Abstract

This study evaluated the effect of destination awareness strategies on holiday destination choice in South-South region of Nigeria. Descriptive survey research design was adopted for the study. The population of the study comprised of domestic and foreign tourists at 4 tourist sites during the 2019 Christmas and New year holiday from which a sample of 323 visitors was drawn using Freud and Williams formula for sample size determination from an infinite population. Primary data were collected from a well-structured questionnaire and administered on the visitors/tourists at four beaches in Akwa Ibom State, and secondary data from academic journal papers, textbooks, and internet resources. Statistical tools for data analyses include; descriptive analysis, Exploratory Factor Analysis, Principal Component Analysis and, Regression Analysis. The findings of the descriptive analysis revealed destination promotional deficiencies in the deployment of traditional and new media and low tourist arrivals at the beaches. The study concludes that destination awareness had a significant positive effect on holiday destination choice in South-South, Nigeria. Based on the results of the study, it was recommended that adequate mass media campaign be mounted by Akwa Ibom State Ministry of Tourism and Culture and the creation of website for each tourist sites to showcase their attractions and other attributes to potential domestic and international tourists for more arrivals and spending for eco-tourism development.