Department of Hospitality and Tourism Management

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Analytical investigation of the problems and prospect of ecotourism in Osun State, Nigeria. A case of the Osun –Oshogbo sacred grove
(International Journal of Business & Management Studies Courage University, Republic Du Benin, 2019) Abiola-Oke, Elizabeth
Caprihan and Shivakumar (2004) see ecotourism as an amalgamation of two separate concepts ecology and tourism, but when viewed jointly, the coinage assumes great significance both for ecological conservation and development of tourism. Ecotourism promises achievement of conservation goals, improving the well-being of local communities and generating new business promising a rare win-win situation (Drumm and Moore, 2002). According to Oladeji (2012), Ecotourism involves travel to destinations where flora, fauna and cultural heritage are the primary attractions. As a segment of the travel industry, ecotourism is the fastest growing segment –growing Worldwide by 30% each year, according to Varty (2003). Ecotourism is attracting increasing attention in recent years, not only as an alternative to mass tourism but also as a means of economic development and environmental conservation (Campbell, 2002). Osun Oshogbo sacred grove is rich in biodiversity, high species endemism and home to many wildlife species recognised by international treaties and conventions. Boosted by remarkable, geographical, natural, cultural, historical and aesthetic attribute, the grove is a potential pearl of ecotourism in the world (Ifamuregun, 2009). In Nigeria, however, substantial economic potentials of tourism have suffered neglect for long and have been less favoured by the different government to the oil, telecommunication and agriculture industry (WTO 2006). Very worrisome is the fact that the Oshogbo zone of Osun state blessed with tourism assets that are less known nationally and possibly not recognised internationally. This should be a revenue generation pivot for the State, but incidentally, the present revenue allocation structure which allows for the allocation of nationally generated funds to the State may be a significant factor for the state’s reluctance to look inward and probably developing its tourism potentials. As such, it is the contention of this study to analytically investigate the problems and prospect of ecotourism in Osun State, Nigeria. A case study of the Osun –Oshogbo sacred grove.
Assessment of E-Training Digital Innovation and Organisational Performance: A Post COVID-19 Experience in Nigeria
(International Journal of Innovative Science and Research Technology, 2023) Abiola-Oke, Elizabeth
This study examined the effect of e-training as a digital innovation practice on organisational performance among brewery firms in the southwestern region of Nigeria. The multistage sampling was engaged to arrive at 332 employees using Slovin (1960) sample size determination formulae. A questionnaire was used as a research instrument. Partial Least Squares-Structural Equation Modelling (PLS-SEM) was deployed as a data analysis tool. The findings of the study revealed a significant and positive effect of e-training on Organizational Performance (OP) within the model (β = 0.429, t = 8.188, f 2 = 0.226, R2 = 0.184, p < 0.05). The policy implies that the Brewery firms should uphold the e-training activities indicators identified in the study and sustain the deployment of the four performance measurement indicators. The firms are to invest more in e-training strategies to retain employees and gain sustainable capacity.
Assessment of facors influencing customer's patronage in hotels: a case study of Eko Hotels and suites
(International Journal of Progressive Research in Engineering Management and Science (IJPREMS), 2023) Abiola-Oke, Elizabeth
This research paper aims to assess the factors that significantly influence customers' patronage in the context of hotels, explicitly focusing on the renowned Eko Hotels and Suites. The hospitality industry is highly competitive, and understanding the determinants of customer patronage is crucial for hotels to thrive. By conducting an in-depth analysis of the factors influencing customer behaviour and satisfaction, this study aims to provide valuable insights to help hotel managers enhance their service offerings and attract and retain loyal customers. The research employed a survey approach using a structured questionnaire to collect data from a diverse sample of customers. The findings contribute to the existing body of knowledge in hospitality management and assist industry professionals in making informed decisions to improve customer satisfaction and maximise business success.
The Branded Hotel as an Element of Destination Branding
(Academica Turistica - Tourism and Innovation Journal, 2019-06) Abiola-Oke, Elizabeth
The purpose of this article was to examine the effect of the availability of hotel brands in a destination on the promotion of the destination. Data for this study were collected through online questionnaires from a diverse population. The respondents were reached via a social medium (LinkedIn, on which the author has an account) and membership in different tourism-related and non-tourism related groups. The tourism-related groups are made up of both professionals in the field and nonprofessionals. The data were analysed using descriptive analysis (tables, cross tabulation, and Spearman ranked correlation) with spss. It was discovered that hotel brands have little impact on the choice of destination to visit in comparison to other elements of a destination, such as attraction, transportation, and other supporting services. Therefore, a hotel brand cannot be used as the sole element of destination branding as it has little or no effect on branding a destination.
Destination Branding by the Brand of Hotel
(Journal of Tourism and Hospitality Management, 2020) Abiola-Oke, Elizabeth
Most destinations around the world are alike in the services delivered to the tourists. Hence, it is becoming difficult for tourists to differentiate one destination from the other due to the similarity of resources, activities, and other services. Tourism destination, just like any other product, requires a distinguishing factor and that is where branding comes into play. Hence the aim of the study is to critically examine the impact of hotel brands on the branding of a destination.
Destination Marketing: A Tool for Creating and Marketing Tourism Destination Image.
(International Journal of Banking, Finance, Management and Development Studies, 2016) Abiola-Oke, Elizabeth
Destination branding is seen as a marketing tool as well as a tool for creating an image for the destination. In creating an image for the destination through branding, it is therefore important to have a differentiating element in the destination. Therefore, this research is focused on identifying the differentiating factor that would make a destination unique amongst others by examining the place of the hotel brand in creating this unique factor. In line with this, the research aimed to examine the influence hotel brands have on the choice of destination to visit. To achieve the aim, the researcher reviewed the literature on the topic to identify the available information on the topic. The researcher also collected empirical data on the topic using a questionnaire (Online). The data collected were analysed both quantitatively and qualitatively because the questionnaire was used to collect both quantitative and qualitative data using closed-ended and open-ended questions. Statistical package for social sciences (SPSS) was used to quantitatively analyse the data, while the content analysis method was used to analyze the qualitative data. Having researched as explained above, the findings showed that, although the availability of branded hotels in a destination could create an image for the destination, it is not the primary factor influencing the choice of destination to visit. A conclusion was reached based on the findings that, the major factor that influences the choice of destination is attractions and the others- accommodation, transportation, and other supporting services- are essential which cannot exist without the attractions in a destination.
Ecotourism Impacts of Old Oyo National Park on Host Communities
(Journal of Geography, Environment and Planning, 2015) Abiola-Oke, Elizabeth
Old Oyo National Park has commenced active ecotourism services based on ecology and archaeology resource. This includes, the museum at the park's administrative head office and Akoto camp display exhibits of cultural, archaeological and historical values for eco-tourists’ delight (NNPS, 2015). This research work delves into the impact of this ecotourism park on the host communities. The findings reveals that the impacts are multifaceted both positive and negative. It further revealed that though some of the locals have benefited from employment opportunities within the park, and provisions of borehole and good roads, but the challenges relating to clashes, litigations and lack of active participation or involvement of the communities in the park management activities on one hand and that involving policy clashes between the community members and the park management on the other hand are major issues militating against the development and peaceful co-existence of the park development and the host communities. Suggestions, hinging on the creation of community friendly awareness, adopting active participatory approach to park management and provision of healthy and economically viable environment for living were recommended for effective park management within the host communities.
Effect of Destination Brand on Destination Competitiveness in Southwest Region of Nigeria
(International Journal of Hospitality and Tourism Studies (IJHTS), 2022-06) Abiola-Oke, Elizabeth
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.
Effect of Online Travel Booking and Social Media on Tourism Destination Marketing
(Advanced Journal of Social Science, 2019-07-18) Abiola-Oke, Elizabeth
The impact of information and Communication Technologies (ICTs) is also felt in the field of tourism as it plays an essential role in the development and marketing of tourism. The study focused on the growth of Online Travel Booking in the tourism industry in terms of the internet, mobile and social media in a country like Nigeria where there are tons of tourist destinations across the country. Both primary and secondary data were used for this study. A questionnaire was designed to collect primary data. The survey was distributed to a sample of 222 students of Redeemer's University through the random selection of both genders. The Chi-square method was employed in analysing the data. Out of 222 questionnaires administered, only 200 were retrieved. Flights and Hotel reservations can be made online through e-mail, telephone calls and other internet services thereby helping to reduce if not remove the time-wasting processes of the old system entirely. It is, therefore, evident that its adoption is necessary for proper inclusion in these benefits and sustainable development of tourism.
Entrepreneurship and Leadership: the role of women entrepreneurs in the development of sustainbable tourism sector
(Department of Business Administration, Olabisi Onabanjo University, Ago-Iwoye & Institute of Managerial Economists, 2021) Abiola-Oke, Elizabeth
Examining the Impact of Motivating and Compensating Employees on Customer Satisfaction: A Case Study of Premier Hotel, Ibadan Nigeria
(2023) Abiola-Oke, Elizabeth
This study examines the impact of motivating and compensating employees on customer satisfaction in Premier Hotel, Ibadan, Nigeria. The research focuses on the hospitality industry, particularly hotels, where customer satisfaction plays a crucial role in success. The study utilizes a case study approach, with data collected through structured questionnaires distributed to both staff and customers of Premier Hotel. Primary and secondary data sources are used, and data analysis involves descriptive and statistical methods, including Spearman’s Rank Correlation Coefficient. The findings aim to enhance understanding of the relationship between employee motivation, compensation, and customer satisfaction in the hospitality industry, providing insights for hotel management to improve practices and drive business success.
The Extent to Which Political and Economic Risks have Affected the Tourism Industry in Nigeria
(STUDIA HUMANISTYCZNE AGH, 2019) Abiola-Oke, Elizabeth
Objective: The study aims to determine the extent to which political and economic risks have affected the tourism industry and the economy in Nigeria. Prior Work: In recent times, there has been a clamour for the development of t The study aims to determine the extent to which political and economic risks have affected the tourism industry and the economy in Nigeria. Prior Work: In recent times, there has been a clamour for the development of the Nigerian tourism industry but such has been beset by a spate of religious intolerance, insurgency, and changes in government, among others. There seems to be dearth of literature and empirical evidence to show the extent to which political risk has influenced tourism in Nigeria. Approach: Time series secondary data from the World Travel and Tourism Council, 2017 were used in the regression analysis. Regression statistical technique was used to examine the relationship between political and economic risk and tourism in Nigeria specifically between 2006 and 2017. Results: The study adopted a regression approach and found out that causality exists and there is a positive significant relationship between political and economic risk in Nigeria. Implication: The result of the relationship shows that political and economic risk have effects on tourism, and tourism has a significant impact on the economy. The significant effect of political and economic risk on tourism calls for adequate security in the country, and better legal and institutional frameworks. This will enhance the economic impact of tourism on the Nigerian economy.
Gamification and Customer Experience in the Hospitality Industry
(2020-12-31) Abiola-Oke, Elizabeth
The application of gaming techniques and its measurement have engendered many discussions. Premised on the gamification dimensions of loyalty programs, advertising, and promotions, and creating or developing new services, this study examines the effect of the dimensions of gamification on the elements of customers' experience in the Hospitality industry. Utilising the survey research design and two-stage sampling technique, 700 customers of hotels and restaurants were sampled in the Nigerian Hospitality sector. The multivariate analysis was used in data analysis. The results reveal that gamification significantly affects customers' experience. The findings showed that creating new services is the most significant measure of gamification affecting customers' experience. The study also established that loyalty programmes, advertising, and promotion, and creating new services as dimensions of gamification are drivers of customers' experience. Firms in the service sector should pay attention to the issue of gamification in order to create a better customer experience, which could sustain competitiveness in the long-run. The study recommends that gamification strategies should be utilized in the hospitality industry. Emphases should be placed on making sure the customers' have peace of mind while patronizing the hospitality and tourism industry. The study contributes to the literature on the utilization of gamification in the Hospitality industry. The study analyzed the interaction between gamified services and customers' experience by utilizing each element of gamification separately.
GENDER DIVERSITY IN BOARD ROOMS AND MARKET VALUE OF DEPOSIT MONEY BANKS IN NIGERIA
(Hallmark University Journal of Management and Social Sciences (HUJMSS), 2019-02) Abiola-Oke, Elizabeth
The study examined the impact of gender diversity in board rooms on firm value of deposit money banks in Nigeria. The co-relational research design was adopted with the use of secondary data obtained from the annual reports of selected banks. A sample of thirteen banks was purposively drawn from the population of twenty-one listed deposit money banks on the floor of the Nigerian stock exchange as at December, 2017 over a seven-year period (2011-2017). The regression analysis was adopted for empirical evidence. Findings from the study show a positive but non-significant relationship between number of female board members and firm value of the sampled banks (β= 0.7143; t=0.6802). The study therefore concludes that gender diversity in board rooms has no significant impact on the firm value of deposit money banks in Nigeria. However, due to the apparent advantages of including women in management teams, as seen by the findings of many international studies as well as the need for gender equality, this study recommends that most Nigerian deposit money banks increase the currently small percentages of women on their boards.
Hospitality Services and the Promotion of Religious Tourism: A study of Redemption City, Nigeria
(International Journal of Religious Tourism and Pilgrimage, 2024-06-21) Abiola-Oke, Elizabeth
Religious tourism is acknowledged as a fast-growing sector within the tourism business, and hospitality services’ role in supporting this growth is important. This study used a quantitative research design to explore the specific function that hospitality services have in promoting religious tourism. Literature study and the distribution of structured research questionnaires to Redemption Resort visitors during monthly programs were the methods adopted for the collection of data. The results show that hospitality services promote religious tourism by providing a safe and comfortable stay, planning religious activities and ceremonies, and providing regional and traditional foods. The study also discusses issues like maintaining cultural authenticity and handling religious diversity that hospitality services must deal with in this situation. The study concludes that hospitality services are crucial to the growth of religious tourism and have the potential to influence the sector’s overall expansion significantly.
Ict Usage and Tourism Destination Patronage in Nigeria
(Iris Journal of Economics & Business Management- IJEBM, 2023) Abiola-Oke, Elizabeth
Due to the level of innovation expansion in the world today, it is expedient that organizations align themselves to these expansions to enhance their operations and relevance in the face of competition. In line with this, tourism organizations and Destination Management Organization has identified the essence of Information and Communication Technology, hence, it’s utilization in tourism industry today. As a result of the level of development and, acceptance of the Information and Communication Technology, most tourism organizations and destinations now adopts its usage in their operations. Its adoption is seen to aid increase in the level of patronization. This is because potential customers are able to access good and quality information before making a purchase of the tourism services.This study, therefore, was carried out to research into the impact of ICT usage on tourism promotion and to understand the perspective of people on its usage and usefulness. Hence, having reviewed literature, an online questionnaire was designed using a survey method. In analyzing the data, both inferential and descriptive analysis were used with the aid of Statistical Package for Social Sciences (SPSS). The findings, therefore, indicated a significant relationship exists between the usage of ICT devices and tourism promotion in terms of patronization.
Moderating Effect of the Use of eWOM on Subjective Norms, Behavioural Control and Religious Tourist Revisit Intention
(International Journal of Religious Tourism and Pilgrimage, 2019-06) Abiola-Oke, Elizabeth
Religious activities are a common topic of discussion on various platforms and online forums in Nigeria. These online interactions shape opinions and attitudes of tourists to a religious destination. The use of electronic word of mouth has become a factor in influencing behavioural intention. Hence, this study investigated the relationship between the use of eWOM and tourist revisiting intention to a religious destination and the effect of the use of eWOM on the relationship between Subjective Norm, Perceived Behavioural control and Revisit intention of visitors to religious destinations. The hypotheses for the study was tested using a Hierarchical Regression model. The essence was to examine the effect of each variable on revisit intention as they are entered into the regression equation. The findings show that the combination of the use of eWOM, subjective norm, perceived behavioural control and even attitude has a strong influence on revisiting intention. However, the use of eWOM has a weak effect on revisit intention of religious tourists. The study recommends that managers of religious events pay more attention to the experience rather than focusing on using eWOM as a promotional tool, although it may attract new visitors, it will not make them come back.
The Impact of Destination Brand Image on Entrepreneurial Development in the Tourism Host Communities in the South-West Region of Nigeria
(International Journal of Research Publication and Reviews, 2023) Abiola-Oke, Elizabeth
The study is based on how tourism destination competitiveness enhances entrepreneurial development. The study aims to assess the factors contributing to the region’s tourism competitiveness and examine the role of entrepreneurial activities in fostering its development. The study adopted a survey research method, a structured questionnaire was used in collecting primary data, and the data were analysed using SMART PLS for structural equation modelling and path analysis. The study’s findings identified the role of tourism competitiveness in entrepreneurship development. The results reveal that facilitating indicators are the most significant measure of destination competitiveness influenced by entrepreneurial development. In contrast, the presence of local businesses at the destination is the most significant measure of entrepreneurial development influenced by destination competitiveness. The observed variables also indicate that destination attraction is critical to the facilitating indicators since it is the most significant variable driving core indicators. Therefore, it is concluded that the competitiveness of tourism destinations plays a significant role in developing entrepreneurship.
The Impact of Destination Brand Image on Entrepreneurial Development in the Tourism Host Communities in the South-West Region of Nigeria
(International Journal of Research Publication and Reviews, 2023) Abiola-Oke, Elizabeth
This study provides a comprehensive literature review on destination marketing and branding, examining their significance in attracting tourists and promoting economic development. The complex nature of destinations and the increasing global competition for tourism necessitate a relational approach to destination marketing. Destination branding is recognized as a crucial tool for distinguishing a destination and attracting visitors. Destination Marketing Organizations (DMOs) play a vital role in marketing and branding destinations, considering the diverse stakeholders and tourism products involved. The evolution of destination branding has shifted focus from image building to identifying unique attractions and creating a positive destination image. Differentiation and unique selling propositions are essential in a highly competitive marketplace. Future research should explore innovative strategies for destination marketing and branding in light of changing consumer preferences and technological advancements. Understanding these concepts is crucial for the effective management and promotion of destinations, contributing to their sustainable growth and success
The Relationship Between Internet Usage and the Search for Tourist Destinations: A Case of Nigeria
(International Journal of Research Publication and Reviews, 2023) Abiola-Oke, Elizabeth
The boom in technology and information technology has impacted the business world since the late '80s when the Internet began to penetrate the lives of millions of users around the globe. This research study investigates the relationship between internet usage and the search behavior of individuals when exploring and selecting tourist destinations. With the advent of the internet, individuals now have unprecedented access to information and resources that influence their decision- making process. Understanding how internet usage impacts the search behavior of individuals in the context of tourist destination selection is of great importance for tourism industry stakeholders and policymakers. Furthermore, the study explores the advantages and disadvantages of using the internet for destination search and compares the search behavior and destination preferences of individuals relying heavily on internet sources with those primarily utilizing offline sources. The study employed a survey research design. A structured questionnaire was designed to gather quantitative data on internet usage patterns and search behavior related to tourist destinations. The questionnaire was distributed to a sample of 222 Redeemer’s University, Nigeria, by randomly selecting both genders. Both the primary and secondary data were used for this study. A questionnaire was designed to collect primary data. The chi-square method was used to test the hypotheses and analyze the data gathered through the questionnaire. The findings provide valuable insights for tourism businesses and destination marketing organizations, enabling them to develop effective strategies that cater to modern travelers' evolving needs and preferences. Additionally, the research contributes to the existing literature on destination choice and offers practical recommendations for enhancing online destination marketing and information dissemination. By comprehending the relationship between internet usage and the search for tourist destinations, this study contributes to adapting to the changing landscape of the tourism industry. The findings have implications for destination marketing and management, allowing for more targeted and personalized approaches to meet the demands of contemporary travelers.

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