EVALUATING THE IMPACT OF MASS TOURISM ON THE HOSPITALITY INDUSTRY AND TOURISM DESTINATION DEVELOPMENT OF CROSS RIVER STATE, NIGERIA

This research aimed to evaluate the impact of mass tourism on the hospitality industry and tourism destination development in Cross River State, Nigeria. Primary and secondary data were collected through a checklist and questionnaire, and subsequently analyzed using one-way analysis of variance (ANOVA) and the Pearson Product Moment Correlation Coefficient. The findings indicated that Transcorp Hotel and Azari had the highest number of visitor arrivals, with Cuba contributing the largest percentage of tourists in the region. Moreover, the study identified overcrowding and an increase in crime rates as the primary challenges associated with mass tourism in the area. Consequently, the results emphasize the necessity of implementing effective measures to alleviate the negative impacts of overcrowding and address the challenges arising from mass tourism.