THE MARKETING PROBLEM PROSPECTS OF THE FIVE STAR HOTELS IN ENUGU METROPOLIS
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THE MARKETING PROBLEM PROSPECTS OF THE FIVE STAR HOTELS IN ENUGU METROPOLIS
Chapter one
1.1 Introduction
In the 17th century, when farming was considered the primary occupation in Nigeria, farmers went to the farm in the morning and gathered at the village square in the evening to eat, drink, rest,
and strategize how to confront the next day’s farming work. This forced the construction of a tiny cottage outside their main house as a rest area and to accommodate visitors who may be travelling and require a place to relax.
As time passed, people began to create caravans for travellers to stay in before continuing their journey. When our colonial masters began to bring development to Nigeria, they mimicked their use mostly for sleeping accommodation.
In order to increase satisfaction, five-star hotels were built to make travellers feel more comfortable and to ensure that none of their meals are skipped.
These hotels were created to fulfil the needs of the country’s holidaymakers and travellers. Hotel industry has the potential to gain foreign cash if properly managed, and five-star hotels were developed by the government and people to reap the benefits of hotel business.
The hotel sector in the state economy has seen a slew of issues. This is due to a poor economy, limited powder supplies, and nepotism. The concerns listed above affect five-star hotels in the Enugu metropolitan and the country as a whole.
They experience significant unpredictability in structure and production, which explains the alternative setting and management of the hotel business in Nigeria.
The cutthroat rivalry in the hotel sector has necessitated the deployment of a variety of methods by the hotels engaged, including a significant promotional effort in the form of advertisement and publicity. The divindling and worsening economy of Nigeria has reduced the ordinary Nigerian’s per capita income, resulting in concentration.
On essential life necessities including food, shelter, and clothing. This led most Nigerians to regard five-star hotel services as extremely lavish and expensive. Though five-star hotels are extremely important in any civilization since they promote quick development and make living more enjoyable.
Five-star hotels are the leaders in the hotel sector in Enugu metropolitan. Despite their leadership position, some hotels continue to challenge their strengths, while others exploit their weaknesses.
ensure that their objectives are met while also emulating the operations of other five-star hotels in Nigeria and throughout the world. Given that marketing is a very delicate aspect of business, they guarantee that their operations are properly planned and implemented in order to reach this goal.
The hotel industry must be market-oriented, with customer pleasure as the first focus. Given the importance of the hotel industry to the economy and the need for improved hotel services, the researcher examines the marketing challenges and potential of five-star hotels in Enugu city, with a focus on Nike Lake Resort Hotel Enugu.
1.2 Statement of Problem
The researcher was spurred by a number of issues, including the fact that star hotels in Enugu city faced stiff rivalry both among themselves and with other hotels entering the market. They confronted bad economic conditions due to government neglect, insufficient power supply, employment discrimination, and output instability.
The economic crisis, high inflation rates, and complete devaluation of the Nigerian currency have all had a negative impact on the country’s hotel industry. These unattractive phenomena have had a negative impact on the target, and hotels are now regarded as luxury.
Despite economic turbulence, five-star hotels should endeavour to meet the needs of their customers by addressing a variety of issues. The researcher seeks to give recommendations, state the problem, and correct the faults. This includes the situation encountered during the research.
1.3 GOALS OF THE STUDY
The study’s goal is to assess pest and current marketing issues and prospects in the hotel business, utilising Nike Lake Resort to identify the following.
1. To investigate the issues confronting five-star hotels in the Enugu metropolitan.
2. Determine whether the hotel’s offerings are readily available to its clients.
3. Determine whether the charge for the services delivered.
4. Determine whether the hotel’s service quality meets the expectations of its star clients.
5. Determine whether the hotel’s service quality will lead to a successful future.
1.4 Formulation of the Hypothesis
Hypothesis 1.
H0: Nike Late Resort Hotel Enugu’s promotional strategy does not result in a rise in client awareness.
H1: Nike Lake Resort Enugu’s promotional campaign led to a rise in client awareness.
Hypothesis 2
H0: Nike Lake Resort Enugu’s service costs do not increase returns.
H1: Nike Lake Resort Enugu’s service prices contribute to increased returns.
Hypotheses #3:
H0: Nike Lake Resort’s service quality will not contribute to the company’s future success.
H1: Nike Lake Resort’s high-quality service will result in a brighter future for the organisation.
Hypotheses 4:
H0: Nike Lake Resort’s services are not readily available to its customers.
H1: Nike Lake Resort’s services are readily available to its consumers.
1.5 Significance of the Study
The study is important because it aids in identifying major areas of strength and weakness in the marketing operations of five-star hotels in the Enugu metropolitan. The research will be quite useful to readers who want to become acquainted with the services provided by hotels, particularly in the Enugu city.
It will serve as a reference source for a researcher conducting research on this topic. The fresh discoveries made in this study will greatly benefit the researcher and other researchers. The study will be useful to future researchers who are interested in related topics.
The study will help the management of Nike Lake Resort as well as other five-star hotels in Enugu. This is because their marketing will be adequately exposed, and appropriate recommendations will be given. This study will be of interest to our national economic planners who are involved in the tourist and hospitality industries.
1.6 Scope of the Study
This just refers to the locations. It will be quite tough to conduct research on all five-star hotels in Nigeria. This scenario limited the research endeavour to the Enugu metropolitan, with a focus on Nike Lake Resort Hotel Enugu.
1.7 Definition of Terms
This is a brief overview of some of the terminologies utilised in this study endeavour. Some of the terms are as follows:
i. Banquet Hall: These are halls that hotels hire to its clients for activities such as ceremonies, conferences, weddings, and other associated occasions (Hotel and Management Approach 1986: 256).
ii. CARAVANS:- These are little dwellings or huts created and installed for travellers to stay before starting on their journey (Guide to Hotel Workbook 1980: 201).
iii. LAKE LIMOUSINES:- These are hiring services that the hotel provides for the
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