Thesis (MSc) - Cyprus International University. Institute of Graduate Studies and Research Tourism and Hotel Management Department

Includes bibliography (sheets 56-62)

ABSTRACT
Tourism development in Southwest Nigeria has witnessed a surge in interest, with a
particular focus on trend niche tourism, destination development and market
competencies. This study delves into the complex interplay between these factors,
aiming to provide a comprehensive evaluation of their relationships. The methodology
involved a quantitative approach, leveraging a well-structured five-point Likert Type
Rating Scale questionnaire to collect data from 406 respondents encompassing tourists
within the region. The demographic data gathered were analysed with the use of a
descriptive statistics like frequency counts and percentages, and the hypotheses of the
study were tested using inferential statistics like SPSS and SmartPLS4.
The findings reveal intriguing insights into the connections among these variables. The
outcome suggests that trend niche tourism plays a pivotal role in the influence on
destination development. Moreover, the study highlights participants' strong
agreement that market competencies act as a bridge between niche tourism trends and
destination development outcomes. Respondents also recognized the positive
influence of market competencies on demand for trend niche tourism and destination
growth. These outcomes underscore the importance of effective marketing strategies
and collaborative efforts in enhancing the region's tourism industry.
Keywords: Destination Development, Market Competences, Trend Niche.