THE IMPACT OF ADVERTISING IN THE MARKETING OF HOTEL SERVICES IN ENUGU METROPOLIS
A CASE STUDY OF ZODIAC HOTEL LTD
This research was carried to find out the “impact of advertising in marketing of hotel service in Enugu metropolis” using Zodiac Hotel Ltd Enugu as our case study. We tried to find out the advertising strategies employed by the organization and it’s impact to the organization.
The research was conducted with the oral interviews and questionnaire. From the study we found out that, the Zodiac hotel Ltd major advertising medium is magazines (travelers weekend and infinity). They use some other ones like sign posts at strategic points of Enugu metropolis. We also discovered that they use other promotional mix such as sales promotion (biros, cards, calendars etc) and publicity.
We also found out that the environment and facilities of Zodiac Hotel attracts customers to the hotel, the relationship between the customers and the staff is highly credible. We discovered that the firm has a very high reputation in the society.
The researcher commend the management of Zodiac Hotel for good environment and facilities and come up with the following recommendations. They should include advertising budget in the operating cost, use more of television media of advertising than others & introduce more sign posts
Title page ii
Approval page iii
Table of contents viii
1.1 INTRODUCTION 1
1.2 Objective of the study 6
1.3 Statement of Problem 7
1.4 Research questions 8
1.5 Scope of study 10
1.6 Definition of Terms 10
21. Meaning of advertising 12
2.2 Types of advertising 13
2.3 Function of advertising 16
2.4 Role and significance of advertising of hotel services 19
2.5 Requirements for effective advertising 20
2.6 The merits and demerits of advertising in a developing economy23
The impact of advertising on the management of hotel services 25
3.1 The company profile 25
3.2 Advertising strategies adopted by Zodiac Hotel Ltd 26
3.3 The environment and facilities on the Zodiac Hotel Ltd 29
3.4 The hotel personnel and customers 32
3.5 The benefits of advertising in the marketing of Hotel Services in overview 33
Summary of findings, conclusions and recommendations 34
4.1 Summary of findings 34
4.2 Conclusions 35
4.3 Recommendations 35
1.1 INTRODUCTION/BACKGROUND OF THE STUDY
Hotel services have played a functional role in the life of our people. Hotel industry is the engine room for effective communication and al l business transactions within and outside the country. A mere mentioning of the hotel and catering management relates our mind to the embodiment of trade, industry transport and tourism as the center of attraction for other business endeavors.
The people of the organization industries empty their food products for sales, the mineral industry uses it as their golden body, the communication industry uses it as their contact point, while the sports industry uses it as their recreation center, the health industry prescribe its services to hypertension patients and malnourished patients for improved diets and sophisticated recreational facilities.
Advertisement has contributed a lot to boost a better image of both major and minor hotels in developed countries. In every part of the world, hotel services provide meals, drinks, attraction, accommodation etc. to the general public or person on transit especially to people who are leaving their homes to other foreign lands for business transactions.
Furthermore, they may like to know any hotel with standard facilities to enable them pass the nights for their business trips. The services rendered by any hotel may raise a bad or good stigma in the heart of the sopoverners on transit. The Hotels with reputable and relished dishes, comfortable rooms and suit their, good standard courting facilities such as computerized appliances, cellular phones, internets, satellite dish to enable the visitors feel at home may add glamour to the Hotel industry in Nigeria. And the presence of a special tourist features can make such hotels appealing to the customers.
There are the characteristics of hotels in overseas and very few in Nigeria such as Metropolitan Hotel, Zodiac Hotel, Sheraton Hotels, Eko city hotel, hotel presidential, nicon Nugu jilltop hotel: just to mention but a few are equipped first as the ones in advanced countries.
Most of these hotels have made in personable image both nationally and internationally and the credit goes to advertisement that have hearable their various characteristics, class, placement, statur to the public generally, without advertising, to the public. For instance, recently in Enugu State, some hotels have come up with the advertisement of their services for awareness to the public for better patronage.
Besides, advertising gives amputern colour to the various environmental factors that sum up to tourism and transit and newly aimed visitors attraction associated with hotels in the Enugu metropolis and other suburbs. Today many countries try to add cultural impression into their hotels mesely to protrany history of the country on transit to the arrived visitors that country.
Advertising therefore give sample interpretation of not hotel is situated.
However, the impact of advertising of the marketing of hotel services is noticed in many countries that it cannot be ever 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 makes no sense to build better mouse trek and keep it secret that is, it will not sound rational or a standard hotel to be built and kept secret as their services would not be patronized effectively
Advertising a better ground for hotel publicity to the public the quality of services accorded to customers and recommendation about staff:
Competence: more so, one can ascertain that any hotel that undertakes advertising will cut down the cost of using personal selling like employment of sales person to talk on behalf of the hotel, as such, advertising is a vital tool 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 be to seek/tatch new customers but are designed to retain the existing customers, it also take the services the hostels and also make them to obtain large making share in hostel services.
Every entrepreneurial project requires every study on some proven of informing the public of its existence and merits.
In the same view every hostel requires some procent informing the public of its existence and quality of services Advertising stimulate the sales of good products and distribution of that products. This implies that emphasis are laid on good quality services and products as they will attract high market demand
Brand would be dead without advertising as it is known to create brand image of itself before the public. Advertising is also vital because it helps to raise the standard of our locally manufactured services and for the development of arts.
Advertisement exerts our inesistible force and does not jerk, it pulls if it is continour. Any business transaction that wants to be successful must advertise its goods/services to the public or consumers. This contributes a qualities to the economy by making our personal selling a cheaper operation.
Generally, advertising helps to raise the standard of living of the masses therefore creating awareness as it plays an informative role.
Advertising lowers the cost of information about brand, qualities, beads to increase in brand quality and lowers average price per unit quality and including attentive cost.
Advertising leads, to market poser which assumes that advertising changes tastes, make demand less chaotic and creates durable brand loyalties that cannot be tested.
Finally, one can see that hotel marketing services cannot succeeds or become effective without advertising. Its good image, location, buildings, personnel’s, the general welfare and infrastructures to meet up with that of international standard.
1.2 OBJECTIVE OF THE STUDY
The main objective of this study is to fined the problem, militating – the statement of the project which is as follows;
To recommend the best way to solve the problem of finding acquisition of Zodiac hotel Ltd, in Enugu state. To identify the appropriate media use for advertising to make recommendations on the best and most economical way to improve the managerial still and techniques.
To identify the other strategies use in advertising to know whether is effectively or not effective.
Also, to know the ways of developing, motivating and solving problems of advertising to enable the Hotel industries maximizing profits.
1.3 STATEMENT OF PROBLEM
Zodiac Hotel Ltd in Enugu State is faced wi9th a lot of problem as it is found in other hotels in Enugu metropolis.
It face many hindrances over their advertisement programmes Zodiac Hotel Ltd. In Enugu metropolis faces the Economic problem of high cost of advertising and other facilities.
These problems are in appropriate media for advertising programme, poor managerial skill and techniques, high cost of hotel services, lack of special offers to encourage tourists individual attitude to leisure, poor sitting/location of hotels, government fiscal monetary policy, tourism industry is till under the problem developed in Zodiac hotel, lack of no tourist attraction and more, mostly the safely6 level in the society is still under the problems.
1.4 RESEARCH QUESTIONS
Dear sir,/ Madam,
We are the student of institute of management and technology (IMT) Enugu. Department of marketing, ND final school of business studies. We are here to enable us to examine and gather some vital information as regards to the impacts of advertising on the marketing of hotel services in Enugu metropolis. And we are involved in a project writing, which we use your organization as a case study.
You are please to comply/respond by providing appropriate answer to the question. Please be rest assured that you views will be dealt with strike confidence.
1. What are the impacts of advertising in your hotel?
2. Is there any difference when you service are advertised and when they are not advertised?
3. What are the appropriate media use in advertising the marketing of Zodiac hotel services in Enugu metropolis?
4. How much was the advertising budgetary support for the Zodiac hotels per year?
5. What are the foundational roles played by the hotel industry to developing economy?
6. What are the problem militating against an effective advertising of hotel services in Enugu metropolis?
7. What are the ways of solving the problem of advertising to enable the hotel industries to maximize profit?
8. What are the necessary promotional strategies adopted by your hotel in advertising their services?
9. What of the media is more beneficial to used in advertising your services in Zodiac hotel ltd?
1.5 SCOPE OF STUDY
This study will cover just Zodiac hotel ltd Enugu. By hotel services we mean those business which on provision of lodging facilities desert foods, drink and others services.
According to Zodiac hotel Ltd, they are accorded to customer whether open to public or restricted to members of particular organization. The work will cover the impact o advertising in the services of this hotel (ZODIAC HOTELS LTD)
1.6 DEFINITION OF TERMS
1. ADVERTISING: This means sending message/information through any of the mass media. For example; radio, magazine, television, out door sign post etc. in order to promote products quality of goods and services
2. DEMAND: This is the quantity of goods 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 flow of goods and services from producers to consumer/users.
4. MOTIVATIONS: This is an individual inner states, of mind that cause him/her to behave in a way that ensure this accomplishment of some goals.
5. PROFIT: This is a favorable difference between the total expenses and total sales of a given product or services.
6. PROMOTIONAL MIX: These one tools used in forwarding an idea about a product or services.
7. ORGANISATION CHART: This is the representation of an organizational structure primarily by means of graph or sketch illustration.
8. SALES PROMOTION: This is one of the promotional mix used for pursing the sales of a product above on existing level.