TRAVEL MOTIVATION AND DESTINATION CHOICE OF CROSS RIVER STATE, NIGERIA
Abstract
This study examined the effect of travel motivations on destination choice of Cross River State, Nigeria. In particular, the study examined the effect of internal travel motivations and external travel motivations on destination choice. The study adopted the cross-sectional survey design on 400 samples. Copies of the survey instrument were distributed to both on-site and online tourists. The data obtained were analyzed using multiple regression analysis. The result revealed that both internal and external travel motivations generally affect destination choice in Cross River State, Nigeria. Although on a very close examination, it was discovered that certain external factors which are beyond the control of the tourists such as safety and security of the destination as well as prices and shopping available at the destination did not really play a significant role in the travelers’ destination choice in contrast to existing literature. The recommendations were that information boards containing historic information should be provided; musical shows, concerts and art and craft exhibitions, ekpe festivals and food festivals should be organized. It also recommended that tour guides should be trained to help engage the tourist while in the destination and bus shuttles, helicopter should be provided to aid movement within the destination.