basis for market segmentation depending on what the destination has available.

Swarbrooke and Horner further divided the factors that influence holiday decision making into personal and external factors to the tourist (Appendix 6). The level of unemployment is Nigeria is high as well as the population of people of low disposable income. This has restricted most Nigerians to a lifestyle of low spending on the basic necessities regardless of their needs and wants. However, it is important to note that there are still Nigerians belonging to the middle and upper class that can afford to take holidays and trips (Euromonitor, 2007).

Another issue that affects the behavioural pattern of Nigerians is religion and tradition. Religion is highly practised in Nigeria. The two main religions are Islamic and the Christianity religion. The principles guiding these religions and the ethnic traditions do not allow Nigerians to be as impulsive as the western world is. For example, smoking is not generally accepted amongst women, in some tribes, being fat is a sign of welfare and abundance, therefore no need for exercises (Euromonitor, 2007). However, there are Nigerians who are indifferent and have little or not regards for culture and religion are more impulsive. Furthermore those that can afford to spend money on leisure facilities, holidays, shopping participate in such activities.

Finally, understanding the consumer behaviours of tourists is a strong strategy for suitable market segmentation. According to Swarbrooke and Horner (2007; 94), ‘psychographic segmentation technique is based on the idea that the lifestyles, attitudes, opinions and personalities of people determine their behaviour as consumers’.

2.8       RELATIONSHIP MARKETING IN HOSPITALITY AND TOURISM INDUSTRY

The increasing competition amongst various industries has prompted various organisations to develop strategies to encourage customer loyalty as well as reduce operational cost. One of these is relationship marketing. ‘Relationship Marketing emphasises building stronger relationships between the organisation and its stakeholder markets’ (Christopher et al, 2002, 79). In this context, the stakeholders will include the tourists, hospitality and tourism organisations and employees, the locals, the catering and service suppliers, shareholders in the industry amongst others. This implies that apart from customer satisfaction, good leadership and relationship are required for an industry to be successful. According to Rousaki and Lockwood (2006), managing and leading people are skills that go together and also involve acknowledging and rewarding people, assessing and recognising their potentials, delegating work and responsibilities.  Furthermore, they proposed that many organisations are realising that the ability to interact well with the people, satisfy their emotional needs, motivate and inspire them can lead to higher performance.

It is believed that it is easier to convince an existing customer than a new one to purchase a product or service. Destinations comprise of a variety of products, services and experiences. Tourists are surrounded with a variety of similar and unique options to choose from hence, there is great challenge to maintain customer loyalty. Brand loyalty is measured by repeated and referral custom (Pike, 2004). There are no statistics available to identify the number of repeater visitors (excluding VFR segment) in the tourism industry.

Sindiga highlights some relationship marketing activities practised in the country in order to encourage domestic tourism in Kenya. These include some hotels and lodges offering low rates to residents, discounted fairs by Kenyan railways though it covers a small area and it is still not affordable by some Kenyans. Others include low entrance fees for locals into national parks and reserves. These may promote domestic tourism but some international tourists may consider these as some sort of racism and may feel exploited.

Relationship marketing is essential to achieve sustainability as well as increase sales in any organisation and its level of awareness in Nigeria is ambiguous. Due to the level of unemployment in the country and the population in the country, it will not be strange to observe many organisations exploit their employees knowing that the employees may not have many job options and may be willing to settle for whatever the employers offer. This could depend on the type of organisation and the qualifications of the employee. Furthermore, this could also be applied to product and service suppliers and other stakeholders. However, it is expected for the customers to be the main focus in marketing

In Nigeria, data on relationship marketing will be discussed in chapter 4 as in involves an exploratory search on activities of individual organisations which is one of the methods of analysis of this research

2.9       CONCLUSION

It is obvious that Nigeria could participate in the competitive industry; however, it is highly affected by its image and the level of poverty which could be the reason for the high level of crime and corruption. Tourism involves money, security and adventure; these are some of the factors not generally identified in Nigeria. The personal income of the average Nigerian in believed to be low hence, compelling Nigerians ‘to spend a large proportion of their income on the most basic items’ (Euromonitor, 2007; 30). According to the survey carried out by Federal Office of Statistics, ‘80% of employed Nigerians would like to change their jobs because of low income and 11% would like to change their jobs because of excessive work hours. This is an indication that most employees are underpaid and overworked’ (Euromonitor, 2007; 21). Unfortunately, time and disposable income are two major factors required in the hospitality and tourism industry.

Action research approach would have also been suitable for this research however; the researcher is not part of the tourism organisations and may be limited in effecting any changes in these organisations. According to Lancaster (2005), action research focuses on developing broader theoretical knowledge and addressing practical problems (Lancaster, 2005). Descombe defines action research as an approach that is characterised by practical issues, change, cyclic and involves participation. Interested organisations may consider analysing or implementing some of the recommendations at the end of this research.

3.1       DATA COLLECTION

The literature review revealed the extent to which the current hospitality and tourism environment of Nigeria is blurred despite several prior attempts to promote it. Although secondary research serves as a prelude to primary research (Lancaster), detailed data on domestic tourism activities carried out were not sufficient Due to the indistinct data nature of the research, it is imperative that triangulation is implemented through the use of two or more methods (Descombe, 2005) to perform the research in order to improve the validity of the results and obtain reliable data on which accurate conclusions can be made. As mentioned earlier in chapter one, the choice of methods used in this research could be influenced by factors such as proximity, time, budget, accessibility and availability of secondary data. These methods include questionnaires, telephone interviews, semi-structured interviews and face-to-face interviews. It also involved the analysis of certain tourism activities in the destination. Focus group would have been particularly useful to explore the attitudes, perceptions and feelings of a topic and like group interviews in general may also reveal data and insights limited by individual interviews (Descombe, 2003).

Firstly, secondary data and information was gathered in order to acquire a better understanding of the research to be done. All data collection begins ‘with the identification of the problems or issues to be addressed by the research/consultancy and the information required to do this’ (Lancaster, 2005; 69). Lancaster further explained that secondary data are used to identify the problem and to set objectives, to develop an approach to the problem, to formulate the appropriate research design, to answer certain research questions and finally to help interpret primary data. Another source was through conversational discussions with Nigerians in the United Kingdom. This source revealed practical issues related to the research question.

The internet research utilised techniques such as questionnaires which were attached to emails, data gathering from online Nigerian newspapers, e-journals, Google search engine and the NTDC website. This was cheaper, saved time and reduced the risk of travelling to these locations. Other advantages of internet research according to Descombe, include data accuracy and acceptability by respondents. However, he argued that some disadvantages of internet research include lack of quality control and bias samples.

The NTDC website evaluation would have provided another basis for analysis; however, this rationale of this research is focused on the potentials of Nigeria as a destination but would recommend further analysis on the website. According to Cronin (2003), website evaluation promises strategic benefits such as customer retention, positive return on investment, and leadership within the competition (Park and Gretzel, 2007)

3.2       RESEARCH SAMPLES

According to Bryman & Cramer (1999; 4), ‘it is rarely possible to contact all units in a population, so that a sample invariably has to be selected’. This sample must be a relevant representative the wider population. In this research, the samples comprised of a Nigerian hotel agent, a Nigerian tour agent, a foreign tourist and finally 100 Nigerians from a various ethnic groups and status. The samples were chosen according to purpose of the objectives and this will be discussed below.

This research used the probability sampling techniques described by Descombe as the techniques ‘based on the idea that the people or events that are chosen as the sample are chosen because the researcher has some notion of the probability that these will be representative cross-section of people and events in the whole population being studied’ (2003; 12). Due to its nature, the research will require the use of qualitative and quantitative data.  The quantitative data collection utilised questionnaires comprising of two sections. The first section consists of open and closed ended questions and the second section consists of semi structured interview questions.

Furthermore, choosing the sample was not a matter of strict random selection but on accessibility. The quota sampling is a technique which involves establishing categories considered vital for inclusion in the sample (Descombe, 2003). Descombe argued that in a technique such as this, the numbers needed in each category in order to be in proportion with the wider population can turn out to be quite small for statistical analysis; however, the smaller the size, the simpler the analysis

3.3       TELEPHONE INTERVIEWS

The qualitative data collection basically, is in an attempt to understand the consumer behaviour of the domestic tourism market in Nigeria and the factors that influence these behaviours. Qualitative data is concerned with meanings and the ways people understand things as well as patterns of behaviours (Descombe, 2003). This involved telephone interviews from different sectors of the hospitality and tourism industry, face-to-face interview with a foreign tourist, as well as the second section of the questionnaire which consisted of semi structured interview questions providing an opportunity for the respondents to share their views on certain issues with little or no influence from the interviewer.

The telephone interviewees were contacted via email and telephone to explain the details of the research as well as book appointments for the preferable date and time for the telephone interviews. The telephone interviewees included a Nigerian hotel agent and a Nigerian tour agent. It is possible that an in-depth face to face interview with these interviewees and a focus group with representatives of the different segments of the hospitality and tourism industry would have yielded richer results as it would have provided an opportunity to discuss more elaborately, vital issues affecting the research topic; however, this was impossible due proximity and budgetary factors. According to Descombe, telephone interviews are cheaper and quicker than face-to-face interviews and there is the prospect of contacting a representative sample when conducting the interview by telephone.

3.4       QUESTIONNAIRES

In order to identify and measure the degree of certain vital attributes that influence the consumer behaviour of these residents, questionnaires were constructed. According to Lancaster( 2005), questioning is the most flexible approach to all research methods and the use of questionnaire enables one to cover a wider population of respondents, although it is limited in providing in-depth information and its reply is not easily executed (Descombe, 2003). Gathering secondary data revealed certain issues considered important and relevant in the research. These issues served as basis around which the questionnaire was constructed upon. A pilot study was carried out it enhance validity of the questionnaire by distributing the questionnaire to five (5) people via the email in order to evaluate its objective and answering process (See Appendix 7). These respondents answered the questionnaire online and returned it within a week and offered some suggestions.

The pilot study revealed the need to focus on relevant questions required for the objectives in order to make it as brief and focused as possible. The final questionnaire had a brief introduction explaining the purpose of the research, suggested ways to answer the questions and ways to return the questionnaire (See Appendix 8). Questionnaires were administered via email to Nigerians residing in five (5) cities in Nigeria due to insufficient budget and time resources. These cities are believed to be affected by urban migration and development hence accommodates people from various ethnic groups, beliefs, social status and religion (Euromonitor, 2007).

3.5       FACE TO FACE INTERVIEW

A face to face interview was conducted with a European tourist, Thomas Czub; who has visited many African countries including Nigeria, South Africa, Kenya and Botswana as well as many western countries. This source provided a different perception of the Nigerian hospitality and tourism industry from a foreigner and a hint of the perception of Nigeria from the western world. However, though the tourist had done a broad research on Nigeria before taking the trip, the tourist visited one city, Abuja therefore making the interview slightly rigid as most judgement would be based mostly on the experience in Abuja and the knowledge gained from media sources. Field notes were used during the interview and approval was obtained to disclose his personal details.

3.6       EXPLORATORY CONTENT ANALYSIS

An exploratory content analysis of secondary data and documentary research was also used for analysis in this research. It involved SWOT analysis of the current tourism environment in the country, some relationship marketing strategies and the prices of existing hospitality and tourism activities in Nigeria. Data were obtained primarily from secondary sources. Generally, online sources provided bulk of the information as recent books about Nigerian tourism industry were not accessible due to the insufficient research carried out on the Nigerian tourism industry and proximity to research site. Descombe proposes that documentary research provides positive access to data, it is cost effective and there is permanence of data although the credibility of some sources could be questioned.

3.7       RESEARCH METHODOLOGY ACCORDING TO OBJECTIVES

3.7.1   Objective 1: Identifying the challenges faced in the Nigerian hospitality and tourism industry.

As discussed in the literature review, Nigeria claims to be a tourism destination and has made several attempts to develop its tourism industry. To understand the challenges faced by this industry, several steps were taken towards gathering relevant information. Firstly, it involved the use of Google search engine for relevant topics and existing literature from books to provide a foundation of the data collection process. Conversational interviews with Nigerians in the United Kingdom were also useful sources that highlighted the key issues or areas to concentrate on in constructing the questionnaire.

As mentioned earlier, the questionnaires which had open ended, close ended and structured interview questions were administered via email. Respondents were residents of five different cities with high potentials of economic or tourism activities. The cities include Lagos, Abuja, Calabar, Port Harcourt and Jos. This was to accommodate a wide range of ethnic groups able to represent the Nigerian population. Furthermore, these are people who have some knowledge of tourism and reside in places affected by urban migration and would probably originate from a variety of culture, religion and social class; hence, possess a wider knowledge of socioeconomic activities in the country and would be able to share reasonable views on tourism activities. However, these views could be made based on assumptions as the hospitality and tourism industries are seemingly unrecognised and emerging.

Telephone interviews were also organised with a tour agent and a hotel agent. These sources provided more practical issues. These interviews were conducted on different dates for convenience of the interviewees. Firstly, the interviewees were contacted via email to book an appointment. The email also highlighted the key areas that would be discussed during the interview. The interview with the hotel agent, the Sales and Marketing Director of Bolingo Hotel, Abuja, Mr Adamu Ahmed, could be considered unbiased as a rapport had already existed between the interviewer and the interviewee. Furthermore, Mr. Adamu Ahmed had no problems with his identity being disclosed and was willing to contribute to the research. The tour agent, Mr Imo Felix, a Director of Timeina tours argued that being an emerging industry, there is some extent of challenge as a result of the low level of awareness; however, it is expected that the tourism industry was thrive in the country. Also, Mr Imo Felix was willing to discuss about the research and approved of his identity to be revealed.

3.7.2   Objective 2: To determine the strongest tourism segment in Nigeria for domestic and international markets

Literature review sources such as Euromonitor and Mintel provided details about tourism activities that previously exist in Nigeria such as shopping, VFR, watching TV and football. The highest population of international arrivals are Nigerian Diasporas (VFR), illegal traders and refugees from neighbouring countries. Another segment was foreigners that came in basically for professional or business purposes (Mintel 1, 2007).   These were some examples of tourism segments used for the questionnaire.

It is interesting however to note that despite the long list of national parks and known to exist in Nigeria, adventure and cultural tourism in still not recognised as much as business tourism is from the literature available. A statistical data of tourism related events and variables would have provided a more detailed list of tourism segments in the Nigerian hospitality and tourism industry however; after several attempts, this was impossible to obtain from the NTDC office.

3.7.3   Objective 3: To determine the factors that influences the choices and behaviours of Nigerians regarding tourism activities.

To achieve this objective, questionnaires were administered to respondents in Nigeria and a face-to-face interview was conducted with a European tourist. Questionnaires enable the researcher to question a large number of respondents in order to achieve a wider coverage resulting in a valid and reliable data (Lancaster, 2005). The questionnaires were distributed to people with different social classes and ethnic groups. The questionnaire commenced with a brief introduction on its objectives and some guidelines as to how it could be filled. It consisted of two sections of closed ended and open ended questions. Furthermore, a brief face – to-face interview with a European tourist who has visited many countries including Nigeria was conducted in order to obtain a visitor’s view on some tourism activities.

Analysing the consumer behaviour and perceptions of the domestic market revealed reasons for the current state of the hospitality and tourism industry and this was achieved through motivators and determinants. These motivators and determinants according to Swarbrooke and Horner (2007) were used to determine the factors that influence their choices and behaviours and will be explored in chapter 4. Another strategy would have involved interviewing domestic tourists at certain sites such as airports, bus stations, shrines or the national parks in order to get a view of the choices and behaviours as well as provide more practical evidence but this was not possible due to proximity, budget and time availability.

3.7.4   Objective 4: Analysing the current tourism environment in Nigeria in order to contribute and make possible recommendations that could be used to gain competitive advantage in African tourism

This was achieved through the use of exploratory research from secondary data.  Although it is rare for secondary data alone to provide all the answers, it can and often does resolve certain research questions and may in some cases be used to refute some hypothesis (Lancaster, 2005). This technique capitalised on several strategies such as a SWOT analysis, an exploratory analysis of the cost of certain tourism activities such as airfares, bus fares, cinema tickets, and hotel room rates. It also identified some relationship marketing strategies carried out by different hospitality and tourism sectors that could help promote tourism domestically and internationally.

An in-depth case study research on the official tourism organisation, Nigerian Tourism Development Corporation and other tourism related organisations would have provided substantial information of the challenges underpinning the inability to properly market the country as a destination over the past ten years. This would have involved internal research on the organisation management system; however, this is not feasible due to time, budget and accessibility constraints. Further investigations in this sector are also recommended.

3.8       METHODOLOGY CHALLENGES

Distribution of questionnaires was undemanding though its collection was delayed as it required repeated reminders for certain respondents. Furthermore, considering the level of unemployment and the low accessibility of Nigerians to internet facilities, the questionnaire was only available for internet privileged Nigerians of different classes. This also resulted in unequal proportions of respondent which could probably influence the results of the quantitative analysis. Though there were few cases of errors during transmission of the emails and resulted in resending the questionnaires, it was the easiest way to cover a large group of respondent irrespective of their social class, location, distance and time. However, due to the average level of computer literacy in Nigeria, some respondents were unable to answer and return the questionnaire online; hence 50% of the respondents printed out the questionnaire, filled it and posted it back. This resulted in few delays in carrying out the analysis.

Finally, the challenge faced with structured interview questions in the questionnaire was the inability to explore on the relevant research topics as a better understanding of the answers provided could not be achieved. However, the interviewees were rather precise in the answers therefore assisting in easier content analysis. Generally, there were no problems with the telephone interviews as proper preparations were made and the questions were direct and a concluding statement was agreed on for each question. Furthermore, there was a willingness to participate in the research as tourism is perceived by many as an emerging market in Nigeria and a good rapport already existed between the interviewer and the interviewees. There were no challenges with the face to face interview conducted with the European tourist as there was no use of recorder hence, no need for transcription. Field notes were used during the interview process and a copy of the documentation was sent to the interviewee prior to completing the research.

Finally, structured interview questions were sent via email to the NTDC official following various attempts to conduct telephone interviews with the Director General NTDC. As explained earlier, this was not feasible due to the current change in leadership and the strategic marketing activities involved in which will be discussed in chapter 4. As a result of the organisational structure, it response was delayed and there was no opportunity to explore related tourism issues.

4.1       Objective 1: To identify the challenges faced by the hospitality and Tourism Industry

The aforementioned objective was achieved through the use of questionnaires and telephone interviews following reorganisation and classification of secondary data and identifying the various challenges believed to exist in the country.

·                    From the questionnaire, some of the challenges identified by the respondents include security, poor infrastructure, corruption, political instability, poor management, insufficient marketing, inadequate funding, poor attitude of tourism employees, high prices of activities and corruption. Interestingly, some other factors such as inadequate enlightenment, lack of facilities, weather conditions such as effects of global warming, lack of emergency medical services, terrorism and exploitation of endangered species were also identified by some respondents.

Figure 1: The challenges of tourism in Nigeria

• The questionnaire revealed that the domestic market considers the greatest challenge in the Nigerian hospitality and tourism industry to be security. This was followed by poor management and maintenance, corruption, inadequate funding, poor marketing, high prices and poorly trained staff consecutively. Approximately 80% of the respondents agree that security is the major challenge compared to the other variables identified in this research. Interestingly, the least challenge was poorly trained staff demonstrating that either the domestic market is not keen on excellent customer services or they have little knowledge of the responsibilities of hospitality or tourism staff.

TABLE 4: Challenges of tourism in Nigeria and their rankings

• The telephone interview with the hotel agent revealed that the highest challenge in the hospitality industry is competition with all classes of hotels and guest houses.  Another challenge identified by the agent was the issue of haggling over prices with customers. However, it is interesting that the average room occupancy is 70% and a good conference market. The agent emphasized that security has not been an issue in the industry.

• The telephone interview with the tour agent- Mr. Felix reveals that the greatest challenge has been with the overall security conditions in the country. Nigerians commute for very important reasons such as occasions, business or education and acknowledge the risks involved though no choices are available. Also commuters argue that travelling is expensive and so are hotel rates with guest houses ranging from £40. Another challenge has been the lack of publicity of attractions existing in the country. Sightseeing is a niche market which requires ample publicity as there are many attractions not discovered by many Nigerians. In conclusion, the respondent argued that the tour industry is presently almost not existent; however, the recent developments in the industry could boost activities and provide employment as well as revenue for the country

DISCUSSION

The result demonstrates that security is the greatest challenge for the industry despite the fact that the Director General NTDC suggests otherwise. Its image as an unsafe destination and poor maintenance culture is being confirmed by the domestic market as well. This perception is also shared by the tour agent; however, the hotel agent argues that the in the hotel industry, competition between the several classes of hotels is the greatest challenge and security is not a challenge as most basic needs of the customers are provided within the hotel premises. This implies that within the hotel, tourists could probably enjoy better security. As mentioned earlier, certain measures are being taken to protect tourists in the country; however, some of these measures could even make the tourists more vulnerable to danger. For example, the tourism friendly taxis introduced by the NTDC could make the tourist easier to identify and probably attacked by other criminals such as armed robbers. However, it is commendable that attempts are being made to reduce the security threats within the country.

4.2             Objective 2:  To identify the strongest tourism segment in Nigeria

Similar to objective one, questionnaires and telephone interviews were used to gather primary data. Some of the segments identified by respondents include business, wildlife and nature, occasions, VFR, shopping, sightseeing, beaches and heritage. Some other interesting segments suggested include sports and educational tourism

• The questionnaire results revealed that the strongest segment is was occasions which include weddings, funerals and religious activities. The second strongest segment is wildlife and nature followed by business, heritage, beaches and VFR, shopping, sightseeing consecutively.

Figure 2: Rankings of the existing tourism segments in Nigeria

However, it is evident that the differences in these results are relatively small implying that there is a general demand for most of these tourism activities. This supports the argument of the NTDC which claims that Nigeria has many products to offer the tourism industry. However, it is necessary to acknowledge that these are the already existing segments in the country.

TABLE 5: Nigerian tourism segments and the rankings

Furthermore, the questionnaire also provided the level of awareness of some tourist attractions as shown below. 30 out the 100 respondents made no comments

TABLE 6: Recognised tourist attractions in Nigeria

This questionnaire revealed that the most visited and recommended are Obudu cattle ranch, Yankari game reserve, Olumo rock, Zuma rock and the Palms. This implies that though there are many attractions, there are generally recognised. It is also interesting that there were examples of zoos or museums.

• According to the hotel agent, the strongest segment is the business and conference segment. These include international and domestic airlines, NGOs, Governmental organisations, Private sector and very little leisure customers. Some leisure clients could be honeymooners offered special gifts for utilising the conference halls.

• The tour agent concurred with the hotel agent on the strongest segment being business tourists. People on business trips can afford to become leisure tourists at the end of the day. They are willing to discover new cuisine, lifestyle and culture as well as participate in sightseeing. This supports Swarbrooke and Horner(2007) argument about business tourists that become leisure tourists  and can afford to spend more money on trips (the differences between business and leisure tourists is found in appendix 8). It is interesting however, that a country rich in culture, nature and wildlife is not recognised by private organisations for such tourism activities.

DISCUSSION

Although, these results reveal that Nigeria has a couple of thriving tourism segments. These perceptions may however be different if certain segments such as skiing, hedonistic tourism, theatre, music, continental cuisine, sports and hiking were included in the research. Although the Nigerians consider occasions to be the strongest segment, the tour and hotel agents argue that business is the strongest segment in Nigeria. This confirms that mainly business tourists can afford proper hotel and tour services and common Nigerians would choose other alternative if available; for example, staying with friends and family or not participating at all in tours.

4.3             Objective 3: To determine the factors that influence the choices and behaviours of Nigerian regarding tourism

According to literature, the motivators relevant in this research include adventure, sightseeing, shopping, VFR, occasions, business and personal development and the determinants include disposable income, proximity, available time, security and activities.

• To achieve this objective, questionnaires were administered to Nigerians and the results revealed that the commonest motivator is adventure with 59% of the respondents. VFR is next followed by business and sightseeing which share equal proportions and subsequently, personal development and occasions

Figure 3: The common motivators for Nigerian tourists

• 71% of the respondents consider disposable income to be the highest determinant for participating in travel or tourism activities. This was followed by available time, activities, and finally proximity and security which share equal proportions.

Figure 4: The common determinants of Nigerians in Tourism

DISCUSSIONS

Furthermore, having adventure as the highest motivator for travel, there is a demand for adventurous activities and there seems to be limited supply of such. The low disposable income effect also reflects on shopping as a motivator. Nigerians do not consider it a motivator for travelling within the country. It is also interesting that occasions is not a strong motivator; this could mean that Nigerians consider attending occasions as an obligation and not an avenue for leisure or tourism.

These results reveal that though security is a major challenge for the hospitality and tourism industry; it is not a major determinant for Nigerians. It also reveals that many Nigerians cannot afford to participate in these activities due to low disposable income and probably insufficient time which was the next major determinant. Hence, it could be concluded that Nigerians are occupied with many activities however, cannot afford to travel or take tours.

• An interview with a European that visited Abuja, Nigeria last year provided some clues into some possible consumer behaviours and perception. The tourist who has visited other African countries such as Botswana, Kenya, South Africa as well as other continents pointed out that Nigeria was an expensive destination with relatively poor products and services. The tourist lodged in both Rockview Hotel and Transcorp Hilton and argued that Rockview which is cheaper offered better services than Transcorp Hilton which is of higher class. The tourist’s special interest however, was in the unique plants, flowers and insects scattered around the city. Security was not an issue though there was an encounter with some military officials over taking snap shots of certain buildings. Another experience was with the customs and immigrations officials at the airports who indirectly requested for money as highlighted by another tourist (Lonely Planet 1, 2007).

DISCUSSION

This reveals that smaller hotels could possibly offer better services than the known brands and it also proposes an argument that Nigerian hotels are expensive and offer poor services. It is interesting to note that if a European tourist considers the country expensive when compared to other countries in Africa and beyond, tourism activities would hardly be affordable by common Nigerians who make up the domestic tourism market. It also revealed a potential niche market for plants, flowers and insects. The encounter with the border officials also reveals that corruption is still the norm for many officials. However, the tourist concluded that the whole experience was unique and interesting

This utilised the SWOT analysis of the Nigerian hospitality and tourism industry as well as some of the activities carried out. This highlighted issues affecting the dormant domestic and international market. It also sought to explore on some activities observed to be carried out by the NTDC.

• 5.1 SWOT analysis

To understand the current business environment of Nigerian tourism industry, a SWOT analysis was obtained from the literature review reveals the following

Strength

• Diverse culture and festivals (NTDC 1)
• Developing in several ways such as telecommunications, internet, e-commerce and other business (Euromonitor, 2007)
• Not a rigid culture as it has recently accepted globalisation
• Stronger economy than many other African countries(CBN, 2005)
• Peaceful transition of democratic to democratic dispensation in may 2007; possibilities of political stability
• There are many expatriates and embassies in Nigeria which could attract VFR international tourists (Go abroad website, 2007).
• Available human resources (high level of unemployment)
• No threatening records of natural disasters Furthermore,
• The World Bank has loaned Nigerian aviation industry some money hence, it is expected that there will be some level of improvement in the aviation industry (African News, 2007).

Weaknesses

• Image is negative or non-existent
• Issues with crime, corruption, no maintenance culture and reputation of kidnapping foreigners especially in the oil-producing areas
• Records of political instability
• No local tourism skills
• Low level of tourism lifestyle
• Tourism is not priority to the Federal Government

Opportunities

• Difficult visa rules from other countries may improve domestic tourism
• Health tourism may improve outbound tourism
• New trends of eco-tourists could attract certain tourists to the rainforest destination
• Annual international trade fairs are good opportunities and avenues to promote Nigerian tourism
• World Bank loans Nigeria aviation 59 billion: this is an oppurtunity to restore the aviation image in Nigeria (African News, 2007).
• Being an emerging market in the global market, it is possible to distract traditional South African and Kenyan tourists who would like to try something new in African wildlife and culture

Threats

• The effect of global warming may make the country too hot for international tourists and even the locals who may leave to visit other countries.
• Aggressive African tourism countries such as South Africa and Kenya already exist in the market implying high level of competition
• Countries outside the continent are getting warmer and may lead to potential international tourists visiting warmer European, Asian or American countries
• Recent trend of environmentalists discouraging long haul flights
• Oil is being discovered in other countries. A decrease in oil business in Nigeria would affect the business tourism segment which appears to have a large market share

• 5.2 Analysis of some hospitality and tourism activities in Nigeria

Another deterrent in the Nigerian hospitality and tourism industry are the cost of tourism facilities. Considering the low rate of minimum wage of N5, 500 a month (International Centre for Nigerian Law, 2007) and the low level of unemployment (Euromonitor, 2007), research shows that related activities are expensive. It is important to acknowledge the exchange rates of some currencies with the Nigerian Naira. This segment will compare Nigerian rates with the rates in the United Kingdom which is a more developed country and considered one of the expensive destinations due to the value of its currency. Furthermore, the United Kingdom is one of the destinations often visited by many Nigerians (Tinapa Research Statistics, 2005).

TABLE 7: Conversion rates of Nigerian naira to dollars, euros and pound sterling

(Source:  Mataf Forex Trading, 2007)

Although there are no railway records, there are no railway services operating though attempts are being made to develop this segment (Mintel 2, Travel and Tourism – Nigeria, May 2007).

5.2.1   Road transport rates:

As previously mentioned, the commonest means of transportation is road travel involving the use of coaches, smaller buses, taxis and private cars. The major cities in Nigeria include Lagos, Abuja, Port Harcourt, Calabar, Owerri, Enugu, Kano and Kaduna. There are airports in most of these cities. One way bus fares from one major city to another in Nigeria, range between 15 and 20pounds- one way (ABC transport, 2007); regardless of the concerns with bad roads, long hours, risks of accidents and highway robbery. Mass taxis fall within the same price range also. In the UK, national express has special offer rates online range from 1pound to 12pounds depending on time of bookings and distance (National Express, 2007). This demonstrates various strategies to encourage travel and accommodate all classes of tourists. This is obviously cheaper than the fares in Nigeria with a low minimum wage and low level of employment. However, research shows that some transport company’s such as ABC transport, offer special offers such as loyalty cards for customers (ABC transport, 2007).

5.2.2   Air travel

Research also shows that the main market segment for the domestic airlines is business tourists. Besides the ’so-called’ competition between airlines as well as between luxury coaches, the average fare per trip could be considered expensive. Air fares approximately £50 for an hour flight (World Tourism Directory (2007) and rarely are there promos to encourage leisure travels. These fares are relatively expensive for the leisure tourists whom Swarbrooke and Horner described as travellers who may likely not spend so much money (see appendix 9). The airline industry in the UK provides certain services for different classes of travellers therefore demonstrating strategies to encourage air travel. Examples of such services include budget airlines such as Easy jet and Ryanair 

5.2.3   Hotel room rates

Furthermore, the hotel room rates are also expensive, research shows that hotel rooms range from 40pounds to 130pounds depending on the class. It also reveals that most hotels are located in town and no evidence of high graded hotels in national parks and other attractions except the Protea Obudu cattle ranch resort. Hotels however, require a large deposit while booking reservations as seen in the request form of Chida hotel below.

Figure 5: An example of hotel room rates with large deposit requirement

Halls and Confluence Pool bar

(Sourced from Chida hotel website, 2007)

This could however discourage domestic and leisure tourism in the country. The telephone interview with the hotel agent revealed that the deposits are required in order to manage the attitude of Nigerians who abuse opportunities and sometimes incur losses for the hotels. Some of these attitudes include refusal to check out, mishandling devices in the hotel, ordering for meals and leaving the hotel without paying. The comparison below is based on the differences in prices and similarities in hotel class in Nigeria and Sheffield which believed to be one of the cheap cities in UK (Creative Sheffield, 2007). Hotel classes rated from one to five star are based on features and attributes such as economy, value, quality, superior and exceptional (Expedia 2007).

TABLE 8: Comparison of hotel room rates in Nigeria and Sheffield

In conclusion, it is evident that the prices of hospitality and tourism activities are expensive and are hence, hardly affordable by a common Nigerian or Nigerian family with high level of unemployment and low minimum wage. These prices are in the same range with hotels in Sheffield which is believed to be one of cheapest cities in the UK. Furthermore, major transport facilities are owned by the private sector; this may be the reason for such high prices

• 5.3 Relationship marketing activities that exist in the industry

Some relationship marketing strategies carried out in the Nigerian hospitality and Tourism industry include

• Virgin Nigeria offer cheaper tickets when ticket are bought earlier (Virgin Nigeria 1, 2004)
• Luxury buses offer frequent traveller rewards (ABC transport, 2007)
• Some airlines provide transportation from the airport to the city or final destination
• AAA collaboration with NTDC to promote registration (Babatunde, Jimoh 1, 2007).

How much of relationship marketing strategies practised in the hospitality and tourism industry in Nigeria are not certain and will be discussed in Chapter four.

5.4       NTDC activity analysis

This has involved starting from the scratch to rebuild the organisation. The following strategies have been implemented over the last one year to encourage international and domestic tourism in the country.

• Updating the official website for Nigerian tourism (NTDC website)
• Representing Nigeria at the ITB Berlin Conference (NTDC website)
• Building of tourism village in Abuja
• Organising tourism clubs in schools in order to educate children about tourism (Babatunde, Jimoh 3, 2007)
• NTDC registered 100 taxis to be known as tourism friendly tax cabs to tackle the security problems (Babatunde, Jimoh 1, 2007).
• Providing healthcare services for tourists in hotels
• Human resource development ( Babatunde, Jimoh 2, 2007)
• Production of documentary on visuals of Nigerian tourism potentials on Nigerian Television networks and a comprehensive map of Abuja to aid tourists to locate destinations (Babatunde, Jimoh 1, 2007).
• NTDC will distribute 200 ATM machines and over 100 POS machines to registered hotel to tackle the problem of handling physical cash hence reducing the risk of theft (Vanguard 1, 2007)
• Participation of private organisations (Henry, Umoru, 2007)
• Developing Yankari Game Reserve (Yankari Resort and Safari, 2006).

DISCUSSIONS

However, research discloses that there is insufficient data on the activities of Nigerian tourism even in the tourism office. Subsequent attempts to gather statistical data from the organisation proved abortive. Furthermore, it was also observed that the NTDC website was not user-friendly and several links to headings and subheadings were not responsive on the website. Another recent observation was the marketing of Nigeria as a destination on the CNN global television network. This demonstrates strategic marketing for both domestic and international market. .

As many countries and destinations, Nigeria has had its own share of crises which appears to be mostly fabricated or self-inflicted. The trends in air plane crashes, kidnappings of foreigners, poor infrastructure, religious violence and robbery are areas that need adequate attention by the government as well as private sector. It is true that Nigeria has been auspicious with regards to natural disasters such as earthquakes or flooding. Other epidemics such as SARS or foot and mouth disease have also not been serious issues in the country. Though there have been religious wars in certain areas, Nigeria does not appear to be threatened by terrorism when compared to the countries like UK and the USA. It is also observed that Kenya and South Africa which are the top destinations in Africa have experienced related crises like Nigeria yet are still visited by fellow Africans as well as tourists from other continents. Kenya still receives international tourists despite its poor infrastructure and low security.

The complex society may require more than a few organisations to promote it as a tourism destination. Strong partnerships do not seem to exist between the public and the private sector. These organisations require one vision and one mission to achieve this; therefore, must be able to work together as a team. It appears that most hospitality and tourism organisations possess little knowledge of destination marketing. It is also clear that both domestic and international tourists possess little or no knowledge of the numerous attractions which exist in the country and how they could benefit from them; hence, require better enlightenment and strategic boost from the tourism organisation

This analysis reveals that Nigerian hospitality and tourism industry has a low relative share in the rapidly growing markets hence, requires  large cash inflows in order to finance therefore making it a question mark in the BCG growth/matrix model(Porter, 2004) and must recognise what organisational practices it should be involved in. However, it is expected that its relative share would increase as a result of the recent investment in the industry in Nigeria

• 6.1 Key findings: The strongest hospitality and tourism segment

Following examination of relevant documents and respondents such as the hotel agent, tour agent, an NTDC official and several Nigerians from various locations, ethnic groups and social class, the research analysis has revealed that the strongest segment in the hospitality and tourism industry differ between different stakeholders: business segment for the hospitality and tourism organisations and occasions for the domestic market. This is because the business segment is the segment that can afford to travel, enjoy some luxury and do some shopping as identified by Swarbrooke and Horner (2007). With the increasing trend in foreign investors in the country, this segment promises to be more sustainable than any other segment in the tourism industry.

However, Nigerians participate in events such as traditional marriages, white weddings, and burials although it seems that the participation as a result of some form of obligation to friends and family or religious activities. Occasions such as these could be potential hotel and tourism segment in Nigeria where well-packaged as family and friends who travel from all the corners of the nation to attend these events opt for hotel and tourism facilities as alternatives to staying with family and friends. However, besides these two segments, considering the unending number of attractions that require adequate renovations, management and marketing, the business and occasion’s market may begin to experience some competition from sectors such as wildlife and natural scenery over time.

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• 6.2 Key findings: The greatest challenge in the hospitality and tourism industry

The current state of security in the country is alarming although the tourism organisations argue otherwise. This could be linked to the level of poverty and unemployment in the country and can only be eliminated if these two factors are eradicated. From all the challenges analysed in this research, steps are being taken to some extent towards addressing every one except the high prices. Although the management argue that Nigeria is a very cheap destination, the analysis on tourism prices and the interview with the European tourist contradicts this argument and it is one of the challenges identified by some of the respondents. However, it is believed that some Nigerians can actually afford participating in both domestic and international tourism. Therefore, there is need for proper market segmentation to enable every class of tourists to benefit from tourism rather than only high earners in the country as discussed in Chapter 7.

6.3       Key findings: The factors that influences the choices and behaviours of Nigerians regarding tourism activities

As identified by Swarbrooke and Horner, the factors that influence consumer behaviour in the hospitality and tourism industry could be grouped under motivators and determinants. The research reveals that some of the common motivators of travel and leisure in Nigerians include personal development, adventure, occasions, shopping, VFR, sightseeing and business.  And the common determinants include disposable income, available time, security, activities and proximity. The commonest determinant is disposable income supporting the perception of the foreign tourist about Nigeria being an expensive destination as well as cost analysis of tourism and hotel facilities. The highest motivation for Nigerians is interestingly adventure. Although the country claims to offer a variety of activities, it is not actually stated what kinds of activities the tourists would participate in so as to avoid boredom. The management needs to understand the cravings of the tourists in order to guarantee a well-packaged satisfactory and memorable experience.

6.4       Key findings: The analysis of the current hospitality and tourism industry environment in Nigeria

6.4.1   SWOT analysis

The SWOT analysis reveals that though the country has strong potentials for tourism development. The industry also needs to be persistently persuasive in order to convince the domestic and international market that it can accommodate tourists. Much is being expected from the present government to provide a stable political economy as well as reduce the level of crime and corruption. This will require poverty to be removed from the streets and employment provided for the people. Tourism is believed to be a good tool to provide employment, the regime anticipates achieving this. The intervention of the UNDP and UNWTO is an exceptional opportunity for the country to restore its image as well as encourage tourists to visit the attractions of the country.

• 6.4.2 Key findings: Analysis of some hospitality and tourism activities in Nigeria

Generally, there is indeed a new wave in the tourism industry and the level of awareness. Private organisations are participating in promoting tourism and the public sector is developing itself with much enthusiasm in order to implement necessary strategies as observed in the research. The media is used as a strong tool for marketing and creating awareness; therefore, there will undoubtedly be a remarkable change in the Nigerian tourism industry in the next forthcoming years. One of the attractions which would complement this change is the TINAPA project.

6.4.2.1            TINAPA business resort

Furthermore, the development of the TINAPA project (Wilson, 2004; Tinapa 1, Tinapa 2), anticipates converting Calabar to a business hub similar to places such as Dubai in terms of duty free shopping of a wide variety of brands. Nigerians unable to obtain visas to other countries for shopping might as well do the shopping in TINAPA business resort. This will undoubtedly promote domestic and international tourism, increase urbanisation, and reduce urban migration to cities such as Lagos, Abuja and Port Harcourt. It could also attract tourists from other African countries for shopping and subsequently sightseeing. The business resort is expected to possess a golf course, beach facilities and waterways directly to a five star hotel recently built in the next state- Akwa Ibom State. However, security onshore, offshore, to and from these areas must be reliable in order to attract and maintain such customers. 

• 6.4.3 NTDC analysis

This research reveals that the tourism industry is now recognised by the government as an important industry which could boost the economy of the country. Online newspaper sources reveal that groundwork has already begun in the organisation. However, the NTDC and its marketing strategies must be acknowledged and these strategies must be convincing through consistent use of global media sources, organisational restructuring and implementation of proper relationship marketing strategies. The industry needs close monitoring or supervision and must be nurtured like a baby that it is in order to achieve its goals. Furthermore, although the NTDC website has been upgraded; it was observed during the research period that the website which should be that fastest means of accessing the organisation is not user-friendly and responsive. Inability to relate directly with any of the officials of the organisation during the period of this research reflects poor relationship marketing skills towards researchers. This compelled the researcher to rely on secondary data as sources to understand the activities of the organisation.

• 6.5 RESEARCH CHALLENGES

The research was somewhat demanding as a result of some limitations in distance, available secondary data and primary data collection. Understanding the research involved referencing a wide range of secondary sources as very few sources provided relevant information or evidence for the emerging Nigerian hospitality and tourism industry. This was time-consuming and required some level of persistence. Furthermore, the average computer literacy level of Nigerians resulted in the research questionnaires to be available to respondents which had access to the internet. This also proved challenging compelling some respondents to download, fill on printed sheets and reply via post. This required some extent of follow up and in conclusion, not every contacted respondent was responsive. Finally, the abortive attempts to interview the NTDC officials over certain issues, was the most challenging aspect of the research. This research and its conclusions are based on all other segments expect the official marketing organisation of Nigeria.

• 6.6 CONCLUSION

It is evident that the current tourism industry benefits the middle class and high class people. Its fares are expensive for the highest population of people who are the unemployed and there are no tourism activities. Consequently, it seems that the attractions in Nigeria are too many and there is a lack of focus on what to sell to the domestic market or to the international market.  The image and the identity of Nigeria as a destination are contradictory in relation to key factors such as security, segments and facilities. It could take a while for the image and identity of Nigeria to merge but whenever this is achieved, it will be a memorable destination.

 Certainly, the destination has a variety of potentials and attractions; however, its attractiveness will be appreciated when the basics have been properly managed and this interestingly is not mainly security but could be summarised as ‘value for money’. Nigeria, being a British colony in the past and having a better economy than many other African countries is expected to have performed better.