ROLE OF MARKETING IN THE DEVELOPMENT OF TOURISM INDUSTRY IN NIGERIA
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ROLE OF MARKETING IN THE DEVELOPMENT OF TOURISM INDUSTRY IN NIGERIA
ABSTRACT
The purpose of this topic “The role of marketing in the development of tourism in Nigeria using Nike Lake Resort Enugu as a case study” was to demonstrate how Nike Lake Resort delivers customer happiness through sales promotion, which is the function of marketing in the development of tourism.
The research is an attempt to provide a summary of this work, to paint a clear image of what the research is about, while also emphasising the study’s objective, methods, and outcomes. The study was separated into initial chapters.
The study focused on the following essential areas: Determine how sales marketing contributed to the firm’s profit motive in the case study, as well as how customers were encouraged to visit the hotel.
As a result, to ensure that the study’s aim was met, the researcher carefully implemented the instruments mentioned in their contribution to the findings.
The techniques and tools used were as follows. The sample survey preliminary test, the source of data collection, the sample size, the study population, and statistical analysis were all described in Chapter 3.
The information acquired from the disseminated questionnaire was used in the data analysis in Chapter 4 (4) of this study. In the data analysis, the surveys were analysed using tables and percentages. In fact, the hypothesis was developed in Chapter 4 using the chi-squared (x2) technique.
The goal of which was to give accuracy and be applicable to one or more variables. The hypothesis’s outcomes were summarised in Chapter 5 (5) of this book.
In conclusion, it is worth noting that the adoption of the above approaches and/or techniques was done with the sincere belief that they would provide acceptable and reliable information for this research work, which would also serve as a reference point for future research studies on a related topic.
Chapter One: Introduction
1.1 Background of the Study
There is no denying that the ultimate goal of every business venture is to maximise profit. Some businesses fail to understand that satisfaction is associated with profitability. This means that unless a customer is satisfied with an offering, the company has not met its profit objectives.
In fact, marketing, as one of the management roles, can make a significant contribution to tourism development.
Marketing is a management function that organises and directs all business activities involved in assessing and converting customer purchasing power into effective demand for a specific product or service to the final consumer or use in order to achieve the company’s profit target or other objectives. It was founded by the British Institution of Marketing.
KRIPPERDORT (1979:35) described marketing in tourism as the systematic and coordinated execution of business by tourists in order to achieve optimal satisfaction of the needs of identifiable customer groups while also generating an appropriate profit for themselves.
The Seven Principles of Tourism
Understanding the marketing mix is essential for every firm to succeed. Not to overemphasise the 7 P’s of tourism. This 7p’s analysis focused on the tourism marketing mix, including the product, price, promotion, location (destination), people, process, and physical evidence elements.
These are applied to the package holiday sector of the travel industry to demonstrate the significance of each component. According to this belief, tourism is described as the practice of travelling for pleasure, particularly during holidays, and the business of providing tourists with holiday excursions, hotels, and other amenities.
Tourism is also the sum of the phenomena and relationships that result from non-residents’ travel and stay, and it is unrelated to any earning activity. Defined by 2 HANILIER and KRAFT
It is an industry based on visits by individuals from within and outside the country for relaxation, recreation, and involvement in non-routine activities.
Tourist locations are frequently placed outside of residential and commercial areas.
Tourism can be local or international. In domestic tourism, people typically travel outside of their traditional residence to different sections of the country. It is international when it entails travel from a distinct national unit with its own political and economic systems.
Some areas of interest in tourism include the following:THE MUSEUM: These are establishments that house antiquities and historical monuments.
The monuments illustrate the cultural and historical background of a certain society.
HOTELS AND OTHER ANCILIARY SECTORS: They offer lodging, food services, conference and convention facilities, and other amenities.
AMUSEMENT PARKS GARDEN: They are places for socialising and refreshing one’s mind and brain; they also function as tourist attractions.
GAME RESERVES: These are areas where many forms of wildlife can be observed in their natural habitats.
NATIONAL FEATURES: These include the vegetation scenery and various terrain shapes on the landscape.
They include caves and lakes, and this type of tourism is known as physical tourism. These include constitutional constructions like dams and some particular architectural designs for buildings.
Tourism resources in these categories are typically classed as environmental, social, infrastructural, and resource centres since they are aspects of human habitation.
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