Enhancing Destination Loyalty through Online Presence in the Tourism Industry in South-East Nigeria

Obiora, J. N and Nwokorie, Edwin Chigozie (2019) Enhancing Destination Loyalty through Online Presence in the Tourism Industry in South-East Nigeria. International Accounting and Taxation Research Group, Faculty of Management Sciences, University of Benin, Benin City, Nigeria.. pp. 1-13. ISSN 2635-2966

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Abstract

This research explored the relationship between online presence and destination loyalty with the sole objective of enhancing destination loyalty, in selected tourist destinations in South East, Nigeria. Questionnaire was administered to 135 respondents out of which 122 were retrieved and utilized for the analysis. Data were analyzed in descriptive and inferential statistics using the SPSS (version 24.0), and the Spearman rank correlation (rho) was used to test hypotheses. Positive significant relationships were found between dimensions of online presence and measures of destination loyalty. The study discovered that the most viable variable is the relationship that exists between the destination’s website and service delivery, while the least is social media and service delivery. From the findings, it was recommended that tourist destinations should enhance their clientele base more through the destinations website.

Item Type:	Article
Subjects:	Q Science > Q Science (General)
Divisions:	Faculty of Engineering, Science and Mathematics > School of Electronics and Computer Science
Depositing User:	Mr. Bolanle Yisau I.
Date Deposited:	30 May 2021 17:27
Last Modified:	30 May 2021 17:27
URI:	http://eprints.federalpolyilaro.edu.ng/id/eprint/1525

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