Selling Concept: Strategy for Improving the Marketability of Nigerian World Heritage Sites

Abstract

The Nigerian World Heritage Sites are experiencing a low turn-out of tourists, visitors, researchers and Nigerian dignitaries. The sites are hardly known outside their area of existence. Their international recognition and importance bears no significance to many. This paper therefore examines the root causes of Nigerians’ lukewarm attitude to these sites. Through systematic and purposive sampling techniques, 150 respondents in 10 villages of 5 selected Local Government Areas were sampled. A structured interview schedule was used in the collection of data administered through the heritage Site manager and his staffers. For clarification of responses, unstructured interview and physical condition and linguistic observation were used to support the interview schedule. The result of the analysis showed a positive correlation between awareness level and people visiting the sites. The awareness for the existence and new status of these two sites were low or none existence. Among the five competing marketing philosophies, the application of selling concept comprising of advertisement, promotion, personal selling and public relation was found to be more appropriate in creating awareness. The paper concluded by recommending other marketing principles that can ensure the maximum use of these two sites thereby fulfilling the real purpose of their new status and bringing in foreign exchange.

DOI: 10.5901/ajis.2015.v4n3p149