THE IMPACTS OF ADVERTISING ON THE MARKETING PERFORMANCE OF HOTEL SERVICES IN ENUGU METROPOLIS (A CASE STUDY OF MAC-DAVOS HOTEL).
ABSTRACT
The impacts of advertising on the marketing of hotel services in enugu metropolis (a case study of Mac-davos hotel) The project work is intended to find out the impact of advertising on the marketing of hotel service in Enugu metropolis. This include investigation whether advertising helps hotels in creation of public image also to know whether advertising is necessary in making customer to be aware of hotel service in term of moral ethnics and norms in the advertisement of hotel services, furthermore the study is intended to find out if hoteliers undertake advertising in view of its impact to hotel services. The problem that encounter by many hotels in effort to advertise their services in a developing economy are also treated by review of related literature. The research carried out various researches in different hotel industries and data were obtained through questionnaire, oral interview, and by observation this comprises of primary and secondary data. Data that were obtained were analyzed by the research viz that advertising play important role in effective marketing of hotel services and maintenance of large market share and consumer sees advertising as a very good programme because of the entertainment rhythm. it was also found that there are many communication media available to hotels in advertising their services, the researcher also find out that Mac-Davos hotel have clear definition of authority among the staff. The researcher also observed that the hotel lays much emphasis on rendering high quantity services to their customers. The following recommendation were also made by the research that the hotel should embark on advertising to create awareness instead of relying on recommendation of customers, they should stress peculiar qualities they posses and remove any part that are bound to conflict with general behavior of the society that is moral ethnics and culture should be considered properly before embarking on any advertising programme that advertising should be used to stimulate sales and entrances profitability instead of price reduction. In conclusion the research concluded that hotels should embark on advertising of their services it can also concluded that things like morality, ethnics and culture are bond to affect advertising if they are not considered appropriately.
TABLE OF CONTENT
Title Page ……………………………………………………………………….i
Approval Page…………………………………………………………………ii
Dedication……………………………………………………………………….iii
Acknowledgement…………………………………………………………..iv
Abstract……………………………………………………………………………v
Table of Content……………………………………………………………..vi
CHPATER ONE
- INTRODUCTION………………………………………………………1
- BACKGROUND OF THE STUDY……………………………….2-3
- STATEMENT OF THE PROBLEM……………………………….4
- PURPOSE OF THE STUDY………………………………………..5
- SCOPE OF THE STUDY…………………………………………….6
- SIGNIFICANCE OF THE STUDY……………………………….6
- LIMITATION OF THE STUDY……………………………………6
- DEFINITIONTION OF THE TERMS…………………………..7
CHAPTER TWO
- LITERATURE REVIEW………………………………………………8
2.1 INTRODUCTION; DEFINATION OF ADVERTISING…..9
2.2 ROLE OF ADVERTISING IN MARKETING OF
HOTEL SERVICES………………………………………………………..10-12
- THE IMPACT OF ADVERTISING ON THE
MARKETING OF THE HOTEL SERVICE………………………..13-14
- THE NATURE OF ADVERTISING…………………………………..15-16
- THE EFFECT OF ADVERTISNG ON MARKET OF HOTEL
SERVICE………………………………………………………………………….17
- THE MERITAND DEMERIT OF ADVERTISING IN A
DEVELOPING ECONOMY…………………………………………………18-22
- THE IMPACT OF ADVERTISING IN MARKETING OF
HOTEL SERVICE AN OVERVIEW…………………………………..23
- ILLUSTRATION SHOWING THE OBJECTIVE OF
ADVERTISING ON MARKETING OF HOTEL SERVICE……..24-25
- ADVERTISING STRATEGIES ADOPTED BY MACDAVOUS
HOTEL IN MARKETING OF THEIR SERVICE…………………….26-27
- THE EFFECTIVENESS OF ADVERTISING IN THE
MARKETING OF HOTEL SERVICE…………………………………..28-31
REFERENCES……………………………………………………..……………32
CHPATER THREE
3.0 RESEARCH METHODOLOG……………………………………………….33
3.1 INTRODUCTION…..…………………………………………..………………33
3.2 RESEARCH DESIGN……….………………………………………………..33
3.3 SOURCE/ METHOD OF DATA COLLECTION…………………….34
3.4 POPULATION OF THE STUDY…………………………….…………..35-36
3.5 SAMPLE TECHNIQUE……………………………………………………….37
3.6 RESEARCH INSTRUMENT FOR DATA COLLECTION………..38
3.7 METHOD OF DATA ANALYSIS………………………………………….38
3.8 QUESTIONAIRE ADMINISTRATION AND
DISTRIBUTION…………………………………………………………………38
CHAPTER FOUR
4.O PRESENTATION, AND ANALYSIS OF DATA…………………..39
4.1 INTRODUCTION……………………………………………………………….39
4.2 PRESENTATION OF DATA………………………………………………40-48
4.3 ANALYSIS……………………………………………………………………….48-53
4.4 INTERPRETATION OF RESLUTS…………………………………….54
CHAPTER FIVE
5.0 SUMMARY, CONCLUSION AND RECOMMENDATIONS…..55
5.1 INTRODUCTION…………………………………………………………….55
5.2 SUMMARY OF FINDINGS………………………………………………56
5.3 CONCLUTION…………………………………………………………………57
5.4 RECOMMENDATION……………………………………………………58-60
REFERENCES………………………………………………………………….61
APPENDIX………………………………………………………………………62-63
CHAPTER ONE
- INTRODUCTION
A mere mention of the hotel and catering business will immediately call to our mind to travel industry and tourism, this is due to the functional relationship between the two advertising has contributed a lot to boost a better image of both major and minor hotels. In every part of the world, hotel services provide meals, drinks, attraction, and accommodation etc. To the general public or persons in transit especially people travelling to place where they have neither their own houses nor any relation to cater for their needs. Such people will like to know few things about hotels and catering services in their transiting area. In other words they may like to know about available hotels. The categories of such hotels the room and suit Janes the type of food served, the necessary comfort customers are accorded with the games that is both indoor and outdoor games available and perhaps any other special features that make such hotel appealing to the sojourners on transit]. These characteristics of hotel are boasted by advertising in so many countries of the world.
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