Title: Driving Domestic Tourism: An Analysis Of Travel Motivations And Behavior At A Nigerian Resort
Authors: DOTIMI ALAMENE
Volume: 9
Issue: 11
Pages: 69-76
Publication Date: 2025/11/28
Abstract:
Understanding the travel motivations of domestic tourists is crucial for the development of Nigeria's burgeoning tourism sector. While extensive research exists on tourist behavior globally, a significant gap remains regarding the specific drivers of resort tourism within the Nigerian context. This study aims to identify the key motivational factors influencing Nigerian tourists' decisions to visit a local resort and to determine their relative importance. An empirical survey was conducted, collecting data from 201 respondents via on-site and email questionnaires at a resort in Nigeria. The data were analyzed using descriptive statistics and factor analysis. The analysis revealed five primary motivational dimensions: Rest and Relaxation, Recreational Activities, Enriching and Learning Experiences, Social Experiences, and Personal Values. Among these, Rest and Relaxation emerged as the most significant motivator (Mean=3.63), while Personal Values were the least influential. The findings indicate that for the surveyed demographic-predominantly middle-aged, educated, and family-oriented Nigerians-the resort's primary appeal is its function as a sanctuary for escape and rejuvenation. The study concludes that marketing strategies and service delivery for Nigerian resorts must be strategically aligned with these core motivators to effectively capture and grow the domestic tourism market.