JUMBO Dagogo Samuel
Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt
dagogo.jumbo.rsu.edu.ng
ADIELE Kenneth Chima
Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt
Abstract
This study examined the relationship between tourism entrepreneurship and marketing efficiency of tourist destinations in Rivers State. Specifically, it investigated how dimensions of tourism entrepreneurship (innovativeness and adaptability) relate to measures of marketing efficiency (cost reduction and repeat purchase). A descriptive survey design was employed. The population of the study comprised 60 registered tourist destinations in Port Harcourt. Using Krejcie & Morgan’s Table, a sample of 52 firms were selected and 2 respondents (general/operations and marketing manager) of each firm, making a total of 104 respondents, provided data for the study. A total of 85 copies of questionnaire were returned, of which 80 were usable and subjected to analysis. Data were collected via structured questionnaire validated by experts and tested for reliability using Cronbach’s Alpha test. The Spearman’s Rank-Order Correlation statistic was used to test the hypotheses formulated for the study. The study found strong, positive and statistically significant relationship between dimensions of tourism entrepreneurship and measures of marketing efficiency. Thus, the study concludes that tourism entrepreneurship is a critical driver of marketing efficiency of tourist destinations in Rivers State; and recommends that managers of tourist destination should invest in innovation and strengthen adaptive capacity to respond quickly to market shifts and sustain marketing efficiency.
Keywords: Adaptability, cost reduction, innovativeness, marketing efficiency, tourism entrepreneurship.