Challenges of Marketing Micro Tourism Businesses in Mountain Destinations: A Case from Nigeria

Abstract

This paper examines the challenges of marketing micro tourism businesses in Obudu Mountain Resort in Nigeria. It utilizes a qualitative case study research strategy and fourteen (14) interviews were conducted with the proprietors of the existing micro tourism businesses who were selected using snowball sampling techniques. The study found out that inadequacy of disposal income, inadequate and inefficient telecommunication infrastructure (ICT), absence of networks among tourism business owners and lack of proper understanding and integration of the local tourism entrepreneurs with the management staff of Obudu Mountain Resort are the main obstacles to the marketing of micro tourism businesses in the case study area. The paper concludes with an emphasis on the need for relevant stakeholders to address the issues so as to ease marketing and ensure the survivability and long term sustainability of the businesses.