Effect of Security Perception on Marketing Performance of Selected Tourism Sites in Nigeria | Asian

The study looked at the impact of security on the marketing success of a few tourism businesses (sites) in Nigeria's South-East and South-South zones. Despite tourism's immense social and economic contributions, as well as Nigeria's vast tourism resources, the quality of marketing performance at tourism sites has been disappointing. The study's particular goals were to investigate the impact of security on marketing performance as assessed by consumer patronage, referrals, customer retention, and satisfaction. A total of 274 employees and 162 visitors (tourists) of the locations were surveyed for primary data. 263 copies of the staff questionnaire and 157 copies of the customer (tourist) questionnaire were retrieved and confirmed to be usable. Simple Regression Model was used to evaluate the research hypotheses at the 5% level of significance. The findings revealed that the study's dependent variables are significantly affected by the key construct (independent variable) of security. As a result, the researcher proposed that tourist business (site) management maintain increased security at tourism sites, as the success or failure of any tourism destination will be determined, among other things, by the provision of protection.

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