INVESTIGATING THE BRAND IMAGE OF NIGERIA AND ITS IMPLICATION FOR MARKETING THE COUNTRY AS A TOURISM DESTINATION

ABSTRACT

This study examined and analyzed the brand image of Nigeria and its implication for marketing the country as a tourism destination. Data were primarily sourced through the online administration of two hundred (200) questionnaire out of which same number (200) were found usable for the empirical analysis. The descriptive (frequency, mean and percentage) and inferential statistics (regression) were adopted for the study’s analysis. Specifically, the analysis revealed the following: that Nigeria's cultural heritage has no significant influence on Nigeria brand image, Nigeria's political stability has a significant impact on Nigeria brand image, that Nigeria's natural attractions have a significant effect on Nigeria brand image, that Nigeria's hospitality and services significantly contributes to shaping Nigeria brand image, that the promotion of tourist centers in Nigeria significantly affect Nigeria brand image, that there is a significant relationship between the perception of tourism and brand image of Nigeria and an overall insignificance difference demographic variables (such as gender, occupation, religion, income level and nationality) and Nigeria brand image. Based on these findings it was recommended that: efforts should be intensified in preserving and promoting Nigeria's rich cultural heritage through digital storytelling, cultural festivals, and international cultural exchanges, the government, in collaboration with relevant stakeholders, should implement and sustain policies that promote peace and security, initiatives such as eco-tourism should be promoted, wherein tourists are not just visiting but are also educated about the importance of conserving the natural environment, ensuring that tourists receive exceptional service during their stay will enhance their overall experience and perception of Nigeria, thereby positively impacting the country's brand image and marketing efforts should be more targeted and tailored to showcase the unique experiences that Nigeria offers as a tourism destination.