CREATIVE TOURIST PRODUCT CHARACTERISTICS AND CONSUMER BEHAVIOUR: EMPIRICAL SPOTLIGHT ON ANKARA FABRIC IN SOUTH-SOUTH, NIGERIA

Abstract

The popularity and pervasiveness of the Ankara fabric (creative tourist product) as worn by the rich and the poor, politicians, celebrities and clergymen on special occasions such as weddings, burial ceremonies and child dedications, is a varying positive development. However, the factors driving its fast-rising status have not been empirically established in the South-South region of Nigeria. This study, therefore, investigated cultural product (Ankara Fabrics) attributes and consumers behaviour in Rivers State. The survey research design was adopted and primary data was obtained from 254 respondents through a structured questionnaire. Mean score, standard deviation and multiple regression tools were utilized for data analysis. Findings showed that fabric design, quality, style/fashion were the major attributes of Ankara fabrics that influenced positive market response in Rivers State, Nigeria. Drawing from the findings, it was concluded that the Ankara fabric characteristics are important predictors of customers’ patronage. The study recommended improvement in product quality, patriotism, collaboration between Ministry of culture/tourism and fashion industry and other stakeholders such as Nigerian embassies, celebrities and social media influencers to promote local textile products for tourism development.