Impact of Brand Awareness on the Development of Sport Tourism in Obudu Lga Cross River State, Nigeria
Abstract
In an increasingly competitive marketplace, organisations are under pressure to adopt innovative strategies that enhance visibility and sustain consumer attention. Brand awareness has therefore emerged as a widely used marketing tool globally, enabling organisations to connect with audiences through emotional and community-based experiences. In the Nigerian context with emphasis on Obudu LGA, Cross River State, sports events attract a diverse and youthful audience, offering a valuable platform for brand engagement. However, despite the potential of brand awareness in promoting the development of sport tourism, there is a noticeable lack of empirical data examining its effectiveness in Obudu LGA, Cross River State. Therefore, it becomes imperative to examine the impact of brand awareness on the development of sport tourism in Obudu LGA, Cross River state, Nigeria.
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