0704-883-0675     |      dataprojectng@gmail.com

GUERRILLA MARKETING FOR IMPROVING PERFORMANCE OF MARKETING OF HOTEL SERVICES IN NIGERIA

  • Project Research
  • 1-5 Chapters
  • Quantitative
  • Simple Percentage
  • Abstract : Available
  • Table of Content: Available
  • Reference Style: APA
  • Recommended for : Student Researchers
  • NGN 5000

ABSTRACT

The concept of Guerrilla marketing subsumes a set of different innovative and creative approach to marketing in today’s marketplace warfare. It aims principally at gaining large effect with a small budget through surprise and diffusion effects. Although the instruments are more and more often applied by today’s practitioners, there is barely scientific discussion about the concept. Therefore, this paper describes the evolution, philosophers’, principles of the concept and current understanding of guerrilla marketing among Hotel entrepreneurs in Imo State, as an attempt to gaining attention of a large number of consumers at relatively low cost by means of surprise effect and diffusion effect. The study highlights how different guerrilla instruments like internal, ambient, sensation, viral, buzz marketing try to evoke these effects. The study uses empirical evidence to discuss the application of the GM principles as found in the sample of 40 Hotels in Imo State. The results shows that the Hotel entrepreneurs’ use of guerrilla marketing weapons is consistent with literature, but are not known by some of these academic names. They all agreed that they cannot survive the larger competitors and rough economic life in Nigeria, without resorting to guerrilla marketing. The study recommends Guerrilla Marketing for the marketing of Hotel services in Nigeria. Guerrilla marketing surprises you and is therefore striking. It all comes together in one:  “impact”. Guerrilla marketing means impact, and that is what today marketplace needs.




FIND OTHER RELATED TOPICS


Related Project Materials

Development of an AI-Powered Bioinformatics Tool for Predicting Drug Resistance in Tuberculosis: A Case Study of University of Maiduguri, Borno State

Background of the Study
Tuberculosis (TB) remains a significant global health threat, particularly in regions with high di...

Read more
The Role of Community Radio in Promoting Cultural Heritage: A Descriptive Study of Birnin Kebbi Local Government Area, Kebbi State

Background of the Study
Community radio stations play an essential role in fostering local communication, promoting cultura...

Read more
An Investigation of the Role of Virtual Reality in Enhancing Practical Engineering Education in Federal Polytechnic, Bida, Niger State

Background of the Study
The integration of virtual reality (VR) technology into educational settings has revolutionized th...

Read more
The influence of corporal punishment on students’ discipline in secondary schools in Bida LGA, Niger State

Background of the Study
Corporal punishment has long been a controversial disciplinary measure in educational institutions...

Read more
The Role of Government Accounting in Managing PPP Infrastructure Projects in Nigeria: A Case Study of Abuja-Kaduna Railway

Background of the Study
The Abuja-Kaduna Railway project is one of the key infrastructure developments undertaken under a P...

Read more
THE EFFECTS OF REGIONAL INTEGRATION ON ECONOMIC GROWTH IN ECOWAS COUNTRIES

ABSTRACT

This study examined the effects of regional integration on economic growth of ECOWAS member countries from 2010...

Read more
SECONDARY SCHOOLS MANAGEMENT: PROBLEMS AND CHALLENGES

ABSTRACT 

This work is on the secondary school management challenges on the Esan West Local govern...

Read more
An assessment of the influence of geopolitical factors on small-scale enterprises in Lafia Local Government Area, Nasarawa State

Background of the Study
Small-scale enterprises (SSEs) play a crucial role in the economic development of Nigeria, providing employment and...

Read more
Design and Implementation of an Interactive 3D Construction Safety Training System in Minna, Niger State

Background of the Study
The construction industry is one of the most hazardous sectors, and ensuring the safety of workers...

Read more
ASSESSMENT OF REPRODUCTIVE HEALTH KNOWLEDGE AMONG STUDENTS IN COLLEGES OF EDUCATION IN NIGERIA

ABSTRACT

The purpose of this study was to assess knowledge of reproductive health (RH) among students in Colleges of Education in North E...

Read more
Share this page with your friends




whatsapp