Marketing Strategy and Consumer Perception of Ecotourism Destination in Jos South Local Government Area of Plateau State

Emmanuel Musa Samdi PhD, Emmanuel Dyelshak Zumpan,

University of Jos-Nigeria

Keywords: Ecotourism, Marketing Strategy, consumer perception, Sustainability

Abstract

This study examined consumer perception of ecotourism destination marketing strategy in Jos South Local Government Area of Plateau State, Nigeria. A Descriptive research design was used for the study, and a total of four hundred (400) questionnaires were administered to the respondents; multiple linear regression was used to analyze the data collected, and the findings of the study revealed hat all the hypotheses have a significant relationshp on marketing strategy of ecotourism destination in Jos South Local Government Area of Plateau State. The study reveals that Service Transparency, Sustainability Efforts, Consumer Safety, and Community Involvement are critical factors influencing consumer perception of ecotourism destination marketing in Jos South Local Government Area of Plateau State. It is recommended that the management of ecotourism destinations should implement and maintain transparent service practices, including clear communication about services, pricing, policies, and any changes or updates. The management of ecotourism destinations should invest in and promote sustainable practices by adopting eco friendly measures, reducing carbon footprints, and promoting conservation efforts. Ensuring consumer safety should be a top priority for management. Management of Ecotourism destinations should actively involve local communities in their operations.

Published

March, 2025

ISSUE

VOL.5.NO.1

Citation

Emmanuel Musa Samdi PhD, Emmanuel Dyelshak Zumpan, (March, 2025). Marketing Strategy and Consumer Perception of Ecotourism Destination in Jos South Local Government Area of Plateau State. International Journal of Marketing and Management Sciences,(VOL.5.NO.1), 86 - 102.

APA format

Emmanuel Musa Samdi PhD, Emmanuel Dyelshak Zumpan,. "Marketing Strategy and Consumer Perception of Ecotourism Destination in Jos South Local Government Area of Plateau State." International Journal of Marketing and Management Sciences, vol. , no. VOL.5.NO.1, March, 2025, pp. 86 - 102.

MLA format

Emmanuel Musa Samdi PhD, Emmanuel Dyelshak Zumpan,. March, 2025. "Marketing Strategy and Consumer Perception of Ecotourism Destination in Jos South Local Government Area of Plateau State." International Journal of Marketing and Management Sciences , no. VOL.5.NO.1: 86 - 102.

Chicago format

Emmanuel Musa Samdi PhD, Emmanuel Dyelshak Zumpan, (March, 2025). "Marketing Strategy and Consumer Perception of Ecotourism Destination in Jos South Local Government Area of Plateau State." International Journal of Marketing and Management Sciences, vol. , no. VOL.5.NO.1, pp. 86 - 102.

Harvard format