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This chapter is aimed at finding out if the target population of the study constitutes a potential market. It is also aimed at coming up with a clear methodology, exploring the history and position of tourism in Limbe to date and investigating the market (business opportunities in Limbe).
1.1. Methodology
This part aims to describe the methods with which the sample was carried out, the instruments used, the target population and the sampling procedures used in the study.
1.1.1. Research Design
The survey method was used, and it comprised of findings, description, interpretation and analysis of facts collected by the use of questionnaires from a sample size of 1500 subjects selected within corporate workers as the representatives of the corporate workers in the Limbe municipality.
1.1.2. Sample Size and Methods of Sampling
The sample size of this study is made of 1500 subjects who are a representative of the corporate sample population of Limbe municipality. 1500 copies of the questionnaire were distributed to the sample population, which included men and women of four different corporate communities of Limbe. Out of the 1500, 1200 copies of the questionnaire were filled out and returned, while the remaining 300 included blank questionnaires and those that could not be returned. (See appendix III)
1.1.3. Data Types and Sources
Data used in this research is both primary and secondary.
- Primary sources include oral interviews, issuing of questionnaires and the examination of records and literature review.
- Secondary sources of data include official documents such as public archives, public statements generated through press release magazines, books and journals including published and unpublished articles on tourism. Also, a digital camera was used to take pictures of relevant tourist sites.
1.1.4. Data Collection Instrument
- A well structured questionnaire was prepared and administered to the target population under study (Limbe) which included workers of both the private sector and the various diplomatic representations who are educated and income-earners.
- Interviews were conducted with the Provincial Delegate of Tourism (South West Region), Director of Fako Tourism Board, Director of Promotion (MINTOUR) and others.
- Direct observation of research area by researcher.
- Use of digital camera to film area of study
One thousand five hundred copies of the questionnaire were distributed to the population from which a sample was drawn. Excellent results however could not be achieved because of the fact that some of the respondents were very busy and complained of limited time in which the questionnaires were administered. As a result, a total of 12O0 questionnaires were collected from respondents immediately after being administered. This was not easy because most respondents complained of very tight schedules.
The data collected was categorized under various themes according to specific objectives. One questionnaire was taken at a time and questions validated one after another. In a table form, and following the tally while noting the number of questionnaires with similar answers or not, on the same theme, note taken on those answers that differ to the same questions and tally made. Appendix IV summarizes these data.
The method used to analyze this data include; descriptive, narrative and will be presented in a table form. See appendix IV.
1.2.1. Market description
The Limbe population alone is approximately 84 500 inhabitants and Fako Division 367 812 inhabitants (2001 statistics- INS) one-third of whom fall within our target market. Each year, Limbe’s employment rate is on the rise and the creation of new jobs is expected through the year 2008 especially with the extension of the Limbe sea port which is currently under construction.
The following major facilities are found in the Limbe area: an airport in Tiko, a seaport in Limbe, several major health centers, a State university in Buea, other colleges and institutions of higher learning like the British
College of Professional Management.
The service industry represents the fastest growing sector of the national economy and travel and tourism agencies are poised to flourish in the midst of today’s economic boom. These services had been projected to grow at the average annual growth rate of 4.6% over the period from 1990-2010 (Table 1 in appendix II). The travel and tourism industry thrives in a vital economy.
The general economic climate in the city of Limbe is very strong. An influx of new increasing businesses has added to this area’s prosperity (shipyard, Chinese) and the already large population of young professionals is increasing. That notwithstanding, Limbe is an economic business centre after cities like Douala and Yaounde. The different industrial complexes in Limbe like the CDC and SONARA employ more than 30,000 people.
1.2.3. Long-term opportunities
Tourism in general is on the rise (Table 1, appendix I). Africa looks like it will one day be a major destination. The state of the economy will be the determining factor in how many people travel. Other driving forces for travel will be an increase in standard of living, increase in revenue and increase in annual paid holidays.
The current lack of leaders in the domestic pleasure tours (trips) in the travel industry represents an exceptional opportunity for FAKO ATLANTIC TOURS that will concentrate on domestic incentive tours to develop a dominant presence in the Limbe area. With our exceptional knowledge of incentive tours, strong costumer base and competitive prices, the company will be well situated to take advantage of the region’s current economic prosperity.
The corporate labor force is highly educated, skilled, productive and stable. It consists of individuals who are deeply attached to the area and have tended to stay and wait out past periods of economic downturn. The economic vitality and unique environmental qualities attract people. Both public officials and business leaders recognize the need to keep our labor force well equipped with marketable skills.
From within this production, our target customers are individuals who are corporate workers and who earn a handsome income, have leisure time and are single or married with or without children. They include workers of SONARA, CDC, AES SONEL, and the Nigerian Consulate in Buea.
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