MARKETING STRATEGIES AND CUSTOMER PATRONAGE OF SELECTED TOURIST CENTRE IN OGUN STATE

Ajayi, Paul

Multidisciplinary Journal of Management Sciences, 2020, vol. 2, issue 1, 88-115

Abstract: The tourism industry has been identified as a very vital and popular global human activity that now becomes an economic booster which can contribute to the economic development of Nigeria. However, tourism industry in Nigeria has not been exploited to generate the expected contribution to the socioeconomic development of the country. One of the major reasons for this problem is the nonapplication of marketing strategies especially in the areas of promotion. This study thus examined the effect of marketing strategy on tourism patronage in Ogun state. The study adopted a survey research design. A population made up of all tourism destinations in Ogun state Nigeria with population of 20 staff was surveyed and the total enumeration method of sampling was used. A structured questionnaire was adapted and validated. The entire questionnaire administered were returned and processed for the data analysis using statistical packages for social science (SPSS version 24.0). The Cronbach's Alpha coefficients for the constructs ranged between 0.72 and 0.93. The data were analysed using descriptive and inferential (correlation analysis). Findings revealed that (p=.000

Keywords: Customer patronage; Marketing mix; Marketing strategy and Tourism patronage. (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:ris:amjoms:0006

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