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Investigating the Brand Image of Nig...

Jida, Nimota.

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Investigating the Brand Image of Nigeria and Its Implication for Marketing this Country as a Tourism Destination: UK Perspective.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Investigating the Brand Image of Nigeria and Its Implication for Marketing this Country as a Tourism Destination: UK Perspective./
Author:	Jida, Nimota.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2022,
Description:	240 p.
Notes:	Source: Dissertations Abstracts International, Volume: 84-09, Section: B.
Contained By:	Dissertations Abstracts International84-09B.
Subject:	Decision making. -
Online resource:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=30276682
ISBN:	9798374420715

Investigating the Brand Image of Nigeria and Its Implication for Marketing this Country as a Tourism Destination: UK Perspective.
Jida, Nimota.

Investigating the Brand Image of Nigeria and Its Implication for Marketing this Country as a Tourism Destination: UK Perspective. - Ann Arbor : ProQuest Dissertations & Theses, 2022 - 240 p.

Source: Dissertations Abstracts International, Volume: 84-09, Section: B.

Thesis (Ph.D.)--University of Salford (United Kingdom), 2022.

This item must not be sold to any third party vendors.

Recently, there has been an increase in studies on branding and tourism consumer destinations. These studies identify the major brand-related factors or the key reasons for destination choice among tourists, but these studies are Euro-American-centric. Little is known about this subject in developing economies like Nigeria. Nigeria is blessed with countless tourist attractions and events that are sufficient to stimulate the country's economic and social expansion. Yet, the country's attraction as a tourism destination among Europeans continues to decline. This study, therefore, is driven by the need to understand how Nigeria's brand image and her tourism sector's marketing activities influence British tourists' choice of destination. This study is underpinned by five consumer behaviour theories, including the Nicosia Model, Engel-Kollat-Blackwell Model, Howard-Sheth Model, Classical Purchase Behaviour Models, and Theory of Planned Behaviour. Both the positivist and interpretivism paradigms research designs were adopted, using a carefully structured questionnaire embedded with a structured interview guide to collect data from 171 British tourists from 12 selected tourism organisations/agents in the UK. These data were analysed using descriptive statistics, independent samples t-test, components factor analysis, and multiple linear. Findings showed that Nigeria's negative brand image, coupled with the ineffective and inefficient marketing strategies of the Nigeria Tourism Development Corporation (NTDC), negatively influenced British tourists' choice of Nigeria. At the same time, they visit some African countries that share similar cultures and tourism experiences with Nigeria. Conclusions were drawn based on these findings, and recommendations were offered for future improvements. Keywords: Consumer Behaviour, Tourist Destination, Brand Value, Destination Image, Marketing Activities, British Tourists, Choice of Destination.

ISBN: 9798374420715Subjects--Topical Terms:

517204
Decision making.

Investigating the Brand Image of Nigeria and Its Implication for Marketing this Country as a Tourism Destination: UK Perspective.
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