IMPACT OF RESORT IMAGE ON TOURIST LOYALTY OF SELECTED TOURISM SITES IN RIVERS STATE
Abstract
This study delves into the intricate relationship between resort image and tourist loyalty, focusing on selected resorts within the tourism hubs of Port Harcourt. Employing a cross-sectional survey design, data was gathered from 361 respondents using the Freund and William sampling technique. Both primary and secondary data sources were tapped into, with primary data collection facilitated through a closed-ended questionnaire utilizing a five-point Likert scale. Descriptive statistics, aided by SPSS version 23.0, were leveraged for data analysis.
The study's findings underscore a positive and substantial correlation between resort image and tourist loyalty. This pivotal relationship highlights the significance of a resort's image in shaping visitor loyalty. Consequently, recommendations are made for the improvement of destination security and increased investment in image-building and marketing strategies. By bolstering security measures and enhancing their image, resorts in Port Harcourt can not only retain existing tourist loyalty but also attract new patrons, fostering sustainable growth and success in the competitive tourism landscape
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