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IMPACTS OF ADVERTISING ON THE MARKETING PERFORMANCE OF HOTEL SERVICES IN ENUGU METROPOLISE (A CASE STUDY OF MAC-DAVOS HOTEL).

IMPACTS OF ADVERTISING ON THE MARKETING PERFORMANCE OF HOTEL SERVICES IN ENUGU METROPOLISE (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.

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.

In Nigeria for example major hotel such as Sheraton hotel, Eko hotel, Federal palace hotel, Nicon-Nigeria just to mention but a few, most of these hotels have made impressionable image both national and intentional and the praise go to advertisement class placement status to the public generally without advertising the image of their hotel, would not be so diffused to the public for instance recently in Enugu, some hotels have come up with the advertising of their services.

  • BACKGROUND OF THE STUDY

The impacts of advertising on the marketing of hotel services in Enugu metropolis (A case study o Mac-Davos hotel). In Enugu lately some hotels were not advertising their hotel, they believe in customer’s recommendation and patronage instead of advertising their hotel services, so Mac-Davos was the one that introduced advertising in his hotel, and so many customers patronize his hotel, both far and near, all over the world. So this lead to many hotel in Enugu investing heavily on advertising as the surest means of reacting to increase their customers interest, they overlook other important promotional tools. Therefore, advertising can be seen as a means of making known in order to sell something. In this work, advertising refers to the general meaning “A group of activities aimed at and including dissemination or information by the media about a company or its product”.

However, the impact of advertising, on the marketing of hotel services is noticed in many countries that it cannot be over emphasized. The case of Nigeria is very vivid for example major hotels in metropolis cities have taken advertising as an act of informing the public about it’s existence, merit and where the hotel is located in other words it make no sense to build better mouse trap and keep it secret that is it will make no difference, if a nice hotel with well matured staffs and adequate amenities is built and keep secret but advertising proves a better ground for its publicity to the public the quality of services accorded to customers and recommendation about staffs competent. Advertising also make the services of those hotels very unique from other hotels and also make them to obtain larger share in marketing of other hotels services hence, in all circumstances there are some major impacts of advertising on the marketing of hotel services.

Advertising contribute to the economy by contributing to personal selling and making it a cheaper operation. Advertising lowers the cost of information about brands, qualities, heads to increase in brand quality and lower average price per unit quality and including sampler and alternative cost. Advertising leads to market power which assumes that advertising changes sales; makes demand less chiastic and create durable loyalties that cannot be tested. Finally, it is convenient to say that hotel uses advertising to get information with particular references to its impact in marketing of hotel services and good image.

  • STATE OF PROBLEM

Mac-Davous Hotels in Enugu States are faced with a lot of problems as it is found in other turtle in Enugu metropolis Mac- Davious hotel is faced with so many hindrances over their advertisement programmes. These problems are inappropriate media for advertising programme, poor managerial skill and techniques, high cost of hotel services lack of special offers encourage tourists, individual poor attitude to leisure, and poor location of hotels. Government fiscal monetary policy, tourism industry is skill under developed lack of no tourist attraction and more mostly the safety least in the society is low.

1.3. PURPOSE OF THE STUDY

Regards to the problem or point enumerated above in the statement of the problem of the project will be as follows.

  1. To recommend the best way to scrutinize the problem or find acquisition of Mac-Davos hotel in Enugu State.
  2. To determine the use of appropriate media for advertising
  3. To make recommendation in the best and most economical way to prove the managerial skill and technique.
  4. To determine the feature of advertising to be use in other to attract public attention.

IMPACTS OF ADVERTISING ON THE MARKETING PERFORMANCE OF HOTEL SERVICES IN ENUGU METROPOLISE (A CASE STUDY OF MAC-DAVOS HOTEL)

1.4. SCOPE OF THE STUDY

This study will cover just the Mac-davos hotel Enugu, by hotel services we mean, those business which on provision of lodging facilities, decent foods and drink are accordable to customers whether open to public or restricted to member of particular organization the work will cover the impact of advertising in the services of his turtles (Mac-davos hotel).

  • SIGNIFICANCE OF STUDY

This study is primarily aimed at helping researchers, the management of Mac-davos Hotel Enugu, students in the business field; the study is also aimed at exposing the danger of not advertising their marketing services finally the study will help in pointing out weakness in their managerial techniques and skill which hinder the rate of profit they make from customers.

  • LIMITATIONS OF STUDY

The research which to say frankly that this study was carried out within limits imposes by practical consideration of cost and times. The researcher is aware that the study area is not large but because of pre-mentioned impact on advertising we would not cover wide area.

  • DEFININTION OF TERMS

ADVERTISING – This means any paid, non-personal form of communication with identified sponsor.

DEMAND – This is the performance of goods and services that can be paid for at any given price and at a given period of time.

MARKETING – This is the performance of business activities that directs the flow of good and services from producer to consumer.

MARKETING MIX – These are the set of marketing tools which a firm uses to purchase its marketing objectives in the market.

MOTIVATION – This is an individual inner state of mind that causes him or her to behave in a way that ensures the accomplishment of some goal.

PROFIT – This is a favourable difference between the total expenses and total sales of a given product or services.

PROMOTIONAL MIX – These are tools used in forwarding an idea about a product or service.

ORGANIZATION CHART – This is the representation of an organizational structure primarily by means of graph or sketch illustration.

IMPACTS OF ADVERTISING ON THE MARKETING PERFORMANCE OF HOTEL SERVICES IN ENUGU METROPOLISE (A CASE STUDY OF MAC-DAVOS HOTEL)

 

 

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