Destination image differences between prospective and actual tourists in Nigeria

The study compared the types of tourism valued by non-tourists and tourists, and examined factors influencing destination selection. Cluster analysis and chi-square tests were used for comparison. Questionnaire surveys confirm that non-tourists attach higher values to natural destinations/environments that may be associated with escape/leisure needs, while the tourists placed higher importance on built destination environments associated with appreciative/study and recreational opportunities. Personal factors such as income and transportation were very important in the destination selection of non-tourists, while environmental factors such as attractions, facilities/amenities and security/safety were more important to tourists. Study implications are also highlighted.