DESTINATION MARKETING AND TOURIST REVISIT INTENTION OF PORT HARCOURT PLEASURE PARK IN POST COVID-19 ERA

  • Gideon Chukwunwem UBOEGBULAM PhD
  • Inemesit RICHARD AKPAKPAN
Keywords: Destination Image, Brand Awareness, Fear Arousal, Tourist Satisfaction, COVID-19

Abstract

The study examined the relationship between destination marketing and tourist revisit intention in Post covid-19 era of Port Harcourt Pleasure Park. Three hypothesised relationships were formulated, with destination image, brand awareness, and fear arousal serving as the dimensions of destination marketing while customer satisfaction was used as a measure of tourist revisit intention. The study adopted descriptive survey research to test the influence of destination marketing on tourist revisit intention at the Pleasure Park with a sample size of 100  determined with Freund and Williams formula for unknown population   The study hypotheses were analysed using Multiple Regression Analysis and the result showed that only destination image had a significant effect on tourist satisfaction at the Port Harcourt Pleasure Park, while the effect of brand awareness and fear arousal was insignificant. The study concluded that a well-developed and implemented destination marketing strategy can improve the satisfaction of tourists at the Port Harcourt Pleasure Park  The researchers recommended that the establishment of a destination marketing organisation will lead to the promotion of the destination image of Port Harcourt.

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Author Biographies

Gideon Chukwunwem UBOEGBULAM, PhD

University of Port Harcourt, Faculty of Management Sciences, Department of Hospitality Management and Tourism, Choba, Rivers State, Nigeria.

Inemesit RICHARD AKPAKPAN

University of Port Harcourt, Faculty of Management Sciences, Department of Hospitality Management and Tourism, Choba, Rivers State, Nigeria.

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Published
2021-01-25
How to Cite
Chukwunwem UBOEGBULAM, G., & RICHARD AKPAKPAN, I. (2021). DESTINATION MARKETING AND TOURIST REVISIT INTENTION OF PORT HARCOURT PLEASURE PARK IN POST COVID-19 ERA. GPH-International Journal of Social Science and Humanities Research, 4(01), 83-94. https://doi.org/10.5281/zenodo.6965731