Human Capital Dimensions in an Emerging Tourism Market: The Case Study of Cross River State, Nigeria

The purpose of this study was to investigate the human capital dimensions of an emerging tourism market in Cross River State, Nigeria. A stratified sample of 80 tourism firms was randomly selected and a self administered structured questionnaire was employed to collate data. The study revealed that tourism managers were broad-minded in the setting of human capital objectives in their firms. Employment of educationally qualified and trained people did not show significant relationship with customers’ satisfaction and profitability. Experience of employee prior to engagement and payment of competitive salary were significantly related with customers’ satisfaction and firm profitability. The study recommended that a formal tourism education system, to be driven by academic and tourist researchers, should be established in the region.