Effect of Security Perception on Marketing Performance of Selected Tourism Sites in Nigeria

Full Article - PDF

Published: 2022-03-22

Page: 233-244

Onyeokoro Sunday Chizobam *

Department of Marketing, Abia State University, Uturu , Nigeria.

*Author to whom correspondence should be addressed.


The study examined the effect of security on the marketing performance of selected tourism firms (sites) in South-East and South-South zones of Nigeria. Despite the enormous social and economic contributions of tourism, and the huge tourism resources in Nigeria, the level of marketing performance in the tourism sites has not been encouraging. The specific objectives of the study were to examine effect of security on marketing performance measured as customer patronage, referrals, customer retention and customer satisfaction. Primary data were collected by means questionnaire administered to a sample size of 274 staff and 162 customers (tourists) of the sites. 263 copies of questionnaire for the staff and 157 for the customers (tourists) were retrieved and found usable.  The research hypotheses were tested at the 5% level of significance, using Simple Regression Model. The findings revealed that the key construct (independent variable) of security has significant effect on the dependent variables of the study. Consequently, the researcher recommended that the managements of the tourism firms (sites) should ensure improved security in the tourism sites, as the success or failure of any tourism destination will depend on availability of security, among others.

Keywords: Security challenges, tourism development, marketing performance, Nigeria

How to Cite

Chizobam, O. S. (2022). Effect of Security Perception on Marketing Performance of Selected Tourism Sites in Nigeria. Asian Journal of Economics, Finance and Management, 4(1), 233–244. Retrieved from https://globalpresshub.com/index.php/AJEFM/article/view/1522


Download data is not yet available.


Babatunde J. Travels and tourism: 50,000 Nigerian tourists visit South Africa annually, Vanguard. 2016;22.

Fubara BA. Rivers Hospitality and its Promotion in Tourist Support Organization; 2017.

Onyeokoro, Sunday C. Role of Public relations strategies on the development of tourism in Nigeria, International Journal of Contemporary Management science research. 2018;3(1).

Uchechukwu I. That the tourism industry be sustainable, viable in Cross River State, Weekend Chronicle Friday. 2018;18.

Nze V. Issues Threatening Grassroot Tourism, Daily Champion; 2014.

Ifedi C. Strategy for tourism Development, Daily Champion; 2013.

Babatunde J. South Africa seeks Africa co-operation to advance tourism course: Host successful Indaba travel show, Vanguard. 2015;15:25.

Esu BA, Arrey VM, Basil G, Eyo EE. Analysis of the economic impacts of cultural festivals: the case of Calabar carnival in Nigeria, in International Multi-disciplinary Journal of Tourism. 2016;6 (2):333-352.

Kotler P, Bowen J, Makens J. Marketing for hospitality and tourism, New Jersey: Pearson Education Inc.; 2016.

Marafa LM. Achieving the millennium development goal through tourism.Ecoclub. ; 2016;19.

Munzali D. National Institute for Hospitality and Tourism, Abuja; 2015.

Inyang BJ, Esu BB. Human capital dimensions in an emerging tourism market: The case study of Cross River State. International Journal of Business. 2018; 2(2):33-41.

Available: www.indexmundi.com, International tourism, number of arrivals – Country rankings.

Okonkwo C. Introduction to Tourism.Webmedia Communications, Awka; 2017.

World Tourism Organization (WTO). Tourist safety and security, practical measures for destinations; 2016.

Reisinger P, Mavondo R. Safety and security in tourism, Timothy, D. T. Duval, The Haworth Hospitality Press; 2015.

Fuchs O, Pizam U. Current issues in international tourism development (Edited by E. M. Ineson), Business Education Publishers; 2011.

Harrod D. Relationship between tourism industry and regional economic growth: A case of Jiangsu District, Journal of Hospitality and Tourism. 2017;1(2).

Achumba IC, Osuagwu L. Marketing: Fundamentals and Practice,Reck Hill, USA A1-Marks Educational Research Inc; 2016.

Gearing P. Destination image: Towards a conceptual framework. Annals of tourism Research. 2017;29(1).

Bashagi R, Muchapendwa C. Tourism image, evaluation variables and after purchase behaviour, interrelationship, Tourism Management. 2017;22(6).

Haffyer LN. Tourists Safety: A determinant factor explaining choice of destination in Cape Town, Journal of Tourism Management. 2017;2(3).

Udeze JO. Business Research Methodology, Enugu: Chiezgo Ventures.

Ogbuji,CN. Marketing Research, African Entrepreneurship and Leadership Initiative, Port Harcourt; 2013.

Preko A, Gyepi-Garbrah TF. Understanding sense of safety and trustworthiness of tourism information among migrant visitors. International Hospitality Review, Vol. ahead-of-print No. ahead-of-print; 2021. Available:https://doi.org/10.1108/IHR-04-2021-0029

Isaac RK, Van der Bedem A. The impact of terrorism on risk perceptions and travel behaviour of the Dutch market: Sri Lanka as a case study. International Journal of Tourism Cities. 2020;7(1):63-91.

Spencer A, Tarlow P. Tourism security to tourism surety and well-being. Tourism Safety and Security for the Caribbean (Tourism Security-Safety and Post Conflict Destinations), Emerald Publishing. 2021; 15-25, DOI:10.1108/978-1-80071-318-520211004.

Zou Y, Mawby RI. Perceptions of safety among visitors to China: feeling safe in an unfamiliar environment”, Safer Communities. 2021;20(1):16-30.