IMPACTS OF ADVERTISING ON THE MARKETING OF HOTEL SERVICES
ABSTRACT
The study is intended to find out the impact of advertising on the marketing of hotel service in Enugu metropolis. This include investigation whether advertisement helps hotels in creation of public image also to know whether advertising in necessary in making customer to be aware of hotel service in term of moral, ethnics and norms in the advertisement of hotel services furthermore the study is intended to find out if hoteliers undertake advertising in view of its impact to hotel services. Four research questions are laid down which the researcher use to see if his views about the impact of advertising on the marketing of hotel services have any impact in hotels. The problem that encounters by many hotels in effort to advertise their services in a developing economy are also treated by review of related literature. The researcher carried out various research in different hotel industries and data were obtained through questionnaire, oral interview, and by observation this comprises of primary and secondary data. Data that were obtained were analyzed, by the research viz that advertising play important role in effective marketing of hotel service and maintenance of large market share and consumer sees advertising as a very good programme because of the entertainment rhythm. It was also found that there are many communication media available to hotels in advertising their services, the researcher also finds out that Mac- Davos hotel have clear definition of authority among the staff. The researcher also observed that the hotel lays much emphasis on rendering high quality services to their customers. The following recommendation were also made by the researcher that the hotel, should embark on advertising to create awareness instead of relying on recommendation of customers, they should stress peculiar qualities they posses and remove any part that are bound to conflict with general behaviour of the society that is moral ethnics and culture should be considered properly before embarking on any advertising programme that advertising should be used to stimulate sales and entrances profitability instead of price reduction. In conclusion the researcher concluded that hotels should embark on advertising in marketing of their services it can also concluded that things like morality, ethnics and culture are bond to affect advertisement if they are not considered appropriately.
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
A mere mention of the hotel and catering business will immediately call to our mind to travel industry and tourism, this is due to the functional relationship between the two advertising has contributed a lot to boost a better image of both major and minor hotels. In every part of the world, hotel services provides meals, drinks, attraction, accommodation etc to the general public or persons in transit especially people traveling to place where they have neither their own houses nor any relation to cater for their needs. Such people will like to know some few things about hotels and catering services in their transiting area. In other words they may like to know about available hotels, the categories of such hotels the rooms and suit tares the type of food served, the necessary comfort, customers are accorded with the games that is both indoor and outdoor games available and perhaps any other special features that make such hotel appealing to the sojourners in transit. These characteristics of hotels are boasted by advertisement in so many countries of the world.
In Nigeria for example major hotel such as Sheraton hotel, Eko hotel, Federal palace hotel, Nicon- Nugo just to mention but a few, most of these hotels have made impressionable image both national and international and the praise go to advertisement that have heralded their various characteristics class placement status to the public generally without advertising the image of their hotel, would not be so diffused to the public for instance recently in Enugu, some hotels have come up with the advertising of their services. Besides, advertising gives amputees colours to the various environmental factors that sum up to tourism and transit and newly arrived visitors attractions associated with hotels in the metropolis of any country depending on the nation of the country.
Today many countries try to add cultural impression into their hotel, merely to portray history of the country to transit and newly arrived visitors to that country. Advertising therefore, gives sample interpretation of not only hotel but also countries where the hotel is situated. However, the impact of advertising on the marketing of hotel service is noticed in many countries, that it cannot be over emphasized. The case of Nigeria is very vivid for example major hotels in metropolitan cities have taken advertising as an act of informing the public about its existence, merit and where the hotel is located in other words, it make no sense to build better mouse trap and keep it secrete that is it will make no difference if a nice hotel with well matured staffs and adequate amenities is built and kept secret but advertising proves a better ground for its publicity to the public the quality of services accorded to customers and recommendation about staffs competent. Secondly, one can say that any hotel that undertakes advertising will cut down the cost of using personal selling like employment of salespersons to take on behalf of the activities of the hotel. Advertising is a vital tools to every hotel that need growth. Furthermore, advertising enables customers to know various hotels in Enugu metropolis and to choose which to patronize although in some cases advertising may not necessarily to be seek/ catch new customers but are designed to retain the existing customers.
Despite the fact that it promotes the image of the hotel that embark on it before the general public it also make the services of those hotels very unique from other hotels and also make them to obtain larger share in marketing of hotels services hence, in all circumstances, there are some major impacts of advertising on the marketing of hotel services. Every entrepreneurial project requires early study on some process of informing the public of its existence and merit. In the same vein every hotel requires some piece of information on informing the public and its merit.
Advertising stimulates the sale of good product and distribution of bad products. This implies that advertising stimulates sale when the product or services being advertised has good quality but destroy a bad quality services or product likewise hotel services which have good qualities will be entranced using advertising and be destroyed if the hotel does not live up to the expectation of customers or target market. Brands would be dead without advertising, advertising is known to create brand image and to undertake advertising, a hotel can create a good image of itself before the public. Advertising is also very vital because it helps to raise the standard of our locally manufactured services and for the development of arts. Advertising does not jack, its pulls if it is continuous it will exert an irresistible force, it is no game for the guitar. It is a game for the side live if you take to run a successful business.
Advertising contribute to the economy by contributing to personal selling and making it a cheaper operation. Advertising lowers the cost of information about brands, qualities, heads to increase in brand quality and lower average price per unit quality and including sampler and alternatives cost. Advertising leads to market power which assumes that advertising changes sales, makes demand less chars tic and create durable loyalties that cannot be tested. Finally, it is convenient to say that hotel uses advertising to get information with particular reference to its impact in marketing of hotel services and good image.
STATEMENT OF PROBLEM
Macdavos turtles in Enugu state are faced with a lot of problems as it is found in other turtle in Enugu metropolis. Macdavious hotel is faced with so many hindrance over their advertisement programmes. These problems are inappropriate media for advertising programme, poor managerial skill and techniques, high cost of hotel service, lack of special offers to encourage tourists, individual poor attitude to leisure, poor location of hotels. Government fiscal monetary policy, tourism industry is skill under developed lack of no tourist attraction and more mostly the safety least in the society is still low.
PURPOSE OF STUDY
Regards to the problem or point enumerated above in the statement of the problem of the project will be follows:
To recommend the best way to scrutinize the problem or find acquisition of Mac-davos hotel in Enugu state.
To determine the use of appropriate media for advertising.
To make recommendation on the best and most economical way to prove the managerial skill and technique.
To determine the feature of advertising to be use in other to attract public attention.
SCOPE OF THE STUDY
This study will cover just Mac-davous hotel Enugu. By hotel services we mean, those business which on provision of lodging facilities, decent food and drink are accorded to customers whether open to public or restricted to member of particular organization the work will cover the impact of advertising in the services of his turtles (Macdavious hotel).
SIGNIFICANCE OF STUDY
This study is primarily aimed at helping researchers, the management of Macdavious hotel Enugu, students in the business field the study is also aimed at exposing the danger of not advertising their marketing services
Finally, the study will help in pointing out weaknesses in their managerial techniques and skill which hinders the rate of profit they make from customer.
LIMITATIONS OF STUDY
The researcher which to say frankly that this study was carried out within limits imposed by practical consideration of cost and time. The researcher is aware that the study area is not large but because of pre-mentioned impact on advertising we would not cover a wide area.
HYPOTHESES FORMULATION
In order to give focus to the study the following hypothesis were formulated;
1. Ho the quality of services rendered by Macdavious hotel does not lead to increased customer patronage.
Hi the quality of services rendered by Macdavious hotel lead to increased customer patronage.
2. Ho the charges of Macdavious does not lead to increase customer patronage.
Hi the charges of Macdavious lead to increase patronage.
3. Ho the distribution strategies adopted by Macdavious do not lead to easy availability of its service.
Hi the distribution strategies adopted by Macdavious lead to easy availability of its service.
4. Ho promotional strategies adopted by Macdavious hotel does not lead to increase in customer.
Hi promotional strategies adopted by Macdavious hotel lead to increase in customer.
5. Ho marketing strategies adopted by Macdavious hotel impact negatively on the profit of the hotel.
Hi marketing strategies adopted by Macdavious impact positively on the profit of the hotel.
DEFINITION OF TERMS
1. ADVERTISING- this means any paid, non- personal form of communication with an identified sponsor.
2. DEMAND- this is the quantity of good and services that can be paid for at any given price and at a given period of time.
3. MARKETING- this is the performance of business activities that direct the flows of good and service from producer to consumer.
4. MARKETING MIX- these are set of marketing tools which a firm uses to pursue its marketing objectives in the target market.
5. MOTIVATION- this is an individual inner state of mind that causes him or her to behave in a way that ensures the accomplishment of some goal.
6. PROFIT- this is a favourable difference between the total expenses and total sales of a given product or service.
7. PROMOTIONAL MIX- these are tools used in forwarding an idea about a product or service.
8. ORGANIZATIONAL CHART- this is the representation of an organizational structure primarily by means of graph or sketch illustration.
9. SALE PROMOTION- this is one of the promotional mix used for pursuing the sales of product above an existing level.
