The study was on the impact of marketing in the development of tourism in Enugu
The researcher towards reviewing all the related literature necessary to up
date the subjects and have a better understanding of the impact of marketing n
the development of tourism. Research conducted revealed that for tourism to
prosper in the future that is needed for recognition and implementation of all
the marketing concepts.
The data for this study were collected both from the primary and secondary
sources. A pilot survey of the population was conducted to determine the sample
size, on the course of the analysis, may problems were discovered to have
hampered the effective and efficient performance of tourism industry in Enugu
state. These findings are such as.
1.Non application of marketing concepts or
marketing activities like sale promotion.
2.There is also no marketing department for the
majority of the tourism organization.
3.There is also lack of government commitment in
the implementation of tourism policies.
4.The tourism organization themselves have not
been able to understand the environment they operate before fixing their prices.
5.Inadequacy of fund has also been the major
constraints for effective tourism development. Equally tourism industry itself
is managed by people who are professional incompetent in the field of tourism.
The researcher based on these findings recommended that tourism association
should participate in the marking of tourism policies.
The adequate publicity should be given to the industry through
sales promotion and advertising to create tourism awareness. That tourism
organization should establish and run their own marketing department which
should be headed by marketing professions for enhancement of tourism
development. That the pricing policies of the different tourist organizations.
1.2 Background of the study
1.3 Statement of the problem
1.4 Objective of the study
1.5 Research hypothesis
1.6 Significance of the study
1.7 Limitation of the study
1.8 Definition of the term
2.0 Review of related literature
2.1 The impact of tourism
2.2 The service of tourism
2.3 Tourism potentials in Enugu state
2.4 Characteristics of tourism services
2.5 Marketing mix
2.6 Marketing strategy
2.8 The needs for tourism development.
3.1 Research methodology and design
3.2 Population of the study
3.3 Sample size
3.4 Sampling technique
3.5 Treatment of data
3.6 Research instrument.
DATA PRESENTATION, ANALYSIS AND INTERPRETATION
4.1 Data presentation and interpretation
4.2 Test of hypothesis
SUMMARY OF FINDINGS, RECOMMENDATION AND CONCLUSION
Summary of findings
1.How long the staff of the tourist organization has been in office
2. Assessing the quality of services provided by their
3. The organization sources of fund.
4. The price of adopted by the tourist organization leads to
5. Factors that influence the price of the product.
3.Setting the prices of their product
4.Period the organization record greatest sales.
5.Strategies adopted by various tourist
organizations to attract customers for the service
6.Advertising media used by the tourist
7.Whether the tourist organization have marketing
8.Marketing strategy used by tourist organization
to increase sales
9.Distribution according to sex
10.Distribution according to
11.Distribution according to
12.Distribution according to age
13.The quality to tourist
products services offered.
adopted by tourist organization to attract customers.
15.Tourist products provided by
tourist organization in Enugu state leads to increase in sales.
16.What the prices of tourist
patronage on Enugu state.
17.Promotional strategies of
tourist organization in Enugu state leads to customer awareness.
18.Assessing the environment the
tourist centers in Enugu state operate.
19.Distribution in terms of
20.Distribution according to sex
21.Distribution according to
22.Distribution according age.
OF THE STUDY
Tourism is defined as the practice of traveling for pressure especially ones
holidays tours, Hotel etc. for tourist.
Also tourism is the sum of the phenomenon and relationship arising from the
travel and study of non-residents in so far as they do not lead to permanent
residence is not convicted with an earning activity.
Tourism is an industry, which is based on the visits made by people within and
outside the country for the purpose of relaxation revisiting rest and participation
in exciting non-routine activities. The destinations of tourist traffic are
usually located outside where the tourists like and work.
Tourism, people travel outside the normal domicile to other areas within the
country on the other hand when people travel to a country on the other that in
which they normally like and which is a separated, national unit with its own
political and economic system. They are involved in international tourism. In
determining the impact of marketing on the development of tourism, Philips
Kotler defers to marketing as a managerial process which identifies anticipates
and supplies customer’s requirement efficiently and profitability in deed,
marketing as one other management function has number contributions to make in
Krippend off defined market tourism as the systematic and coordinate
execution business policy by tourist undertaking whether state owned at local
regional national international level the needs if identifiable consumers
groups and in doing so to achieve an appropriate return.
The first equipment for tourism planning therefore is knowledge of the market
and this involves researching into people and their need that is to sky tourism
facilities should be organized primarily to meet the needs of the guest or
The impact of market is seen to include the assessment of consumers demand in
the first place and not mercy satisfying demand as it appears.
1.2 STATEMENT OF
The growth and development of tourism are not without problems. The first is
that of land used when for example much of the areas of the tourist destination
is devoted to enable land and to other forms of agriculture. There may be a
conflict in the demands which tourism makes on the countryside for land
requirement for his facilities.
This calls for provision of areas of land and arising the problems of a
location of scale resources in the most equitable and satisfying way.
Secondary there may be conflict between the demand of visitors and
the interest of resident of a town or region the large the number of visitors
and the greatest of risk of inconveniencies or loss of amenity and facility of
those living in the town or regions.
Tourism implies the injection into the destination of an alien elements which
may engender resentment in other words, tourism may guess rise to population
explosion. It is an important test of the tourist organization to educate the
Thirdly, tourism is to a considerable extent seasonal activities as observed
during this study, tourist centers have special days or needs or period of
Relatively little of tourism continuities throughout the year, most of its
facilities are used intensively for less than half time. This ledges to a
wasteful use of resources and may in seasonal unemployment, this is to an
economic as well as social problem.
Fourthly, another problems is in the area of promotion and publicity to change
some of the traditional attitudes of our people with a largely aggression
culture to coax them out of the conservatism to which they seen entrusted. The
public needs to be relaxation and on what tourism is all about. Need, many
people do not even know about the existence of some of our tourist attractions
existing in the state.
However, it must be pointed out that our tourist organizations have been less
concerned with the promotion of their service. They should involve themselves
in promotional activities such as the sponsoring of sport tournaments at least
twice a year. They should also engage in organizing for instance culture
festivals. This non-development of tourist facilities to complete favorably
with those funds in development countries, account for constant movement by
Nigerians to overseas countries for holidays and relaxation these people who
would have constitutes the tourist market in Nigerian are loss to oversea
1.3 OBJECTIVE OF
In this study, the researcher intends
1.To identify the target market and to highlight
the purpose of relaxation to individual consumers who make up the market.
2.The researcher wishes to identify the tourist
attention (product) available on the state and their facilities
3.It is also the wishes of researcher to identify
the various ways or media by which the proprietors have seen able to make
suggestion on ways to brining their services to the people or consumers.
It is the intention of the researcher in this study to ascertain
to what extent the state of tourism in the state will be improve or developed
a. Exploring the impact of marketing in tourism development
and determine market problems in tourism.
b. Ascertaining the position of the tourist
industry in the economic development of the state
c. Finding out if there are real qualified
professionals in our tourist industry.
d. Finding out the problems encountered in running
and maintaining tourist facilities.
e. Finding out the tourist industry actually
applies the “Concept of marketing in marketing its tourist products.
1.4 STATEMENT OF
Ho: The quality of tourist services
offered by tourist organizations in Enugu state is not satisfactorily.
H1: The quality of tourist
product/facilities offered by tourist organization in Enugu state is
Ho: The price of tourist product
provided by tourist organization in Enugu leads to increase in sales
H2: The price of tourist product
provided by tourist organization in Enugu does not lead to increase in sales.
Ho: Distribution strategies adopted
by tourist organization in Enugu do not have positive effect on tourism
H3: Distribution strategies adopted
by tourist organization in Enugu state have positive effect on tourist products.
Ho: The promotional strategies
adopted by tourist organization in Enugu do not lead to customer awareness.
H4: The promotional strategies
adopted by tourist organizational in Enugu leads to customer awareness.
Ho: The marketing strategies employed
by tourist organization do not lead to increase sales.
H5: The marketing strategies
employed by tourist organization lead to increase sales.
OF THE STUDY
The researcher hopes that this study will enable the tourist
industry/cooperators and government value the effect of non-application of
The study will also help all the tourist industry in Nigeria especially in
Enugu state to know the reason behind the poor performance of the tourist
industries and understands the impact to play in the tourist facilities and the
The study will also act as a literature review to those interested in doing
further studies in this areas of the study will also help keep the tourist proprietors
to live up to their effectuation of their consumer or guest by making sure that
all necessary tourist centers are developed and the facilities properly
Finally, the management proprieties including government will benefits from
this report of this study
OF THE TERMS
1 TOURIST DESTINATION: These are people who travel to outside the
race where they live and work within a few days, weeks, or months.
2. TOURIST DESTINATION: These are countries, region, distinct,
towns, village or other geographical area visited by tourists.
3. TOURIST MARKET: This may be viewed as not works of dealing
between buyers and sellers of tourist products i.e. between tourist and
providers of tourist facilities and sources and represent tourist demand.
4. TOURIST PRODUCT: This is a narrow sense, consist of what
tourist buy, an a wider sense, tourist at the destination and if the facilities
and services they use to make it possible.
5. TOURIST FACILITIES AND SERVICES: Are facilities and services
used by tourist they include transportation, accommodation, catering
entertainment. Tourist facilities and services represents tourist supply.
6. TOURIST INDUSTRY: Is the sum total of producers of tourist
facilities and services, that part of the economy which has common function of
supplying tourist needs firms and establishment dealing income from tourist.
7. TOURIST CENTER: Place of great tourist activity which the
potentials of attracting people tourist from surrounding distracts or from
which they go out
8. TOURIST ATTRCATION: Places/areas that have some potential of
futures natural or other wise into a tourist centers.
TERMS AND CONDITIONS APPLY
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