Tourism Development in Uncharted Locations: Olumo Rock Case Study

This case study investigates the potential of tourism development in relatively uncharted locations, using Olumo Rock in Abeokuta, Nigeria, as a specific example. The research employs secondary data analysis to explore the economic benefits, challenges, and favorable factors associated with developing tourism at this destination. It highlights the growing trend of tourists seeking less-known destinations and emphasizes the potential for tourism to drive economic growth and foreign direct investment in Nigeria. The study also identifies hurdles such as infrastructure limitations and the need for local language skills, while suggesting strategies like collaboration with travel agencies and leveraging cultural events to attract more tourists to Olumo Rock. Ultimately, the research aims to provide insights and recommendations for authorities to expedite tourism network development in the area and contribute to the nation's economic revival.

Running head: TOURISM DEVELOPMENT IN UNCHARTERED LOCATIONS
The importance of tourism development in remarkably uncharted locations: A case study of
Olumo Rock in Abeokuta, Olumo state Nigeria
Name of the Student:
Name of the University:
Author’s Note:

1TOURISM DEVELOPMENT IN REMARKABLY UNCHARTERED LOCATIONS
ABSTRACT
Tourism industry over the years had become an important cog in the economic wheel of the
different nations of the world and is greatly considered to be the “passport to development”.
However, at the same time it is seen that the concerned industry over the years had undergone
a significant amount of change. For example, one of the most important trends which is being
seen within the contemporary tourism industry is the fact that the tourists because of the
problems of over-tourism and others are increasingly opting for relatively unchartered
tourism destinations. This is precisely the reason why the researcher had selected the topic
“The importance of tourism development in remarkably uncharted locations: A case study of
Olumo Rock in Abeokuta, Olumo state Nigeria” for the purpose of conducting research.
The researcher had divided the entire research work into six chapters, namely, introduction,
literature review, methodology, findings and discussion, conclusion and personal self-
reflection. Furthermore, for the effective completion of the researcher work, the researcher
had opted for the secondary data analysis method or more precisely the method of thematic
analysis. Thus, taking the help of this method, the researcher had tried to find the importance
or the benefits that the development of tourism at the Olumo Rock in Nigeria is likely to yield
to the concerned nation. Furthermore, the researcher had also tried to find out the favorable
factors and also the hurdles or the challenges that the authorities are likely to face for the
development of tourism at the concerned destination. More importantly, the researcher also
states various measures or ways through which the authorities can increase the number of
tourist footfalls at the concerned tourist destination like collaboration with travel agencies,
use of cultural or social events and others.
Keywords- unchartered destinations, tourism industry, foreign direct investment, economic
benefits, community development, etc.

2TOURISM DEVELOPMENT IN REMARKABLY UNCHARTERED LOCATIONS
ACKNOWLEDGEMENT
I would like to thank my supervisor for offering me the opportunity to complete my research
work on the topic “The importance of tourism development in remarkably uncharted
locations: A case study of Olumo Rock in Abeokuta, Olumo state Nigeria”. I would also like
to thank Mr. ………………….. for the constant support as well as academic help that he
offered me for the completion of this research work.
In addition to them, I would also like to thank my friends who had been a source of constant
support as well as help during the entire course of this research work.
Last but not the least, I would thank my family members for helping me out in every possible
manner which in turn enabled me to complete this research work.

3TOURISM DEVELOPMENT IN REMARKABLY UNCHARTERED LOCATIONS
Table of Contents
Chapter 1: INTRODUCTION....................................................................................................5
1.1 Background of the Study.............................................................................................5
1.2 Brief overview of Olumo Rock........................................................................................6
1.3 Problem Statement.......................................................................................................6
1.4 Research Aim..............................................................................................................7
1.5 Research Objectives....................................................................................................7
1.6 Research Questions.....................................................................................................8
1.7 Rationale of the Study.................................................................................................8
1.8 Structure of the Study..................................................................................................9
1.9 Summary....................................................................................................................10
Chapter 2: LITERATURE REVIEW.......................................................................................11
2.1 Introduction....................................................................................................................11
2.2 Tourism Industry............................................................................................................11
2.3 Key Tourism Theories....................................................................................................12
2.4 Emerging trends within the tourism industry.................................................................12
2.5 Concept of Uncharted Destination.................................................................................13
2.6 Significance of Uncharted Destination in Tourism........................................................14
2.7 Factors influencing the tourists to opt for Uncharted Destinations................................15
2.8 Challenges for Increasing Tourist Footfalls in Uncharted Destination..........................16
2.9 Ways to Attract Tourists to Uncharted Destination.......................................................17

4TOURISM DEVELOPMENT IN REMARKABLY UNCHARTERED LOCATIONS
2.10 Summary......................................................................................................................17
Chapter 3: RESEARCH METHODOLOGY...........................................................................19
3.1 Introduction....................................................................................................................19
3.2 Research Philosophy......................................................................................................19
3.3 Research Approach........................................................................................................20
3.4 Research Design.............................................................................................................21
3.5 Data Collection Method.................................................................................................22
3.6 Data Analysis.................................................................................................................22
3.7 Ethical Considerations...................................................................................................22
3.8 Research Limitations......................................................................................................23
3.9 Summary........................................................................................................................23
Chapter 4: FINDINGS AND ANALYSIS...............................................................................24
4.1 Introduction....................................................................................................................24
4.2 Critical Analysis.............................................................................................................24
4.2.1 Tourism in Nigeria..................................................................................................24
4.2.2 Importance of tourism development in the unchartered destination of Olumo Rock
in Nigeria..........................................................................................................................29
4.2.3 Hurdles for the development of tourism at Olumo Rock in Nigeria.......................31
4.2.4 Favorable factors for the development of tourism at Olumo Rock in Nigeria........33
4.3 Summary........................................................................................................................34
Chapter 5: CONCLUSION AND RECOMMENDATIONS...................................................35
Chapter 6: PERSONAL SELF-REFLECTION.......................................................................38

5TOURISM DEVELOPMENT IN REMARKABLY UNCHARTERED LOCATIONS
References................................................................................................................................40
Chapter 1: INTRODUCTION
1.1 Background of the Study
As opined by Nonthapot (2016), the tourism and the travel industry had emerged as one
of the most important industries of the world on the score of the economic contribution which
it makes towards the national economies of the different nations of the world. As a matter of
fact, the gross revenue generated by the concerned industry in the year 2016 on a global basis
was more than $ 7.6 trillion, which accounted for 9.9% of the entire GDP of the world itself
(Statista.com, 2019). In addition to this, the concerned industry offered employment services
to more than 313 million people which itself accounts for more than 10.17% of the total
employment of the world (Eyuboglu & Eyuboglu, 2019). Shahzad et al. (2017) are of the
viewpoint that one of the most important aspects of the tourism industry is the fact that a
plethora of industries like hospitality, transport, entertainment, food and beverage industry
and others are directly dependent on the concerned industry. Moreover, the social as well as
the environmental contributions made by the industry under discussion here can in no way be
relegated to the background.
Ridderstaat, Croes and Nijkamp (2016) have articulated the viewpoint that one of the
major problems seen within the tourism industry is the fact that the majority of the tourism
activities are based on some specific tourist destinations and thereby only certain nations
have been able to benefit from the same. In this regard, mention needs to be made of the
tourism destinations of London, New York City, the Great Coral Reef in Australia and others
(Dogru & Bulut, 2018). However, when the particular context of the various under-developed
nations like Nigeria, Botswana and others is taken into consideration it is found that these

6TOURISM DEVELOPMENT IN REMARKABLY UNCHARTERED LOCATIONS
nations have failed to develop any significant tourism destinations or attractions, which in
turn is adversely affecting their national economy (Jaafar & Rasoolimanesh, 2015). This is
precisely the reason why the researcher had opted for the topic of development of tourism
designation in remarkably unchartered locations like Olumo Rock in Abeokuta, Olumo state
Nigeria.
1.2 Brief overview of Olumo Rock
Olumo Rock, is a mountain in the south-west part of Nigeria and located in the
ancient city of Ogun State which is called by the name of Abeokuta (Nigeria.gov.ng, 2019).
More importantly, in the 19th century during the inter-tribal wars, this destination was mainly
used as a fortress by the Egba people of the concerned nation (Nigeria.gov.ng, 2019). One of
the most important aspects of the concerned mountain is the fact that it is located at a height
of 137 meters above the sea which in turn had contributed towards the picturesque beauty of
the concerned destination in a significant manner (Nigeria.gov.ng, 2019). Tourists visiting
this particular destination generally had to make the steep climb up the mountain which is too
risky for normal people and this is perhaps one of the major reasons why ladders are currently
being offered to the tourists. In addition to this, it is seen that the people visiting this
destination need to have atleast a rudimentary knowledge of the local language which is
completely different from the English language. However, the adventurous journey up the
mountain and also the picturesque beauty of the destination are the major gratification factors
which propel the tourists to visit the concerned destination.
1.3 Problem Statement
As mentioned above, the majority of the tourism destinations of the world are based in the
first world nations which in turn had contributed in a significant manner towards their
national economy. However, as opined by Rivera, Croes and Lee (2016), the tourists or the
individuals in the present are showing increasing propensity towards the unchartered or lesser

7TOURISM DEVELOPMENT IN REMARKABLY UNCHARTERED LOCATIONS
known tourist designations to undertake holidays or spend their leisure time. In this regard,
mention needs to be made of the nation of Nigeria which despite possessing picturesque
natural beauty and also the essential ingredients of a tourism designation had not been
explored till now by the tourists (Bimonte & Punzo, 2016). More importantly, the concerned
nation possesses abundant natural resources which could be easily utilized for bringing about
the economic revival of the concerned nation. In this context, it needs to be said that tourism
is often considered to be the “passport to development” and thus it is likely that the influx of
tourists from the diverse parts of the world is likely to bring in foreign direct investments
(FDIs) into the nation which in turn would strengthen the economy of the concerned nation
(De Vita et al., 2015). Thus, it can be said that the development of tourist destinations at
relatively unchartered designations like Olumo Rock in Abeokuta, Nigeria is not only going
to help the tourism industry of the concerned nation but would at the same time help in the
growth or development of the other industries of the nation as well.
1.4 Research Aim
The aim of the research is to investigate the importance of tourism development in
remarkable uncharted locations in the particular context of Olumo Rock in Abeokuta, Olumo
state Nigeria.
1.5 Research Objectives
The objectives selected for the research work are listed below-
1. To investigate the importance of tourism development in remarkable uncharted
locations
2. To analyze the significance of tourism development in Olumo Rock in Abeokuta,
Olumo state Nigeria

8TOURISM DEVELOPMENT IN REMARKABLY UNCHARTERED LOCATIONS
3. To probe into the hindrances and supporting factors in tourism development in Olumo
Rock
4. To recommend paths towards expediting the tourism network development in that
area
1.6 Research Questions
The questions that had been selected for the purpose of the research work are listed
below-
1) What is the importance of tourism development in remarkable uncharted locations?
2) What is significance of tourism of development in Olumo Rock in Abeokuta, Olumo
state Nigeria?
3) What are the hurdles and favorable factors for tourism of development in Olomo
Rock?
4) To recommend ways towards rapid development of tourism in Olumo Rock?
1.7 Rationale of the Study
The issue that had been selected for the purpose of the research is the development of
tourist destinations at relatively unchartered locations like the Olomo Rock. In this regard, it
needs to be said that because of the under-developed nature of the nation, it is likely to face
various hurdles for the effective development of the tourism industry in the concerned nation
(Singh, 2017). This can be explained on the basis of the fact that the tourists even in the
present times like to opt for the well-renowned tourist designations and the relative obscurity
as well as the condition of Nigeria deter the people from opt to visit it (Seghir et al., 2015).
This is an issue presently because of the fact that the national economy of Nigeria despite the
aid given by the World Bank and UN had not shown signs of development and also many

9TOURISM DEVELOPMENT IN REMARKABLY UNCHARTERED LOCATIONS
tourists in the recent times had shown the desire to explore unchartered destinations (Roberts,
Hall & Morag, 2017). More importantly, the entry of tourists and the resultant exploration of
the nation by them is likely to bring in foreign investments as well which in turn would help
in the development of the nation (Antonakakis, Dragouni & Filis, 2015). Thus, it is likely that
this research work by proposing the development of tourist destination at Olomo Rock and
the benefits that it is likely to offer to the nation is likely to help in the same cause in a
significant manner. Moreover, the study albeit in a succinct manner will show the benefits as
well as hurdles that the different nations face for the development of tourist destination.
1.8 Structure of the Study
The entire study will consist of five chapters, namely, introduction, literature review,
methodology, findings and discussion and conclusion and recommendation. In the second
chapter, namely, literature review, the researcher will explore the topic under discussion here
in the light of the past literature which had been written on the same and will also use the
theories, models, concepts and others articulated in these past works. In the third chapter, the
researcher will state the detailed methodology which had been used for the collection as well
as the analysis needed for the completion of the research. In this regard, it needs to be said
that the researcher had opted for secondary data collection method and for the analysis of the
same the process of thematic analysis had been used. In the fourth chapter, findings and
discussion, an analysis of the secondary data had been undertaken. In chapter five, conclusion
and recommendations, the researcher summarizes the findings of the entire research and also
proposes some recommendations through which tourism can be developed in an effective
manner at Olomo Rock. Lastly, the research concludes with a personal self-reflection in
which the researcher will discuss personal experiences of completing the concerned work.

10TOURISM DEVELOPMENT IN REMARKABLY UNCHARTERED LOCATIONS
Figure 1: Structure of the Study
Source: (Created by the Author)
1.9 Summary
In this chapter, the researcher had outlined the aim of the research along with its
objectives and research questions on the basis of which the entire study will be conducted. In
addition to this, the researcher had also outlined the structure of the study and rationale for
the selection of this topic as well.
Chapter
1:
Introducti
on
Chapter
2:
Literature
Review
Chapter
3:
Methodol
ogy
Chapter
4:
Findings
and
Discussio
n
Chapter
5:
Conclusio
n and
Recomme
ndations
Chapter
6: Self
Reflectio
n

11TOURISM DEVELOPMENT IN REMARKABLY UNCHARTERED LOCATIONS
Chapter 2: LITERATURE REVIEW
2.1 Introduction
In this chapter, the researcher had analyzed the past literature related to the concept of
unchartered tourism destinations, the benefits that they offer, the challenges that the
authorities face for the development of these locations and others. The researcher so as to
offer an effective understanding of the topic and also to facilitate the understanding of the
secondary sources which will be collected for the completion of the research had explained
these concepts in a succinct manner through the use of past literature.
2.2 Tourism Industry
As per the World Tourism Organization (2019), tourism can be defined as “as people
traveling to and staying in places outside their usual environment for not more than one
consecutive year for leisure and not less than 24 hours, business and other purposes”. The
tourism industry intends to cater to precisely this desire or the need of the people and intends
had develop various kinds of services to fulfill these very needs of the people (Rivera, 2017).
More importantly, the emergence of the tourism industry can be traced back to the ancient
times however commercialization took place in the industry only in the 19th and the 20th
centuries (Samimi, Sadeghi & Sadeghi, 2017). In the present times, it is seen that the tourism
industry offers a plethora of services to the tourists like travel options, dining options,
entertainment, transport and others (Chiu & Yeh, 2017). It is on the score of these services
offered by the concerned industry that it is directly connected with the other in industries of
the world like hospitality, transport, entertainment and others. In addition to these, it is seen
that the tourism industry is one of the highest revenue generating industries of the world and
is increasingly being used by the different nations to stabilize or rejuvenate their national
economies (De Vita & Kyaw, 2017). Moreover, in addition to the economic contribution that