ABSTRACT
Travel and tourism industry is
one of the world's largest industry in which other developed nations have
benefitted from it by generation, socio-cultural integration among many of its
several benefit. Although, the case is not Africa most especially Nigeria where
vast majority of tourist attractions and potentials have not been properly
harnessed while others are lying dormant without being patronised. The survival
of this industry is largely dependent on patronage to the various attractions
available in the country. This research examined the pattern and determinants
of patronage of tourist attractions in Lagos being one of the tourism industry
hub in Nigeria. This would guide appropriate recommendations to factors
affecting the level of patronage to attractions.The research methodology made
use of interview, questionnaire survey and visual survey for data collection.
The management of each of the selected attractions are interviewed while the
questionnaires are administered to visitors who participated in the survey
voluntarily. A guided tour was made round the tourist attraction with a
representative of the staff to ascertain the available facilities and take
photographs where necessary. The key findings made includes that the basic
determinants of patronage as the challenges that tend to affect the patronage
of tourist attractions include poor accessibility ranking 1st, while
inadequate facilities, Poor management and maintenance of facilities, lack of
funding, cost of accommodation, lack of awareness and publicity and poor
infrastructure ranks 2nd to 7th respectively. In
conclusion it was discovered that patronage of tourist attraction in Lagos
State is relatively low. As a means of recommendation it is paramount that both
public and private sector should give detailed attention to the tourism
industry in other to harness the unused potentials that have been lying dormant
in the state and Nigeria at large. Also, there should be more accessible
publicity on the numerous existing attractions and their evolving trends.
CHAPTER ONE
INTRODUCTION
1.1 Background of
the Studies
In today‘s
tourism industry, increased competition for tourists has spurned many tourists
destination to specialise in developments that will givean edge over several
competitors. One way of achieving this is to develop strategies to market or
promote the destination as being unique and distinctive place.
Lagos State government has
identified tourism industry as one of its priority industries. The State is
very rich in human capital, ecology and cultural attractions. It has a wide
variety of man-made and natural features such as Slave relics and jetty, First
Storey Building in Nigeria, National Arts Theatre, Lekki Conservation Centre,
Tafawa Balewa Square, the City Mall, and vast beachfronts among others.
Ikporukpo (1993) noted that the
multiplicity of cultures in the country provides a good setting for the
evolution of various cultural heritage-based tourist facilities. Despite these
vast potentials, indicators suggest that tourism development in Lagos has been
very poorly developed and this has received inadequate attention over the
years, Ikporukpo (1993). This has relegated the State to the background when
the issues of tourism patronage are being discussed globally thereby losing out
in the benefits which is accrued to regions where tourism has been given
priority and developed.
Measuring patronage is importantfor the survival,
development andsuccess of the tourism business(Sirakay, 2003). When measuring
tourist patronage, the basic premise is that tourist reflect on their
experiences.Tourist patronage is one of the most frequently examined topics in
the hospitality and tourism industry because it plays an important role in the
continued and sustained
operation of any tourism business (Gursoy, D., McCleary, K.W., Lepsito, L.R.,. 2003, 2007).
A high level
of tourist satisfaction is likely to generate positive feedback from the
tourist including patronage of the tourist area, increased purchase of products,
and recommending these to others (Kozak and Rimmington, 2000; Gursoyet al.
2003; Andaleeb and Conway, 2006). The input of the tourists towards development
and enhancement of a tourist destination is therefore essential in maintaining
its competitive advantage. For this reason, it is important for players in the
industry to regularly assess the tourists‘ impressions of the visited sites, as
a feedback to help improve and diversify the products and services offered.
Several advantages for undertaking this study include, but are not limited to,
ensuring that the tourists‘ needs and expectations are met, maximizing tourist
flow and income generation.
1.2 Statement of
Research Problem
Despite the intensive
development of research on tourism, recreation and leisure, only a handful of
studies have dealt with the issue of patronage of activities in intending
destinations. Most of these studies explained antecedents and consequences of
tourism patronage from a single perspective, with no comprehensive model of
tourist patronage yet developed. Although researchers have identified major
driving factors of tourist patronage such as tourist expectations, perceived
quality, perceived value, and destination image, most of these constructs were
investigated separately with respect to their relationships with tourist
satisfaction such as Worthen (1998), Virden and Walker (1999).
It is observed thatrelatively
low patronage is enjoyed by some of the indigenous tourists attractions and
they are yet to receive due attention. In addition, a number of tourist
patronage studies have focused on western cultures, with few studies in third
world countries and almost none in Nigeria. Whether
or not these findings apply in Africa is still an open point that is yet to be
fully examined. This is why this study is assessing the determinants of
patronage of tourist attractions in Lagos. The result of this research is
expected to identify the factors affecting the level of patronage to tourist
attractions in Lagos towards making appropriate recommendations which will be
benefit to researchers.
1.3 Research
Questions
1.
What is the pattern of patronage to
tourist attractions in Lagos?
2.
What are the determinants of tourist
attraction in Lagos?
3.
What are the factors affecting the
level of patronage to tourist attractions in Lagos?
1.4 Aim and
Objectives
The
aim of this study is to establish the determinants of patronage and factors
affectingthe performance tourist attractions in Lagos towards making
appropriate recommendations.
Objectives:
1.
To identify the pattern of patronage
of the attractions.
2.
To examine the determinants of
patronage to tourists attractionsin Lagos.
3.
To identify the factors affecting
the level of patronage to tourist attractions in Lagos.
4.
To make appropriate recommendations
to for improving the level of patronage in tourist attractions of Lagos.
1.4 Scope of the
Study
Lagos
state has a lot of tourist attraction across its many areas, but this study is
focused on the tourist sites in Lagos city. There are other perspectives to the
study that requires attention but this research is limited to
tourist satisfaction and patronage within this area due to inability to reach
them.
1.5 Significance of
the Study
The importance of this study is
its focus on the patronage of visitors thereby identifying their problems and
having an insight into the operation of the destinations. It will also provide
policy makers with useful information on how to improve services in order to
achieve their goal and satisfy visitors. In addition to this, this study could
be used as bases for further investigation to enrich research findings in this
area of study.
1.6 Historical
Background
Lagos initially emerged as a
port city which originated on a collection of islands, which are contained in
the present day Local Government Areas (LGAs) of Lagos Island, Eti-Osa,
Ibeju-Lekki, Amuwo-Odofin and Apapa. The islands are separated by creeks,
fringing the southwest mouth of Lagos Lagoon, while protected from the Atlantic
Ocean by barrier islands and long sand spits such as Bar Beach, which stretch
up to 100 km east and west of the mouth. Due to rapid urbanization, the city
expanded to the west of the lagoon to include areas in the present day Lagos
Mainland, Ajeromi-Ifelodun and Surulere. This led to the classification of
Lagos into two main areas - the Island, which was the initial city of Lagos,
before it expanded into the area known as the Mainland. This city area was
governed directly by the Federal Government through the Lagos City Council,
until the creation of Lagos State in 1967, which led to the splitting of Lagos
city into Local Government Areas (LGAs).
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