Moderating Effect of Government Policies on Marketing Strategy and Tourism Patronage in Nigeria

Oyebode, Aminat Olaitan on 06/01/2017

The tourism industry has been identified as a very vital and popular global human activity that now becomes an economic booster which can contribute to the economic development of Nigeria. However, tourism industry in Nigeria has not been exploited to generate the expected contribution to the socio economic development of the country. This has caused tourism’s failure to solve the problem of over-reliance of oil and gas. This study examined the moderating effect of government policies on tourism patronage in South West Nigeria.  The study adopted a survey research design. A population made up of all tourism destinations in South West Nigeria with population of 85 staff was surveyed and the total enumeration method of sampling was used. The questionnaires returned were 74 which is 87 % response rate. The Cronbach’s Alpha coefficients for the constructs ranged between 0.72 and 0.93. The data were analysed using descriptive and inferential (hierarchical regression) statististics. The findings revealed that policies significantly moderated the relationship between Marketing Strategy and Tourism Patronage (r = .899, F (1, 70) = 11.511, R2 = 0.370, p < 0.05).  The study concluded that government policies had significant effect on tourism patronage in South West Nigeria. It is recommended that Federal Government of Nigeria should adequately execute policies on tourism to enable tourism develop to their full capacity in Nigeria. The government should make adequate funds available to tourism in Nigeria so that the sector will match with international standards.


Keywords:     Government policies, Tourism patronage, Customer patronage,

Tourism revenue