IMPACTS OF ADVERTISING ON THE MARKETING OF HOTEL SERVICES IN ENUGU METROPOLIS
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IMPACTS OF ADVERTISING ON THE MARKETING OF HOTEL SERVICES IN ENUGU METROPOLIS
ABSTRACT
This study aims to determine the impact of advertising on the marketing of hotel services in the Enugu metropolitan.
This includes investigating if advertising assists hotels in creating a public image, as well as whether advertising is vital in making customers aware of hotel services in terms of morals, ethnics, and norms in hotel service advertisements. Furthermore, the study aims to determine if hoteliers use advertising in light of its impact on hotel services.
Four study questions are posed, which the researcher will utilise to determine whether his opinions on service have any impact in hotels.
The issues that many hotels face while advertising their services in a developing economy are also addressed in a review of related literature.
The researcher conducted several researches in various hotel sectors, and data were gathered through questioners, oral interviews, and observation, which included both primary and secondary data.
Data obtained were analysed.
The research found that advertising plays a key part in effective promotion of hotel services and maintaining a high market share, and that consumers perceive advertising as a very excellent programme due to the entertaining rhythm.
It was also discovered that hotels can advertise their services using a variety of communication media. The researcher was also able to determine that the Mac-Davos hotel has a clear definition of power among its workers. The researcher also noticed that the hotel places a strong emphasis on providing high-quality services to its consumers.
The following recommendations were also made by the researcher: the hotel should embark on advertising to create awareness instead of relying on customer recommendations, they should stress peculiar qualities they posses and remove any part that is bound to conflict with the general behaviour of the society,
that moral ethics and culture should be properly considered before embarking on any advertising programme, and that advertising should be used to stimulated sales.
In conclusion, the researcher found that hotels should engage in advertising in order to market their services. It can also be inferred that morality, ethnicity, and culture are bound to influence advertising if they are not taken into account properly.Chapter one
INTRODUCTION
1.1 Background of the Study
A mere mention of the hotel and catering business quickly brings to mind the travel industry and tourism, and because of the functional tie between the two, advertising has helped to improve the image of both major and minor hotels.
In every area of the world, hotel services provide meals, drinks, attractions, and lodging to the general public or people in transit, particularly those travelling to places where they do not have their own homes or any relatives to attend for their needs.
Such people will want to know a few things about the hotels and food services in their travel location. In other words, they may be interested in learning about available hotels, the categories of such hotels, the rooms and suites, the type of food served,
the necessary comfort, the games available to customers, both indoor and outdoor games, and possibly any other special features that make such hotels appealing to sojourners in transit. Advertisements in numerous nations throughout the world highlight these hotel attributes.
In Nigeria, for example, major hotels such as Sheraton Hotel, Eko Hotel, Federal Palace Hotel, Nicon-Nugo, just to name a few, most of these hotels have made an impressionable image both national and international and the phrase go to advertisement that have heralded their various characteristics,
placement status to the public generally without advertising, the image of their hotels would not be so diffused to the public. For instance, recently in Enugu some hotels
Furthermore, advertising adds colour to the many ambient variables that draw guests to hotels in any country’s metropolis, depending on the makeup of the country.
Today, several countries attempt to incorporate cultural elements into their hotels in order to communicate the country’s past to transit and recently arriving guests. As a result, advertising provides a sample interpretation of both the hotel and the country in which it is located.
However, the impact of advertising on the selling of hotel services is so widespread in many countries that it cannot be overstated. The case of Nigeria is very vivid for example,
major hotels in metropolitan cities have taken advertising as an act of informing the public about its existence, merits 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 kept 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.
Secondly, one may state that any hotel that does advertising will cut down the expense of employing personal selling like employment of salespersons to take on behalf of the activities of the hotel. Advertising is an essential strategy for any hotel looking to grow.
Furthermore, advertising allows clients to learn about numerous hotels in the Enugu city and choose which to visit, even though the goal is not to attract new customers but to maintain existing ones.
Despite the fact that it promotes the image of the hotel that embarks on it before the general public, it also distinguishes those hotels’ services from other hotels and allows them to gain a significant portion of the marketing of hotel services.
In all cases, advertising has a significant impact on the marketing of hotel services. Every entrepreneurial initiative necessitates early research into some method of alerting the public of its existence and benefits. In the same way, every hotel requires some information to enlighten the public about its merits.
Advertising promotes both the selling of good products and the distribution of undesirable products. This means that advertising stimulates sales when the product or services being advertised are of high quality, but destroys low-quality services or products.
Similarly, hotel services with high quality will be enticed by advertising and destroyed if the hotel fails to meet the expectations of customers or the target market. Brands would die without advertising; advertising is known to establish brand image, and by advertising, a hotel may provide a positive image to the public.
Advertising is also important since it helps to increase the quality of our locally created goods and promotes the growth of the arts. Advertising does not jack; its pulls, if constant, exert an unstoppable power; it is not a game for the gutter. It is a game for the sideline if you want to manage a successful business.
Advertising benefits the economy by making personal selling more cost-effective. Advertising reduces the cost of providing information about brands, qualities, and heads, resulting in increased brand quality,
a cheaper average price per unit quality, and the inclusion of sampling and alternative costs. Advertising leads to market power, which assumes that advertising changes sales, reduces volatile demand, and fosters long-term brand loyalty that cannot be proven.
Finally, it is reasonable to conclude that hotels utilise advertising to gather information, particularly in terms of the impact it has on the marketing of hotel services and a positive image.
STATEMENT OF PROBLEM
Mac-Davos turtles in Enugu State have numerous problems, as do other turtles in the Enugu metropolis. Mac-Davos Hotel has numerous challenges with their advertising campaigns.
These issues include improper advertising medium, inadequate managerial skills and procedures, expensive hotel service costs, a lack of unique offers to encourage travellers, an individual’s negative attitude towards leisure,
and a poor hotel location. Government fiscal monetary policy, tourism industry is underdeveloped, there are no tourist attractions, and overall, society’s safety is still low.
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