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Tourist travel decisions and behavior are influenced by destination image and value of experience to tourists. Perceived value is one of the important tools for securing a competitive edge in tourism destinations. This study investigates destination image competitiveness, factors enhancing the destination image and perceived value for tourists’ experience for the Osun Oshogbo Grove, Nigeria. Two hundred and forty respondents were sampled with the use of a structured questionnaire. Five factors comprising of 63 variables were used to determine the destination image competitiveness using principal component analysis, while multiple regressions were used to evaluate the perceived value for tourists at the grove. Results revealed that 11 out of the 12 variables determining the destination image competitiveness were significant in attracting tourists to the grove. The regression analysis result showed that all factors predicting tourists’ value of experience are strong (R= 0.936). The variance of destination common service, entertainment and event satisfaction, travel environment satisfaction, and spiritual satisfaction all contributed strongly to the tourists’ value of experience (87.70%) with significance (p < 0.05). Factors of heritage resources, destination environment, entertainment, and culture, as well as price and value with high alpha value contributed greatly to adding value to enhancing destination and tourists’ experience. Eleven variables positively and significantly predicted tourist value. The recommendation therefore is that managers of the Osun World Heritage Site should maintain these variables as well as event experience, entertainment, and environment cleanliness as they are critical to adding values to tourists’ experience.

An Assessment of Destination Image and Factors Responsible for Perceived Customer Value of Osun Osogbo Grove, World Heritage Site, Osun State, Nigeria