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International Journal of Research and Innovation in Social Science (IJRISS) | Volume V, Issue III, March 2021 | ISSN 2454–6186

The Impact of Hospitality and Tourism Marketing on Nigeria Economy: Empirical Analysis.

Ifediba, Emmanvitalis Emeka Ph.D1, Abada, Uchechukwu Daniel Ph.D, ACIB2
1Department of Marketing Madonna University Nigeria, Okija Campus.
2Department of Banking And Finance Madonna University Nigeria, Okija Campus.

IJRISS Call for paper

Abstract: The impact of hospitality and tourism on the GDP of a nation cannot be over-emphasized. However, tourism is expected to be a significant contributor to country’s GDP in the future and have impacts on infrastructural development. This study investigated the impact of hospitality and tourism marketing on Nigeria economy. The area of study covers (2) tourist center’s each from Lagos State and Cross River State in Nigeria. The study employed primary data collected in ensuring that valuable data were obtained for the data analysis. A total number of one hundred and twenty (120) copies of questionnaire were administered to staff of the selected tourist Centre’s for which (80) returned were used for analysis. After cleaning and sorting the copies of the accepted questionnaire they were fed into the statistical package for social science (SPSS). The questionnaire was structured in line with the research objectives, questions and hypothesis of the study. The Pearson product moment correlation coefficient was used to confirm formulated hypotheses. Among the finding were that hospitality and tourism has poor contribution on Nigeria economy GDP. Also, tourism marketing skills of Nigeria is below average. The study concluded that if tourism sector is properly harnessed it will generate reasonable revenue to government, and recommended that government should provide adequate funds through budgetary allocation and financial aids to tourism Management for effective promotion of tourism in the states

Keywords: Tourism Marketing, GDP, hospitality industries, economy.


It is widely recognized that tourism is an important factor that can contribute to the development of market-oriented economy. It can be stated that tourism is directly linked with the cultural, economic and intellectual potential of a country and the current statistical data show that tourism is seen as one of the most profitable and rapidly developing industries in the world. It is expected that in the early 21st century the number of tourists will increase dramatically and consequently the revenues from tourism will increase considerably. In recent times, economists have observed that diversification in an economy is a sign and powerful factor of health and true and sustainable source of wealth. This is to say that if a country or region’s hope of economic survival is dependent on an industry, then such industry is bound to experience pressure on its facilities and resources, giving rise to economic recession and ultimately, poverty and starvation among the people and a breakdown of economic activities. Following the recent economic recession around the world, most developed and developing countries are embracing tourism as a major