TOURISM SUSTAINABILITY AND TOURISTS’ BEHAVIOURAL INTENTIONS IN SOUTH-SOUTH NIGERIA: EVIDENCE FROM AKWA IBOM STATE

Abstract

Purpose- The study examined the effect of sustainable tourism on tourists? behavioural intentions in Nigeria. Design/Methodology- The descriptive survey research gathered data from 150 tourists who were holidaying at various attraction sites in the eco-destination of Akwa Ibom State, South-South, Nigeria. A well-structured questionnaire containing 17 items, with four demographic items was used to elicit data from the respondents using judgemental sampling technique. The data gathered was utilised to validate the model developed for the study empirically through statistical tests with the help of SPSS. Findings- The inferential statistical analysis revealed that the three dimensions of tourism sustainability had significant effect on destination loyalty. On the other hand, destination loyalty engenders revisit intention by tourists significantly. Originality- The effect of economic, social and environmental sustainability on tourists? behavioural intentions in the eco-destination sector of the tourism industry is a novel contribution in the context of Nigeria. Practical Implications- Stakeholders in the Nigerian tourism industry should abhor short term profit objectives and focus on developing sustainable tourism marketing capabilities. This will enhance preservation of tourism resources, improve community wellbeing as well as promoting long term profitability of tourism service providers. The resulting destination image as an eco-destination has the capacity to improve the tourism competitiveness of Nigeria at the global level.