... Force, NYSC, First Bank Nigeria PLC, Bank PHB, Rotary Club International, Lions Club, Nigeria... more ... Force, NYSC, First Bank Nigeria PLC, Bank PHB, Rotary Club International, Lions Club, Nigeria Navy, Hebzeba, Nigeria Army and Calabar ... Nigeria is yet to institutionalised the STA, hence the absence of the necessary data to facilitate the full ... Sport Marketing Quarterly, Vol. ...
This study focused on the impact of personal selling on the productivity of selected banks (First... more This study focused on the impact of personal selling on the productivity of selected banks (First Bank Plc and Stanbic IBTC) in Calabar Metropolis. The study determined the significant relationship between personal selling and customer relationship; determine the significant relationship between personal selling and customer retention and the significant relationship between personal selling and sales volume. Hypotheses were tested using the Ordinary Least Square (OLS) method. Findings from this study showed that personal selling had significant relationship with customer relationship. The study revealed that personal selling had a significant relationship between customer retention. The study showed that personal selling increases the sales volume of a firm. The study recommended that personal selling should continuously be adopted by banks in enhancing productivity. Banks should employ personal selling to educate and guide customers so that they can make informed choice of the ser...
... Nigeria. EI Braise, B Ikpeme, E Edet, I Atting, UF Ekpo, B Esu, OO Kale. Abstract. ... Filari... more ... Nigeria. EI Braise, B Ikpeme, E Edet, I Atting, UF Ekpo, B Esu, OO Kale. Abstract. ... Filariasis. The cases and key informants did not know the cause of the disease and attributed it to poison, witchcraft , bad food, bad water and violation of taboo. ...
This study seeks to investigate the effect of social media micromarketing on customers' satisfact... more This study seeks to investigate the effect of social media micromarketing on customers' satisfaction in the domestic airline industry in Nigeria. Specifically, the study measured the effect of social media micromarketing on customers' willingness to recommend service to others (word of mouth communication), customers' loyalty and retention and lastly determined if overall customers' satisfaction differ with the type of social media technology. A stratified sample of 391 travelers drawn from two domestic airlines operating in two states (Cross River State and Akwa Ibom State) in the South-South Geographical Zone of Nigeria were used for the study. Three hypotheses were formulated to guide the research and the statistical significance of the variables in the three hypotheses were tested using simple regression analysis and one way analysis of variance. The study revealed significant relationship between social media micromarketing and the customers' satisfaction variables: customers' willingness to recommend service to others, customers' loyalty and retention. It also shows that overall customer's satisfaction differs with the type of social media technology. It was therefore suggested that in order for airlines in Nigeria to benefit maximally from their customer orientation philosophy, their social media platforms should be upgraded to include other technologies that are not currently in operation.
Emerging tourist destinations have unique characteristics, which differentiate them from matured ... more Emerging tourist destinations have unique characteristics, which differentiate them from matured destinations or destination at their decline stage. Destination Marketing Organizations (DMOs) have the responsibility of creating, attracting, and retaining valued customers, in this case, tourists to the destinations. One way of achieving these functions is through effective promotional strategies of destinations. This study attempts to highlight the relevance of promotional strategy to tourism development, tourism enterprise planning. The major crux of the paper is the conceptualization of a model for the development of promotional strategies for emerging tourism destination.
This work, part of a broader research project on the role of store brand in the competitive devel... more This work, part of a broader research project on the role of store brand in the competitive development of Large Scale Distribution retailers, proposes an analysis of the current situation of commercial enterprises that implement complex strategies of store brand as a strategic leverage for marketing and synthesis of a corporate philosophy based on a real brand architecture. It aims to achieve increasing levels of competitive differentiation of a horizontal nature. Today, an increasing number of distributors transfer the knowledge and trust built over many years of activity, making it a private label for strategic decisions of the enterprise.
There is a plethora of studies in literature that support the existence of empirical relationship... more There is a plethora of studies in literature that support the existence of empirical relationshipsbetween event quality, satisfaction and attendees' behavioural intentions. What is not very clear is whether these relationships are uniform across all the attendees of events and festivals or do they differ with the socio-demographic characteristics of the attendees?This paper seeks to examine the influence attendees' socio-demographic characteristics have on perceived festival quality, satisfaction and behavioural intentions of the Calabar Festival in Nigeria. A systematic sample of 473 onsite festival attendees was used for the study. ANOVA and t test analysis showed that attendees' occupation influenced perceived quality, and educational qualification and gender also significantly influencedattendees' satisfaction. Out of the four socio-demographic factors (age, occupation educational qualification and gender) none showed significant influence on behavioural intentio...
This study investigates the economic impacts of the Calabar Carnival Festival in Nigeria. A conve... more This study investigates the economic impacts of the Calabar Carnival Festival in Nigeria. A convenience sample of 464 attendees was used for the study. A semi-structured, self-administered questionnaire was employed in collecting relevant social and economic data from respondents. The result supported the claim that event tourism has positive economic impacts on the host community.
Tourism development in Nigeria is gradually becoming concern of many stakeholders. One reason for... more Tourism development in Nigeria is gradually becoming concern of many stakeholders. One reason for delay in the growth of the tourism sector of the Nigerian economy is low political will of policy makers and lack of knowledge on the tourism potentials and investment opportunities in Nigeria by entrepreneurs. To fill this gap, this paper x- rays the tourism potential of the country using the five cluster arrangement conceptualized in the Nigeria Tourism Development Master Plan. The investment opportunities of each cluster were highlighted on product bases. The paper also presented conceptual framework for harnessing the investment opportunities that abound in the tourism sector of the economy. The paper posit that for the country to attain a competitive edge in the international tourism market, its natural and cultural potential must combine with the right policy environment to produce tourist products that will have the right drawing and pulling power to compete in a global market fo...
The literature on destination image spanned over four decades. Despite this long period of knowle... more The literature on destination image spanned over four decades. Despite this long period of knowledge accumulation, there is not yet a generally accepted measurement for destination image. This paper seeks to determine the underlying structure of tourism destination image and to investigate the effect of destination image on visitors’ future intentions. An emerging tourism destination in Nigeria (Cross River State) was used as the study area. A systematic sample of 367 onsite visitors was recruited for the study. A well-structured and written questionnaire containing 35 destination image attributes was used to elicit data for the study. Exploratory factor analysis, t test equality test and regression analysis were utilized to identify attributes that underpinned destination image and underlying structure. The exploratory factor analysis produced six dimensions: destination quality of life, natural attractions and facilities, quality of public services, destination product quality and...
The Obudu Mountain Race is the only mountain running race in Nigeria. It was conceived as a marke... more The Obudu Mountain Race is the only mountain running race in Nigeria. It was conceived as a marketing tool to increase tourists flow to the Obudu Mountain Resort and Cross River State in general. It is generally believed that one current that drives the success of events tourism is the role of host organizations. And of particular interest is the role of the host community in the organization and management of events. This concern is imperative because of the dynamics of community involvement in event organization. The success and sustainability of the Obudu Mountain Race to a large extent depends on the level of community awareness and involvement in the organization of the event. This has motivated the authors to carry out an exploratory research with a view to determining the extent to which the Obudu Mountain Resort Support Communities (OMRSCs) are involved in the organization and management of the Obudu Mountain Race. In depth interviews were done on community leaders who serve...
Market segmentation provides a valuable approach for identifying target markets. The study attemp... more Market segmentation provides a valuable approach for identifying target markets. The study attempts to identify specific target markets of a water utility provider in a developing country. The study was conducted in Calabar. The cross sectional research design was used for the study. Data was collected, from a systematic sample of 1000 city residents, using a well-structured written questionnaire. Hierarchical cluster analysis divided the respondents into four homogeneous groups entitled: (1) indifferent (2) loyalist (3) idealists and (4) moderates. The study investigated whether the water utility customers differ in their perception of the service provider and is there any significant difference in customers’ perceptions of service delivery on the basis of demographic characteristics and behavioural characteristics. Study reveals that all the perceptual items show significant difference between the four clusters (p≤0.05): for demographic characteristics, the place residency, marita...
The study examined operational factors affecting service delivery of Margaret Ekpo International ... more The study examined operational factors affecting service delivery of Margaret Ekpo International Airport in Cross River State, Nigeria. The research was motivated by the scantiness of studies on the factors which shape the observed airport service quality from the managerial perspective. A total of 240 respondents were surveyed out of the 600 staff working at various units of the airport. Data were collected using a six-point Likert scale closed-ended questionnaire. Airport operational factors were represented by three variables (Personnel management, the level of adherence to Federal Airport Authority of Nigeria (FAAN) service policy and funding availability), while the dependent variable was represented by employees’ evaluation of service quality. The instrument was content-validated, while the Cronbach’s Alpha coefficient gave a reliability range of 0.54- 0.744. The data generated was analyzed using simple linear regression analysis computed electronically with the aid of Statist...
This paper seeks to explore the role of tourism entrepreneurship in producing destination tourism... more This paper seeks to explore the role of tourism entrepreneurship in producing destination tourism spirit in Nigeria. Nigeria is a land richly endowed with natural and cultural resources. Concerted attempts have been made in the past five decades to build a viable tourism industry by government and a small number of operators, but not much has been achieved. The country has not been able to harness the abundant resources into attractive tourist products with high visitor-drawing power. Many reasons have been given for this ugly situation. The paper therefore conceptualized that, the possession of a resource base can only give absolute advantage, but does not produce the desired level of industry spirit necessary to sell the destination. What matters most is the resource conversion rate of entrepreneurs. Nigeria does not currently have a tourism model capable of achieving 80% of tourism resource conversion rate. This paper therefore proposes a tourism sector development model that posits tourism entrepreneurship as the potential driver of the tourism industry. It also highlights specific entrepreneurial tourism operations that are necessary to optimize the country's tourism goals. The proposed tourism destination development model (TDDM) has the following four components: invention of tourism entrepreneurial programmes, harnessing the potential of existing hospitality enterprises in creating a tourism value chain, promoting community based tourism (CBT) in tourism resource management and creating effective tourism regulatory framework and infrastructural base.
... Nigeria. UE Oyene, PD Braide, HA Adie, B Ikpeme, BB Esu, C Okoronkwo. Abstract. ... members. ... more ... Nigeria. UE Oyene, PD Braide, HA Adie, B Ikpeme, BB Esu, C Okoronkwo. Abstract. ... members. It was obvious that the centrally produced posters did not adequately address the social-cultural characteristics of the target audience. ...
Although tourism has been identified as an important economic sector in Nigeria in the past three... more Although tourism has been identified as an important economic sector in Nigeria in the past three decade by previous Governments, it received very little political and leadership commitment. Well articulated policies have been formulated for the sector, which have not been implemented. The development of human capital is one component of the National tourism Policy. The survival of every tourist destination is predicated on the provision of effective human capital management for the tourism organizations and enterprises. The quality of service delivery in a destination is a reflection of the quality of its human capital. This paper investigated the challenges of human resource management in the Nigerian tourism industry, the challenges of tourism and hospitality education in Nigeria. The paper presented a conceptual framework which demonstrates the linked between human capital management and tourism development. It recommends a stakeholders' approach to human capital development which would produce quality human capital that will in turn impact positively on tourism development in Nigeria.
The study examines the underlying structure of perceived event quality and relationships between ... more The study examines the underlying structure of perceived event quality and relationships between satisfaction and behavioural intentions of festival attendees. Secondly, the study is concern as to whether result outcome of this study from Nigeria corroborates the existing knowledge in the field of festival quality conducted in a few destinations cited in the study. The Calabar Festival 2012 was used for this study. Data was collected from a sample of 470 attendees drawn from twenty festival events/activities using a modified FESTPERF instrument comprised of twenty nine items. Three event quality dimensions (quality event employees, quality event environment and event product quality) were examined. Results show that significant relationships exist between perceived event quality and satisfaction and between satisfaction and behavioural intentions. No significant relationship was found between perceived event quality and behavioural intentions. It was concluded that the underlying re...
... Force, NYSC, First Bank Nigeria PLC, Bank PHB, Rotary Club International, Lions Club, Nigeria... more ... Force, NYSC, First Bank Nigeria PLC, Bank PHB, Rotary Club International, Lions Club, Nigeria Navy, Hebzeba, Nigeria Army and Calabar ... Nigeria is yet to institutionalised the STA, hence the absence of the necessary data to facilitate the full ... Sport Marketing Quarterly, Vol. ...
This study focused on the impact of personal selling on the productivity of selected banks (First... more This study focused on the impact of personal selling on the productivity of selected banks (First Bank Plc and Stanbic IBTC) in Calabar Metropolis. The study determined the significant relationship between personal selling and customer relationship; determine the significant relationship between personal selling and customer retention and the significant relationship between personal selling and sales volume. Hypotheses were tested using the Ordinary Least Square (OLS) method. Findings from this study showed that personal selling had significant relationship with customer relationship. The study revealed that personal selling had a significant relationship between customer retention. The study showed that personal selling increases the sales volume of a firm. The study recommended that personal selling should continuously be adopted by banks in enhancing productivity. Banks should employ personal selling to educate and guide customers so that they can make informed choice of the ser...
... Nigeria. EI Braise, B Ikpeme, E Edet, I Atting, UF Ekpo, B Esu, OO Kale. Abstract. ... Filari... more ... Nigeria. EI Braise, B Ikpeme, E Edet, I Atting, UF Ekpo, B Esu, OO Kale. Abstract. ... Filariasis. The cases and key informants did not know the cause of the disease and attributed it to poison, witchcraft , bad food, bad water and violation of taboo. ...
This study seeks to investigate the effect of social media micromarketing on customers' satisfact... more This study seeks to investigate the effect of social media micromarketing on customers' satisfaction in the domestic airline industry in Nigeria. Specifically, the study measured the effect of social media micromarketing on customers' willingness to recommend service to others (word of mouth communication), customers' loyalty and retention and lastly determined if overall customers' satisfaction differ with the type of social media technology. A stratified sample of 391 travelers drawn from two domestic airlines operating in two states (Cross River State and Akwa Ibom State) in the South-South Geographical Zone of Nigeria were used for the study. Three hypotheses were formulated to guide the research and the statistical significance of the variables in the three hypotheses were tested using simple regression analysis and one way analysis of variance. The study revealed significant relationship between social media micromarketing and the customers' satisfaction variables: customers' willingness to recommend service to others, customers' loyalty and retention. It also shows that overall customer's satisfaction differs with the type of social media technology. It was therefore suggested that in order for airlines in Nigeria to benefit maximally from their customer orientation philosophy, their social media platforms should be upgraded to include other technologies that are not currently in operation.
Emerging tourist destinations have unique characteristics, which differentiate them from matured ... more Emerging tourist destinations have unique characteristics, which differentiate them from matured destinations or destination at their decline stage. Destination Marketing Organizations (DMOs) have the responsibility of creating, attracting, and retaining valued customers, in this case, tourists to the destinations. One way of achieving these functions is through effective promotional strategies of destinations. This study attempts to highlight the relevance of promotional strategy to tourism development, tourism enterprise planning. The major crux of the paper is the conceptualization of a model for the development of promotional strategies for emerging tourism destination.
This work, part of a broader research project on the role of store brand in the competitive devel... more This work, part of a broader research project on the role of store brand in the competitive development of Large Scale Distribution retailers, proposes an analysis of the current situation of commercial enterprises that implement complex strategies of store brand as a strategic leverage for marketing and synthesis of a corporate philosophy based on a real brand architecture. It aims to achieve increasing levels of competitive differentiation of a horizontal nature. Today, an increasing number of distributors transfer the knowledge and trust built over many years of activity, making it a private label for strategic decisions of the enterprise.
There is a plethora of studies in literature that support the existence of empirical relationship... more There is a plethora of studies in literature that support the existence of empirical relationshipsbetween event quality, satisfaction and attendees' behavioural intentions. What is not very clear is whether these relationships are uniform across all the attendees of events and festivals or do they differ with the socio-demographic characteristics of the attendees?This paper seeks to examine the influence attendees' socio-demographic characteristics have on perceived festival quality, satisfaction and behavioural intentions of the Calabar Festival in Nigeria. A systematic sample of 473 onsite festival attendees was used for the study. ANOVA and t test analysis showed that attendees' occupation influenced perceived quality, and educational qualification and gender also significantly influencedattendees' satisfaction. Out of the four socio-demographic factors (age, occupation educational qualification and gender) none showed significant influence on behavioural intentio...
This study investigates the economic impacts of the Calabar Carnival Festival in Nigeria. A conve... more This study investigates the economic impacts of the Calabar Carnival Festival in Nigeria. A convenience sample of 464 attendees was used for the study. A semi-structured, self-administered questionnaire was employed in collecting relevant social and economic data from respondents. The result supported the claim that event tourism has positive economic impacts on the host community.
Tourism development in Nigeria is gradually becoming concern of many stakeholders. One reason for... more Tourism development in Nigeria is gradually becoming concern of many stakeholders. One reason for delay in the growth of the tourism sector of the Nigerian economy is low political will of policy makers and lack of knowledge on the tourism potentials and investment opportunities in Nigeria by entrepreneurs. To fill this gap, this paper x- rays the tourism potential of the country using the five cluster arrangement conceptualized in the Nigeria Tourism Development Master Plan. The investment opportunities of each cluster were highlighted on product bases. The paper also presented conceptual framework for harnessing the investment opportunities that abound in the tourism sector of the economy. The paper posit that for the country to attain a competitive edge in the international tourism market, its natural and cultural potential must combine with the right policy environment to produce tourist products that will have the right drawing and pulling power to compete in a global market fo...
The literature on destination image spanned over four decades. Despite this long period of knowle... more The literature on destination image spanned over four decades. Despite this long period of knowledge accumulation, there is not yet a generally accepted measurement for destination image. This paper seeks to determine the underlying structure of tourism destination image and to investigate the effect of destination image on visitors’ future intentions. An emerging tourism destination in Nigeria (Cross River State) was used as the study area. A systematic sample of 367 onsite visitors was recruited for the study. A well-structured and written questionnaire containing 35 destination image attributes was used to elicit data for the study. Exploratory factor analysis, t test equality test and regression analysis were utilized to identify attributes that underpinned destination image and underlying structure. The exploratory factor analysis produced six dimensions: destination quality of life, natural attractions and facilities, quality of public services, destination product quality and...
The Obudu Mountain Race is the only mountain running race in Nigeria. It was conceived as a marke... more The Obudu Mountain Race is the only mountain running race in Nigeria. It was conceived as a marketing tool to increase tourists flow to the Obudu Mountain Resort and Cross River State in general. It is generally believed that one current that drives the success of events tourism is the role of host organizations. And of particular interest is the role of the host community in the organization and management of events. This concern is imperative because of the dynamics of community involvement in event organization. The success and sustainability of the Obudu Mountain Race to a large extent depends on the level of community awareness and involvement in the organization of the event. This has motivated the authors to carry out an exploratory research with a view to determining the extent to which the Obudu Mountain Resort Support Communities (OMRSCs) are involved in the organization and management of the Obudu Mountain Race. In depth interviews were done on community leaders who serve...
Market segmentation provides a valuable approach for identifying target markets. The study attemp... more Market segmentation provides a valuable approach for identifying target markets. The study attempts to identify specific target markets of a water utility provider in a developing country. The study was conducted in Calabar. The cross sectional research design was used for the study. Data was collected, from a systematic sample of 1000 city residents, using a well-structured written questionnaire. Hierarchical cluster analysis divided the respondents into four homogeneous groups entitled: (1) indifferent (2) loyalist (3) idealists and (4) moderates. The study investigated whether the water utility customers differ in their perception of the service provider and is there any significant difference in customers’ perceptions of service delivery on the basis of demographic characteristics and behavioural characteristics. Study reveals that all the perceptual items show significant difference between the four clusters (p≤0.05): for demographic characteristics, the place residency, marita...
The study examined operational factors affecting service delivery of Margaret Ekpo International ... more The study examined operational factors affecting service delivery of Margaret Ekpo International Airport in Cross River State, Nigeria. The research was motivated by the scantiness of studies on the factors which shape the observed airport service quality from the managerial perspective. A total of 240 respondents were surveyed out of the 600 staff working at various units of the airport. Data were collected using a six-point Likert scale closed-ended questionnaire. Airport operational factors were represented by three variables (Personnel management, the level of adherence to Federal Airport Authority of Nigeria (FAAN) service policy and funding availability), while the dependent variable was represented by employees’ evaluation of service quality. The instrument was content-validated, while the Cronbach’s Alpha coefficient gave a reliability range of 0.54- 0.744. The data generated was analyzed using simple linear regression analysis computed electronically with the aid of Statist...
This paper seeks to explore the role of tourism entrepreneurship in producing destination tourism... more This paper seeks to explore the role of tourism entrepreneurship in producing destination tourism spirit in Nigeria. Nigeria is a land richly endowed with natural and cultural resources. Concerted attempts have been made in the past five decades to build a viable tourism industry by government and a small number of operators, but not much has been achieved. The country has not been able to harness the abundant resources into attractive tourist products with high visitor-drawing power. Many reasons have been given for this ugly situation. The paper therefore conceptualized that, the possession of a resource base can only give absolute advantage, but does not produce the desired level of industry spirit necessary to sell the destination. What matters most is the resource conversion rate of entrepreneurs. Nigeria does not currently have a tourism model capable of achieving 80% of tourism resource conversion rate. This paper therefore proposes a tourism sector development model that posits tourism entrepreneurship as the potential driver of the tourism industry. It also highlights specific entrepreneurial tourism operations that are necessary to optimize the country's tourism goals. The proposed tourism destination development model (TDDM) has the following four components: invention of tourism entrepreneurial programmes, harnessing the potential of existing hospitality enterprises in creating a tourism value chain, promoting community based tourism (CBT) in tourism resource management and creating effective tourism regulatory framework and infrastructural base.
... Nigeria. UE Oyene, PD Braide, HA Adie, B Ikpeme, BB Esu, C Okoronkwo. Abstract. ... members. ... more ... Nigeria. UE Oyene, PD Braide, HA Adie, B Ikpeme, BB Esu, C Okoronkwo. Abstract. ... members. It was obvious that the centrally produced posters did not adequately address the social-cultural characteristics of the target audience. ...
Although tourism has been identified as an important economic sector in Nigeria in the past three... more Although tourism has been identified as an important economic sector in Nigeria in the past three decade by previous Governments, it received very little political and leadership commitment. Well articulated policies have been formulated for the sector, which have not been implemented. The development of human capital is one component of the National tourism Policy. The survival of every tourist destination is predicated on the provision of effective human capital management for the tourism organizations and enterprises. The quality of service delivery in a destination is a reflection of the quality of its human capital. This paper investigated the challenges of human resource management in the Nigerian tourism industry, the challenges of tourism and hospitality education in Nigeria. The paper presented a conceptual framework which demonstrates the linked between human capital management and tourism development. It recommends a stakeholders' approach to human capital development which would produce quality human capital that will in turn impact positively on tourism development in Nigeria.
The study examines the underlying structure of perceived event quality and relationships between ... more The study examines the underlying structure of perceived event quality and relationships between satisfaction and behavioural intentions of festival attendees. Secondly, the study is concern as to whether result outcome of this study from Nigeria corroborates the existing knowledge in the field of festival quality conducted in a few destinations cited in the study. The Calabar Festival 2012 was used for this study. Data was collected from a sample of 470 attendees drawn from twenty festival events/activities using a modified FESTPERF instrument comprised of twenty nine items. Three event quality dimensions (quality event employees, quality event environment and event product quality) were examined. Results show that significant relationships exist between perceived event quality and satisfaction and between satisfaction and behavioural intentions. No significant relationship was found between perceived event quality and behavioural intentions. It was concluded that the underlying re...
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