DESTINATION PACKAGING AND THE LENGTH-OF-STAY OF VISITORS TO CALABAR, CROSS RIVER STATE, NIGERIA

Abstract

Abstract

This study investigates the effect of destination packaging on the length of stay of visitors in Calabar, Cross River State, Nigeria. The research was motivated by the paradox that, despite the considerable tourism potential and diverse attractions across the state, Calabar remains in the lower phase of its destination life cycle relative to competing destinations. This raises critical concerns about why visitors often spend only a short duration in the destination, particularly during and immediately after the Calabar Carnival. A convenience sampling technique was employed to survey 387 tourists who visited Calabar during the 2022 Annual Calabar Carnival. Data were collected using a structured questionnaire based on a five-point Likert scale. Following preliminary data screening and cleaning, hypotheses were tested using multiple linear regression analysis. The results revealed that destination attraction, accommodation, amenities, accessibility, and safety/security exerted significant and positive effects on visitors’ length of stay. The study recommends the urgent renovation, maintenance, and restoration of tourist attractions to sustain their appeal and image. Furthermore, the government should strengthen peace-building initiatives and adequately equip security agencies to enhance safety. Regulatory bodies are advised to conduct regular supervision and monitoring of accommodation facilities to ensure quality service delivery and environmental sustainability. Finally, the Cross River State Tourism Board should foster stronger partnerships between public and private stakeholders, both locally and internationally, to advance tourism development in the state.

Keywords: ‎Tourism, Destination Packaging, Destination Attraction, Accommodation, Amenities, Accessibility, Security.