DOI: http://dx.doi.org/10.4314/ gjedr.v14i2.4 GLOBAL JOURNAL OF EDUCATIONAL RESEARCH VOL 14, 2015: 101-108 101 COPYRIGHT© BACHUDO SCIENCE CO. LTD PRINTED IN NIGERIA. ISSN 1596-6224 www.globaljournalseries.com ; [email protected] MARKETING DESTINATION INFORMATION IN A TOURISM DRIVEN ECONOMY: THE CROSS RIVER STATE EXAMPLE ERIC OFRE, RUTH SIMON BASSEY AND FIDELIS E. INYOKWE (Received 14, November 2014; Revision Accepted 6, February 2015) ABSTRACT This paper studies the destination information marketing as an aid to the Cross River Tourism bid. A questionnaire was designed to elicit responses from the stakeholders in the tourism industry. Out of 69 questionnaire copies administered on tourist and workers in three popular hotels in Calabar (University of Calabar Hotel, Marian hotel and the Transcorp, Calabar) 50 unusable copies were retrieved and used in the analyses. The findings showed a predominance of domestic tourists in Cross River State. The sites/events most frequently visited included Christmas Festival, Obudu Mountain Race, Tinapa Holiday/Business Resort, Obudu Mountain Resort, Marina Resort (Water Front) and Leboku New Yam Festival. The single bedroom accommodation and double rooms are the most preferred accommodations. The most preferred tourist means of transportation included public mass transit, chartered taxis and car hire services. The most popular sources of tourism information in Cross River State were tourist guide books, internet and the Tourism Bureau. The most preferred souvenirs on Cross River State included indigenous art works and utilities. The most frequent complaint of tourists was the bad state of the roads. The most frequent complementary remarks were: “the state is very clean and beautiful”, “the people are very friendly”; “the state is very, very peaceful”. Suggestions were given for improvement. KEY WORDS: Marketing, destination information, tourism driven economy, Cross River State. INTRODUCTION reported that the travel and tourism industry is the world’s largest and most diverse industry. Tourism, as a travel for recreation, They reported that it is three times bigger than leisure and business has been a part of man’s the world’s expenditure on defense. The authors activities since the dawn of civilization. The word observed that many nations rely on this dynamic tourist was first used in 1772 (The Monthly industry (Nickerson, 1996) as a primary source Review, n.d.) and tourism by 1811(Online for generating revenue, employment, private Etymological Dictionary, 2013). Nature and sector growth and infrastructure development. beauty are appreciated by all normal human They believe that tourism is encouraged beings in search of fun. What is perhaps new particularly among the developing countries about tourism is the present drive to make it an around the world, when other forms of economic alternative income earner for states and development, such as manufacturing or the investment opportunities for investors. exploitation of natural resources, are not Gee and Fayo-Sola (1997), for instance, commercially viable. who looked at tourism from a global perspective, The factors for tourism development Eric Ofre , Head Reference Services Division, University of Calabar Library, Calabar, Nigeria. Ruth Simon Bassey, University Librarian, University of Calabar, Calabar, Nigeria. Fidelis E. Inyokwe, Head, Research Library Division, University of Calabar Library Calabar, Nigeria. 102 ERIC OFRE, RUTH SI MON BASSEY AND FIDELIS E. INYOKWE outlined above are akin to those of Cross River ii. To position tourism as a catalyst for the State. Recently, so much injustice was visited on development of the state by encouraging the state. The oil-rich Bakassi Peninsula, a tourism development planning in order to property of Cross River State was unjustly and make Cross River State a choice brazenly awarded to Cameroun by the destination, with enchanting ecologically International Court of Justice (ICJ). Not quite long sustainable tourism products, reliable afterwards, as if to add insults to injury, a infrastructure, and services. supposedly sister state successfully claimed 76 iii. To partner with stakeholders, in order to oil wells property of Cross River State. These develop and showcase Cross River State twin evils left the state almost economically as a safe and secure world class tourist wrecked and in shambles. destination (Government of Cross River But rather than weep over spilt milk, the State, 2007). state engaged in public-private partnership Despite these lofty objectives and heavy assistance from international financial institutions investments on tourism, one aspect of tourism to embark on developing alternatives income seems to be neglected or at best given just opportunities. A tourism master plan was drafted. marginal attention. This is the marketing of The tourism policy and practice in Cross River destination facilities and information. State is captured in the acronym CALABAR, This study is therefore aimed at meaning Come and Live and Be At Rest (Cross showcasing information relating to destination River State Government, 2010). This applies not facilities. Some of the details in this study may only to the city of Calabar, but to the entire state help tourists in planning their visits and making it of Cross River State which offers visitors a safe a very interesting time out. and relaxing atmosphere away from the commotion and congestion of Nigeria’s big cities. LITERATURE REVIEW Recognizing this, the government of Cross River State has made tourism development a priority The term tourism, according to Nickerson and is working in tandem with the private sector (1996), is the action and activities of people to brand Cross River State a premier destination taking trips to a place or places outside of their for Nigerians and foreigners alike. home community for any purpose except daily Cross River Tourism assets include the commuting to and from work. Nickerson (1996) riverside Tinapa Resorts with its water parks and believes the term tourism now includes business Obudu Ranch Resort with its mountain cable as well as travel for pleasure. Gee and Fayo-Sola cars. Much of Cross River also has a tropical (1997) defined tourism as the activities of climate and protected jungle conservation areas persons travelling to and staying in places that nature lovers of all ages can enjoy exploring, outside their usual environment for not more than the cultural heritage sites include Ikom Monoliths, one consecutive year to leisure, business and the Slave History Museum and the National other purposes. Museum Old Residency, the natural landmarks of tourists interest include Kwa Falls, Agbokim Reasons for Encouraging Tourism Waterfalls and the volcanic plug of Boje. These are only a few of the many attractions in Cross Gamble (1989) who wrote on tourism River State. Private individuals keyed into the and development in Africa, listed the reasons tourism drive by investing in ultra modern hotels, why African countries need to go into tourism. hostels and eateries that take care of the ever- Some of the reasons given by the author are as growing numbers of tourist in the peak period of follows: Christmas. 1. World Bank Report of 1969 stated that In doing all these, the specific objectives international tourisms provides for many of the Cross River State tourism effort includes; (developing countries) a useful element i. To aggressively pursue tourism in diversifying their sources of foreign development programme through the exchange earnings and improving the implementation of the Tourism Master balance of payments; Plan. ii. Creating employment; MARKET ING DESTINATION INFORMATION IN A TOURISM DRIVEN ECONOMY 103 iii. Dispersal of development to non- vi. Other services include hairdressing, industrial areas through the multiplier barbing saloons, information services effect; and tourist guide. iv. Tourism fosters a better understanding For Gee and Fayo-Sola (1997), tourist among people everywhere and leads to services could be grouped into: accommodation, better prospects of peace; food and beverages, and support services. They v. Tourism serves as a bridge between observed that accommodation or lodging facilities nations, leading to a better and their related services are where tourists stay understanding and tolerance of different overnight during their travels. They reported that cultures and ideologies. accommodation and related services account for vi. It shows people in the developing a good portion of the tourists’ total expenditure, countries the material wealth, values and depending on the quality of the accommodation, consumers preference of the inhabitants destination and purpose of the trip. According to of the developed world. the authors, there are a wide variety of types of vii. It projects favourable image of little accommodations which meet the demands of known or supposedly misunderstood various budgets including bed and breakfast countries. establishment, European style pensions (school viii. It encourages people to take pride in hostels) youth hostels, campgrounds, their national heritage. recreational vehicle parks and cruise ships. The hotels, the most common type of accommodation has its own categories, extending from luxurious Destination Attractions, Facilities and urban or resort properties, to small budget Services oriented motels. Destination attractions, according to Gee and Fayo-Sola (1997) also reported Wikipedia (2013) are places where tourists visit, that food and beverages