primary aim of this project work fitted “ Marketing of Hotel services in Warri
Metropolis which Royal Ark Hotel Limited was used as a case study was to
determine the causes of low patronage by customers and equally to suggest
possible solutions to the problem.
Relevant work relating to this project was reviewed in order to get more
information on work to be carried out. Both primary and secondary data
was collected in order to get the relevant information on the project
work. on the course of he analysis many findings were made which was
attributed to be the cause of low customers patronage in the hotel. Among
the findings were:
1. The service process of the organization is too
2. There is no clear organizational chart.
3. There is no clear organizational
4. Staff are not properly motivated in terms of
5. Their promotional tools were not effective
6. staff are not properly trained
7. there is no laid down rules for employment
In order to over come the problems listed above the following
recommendation were made:
1. That the management of the organization should
establish a pure marketing department and employ qualified marketing personnel
in the department.
2. That the management should make their service
process to be short by way of standardization and documentation of service
process incentive given to customers are adequate.
3. They should ensure that the promotional
incentive given to customers are adequate
4. Clear organizational chart should be made so
that it will not create confusion on whom to report to.
5. The management should motivate their staff by
way of training and paying good salary
6. The organization should make sure that more
graduates with reasonable experience are employed into the organization.
In conclusion, it was expected that this project would contribute
to more practice of marketing concept in a hotel industry if it is implemented.
BACKGROUND OF THE STUDY
NEED FOR THE
OBJECTIVE OR PURPOSE OF HE STUDY
SCOPE AND LIMITATION OF THE STUDY
DESIGN OF THE
POPULATION FOR THE STUDY
PRESENTATION, ANALYSIS AND --
BACKGROUND OF THE STUDY
The subject matter of this research work s the “ marketing of hotel service in
Warri metropolis” address the topic it is of importance to know what is meant
by marketing service and hotel.
According to Kotler (1991 P.10), Marketing is defined as a social and
managerial process by which individuals and groups obtained what they
need and want through creating, offering and exchanging products of
value with others. According to William J. Stabtib (1981 P3)
Marketing is a transaction an exchange intended to satisfy human needs or wants.
The British institute of marketing (1989 P1), marketing could also be
viewed as the management process responsible for identifying, anticipating and
satisfying customer requirement profitably.
According to William J. Stanton (1981 P.441) , services are those separately
identifiable, essentially intangible activities that provide want
satisfaction, and that are not necessary tied to the sale of product or another
The Oxford Advanced Learners Dictionary of Current revised by Honby. Hotel is
“a building where meals and rooms are provided for travelers”,
Classification of hotels: Motorist hotel with rooms and cabins, a parking
area. However some of he important service offered by hotel are
Accommodation facilities including
Restaurant, banqueting hall, bar, conference facilities etc
The increase changes in the marketing place have made it necessary
for hotel to become more market oriented in offering of their services.
They aim at satisfying their customers needs as well as fulfilling their own
An Arewa hotels in house magazine (1991P30) define Hotel marketing as the
application of marketing concept in the hotel industry so as to achieve a
more effective rendering of services to the customer”. They have
been many developments and changes in the hotel reflect trends in
the economic, political and business environment with other being a
consequence of technology ad social changes.
It was recently that hotels became more concern with marketing of
services. Expansion as well as competition among hotel organization or
operators has occurred with rapid increase in recent years.
Today, there are so many hotels with the result that there is competition among
them to win patronage of “customers” who want their service.
Any organization wishing to survive in this present day competition and indeed
in any depressed economy should have always their service/ products, packaging
and the images of their organization to help the promotional activities of the
company to succeed in satisfying their customers and these could only be
achieved by those hotels that are prompt, efficient and effective. These
hotels hve to restructure their principle and practices to adopt to changes
that are talking place n the industry.
From a close observation of hotels in Warri one would realize that a lot
has to be done in order to improve the efficient, effective of hotels
It is the aim of this research work to explore all the available avenues for the
improvement of the effectiveness of hotels operations in Warri because when
compared with other states or cities, their operations are still poor and
Marketing concept is expressed in a focus on growth which there
is continuing planned effort to enlarge of market.
However, the concept means that a business aim towards satisfying its
customer. While making a profit, the concept call for hotel
management and employees to plan marketing strategies towards achieving
customer satisfaction and organization goals. In scheduling hotel
activities whether for long range planning done at top management level
or operational duties done at the employee level the two goals of guest
satisfaction and profit should be kept in mind at all times.
All company activities research, production, finance and sales are
devoted to finding out what customers wand and then creating the product
and services to satisfying these wants. The theory holds that hotel activities
are co- ordinate to meet the needs and wants of customers, profit will
result. The philosophy of marketing concept means that marketing should
begin and end with customers.
STATEMENT OF PROBLEM
The research will take cognizance of the
1. Lack of adequate trained and skillful person at
supervisory level to organize and undertake effective on the job training for
the operative at the basic technical level
2. Lack of awareness of the needs and objectives of
3. The problem of high rate of labour turnover in
4. Delay in providing rooms, bars and restaurants
5. Lack of adequate knowledge of hotel finance
6. Non application of marketing concept by some
7. Failure to appreciate that “customers”
want satisfaction is the economic and social justification of company’s
NEED FOR THE STUDY
study is to portray the rich potentials that exist in hotel services
process. It is the desire of the researcher that scholars on this
topic would see further needs to use the information, data provided to enrich
Also to find solution to these problems highlighted earlier and to re- state
the importance of consumers satisfaction when applying marketing concept.
OBJECTIVE OR PURPOSE OF THE STUDY
objective of this research study is specifically to find solutions that when
applied to the statement of problem of hotel services in Warri metropolis of
Training of hotel personnel to acquire skilled manpower for achieving
higher standard of services
Hotel should attach priority to the recruitment of hotel school graduates to
enhance professionalism and facilitate the access of the graduates to
The hotel should establish closer relations with hotel schools to facilitate
interaction and improve the quality of their product/ services.
Application of marketing concept will help to improve the poor quality and
inadequacy of services rendered by identifying that customers want satisfaction
is the economic and social justification of their hotel existence.
Improvement of their marketing effort and addition of new service or to be
service oriented on the exist ones.
Providing computerized check in and offering express checkouts facilities to
hypothesis to be tested in this course of study are as follows.
Ho None application of marketing concept is not the cause of
customers dissatisfaction in hotels.
Hi None application of marketing concept is the cause of customers
dissatisfaction in hotels.
Ho Dissatisfaction of customers does not result from insufficient and poor
quality personnel/staff of hotels.
Hi Dissatisfaction of customers result from insufficient and
poor quality personnel/staff of hotels
Ho Insufficient recreational and entertainment facilities does not resulted to
customers dissatisfaction in hotels.
Hi Insufficient recreational and entertainment facilities
resulted to customers dissatisfaction in hotels.
DEFINITION OF TERMS
The following terms in this study should be taken to be the
Marketing is a human activity directed at satisfying needs and
wants through exchange process.
The Oxford Advanced Learners Dictionary of current English Revised
by Horuby) Hotel is a building where meals and rooms are provided for
The marketing concept holds that the key to achieve organizational goals
consist in determining the needs and wants of target market and
delivering the desired satisfaction more effectively and
efficiently than competitors.
A product is something that is viewed as being capable of
satisfying needs or wants.
Services is any act or performance offered by an individual
or groups of an individual to another which is especially intangible and does
not result in ownership of anything earn and creates satisfaction, for
the mutual benefit of the service provider and service consumers
TERMS AND CONDITIONS APPLY
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