This research was carried to find “The Role of advertising in
marketing of hotel service in Enugu metropolis” using Zodiac Hotel Ltd Enugu as
our case study. We tried to find the advertising strategies employed by
in achieving its objectives. In the study some instruments was used in
the investigation and they include: oral interview, questionnaire and survey.
From the study we found out that, the Zodiac hotel Ltd major advertising medium
is magazines. 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 researchers commended the management of
Zodiac Hotel for good environment and facilities and we came 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
1.1 Background of study
1.2 Statement of
1.3 Objectives of the
1.5 Significance of the study
1.6 Scope of the
1.7 Definition of
2.1 Meaning of Advertising
2.2 Types of Advertising
2.3 Functions of Advertising
2.4 Significance of Advertising in Hotel Service
2.5 Requirements for Effective Advertising
2.6 The Merits and Demerits of Advertising a
2.7 Demerit of Advertising
2.8 Advertising Strategies Adopted by Zodiac
2.9 The Environment and Facilities of
2.10 Customers and Personnel
2.11 The Benefits of Advertising in the Marketing
3.0 Research Design and
3.1 Company Profile Zodiac Hotel
3.2 Research Design
3.3 Population of the
3.4 Research Instrument
3.5 Sample Size Determination
3.6 Sampling Technique
3.7 Method of Data Treatment and
3.5 Method of Investigation
3.6 Method of Data Analysis
3,7 Population and Sample
4.0 Summary of Findings, Conclusions and
4.1 Summary of Findings
Hotel services have played a functional role in the life of our
people. Hotel industry is the engine room for effective communication and
all business transactions within and outside the country.
Hotel Advertising has contributed a lot to boost a better image of
both major and minor hotels in developed services provides 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
Customers are interested in finding out the facilities of a hotel
before booking an accommodation whenever they are in their business trip.
These 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, Niconugu till top hotesl.
Most of these hotels have made reasonable image both nationally
and international and the credit goes to advertising that have what it takes to
create awareness of the benefits accruing from hotel services to its 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
1.2 STATEMENT OF PROBLEMS
Zodiac Hotel Limited in Enugu State is faces with a lot of problem
as it is found in other hotels of in Enugu Metropolis.
It faces many
hindrances over their advertisement programmes.
The problems are
inappropriate media for advertising programme, poor managerial still and
techniques, high cost of hotel services, lack of special offers to encourage
tourism, individual attitudes to leisure, poor sitting location of hotels,
government fiscal monetary policy, and lack of no tourist, attraction.
1.3 OBJECTIVES OF THE
The objectives of this study are:
identify the strategies used by advertising to create awareness of hotel
find whether advertising can be used to gain competitive advantages over other
identify the appropriate media to use for advertising hotel services.
recommendation the best way of using advertising to solve organizational
1.4 RESEARCH QUESTIONS
effective and efficient can advertising be used to achieve the organizational
you think that advertising can be used to motivate the customers to patronize
are the appropriate media that can be used for advertising
recommendation should be used to solve the problem of zodiac Hotel Limited, in
1.5 SIGNIFICANCE OF THE
The study has a lot of significance in that it represents a symbol
of academic achievement as having contributed to the already record of research
in business studies. In addition the study shall be useful to the
colleagues of the researcher and the entire students in the field
of as they shall resort to it their various research works on the same topic of
study in future.
The research shall be relevant to public administration in general
and marketing experts in various ministries and departments as it shall assist
them in carrying out their marketing services. The policy makers shall derive
immense benefit from the study as it shall serve as a scientific guide to them.
1.6 SCOPE OF STUDY
This will cover just
the zodiac Hotel Enugu. By hotel services we mean those businesses which on
provision of lodging facilities desert foods, dint and other services.
The work will cover the
role of advertising in the services of this hotel (Zodiac Hotels Ltd).
1.7 DEFINITION OF TERMS
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
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.
This is an individual inner states, of mind that cause him/her to behave in a
way that ensure this accomplishment of some goals.
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.
TERMS AND CONDITIONS APPLY
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