Visitors Perception of Ecotourism Opportunities: A Strategy for Development of Marketing Plan in Kainji Lake National Park, Nigeria

By Arowosafe. F. C. and _Oladeji S.O.


Ecotourism marketing managers need to pay serious attention to customer expectations based on opinions, experiences and information obtained during the course of their visits. This becomes very important because the successes of the business are directly proportional to customers’ perception. This was the issue for this study which was hinged on the design of a customer–driven marketing strategy for Kanji Lake National Park (KLNP), Nigeria, through analysis of data collected on the travel profile of the visitors, purpose of visit, experiences and emotional responses as expressed over a period of four years (2011-2015). Both primary and secondary data were used in the study. Primary data were collected with the aid of a questionnaire and this was complemented with field observations. Secondary data were collected and analysed using both quantitative and qualitative approaches. A total of nine thousand, three hundred and nine (9,639) visitors were recorded during the study period. These included adult (39.0%) and children below of 10 years (61.0%). About 52.0% of the visitors came in groups while the balance of 48.0% came individually. Gender difference was established through the visitors’ prefix. A greater percentage of the visitors (32.86%) indicated that their visit was satisfactory and a worthwhile experience. The KLNP is endowed with arrays of attractions such as wildlife resources, geological formations, hydrological formations, chalets and cultural heritage resources that offer various opportunities such as education (41.18%) and nature tourism (29.05%). The strategic marketing plan was drawn based on the suggestions from the visitors for improve service delivery. Research output will enhance attraction of upscale tourists to the park.

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