Influence of environmental sustainability practices on brand image of tourism entrepreneurs in Jos Wildlife Park, Plateau State Nigeria

This paper investigated the impact of environmental sustainability methods on the brand image of tourist entrepreneurs in Jos Wildlife Park, Plateau State, Nigeria. Regression analysis with a sample size of 235 respondents allows the study to investigate the brand image consequences of waste management, biodiversity preservation, pollution control, and sustainable sourcing. While biodiversity conservation (B = -0.375, p = 0.000), pollution control (B = -0.277, p = 0.000), and waste management practices have a notable positive impact on brand image (B = 0.463, p = 0.000). Sustainable sourcing (B = -0.0167, p = 0.003) negatively impacts brand image. These findings imply that although waste management improves brand image, the other strategies might not fit customer expectations, which would result in a lessened brand awareness. All things considered, the study emphasises the need to match local consumer expectations with environmental standards. The researcher recommends improving communication plans for pollution management and biodiversity preservation, as well as including sustainable sources in more general marketing campaigns. This study clarifies how best to maximise environmental sustainability measures in underdeveloped nations, particularly Nigeria, to strengthen the brand image of travel companies.