ABSTRACT
Tourism destinations patronage is not uniform. They vary according to the uniqueness of the destinations. For a destination to be successful, it is imperative to address tourist?s expectations and satisfactions in other to determine the areas of strength to utilize and areas of weaknesses to improve. This study advances the understanding of tourist demographic characteristics, trip characteristics and travel motivations of tourists in the study area. Using krejcie and morgan sample table, 380 questionnaires were administered. The study found that tourists were typically highly educated, young adults and mostly males, working full time with high income. On average tourists stayed in Jos for 1-7 days and traveled alone for adventure, leisure or educational purposes. The study also reveals and ranked the factors motivating and militating tourist?s choice of Jos. Visiting of relations and friends, weather/climate, scenic beauty and unique attractions ranked higher in motivating tourist choice of Jos, while frequent and incessant crisis ranked highest in discouraging tourist choice of Jos. An Important Performance Analysis Technique (IPA) was used to determine the most important and performing tourism component in the study area. It was discovered that attraction is the most important performing component of Jos as a tourist destination. In the light of the above, the study makes recommendations to improve the study area?s attractiveness and to satisfy tourist needs and expectations in other to enhance patronage.