Faculty of Social Sciences

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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 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.
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.
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.
Urbanization’s Impact on the Development of Tourism in Nigeria: A Case Study of Eti-Osa Local Government Area of Lagos State, Nigeria
(Journal of Advances in Social Science and Humanities, 2019) Abiola-Oke, Elizabeth
Urbanization and Tourism are two concepts that both have impact on the development of an area, and both having impact on each other- urbanization influencing tourism, and tourism influencing urbanization. For this study, the researcher tested the relationship between urbanization and tourism development using Eti-Osa Local Government area of Lagos State. To carryout this study, the researcher collected primary data through a questionnaire which was administered at the study area. The population for this study is the residents of the Local Government Area, from the population, a sample was drawn using convenient sampling. The researcher was able to distribute 107 questionnaires, and retrieved 100. The data was analysed using both descriptive and statistical analysis. The result of the finding states that there is no relationship between urbanization and tourism development of Eti-Osa Local Government Area.

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