Strategic Positioning and Performance in the Tourism Sector: Evidence from Nigeria

Abstract

This research work examined the relationship between the different strategic positioning typologies and tourism performance. The population consists of one hundred and seventy (170) staffs of tourism industry in Nigeria, while the sample size comprises of one hundred and fourteen (114) staffs. The study utilized a descriptive research design. However, the study adopted questionnaire as a reliable source of data collection, whereby primary data was used to elicit respondents’ opinions on the research topic. The findings revealed that analyzer and reactor typologies strategy positioning have a statistical significant relationship with both monetary and non-monetary performance in the tourism industry.

Keywords: Strategic positioning, tourism performance, analyzers, reactors.