MARKETING OF HOTEL SERVICE IN WARRI METROPOLIS
Need help with a related project topic or New topic? Send Us Your Topic
DOWNLOAD THE COMPLETE PROJECT MATERIAL
MARKETING OF HOTEL SERVICE IN WARRI METROPOLIS
ABSTRACT
The primary goal of this project effort, titled “Marketing of Hotel Services in Warri Metropolis,” which employed Royal Ark Hotel Limited as a case study, was to identify the causes of poor client patronage and to propose potential remedies to the problem.
Relevant work related to this project was reviewed in order to obtain additional information about the work to be completed. Primary and secondary data were collected to obtain useful information on the project activities.
Throughout the investigation, numerous findings were discovered that were related to the cause of the hotel’s low consumer patronage. Among the findings were:
1. The organization’s service process takes too lengthy.
2. There is no defined organisation structure.
3. There’s no clear organisational chart.
4. Employees are not sufficiently motivated in terms of remuneration.
5. Their promotional tools were ineffective.
6. The staff are not well trained.
7. There are no set rules for employment.
To overcome the problems described above, the following recommendations were made.
1. The organization’s management should develop a dedicated marketing department and hire qualified marketing personnel.
2. That management should shorten their service process by standardising and documenting it, and that the incentives provided to consumers are acceptable.
3. They should verify that the promotional incentives offered to customers are adequate.
4. Create a clear organisational chart to avoid confusion about who to report to.
5. Management should motivate their employees with training and a high remuneration.
6. The organisation should ensure that additional graduates with reasonable experience are hired into it.
Finally, if this initiative is implemented, it is intended to contribute to increased use of marketing concepts in the hotel business.Chapter One: Introduction and Background of the Study
The topic of this research paper is “marketing of hotel service in Warri metropolis”; it is important to understand what is meant by marketing service and hotel.
According to Kotler (1991, p.10), marketing is a social and managerial process that allows individuals and groups to achieve what they need and want by creating, offering, and exchanging value-added products with others. According to William J. Stabtib (1981 P3), marketing is a transaction or trade that aims to meet human needs or desires.
According to the British Institute of Marketing (1989 P1), marketing can also be defined as the management process of recognising, predicting, and satisfying consumer needs profitably.
According to William J. Stanton (1981, p. 441), services are those separately identifiable, fundamentally intangible activities that give want satisfaction and are not necessarily related to the selling of a product or other services.
Honby rewrote the Oxford Advanced Learner’s Dictionary of Current. Hotel is defined as “a building where meals and rooms are provided for travellers”,
Hotels are classified as follows: motorist hotels with rooms and cabins, as well as a parking lot. However, one of the most significant services provided by hotels is accommodation, which includes
Presidential Suite
Executive chalets
Business suite
Studio rooms
Billard Rooms
Luxury doubles
Restaurant, banquet hall, bar, conference facilities, etc.
Recreation Facilities
Personnel
The changing marketing landscape has necessitated that hotels become more market-oriented in their service offerings. They seek to meet the needs of their clients while also achieving their own organisational goals.
According to Arewa Hotels in House Magazine (1991P30), hotel marketing is the application of marketing concepts in the hotel business in order to provide more effective services to customers.
There have been several advancements and changes in the hotel that reflect economic, political, and business trends, as well as technological and social shifts.
Hotels have increasingly become more concerned with selling their services. In recent years, both expansion and competition among hotel organisations or operators have increased dramatically.
Today, there are so many hotels that they compete for the patronage of “customers” who wish to use their services.
Any organisation wishing to survive in today’s competitive environment, and indeed in any depressed economy, must always have their service/products, packaging,
and images to help the company’s promotional activities succeed in satisfying their customers, which can only be achieved by hotels that are prompt, efficient, and effective. These hotels must rearrange their principles and processes to adapt to changes in the sector.
A careful look at hotels in Warri reveals that more work has to be done to improve the efficiency and effectiveness of hotel operations.
The goal of this research is to investigate all potential routes for improving the efficacy of hotel operations in Warri, because when compared to other states or cities, their operations remain weak and inadequate.
The marketing approach is described as a focus on expansion, with a continuous organised endeavour to expand the market.
However, the term implies that a company aims to satisfy its customers. While producing a profit, the notion requires hotel management and personnel to develop marketing tactics aimed at meeting customer satisfaction and organisational objectives.
When scheduling hotel activities, whether for long-term planning at the executive level or operational chores at the employee level, the two goals of guest satisfaction and profit must be kept in mind at all times.
All corporate activities, including research, production, finance, and sales, are focused on determining what customers want and then developing products and services to meet those demands.
The notion says that if hotel activities are coordinated to fulfil the requirements and desires of clients, profit will be generated. The marketing philosophy states that marketing should begin and conclude with customers.
STATEMENT OF PROBLEMThe research will consider the following issues:
1. Inadequately trained and skilled supervisory personnel to organise and carry out appropriate on-the-job training for operatives at the basic technical level.
2. A lack of understanding of the demands and goals of hotel customers/guests.
3. The issue of high workforce turnover in the hotel business.
4. Delays in providing accommodation, bar and restaurant services.
5. Inadequate grasp of hotel finances
6. Some hotel companies fail to apply marketing concepts.
7. Failure to recognise that “customers” want fulfilment is the economic and social justification for the company’s existence.
NEED FOR THE STUDY
The purpose of this study is to highlight the numerous opportunities that exist in the hotel services process. It is the researcher’s hope that researchers on this topic will identify further reasons to use the material and data supplied to enrich their work.
Also, identify solutions to the challenges mentioned previously and emphasise the importance of consumer pleasure while employing marketing concepts.
OBJECTIVE OR PURPOSES OF THE STUDY
The goal of this research study is to develop answers that can be implemented to the stated problem of hotel services in Warri, Delta State.
Training hotel personnel to develop skilled manpower for achieving greater standards of service
Hotels should prioritise the recruitment of hotel school graduates in order to increase professionalism and assist their advancement to responsible positions.
The hotel should strengthen ties with hospitality schools in order to facilitate engagement and increase the quality of their products and services.
The application of marketing concepts will help to improve the poor quality and inadequacy of services given by recognising that customer pleasure is the economic and social basis for the hotel’s existence.
Improve their marketing efforts by adding new services or being more service-oriented with existing ones.
Providing computerised check-in and speedy checkout facilities to alleviate delays.
Statement of Hypothesis
The hypothesis that will be tested in this course of research are as follows.
Ho Customers’ unhappiness in hotels is not caused by any implementation of marketing concepts.
Hi Customers’ unhappiness in hotels is caused by the failure to apply marketing concepts.
Customer dissatisfaction is not caused by insufficient or low-quality hotel personnel/staff.
Hello, customer dissatisfaction is the result of insufficient and low quality personnel/staff of hotels.
Insufficient leisure and entertainment facilities have not resulted in customer unhappiness in hotels.
Hi Insufficient recreational and entertainment facilities caused client unhappiness in hotels.
Definition of Terms
The following terminology in this study should be interpreted as follows:
MARKETING
Marketing is a human activity that seeks to satisfy needs and desires through an exchange process.
HOTEL
The Oxford Advanced Learners Dictionary of Current English Revised by Horuby) Hotel is a structure that provides food and lodging for tourists.
MARKETING CONCEPT
According to the marketing philosophy, the key to achieving organisational goals is to identify the requirements and wants of the target market and provide the needed satisfaction more effectively and efficiently than competitors.
PRODUCT
A product is something that is perceived as capable of meeting requirements or desires.
SERVICES
Services are any act or activity performed by an individual or group of individuals to another that is notably intangible, does not result in ownership of anything earned, and provides happiness for the mutual benefit of the service provider and service consumers.
Need help with a related project topic or New topic? Send Us Your Topic