THE MARKETING PROBLEMS AND PROSPECTS OF FIVE STAR HOTEL IN ENUGU METROPOLIS (A CASE STUDY OF NIKE LAKE RESORT HOTEL ENUGU)

THE MARKETING PROBLEMS AND PROSPECTS OF FIVE STAR HOTEL IN ENUGU METROPOLIS (A CASE STUDY OF NIKE LAKE RESORT HOTEL ENUGU)

ABSTRACT

This study focuses on the marketing problems and prospects of five star hotel in Enugu Metropolis “ case study of Nike Lake Resort Hotel”.

The main purpose was to find out among other things the followings:

–                      To examine if the promotional strategies used by the hotel lead to increase in customer awareness.

–                      To determine if the quality of services rendered by the hotel will lead to a bright future for the company.

–                      The population of the study comprises the customers and the management and relevant staff of Nike Lake Resort Hotel. The researcher used Topman’s formular to determine the sample size of the customers and census was also used for the staff of Nike Lake Resort Hotel.

–                      A structured questionnaire was developed and administered by he researcher to 288 respondents comprising the customers and management and relevant staff of the organisation.

–                      Chi-square was used to test the four hypothesis formulated, based on the study carried out, the following findings were made.

–                      That customers are not satisfied with the charges for services of the hotel.

–                      That the services of Nike Lake Hotel are readily available to their customers.

–                      That customers not withstanding the charges are satisfied with the services rendered.

–                      Based on the findings, the researcher made the following recommendations.

–                      That Nike Lake Resort Hotel should make their charges affordable to their customers in order to make more returns for the hotel.

–                      And also they should appreciate the need for the use of effective promotional strategies.

–                      The government on their part should provide a scheme to help Hotel to obtain funds if necessary in order to encourage tourism.

–                      The researcher strongly believes that these recommendations will help to achieve the desired goals if properly applied and co-ordinated by the parties concerned.

TABLE OF CONTENT

CHAPTER ONE

BACKGROUND OF THE STUDY

STATEMENT OF PROBLEM

OBJECTIVES OF THE STUDY

FORMULATION OF HYPOTHESIS

SIGNIFICANCE OF STUDY

SCOPE OF THE STUDY

LIMITATIONS OF THE STUDY

DEFINITION OF TERMS

CHAPTER TWO

LITERATURE REVIEW

MARKETING OF SERVICE AN OVERVIEW

CUSTOMERS BEHAVIOUR AND MOTIVATION IN THE HOTEL MARKETING

EFFECTS OF COMPETITION ON THE MARKETING OF HOTEL OPERATIONS/SERVICES

THE MARKETING PROBLEMS OF NIKE LAKE RESORT HOTEL21

BUSINESS FACILITIES LEISURE FACILITIES CARE

HIRE AND BOATING SERVICES IN THE HOTEL OPERATIONS

CHAPTER THREE

RESEARCH METHODOLOGY

SOURCE OF DATA COLLECTION

POPULATION OF STUDY

DETERMINATION OF SAMPLE SIZE

SAMPLING TECHNIQUES

RESEARCH INSTRUMENT

DISTRIBUTION OF QUESTIONNAIRES

METHOD OF DATA ANALYSIS

CHAPTER FOUR

PRESENTATION, ANALYSIS AND

INTERPRETATION OF DATA

PRESENTATION, ANALYSIS AND

INTERPRETATION OF DATA

TESTING OF HYPOTHESIS

CHAPTER FIVE

SUMMARY OF FINDINGS, RECOMMENDATIONS AND CONCLUSION

SUMMARY OF FINDING

RECOMMENDATIONS

 CONCLUSION

BIBLIOGRAPHY/APPENDIX

CHAPTER ONE

INTRODUCTION

BACKGROUND OF THE STUDY

In the 17^th century when farming was regarded as the main occupation in Nigeria, farmers go to the farm in the morning, at evening they will gather in the village square eat, drink, rest and plan how the next days farming would be.

This gave rise to people building small houses or huts outside their main houses to contain visitors who may be travelling and needing a place to rest.

THE MARKETING PROBLEMS AND PROSPECTS OF FIVE STAR HOTEL IN ENUGU METROPOLIS (A CASE STUDY OF NIKE LAKE RESORT HOTEL ENUGU)