MARKETING OF HOTEL SERVICES IN ENUGU METROPOLIS(A Case Study Of Mac – Davos Hotel Enugu)
The study focus attention on the following
1. To find out whether the price charge by Mac – Davos Hotel increase patronage.
2. . The marketing strategy employs by Mac – Davos in carrying out its activities in the Hotel industry has contributed to the level of customers satisfaction
3. To also find out whether the quality of services rendered by Mac – Davos Hotel leads to increase of patronage.
Both primary and secondary data were collected to solve the research problems. The population of study compromised the customers of Mac – Davos Hotel limited and relevance staff.
The research instrument and method used for the collection of data were mainly questionnaire, oral interviews and of course the researcher personal observations. Table frequencies and percentage were also used in presenting and analyzing the collected data.
Chi – square statistics was used to test the various hypotheses. The following findings were made.
1. It was being discovered that customers are satisfied with the quality of services rendered by Mac – Davos hotel.
2. It was also discovered that, the price charged by Mac Davos hotel does not leads to an increase in customary patronage.
3. It was discovered that, the promotional strategies adopted by Mac – Davos hotel leads to increased customers awareness.
Finally, based on the finding, the researcher recommended the following as the solution for arresting the situation.
1.That Mac – Davos hotel should keep maintaining and modifying its method of service rendering
2. That Mac – Davos hotel should revisit her pricing policy and reduce where necessary, price of some of her services especially accommodation.
3.That the marketing strategies applied by Mac – Davos hotels should be maintained and improved with trend of the changing world of computer.
4. It will be of great help if Mac – Davos hotels develops a method of getting complaint from customers.
Table Of ContentChapter One
1.1 Background Of The Study
1.2 Statement Of The Problem
1.3 Objective Of The Study
1.4 Hypothesis Formulation
1.5 Scope Of Study
1.6 Significance Of The Study
1.7 Limitation Of The Study
1.8 Definition Of TermsChapter Two
2.0 Related Literature Review
2.1 Historical Dimension Of Hotel Industry
2.2 Nature And Classification Of Services
2.3 Characteristics Of Services And Their Marketing Implication
2.4 Marketing Concept And The Services Industry
2.5 Marketing Strategies For Services Firms.
2.6 Marketing Strategy For The Hotel Industry
3.0 Research Methodology
3.1 Sources Of Data Collection
3.1a Primary Data
3.1b Secondary Data
3.2 Sampling Techniques
3.3 Population Of Study
3.4 Sample Size Determination
3.5 Research Instrument For Data Collection
3.6 Method Of Data Analysis
3.7 Questionnaire Administration And Allocation
4.0 Presentation Analysis And Interpretation Of Data
4.1 Data Presentation And Analysis
4.2 Testing Of Hypothesis
5.0 Summary Of Finding, Recommendation And Conclusion
5.1 Summary Of Findings
1.1 OVER VIEW OF THE STUDY
Hotels provide meals, drinks, attractions, accommodation etc., to the general public or persons in transit especially people traveling to places where they have neither their own homes nor any relation to cater for their needs. Such persons will like to know few things about the hotels in their transitory area. In other words, they may like to know about available hotels, the categories of such hotels, the room and suit fares, and the type of food served, the necessary comfort customers are accorded – with, the game that is both indoor and outdoor games available and perhaps and other special feature that make such hotels appealing to the sojourners in transit.
These characteristics of hotels are boosted by marketing services of various types in so many countries of the world. In Nigeria, major hotels live like Sheraton, Eko Hotels, Federal Palace Hotels, NICON NUGA, to mention just a few of them, have made impressionable image both nationally and internationally and the praises go to marketing that have heralded their various characteristics, class placement status to the public generally. Without marketing, the image of their hotels and their excellent services would not be so diffused to the public. For instance recently in Enugu, some hotels have come up with incentive – type promotions to attract new terriers, to reward loyal customers and to increase the patronage rates of occasional users. One of such hotels is Home Pride Guest House situated at number 16 Chime Avenue, New Haven in Enugu, promoted its hotel as (10%) Ten percent discount awaits customers that patronizes its hotel superbly built, and lavishly furnished with ultra-modern guest houses, with about sixteen (16) air conditioned rooms each with its exclusive toilets, cold/hot shower, stand-by water storage tanks to ensure uninterrupted water supply; a lounge with well stocked bar and assorted types of edibles including Chinese foods available; a well cemented car park adorned with beautiful flowers, and powerful stand-by generators to ensure uninterrupted power supply.
1.2 STATEMENT OF PROBLEM
The study is aimed at finding the importance as well of marketing problems experienced in hospitality industries. This is an organization that the principal objective is to make profit. To realize this objective, the business concern must be prepared to uphold the marketing concept of the supremacy of the consumer. Marketing promotion contributes a great deal in upholding the supremacy of the customers which involves identification and satisfaction of specified needs. Hospitality industry like hotel-ling is a competitive business and must endeavour to identify and satisfy customers’ needs to be able to stay in business.
There are some marketing problems in hospitality industry business in Enugu State. The problems are the factors that hinder marketing of hotel services.
One of such factor is income. The income level of both customers and proprietors will hinder the work of marketing promotion on hotels. Low income earners, for example may find it difficult to cope with high prices of hotel services which happened as a result of marketing carried out which invariably attracted high prices on them.
There are also several classes of people in society. We have high class individual and low class people as well. Those in the high classes are usually enlightened while those in the lower class are mainly illiterates.
For instance, some advertising messages are produced by professional for high class people while non-professional produced the type we call below the line advertising for low class people. Culture consider some advetisement as taboo, while some people in a special class, like corporation may find it not necessary advertising their hotel, hence it is only for members.
1.3 PURPOSE/OBJECTIVES OF THE STUDY
The study is aimed at critical analysis of the marketing problems experience in hospitality industries like hotels.With the above problem statements, the main purpose or objectives of this research work will be as follows:-
- Finding out to what extent Davos Hotel Enugu has gone in the application of advertising as one of the tools for marketing on hospitality industry.
- Finding out what benefit have accrued to the application of advertisement in their business.
- To determine if the Davos Hotel Enugu is offering or not of all Services advertised
1.4 RESEARCH QUESTIONS
In pursuance of the above objectives, questions of this nature will be asked by the researcher.
- what extent has Davos Hotel Enugu gone in the application of advertising as one of the tools for marketing on hospitality industry?.
- what benefit have been accrued to the application of advertisement in their business?.
- Is Davos Hotel Enugu offering or not of all Services advertised?
1.5 SIGNIFICANCE OF THE STUDY
The findings of this study is expected to provide useful information on ways to reach potential customers, travelers, institutions or corporate customers through planned promotion.
The significance of this study, therefore, lies on its contribution to the upgrading of hospitality industry image in general. To create awareness for the public to patronize this industry as providers of services essential to human life.
Finally, in the field of academics, the study will stimulate further research into marketing of hotel, catering services and hospitality industry as a whole and delivering of quality and competitive services.
1.6 SCOPE OF THE STUDY
The study will cover just Davos Hotel Enugu. The researcher meant the businesse which on provision of a fee, lodging facilities and decent food and drinks are accorded the customer, whether open to the public or restricted to members of particular organization.
In many occasions, the researcher was denied audience by the very people whom he had hoped would supply him information. The questionnaire which was distributed was either returned unanswered or half answered.
The researcher spent much time and money repeating visits to those he distributed questionnaire to. Many even thought that the interview being sought for was for tax-purpose and therefore bluntly refused to grant the researcher any opportunity for interview.
1.7 DEFINITION OF TERMS
Urban – A large city, especially the developed town.
Proprietor – An owner, especially of a shop, hotel, business etc.
Problems – Limits or restrictions from professing.
This study will be extended to cover the Marketing of hotel service in enugu metropolise a case study of Davos Hotel Enugu (A study of few selected hotels in Enugu State).
1.8 LIMITATIONS OF THE STUDY
The researcher met with the following physical and logistical limitations in addition to the limitations imposed by cost and time.
Because of the bureaucratic problems associated with research findings generally in the country, the researcher was denied access to files and documents which could have helped with a more quality and reliable work.
The researcher spent so much money while sourcing for information which includes transportation costs etc.