An Assessment of Destination Image and Factors Responsible for Perceived Customer Value of Osun Osogbo Grove, World Heritage Site, Osun State, Nigeria

Research on the Osun-Osogbo Sacred Grove reveals that 11 out of 12 variables significantly influence tourists' destination image competitiveness. These include heritage resources, destination environment, entertainment, culture, price, and value, all contributing to a strong perceived customer value (R = 0.936). The study, involving 240 respondents, used principal component analysis and multiple regression to assess factors enhancing tourist experience, such as common service satisfaction, event satisfaction, travel environment satisfaction, and spiritual satisfaction. These factors collectively explain 87.70% of the variance in tourists' perceived value (p < 0.05). The findings underscore the critical role of maintaining event experiences, entertainment, and environmental cleanliness to enhance tourist satisfaction and destination value.

Adeleke, B. O., & Ogunsusi, K. (2019). An Assessment of Destination Image and Factors Responsible for Perceived Customer Value of Osun Osogbo Grove, World Heritage Site, Osun State, Nigeria. IAFOR Journal of Cultural Studies, 4(2), 5–26. https://doi.org/10.22492/ijcs.4.2.01