This study focuses on the marketing problems and prospects of fire star hotel
in Enugu metropolis “A case study of Nike lake Resort hotel”.
The main purpose was to find out among other things the following:
To examine if the promotional strategies used by the hotel lead to increase in
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
comprise the customers and the management and relevant staff of Nike Lake
Resort Hotel. The researcher used topman” 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 the researcher to
288 respondent comprising the customers and management and relevant staff of
Chi-square was used to test the four hypothesis formulated, based on the study
carried out, the following findings were made.
Those 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.
Those customers not withstanding the charges are satisfied with the services
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
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
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
Marketing of service an overview
Customer’s behavior and motivation in the hotel marketing
Effects of competition on the marketing of hotel operations/ services
The marketing problems of Nike Lake resort hotel
Business facilities leisure facilities car hire and bating services in the
Sources of data collection
Population of study
Determination of sample size
Distribution of questionnaires
Method of data analysis
Presentation, analysis and interpretation of data
Presentation, analysis and interpretation of data
Testing of hypotheses
Summary of finding, recommendations and conclusion
Summary of finding
Bibliography / appendix
BACKGROUND TO THE STUDY
In the 17th century when forming
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 traveling and needing a place to rest.
As time went on we started having caravans, people will build it or install it
for travelers to lodge before proceeding on their journey.
As development started coming in with the coming of the “whites”, main hotels
started coming up and travelers started making use of them only for sleeping
Since this is the case, fire start hotels were built for travelers to fell
comfortable and to be sure that none of their food will be skipped in terms of
breakfast, lunch or dinner.
Nike lake resort hotel was built in Enugu state. Hotel business is a potential
foreign exchange earner if well harnessed in respect of these the Enugu state
government in their quest to reap the fruit of the hotel business summoned for
the establishment of fire star hotels; first of its kind east of the Niger, on
the 6th day of February 1988,
Nike Lake Resort Hotel was formally commissioned as five star hotel by the then
chief of general staff and minister of defense lt. General Sani Abacha.
Nike lake resort hotel limited belong to the hotel sector in the state economy
which witnessed on uproar of problems since its establishment as a result of
the poor condition of the economy, neglect by the government,
insufficient power supply and employment discrimination.
These problems mentioned are not only facing Nike Lake Resort Hotel alone but
does parade as a syndrome to the other entire fire star hotel. They
encounter the greatest form of instability both in structure and in output.
This goes along to explain the unsteady setting and management of hotel
The effects of may hotels and cut-throat competition in the hotel industry have
equally called for various strategies to be used by the hotel involved, such as
heavy promotional effort in form of advertisement and publicity etc.
Dwindling and deteriorating economy in Enugu has drastically reduced per
capital income of an average Nigerian, leading to their concentration on basic
necessities of life, such as food, shelter and clothing. If one looks
closer at some of these hotel industries, one may discover that some of the
strategies are wholesome and helpful to marketing bodies of these hotels, while
some are inefficient and run counter to the appeals and objectives of the
industry. An example of an inefficient strategy as regards promotion is
where a half-nude girl is shown on the television screen attending to customers
in the hotel. The objective may be to attract the attention of the target
market, though very discouraging especially in the Christian faith.
A fire star hotel is vital in every society because it helps for rapid
development in technology and social fields.
Nike lake resort hotel happens to be the best leader in the hotel industries in
Enugu, although the compare enjoy, leadership position, its life is not
altogether easy. Some hotels keep challenging its strength while other hotels
try to take advantage of its weakness.
Since the conception Nike lake resort hotel, it ensures to attain the motives
of its establishment and also emulate the activities of other fire star hotels
because marketing is a delicate port of the business that has to be planned
very well and implemented so as to achieve organizational goal and to make sure
that customers are satisfied with the product or service rendered by the business
organization. In other words, hotel business deals with customer
satisfaction before its organizational goal can be achieved. Hotel business
will have to be marketing oriented and customers satisfaction should be the
topmost priority of the hotel.
In view of the importance of hotel in the provision of the economy and the
needs to better the services in the hotel, the researcher takes a critical look
at the problems and prospects of fire star hotel in Enugu metropolis with
special interest on Nike Lake resort hotel Enugu.
STATEMENT OF PROBLEM
Some barriers prompt this research:
Nike lake resort hotel was met with serious competition after its conception as
regards to the other fire star hotels that entered the market
Nike lake resort encountered poor condition of economy, neglect by the
government, insufficient power supply, employment discrimination and
instability in output.
More so, Nigeria is currently experience economic depression, high inflation
and complete devaluation of its currency.
These bad situation have
adverse affected the target market, thus hotels are seen as luxuries.
Nike lake resort hotel Inspite of the economic instability should strive to
meet the demand of the customer, though while they are on this situation will
as well encounter several problems this study attempts to make recommendations,
statement of problems and corrections of the problems and corrections of the
problem confronted during the research.
OBJECTIVES OF THE STUDY
The objectives of the study are to evaluate the past and present marketing
problems and prospects in the hotel services.
Nike lake resort hotel and from
the analysis determine the following.
To find out the problems facing the fire star hotels in Enugu metropolis.
To observe if the type of services used by the hotel to their customer are
readily available to their customers
To determine whether the charges for services rendered by Nike lake lead to
To determine if the services adopted by Nike lake resort hotel are available to
To examine if the quality of services provided by Nike lake will lead to a
bright future for the hotel.
And also to find out it the promotional strategies used by Nike lake leads to
increase to customer awareness.
FORMULATION OF HYPOTHESIS
The promotional strategies used by Nike
lake resort hotel in Enugu do not lead to increase in customer’s
awareness. The promotional strategies used by Nike lake resort hotel
Enugu lead to increase in customer’s awareness.
The quality of services provided by Nike lake resort hotel Enugu will not lead
to a bright future for the company.
The charges for services rendered by Nike lake resort hotel does not lead to
increased returns. The charges for service rendered by Nike lake resort
hotel lead to increased returns.
The services of Nike lake resort hotel are not readily available to their
customers. The services of Nike lake resort hotel are readily available
to their customers.
SIGNIFICANCE OF THE STUDY
This study is significant because it helps
in identifying the major areas of strength and weaknesses in the marketing
operations of fire star hotels in Enugu metropolis.
This research work will be of great importance to the reader who wants to be
acquainted with the services rendered by the hotel especially in Enugu
It will also be a source of reference material to a researcher who is carrying
out research work related to this topic.
More so, the researcher and other scholars will be highly enlightened by the
new discoveries contained in this study. This project will assist future
researcher who may indicate interest in areas related to this subject matter.
The management of Nike lake resort hotel and other fire star hotels will
benefit from the implications of this study as major marketing problems facing
them as well as marketing prospects awaiting them will be fully x-rayed and
then highlighted with recommendations made.
Fire star hotels control major shares of the hotel industry and as such have
major impact on the aggregate economy.
This study as such will interest our national economic planners and
organizations concerned with business of hospitality and tourism.
SCOPE OF THE STUDY
This simply means the areas where the
researcher is expected to cover. The scope of this study is very wide if
it has to be carried out in all the fire star hotels in Nigeria due to time and
other circumstance beyond the researcher. The research work is limited
only at Enugu metropolis. And the research is concentrated more on Nike
lake resort hotel.
DEFINITION OF TERMS
This means that some terms which feature
in this work required some explanations.
Lake Limousine: these are the hiring services, which the hotel conducts
for their customers (Hotel and management approach, 1986:106).
banquet Halls: these are halls which the hotel rent to their target
market for activities such as wedding ceremonies, seminars and other related
parties (Hotel and management approach 1986:256)
Caravans: these are small houses or huts built and installed for
travelers to lodge before proceeding on their journey. (Guide to Hotel workbook
Syndrome: an act of habitual persistence towards somwthing in existence
(macmillian dictional, 1979).
Prospect: this means a person or institution that will benefit from your
product or service and can afford to buy or pay for it (Adirika, Ebue and
Fire star Hotel: a mark of quality that tells how good the place is.
TERMS AND CONDITIONS APPLY
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