International Journal of Hospitality and Tourism Studies

Volume 3 - Issue 1 (2) | PP: 10 - 19 Language : English
DOI : https://doi.org/10.31559/IJHTS2022.3.1.2
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Effect of Destination Brand on Destination Competitiveness in Southwest Region of Nigeria

Elizabeth Abiola-Oke ,
Fakokunde, T.O
Received Date Revised Date Accepted Date Publication Date
3/2/2022 13/3/2022 4/4/2022 4/8/2022
Abstract
The image and competitiveness are essential aspects to its promotion and continuous existence in the marketplace. Both destination competitiveness and its brand image are individual concepts with significant influence on the destination. Hence this study is focused on how destination brand image can influence the competitiveness of a destination. To carry out this study, six destinations of the South-West region of Nigeria were the study area, and with the aid of a structured questionnaire, the data was collected. A total of 1530 questionnaires were distributed in the various attractions of the destinations, 1008 was recovered. From the analysis of the data through Structural equation Modelling, Path analysis, it was discovered that destination brand image does have a significant effect on the destination's competitiveness. Therefore, it is concluded that management organizations should give adequate attention to the brand image as it plays a significant role in the competitiveness of a destination.


How To Cite This Article
Abiola-Oke , E. & T.O , F. (2022). Effect of Destination Brand on Destination Competitiveness in Southwest Region of Nigeria. International Journal of Hospitality and Tourism Studies , 3 (1), 10-19, 10.31559/IJHTS2022.3.1.2

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