International records / OpenAlex research

Marketing and Tourism Development in Nigeria: A Conceptual Review

This study explores the impact of marketing on tourism development in Nigeria. It critically and contextually examines marketing’s pervasiveness and dynamism, the current marketing strategies used to promote Nigerian tourism destinations and evaluate their effectiveness. It highlights tourism marketing, its key elements, objectives and characteristics, tourism markets, tourism marketing mix (7Ps) and market positioning of tourism products and services, among others. Findings reveal that despite Nigeria’s abundant cultural and natural tourism resources, the sector is underperforming due to frag…