IROBUN Uyi Julius
&
OSEYOMON Ehi Patrick
Department of Marketing,
University of Benin,
Benin City, Edo State
Abstract
The study examined event tourism marketing and customer satisfaction in Benin City. The broad objective of this study was to evaluate the relationship between event tourism marketing and customer satisfaction in Benin City. The specific objectives were to evaluate the relationship product, price, promotion and place as dimensions of event tourism marketing enable customers (tourists) to derive satisfaction in Benin. The study adopted the survey research design; data were collected through the aid of a structured questionnaire. Research questionnaire was structured according to the research questions and distributed to the sample population of four hundred (400) respondents. Two hundred and fifty (250) research questionnaires were retrieved while one hundred and fifty (150) research questionnaires were not retrieved. Descriptive statistics technique was used to analyze the quantitative data. Coding was done in the Statistical Packages for Social Science analysis and the output interpreted. Inferential statistics such as regression analysis were used to estimate the existence of relationship among variables. The study revealed that there was significant and positive relationship between price, place tourism and customer satisfaction in Benin City. It was however recommended that marketers of event in Benin City should see the events tourism to be marketed as a total package. The whole aspect of the event product, including the event venue, and quality of entertainment should be well packaged to enhance tourist’s satisfaction. Marketing organizations and potential marketers in Benin City should improve on integrated marketing communication in order to attract tourists to event or carnivals.
