DESTINATION MANAGEMENT SYSTEMS AND TOURIST BEHAVIOR IN RIVER STATE
Abstract
This research explores the relationship between Destination Management Systems (DMS) and tourist behavior in the context of Rivers State, Nigeria, utilizing a mixed research design. A stratified random sample of 500 tourists was surveyed, combining both primary and secondary data sources. Four Likert scale questionnaires were employed to gauge tourist perceptions of DMS features. Quantitative data analysis involved descriptive statistics and inferential techniques, with hypotheses examined using the Pearson Product-Moment Correlation (PPMC).The findings indicate a significant correlation between DMS variables, particularly information availability and transaction ease, and consumer behavior among tourists. This suggests that well-implemented DMS strategies positively influence tourist choices and activities. In conclusion, it is recommended that Rivers State adopts effective DMS strategies to enhance tourism viability and competitiveness. To address the issue of personalization, employing DMS experts to develop innovative solutions is crucial. By improving DMS functionality and personalization, Rivers State can better cater to the diverse preferences and needs of tourists, ultimately fostering a more satisfying and memorable tourist experience. This study contributes to the growing body of research on DMS and tourist behavior, providing valuable insights for destination managers and policymakers seeking to optimize their tourism offerings and attract a broader range of visitors to the region.
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