An Evaluation of The Impact of Accessibility On Choice of Domestic Tourism Destination by Aborisade Adeshina G.

AN EVALUATION OF THE IMPACT OF ACCESSIBILITY ON CHOICE OF
DOMESTIC TOURISM DESTINATION:

A CASE STUDY OF TARKWA-BAY RESORT
BY
ABORISADE ADESHINA GBENGA
A THESIS SUBMITTED TO
SCHOOL OF POSTGRADUATE STUDIES

UNIVERSITY OF LAGOS
AKOKA, LAGOS
IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF A

DEGREE OF MASTERS OF TRANSPORT MANAGEMENT AND PLANNING
NOVEMBER, 2012
CHAPTER ONE
1
INTRODUCTION
1.0
Background to Study
Tourism is not a new phenomenon; Smith (2004) noted: tourism and travel has been part of the
human experience for millennia describing it as a form of nomadism that characterizes Homo
sapiens, which is both normal and under the right conditions, pleasurable. However, in the last
thirty years as stated by Stephen et al (2006), most certainly with the rise of the jet aircraft,
tourism has grown in significance and emerges as a global phenomenon, affecting an increasing
range of environments and attracting new markets as opportunities for travel widened. It has
been considered as an export industry that essentially provides domestic resources to foreign
consumers in exchange for foreign currencies (Mazimhaka, 2006).
The inextricable relationship between transport and tourism is of fundamental importance in
explaining the tourism system (Leiper, 1990). The pattern of travel which exists between
generating markets and receiving destinations has been the focus of past research activity,
explaining, for example, the role of transport technology in the economic and spatial evolution of
tourism destinations (Hobson & Uysal, 1992). Transport for tourism is of prime concern, as it is
a part of the tourism system which is heavily dependent on the worlds two most energy
consuming and polluting forms of transport air transport and the motorised vehicle (Greene &
Wegener, 1997; Royal Commission on Environmental Pollution, 1994).
The tourism sector has been recognized as a major source of jobs and wealth creation in nations
accounting for 9 percents of global GDP and 8 percent of total employment worldwide in 2008
(World Economic Forum, 2009). Uttam (2009) also cited tourism as a generator of significant
share of government (national and local) tax revenues throughout the world. Furthermore, the
development of tourism as a whole is usually accompanied by considerable investment in
2
infrastructures such as airports, roads, water and sewerage facilities, telecommunications and
other public utilities which benefit not only the tourists population but also the local population
(Uttam, 2009). Tourism can therefore be considered to be a very important sector to individual
nations and the world in general especially with the realization particularly in developing
economies characterized by fledgling economies that it has become one of the fastest growing
industries in the world.
However, the tourism industry is not just about the foreign consumers or visitors only, it also
comprises the tourists travelling within their own country, but visiting a different city to the one
in which they live. This aspect of tourism is called domestic tourism. This doesnt bring valuable
foreign currency into the country, but it does offer many of the other advantages of Inbound
tourism: increased employment opportunities, the development of infrastructure, development in
rural areas, increased tax revenues from economic activity, the opportunity for people to visit
new and interesting places, to experience new things and the chance for both the tourist and the
service provider to benefit from contact with others.
A common trend in the tourism sector and tourism research community is to focus mainly on
international in-and-outbound tourism volumes and expenditure while neglecting domestic
tourism. International tourism it must be pointed out is only one part or aspect of tourism and
certainly in number of arrivals, domestic tourism is several times larger than international. This
fact can be supported by the statistics of domestic tourists in countries like America and China.
The domestic tourists figures as reported by WTTC 2006a, National Bureau of Statistics of
China (2007), exceeds that of international inbound tourists and also show an even larger growth.
Domestic tourism throughout the world is a predominant but invisible portion of total tourism
activity. This statement can also be supported by the UNWTO study (UNWTO-UNEP-WMO,
3
2008) which roughly estimated that in 2005, of the total number of tourists globally, 750 million
were international and 4,000 million (4 billion) were domestic. In addition, almost half of the
latter estimate (domestic tourists) takes place in developing countries and the other half in
developed countries.
In developing countries like Nigeria, the one sided focus on international tourism is also in high
occurrence to the detriment of domestic tourism. However, the major thrust of this research is not
just to put domestic tourism in the proper context but also to delve into the situation of poor
accessibility of some major tourists attraction in Nigeria and more precisely in Lagos especially
as the ease of access to these attractions will prove to be more economically productive to the
government authorities in the long run.
1.1
Statement of Research Problem
Tourism in the Nigerian context whether international or domestic, is plagued by a number of

factors. One of such key factors is accessibility. Accessibility (or just access) as defined by
Litman (2011), refers to the ease of reaching goods, services, activities and destinations which
together are called opportunities. On the part of Hansen (1959) and Engwicht (1993);
accessibility has to do with the potential for interaction and exchange. Furthermore, it can be
considered to be the relative ease of reaching a particular location or area.
Accessibility from the above definitions essentially has transportation as a major theme. This
therefore means that tourism as an activity or opportunity is being limited by the inefficiency in
our transportation system in Nigeria. This situation is an anomaly especially if due consideration
is given to the fact that transport according to Toth et al (2010), is one of the fundamental
preconditions for the existence of tourism. It is a key element that links tourists to destinations to
be accessed. This view is also shared by Graham et al (2010), that transport is a fundamental
4
component of tourism, providing the vital link between the tourist generating areas and
destinations.
Tourism as stated in the introductory paragraph of this research write-up is of tremendous
importance to the economic growth and development of individual nations and the world in
general however one of the criticisms against tourism is that less diversified economies which
are increasingly dependent on tourism (especially international tourism) increase their
vulnerability to international shocks such as natural disasters, regional wars and other
unexpected events (Neto, 2002). After such shocks, immediate effects tend to be felt on tourismdependent economies, meaning that countries must seek to diversify their economies in order to
ease the potential damage that can be caused by such shocks. One possible solution to quell such
negative effect is to develop a viable network of domestic tourism that will in lot of ways assist
in the stabilizing the tourism economy in case of any unforeseen occurrence.
The lack of adequate and efficient transport network has deepened the crisis of choice for
domestic tourists such that it has become extremely challenging to access the major tourism
centers on the preference list of tourists in the country. This research work therefore delved into
the situation of accessibility or mobility constraint to major tourists attractions (such as TarkwaBay) within the country which can serve as domestic tourists sites. The accessibility constraint
of Tarkwa-Bay, a popular tourists destination in Lagos was examined with more emphasis on the
domestic patronage (patronage by Nigerians), effects of this constraint on patronage while at the
same time proffering recommendations on how to improve the current situation.
1.2
Aim and Objectives of Research
The aim of this research work is to examine accessibility as a constraint to the growth and
development of domestic tourism in Nigeria using Tarkwa-Bay, a popular tourists attraction in
Lagos as a case study. In order to make the aim of the research feasible, the following specific
objectives were investigated:
1. to identify the main mode of access to Tarkwa-Bay from different areas of Lagos;
2. to assess the deficiencies associated with the main mode of access to the tourists
attraction;
3. to examine the impact of the current mode of access on patronage of the tourists centre;
1.3
Research Hypothesis
For this research work, the hypotheses that were tested are given below:
Ho: The current mode of access to Tarkwa-Bay is not a limitation to patronage of the tourist
centre;
Hi: The current mode of access to Tarkwa-Bay is a limitation to patronage of the tourist centre.
Ho: The availability of an alternative transport mode will increase the economic viability of
Takwa-Bay;
Hi: The availability of an alternative transport mode will not increase the economic viability of
Takwa-Bay.
1.4
Relevance of Research
Tourism in the opinion of Stephen et al (2006) is part of a global process of change and
development known as globalization. Its relative importance to the growth and development of
countries the world over is never in doubt especially if the tourism success stories of major
tourist nations of the world is anything to go by. Such nations include: the United States of
America, the United Kingdom, Germany, Australia, New Zealand, UAE, China etc. Of more
importance however is the acceptance of the possibilities of tourism by developing nations with
6
unstable economies as a sustainable source of both foreign and domestic revenue for the
government.
The new wave in tourism as revealed by a survey of secondary sources on the internet is that
many developed countries are now promoting the concept of domestic tourism in parallel to
international tourism. This approach according to the Tourism Industry Association of New
Zealand (2005) recognizes the importance of the domestic market, and the attractiveness as a
tourism experience that short breaks away can provide in an age where people are short on time
and long for quality time with family and friends in a convivial environment.
Given the above situation as obtainable in most developed countries and the fact that it will be
easier and cheaper to go on tour within ones country, especially where the tourist destinations
are readily accessible, then a research of this nature is not only relevant but also necessary to
sensitize the people, the government and other related authorities on the need to make domestic
tourism the centre of their tourism strategy.
1.5
Study Area
The study area is a selected local government of Lagos metropolis in Nigeria. The State was
created on May 27th, 1967 by virtue of States (Creation and Transitional Provisions) Decree No.
14 of 1967, which restructured Nigeria into 12 Federating Units. It is located between latitudes
622N and 6 52N and longitudes 242E and 3 42E. The state is bounded in the south by
Atlantic Ocean of about 180km coastline while both the northern and the eastern boundaries are
shared with Ogun State and the western part of the state has its boundary shared with Republic of
Benin.
Lagos State is one of the smallest states in Nigeria, representing 0.4% of the entire geographical
area of the Country. Being one of the smallest states in the country is not a disadvantage to the
state as it has a strong commercial and economic presence which can only be rivalled by very
few states in the country. Lagos state has much to offer when it comes to tourism resource in
Nigeria especially when considered as a state of aquatic splendour with huge tourism potentials
most of which are found along the long stretch Atlantic coastline which formed the bulk of the
natural beaches found in the State. Tarkwa-Bay is one of these many natural beaches.
Tarkwa Bay, with a latitude of 6.4 (6 24' 0 N) and a longitude of 3.4 (3 23' 47 E), is a
hydrographic (bay) located within Lagos state. The location is situated 646 kilometers south west
(232) of the approximate center of Nigeria and 545 kilometers south west (237) of the captial
Abuja. Tarkwa is a man made bay and beach created during the formation of the Lagos harbour.
The beach was shaped by the moles used to form the inlet to the harbour and covered with sand
dredged from the bottom of the channel. As a result the water is a lot calmer than the exposed
Atlantic coastline elsewhere around Lagos. The fine sand is also much more comfortable to walk
and lie on than the coarse/sharp sand of the other beaches.
It is also possible to surf in a corner of Tarkwa Bay and other water sports such as Jet Skiing and
Water Skiing are fairly common, although dont expect to find equipment there to rent! Make
friends with the local nautical elites so you can use their water sports equipment.
CHAPTER TWO
LITERATURE REVIEW AND CONCEPTUAL FRAMEWORK
2.0
Introduction
There is a large body of literature dealing, directly or indirectly, with the issue of tourism
destination choice behaviour. The purpose of this chapter is to first briefly and broadly overview
this literature in order to provide a foundation for this current research study. The chapter then
proceeds to introduce relevant concepts, models and theories which could aid better
understanding of the processes involved as regards making choices of domestic tourist
destinations.
2.1
Literature Review
Tourism is a wholesome activity that is pleasurable, enables people to rest, discover new things,
meet others or allows them to have a unique experience (Pierret, 2011). It essentially includes the
activities of persons travelling to and staying in places outside their usual permanent places of
residence for more than one consecutive year for leisure, business and other purposes (Nabil,
2003). This view can also be complemented by those of Dieke (2005) who regarded tourism as
travel that results in one or more nights being spent away from home. The travel is in essence, a
massive flow of people of diverse backgrounds, languages, cultures and religion interacting
under the collective description of being tourists. The purpose of travel according to the 1993
United Nations statistical Commissions definition encompasses leisure, business and other
reasons. Sectors such as transportation, hotels and lodging, food and beverage, culture and
entertainment, banking and finance as well as promotion and publicity services are some of the
sectors categorized by the World Tourism Organization Standard Classification of Tourism
Activities to be on the supply side of tourism.
9
Tourism as an activity is therefore no doubt of tremendous importance to the growth and

development of nations across the world. It is hence of potential importance to developing
countries where it has been declared as one of the top five sources of foreign currency for 83
percent of these countries (Benavides, 2001). Its relative importance stemmed from its
contributions in areas like: foreign earnings, employment, income and public revenue hence the
industry as established by the United Nations Environment Programme (UNEP) generates
substantial economic benefits to both host countries and tourists home countries. The main
motivation for the host countries, particularly in developing countries is to generate economic
benefits and sustainable employment opportunities for local communities (Mazimhaka, 2006).
According to UNCSD (1999), travel and tourism is the worlds largest industry and creator of
jobs across national and regional economies. This is essentially believable if the World Tourism
Organization declaration that tourism has more than 185 economic activities attached to it is
anything to go by and more significantly, this shows that tourism is indeed economically massive
as it involves a wide range of stakeholders amongst who are: the private sector, governmental
and non-governmental organizations (NGOs), consumers and the host communities.
The international tourism industry has become a global economic force, generating significant
revenues and contributing directly and indirectly to national economies. The World Tourism
Organization (WTO) indicates that in 2002, 703 million tourists travelled across international
boundaries, generating over US$ 474 billion in revenues. In its tourism growth forecast,
Tourism: 2020 Vision, the WTO also predicts that the tourism will grow by an average of 4.1%
per year over the next two decades, surpassing a total of 1 billion international tourists by the
year 2010. Projections for the year 2020 indicate that tourist arrivals will grow to around 1.6
10
billion with earnings of up to US$ 2 trillion (Miline and Ateljevic, 2001; Neto, 2002; NEPAD,
2004, p.3).
The industry despite its positive trends suffers from certain constraints that hinder the steady
growth of the industry. In some quarters tourism has been viewed as being elitist, providing
menial seasonal employment and causing environmental and social degradation (Mitchell and
Ashley, 2006, p.1). In addition to these negative perceptions existing within the industry, other
risks threaten its growth. As highlighted above, personal travel has continued to grow despite
external threats to the industry, but its volatility remains one of the most significant constraints to
tourism development. UNEP (2001) stresses that over-reliance on tourism, especially mass
tourism, carries significant risks to tourism-dependent economies. Sudden changes in consumer
tastes and sharp economic downturns are some examples of external forces that cannot be
controlled by tourism dependent nations. Less diversified economies that increasingly depend on
tourism increase their vulnerability to international shocks such as natural disasters, regional
wars and other unexpected events (Neto, 2002, p.6). After such shocks, immediate effects tend to
be felt on tourism-dependent economies, meaning that countries must seek to diversify their
economies in order to ease the potential damage that can be caused by such shocks.
Regional and domestic tourism have often been cited as potential solutions for countries overly
dependent on international tourism, hence the need to improve the domestic tourism sector,
especially in developing countries. Domestic tourism accounts for approximately 80% of all
tourism activity worldwide (Dieke, 2000, p.16; Neto, 2002, p.2). According to Ghimire (2001,
p.2), some authorities estimate that the number of domestic tourists may soon be as much as ten
11
times greater than the current international arrivals, particularly as there is a rapidly rising trend
in domestic tourism in some developing countries.
Domestic tourism (DT), historically speaking, is in fact the first form of tourism that was
practiced and today it continues to account for the most part of this activity by far: it is estimated
that out of the 4.8 billion tourist arrivals per year (2008 figure), 4 billion, or 83%, correspond to
domestic tourism. Likewise, the UNWTO's economists estimate that at the global level domestic
tourism represents:
- 73% of total overnights
- 74% of arrivals and 69% of overnights at hotels
- 89% of arrivals and 75% of overnights in other (non-hotel) accommodations (Pierret, 2010).
The important contribution of domestic tourism can particularly be felt when a country is faced
with a crisis that hinders the development of its international tourism industry. This was the case
with the United States (U.S.) which faced a drop in its tourism industry in 2002 and 2003, after
the September 11th attacks on the country. After 2003, numbers have since risen from 43.6
million and 41.2 million respectively, to 46.1 million international tourists in 2004 (Office of
Travel & Tourism Industries [OTTI], 2005; Travel Industry Association of America [TIA], 2005;
American Hotel and Lodging Association [AH&LA], 2005). Throughout the aftermath of the
attacks, domestic tourism numbers maintained a steady growth rate. Of the total US$ 600 billion
received by the American tourism industry in 2004, US$ 525.3 billion was contributed by
domestic tourists (TIA, 2005). While efforts to promote tourism in the U.S. as regards the
international market maintain, local tourists continue to use their weekends and vacation time to
travel throughout the country.
12
Much like tourism in the United Kingdom, Canadas domestic tourism industry is an extremely
significant portion of its overall tourism industry. In 2002, domestic travel by Canadians
represented 8 out of 10 of all overnight trips taken in the country per year. Over the past few
years, the domestic tourism market has continued to represent a very substantive share of the
countrys total tourism account (Rogers, 2002, p.4). With a recent 6% decline in tourists from
the U.S. and a 1.2% decline in spending by international tourists both during the third quarter of
2005 (Constantineau, 2006), Canada has begun to rely more heavily on its domestic tourism
market. Within the third quarter of 2005, Canadian tourism spending rose by 2.5% to
approximately $CAD 10.9 billion or US$ 9.56 billion while non-Canadian tourism revenues fell
by 0.5% to around $CAD 4.5 billion or US$ 3.95 billion (Constantineau, 2006). This growth in
domestic tourism spending is continuing to drive the overall growth in tourism in Canada
(Statistics Canada, 2005). Statistics Canada (2005) views domestic expenditure as having been
the sole source for growth in tourism in 2005, with domestic tourisms share of total tourism
spending having reached 70.7% towards the end of 2005, up from 68.6% at the end of 2004. The
steady growth of domestic tourism has clearly helped the country maintain strong growth
through dips in its overall industry.
The importance of domestic tourism from the foregoing is therefore huge and worth the
deployment of efforts to aid it growth and development. A major impediment which may stand in
the way of such effort is the situation of accessibility to tourism sites and locations within
Nigeria. Accessibility is a fundamental requirement in reaching and using a particular economic
activity. The urban structure according to Rodrigue (1998), basically considers the location of
different activities as well as their relationship. Accessibility to work opportunities, facilities and
services, which community need depends on infrastructure, available modes of transportation
13
(including affordability). Therefore, it depends on physical proximity and mobility (Maunder et

al., 2001) (PP 3). Ingram (1971) defines accessibility as the inherent characteristic (or
advantage) of a place with respect to overcoming some form of spatially operating source of
friction (for example, time and/or distance). The concept of accessibility accounts for both the
pattern of activities and for the links between activities (Handy and Niemeier, 1997) (PP 1176).
The importance of accessibility to economic activities is captured above and can still be found in
several academic research works in which factors that influence the patronage of social facilities
(such as tourists centers) in space were cited. Some of such factors include: cost, distance, social
discrimination and accessibility (Nash, 1975 and Lewis, 1977). Two important factors:
accessibility and time spent in reaching a particular facility or location in space were also
pinpointed by Mitchell and Town (1977) as well as Pooler (1995) as factors that influence the
patronage of facilities, tourist sites inclusive. The foregoing therefore gives credence to the fact
that accessibility is of immense importance in the patronage of economic activities like tourism.
Accessibility is a general term used to describe the degree to which a product (device, service or
environment) is accessible by as many people as possible. Accessibility can be viewed as the
"ability to access" the functionality, and possible benefit, of some system or entity. Accessibility
is also used to focus on people with disabilities and their right of access to entities, often through
use of assistive technology (Wikipedia encyclopaedia, 2009). It can be seen as ease and
convenience with which a property can be entered by customers, tenants, and other users,
particularly related to access via automobile. This ease of approach to one location from other
locations may be measured in terms of the distance travelled, the cost of travel, or the time taken
(Ethiopian Journal of Environmental Studies and Management Vol.2 No.1. 2009).
14
The importance of accessibility can also be affirmed by subscribing to the views of Onibokun
(1973) and Nadar (1979) which pointed out that the reason why people choose to travel in space
is to obtain an opportunity (such as tourism opportunity), which is available at a location
different from the point of origin of the trip maker. Accessibility , a very crucial factor that
influence patronage of tourist sites relates to the ease of overcoming some forms of frictions in
terms of physical distance, time costs, monetary and inconvenience costs or a combination of
these.
Accessibility from the above is essential for any form of interaction to occur and as access to a
location can strongly be limited by the presence of natural bodies such as rivers, lakes, hills,
mountains etc (though they could also be a boost for attracting tourists) then this research work
will be embarked upon to examine the effects of the barrier of a water body between the tourists
and the tourists center.
2.2 CONCEPTUAL FRAMEWORK

As the term tourism has become increasingly omnipresent in the global vernacular, it has
brought with it economic, social, cultural and environmental changes, emphasizing the
requirement for a deeper understanding of this phenomenon of contemporary society, (Holden,
2006). Through the consideration of the spatial patterns of contemporary tourism, it is perhaps
becoming evident that where people go to and why they choose to go there is not determined by
chance. This is influenced by levels of economic development and climate change, and other
factors.
There is no inevitability in the tourist development process as it can stop, change direction,
modify its character, and produce outcomes which are unexpected and are difficult to predict.
15
Changes may be stimulated from within, due to changes in the motives, attitudes, knowledge and
aspirations of tourists. On the other hand, changes may be precipitated by outside forces over
which those involved in tourism have little control. Such factor might include the political and
the economic stability of both home and destination areas, energy requirements and availability,
or even variations in weather and climate.
Pearce (1995:20) while emphasizing the importance of the concept of place in tourism suggests;
Tourism is essentially about people and places, the places that one group of people leave, visit
and pass through, the other groups who make their trip possible and those that they encounter
along the way. In a more technical sense, tourism may be thought of as the relationships and
phenomena arising out of the journeys and temporary stays of people traveling primarily for
leave or recreational purposes.
Today, there are already signs that the tourist industry is beginning to take on a different shape.
International tourism is responding to, and internalizing a number of signals: socially, culturally,
technologically, ecologically, economically and institutionally; that emanate from the world
environment. One is already witnessing a transformation toward a new tourism, a tourism based
upon a new common sense or best practice of Flexibility, Segmentation and Diagonal
Integration (FSDI) (Poon, 1989)
The concept of destination life cycle has apparent potential to advance the theory and practice of
tourism planning, particularly as a conceptual framework within which long term changes can be
forecast and strategies for land use, economic development, and marketing can be harmonized.
However, the validity and universality of the life-cycle model has not been proven, nor has its
utility for tourism planning been demonstrated.
16
Notwithstanding, Neugarten (1968) suggests that a theory of the psychology of the life cycle
must be considered in two ways. Firstly, in the light of societys structure, the social and cultural
dimensions in which the person lives and secondly, we should look at the social as well as the
biological clock and certainly too social definitions of age and age appropriate behaviour
2.3 Transition in Tourism
The increase in the rate of participation in tourism since the 1950s has been dramatic. In 1950,
there were approximately 25million international arrivals recorded in the world compared to over
700million in 2003, and by 2020 the forecast is that this number will have risen to 1,600 million
(WTO, 2003a). However, tourism is not just about the movement of people between countries, it
also involves the movement of people within countries, referred to as domestic tourism.
Although, Holden (2006) expressed doubt that global estimate of the amount of domestic tourism
is difficult to attain but that its volume is likely to be greatly exceed that of international tourism
but Cooper, (1998) confirmed that tourism in the world is predominantly domestic. He put the
estimate of the domestic tourism accounts for about 80% of tourist trips. Although the number of
people participating in tourism may be rapidly growing, the spatial distribution of tourism around
the world is not uniform.
As the WTO (2003c) point out that tourism flow are unevenly distributed between various
regions of the world with Europe, North and South East Asia and around 12% in America
representing almost 9 out of 10 international arrivals. Most of this international travel takes place
intra-regionally, with approximately 87% of all international arrivals in Europe itself ; the
corresponding figure for the Asia-Pacific region being 77%; and the Americas being 71%.
17
Notwithstanding, the emphasis here is to explain how contemporary patterns of tourism have
emerged overtime. In order to support this explanation, a synergy is made between disciplines of
geography and history, as there is a traditional link between the two, with historians having
studied particular time periods and geographers particular places (Johnston, 2003). Therefore, a
historical geography of tourism will enable a better understanding of the factors that have and
continue to influence patterns of tourism.
Tourism involves a spatial separation between home and away and travels between these two
zones. This act carries with it a range of requirements and consequences in terms of the services
required to meet the needs of the tourists and the impacts tourists have upon places. Jafari
(1977:8) defined it as a study of man away from his usual habitat, of the industry which
responds to his needs and the impact that both he and the industry have on the socio-cultural,
economic, and physical environments
Similarly, Mathieson and Wall (1982:1) comment; the study of tourism is the study of people
away from their usual habit, of the establishments which respond to the requirements of
travellers, and of the impacts that they have on the economic, physical and social well-being of
their hosts
2.4 The Fundamentals of Consumer Behaviour in Tourism Patronage

Tourists consumer behaviour has to be thoroughly studied in order to be aware of;
The need, purchase motives and decision process associated with the consumption of
tourism.
The impact of the different effects of promotional tactics.
The possible perception of risk for tourism purchases.

18
The different market segment based upon purchase behaviour, and
How managers can improve their chance of marketing success.
Tourism decision process can be viewed as a system made up of four basic elements:
(1)
Energizers of demand; these are the forces of motivation that lead a tourist to decide to
visit an attraction.
(2)
Effectors of demand; the consumer will have developed ideas of a destination or product
by the process of learning, attitudes and associations from promotional messages and
information.
(3)
Roles and the decision making process; the important role is that of the family member
who is normally involved in the different stages of the purchase process and the final
resolution of decisions about when, where and how the group will consume the tourism
product.
(4)
Determinants of demand; tourism is underpinned by the determinants of demand and this

is filtered through economic (discretionary income), sociological (reference groups,
cultural values) or psychological factors (perception of risk, personality and attitudes).
2.5
Tourism Demand Concept
The notion that some people may have harbour a demand for tourism but are unable to realize
that demand suggests that demand for tourism consists of a number of components. Cooper et al,
(1998) identified three of these basic components that make up the total demand for tourism.
19
Effective or actual number of participants in tourism or those who are travelling i.e. de
facto tourists. This components of demand is easily measured, mostly common and it is
referred to as effective demand
Suppressed demand is made up of some section of the population who do not travel for
some reasons. Two elements of suppressed demand can be distinguished; firstly is
potential demand which refers to those who will travel at some future date if they
experience a change in their circumstances; secondly, is deferred demand which is a
demand postponed because of a problem in the supply environment.
Finally, there will always be those who simply do not wish to travel or are unable to
travel or are unable to travel, constituting a category of no demand.
Demand for tourism can also be viewed in other ways. For instance substitution of demand refers
to the case when demand for one activity is substituted by another. A similar concept is
redirection of demand where the geographical location of demand is changed. Finally, the
opening of a new tourism supply such as resort or accommodation will;
Redirect demand for similar facilities in the area;
Substitute demand from other facilities; and
Generate new demand.
2.6
Destination Choice
Woodside and Lysonski (1989) developed a general model of the destination choice process
which recognised the central role of perceptions and preferences. Their model, illustrated in
figure 1, suggests that the destination chosen for a vacation is the outcome of a series of explicit
20
and implicit decisions which progress from an initial state of destination awareness conditions
from which particular destination preferences arise and a travel intention is formed.
The model indicates that the choice of destination actually visited on a vacation may differ from
the intended destination due to certain situational variables. For example, a family may have
decided to vacation in Mexico and may have made some arrangements for air travel when the
recent fears of a swine influenza pandemic, originating from Mexico, broke in the news. This
situation may lead to the family altering its travel plans deciding instead to visit South America
hoping to avoid the flu and the travel chaos that would have occurred had they proceeded with
their plans to vacation in Mexico. Their original intention to vacation in Mexico, according to the
conceptual model, was a function of a process that leads to the formation of particular
preferences for different destinations. These preferences are governed by certain affective
associations that people hold toward different countries and places. They also depend on the
characteristics of the traveller(s) such as their values, motivations, and attitudes as well as their
prior image or impression of destinations which individuals possess and which effectively
categorise different destinations into positive, negative and neutral mental affective states, known
as choice sets. In turn, how an individual forms these perceptual choice sets depends upon their
own knowledge, experiences, attitudes and characteristics under the influence of marketing
strategies and stimuli.
This notion that consumers mentally form choice sets, which in a sense help them to organise
their thoughts regarding the possible destination alternatives with which they are aware, provides
a more efficient and less taxing means of processing the burden of information across a large
number of alternatives. Woodside and Sherrell (1977), Thompson and Cooper (1979), Crompton
(1992), Thill (1992), Crompton and Ankomah (1993), and Crompton, Botha and Kim (1998)
21
have studied the role of choice sets in tourism destination decision-making in some detail. In
summary, choice set theory contends that consumers initially mentally categorise the alternatives
of which they are aware into a number of sets.
TRAVELLER VARIABLES
MARKETING VARIABLES
Product design
Pricing
Promotion
Channel decisions
Previous destination
experience
Life cycle, Income, Age
Lifestyles, value system
DESTINATION VARIABLES
Consideration
set
Set
Unavailable/aware
set
AFFECTIVE ASSOCIATES
Inert
Inept set
TRAVELLER DESTINATION
PREFERENCES
INTENTIONS OF VISIT
SITUATIONAL VARIABLES
CHOICE
Figure 1: Woodside and Lysonskis General Model of Destination Choice (from Woodside
and Lysonski, 1989)
22
Woodside and Lysonski (1989) conceive of four such sets. The unavailable/aware set of
destinations includes destinations which a consumer knows about but which are ruled out of
consideration because they are unavailable for one reason or another (e.g., on the basis of cost
and travel budget, visa restrictions, etc.). The inept set of destinations includes those of which the
tourism consumer has a negative perception and are therefore ruled out early in the decisionmaking process. By comparison, inert destinations are not associated with significant positive or
negative perceptions. They neither deter nor attract. This leaves the consideration set consisting
of destinations which the tourism consumer decides to consider in greater detail before making a
final choice.
Crompton (1992) and Crompton and Ankomah (1993) conceive of a similar arrangement of
mental choice sets but they elaborate these sets in greater detail and envisage a filtering process
which whittles down the initial consideration set through a number of stages before a final
destination is selected. Figure 2 illustrates Cromptons (1992) conception of the structure of
destination choice sets.
Woodside and Lysonski (1989) and Crompton, Botha and Kim (1998) estimated the size or
number of destinations in the various choice sets. Woodside and Lysonski (1989) found an
average of 4.2, 1.7, 2.2, and 1.6 destinations in the consideration set, inert set, unavailable set,
and inept sets respectively. Crompton, Botha and Kim (1998) found that tourism consumers will
not consider more than four destinations in the late consideration set. Their research found
average set sizes of 4.02 and 3.54 for the early and late consideration sets respectively. These
results suggest that although some whittling down of the alternatives may occur at each stage of
the process, most of the rejection of destinations occurs at the final choice stage. Interestingly,
23
Crompton, Botha and Kim (1998) concluded that a significantly greater amount of effort went
into acquiring information about destinations which remained in the late consideration set.
CHAPTER THREE
RESEARCH METHODOLOGY
3.0
Introduction
Ideally, an effort to find out the impact of accessibility on the choice of domestic tourism centre
by individuals and corporations requires some level of fieldwork. This involves a variety of
qualitative and quantitative research techniques, including interviewing several people in the
tourism industry, government and tourist.
3.1
Research method and Design
The research design constructed was in line with the type of problem being investigated. The
problem on which this research was conducted is: An Evaluation of the Impact of Accessibility
on Choice of Domestic Tourism Destination. It is suspected that majority of the Lagos residence
might have lost interest in some tourist attractions in the State due to accessibility constraints and
that the consciousness of recreation is gradually diminishing among the people of the State.
This research therefore set out to investigate not only the effects of accessibility on tourism but
also to know the extent to which the tourist attractions are being utilized in the State.
Investigations were conducted to confirm the suspicion through field study and more specifically
through the sampling of questionnaires designed to gather information pertaining to the object of
study. The research case study (Tarkwa-Bay) was the location of the field study and the
24
necessary investigations were conducted for the realization of the aim and objectives of this
empirical research.
3.2
Types of Data Required
Data here means the information which could either be qualitative or quantitative. To that effect
therefore, this research was based on both primary and secondary data sources. Primary data are
data that originate from the researcher through field visitations and survey, questionnaire
sampling and subsequent analysis to extract information pertaining to the object of study. On the
basis of the foregoing, two sets of questionnaires (one for the tourists population and the other
for the tourist service providers) will be designed to obtain the necessary primary information.
The secondary source of data on the other hand was also combed for information pertaining to
tourism (domestic tourism) and accessibility. Secondary sources such as textbooks,
encyclopedia, the internet, journals, and administrative records from ministries, tourism
associations etc were also contacted for useful information. This source (secondary source) was
basically used for qualitative information that was useful in the review of literature and other
areas.
3.3
Data Collection and Compilation Procedure
The research made extensive use of the raw data obtained from the field survey through the
administered questionnaires. The questionnaires were sampled in the selected tourism centre in
the metropolis (Tarkwa-Bay) as well as the boat boarding/loading points from where tourists are
25
conveyed to the tourism resort. The questionnaires sampled at these locations were of two
specific categories which are: those for the tourists and the other for the tourism administrator
and service providers at the selected centre.
On collection, each questionnaire was coded based on the computer language as it is been used
in Statistical Packages for Social Sciences software for data input. The questionnaires were then
numbered and entered one after the other from the beginning to the end prior to the analysis.
3.4
Sample Size and Method of Sampling
The need to choose a sample-size for this research is necessitated by the fact that it is a near
impossibility to sample the entire tourist population in the tourist centre at a particular time let
alone the totality of the tourists in the whole state. This is due to the insufficiency of funds for
the research plus the time required to sample such a population size.
It is therefore imperative to sample a relatively small amount of the designed questionnaires on

the choice respondents who were carefully selected at the sampling locations via either
systematic cum simple random sampling methods. The respondents as previously stated belong
to one of the following categories: the tourists proper and the tourism administrators as well as
the service providers who are located at the tourist centre.
Notwithstanding the limitations stated in the above paragraph, the systematic cum simple
random sample survey as stated above were used rather than a hundred percent survey i.e.
sampling the entire tourists population. This was done basically at the tourist centre proper and
at the boarding/loading points of tourists to the resort.
26
3.5
Statistical Method of Analysis
In this analysis, Statistical Package for Social Scientist (SPSS) was employed to carry out the
destination choice and accessibility analysis of the data collected during the questionnaire
survey. The analyses performed were based on the three (3) set objectives set for the research.
In general, the descriptive statistical methods which involves the use of descriptive tools such as
frequency tables, charts and graphs was used to analyse the perception of people and their
attitude towards the domestic tourism . The peoples knowledge of the existing facilities was also
critically described, examined and analysed. Finally, an inferential analytical method was used in
the analysis of the hypothesis that was formulated for the research to gauge the effects of
accessibility on patronage.
3.6
Limitation of Study
In conducting a research of this nature, it must be admitted that limitations are bound to set in.
The major limitations that beset this research are:
Timing: The research fell within the raining season, this therefore makes getting the tourist
attention very tasking and almost daunting. Sometimes, it demanded revisiting the centre time
and time again as the patronage level during this period is generally low;
Reluctance on the part of the authority/ service provider concerns: Some of the service
providers at the centre were reluctant to grant the request for questionnaire administration. Even,
one of them demanded that name of the school must not appear in the questionnaire which was
eventually agreed upon before the questionnaires were administered;
27
Task of getting tourist attention: Due to the season, it was hard to get the attention of the
tourist because at the time they are of the opinion that their relaxation time was been occupied by
events that they didnt bargain for. At the time, most of them were concern about the weather
condition and really just wanted to go about their business without any hindrance. This led to
extra time been spent on the field and extra tutorials, which most often resulted in the exhaustion
of energy on repeated talks because the available writing materials could not go round at the
same time.
Another limitation noticed was the fact that some of the respondents found a few of the
expressions in the questionnaire a bit difficult to understand.
CHAPTER FOUR
DATA ANALYSIS AN PRESENTATION
4.0
Introduction
The relevance of any piece of information lies in the ability of people to obtain it, carefully
examine or peruse it, understand and interpret it for their various purposes. This chapter deals
with analysis of the data collected through the sampled questionnaires for this research. The
results from the analysis will help to answer the research question formulated for the research as
well as aid the realization of the aim and objectives of the research.
For the purpose of the analysis of the data collected for this research work, the percentage of
response to the questionnaire retrieved is used to validate the answers which the different
respondents gave in the structured interview. The main purpose of the questionnaire and the
structured interview is to gauge the views of the tourists on the accessibility, safety and transport
28
alternative opportunities relative to available tourism centers/resorts in the state with specific
interest in Tarkwa-Bay resort centre.
The data collected from field surveys and observations were pre-determinates of the formulated
Hypothesis. For the purpose of analyzing the data, simple statistic description of averages,
percentages distribution and other measures of dispersion were normally used by researcher thus
simple statistical description of the percentage were used in analyzing the data collected for this
study.
4.2
Data Analysis and Presentation
4.2.1
Tourists Demographic Evaluation
Tourists Gender Distribution

The table 4.1 shows that 56% of the total respondents are female while 44% of the total
respondents are male. This could be interpreted to mean that females have more flare to spend
their leisure time at the beach front than males.
Table 4.1:
Category
Male
Female
Total
Gender Distribution of Tourist

Count
Percentages
47
47.96
51
52.04
98
100
Tourist Age Distribution

The table 4.2 indicates that 36.73% of the total respondents are between the age bracket 16
25years, 29.59% are between 26 35 years, 19.39% of the respondents are between the age of
36 45 years, while14.28% are 46 55 years. This shows that most of the tourists are youths
29
and dynamic people while these allow for playful and active interaction. Youths are also known
to be adventurous and the tourist attraction avails a lot of adventures.
Table 4.2:
Tourist Distribution by Age
Category
Count
Percentages
16 25yrs
36
36.73
26 35yrs
29
29.59
36 45yrs
19
19.39
46 55yrs
14
14.28
Total
100
98
Tourist Marital Distribution

The table 4.3 shows that 76.53% of the total respondents are single, 20.41% are married while
3.06% are divorced. This result is synonymous with that of the age bracket for the younger age
brackets constitute the larger percentage of the tourist.
Table 4.3:
Category
Single
Married
Divorced
Total
Tourist Distribution by Marital Status

Count
Percentages
76
76.53
20
20.41
4
3.06
4640
100
30
Occupation of Tourists
The analysis of the data is illustrated graphical in figure 4.1. The result shows that 44.6% of the
respondents claimed to be unemployed while 5.8% claimed to be Civil Servants. The percentage
of respondents that claimed to be self-employed (small business) and artisans is 16.5% and
33.0% respectively.
Figure 4.1: Occupation of Tourists

Source: Fieldwork 2012
Education of Respondents
31
A good number of the respondents (34.8%) completed their secondary education. It is interesting
to note that 26.5% and 22.4% of the interviewed respondents completed University and
polytechnic education respectively (See Figure 4.2).
Figure 4.2: Education of Tourists

Tourists Monthly Income

The tourist income level as claimed by respondents shows that 9.2% claimed to earn below N20,
000. The percentage of families within the other income groups N20, 000 N29, 999, N30, 000
N39, 999, N40, 000 N49, 999 and N50, 000 N59, 999 is 14.3%, 17.3%, 16.3%, and 12.2%
respectively. However, 30.3% of the respondents claimed to earn N60, 000 and above monthly.
Table 4.4: Income of Tourist

32
Income Range
Frequency
Percentage (%)
Below N20,000
9.2
N20,000 N29,999
14
14.3
N30,000 N39,999
17
17.3
N40,000 N49,999
16
16.3
N50,000 N59,999
12
12.2
> N60,000
30
30.6
Total
98
100.0
4.2.2
Tourists Patronage and Accessibility Information
Tourists Patronage
The tourists opinions were sorted on various issues relating to the tourist centre and beach front.
However their level of patronage and visitation to the centre was first investigated, the result
shows that 76.5% of them visit the centre very often while 15.3% visit often. The tourists that
visit the centre occasionally accounts for the remaining 8.2% (See figure 4.3 for the graphical
illustration).
Figure 4.3: Frequency of Tourist Patronage

Tourists Access Mode
The tourist centre is a known Island within the administrative unit of Eti-Osa Local Government Area.
Therefore it was not surprising when all of the respondents claimed to have used a boat as their access
mode to the island which is perceived as the only mode of access into the island.
33
Plate 1: In-coming Boats to the shore of Takwa-Bay
Tourists Rating of Quality of Access Mode

Their rating of the quality of service provided by the boat operators however differed. A simple majority
(42) of the tourists are of the opinion that quality of the boat service provided is average while 11 of them
are of the opinion that the boat service is very good. The number of tourists that are of the opinion that the
boat service is good is 17 while the number of tourists which are of the opinion that the boat service is
poor and very poor is 15 and 13 respective. Figure 4.4 gives the graphical illustration.
Figure 4.4: Quality of Boat Service

34
Transport Mode Preference (Tourists)

Although all of the in-scope tourists claimed not to have any knowledge of alternative transport
mode into the tourist centre, however, 65.3% of them would prefer to have road as their mode of
access if they were to pick an alternative while 34.7% of them would stick with their current
access mode which is water (boat) transport.
Figure 4.5: Transport Mode Preference by Tourists

Reasons for Preference of Alternative Access Mode (Tourists)

The tourist gave their reasons for wanting road transport as their access mode. This varied from
safety to cost effectiveness. The number of tourist who opted for road transport as an access
mode because its perceived as cheaper cost of access is 17 while tourists whom opted for road
transport because it is perceived to offer more safety is 21. The other reasons for opting for
road transport as a preferred alternative access mode are more comfort and faster access time
which were chosen by 13 and 4 tourists respectively. The figure 4.6 shows a graphically
illustration of the tourists reasons for alternative access mode.
35
Figure 4.6: Reasons for Alternative Access Mode by Tourist

Tourists Opinion on the Current Access Mode (Tourists)

Although most of the tourist advocated for the alternative access mode, most of them (54.1%)
disagreed that the current mode hinders the patronage level of the resort. Result of analysis shows
that only 9.2% of the tourists strongly agree to the notion that the current mode of hinders the
patronage level of tourist centre while 17.3% agree with the notion, 19.4% were indifferent to it. The
percentage of tourists that strongly disagree with the notion that the current mode of hinders the
patronage level of the centre represent 27.6% of the total in-scope respondents while those that
disagreed represent 26.5% (see figure 4.7 for graphical illustration).
Figure 4.7: Opinion of Tourist on creation of Alternative Access Mode

36
Reasons for Preference of Alternative Access Mode (Tourists)

An analysis of the reasons given by tourists for concurring with the notion that the current mode of
transport hinders their level of patronage of the tourist centre shows that 80.8% perceive the current mode
of access as expensive which hinders their level of patronage while 11.5% gave hydrophobia (fear of
water) as reason for the hindrance of the current mode. The other reason given by 7.7% of the tourist for
supporting the notion the current transport mode hinders their level of patronage is poor safety (see
figure 4.8).
Figure 4.8: Reasons for Alternative Access Mode by Tourist

4.2.2
Tourism Operators and Transport Evaluation
Tourism Operators Gender Distribution

A total of 10 tourism operators were interviewed to understand their views on transport and
tourist patronage. The table 4.5 shows that 70% of the operators are male while 44% are female.
Table 4.5:
Category
Male
Female
Total
Gender Distribution of Tourism Operators

Count
Percentages
7
70
3
30
10
100
37
Tourism Operators Age Distribution

The table 4.6 indicates that 60% of the operators are between 26 35 years while 20% each are
between the age of 36 45 years and 46 55 years.
Table 4.6:
Category
26 35yrs
36 45yrs
46 55yrs
Total
Tourism Operator Distribution by Age

Count
Percentages
6
60
2
20
2
20
100
10
Education of Operators
A good number of the operators (50.0%) completed their university education. It is interesting to
note that 30.0% and 20.0% of respondents completed polytechnic and secondary education
respectively (See Figure 4.9).
Figure 4.9: Education of Tourism Operators

Monthly Income (Operators)

The income level as claimed by operators shows that 10.0% claimed to earn between N40, 000
N49, 999. The percentage of operators within the other income group N50, 000 N59, 999 is
60%. However, 30% of the operators claimed to earn N60, 000 and above monthly.
Table 4.7: Income of Tourism Operators
38
Income Range
Frequency
Percentage (%)
N40,000 N49,999
10
N50,000 N59,999
60
> N60,000
30
Total
10
100.0
Tourism Operational Experience (Operators)

The number of years of operation of each tourism operator was investigated; this was done to
evaluate their level of familiarity to issues relating to alternative access mode into the tourist
centre. The result shows that 50.0% each claimed to have being operating their outfit for 5
9years and 10 14years respectively.
Plate 1: A tourism operator hawking fresh coconut

Tourism Operators Rating of Access Mode
Although 80.0% of the operators claimed that a ride along the coast line links as far as the
Badagry coast as well as Republic of Benin Coast line, they are yet to witness such access into
the tourist center. Invariably, the entire in-scope tourism operators concurred that the only
available usable access mode into tourist centre is boat/ ferry. However, their rating of the quality
39
of boat/ferry service differed. A majority of 60.0% are of the opinion that quality of the boat
service provided is average while 10.0% of them is of the opinion that the boat service is good.
The percentage of operators that are of the opinion that the boat service is poor and very poor is
10 and 20 respective. Figure 4.10 gives the graphical illustration.
Figure 4.10: Quality of Boat Service (Operators)

Tourists Operators Transport Mode Preference

Although all of the in-scope operators claimed not to have any knowledge of alternative transport
mode into the tourism centre, however, 50.0% of them would prefer to have road as mode of
access if they were to pick an alternative while 50.0% of them would stick with their current
access mode which is water (boat) transport.
Figure 4.11: Transport Mode Preference by Tourism Operators

40
Tourists Opinion on the Current Access Mode (Tourism Operators)

Although 50.0% of the tourism operators are advocating for the alternative access mode,
however only (40.0%) of them disagreed that the current mode hinders their patronage level of
the tourist centre. Result of analysis shows that only 10% of the operators are indifferent to the
notion that the current mode of hinders patronage level at the tourist centre while 20.0% each
disagree and strongly disagreed with the notion respectively.
The percentage of operators that strongly agree with the notion that the current mode of hinders
the patronage level at tourist centre represent 30.0% of the total in-scope respondents while those
that agreed represent 20.0% (see figure 4.7 for graphical illustration).
Figure 4.12: Opinion of Tourism Operators on creation of Alternative Access Mode

Tourist Operators Opinion of Alternative Transport on Economic Viability

The economic viability of the centre will be improved if alternative transport is provided. This is
the view of 60.0% of the operators. This is however divided into two equal halves with one half
having strongly agreed to the notion and the other agreed. The percentage of operators that
disagreed that economic viability of Takwa-bay will improved with the development of an
alternative transport mode is 30.0% while those that strongly disagree is 10.0%.
41
Table 4.8:
Economic Viability of Takwa-bay
Category
Count
Strongly Agree
3.0
Agree
3.0
Disagree
3.0
Strongly Disagree
1.0
10.00
4.2.3
Percentages
30.0
30.0
30.0
10.0
100
Traffic Count
The result of the traffic count is presented in tables 4.9a and 4.9b. However it can be summarised
that the day with the most traffic is Sunday, this can be attributed to the high level of patronage
of the tourist centre on this day being a weekend. The result of findings is presented below. The
count of traffic moving in both directions along the corridor was taken. The result of the survey
of traffic moving from all location to Takwa-bay is presented in table 4.9a. The highest counts of
traffic came from Mekween (Bonny Camp) and Sandfill with 242 boats each coming into the
harbour of Tawka-bay for the 7day duration of traffic survey. The lowest count of traffic volume
from any location is Apapa with 85 boats for the 7day traffic survey. The day with highest
cumulative traffic volume from all location is Sunday with 332 boats incoming into the harbour
of Takwa-bay while day with the cumulative traffic volume is Tuesday with 90 boats.
Table 4.9a: Volume of Boat Traffic into Takwa-Bay
DAY
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Total
Liverpool
15
12
14
13
28
39
47
168
Direction: From all Location to Takwa-Bay

CMS
Mekween Snake Island Victoria Island
19
17
13
11
14
20
11
14
17
19
14
15
21
28
17
21
49
48
28
39
51
59
26
45
58
51
37
42
229
242
146
187
Source: Fieldwork, 2012
42
Sandfill
13
10
11
20
56
59
73
242
Apapa
11
9
7
8
9
17
24
85
Total
99
90
97
128
257
296
332
1299
The traffic flowing from Takwa-bay to all location shows that 232 boats departed the harbours of
Takwa-bay for CMS which is the highest recorded traffic count during the 7day survey period.
The lowest count of traffic volume to any location is Apapa with 56 boats for the 7day traffic
count.
Table 4.9b: Volume of Boat Traffic into Takwa-Bay
Direction: From all Location to Takwa-Bay
DAY
Total
Liverpool
Mekween
Snake Island
Victoria Island
CMS
Sandfill
Apapa
Monday
12
15
23
11
80
Tuesday
12
16
66
Wednesday
16
14
12
13
15
11
87
Thursday
11
22
16
22
14
96
Friday
15
37
13
21
56
50
198
Saturday
34
53
13
34
47
52
13
246
Sunday
41
49
29
36
53
69
19
296
Total
138
202
93
132
232
216
56
1069
Source: Fieldwork, 2012
4.2.4
Focal Group
The focal group consist of the indigenous people of Tarkwa-bay and few residential officials of
the Nigerian Ports Authority (NPA) living at the NPA staff quarters. The indigenes whom were
led by Mrs Dupe Owolabi (52years of age) all vehemently disagreed with the notion for the
provision of alternative transport (road transport) into their community. They are of the opinion
that creating such access would jeopardise the security of the community. Although they believe
the current economy status of the tourist centre can be improved upon but what is required in
their view is power supply and adequate infrastructure such as hotel and game centre.
This view is however different from the NPA official whom refuse to give out his name. He is of
the opinion that a bridge should be built to link the community with the central business district
(CBD). They said the people and tourist centre would benefit more from this. They however
43
stated that due to the large vessels that pass through the waterways the bridge have to be
mechanic in structure.
4.3
Testing of Hypotheses
Hypothesis I :
Ho: The current access mode to Tarkwa-Bay is not a limitation to tourists patronage
The average value for questions 15 and 13 respectively from the tourists and operators
questionnaire were used to confirm this notion. The table 4.10a shows the contingency values
used in the analysis. The question 13 was standardised to meet the value of question 15 as
shown in table 4.9.
Table 4.10a: Contingency Table for Hypothesis I
Options
Question 15
Question 13
Strongly Agree
Agree
Indifferent
Disagree
Strongly Disagree
Total
9
17
19
26
27
98
3
2
1
2
2
10
Standardised Value
of Question 13
29.4
19.6
9.8
19.6
19.6
98.0
Average
18.5
19
14
23.5
23
98
However, Further verification is conducted by testing with an inferential statistical instrument

chi-square 2 distribution which has the analytical formula given as follows:
2 = (Oi Ei)2
E
Where
chi square
Oi
Observed frequency
Ei
Expected frequency
44
Table 4.10b: Calculated Chi-Square for Hypothesis I

Likert Scale
Strongly Agree
Agree
Indifferent
Disagree
Strongly Disagree
Total
Degree of freedom
Observation
19.20
18.30
14.40
22.80
23.30
98.0
Expected
19.60
19.60
19.60
19.60
19.60
98.0
O-E
-0.40
-1.30
-5.20
3.20
3.70
(O-E)2
0.16
1.69
27.04
10.24
13.69
(O-E)2 / E
0.01
0.09
1.38
0.52
0.70
2.69
=r1
=51
=4
The table value of chi-square at 0.50 level of significance at 4 degree of freedom is 9.49,
calculated chi-square 2 = 2.69.
Decision Rule:
Reject (Ho) if calculated 2 is greater than tabled 2 or Accept (Ho) if calculated 2 is less than
tabled 2. The foregoing reveals that the calculated 2 (2.69) is less than the tabulated 2 (9.49)
hence the null hypothesis was ACCEPTED.
Interpretation:
The interpretation of this statistical analysis is that the current access mode does not limit
the patronage level of tourists at centre.
Hypothesis II
Ho: The availability of an alternative transport mode will increase the economic viability of
Takwa-Bay
Question 21 of the tourism operators questionnaire analysed in table 4.8 was used to confirm
this motion. The table 4.11a shows the contingency values used in the analysis.
Table 4.11a: Contingency Table for Hypothesis II
Options
Strongly Agree
Agree
Disagree
Strongly Disagree
Total
Question 21
3
3
3
1
27
Average
18.5
19
14
23.5
23
45
However, further verification was conducted by testing with a statistical instrument chi-square 2
distribution which has the formula.
2 = (Oi Ei)2
E
Where
chi square
Oi
Observed frequency
Ei
Expected frequency
Table 4.11b: Calculated Chi-Square for Hypothesis II

Likert Scale
Strongly Agree
Agree
Disagree
Strongly Disagree
Total
Degree of freedom
Observation
3.00
3.00
2.50
1.00
9.5
Expected
2.50
2.50
2.50
2.50
10.0
O-E
0.50
0.50
0.50
-1.50
(O-E)2
0.25
0.25
0.25
2.25
(O-E)2 / E
0.10
0.10
0.10
0.90
1.20
=r1
=51
=4
The table value of chi-square at 0.50 level of significance at 4 degree of freedom is 9.49,
calculated chi-square 2 = 2.69.
Decision Rule
Reject (Ho) if calculated 2 is greater than tabled 2 or Accept (Ho) if calculated 2 is less than
tabled 2. The foregoing reveals that the calculated 2 (1.20) is less than the tabulated 2 (9.49)
hence the null hypothesis was REJECTED which further translated to the fact the alternate
hypothesis was ACCEPTED.
Interpretation:
The interpretation of this statistical analysis is that the introduction of an alternative
transport namely road transport will improve the economic viability of the tourist centre
and community in general.
46
CHAPTER FIVE
DISCUSSION, CONCLUSION, AND RECOMMENDATIONS
5.0
Introduction
The purpose of this chapter is to present a discussion of the findings, the conclusions, and
recommendations as they pertained to the purposes of the study. The primary purpose of this
study was to evaluate the impact of accessibility on choice of domestic tourism destination - a
case study of Takwa-Bay resort.
Socio-economic characteristics of tourists were assessed
relative to the consistence of their patronage. The first part of the chapter contains a discussion of
the summary of the findings, the second part includes conclusions and observations, and the final
part contains the recommendations.
5.1
Discussion of Findings
Descriptive Findings: Levels of Patronage

The result of analysis for the tourist patronage as illustrated earlier in figure 4.3 shows that
76.5% of the respondents claimed to patronise the tourism centre very often while 15.3%
claimed to visit the tourism centre often. The respondents who claimed to visit the tourism
centre occasionally amounted to 8.2% of the total in-scope respondents. The main contributing
factors to the high level of frequent visitation by some of the tourists could be attributed to their
purchasing power. A closer look at the monthly income of these respondents revealed that more
than 50.00% of them earn above N40,000 monthly. A thorough examination of their monthly
income shows that 30.6% of them earn above N60,000 while 12.2% and 16.3% respectively
claimed to earn between N50,000 N59,999 and N40,000 N49,999 each. The other factor that
enhanced their level of patronage at the centre is the quality of boat service provided, most of the
tourists can be said to be satisfied with the quality of service.
47
There were three research objectives and two assumptions (hypotheses) that guided this study,
and each research objective will be presented, followed by a discussion of the findings for each
question.
The first objective was:
Identify the main access mode to Takwa-Bay from different areas of Lagos
It was found that the main mode and probably the only mode of access to the tourist centre is
water transport (boat and ferry). Furthermore, some of the indigenous people on the island
claimed that the shoreline links other prominent shorelines such as Badagry and go as far as
Benin Republic. Therefore, they are of the opinion that these places could be accessed by riding
along the shoreline. The implication of this finding (if true) is that this domestic tourist centre if
well developed could also be furnished into an international tourist destination for the nearby
African Countries and more revenue may accrue to tourism and the Country through such
avenues. It can therefore be concluded that the main and only access mode from all parts of
Lagos into Takwa-Bay is through the waterways.
The second objective was:
Assess deficiency associated with the main mode
The quality of boat/ferry service provided cannot be said to be the best obtainable but it certainly
can be said to be good. This was deduced from the data analysis. A review of the tourists and
tourism operators views on the quality of the access mode shows that 42 (42.3%) of the tourists
claimed the quality is average while 17 (17.4%) of the same group are of the opinion that the
service is good.
On the part of the operators 6 (60.0%) are of the opinion the service is average and 1 (10.0%)
said it is good. With these opinions, the deficiency of the access mode is not only related to the
48
quality but also to other salient issues as well. The major deficiency the tourists claimed to be
involved in the currently-in-use identified access mode is safety. This was cited by 32.8% (21
respondents) of those advocating for alternative transport mode as their reason. The other
deficiency cited by 17 (26.6%) tourists is high cost (expensive transport fare) of the current
mode. These are some of the few deficiencies and the reason why they are advocating for
alternative transport mode.
The third objective was:
Examine the impact of the current mode on patronage of tourist centre
The result showed that 27.6% (27) of the respondents strongly disagreed that the current access
mode hinders their patronage level while 26.5% (26) of the respondents also disagreed with the
suggestion that the current access mode is a hindrance to the patronage of the tourist centre. The
foregoing therefore suggest that a larger chunk of the respondents (54.1%) are of the opinion that
the existing access mode does not hinder the patronage of the resort centre. Furthermore, 19.4%
were indifferent over the impact of the current access mode on their patronage level. The
respondents that strongly agreed that the current mode hinders their level of patronage are 9
(9.2%) while those that agree are 17 (17.3) which totals 26.5% of all the interviewed
respondents.
The result of the chi-square analysis (inferential data analysis) toed the line of the respondents
that strongly disagreed and disagreed that the existing mode of access does not disturb patronage
as it confirmed the assumption that the current mode of access to Tarkwa-Bay is not a limitation
to patronage of the tourist centre. The result of the Chi-Square (2) calculated is 2.69 which is
less than the table value of 9.49 and as the standard decision rule states, the Null hypothesis was
49
accepted hence it was concluded that the current mode of access to Tarkwa-Bay is not a
limitation to patronage of the tourist centre.
Finally, the second assumption (Alternative transport mode will increase the economic viability
of Takwa-Bay) tested in the course of the research study was to assess how exactly improved
access through the provision of alternative transportation mode to the tourist centre can impact
positively on the economic viability of the tourist destination (Tarkwa-Bay). Findings here also
clearly supported the opinions of the respondents as the statistical tool (Chi-square) used gave
the result of the Chi-Square (2) calculated as 2.69 which is lesser than the tabulated value of
Chi-square which stands at 9.49 hence the null hypothesis was accepted in this case. The
implication here is that the introduction of an alternative mode will increase the economic
viability of Tarkwa-Bay which could also be interpreted to mean that the existing mode of access
is stunting economic viability of the location.
5.2
Conclusions
In terms of the overall tourism transport debate, there is, prima facie, a case for researching ways
in which to improve the travel access of tourist between generating and receiving destinations.
There is an equally compelling case for investigating ways of reducing the impact of tourism
travel at the destination by way of well-designed sustainable tourism transport facilities and
infrastructure.
Initial descriptive analyses already provided a rich set of information about patronage behaviours
and intentions; the main analysis however consisted of access mode and traffic volume count that
allowed assessing the effects of variations in the identity of the generation points (name), and
additional attributes such as fluctuation in daily access and accommodation quality, on the
propensity of choosing a certain tourism option.
50
In terms of the overall implications for tourism marketing and policy, the findings indicate that
the patronage judgments made by tourism consumers in terms of preferred destination or the type
of travel experience, tend to undergo some stages of the decision process. Thus initial
impressions are of importance in influencing a tourism consumers ultimate decision. This
anchoring effect, however, is not particularly strong. Subsequent information influences on
alternative transport mode have the opportunity to change preferences prior to the visitation of
tourism centre.
5.3
Recommendations
The following recommendations are based on the results of this study. It is hoped that policy
makers and tourism operators will use these recommendations to initiate actions that will
enhance the passion of tourists to patronise their various tourism centres which will invariably
have multipliers effects that will translate to job availability and subsequently enhance economic
growth and development. The recommendations are:
Strong partnerships and collaborative initiatives with all stakeholders especially with
those that has the ability to project the image of the sector in a positive light. Such
stakeholders includes: the media, industrial stakeholders like the foods and beverages,
hotels and accommodations etc as well as the host communities;

Effective packaging to ensure competitive pricing, easy access to information, ease of
purchase, quality travel experiences in line with target market needs;

Affordable, safe and convenient access and transport across modes to tourism
destinations and products;

Domestic tourism campaigns rollout to draw the attentions of the tourists to the
pleasurable experience obtainable at the domestic tourist destinations;

Research should be considered and focused on areas where there is high potential for
domestic tourism growth;
51
Recognise
the
role
of
platforms
such
as
travel
agents,
banks,
websites,
telecommunications service providers etc. so as make the tourism experience a
wholesome, comprehensive and enjoyable one;

More collaboration between and amongst tourism operators and other stakeholders such
as tourism consultants, researchers and governmental agencies for collection and sharing
of information for statistical purposes and further research;

Ensure that there is a strong monitoring, evaluation and reporting mechanism that gauges
the experience of domestic patrons and their likelihood of paying a future visit to the
resort is in place.
52
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Accounts:
Regional
Reports.
QUESTIONNAIRES I
UNIVERSITY OF LAGOS, AKOKA, LAGOS
FACULTY OF SOCIAL SCIENCES
DEPARTMENT OF GEOGRAPHY & PLANNING
I ABORISADE A.GBENGA, a Masters student of the above named institution, faculty and
department is currently working on my Masters thesis and therefore requires your assistance to
go through this questionnaire and provide answers on the basis of your knowledge of the
questions and study area.
QUESTIONNAIRE FOR TOURISTS
PART A (SOCIO-ECONOMIC CHARACTERISTICS)
1) Sex: Male [] Female []
2) Age: 16-25yrs [] 26-35yrs [] 36-45yrs [] 46-55yrs[] 56yrs & Above []
3) Educational Qualification: Primary Education[] Secondary Education[] Tertiary
Education []
4) Occupation: Self Employed[] Government Employee[]Private Parastatal Employee []
5) Salary Structure: Less than N50,000 [] Between N50,000&N100,000[]
Above N100,000 []
PART B (QUESTIONS PERTAINING TO TARKWA-BAY)
6) Are you a frequent visitor to Tarkwa-bay? Yes [] No []
7) If YES, how often do you visit the resort? Very Often [] Often [] Sparsely []
8) How did you get to the tourist attraction? By Boat [] By Car [] Other Means
______________
9) How would you rate the mode of access to Tarkwa-bay?
Excellent [] Very Good [] Good [] Poor [] Very Poor []
10) Do you know if there are alternative routes to Tarkwa-bay?
Yes [] No []
11) If YES, what type of access mode is it? Rail [] Road [] Air [] Water []
12) Do you prefer the mode of access you stated above to the available mode?
Yes [] No []
13) If YES, why do you prefer this particular mode of access to the available mode?
Cheaper cost of access []
Lesser access time [] Offers more safety [] Others
_________________
58
14) Do you consider the current mode of access as an hindrance to your frequency of
patronage by people?
Yes [] No []
15) If YES, do you agree that the current mode is an hindrance to accessing the tourist
centre? Strongly Agree [] Agree [] Disagree [] Strongly Disagree []
16) Why do you consider the current mode access an hindrance? Water Phobia []
Insufficiency of Boats/Ferries [] Poor Safety [] Expensive cost of access [] Others
____________________
17) Do you prefer the introduction of an alternative/additional routes to Tarkwa-bay?
Yes [] No []
18) If YES, what mode of access will you advocate for? Rail [] Road [] Air [] Water []
19) How often do you visit other tourism centres? Very Often [] Often [] Sparsely []
20) Do you prefer other tourism centers to Tarkwa-bay? Yes [] No []
21) If Yes to question 19, Why?Better accessibility[]Better Facility[]More economical []
QUESTIONNAIRES II
UNIVERSITY OF LAGOS, AKOKA, LAGOS
FACULTY OF SOCIAL SCIENCES
DEPARTMENT OF GEOGRAPHY & PLANNING
59
I ABORISADE A.GBENGA, a Masters student of the above named institution, faculty and
department is currently working on my Masters thesis and therefore requires your assistance to
go through this questionnaire and provide answers on the basis of your knowledge of the
questions and study area.
QUESTIONNAIRE FOR TOURISM OPERATORS
PART A (SOCIO-ECONOMIC CHARACTERISTICS)
1) Sex: Male []
Female []
2) Age: 16-25yrs []
26-35yrs []
36-45yrs []
46-55yrs[]
56yrs & Above []
3) Educational Qualification: Primary Education[] Secondary Education [] Tertiary
Education []
4) Occupation: Self Employed[] Government Employee[]Private Parastatal Employee []
5) Salary Structure: Less than N50,000 [] Between N50,000&N100,000[] Above
N100,000 []
PART B (QUESTIONS PERTAINING TO TARKWA-BAY)
6) How long have you been a tourist operator in Tarkwa-bay?
Less than 2yrs []
3-4yrs []
5yrs & Above []
7) Which day of the week offers more patronage/tourist influx?
Mondays[] Tuesdays[] Wednesdays [] Thursdays [] Fridays [] Saturdays [] Sundays []
8) How would you rate the patronage level of Tarkwa-bay?
Excellent [] Very good [] Good []
Poor []
Very Poor []
9) What are the available modes of access to Tarkwa-bay? Boats/Ferries [] Road [] Air []
Rail []
10) Which is the commonest mode of access to Tarkwa-bay? Boats/Ferries [] Road [] Air
[] Rail []
11) How would you rate the current mode of access to Tarkwa-bay?
Excellent [] Very good [] Good []
Poor []
Very Poor []
12) Do you consider the prevalence of this mode of access as an hindrance to patronage?
Yes [] No []
13) If YES, do you agree that the current mode is an hindrance to accessing the tourist
centre? Strongly Agree [] Agree [] Disagree []
Strongly Disagree []
14) Why do you consider it so? Water Phobia [] Insufficiency of Boats/Ferries [] Poor
Safety [] Expensive cost of access [] Others ____________________
15) Do you know if there are alternative routes to Tarkwa-bay? Yes [] No []
16) If YES, what type of access mode is it? Rail [] Road [] Air [] Water []
60
17) Do you prefer the mode of access you stated above than the available mode? Yes []
No []
18) If YES, why do you prefer this particular mode of access to the available mode?
Cheaper cost of access [] Lesser access time [] Offers more safety [] Others
_________________
19) Do you prefer the introduction of an alternative/additional route to Tarkwa-bay?
Yes [] No []
20) If YES, what mode of access will you advocate for? Rail [] Road [] Air [] Water []
Appendix A
Percentage Points of the X2- distribution
P
99.5
99
97.5
95
4
1
3
v =1 0.0 393 0.0 157 0.0 982 0.00393
2
0.0100
0.0201
0.0506
0.103
3
0.0717
0.115
0.216
0.352
4
0.207
0.297
0.484
0.711
10
2.71
4.61
6.25
7.78
5
3.84
5.99
7.81
9.49
2.5
5.02
7.38
9.35
11.14
1
6.63
9.21
11.34
13.28
0.5
7.88
10.60
12.84
14.86
0.1
10.83
13.81
16.27
18.47
5
6
7
8
9
0.412
0.676
0.989
1.34
1.73
0.554
0.872
1.24
1.65
2.09
0.831
1.24
1.69
2.18
2.70
1.15
1.64
2.17
2.73
3.33
9.24
10.64
12.02
13.36
14.68
11.07
12.59
14.07
15.51
16.92
12.83
14.45
16.01
17.53
19.02
15.09
16.81
18.48
20.09
21.67
16.75
18.55
20.28
21.95
23.59
20.52
22.46
24.32
26.12
27.88
10
11
12
13
14
2.16
2.60
3.07
3.57
4.07
2.56
3.05
3.57
4.11
4.66
3.25
3.82
4.40
5.01
5.63
3.94
4.57
5.23
5.89
6.57
15.99
17.28
18.55
19.81
21.06
18.31
19.68
21.03
22.36
23.68
20.48
21.92
23.34
24.74
26.12
23.21
24.73
26.22
27.69
29.14
25.19
26.76
28.30
29.82
31.32
29.59
31.26
32.91
34.53
36.12
61
15
16
17
18
19
4.60
5.14
5.70
6.26
6.84
5.23
5.81
6.41
7.01
7.63
6.26
6.91
7.56
8.23
8.91
7.26
7.96
8.67
9.39
10.12
22.31
23.54
24.77
25.99
27.20
25.00
26.30
27.59
28.87
30.14
27.49
28.85
30.19
31.53
32.85
30.58
32.00
33.41
34.81
36.19
32.80
34.27
35.72
37.16
38.58
37.70
39.25
40.79
42.31
43.82
20
21
22
23
24
7.43
8.03
8.64
9.26
9.89
8.26
8.90
9.54
10.20
10.86
9.59
10.28
10.98
11.69
12.40
10.85
11.59
12.34
13.09
13.85
28.41
29.62
30.81
32.01
33.20
31.41
32.67
33.92
35.17
36.42
34.17
35.48
36.78
38.08
39.36
37.57
38.93
40.29
41.64
42.98
40.00
41.40
42.80
44.18
45.56
45.31
46.80
48.27
49.73
51.18
25
26
27
28
29
10.52
11.16
11.81
12.46
13.12
11.52
12.20
12.88
13.56
14.26
13.12
13.84
14.57
15.31
16.05
14.61
15.38
16.15
16.93
17.71
34.38
35.56
36.74
37.92
39.09
37.65
38.89
40.11
41.34
42.56
40.65
41.92
43.19
44.46
45.72
44.31
45.64
46.96
48.28
49.59
46.93
48.29
49.64
50.99
52.34
52.62
54.05
55.48
56.89
58.30
30
40
50
60
13.79
20.71
27.99
35.33
14.95
22.16
29.71
37.48
16.79
24.43
32.36
40.48
18.49
26.51
34.76
43.19
40.26
51.81
63.17
74.40
43.77
55.76
67.50
79.08
46.98
59.34
71.42
83.30
50.89
63.69
76.15
88.38
53.67
66.77
79.49
91.95
59.70
73.40
86.66
99.61
70
80
90
100
43.28
51.17
59.20
67.33
45.44
53.54
61.75
70.66
48.76
57.15
65.65
74.22
51.74
60.39
69.13
77.93
85.53
96.58
107.6
118.5
90.53
101.9
113.1
124.3
95.02
106.6
118.1
129.6
100.4
112.3
124.1
135.8
104.2
116.3
128.3
140.2
112.3
124.8
137.2
149.4
62

An Evaluation of The Impact of Accessibility On Choice of Domestic Tourism Destination by Aborisade Adeshina G.

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An Evaluation of The Impact of Accessibility On Choice of Domestic Tourism Destination by Aborisade Adeshina G.

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AN EVALUATION OF THE IMPACT OF ACCESSIBILITY ON CHOICE OF

DOMESTIC TOURISM DESTINATION:

SCHOOL OF POSTGRADUATE STUDIES

IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF A

Statement of Research Problem

Tourism in the Nigerian context whether international or domestic, is plagued by a number of

Aim and Objectives of Research

Tourism as an activity is therefore no doubt of tremendous importance to the growth and

(including affordability). Therefore, it depends on physical proximity and mobility (Maunder et

2.2 CONCEPTUAL FRAMEWORK

2.4 The Fundamentals of Consumer Behaviour in Tourism Patronage

The impact of the different effects of promotional tactics.

The possible perception of risk for tourism purchases.

The different market segment based upon purchase behaviour, and

How managers can improve their chance of marketing success.

Determinants of demand; tourism is underpinned by the determinants of demand and this

Tourism Demand Concept

Redirect demand for similar facilities in the area;

Substitute demand from other facilities; and

Generate new demand.

Research method and Design

Types of Data Required

Data Collection and Compilation Procedure

Sample Size and Method of Sampling

It is therefore imperative to sample a relatively small amount of the designed questionnaires on

Statistical Method of Analysis

Data Analysis and Presentation

Tourists Demographic Evaluation

Tourists Gender Distribution

Gender Distribution of Tourist

Tourist Age Distribution

Tourist Marital Distribution

Tourist Distribution by Marital Status

Figure 4.1: Occupation of Tourists

Figure 4.2: Education of Tourists

Tourists Monthly Income

Table 4.4: Income of Tourist

Source: Fieldwork 2012

Tourists Patronage and Accessibility Information

Figure 4.3: Frequency of Tourist Patronage

Plate 1: In-coming Boats to the shore of Takwa-Bay

Tourists Rating of Quality of Access Mode

Figure 4.4: Quality of Boat Service

Source: Fieldwork 2012

Transport Mode Preference (Tourists)

Figure 4.5: Transport Mode Preference by Tourists

Reasons for Preference of Alternative Access Mode (Tourists)

Figure 4.6: Reasons for Alternative Access Mode by Tourist

Tourists Opinion on the Current Access Mode (Tourists)

Figure 4.7: Opinion of Tourist on creation of Alternative Access Mode

Reasons for Preference of Alternative Access Mode (Tourists)

Figure 4.8: Reasons for Alternative Access Mode by Tourist

Tourism Operators and Transport Evaluation

Tourism Operators Gender Distribution

Gender Distribution of Tourism Operators

Tourism Operators Age Distribution

Tourism Operator Distribution by Age

Figure 4.9: Education of Tourism Operators

Monthly Income (Operators)

Source: Fieldwork 2012

Tourism Operational Experience (Operators)

Plate 1: A tourism operator hawking fresh coconut

Figure 4.10: Quality of Boat Service (Operators)