DESTINATION IMAGE AND BUSINESS TRAVEL CHOICE: A CONCEPTUAL PERSPECTIVE ON KANO

Abstract

Business tourism is a crucial driver of economic growth, facilitating trade, investment, and international collaboration. Destination image plays a pivotal role in business travel decisions, shaping perceptions of accessibility, infrastructure, security, and overall attractiveness. While extensive research exists on destination image and leisure travel, limited studies have examined its influence on business travel choices, particularly in emerging economic hubs like Kano, Nigeria. This conceptual paper explores the relationship between destination image and business travel choice, drawing on the Theory of Reasoned Action (TRA) to explain how cognitive, affective, conative, and multi-sensory dimensions influence decision-making. Kano, a historic commercial center in Northern Nigeria, presents significant business tourism potential, yet challenges such as infrastructure gaps, security concerns, and limited destination marketing hinder its competitiveness. This study highlights strategic interventions to enhance Kano’s destination image, emphasizing infrastructure development, security improvements, and targeted promotional efforts. The findings contribute to theoretical discussions on business travel and provide practical insights for policymakers and stakeholders seeking to position Kano as a premier business travel destination