CHAPTER ONE

INTRODUCTION

1. BACKGROUND OF THE STUDY

Religion play both social and cultural role in the growth and development of the tourism and hospitality industry. The hospitality industry has become more diversified, selling better-targeted and more sophisticated products. The bulk of mass tourism is gradually being segmented into such varied submarkets as urban tourism, nature tourism, eco-tourism, adventure tourism, sports tourism, heritage tourism, business tourism, religious tourism, and recently even dark tourism (Gibson and Yiannakis 2002; Mishara, 2000; Poria et al 2001). In addition to this topical segmentation, the industry is also being further subdivided to cater to the needs of special population groups such as elderly tourists (Abeyraive 1999; Marvel 1999; Muller and O’cass 2001; Prideux et al 2000; Wuest et al 1999), disabled tourists (Abeyraive 1999; Burnett and Bendr 2000; Nina and Ryder 2003), gay tourist (Forest and Cliff 1999; Holcomb and Luongo 1996; Hughes 2003) and so on (Ryan and Kinder 1996). Likewise, general aspects of tourist needs such as the relationship between psychological urges and tourist role preference patterns for men and women are being investigated (Gibson and Yiannakis 2002).

        Hospiatlity and religion can also impact on tourist behaviour; for instance, religion influences the choice of destination, tourist product preferences, and the offering of religion related opportunities and facilities to tourists. Similar to other tourism subgroups religious tourism should be seen more in the context of the current competitive environment, in which the tourism and hospitality industries are constantly searching for new customer segments. In this context the Hospitality industry often inhibits a competitive relationship, where tourists feel they have no other alternative than to compromise on their spiritual beliefs in favour of a tourist experience. Instead, tourism and religion should pursue a complementary if not co-habitual relationship. For this purpose, accommodating the religious needs of any faith and further studies addressing these needs, are required.

        Although religious needs are deemed less important in a dominantly post-modern secular if not atheist market, more people with a religious affiliation (religious tourists) are expected to become tourists, especially in developing countries, where tourism is still at an incipient stage (Rinschede 1992). Moreover, more religious tourists join multifunctional journeys especially to Western industrialized countries like Israel, which involve dominant religious factors along with other tourist motivations (Weidenfeld 2006).  Similar to other tourism subgroups, e.g. elderly, gay, and disabled tourists, the special desires of religious tourists need not be marginalized.

1. STATEMENT OF THE PROBLEM

The role of religion in the tourism and hospitality industry cannot be overemphasized. Previous works dealing with religious tourists have tended to concentrate on and analyze their behavior as pilgrims (Bhandwaj 1983; Collins-Kreiner and Kliot 2000; Digance 2003; Dhar and Gupta 1999; Fleischer 2000; Gibbons 1999; Kosansky 2002; Le beau 1996; Mishara 2000; Shachar and Shoval 1999; Sizer 1997, 1999; Turner and Turner 1978; Western 1998; William et al 2002). Unlike the aforementioned studies, this paper focuses on the value of satisfying the more routine religious needs of regular tourists in the tourism and hospitality industry. 

        The tourism and hospitality industry, as a part of the service industry, strives to satisfy customer needs in a competitive environment (Buttle 1986; Heo et al 2004; Lockwood and Medik 2001; Powers 1997; Shoemaker and Lewis 1999). Hoteliers go to great pains to provide tourists with rooms that are as clean and neat as they are able to furnish, depending on the level, grade and standard of the hotel. However, hoteliers for the most part sell the same product to all tourists regardless of their special desires. They rarely go further to tailor the hotel product in general and the hotel room in particular to the special requirements and preferences of any specific group of tourists (Heo et al 2004). For instance it is quite rare to find hotels that accommodate the special needs of religious tourists of any faith. Although Buttle (1986), Johns (1994) and Jones and Paul (1993) exemplify this lacuna, there is still a need for new research regarding tourist satisfaction.

Furthermore, while researchers have studied a wide array of aspects related to the tourism and hospitality industry; they have paid very little attention to the religious tourist segment and their special needs. While paying attention to religious needs requires identifying the religious affinity of the tourist and may incur some inconvenience and some extra cost associated with furnishing the room with some removable religious ornaments prior to the arrival of the tourist, it can be argued that attention paid to such subtle special needs may increase tourist satisfaction which, in turn, may attract more tourists and increase hotel revenues.

Based on the theoretical framework concerning religious tourism provided by Rinschede (1992), Smith (1992), Turner and Turner (1978),  William et al (2002), Vukonic (1996) and York (2002), (further elaborated in the literature review section), this paper attempts to examine the significance of catering for the religious needs of the religious tourist in the tourism and hospitality industry. Specifically, the paper explores the question of how important it is for visitors to be hosted in an environment that offers religious features of a home away from home.

1.3 AIM AND OBJECTIVES OF THE STUDY

The main aim of the research work is to examine the role of religion in the developmnent of tourism industry in Calabar, Cross river  State. The specific objectives of the study are:

1. to determine the relationship between religion and development of the tourism and hospitality industry.
2. to examine the types of religions and how they affect the tourism and hospitality industry development in Calabar Cross river  State
3. to determine the extent to which religion affects the socio-cultural development of the tourism and hospitality industry in Calabar, Cross river  State
4. to investigate the factor affecting the religion and the hospitality development in Calabar Cross river  State.
5. to proffer solution to the above stated problems

1.4 RESEARCH QUESTIONS

The study came up with research questions so as to ascertain the above stated objectives of the study. The research questions for the study are:

1. What is the relationship between religion and development of the tourism and hospitality industry?
2. What are the types of religions and how they affect the tourism and hospitality industry development in Calabar Cross river  State?
3. To what extent has religion affected the socio-cultural development of the tourism and hospitality industry in Calabar, Cross river  State?
4. What are the factor affecting the religion and the hospitality development in Calabar Cross river  State?
5. What is the solution to the above stated problems?

1.5 STATEMENT OF THE HYPOTHESIS

H0: there is no significant relationship between religion and development of the tourism and hospitality industry

H1: there is significant relationship between religion and development of the tourism and hospitality industry

1.6 SIGNIFICANCE OF THE STUDY

The study on the analysis of the role of religion in the developmnent of tourism industrywill be of immense benefit to the tourism and hospitality industry in Calabar, Cross river  State. The study will explore the religious practices in Cross river  State and how they affect the tourism and hospitality industry. The study will educate the tourism and hospitality industry in Cross river  State on how best to manage the socio-cultural effect of religion on the development of the tourism and hospitality industry. The study will serve as a repository of information to other researchers that desire to carry out similar research on the above topic. Finally the study will contribute to the body of the existing literature on analysis of the socio-cultural effect of religion in the development of tourism and hospitality industry.

1.7 SCOPE OF THE STUDY

 The study on will focused on the role of religion in the developmnent of tourism industry in Calabar Cross river  State.

1.8 LIMITATION OF THE STUDY    

Financial constraint- Insufficient fund tends to impede the efficiency of the researcher in sourcing for the relevant materials, literature or information and in the process of data collection (internet, questionnaire and interview).

Time constraint- The researcher will simultaneously engage in this study with other academic work. This consequently will cut down on the time devoted for the research work

1.9 DEFINITION OF TERMS

RELIGION: the belief in and worship of a superhuman controlling power, especially a personal God or gods

TOURISM: Tourism is the activities of people traveling to and staying in places outside their usual environment for leisure, business or other purposes for not more than one consecutive year.

HOSPITALITY: the friendly and generous reception and entertainment of guests, visitors, or strangers.