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Niche Tourism: A New Trend for Destination Development and Market Competencies
Abstract
Tourism development in Southwest Nigeria has seen an increase in niche tourism, destination development, and market competencies. This chapter will focus on the intricate and complex interplay among these factors to arrive at a comprehensive evaluation of their relationships. A quantitative method was used that involved 406 respondents who are tourists from within the region. The descriptive statistics were used in analysing the collected data such as frequency counts and percentages while inferential statistics like SPSS and SmartPLS4 were employed to test hypotheses made by this study. Results indicate that participants highly agree that marketing capabilities serve as a mediator for niche tourism and destination development outcomes. Similarly, respondents also agreed with the fact that market competencies have positive impact on both demand for niche tourism and growth in destinations. They underscored the significance of good marketing strategies and collaborative efforts which can improve Southwest Nigeria's tourism industry.
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