Tourism Management and Consumer Behavior in Nigeria: An Integrated Approach for Emerging Markets
DOI:
https://doi.org/10.64229/m4vezf98Keywords:
Tourism Management, Consumer Behavior, Emerging Markets, Digital Transformation, Market Segmentation, Experience EconomyAbstract
This study examines the complex interplay between tourism management practices and evolving consumer behavior in Africa's largest economy, Nigeria. Through comprehensive analysis of secondary data from industry reports, academic publications, and market research, we identify key factors shaping Nigeria's tourism landscape and consumer decision-making processes. Our findings reveal a rapidly digitizing market where young, urban consumers demonstrate sophisticated digital literacy while remaining price-sensitive. We identify three distinct tourist segments—Metropolitan Explorers, Cultural Purists, and Affluent Escapists—each with unique behavioral characteristics and service expectations. The research highlights how infrastructure challenges, particularly in transportation and power supply, significantly influence tourist experiences and satisfaction levels. We propose an integrated tourism management framework that leverages Nigeria's substantial mobile internet penetration to develop personalized marketing approaches while addressing systemic infrastructure limitations. This study contributes to emerging market tourism literature by providing a nuanced understanding of Nigerian consumers and offers practical strategies for tourism stakeholders to enhance service delivery, customer satisfaction, and destination competitiveness. The insights are particularly valuable for tourism operators, policymakers, and investors seeking to capitalize on Nigeria's untapped tourism potential amid its ongoing economic diversification efforts.
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