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PROMOTIONAL PROBLEMS IN HOSPITALITY INDUSTRY
(A STUDY OF SELECTED HOTELS IN ENUGU URBAN)
BY
IVUANYI OLIVER CHIBUZO PG/MBA/06/46208
DEPARTMENT OF MARKETING
FACULTY OF BUSINESS ADMINISTRATION
UNIVERSITY OF NIGERIA ENUGU CAMPUS
JUNE, 2008
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CERTIFICATION
This project is original and has not been submitted in part or in full for any other
Master of Business Administration Degree (MBA) of this or any other University.
…………………… Student
This is to certify that a Master of Business Administration Degree (MBA) student in
Marketing in the Department of Marketing with Reg. No. PG/MBA/06/46208 has
satisfactorily completed this project work in partial fulfillment of the requirements for
the award of MBA in Marketing.
………………………… …………………………….. Dr. Nwaizugbo I.C. Dr. (Mrs.) G.E. Ugwuonah Supervisor Head of Department
DEDICATION
This work is dedicated to the Almighty God and to my daughter Miss. MaryAnn,
Chikaodili Ivuanyi.
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ACKNOWLEDGEMENT
The successful completion of this project work could not have been possible without
the co-operation and assistance of many individuals to whom I am greatly indebted
for their ideas, constructive criticisms and other useful contributions at various stages
of the research work.
I wish to express my deep gratitude to my supervisor, Dr. Nwaizugbo I.C. for
patiently reading through this work, and most importantly for his guidance,
encouragement and useful suggestions.
I wish to thank my daughter Miss. Chikaodili MaryAnn Ivuanyi for her support.
Finally, to the Almighty God for his infinite mercy, inspiration and abundant blessing.
IVUANYI OLIVER .C.
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TABLE OF CONTENTS
Title page ……………………………………………………………....i
Certification…………………………………………………………….ii
Dedication……………………………………………………………..iii
Acknowledgement…………………………………………………….iv
Table of contents……………………………………………………..v
List of tables………………………………………………………….vii
Abstracts………………………………………………………………ix
CHAPTER ONE: INTRODUCTION 1.1 Overview of the Study…………………………………………1
1.2 Statement of Problem…………………………………………3
1.3 Purpose/Objective of the Study……………………………..5
1.4 Research Questions………………………………………….7
1.5 Significance of the Study…………………………………….8
1.6 Scope of the Study……………………………………………9
1.7 Definition of Terms…………………………………………..10
1.8 Limitation of the Study………………………………………11
Reference…………………………………………………….12
CHAPTER TWO: LITERATURE REVIEW
2.1 Introduction………………………………………………….13
2.2 Growth and Development……………………………………23
2.3 The Parties in Advertising……………………………………29
2.4 Advertising and the Society………………………………….30
2.5 Regulatory Control and Professionalism……………………32
2.6 Promotion………………………………………………………34
References……………………………………………………..37
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CHAPTER THREE: RESEARCH DESIGN AND METHODOLOGY 3.0 Introduction……………………………………………………39
3.1 The Research Design……………………………………….39
3.2 Sources of Data……………………………………………..39
3.2.1 Sources of Primary Data…………………………………..40
3.2.2 Sources of Secondary Data……………………………...40
3.3 Instruments for Data Collection…………………………..41
3.3.1 Research Questionnaire………………………………….41
3.3.2 Personal Interviews……………………………………….42
3.4 Research Population and Sample Used………………..42
3.4.1 Research Population……………………………………..42
3.4.2 Determination of Sample Size…………………………..44
3.5 Method of Data Analysis………………………………….47
3.5.1 Analysis of Questionnaire…………………………………..47
3.6 Method of Investigations…………………………………….48
3.7 Validity of Data……………………………………………….49
References……………………………………………………51
CHAPTER FOUR: DATA PRESENTATION, ANALYSIS AND INTERPRETATION 4.0 Introduction……………………………………………………52
4.1 Analysis and Interpretation of Questionnaire……………...54
Table 3.1: Research Population Distribution Schedule
Table 3.2: Analysis of persons in each hotel/group of
Representative Sample
LIST OF TABLES Table 4.1: Data Distributed and Collected………………….54
Table 4.2: Respondents Qualifications…………………….55
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Table 4.3: Occupational Respondents……………………..56
Table 4.4: Respondents’ Positions………………………….57
Table 4.5: Respondents Income Level Per Annum………..58
Table 4.6: Reasons for Patronizing Hotels………………….59
Table 4.7: Why Hotels should Advertise their Business…..60
Table 4.8: Reason for Advertising their Business………….61
Table 4.9: Major means of Advertising………………………62
Table 4.10: Problems in Hotel Promotion/Advertising……….63
Table 4.11: Some Problems/Constraints in Hotel Promotion
Advertising………………………………………….65
Table 4.12: If Hotels in Enugu Advertise their Business
Adequately or not………………………………….67
Table 4.13: Customer’s Awareness and Patronage of
Business do not increase with oral
Advertising..........................................................69
Table 4.14: Hotels in Enugu Urban do not offer all Services
they Advertise………………………………………70
4.2 Test of Hypothesis……………………………………………..71
Reference………………………………………………………74
CHAPTER FIVE: SUMMARY OF FINDINGS, RECOMMENDATIONS AND CONCLUSIONS
5.1 Summary of Findings………………………………………….75
5.2 Recommendations…………………………………………….78
5.3 Conclusions…………………………………………………….80
Bibliography…………………………………………………….81
Questionnaires…………………………………………………84
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ABSTRACT
The need to have standard hotels in Enugu Urban cannot be over-emphasized. This
is because of the part they play in the socio-economic growth of the town.
They assist travelers coming into the city in the provision of comfort and other
facilities to residents of the city.
In order to lend support to the business of these hotels and the entire economy of
the city, these hotels need to apply promotion advertising in the running of their
business in order to create awareness to their present and potential customers.
What this study aims to achieve is to examine the promotional problems experienced
in hospitality industry (A Study of Selected Hotel in Enugu Urban).
A sample size of 480 respondents were randomly selected and was used for the
study.
The following hotels were sampled
1. Home Pride Guest House
2. Zodiac Hotels
3. Crystal Park Hotel
4. First Hotel
5. Presidential Hotel
Based on the data collected and analysed, the following were found.
1. That the establishment of hotel in Enugu urban is a welcome development
because of the socio-economic role played by these hotels to the public.
2. These hotels require and actually make use of advertising in order to create
awareness to the public including their present and potential customers.
3. By the use of advertising, a lot of progress was made by these hotels.
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4. The researcher also found out that so many constraints militated against
hospitality industry such as finance.
5. The researcher did not stop with the finding but went ahead to make
recommendations as what to do to eliminate constraints on hospitality
industry.
6. The researcher concluded the work on an encouraging and hopeful note,
stressing that a lot still stand to be achieved from hospitality industry if and
only when aggressive advertising is embarked upon and the proprietors of
hospitality industry and professionals are given support and encouragement.
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CHAPTER ONE
INTRODUCTION
1.1 OVER VIEW OF THE STUDY
In hospitality industries promotion is a key ingredients in marketing campaign.
Promotion has contributed a lot to boost a better image of both major and minor
hotels in every part of the world. It does communicate to its publics; the type of
services it renders, and also believes in fair deals and considers the interest of its
customers and various publics. Hospitality industries services, pricing, as well as
promotional policies and strategies constitute elements of its promotion – mix.
Hotels provide meals, drinks, attractions, accommodation etc., to the general
public or persons in transit especially people traveling to places where they have
neither their own homes nor any relation to cater for their needs. Such persons will
like to know few things about the hotels in their transitory area. In other words, they
may like to know about available hotels, the categories of such hotels, the room and
suit fares, and the type of food served, the necessary comfort customers are
accorded – with, the game that is both indoor and outdoor games available and
perhaps and other special feature that make such hotels appealing to the sojourners
in transit.
These characteristics of hotels are boosted by promotions of various types in
so many countries of the world. In Nigeria, major hotels live like Sheraton, Eko
Hotels, Federal Palace Hotels, NICON NUGA, to mention just a few of them, have
made impressionable image both nationally and internationally and the praises go to
promotions that have heralded their various characteristics, class placement status
to the public generally. Without promotion, the image of their hotels and their
excellent services would not be so diffused to the public. For instance recently in
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Enugu, some hotels have come up with incentive – type promotions to attract new
terriers, to reward loyal customers and to increase the patronage rates of occasional
users. One of such hotels is Home Pride Guest House situated at number 16 Chime
Avenue, New Haven in Enugu, promoted its hotel as (10%) Ten percent discount
awaits customers that patronizes its hotel superbly built, and lavishly furnished with
ultra-modern guest houses, with about sixteen (16) air conditioned rooms each with
its exclusive toilets, cold/hot shower, stand-by water storage tanks to ensure
uninterrupted water supply; a lounge with well stocked bar and assorted types of
edibles including Chinese foods available; a well cemented car park adorned with
beautiful flowers, and powerful stand-by generators to ensure uninterrupted power
supply.
1.2 STATEMENT OF PROBLEM
The study is aimed at finding the importance as well of promotional problems
experienced in hospitality industries. This is an organization that the principal
objective is to make profit. To realize this objective, the business concern must be
prepared to uphold the marketing concept of the supremacy of the consumer.
Marketing promotion contributes a great deal in upholding the supremacy of the
customers which involves identification and satisfaction of specified needs.
Hospitality industry like hotel-ling is a competitive business and must endeavour to
identify and satisfy customers’ needs to be able to stay in business.
There are some promotional problems in hospitality industry business in Enugu
State. The problems are the factors that hinder promotion of hotel services.
One of such factor is income. The income level of both customers and proprietors
will hinder the work of marketing promotion on hotels. Low income earners, for
example may find it difficult to cope with high prices of hotel services which
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happened as a result of marketing promotion carried out which invariably attracted
high prices on them.
There are also several classes of people in society. We have high class individual
and low class people as well. Those in the high classes are usually enlightened while
those in the lower class are mainly illiterates.
For instance, some advertising messages are produced by professional for high
class people while non-professional produced the type we call below the line
advertising for low class people. Culture consider some advetisement as taboo,
while some people in a special class, like corporation may find it not necessary
advertising their hotel, hence it is only for members.
1.3 PURPOSE/OBJECTIVES OF THE STUDY
The study is aimed at critical analysis of the promotional problems experience
in hospitality industries like hotels.
With the above problem statements, the main purpose or objectives of this research
work will be as follows:-
1. Finding out to what extent the selected hotels in Enugu State have gone in
the application of advertising as one of the tools for marketing promotions
on hospitality industry.
2. Finding out what benefit have accrued to those hotels that applied
advertisement in their business.
3. Knowing what the customers have gained from hotel services because of
the use of promotional element like advertising by the hotels in Enugu
State.
4. Understanding the mode of advertising mostly used by hotels in Enugu
State.
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5. Finding out the problems facing hotels in promoting their businesses in
Enugu State.
6. Determining the effects of those problems on the hotel proprietors, the
customers and the entire hotel business.
7. Finding out how to reduce or eradicate totally the problems militating
against hotel promotions in Enugu State. As we have already noted that a
promotion element like advertising is important in hotel business, we
should also note that hotel promotions have so many problems associated
with it.
For instance, it costs a lot of money to undertake advertising of goods and
services. It is one thing to carry out advertisement by hotel proprietors and
it is another thing for the proprietor to give the customers services that will
eventually ensure customer satisfaction in accordance with what have
been promoted and advertised.
The research therefore will endeavour to find out if the customers are
actually satisfied according to the advertisement made, and if not, the
researcher will try to proffer solutions as to how to eliminate the problems
noticed in hotel promotion.
1.4 RESEARCH QUESTIONS
In pursuance of the above objectives, questions of this nature will be asked by
the researcher.
1. How have these hotel promotions created awareness to present and
potential customers to the hotels?.
2. If any awareness has been created through advertising, how have the
profit margin reflected this awareness?
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3. Are the hotels actually providing the services that they advertise/promote?
If yes, does the patronage measures or reflects the promotion/advertising
input?
4. What are the problems noticed in hotel promotions?
5. What recommendations can be put in place for improved hotel promotion?
RESEARCH HYPOTHESIS
In order to carry out effective research work, the following hypothesis will be
tested as stated below: -
1. Hi: Hotels in Enugu State promote and advertise their business
adequately. Ho: Hotels in Enugu State do not advertise their business
adequately.
2. Ho: Customers awareness and patronage of hotels business do not
increase with hotel promotions/advertising.
Hi: Customers awareness and patronage of hotels business increase with
promotion by hotels.
3. Ho: Hotels in Enugu State do not offer all the services they
promote/advertise.
1.5 SIGNIFICANCE OF THE STUDY
The findings of this study is expected to provide useful information on ways to
reach potential customers, travelers, institutions or corporate customers through
planned promotion.
The significance of this study, therefore, lies on its contribution to the
upgrading of hospitality industry image in general. To create awareness for the
public to patronize this industry as providers of services essential to human life.
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Finally, in the field of academics, the study will stimulate further research into
marketing of hotel, catering services and
hospitality industry as a whole and delivering of quality and competitive services.
1.6 SCOPE OF THE STUDY
The study will cover just some few selected hotels in Enugu Urban. The
researcher meant those businesses which on provision of a fee, lodging facilities and
decent food and drinks are accorded the customer, whether open to the public or
restricted to members of particular organization.
The work will cover the following five hotels situated in Enugu Urban.
1. HOME PRIDE GUEST HOUSE, CHIME AVENUE, NEW HAVEN ENUGU
2. PRESIDENTIAL HOTEL, INDEPENDENCE LAYOUT ENUGU.
3. FIRST HOTEL, OGUI NEW LAYOUT, ENUGU
4. ZODIAC HOTEL, INDEPENDENCE LAYOUT, ENUGU.
5. CRYSTIAL PALACE HOTEL, GRA, ENUGU.
In many occasions, the researcher was denied audience by the very people
whom he had hoped would supply him information. The questionnaire which was
distributed was either returned unanswered or half answered.
The researcher spent much time and money repeating visits to those he distributed
questionnaire to. Many even thought that the interview being sought for was for tax-
purpose and therefore bluntly refused to grant the researcher any opportunity for
interview.
1.7 DEFINITION OF TERMS
Urban – A large city, especially the developed town.
Proprietor – An owner, especially of a shop, hotel, business etc.
Problems – Limits or restrictions from professing.
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This study will be extended to cover the promotional problems experienced in
hospitality industry (A study of few selected hotels in Enugu State).
1.8 LIMITATIONS OF THE STUDY
The researcher met with the following physical and logistical limitations in
addition to the limitations imposed by cost and time.
Bureaucratic Bottleneck
Because of the bureaucratic problems associated with research findings
generally in the country, the researcher was denied access to files and documents
which could have helped with a more quality and reliable work.
Finance:
The researcher spent so much money while sourcing for information which includes
transportation costs etc.
REFERENCES
Babalola W. Adeyemo (2003) Hospitality Marketing.
Bitel, Lester Robert Ramsey, Jackson Eugene (1995),
Encylopedia of Professional Management. Fourth Groiler. Groiler
International, Danbury, Connecticut.
Doughudje Chris (1984), Advertising in Nigeria: The Need for
Advertising in the Nigeria Society.
Hornby, A.S. (1980), Oxford Advanced Learner’s Dictionary of
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Current English. The English Language Book Society and Oxford University
Press. Low Priced Edition, Tenth Impression.
Nwosu, I.E. (2001) Marketing Communications Management
and Media. An Integrated Approach.
Osuala, E.C. (1982), Introduction to Research Methodology,
Onitsha, Nigeria Feb Publishers Ltd.
CHAPTER TWO
LITERATURE REVIEW
2.1 INTODUCTION
This chapter reviewed the work of some writers and at same time views
critically some of those write ups stated below: -
Onyeke, (2001:20) pointed out that some elements of promotion, for instance,
advertising, improves standard of living. According him, every business requires
early study on some process of informing the public of its existence and merits. He
stated that consumers are made to be aware of the availability of numerous
alternative solutions to their problems since it makes no sense to build a better
mouse trap and keep it secret. He opined that the awareness of the availability of
better services pushes the consumers to work hard to earn enough income that will
enable them afford the hitherto “Luxuries”. He equally stated that “without
advertising, people will leave very dull lifestyles and their standard of living would be
static without hope of progress”.
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Therefore, in the same vein, every hotel requires some process of information
and need of informing the general public of its existence and merits. Most
importantly it will not make any difference, if a nice hotel with well skilled and natured
staff, as well as adequate amenities is well built and kept “secret”.
However, it is better to create the awareness to keep the name of the hotel in
the mind of the public so that they can patronize and as well encounter them
repeatedly. This also stimulates impulse purchases by offering small incentives
which automatically differentiates it from realm of other hotels.
Kotler (2001:597) said that “advertising appears effective in increasing the
volume purchased by loyal buyers”.
This promotional element stimulates the sales when the product being promoted or
advertised has good qualities but destroys a bad quality product as well. Hotel
business which has good qualities will be enhanced using advertising and destroyed
if the hotel does not live up to the expectation of the customers. Olakunori
(2000:353) said, that “it is not enough to produce high quality goods without letting
the goods get to the final consumers. Continuing, Okakunori said that, Nigerian
entrepreneurs are now conscious of the fact that they should provide the consumer
with quality product in the places where they are needed and inform the customer
that such a product exists.
In fact, with the nature of economic situation, people have cut back on
marketing expenditure, including sales promotion and advertising. Some have
stopped the idea of advertising while those that believed in advertising as the most
powerful promotional elements still carry some little advertising. For instance, up to
(65) sixty five hotels exists in Enugu and all actually compete for patronage, and that
they cannot do without advertising of some sort.
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Also, Udeagha (1999:213) said that minus advertising and promotions
generally, that brand would be dead. That advertising is known to create brand
image and to promotional elements such as advertising, a hotel can create good
image of itself before the public. Writing further, he remarked that advertising
contributes to the economy by contributing to personal selling and making it cheaper
operation. He equally said that advertising plays an information role. He also went
further to say that advertising helps to raise the standard of living of the masses and
creates awareness. He at this stage considered the role of advertising in the
development of economy with particular reference to its contribution to the
improvement of locally manufactured goods. He stated categorically that advertising
efforts have greatly forced manufacturers to raise the standard of goods and
services.
Conclusively, he stated that it has help immensely, in the employment of
thousands of youths who are citizens in various field of endeavors.
From the above stated, it is clear that a hotel that undertakes advertising will
cut down on the cost of using personal selling like employment of sales people to
take on the activities of the hotel. Any Hotel that undertakes advertising ensures
easy disseminating of useful information and at the same time, customers are
exposed to the numerous hotels in Enugu and they will be in a better position to
choose which one to patronize.
He further stated that advertising is a function which aids business in many
ways. For example; it induces customers to patronize organizations. From this, one
can conveniently say that hotels and hospitality industries in general may advertise
just to inform their prospective customers that they exist and as well states the
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various services they provides which may appeal to their various categories of
patronizers/customers.
In another contribution, (Ogbechie 1984:5) said that, “the Nigerian economy
would not be able to move fast without the promotional element advertising industry
pulling it”. he equally, said that the more there is industrial progress, the more it is
essential to communicate the merits of products or services to the masses in
general.
Ebue (1995:4) opined that Advertising is certainly relevant to Nigerian society.
He said, “Advertising is characterized by sound, colour and the use of print”. That
without this promotional element known as advertising, people may not be aware of
the product or service they need for their family. In fact, the above observation
clearly indicates that advertising promote generally awareness of the availability of a
product or services. It creates preference for products and services by emphasizing
the unique benefits, which they offer to the consumers. Promotions which
advertising is one of it, normally helps to promote freedom of choice. So hotel need
to undertake advertising to indicate the services they offer and special amenities
they have for the benefits of the consuming public. We have a choice.
We do not have a choice of religion unless there are people preaching various
religions. We also, do not have choice of election unless there speakers for variety
of candidates. We equally, do not have a free economy unless there are some ways
in which our alternatives can be brought forcibly to our attention. It is true we are in
short supply situation but we have numerous goods and services which can be
notified to people about their merits, so that they can exercise their freedom of
choice.
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Those who have not given much attention to advertising simply because they
feel they have obtained enough customers, have to know that advertising or
promotion generally apart from seeking for new customers, are also designed to
retain existing customers.
From this, the researcher can say that even if a hotel or hospitality industries
fail to promote and as well advertise to retain the customer in order not to loose it’s
market share. Okigbos (1990) remarked that consumers benefits from the
introduction of advertising because according to him advertising lowers the cost of
information about brand, quality and lowers average price per unit quality, including
samples and alteration costs. He further explained that, the cost of the consumers of
choosing products, by using alternative sources of information in absence of
advertising exceeds the cost of using advertising. Also advertising leads to market
power and provides information. He stated that, the hypothesis that advertising
increases market power assumes that advertising changes tastes, makes demand
less elastic and creates durable brand loyalties that cannot be tested. He further
asserted that the advertising information does not assume that advertising increases
sales because advertised brands are better placed, but explains that consumers are
okay if they are made better by doing so.
In view of the above, one can infer that advertising is a useful venture which
lowers the cost of information about the quantity of hotel services and hospitality
industries in general.
Then, association of industrial advertising wrote that the degree of knowledge,
attitude and awareness are the things for which most advertising programmes aimed
at industries, business, government or the profession are created. They say that the
purpose of such advertising is almost to inform, persuade or to remind. Advertising of
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hotels are aimed at informing, persuading, and reminding customers and prospects
of the existence of the hotel.
According to Wanamaker, (1982) Advertising does not jerk, it pulls if it is
continuous, and it will exert an irresistible force. It is no game for the quitter. It is a
game which you cannot sit on the sideline if you hope to run a successful business.
The first step, according to him, is to select whereto spend your advertising Naira. A
well known directory of advertising media has 14,000-15,000 listing including
publications, radio and television.
American Marketing Association (1960) define advertising as mass paid
communication whose purpose is to impact information development attitude and
induces favorable action is not necessarily buying. It may be listening to a personal
sales presentation asking for an estimate or coming to examine the merchandise at
first hand as in retail advertising. They further said that advertising must bring the
advertiser and the reader or listener together.
From the foregoing, we can see that advertising is a continuous phenomena.
If an owner of a hotel tends to run a successful business, he cannot afford to be on
the sideline, he has to engage in continuous advertising. Advertising will develop a
good attitude towards the hotel and induce a favorable action if it is advertised.
Advertising is to develop customers, not for a single purchase, but for repeat
purchases. According to Cock (1960) some call it “manufacturing customers”. He
further went on to say that today, you may be forgotten unless you keep reminding
people with advertising.
Moreover, that advertising has cumulative effect that it picks up new readers
or listeners with each appearance. He further stated that, it is much cheaper to hold
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an old customer than to win a new one, that old customers are needed to hold your
ground, if your business is to grow.
Hotels and hospitality industries should embark on advertising to attract
customers. A well known hotel today may be forgotten tomorrow. So hotels have to
advertise to keep their old customers and most importantly, hold their grounds.
Onyeke (2001:20-21) said that advertising cannot work successfully in company if
there is no good corporate image. He stated that Nigeria has passed a stage where
whatever was brought to market has to sell whether or not advertised. He said that
this is the stage where awareness has to be created before sales could be made. He
equally stated that any organization wishing to survive in the eye of competitors and
any falling economy should have the current image of the company to help any
advertisement of the company to succeed. If a company is having bad corporate
image, no amount of advertisement can push people to buy the company’s product
from the on-going. He further stated that for advertisement to work, the ground has
to be prepared by ensuring that the company possesses good corporate image.
2.2 GROWTH AND DEVELOPMENT
If there is one occupation that has transformed itself from a simple enterprise
into a burgeoning complex, and giant industry with an array of specialists working
separately and yet collectively, utilizing the logic of economic magic of division of the
modern day economy, it is advertising.
According to Bidemi Osunbiyi (1999:15). Advertising And Practice, he noted,
“by the close of this 20th century, and judging by it’s phenomenal growth, it is,
reasonable, accurate to say that advertising not only has turned full cycle but that it
has come of age as well. Time and distance are no longer barriers in carrying
advertisement massage to the entire world within seconds.
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During the evolutionary stage; the first advertisement where vocal, that is
street wheels used by peddlers to hawk their wares. Greeks made extensive use of
this form by shouting announcements of the sale of cattle and slaves. Printed
advertisements also developed early. In Rome, signs were pasted up proclaiming
circuses and gladiator matches. Examples of poster advertisement have also been
found in Pompeii and Cartage.
They usually consisted of drawing and scanty copy because few people could
read. The signs advertised the goods of individual merchants. It was the advent of
the printing press in 1455 that created the growth impetus for advertising. The first
newspaper appeared in England - the weekly News in 1622. Henry Sampson, a
historian, recalls that the first achievement was for the return of a stolen horse. In
1630, a Paris doctor also said to have opened a shop where advertisement could be
posted for three days. By 1650, such offices had sprouted and this was the
beginning of the centralization of advertising. The breaking of new ground
characterized the growth history of advertising in 1800s. Creativity and imagination
become added impetus owing to the arrival of display advertising in the early part of
that century. Prior to the period, newspapers and magazine advertising were limited
to short, column sizes and latter were expanded with illustrations.
In 1849, Volney B. Palmer became American first significant advertising agent
representing over 1,300 newspapers. He solicited businesses from advertisers,
wrote copy for them, and placed advertisement in a public media channel.
However, it was not until 1870 that the modern advertising agency was born.
Two competing agents, J. Walter Thompson and N.W. Ayer, in an attempt to serve
their clients better introduce the writing of copy by specialists was introduced. By
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1876, N.W. Ayer, one of the world largest advertising agency had (20) twenty
employees.
The horizons of advertising were expanded by P.T. Barnun with his
“tantalizing and Sensational Promotional Campaigns, partly owing to his advertising
and self promotion, Barnum became an internationally famous entrepreneur. Another
innovative stride occurred and displayed by W.J. Hammer in London. Like bush fire,
the practice spread wildly.
Early in the 20th century, Albat. D. Lasker, who became on of American’s
leading advertising practitioners, turned copy writing into a big business. A
significant incident in the 1900’S was the worlds war 1, during the period advertising
was used effectively .Britain used it to Marshall war energies–enlisting, conservation
etc. In the US the total advertising expenditure was rising progressively about half a
billion dollars. In 1918, advertising became almost as important as industrial
production itself. Even today the advertising scene is simply unimaginable. In the
United States alone “everyday” wrote Leo Bogart in 1967,4.2 billion advertising,
message pour fourth from 1754 daily newspapers, millions of other from 8151
weeklies and 1.4 billons more each day from 4147 magazines and periodicals. There
are 3895 am and 1336 fm stations broadcasting an average of 730,000 commercial
a day and 770 television stations broadcast 100,000 commercials a day, advertising
itself has moved from an enterprise into big business, advertising age, reporting
about the level of development of the business in us in 1972 indicates that
everybody who advertised in 1972 manufacturing companies service operators,
retailers wholesalers, distributors, associations, labour unions, schools, churches,
government, politician, individuals spent an estimated $23billion
NIGERIAN ENVIRONMENT
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With the installation of the first printing press in Calabar by the Presbyterian
Church in 1846, the first newspaper in the country was established in December
1859 by the Rev. Henry Townsend. The IWE IROHIN, was published in Abeokuta.
Iwe Irohin and others that followed it carried announcements about births,
confirmations e.t.c. These newspapers could be regarded as the first major medium
of advertising in the country.
The earliest advertising agencies in Nigeria were foreign. According to Okigbo
(1990), the leading advertising houses then were D.J. Keymer $Company Ltd,
Buntings Advertising services, and the West African publicity Ltd. It was African
publicity Ltd, however, that led the way in 1929 in establishing an agency structured,
along the professional lines as obtained in Europe and America. Assisted through
the inspiring efforts of it, first general manager_ G.L. Li0yd_ and strengthened by it’s
overseas connection, the agency served well the need of it’s parent company. The
united African company (UAC), in the mercantile and merchandising business within
colonial Nigeria and West African Sub-region. One advertising medium creditably
pioneered by the agency was the use of neo signs besides its exploitation of the
established as well as newly emerging media of communications in Nigeria.
2.3 THE PARTIES IN ADVERTISING
According to Aaker (1992:8), inferred that all advertisers by definition use some form
of media to accomplish organizational objectives. Where significant amounts of
media expenditure are involved, the advertiser will also use the services of an
advertising agency and one or more research suppliers.
iv
According to Ehikwe (2000), in his lecture material, he noted these parties firstly, that
advertiser is one who needs to advertise a product, service and an interest, and seek
to use the media for the purpose. The advertising agency is responsible for buying
the time and space in the media and renders the creative services to the advertiser.
The media is the channel of advertising and sell time and space through the agency
or direct to advertiser.
Fig.2.1 Parties in Advertising
Source: Advertising and other promotional strategies.
2.4. ADVERTISING AND THE SOCIETY
The role of advertising in the society has been that of mixed feelings by
members of the society. In Nigeria, some of the changes which seemed to be
sweeping across the nation in the social, political, economic and technological
developments have been blamed on information dissemination including use of
advertising as was noted: Ogbechie Chris of food specialist of Nigerian said that
Advertising stimulates the sales when the product being advertised has good quality
but destroys a bad quality product likewise. Hotel and hospitality industries which
have good qualities will be enhanced using advertising to read the society and
destroyed if the hotel does not live up to the expectation of the customer.
The degradation of societal values from the natural conservation and reserve
traditional systems to the changed value system in favour of the bourgeois,
superfluous, western cultures have been blamed on imported foreign films and
advertising massages.
Advertiser
Media Agency
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ADVERTISING AND PUBLIC RELATIONS
According to Nwosu (1990:26), Mass Communication and National
Development, noted: “Advertising and Public Relations, two closely-related
Communication sub-sectors whose potentiality for rural and national development
in Nigeria have been grossly unexploited, are two sub-sectors that need further
development and utilization in development projects. It means that hotel and
hospitality industries in Nigeria should use the services of advertising agency and
public relations practitioners to enhance effective development of the industry in
Enugu. According to Nwosu, (2001:136), public relations is that management
function that “marries” or reconciles public opinion and interests with corporate
interest and policies for their mutual understanding, mutual acceptance and mutual
benefits.
Kotler (1993:567) identified advertising, sales promotions, public promotions,
public relations and personal selling as the key functional areas of marketing
communications. Advertising can be defined as any paid form – of non personal,
presentation and promotion of persons, institutions, idea, goods or services by an
identified sponsor using appropriate medium or media of communication (Nwosu,
2001:75)
2.5 REGULATORY CONTROL AND PROFESSIONALISM IN ADVERTISING.
Because of quacks and negligence of people in doing things the way it suits them
and not the way it suits others have necessitated enactment and passing of law and
regulatory frames of control to advertising practitioners. Whatever goods and
services that the hotel and hospitality industry in Enugu will advertise, it must
conform in to the needs and satisfaction of the ultimate consumers - their health and
iv
comfort alike. Regulatory controls are the mechanism for setting the standards of
conformity in the practice or performance of any task in an association or
organization. The internal regulatory controls of advertising practice in Nigeria is the
sole responsibility of advertising practitioners council of Nigeria (APCON) set up by
the Federal Government of Nigeria under (Act) 55 of 1988 enacted as APCON.
Degree as CAP 7 laws of the federation, 1990 which was amended by Act 9 of 1992.
The prime responsibilities of APCON are varied and embracing all aspects of
advertising development in Nigeria including:
1. Registration of practitioners:- Mainly individuals and bodies responsible for
different practices of advertising.
2. Development of education for practitioners of advertising.
3. Create awareness for the publics on advertising.
4. Evaluate other functions relating to the practice of advertising in Nigeria.
According to Hart (1975:146) the code of advertising practice is a body of
detailed rules established by the advertising business itself and enforced through the
voluntary cooperation of the three interests that make up the advertising business –
advertiser, advertising agency and the media.
Nwosu (2001 noted): Individual registered advertising practitioners in Nigeria, as well
as the registered advertising agencies, should contributed in this regard by
embracing and putting to practice the funds of the modern business social
responsibility concepts.
2.6 PROMOTION
People would not buy your product if they have never heard of it. According to
McCarthy (1982:299 - 300), promotion is communication information between seller
and buyer - to influence attitudes and behaviour. The hotel and hospitality managers’
iv
promotion job is to tell target customers that the right product or service is available
at the right place, at the right price.
SEVERAL PROMOTION METHODS ARE AVAILABLE
The marketing manager or hotel manager can choose from three promotion
methods:-
These are personal selling, mass selling, and sales promotion (see figure 2.2)
Target Market
Sales Promotion
Product Price Promotion Price
Mass Selling Personal Selling
iv
Fig 2.2: Basic promotion methods and strategy planning.
Personal selling: Flexibility is the biggest asset. Personal selling involves direct
face to face communication between sellers and potential customers. It lets the
sales-person see the customer’s reaction immediately. This allows the salesperson
to adapt the company’s marketing mix to the needs of each target market.
Mass selling: it reaches millions at a price or even free. Mass selling is
communication with large members of customers at the same time. It is less flexible
than personal selling. Advertising is the main form of mass selling. Advertising is any
paid form of non- personal presentation of ideas, good or services by an identified
sponsor. It uses such media as magazines, newspapers, radio and TV, sign and
direct mail. While advertising must be paid for, another form of mass selling is
publicity – it is “free” (McCarthy, 1982).
REFERENCES
Publicity Advertising
iv
Aaker David A. (1992), fourth ed. Advertising management. New Delhi: prentice Hall of India.
Onyeke J.K. (2001) The power of advertising.
APCON News (1999), Advertising practitioners Disciplinary committee Rules.
Gazetted, APCON News, Garki, Abuja: Advertising practitioners council of Nigeria, Vol. 7 No.1.
Babalola W. Adeye M.O. (2003) Hospitality Marketing. Bidemi Osunbiyi (1999), Advertising principles and practice Lagos: Zedekayat Press
Ltd. Ehikwe Andrew Egede (2000) Advertising and other Promotional Strategies Ebue B. (1995) Marketing Communication. Pine-post, Meteson and Co. Publishers
Enugu. Kotler Philip (1993) marketing managements Analysis Planning and Control 7th
edition London: Prentice Hall.
Nwosu, I.E (1990), Mass communication and National Development – perspective on the communication Environment of Development in Nigeria.
Nwosu, I.E (2001), Marketing Communication Management and media (principles,
practice and strategies): An integrated Approach. Ogbechie, Chris (1984), Advertising and the Nigeria problems, projects, And
challenges. Advertising in Nigeria, Nov. 1983. Olakunori Okakunle (2000) Transportation Management. Okigbo, Charles (ed) (1990), marketing politics: Advertising strategies and Tactics.
Lagos: APCON Publication. Udeagha A.O. (1999) Principles And Process of Marketing. Jamoe Enterprises
(Nigeria).
Nwosu, I.E. (2001, P.75), marketing communication management and media.
(Principles, Practice and Strategies): An Integrated Approach.
iv
CHAPTER THREE
RESEARCH DESIGN AND METHODOLOGY
3.0 INTRODUCTION
This chapter briefly intimates the reader with the research design and
methodology applied in order to reach conclusions. The design and method actually
express the mode of data and analysis.
3.1 THE RESEARCH DESIGN
The nature of this research and objective of study is to determine the promotional
problems experienced in hospitality industry. Few hotels in Enugu were selected for
an in-depth study for this purpose.
iv
This has prompted the researcher to adopt the use of survey approach to
obtain first hand information.
3.2 SOURCES OF DATA
While carrying out this study, the researcher gathered data through primary
and secondary sources. However, reliance was placed more on the data gathered
through the primary sources.
3.2.1 SOURCES OF PRIMARY DATA
Questionnaires:
Questionnaire method is a process whereby series of structurally designed
questions are put together in printed form, distributed to the relevant population
sample and collected back for analysis after they must have been answered.
The questionnaires designed for this research were administered to some
hotel proprietors directors, hotel managers/supervisors and the general public mainly
those who patronize these hotels.
Personal Interviews
The researcher also conducted scheduled personal interviews with some
members of the above categorized group. The results of the interview were used as
additional information to supplement the responses to the questionnaires.
3.2.2 SOURCES OF SECONDARY DATA.
Apart from the primary data gathered, secondary data were sourced from
various records and publications of the board of Hospitality industry. Similarly, other
secondary sources of data used for this study included textbooks, dictionaries,
encyclopaedia, magazines, mimeographs, journal, seminar workshop papers,
periodicals and newspapers.
iv
Secondary data did not provide adequate aid as a result of flaws inherent in
them, such as inconsistency in the aims and objectives of various authors whose
works were consulted. Moreover, personal bias of the various authors affected the
validity of some secondary data. Nevertheless, references were made to secondary
data either to substantiate or disprove the argument being put forward in this
research report.
3.3 INSTRUCTMENTS FOR DATA COLLECTION
The researcher used questionnaire in data collection.
3.3.1 RESEARCH QUESTIONNAIRE
Research questionnaires were used by the researcher as a major primary
data collecting tools. The questions were structurally designed in such a manner as
to assist the researcher source out relevant and up-to-date information. The
questionnaires were distributed and collected within a reasonable time frame
although some respondents did not return theirs.
3.3.2 PERSONAL INTERVIEWS
The researcher also conducted personal interviews/face-to-face discussions
with some randomly selected hotel proprietors, hotel managers, hotel workers and
the general public. Information obtained from the interviews assisted him in
confirming most of the responses obtained from the questionnaires.
3.4 RESEARCH POPULATION AND SAMPLE USED
3.4.1 RESEARCH POPULATION
The field survey conducted by the researcher gave him the opportunity to
randomly select a total of 480 persons from the group under study. The group
consists of Enugu State Board of Hotel and Tourism, Hotel proprietors, Hotel
iv
managers and the general public especially those who have not been patronizing the
hotels under review within Enugu urban.
Table 1 below shows the aggregate number of employers, staff and hotel
practitioners selected and their distribution.
Table 3.1: Research population distribution schedule.
S/N HOTELS SAMPLED
DIRECTORS MANAGERS SUPERVISORS OTHERS
TOTAL
1. Homepride Guest House
10 30 60 100
2. Zodiac Hotel 14 40 55 109
3. Presidential Hotel
12 35 60 107
4. Crystal palace Hotel
10 28 50 88
5. First Hotel 9 25 42 76
Total 55 158 267 480
Source: field survey 2002.
Based on experience and knowledge, the researcher randomly selected a group as
shown in Table 3. 1.
In doing this, the researcher took into consideration the fact that only the
enlightened ones among the population under study could understand and be able to
share views obtained on the mode, concepts of hotel promotion/advertising and
problems associated with promotion of hotels. In fact, personal interviews and
interactions as well as statistical records obtained played good role in this in all
ramifications.
3.4.2 DETERMINATION OF SAMPLE SIZE
iv
Having determined the populations already, it becomes easier to approach
the sample size. To determine the sample size, the Bowleg’s stradom sampling
method of sample selections.
= n = N/I+ Ne2 is used.
Where n = samples size to be determined
N = population size
I = constant
E = margin of error (which is normally chosen by the researcher) or
level of significance which is assumed to be 5% or 0.05.
Therefore, e2 = 0.0025, Error of margin of 0.05 or 5% implies 95% level of
confidence. In calculating the sample size the following result is obtained
N = 480/1 + 480 (0.0025)
= 480/1 + 1.2
= 480/1 + 2.2
= 218.18 or 218.
Therefore, the sample size of 218 has been chosen. Having determined the
sample size, the next step is to determine the stratified proportional chance of being
represented. In this case, the following formula is used to determined the proportion.
Y = n(c)N
Where Y = stratified proportional sample
n = sample size of the population
C = number of persons in the group
N = population size
By substitution, therefore, the number of persons in each group for the
representative sample is derived as analyzed in Table 3.2 below.
iv
Table 3.2: Analysis of persons in Each Hotel/Group of Representative sample.
Hotels or group Result
Home Pride Gust House 45
Zodiac Hotel 50
Presidential Hotel 49
Crystal palace Hotel 40
First Hotel 34
218
From the above, a total of 218 persons were eventually selected from the five
major hotels, including their respective customers and the public who have had
business dealing with the above hotels. Fifty eight (58) out of these were interviewed
orally and the result of interview noted while 160 persons were issued with
questionnaires.
The number interviewed and those given questionnaires were distributed
among the groups of representatives samples
as follows:-
1. Home pride Guest House 45/218 x 58/1:12 33
2. Zodiac Hotel 50/218 x 58/1 = 13 37
3. Presidential Hotel 49/58/1 = 13 36
4. Crystal Palace Hotel 40/218 x 58/1 = 11 29
Oral interview Questionnaires
iv
5. First Hotel 34/218 x 58/1 = 9 25
Total 58 160
The result of both oral interview and questionnaires were collected, matched and
used for analysis and presentation in chapter 4 of this researcher work
3.5 METHOD OF DATA ANALYSIS
In analyzing the collected data, statistical methods were used in questionnaire
analysis and hypothesis tests.
3.5.1 ANALYSIS OF QUESTIONNAIRES
Percentage method of analysis is used with the following formula.
A% = N
a X
1
100
Where A% = The percentage of responses on one option to total responses to the
item of questionnaires. A = Number of responses to one portion of each item of the
questionnaires. This will be clearer when presented practically in chapter 4 during
the actual questionnaire analysis.
3.5.2 HYPOTHESIS TESTING ANALYSIS
The testing of hypothesis will involve the use of chi – squares, which is
represented by the formulae.
Where 2
0X = chi- square i.e. the value of random variable 2
0X whose sampling
distribution is approximated closely by
Chi- square distribution
0i = observed frequency
Ei = expected frequency usually calculated
As: alOverallTot
ColumTotalRowTotal ))((
iv
∑ = summation
3.6 METHOD OF INVESTIGATIONS
The investigation method adopted by the researcher was based on consulting
relevant secondary sources of data. Such secondary sources include journals,
magazine, newspapers, encydopedias, textbooks, statistical information etc obtained
from various libraries within Enugu urban and environs.
The interview and questionnaire methods of sourcing primary data were
chosen among other methods of collecting primary data due to flexibility and
convenience which itself offer.
3.7 VALIDITY OF DATA
In order to ensure validity of data collected, the researcher was conscious of group
of persons given questionnaires and those interviewed. Therefore, the number and
group of persons given questionnaires were only significant, identifiable and
enlightened group of people residing and working within Enugu and environs. Thus,
any data sourced from this group fairly represented a measurable population.
In an attempt to acquire sufficient and relevant information, the researcher
ensured that questionnaires and personal interviews were administered among the
selected sample size.
The questionnaires were prepared both in open – ended and close – ended
models. Open – ended questions are those that allow the respondent to use his
initiative to supply answers, while close – ended questions are those which mandate
the respondents to provide answers already supplied by the researcher.
iv
REFERENCES
Akenrulo G.O (1993), Research Methodology and statistics mud centre primary publishing company and Publishing Company.
Akuezuilo C.O. (1990), Research methodology and statistics chauyon printing and
Publishing Company, AWKA. Kazumier, J.I (1976), Business statistics sachavam’s outline series. Mcgraw Hill
Book Company. Orji, J. (1999), Business Research methodology, Enugu Metenson publicity
company.
iv
CHAPTER FOUR
DATA PRESENTATION, ANALYSIS AND INTERPRETATION
4.0 INTRODUCTION
For any research work to be meaningful the data collected must be analyzed
and interpreted to facilitate the process of decision making. Interpretation and
analysis of data are the means by which research questions are answered and the
stated hypothesis are tested. Analysis of data involves the ordering and breaking
down into constituents parts of the data collected. This involves statistical
calculations performed with the raw data collected to provide answers to the
research questions. The process of interpretation entails taking the result of the
analyzed data and making inference to the research question in order to draw
conclusions about their relationships. One would therefore conclude that data on
their own are meaningless and of little importance until they are analyzed and
interpreted to provide the basic facts.
In this chapter, the data collected through the questionnaire and personal
interview shall be analyzed, interpreted and conclusion drawn based on their results.
From the sample size of 218 chosen, questionnaires were administered to 160
persons or 73% while 58 persons or 27% were interviewed orally mainly on selected
research questions. The sample size chosen were drawn from the five major hotels
the researcher selected, customers to the hotels, and the general public that have
had any transaction with the hotels under review. The researcher believed that the
iv
above arrangement clearly gives a true representation of the population, since
everybody cannot be called upon to be interviewed or to fill the questionnaire.
Out of 160 questionnaires distributed, 150 respondents completed and
returned their questionnaires within the time frame of three weeks. This number
represented about 69% of the sample size of 218 chosen and 94% of those given
questionnaires. A breakdown of the number that returned their questionnaires is
shown in Table 4.1 below in a summarized form for easy comprehension.
Table 4.1: data distributed and collected
S/N HOTELS SAMPLED NO DISTRIBUTED NO COLLECTED
1. Home pried Guest House 35 32
2. Zodiac Hotel 30 28
3. Presidential Hotel 35 33
4. Crystal Palace Hotel 30 28
5. First Hotel 30 29
Total 160 150
4.1 ANALYSIS AND INTERPRETATION OF QUESTIONNAIRE
The questionnaires analysis was carried out using the sample percentage
method. The hypothesis earlier stated in chapter one is also analyzed using the chi –
square method but based on the analysis of key relevant questions.
Question 1: What is your level of education?
Table 4.2: Respondents Qualification
CATEGORIES RESPONDENTS PERCENTAGE %
HND/B.SC 42 28
MBA/MSC/PGD 50 33
ACA/ACCA 58 39
iv
Total 150 100
The above displays the categories of personalities working in the
hotel/hospitality industry including Directors/managers supervisors and the workers,
even customers to the hotels and the general public. These categories are those
educated enough to have knowledge on the operation of hotels
promotions/advertising and even their problems, including their effects on socio –
economic development of Enugu Urban.
Forty – two (42) of the respondents representing 28% are holders of
B.SC/HND. While others are highly educated with MBA/M.SC/PGD and ACA, ACCA
holders.
Interpretation:-
The above analysis indicates that only those who responded to the
questionnaires are mainly graduates and masters degree holders who are highly
educated to understand well the topic under discussion.
Question 2: what is your occupation?
Table 4.3: occupational respondents.
CATEGORIES RESPONDENTS PERCENTAGE %
Hotel Proprietors 52 35
Hotel Managers 34 23
Hotel Supervisors 18 12
Civil Servants 14 9
Staff of the mass media 20 13
Staff of the mass media 12 8
Total 150 100
iv
Out of 150 respondents, 52 or 35% are hotel proprietors, 34 or 23% are Hotel
managers, 18 or 12% are hotel supervisors, 14 or 9% are civil servants, 20 or 13%
are self – employed, and 12 or 8% are staff of the mass media.
Interpretation.
The analysis shows that most respondents who signed and returned
questionnaires are mainly people already having vast knowledge in hotel
management. Some others are civil servants, self – employed and staff of the mass
media who are conversant with the business of promotion/advertising.
Question 3: What position do you occupy in your present place of work?
Table 4.4: Respondents positions
RESPONSES RESPONDENTS PERCENTAGE %
Hotel Proprietors/Directors 26 17
General managers/Executive Officers 6 4
Hotel managers 82 55
Supervisors 24 16
Clerical 12 8
Total 150 100
Out of 150 respondents, 26 or 17% are hotel proprietors/Directors 6 or 4% are
General managers/Executives, 82 or 55% are hotel managers, 24 or 16%
supervisors, 12 or 8% work as clerical officers.
Interpretation.
From the analysis, majority of the respondents are experts in hotel
administration as can be seen in the above Table. Therefore, they are the right
people who are experienced and knowledgeable enough to comment on hotel
promotion/ advertising and the problems association with them.
Question 4: what income bracket per annum would you place yourself?
iv
Table 4.5: Respondents’ income level per annum
RESPONSES NO OF RESPONDENTS PERCENTAGE %
N21,000 – N50,000 12 8
N51,000 – N100,000 8 4
N101,000 – N300,000 38 25
N301,000 and above 94 63
Total 150 100
From the table 94 or 63% of the respondents earn above N301,000 per
annum followed by 38 or 25% that earn between N101,000 and N300,000. The rest
18 or 12% earn between N21,000 to N100,000 per annum.
Interpretation
The above structure gives an indication of the type of persons the
respondents are. Most of them fall within higher income bracket and this reflects
their level of education and positions occupied.
Question 5: Why do you patronize Hotels?
Table 4.6: Reasons for patronizing Hotels
Respondents No of Respondents Percentage %
Because of business connections To help in the provision of various facilities All of the above Total
78 14 58 150
52 9 39 100
The Table show up to 78 or 52% of the entire respondents that patronize
hotels because of its necessity and in connection with their businesses. Similarly 14
or 9% patronize hotels in order to obtain various facilities like:- relaxation, food,
iv
drinks, while the remaining 58 or 39% patronize hotels because of all the reasons
above.
Interpretation
From the analysis above, it means that more than half of the respondents
patronize hotels because; it helps them greatly in their businesses. On the other
hand, 9% believe that hotels can provide various facilities they need in life, whereas
30% are in support of the two reasons stated above.
Question No 6: should hotels in Enugu engage in promotion/advertising of their
business?
Table 4.7: Why Hotels should Advertise their business.
RESPONSES NO. OF RESPONDENTS PARENTAGE %
Yes 70 34
No 50 24
No idea 30 14
Oral Interview
Yes 23 11
No 35 17
Total 208 100
The table above shows that 93 or 45% of the respondents support that the
selected hotels should engage in promotion/advertising, 85 respondents or 41% say
the selected hotels should not engage in any form of promotion. While 30
respondents or 14% say they have no idea.
Interpretation.
Greater percentage of the respondents support the idea that hotels should
engage in advertising/promotion
Question No. 7: If the answer in 6 is yes, Why?.
iv
Table 4.8: Reason for Advertising their Business.
RESPONSES RESPONDENTS PERCENTAGE % Because it helps them to sell their
products/services to their customers
52 67
Because their customers will be able to know
what services they can render or offer
18 23
It helps the hotels to make more profits 8 10
Total 78 100
Interpretation
The table above shows that the entire 78% respondents or 100% support that
hotels should engage in promotions/advertising because of the reasons stated.
Question 8: What do you think is the major means of advertising used by these
hotels?
Table 4.9: Major means of Advertising
RESPONSES RESPONDENTS PERCENTAGE %
By the use of Radio 40 19
By the use of Television 38 18
By the use of Hand bills 20 10
By personal contact 20 10
All of the above 90 43
total 208 100
The Table above shows that 90 respondents or 43% believe that the selected
hotels do their advert through radio, television, handbills, personal contact and they
do not rely on any particular means for advertising, while 40 respondents or 19% say
their major means of advertising is by the use of radio, whereas, 38 respondents or
18% say it is through the use of television and a meager 20 respondents or 10% say
it is by the use of handbills and personal contact.
Interpretation
iv
Majority of the people believes that the selected hotels, in a bid to promote
their businesses or make huge sells embark on the application of all tools of
promotion/advertising, hence as much as 90 respondents or 43% think in that
direction.
Question 9: Do you think there are any problems in Hotel promotion/advertising?
Table 4.10: Problems in Hotel promotion/Advertising
RESPONSES RESPONDENTS PERCENTAGE %
No 32 15
Yes 112 54
No idea 4 2
Response (Oral interview)
No 10 5
Yes 44 21
No idea 6 3
Total 208 100
The Table shows that 156 or 75% respondents believe that there are
constraints/problems in hotel promotion/advertising; while 42 respondents or 20%
had contrary view; 10 respondents or 5% had no idea.
Interpretation
The above analysis shows that majority believe that the selected hotel have
problems/constraints in the promotion/advertising of their business.
Question 10: If the answer in question 9 above is Yes, what are they?
iv
Table 4.11: Some problems/constraints in Hotel promotion/advertising.
RESPONSES RESPONDENTS PERCENTAGE
%
Much finance is involved in promotion/advertising
and some hotels cannot afford it
50 24
Some advertisements are nearly for the rich in the
society
42 20
Culture does not allow the
promotion/advertisement of certain business like
Hotel business.
60 29
Response (oral interviews) many Nigerians are
illiterate to understand some radio/television
advertisement or promotion
40 19
Lack of facilities do not allow the people have
access to radio/TV adverts e.g power failure
16 8
Total 208 100
The table above shows that the entire 208 respondents or 100% including
those interviewed orally believe that hotel promotion/advertising goes with so many
problems going by their responses.
Interpretation
The above analysis shows that majority of the respondents, in fact, almost all
the respondents, believe that in spite of the gains made by the use of
promotion/advertisement they still suffer a lot of problems/constraints in
advertising/promotion of their business. To conclude this chapter on a good note, we
need to ask the following questions which will be recorded and analyzed according
to the responses given by the respondents.
Moreover, these responses will be presented in a tabulated form using the
percentage for the test of our hypothesis.
iv
The areas are the following:
1. The selected hotels in Enugu urban and their use of advertising/promotion in
their business.
2. Customers’ awareness and patronage to the hotels.
3. The extent by the hotels to deliver all services they have advertised to their
customers.
SELECTED HOTELS AND THE USE OF ADVERTISING ADEQUATELY
Question 11: Our respondents were asked to state if hotels in Enugu urban advertise
or promote their business adequately or not.
The result is shown in the table below.
Table 4.12: If Hotels in Enugu advertise their business adequately or not.
RESPONSE NO OF RESPONDENTS PERCENTAGE %
No 150 72
Yes 50 24
No idea 30 14
total 208 100
Interpretation of the results by our respondents is discussed in line with the objective
of the study.
THE SELECTED HOTELS AND THE USE OF ADVERTISING/PROMOTION
Out of 208 respondents, 150 or 72% of them say that the selected hotels in
Enugu do not advertise their business adequately. 50 (fifty) of this number say that
the hotels advertise adequately while 8 say that they have no idea. Therefore, the
conclusion here is that the most popular opinion is that these hotels do not advertise
their business adequately.
iv
CUSTOMERS AWARENESS AND PATRONAGE OF HOTELS
Question 12: furthermore, our respondents were asked whether customer
awareness and patronage of the selected hotel’s business do not increase with the
hotel’s promotions/advertising of their business, again, the responses are shown in
the table below.
Table 4.13 Customers awareness and patronage of hotel business do not
increase with oral advertising.
RESPONSES NO OF RESPONDENTS PERCENTAGE %
No 140 67
Yes 56 27
No idea 12 6
Total 208 100
Interpretation:
Out of 208 respondents, 140 or 67% are of the opinion that customers
awareness and patronage increase with hotel advertising/ promotion hence they
answered No to the question. While 56 respondents or 27% agree that customers’
awareness and patronage of hotel business do not increase with hotel advertising
promotion. From the above analysis, the greater majority are of the opinion that
customers awareness and patronage increase with hotel advertising, hence they
answered No to the question. 12 respondents or 6% say they have no idea. From
the above analysis, the greater majority are of the opinion that customers awareness
and patronage increase with hotel promotion/advertising.
iv
THE SELECTED HOTELS IN ENUGU URBAN AND OFFERING OR NOT OF ALL
SERVICES ADVERTISED
Question 13: Our respondents also were asked if the selected hotels do not
offer all the services they advertised.
The responses are shown in the table below:
Table 4.14: Hotels in Enugu urban do not offer all services they advertise.
RESPONSES NO OF RESPONDENTS PERCENTAGE %
Yes 130 62
No 60 29
No idea 18 9
Total 208 100
As shown in table above, 130 respondents or 62% agree that the selected
hotels do not offer all the services they advertise while 60 respondents or 29% say
that the hotels offer all they advertise. 18 respondents or 9% says they have no idea.
From the above, we can conclude that the selected hotels in Enugu urban do
not offer all the services they advertise. This may be one of the problems/constraints
that go with hotel promotion/advertising.
Test of Hypothesis
To be able to test our null hypothesis, we used percentage from where we
drew the obvious conclusions. To choose the null hypothesis, this shall be at best
60%. This alternatively is stated as.
P ≥ 60
Against the alternative hypothesis of p ≤ 60
Where p = the observed percentage. The test takes advantage of their computations
earlier or so far carried out represented by table above.
Hypothesis 1 (HO1)
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Hotels in Enugu urban do not advertise their business adequately – in this
hypothesis, the response shows that p = ≥ 60% in fact, p = 72% > 60%
But in the alternative which reads hotels in Enugu urban advertise their business
adequately. P = 24% < 60%
Therefore, we accept our null hypothesis and reject the alternative i.e. We
accept our Ho and reject our Hi, thereby concluding that the selected hotels in Enugu
urban do not advertise their business adequately.
Hypothesis 2 (H02).
Customers’ awareness and patronage of hotel business do not increase with hotel
advertising.
In this case for Ho, our null hypothesis
P = 27% < 60%
Therefore our null hypothesis is less than 60, meaning we should reject our null
hypothesis here. Whereas in our alternative hypothesis. P = 67% > 60%.
Therefore, we accept our alternative hypothesis because it is 60% and above. Our
conclusion here is that customers awareness and patronage of hotel business
increase with hotel advertising. Hypothesis 3 (H03).
Hotel in Enugu urban do not offer all the services they advertise. The above
hypothesis has p = 62% > 60%. Therefore, we accept our null hypothesis and reject
our alternative hypothesis in which.
P = 29% < 60%.
In conclusion, therefore, we accept that the selected hotels in Enugu urban do not
offer all the services they advertise, this also serve as one of the problems as well as
constraints against hotels promotion/advertising.
iv
REFERENCES
Bruce D, Bowen and Herbert F. Weisberg (1980), An introduction to Data Analysis, San Francisco, W.H. freeman and company.
Coln Silverthrone, Harmut Fischer and David Fox (1980), the when and how of
statistics, campaign, Illinois, stipes publishing company. Joe Ibanga, (1981), Guide on Test and measurement for Teachers and students
calabar, paico press and Books Ltd. Robert Sommer and Barbara B. Sommer (1980), A practical Guide to Behavioural
Research: Tools and Techniques, New-York, Oxford University Press. Orji, J. (1999), Business Research methodology, Enugu meteson publicity company.
CHAPTER FIVE
SUMMARY OF FINDINGS, RECOMMENDATIONS AND CONCLUSIONS
The analysis of various data collected revealed a number of thought-
provoking findings, which not only ensured the basic research question raised in
iv
chapter one of this research work but also created opportunity for further research in
related topics. Based on this findings, some useful recommendations were mode
and conclusion draw on the topic.
Promotional problems in hospitality industry (a study of selected hotels in Enugu
Urban).
5.1 SUMMARY OF FINDINGS
The following are the summary of findings after an extensive study of the
subject matter. The establishment of good standard hotels in Enugu Urban is a very
welcome development because:
1. They have actually played in a major role in the hospitality industry.
2. They have provided very essential facilities to many people especially in the
area of business.
3. Travelers from one part of Nigeria to Enugu Urban have always found
comfort in these hotels.
4. People who reside in Enugu urban have also found these hotels of immense
value.
ASSISTANCE TO ECONOMIC GROWTH
1. These hotels equally employed many categories of workers and through this
means, have helped to fight the problems of unemployment.
2. These hotels and their staff have also paid taxes to the government thereby
helping in the growth of the economy.
USE OF ADVERTISING/PROMOTION IN CREATING AWARENESS
1. From this research, we are able to discover that these hotels made use of
advertising in the running of their business.
2. The made use of all the modes of advertising
iv
Sales promotion
Radio
Television
Personal contact
Hand bills
With the above advertising/promotional strategy, the following were achieved:
(a) Creation of awareness to potential customers.
(b) Increase in the sales of their goods and services.
(c) Generation of employment to people.
(d) Increase patronage from the public
(e) Additional or increase in their profit
(f) Patronage by these selected hotels to the media house.
(g) Improvement in the hotel industry due to competition among themselves.
Problems
However, the following problems were notice in hotel promotion/advertising.
Finance:
Although advertising/promotion is of immense value in hotels business, the
researcher through the responses received from respondents, found out that
advertising involves much finance and that not all the hotels have the finance for
advertising and this is a very serious hindrance. Advertising for special people: in
many case, certain advertisement from the way they are framed, look very
expensive for special and wealth people in the society.
Recommendations
iv
Based on the above findings, the following recommendations are made:
1. Establishment of decent hotels by the government and licensed individuals
should be encouraged.
2. Government should bring out a guide for the establishment of standard hotels.
3. The Board of hospitality industry under which hotels fall, should be
empowered to discipline the proprietors of any hotel that performs below
acceptable standard.
4. Government should assist hotels by carrying out promotions/advertising of
their services for them at a special rate which should be lower than the rate
which the media houses charges.
5. The Board of hospitality industry/Government should help hotels fight the
problems they are facing by:
(a) Monitoring or censoring the type of advertising as well as promotion
these hotels place to make sure it makes the desired meaning or
impact to the society.
(b) The masses need to be educated adequately in order to promote and
patronize these hotels.
(c) All negative ideas about hotel promotions and advertising should be
discarded.
(d) Professionals in the hotel and hospitality industry should be
encouraged by government with the setting up of colleges and
institutions to train professionals who will manage these hotels for the
betterment of all.
CONCLUSIONS
iv
From the result of the study, the researcher concluded that there are a lot of
potentials in the hotels business. It was obvious from the study too, that a lot more
could be achieved from hotel industry if and when proper advertisement is carried
out for the purpose of making people aware of these hotels in Enugu Urban. As
people are aware of these hotels, they are expected to what benefits they can derive
from these hotels.
Mainly, the proprietors of these hotels were not taught the new style of
advertising, sales promotion, use of television, use of radio, personal contact, use of
hand bill, in fact, the managers of these hotels failed to use/apply aggressive
advertising/promotion. When aggressive advertising come into place, all those
problems that militate against hotel business will be a thing of the past and much will
be achieved from hotel business; then and only then, that advertising will yield its
desired dividend to both the owners and the users.
BIBLIOGRAPHY
Akuezuilo, C.O (1990), Research methodology and statistics, chauyon printing and
publishing company, AWKA. APCON News (1999), Advertising practitioners Disciplinary committee Rules
Gazetted APCON News, Garki, Abuja: Advertising practitioners council of Nigeria, Vol. 7. No. 1.June 1999.
Babalola. W. Adeyemo (2003), Hospitality Marketing. Bidemi Osunbiyi (1999), Advertising principles and practice. Lagos: Zedekayat Press
Ltd. Bitel, Lester Robert and Ramsey, Jackson Eugene (1995), Encyclopedia of
professional management. Fourth Grolier Grolier international Danbury Connecticut.
Bruce D. Bowen and Herbert F. Weisberg (1980), An introduction To Data Analysis,
San Francisco, W.H. freeman and company.
iv
Coln Silverthorne, Harmut Fischer and David Fox (1980), The when and How of Statistics, Campaign, Illionois, stipes publishing company.
Doghudje Chris (1985), Advertising in Nigeria perspective. Lagos Zus Bureau. Ebue Bona (1995) Marketing Communication. Pine-post, Meteson and Co.
Publishers Enugu. Ehikwe Andrew Egede (2000), Advertising and other promotional strategies, Op. Cit. Emmanuel Emordi (1984). Business Times, Nov – Dec 13, 1984. Hillary Sandorel (1984), Administrator of Small Business. Hornby, A.S. (1980), Oxford Advanced Learner’s Dictionary of current English. James Ferguson (1984), Advertising on the price of consumer product. Joe Ibanga, (1981), Guide on Test and measurement for Teachers and students,
Calabar, paico Press and Book Ltd. Kotler Philip (1993) Marketing Management: Analysis, Planning and Control 7th
edition London. Prentice Hall. Kazumier J.L. (1976), Business Statistices, Sachavam’s outline series.Mc Graw Hill
Book company. Kotler Philip (1993), Marketing management: Analysis planning and control (7th ed)
London: Prentice Hall. L.E. Daniel (1984), Advertising In Nigeria. McCarthy, E. Jerome (1982), Essentials of marketing, Homewood, Illionois. Nwosu, I.E. (1990), mass communication and Nation Development – perspective on
the communication Environment of Development in Nigeria. Nwosu, I.E. (2001), marketing communication management, An integrated
Approach. Nwosu, I.E (2001), marketing communication management and media (principles,
practice and strategies): An integrated Approach. Nwosu I.E. (2001). marketing communication management and media: An integrated
Approach. Nwosu, I.E. (2001), marketing communication management and media. Ogbechie, Chris (1984), Advertising and the Nigeria problems, project, And
challenges. Advertising In Nigeria, Nov. 1983.
iv
Okigbo, Charles (ed) (1990), Marketing Politics: Advertising Strategies and Tactics.
Lagos: APCON Publication. Olakunori (2000) Transportation Management. Orji, J. (1999), Business Research methodology, Enugu meteson publicity company. Osuala E. C. (1982), introduction to Research Methodology Onitsha, Nigeria, Feb.
publishers Ltd. Robert Sommer and Barbara B. Sommer (1980), A practical Guide to Behavioural
Research: Tools and Techniques, New York, Oxford University Press. Udeagha A.O. (1999) Principles and Processes of Marketing. Jamoe Enterprises
(Nigeria).
iv
APPENDIX I
Department of Marketing University of Nigeria Enugu Campus. 18th March 2008 Dear Sir/Madam,
RESEARCH QUESTIONNAIRE ON THE PROMOTIONAL PROBLEMS EXPERIENCED IN HOSPITALITY INDUSTRY (A STUDY OF SELECTED HOTELS
IN ENUGU URBAN) The attached questionnaire is designed to examine the promotional problems experienced in hospitality industry. The questionnaires have been put up in order that relevant and up-to-date information has been supplied by you as to assist me to complete this research work expeditiously. It is purely an academic exercise and as such, I wish to assure you that all information supplied herein will be treated confidentially and will not be used for any other purpose in any form other than the one stated above. Kindly complete honestly and to the best of your knowledge. Thanks for your co-operation. Yours faithfully, IVUANYI OLIVER CHIBUZO Student.
(PG/MBA/06/46208)
INSTRUCTION Please tick as appropriate. 1. Sex
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(a) [ ] (b) Female [ ] 2. Age (a) 20 – 30 [ ] (b) 30 – 40 [ ] (c) 40 – 50 [ ] (d) 50 and above [ ] 3. Marital Status: (a) Single [ ] (b) Married [ ] (c) Divorced [ ] (d) Widowed [ ] 4. Educational Qualification. (a) WASC/GCE [ ] (b) NCE/OND [ ] (c) BSC/HND [ ] (d) MBA/MSC and above [ ] 5. Status at work/profession. (a) Hotel Proprietor [ ] (b) Hotel Manager [ ] (c) Hotel Supervisor [ ] (d) Civil Servant [ ] 6. Do you work in the media? Radio [ ] TV [ ] Others Specify ___________ 7. Do you patronize hotels? (a) Heavily [ ] (b) Occasionally (c) Not at all [ ] 8. If your answer in 7 is (a) or (b), are you always satisfied with the service you
get? Yes [ ] (b) No [ ] 9. In your opinion are you satisfied with the quality of advertising the hotels carry
out? (a) Fairly satisfied [ ] (b) Partially satisfied [ ] (c) Not Satisfied [ ] 10. With the assumption that you reside in Enugu State, what is your assessment
of the hotels in Enugu Urban? (a) Standard [ ] (b) Below Standard (c) Poor (d) Specify _____________________ 11. Do you know of hotel workers are given special training for their work? (a) Yes [ ] (b) No [ ] (c) Specify _______ 12. Indicate or suggest how to recruit workers for hotel jobs.
iv
(a) Specify_________________________________ 13. Should hotels employ special workers for their services? (a) Specify ________________________________ 14. Do you know if hotel advertising/promotion can assist hotels in their business? (a) Yes [ ] (b) No [ ] (c) No Idea (d) Specify ______________________ 15. If your answer in 14 above is yes, are there any problems. (a) Yes [ ] (b) No [ ] 16. If your answer in 15 above is yes, what are these problems. Please, specify _______________________________ 17. Do hotel belong to any association? If yes, what is the association called and
what does the association do for the hotels? 1.___________________________________________ 2.___________________________________________ 18. How often do hotels carryout enlightenment programmes to create awareness
to the public about their services? Specify ______________________________________ 19. Indicate the type of training given to your hotel staff. Tick one only. (a) On the job training [ ] (b) Periodic course (c) Seminar/Workshop [ ]
(d) None of the above [ ] (e) Specify ________________________________
20. The government of Enugu State derived some benefits from the activities of
hotels in Enugu Urban. (a) Yes [ ] (b) No [ ] (c) Please specify 1.______________________________________ 2.______________________________________
iv
21. How can you explain the impact of hotel promotion/advertising towards the advancement and growth of hotel business?
Specify ______________________________________ 22. In your view have the hotels in Enugu Urban carried out adequate
promotion/advertising. (a) Yes [ ] (b) No [ ] Please, specify below:-
1. ________________________________________ 2. ________________________________________
3. ________________________________________
4. ________________________________________
23. What are your observed shortcomings as regards hotels
promotion/advertising?
Please specify:-
1. ________________________________________ 2. ________________________________________
24. In your opinion, do you think that hotels actually provide all the services they
advertise? 1. __________________________________________
3. __________________________________________ 25. What do you think hotels will suffer without getting involved in hotel
promotion/advertising?
1. _________________________________________ 2. _________________________________________
26. Do you think that hotel promotion/advertising will help in the growth,
awareness and patronage of hotel business? Specify ______________________________________
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27. Hotels offer facilities and other social amenities to the public. In your opinion, do you think that hotels are doing enough?
Please specify.
1. _________________________________________ 2. _________________________________________
28. Does the government offer any kind of encouragement to the proprietors of
hotel business? Please specify:-
1. _________________________________________ 2. _________________________________________
29. In your view, is it possible for the media houses to offer reduced prices to
hotels? (a) Yes [ ] (b) No [ ] If your answer is No, Please, specify.
1. _________________________________________ 2. _________________________________________
30. What recommendations should you offer to hotel proprietors and their workers
in order to make hotel business more beneficial to both the proprietors, their staff and the entire public including the media houses who undertake the jobs of advertising for the hotels?
1. ________________________________________ 2. ________________________________________
3. ________________________________________
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