ROLE OF ADVERTISING IN MARKETING OF HOTEL SERVICES IN ENUGU METROPOLIS
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ROLE OF ADVERTISING IN MARKETING OF HOTEL SERVICES IN ENUGU METROPOLIS
ABSTRACT
This study was conducted to determine “The Role of Advertising in Marketing of Hotel Services in Enugu Metropolis” utilising Zodiac Hotel Ltd Enugu as a case study. We attempted to identify the advertising methods used by in attaining its goals.
The study employed several instruments, including an oral interview, a questionnaire, and a survey. According to the findings of the study, magazines are the most effective advertising medium for Zodiac Hotel Ltd. Other examples include sign poles placed strategically throughout the Enugu metropolis.
We also noticed that they employ additional promotional strategies, such as sales promotion (biros, cards, calendars, etc.) and exposure. We also discovered that guests are drawn to Zodiac Hotel because of its surroundings and features.
The interaction between clients and employees is quite credible. We noticed that the firm had a very good reputation in society. The researchers praised the administration of the Zodiac Hotel for its good atmosphere and facilities, and we made the following comments.
They should incorporate the advertising budget in the operational cost, utilise more television media for advertising than others, and introduce more signs.
Chapter one
1.1 Introduction
Hotel services have played an important role in the lives of our citizens. The hotel sector serves as the backbone for successful communication and all commercial activities both domestically and internationally.
Hotel advertising has greatly aided in the improvement of the image of both major and minor hotels in developed services that provide meals, drinks, attractions, accommodation, and so on to the general public or people in transit, particularly those who are leaving their homes to conduct business in other countries.
Customers are interested in learning about a hotel’s features before booking an accommodation during a business trip.
These are the qualities of hotels in other countries, but just a few in Nigeria, such the Metropolitan Hotel, Zodiac Hotel, Sheraton Hotels, Eko City Hotel, Hotel Presidential, Niconugu, and top hotels.
Most of these hotels have a reasonable national and international image, thanks to advertising that understands what it takes to raise awareness of the benefits that hotel services provide to its customers.
For example, in Enugu State, certain hotels have recently started advertising their services to raise public knowledge and encourage more usage.
1.2 Statement of Problems
Zodiac Hotel Limited in Enugu State is experiencing many of the same issues as other hotels in the Enugu Metropolitan Area.
It has numerous challenges with their advertising initiatives.
The issues include inappropriate advertising media, poor managerial skills and techniques, high hotel service costs, a lack of special offers to encourage tourism, individual attitudes towards leisure, poor hotel sitting locations, government fiscal and monetary policy, and a lack of tourist attractions.
1.3 GOALS OF THE STUDY
The study’s aims are:
1. Identify the tactics utilised in advertising to raise awareness of hotel services.
2. Determine whether advertising can be used to obtain a competitive advantage over other competitors.
3. Determine the best media to employ for advertising hotel services.
4. Make recommendations on the best method to use advertising to solve organisational difficulties.
1.4 RESEARCH QUESTIONS.
1. How effectively and efficiently may advertising be used to achieve organisational goals?
2. Do you think advertising may be utilised to encourage people to visit Zodiac Hotel?
3. What are the acceptable media to employ for advertising?
4. What recommendations should be made to remedy the problem at Zodiac Hotel Limited in Enugu State?
1.5 Significance of the Study
The study is significant because it reflects academic achievement by contributing to the already existing record of research in business studies. Furthermore, the study will be valuable to the researcher’s colleagues as well as all students in the field, as they will use it in their future research on the same topic.
The research will be useful to public administration in general, as well as marketing professionals in various ministries and departments, because it will help them carry out their marketing services. Policymakers will greatly benefit from the study because it will act as a scientific guide for them.
1.6 SCOPE OF THE STUDY
This will just cover the zodiac Hotel Enugu. By hotel services, we mean enterprises that provide lodging, desert foods, and other services.
The effort will focus on the role of advertising in the hotel’s services (Zodiac Hotels Ltd).
1.7 Definition of Terms
1. Advertising: This refers to the dissemination of messages or information through any type of mass media. Examples include radio, magazines, television, and outdoor sign posts. To promote the quality of products and services
2. Demand: The amount of goods and services that can be purchased at any given price and time.
3. Marketing: This refers to the business activities that steer the flow of goods and services from producers to consumers or users.
4. Motivations: These are an individual’s inner states of mind that motivate him or her to act in a way that ensures the achievement of certain goals.
5. Profit: This is the positive difference between total expenses and total sales for a certain product or service.
6. Promotional Mix: These are instruments used to spread information about a product or service.
7. Organisation Chart: This is a graph or sketch graphic that depicts an organization’s structure.
8. Sales Promotion: This is one of the promotional strategies used to increase the sales of a product beyond its current level.
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