Original Research Article | OPEN ACCESS
Enhancing Destination Loyalty through Online Presence in the Tourism Industry in South-East Nigeria

N. J, Obiora1 , E. C. Nwokorie2

1Department of Hospitality Management and Tourism, Faculty of Management Sciences, University of Port Harcourt, Nigeria; 2Department of Hospitality Management, School of Pure and Applied Sciences, The Federal Polytechnic Ilaro, Nigeria.

For correspondence:-  N. Obiora   Email: judipatobiora@yahoo.com

Received: 14 November, 2018        Accepted: 9 January, 2019        Published: 31 Marcch 2019

Citation: Obiora NJ, Nwokorie EC. Enhancing Destination Loyalty through Online Presence in the Tourism Industry in South-East Nigeria. Account Tax Rev 2019; 3(1):69-81 doi:

© 2019 The authors.
This is an Open Access article that uses a funding model which does not charge readers or their institutions for access and distributed under the terms of the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0) and the Budapest Open Access Initiative (http://www.budapestopenaccessinitiative.org/read), which permit unrestricted use, distribution, and reproduction in any medium, provided the original work is properly credited..

Abstract

This research explored the relationship between online presence and destination loyalty with the sole objective of enhancing destination loyalty, in selected tourist destinations in South East, Nigeria. Questionnaire was administered to 135 respondents out of which 122 were retrieved and utilized for the analysis. Data were analyzed in descriptive and inferential statistics using the SPSS (version 24.0), and the Spearman rank correlation (rho) was used to test hypotheses. Positive significant relationships were found between dimensions of online presence and measures of destination loyalty. The study discovered that the most viable variable is the relationship that exists between the destination’s website and service delivery, while the least is social media and service delivery. From the findings, it was recommended that tourist destinations should enhance their clientele base more through the destinations website.

Keywords: Destination loyalty, online presence, service delivery, tourism industry


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