Hospitality Services Delivery, Perceived Price and Value Fairness and Its Influence on Ecotourism Sustainability in Southwestern, Nigeria

Volume 12, Issue 1 Faith Abimbola Boluwaji
Published online: 10 August 2026
Article Views: 20

AbstractReferencesCite The provision of basic needs of man are key requirements for a successful tourism experience. The concept of tourism which involves the movement of people from their usual places of residence to destinations can be challenging in the absence of adequate products and services. The tourism industry is competitive as more destinations are striving to put their names on the world map in the business of tourism. This study examines the impact of hospitality service delivery, perceived price and value fairness on ecotourism sustainability in Southwestern Nigeria, specifically highlighting tourist revisit intention as a catalyst for economic sustainability. Data were obtained from 900 visitors using a survey methodology at six ecotourism areas in Southwestern Nigeria. A structured questionnaire was used primarily for obtaining primary data from targeted respondents. Hospitality service quality, perceived price fairness, perceived value fairness, tourist satisfaction, and revisit intentions were measured using adapted items that were obtained from existing and validated scales that were used in previous studies in tourism and hospitality management. Results indicate substantial disparities in service quality, tourist satisfaction, and price-value equity across the studied destinations (p<0.01). A substantial positive correlation was identified between service quality and visitors’ intentions to revisit (p<0.01), with the aspects of service quality accounting for 52% of the variance in revisit intentions. This research is useful in the fields of hospitality and tourism management research. It will be helpful for Destination Management Organizations (DMOs). This research extensively explored the intricate relationship between the performance of hospitality services, the perceived pricing and fairness of value, and the effect on the sustainability of ecotourism in Southwestern Nigeria. The results show conclusively that the quality of services plays a crucial role in the satisfaction of tourists, which in turn affects their willingness to revisit the destinations.
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Boluwaji, F.A. (2026). Hospitality Services Delivery, Perceived Price and Value Fairness and Its Influence on Ecotourism Sustainability in Southwestern, Nigeria. International Journal of Business and Administrative Studies, 12(1), 28-43. https://dx.doi.org/10.20469/ijbas.12.10003-1
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