EFFECTS OF PUBLIC RELATIONS ON HOTEL MANAGEMENT

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Background of the Study

Because of the growing level of competition in the business world in recent years, companies have been forced to become more price and cost conscious. This has led to a shift in the promotion mix, with a greater emphasis being placed on the use of promotion tools that are more cost effective in their ability to reach customers. Because of the growing amount of noise in the media and the changing nature of the competition, companies have been compelled to adopt new strategies when organizing promotional activities in order to attract and retain customers. In order to accomplish this goal, a corporation has to earn and keep a significant degree of trust in the eyes of its clients. At the same time, contemporary marketing has been accused of spending greater amounts of resources in their promotion activities, which has resulted in goods and services that have higher pricing for the client.

Public relations are one of the most useful tools that have been steadily rising in prominence in recent years. Public relations facilitates the development of reciprocal relations between a company and its clients, which in turn contributes to an improvement in the overall performance of the business. It has a strong reputation for being trustworthy and efficient with regards to cost. Williams (2016) stated that. A variety of instruments, all of which have their place in the realm of marketing communication, may be used to facilitate communication between a business and its clients (also known as promotion). Activities relating to public relations are an essential component of this combination (Armstrong, 2013). Organizations use promotion as a means of communicating with consumers about their product offerings and as a means of ensuring customers are aware of all of the items that are offered to them (Rowley, 2018). According to Kotler (2014), promotion may be described as the communication actions that are intended to educate, convince, or remind the target market about the existence of a product and the advantages it provides. Promotion encompasses all methods of communication that are able to convey an intended message to a specific audience. It is considered a direct kind of penetration that is reliant on external incentives rather than the intrinsic advantages of the product itself. According to Boyd et al. (2018), the promotion strategy is "a regulated and integrated program of communication means and materials meant to expose the organization and its goods to consumers and to contribute to long-run profit." Advertising, sales promotion, personal selling, and public relations are the four primary components that are used in the process of developing the promotion campaigns.

The promotion of interest in a product or service via public relations is done without payment. Public relations, commonly known as PR, are a collection of communication strategies that are intended to build and sustain positive relations between an organization and its many publics. These strategies are built as a set (jefkins,2013). According to BeaversMoss (2001), public relations (PR) is a kind of communication that effectively supports and adapts to the many different aspects of an organization's advertising strategy. There is a clear distinction between public relations and advertising, despite the fact that the former helps to improve the latter's constituent parts. Advertising is in charge of the organization's overall message and is responsible for building visibility, whilst public relations are responsible for reaching in and lending the advertising message legitimacy and trust. While marketing helps to establish a brand, public relations helps to spread awareness of that brand. The problem is that while public relations and marketing are two sides of the same coin, in many businesses the two disciplines are not integrated properly. There is often also a difficulty to differentiate when marketing leaves off and public relations begins. If members of the community are polled about five competitors in the same industry, and none of them name your company, it's likely that your rivals are doing a better job of public relations than you are (Lynn, 2012) Public relations (PR) is one of the marketing communication disciplines that encompasses the widest variety of activities and sub-disciplines, and its primary purpose is to disseminate information about corporations and their brands. PR has evolved from an endeavor centered on selling things to a function acting as a consultant to corporations. As a consequence of this, public relations operations might be categorized as long-term choices for brand growth (Barnes&Schultz,2019). Over the course of the previous decade, communication with audiences who are seen as being vital to an organization has evolved into a primary emphasis of the company's overall strategy (Dolphin, 2014). Companies strive to cultivate positive relations with their shareholders, as well as with their suppliers, distribution networks, and end users of their products. Organizations that are external to the company, such as trade and professional groups as well as local chambers of commerce, are examples of other companies that a company may aim to exert influence on. Additionally, the organization is required to maintain positive relations with publishing industry journalists and representatives from a variety of publishing houses (Holloway & Robinson, 2014). According to wells et al. (2013), public relations is a management function that is conducted by a diverse group of organizations. These organizations include companies, governments, non-profit organizations, the educational system, labor unions, politicians, organized sports, and the media. In order to successfully manage the organization's image and reputation, their objective is to cultivate favorable connections with the numerous publics the company interacts with. Its publics might be people from the outside, such as clients, members of the news media, investing communities, the general public, or even governments; or they could be people from the inside, such as shareholders and employees. The researcher has a strong interest in doing research on how public relations (PR) techniques contribute to the management of hotels in Nigeria. This is due to the fact that PR is done by a diverse variety of organizations and companies.

1.2 Statement Of The Problem

Previous studies have shown that public relations is one of the most significant aspects to consider when formulating a marketing strategy for the hotel industry (Mckay, 2012). The nature of the company, which requires high levels of trust, explains why it is important to pay attention to public opinion in order to achieve financial success. The hotels should make heavy use of PR efforts since this is the most effective instrument they have to monitor and regulate public opinion. Recent research has also shown that the hotel industry has been caught up in a bad trend regarding reputation, which might have been averted by engaging in activities related to public relations (PR). Comparisons are difficult to make in the hotel industry since the services that are offered are, for the most part, comparable to one another. Because of this, credibility and worth are mostly derived from the reputation of the institution. It has also been said that a hotel's reputation is the single most valuable asset it has (Beavers-Moss, 2015). According to Dolphin (2014), the study of corporate reputation is a rapidly expanding field that is unmistakably increasing relevance for management and academics. However, the significance of public relations operations in the hotel industry is not consistently stated in the research that has been done to far. However, preliminary research revealed that no one has investigated the impact of public relations activities on the management of hotels in the state of Asaba, Delta. This is despite the fact that certain PR activities in hotels have been the subject of international research in a variety of countries. As a result, the purpose of this research is to fill in the gap.

1.3 Objectives Of The Study

The overall aim of this study is to critically examine the effects of public relations on hotel management. Hence, the study will be channeled to the following specific objectives;

1. Determine whether there is a significant relationship between public relations and effective hotel management.
2. Ascertain whether the public relations strategies utilized in the hotel has contributed to the effective management of the organization.
3. Determine if there is a significant correlation between public relations and the management of the hotel’s relationships with various internal stakeholders of the organization.
4. Identify the public relation tools utilized in the management of the hotel.

1.4 Research Questions

The study will be guided by the following questions;

1. Is there any significant relationship between public relations and effective hotel management?
2. Has the public relations strategies utilized in the hotel contributed to the effective management of the organization?
3. Is there any significant correlation between public relations and the management of the hotel’s relationships with various internal stakeholders of the organization?
4. What are the public relation tools utilized in the management of the hotel?

1.5 Research Hypotheses

In the course of this study, the following statements will be validated;

H01: There is no significant relationship between public relations and effective hotel management.

H02: There is no significant correlation between public relations and the management of the hotel’s relationships with various internal stakeholders of the organization.

1.6 Significance Of The Study

Academically, the study is necessary for academicians to generate ideas, principles, models, theories, concepts, and constructions that aid in the categorization and expansion of the body of knowledge in public relations. The study's results are significant for public relations practitioners and the Nigeria Public Relations Association (NPRA) to comprehend the issues encountered by the profession and, as a result, identify credible solutions to enhance the profession's and the association's growth.

The research is especially significant to the dominating coalition or management of hotels, particularly hotels in Asaba, for their knowledge and awareness of the relevance of public relations to the hotel's development and performance.

1.7 Scope Of The Study

This study is structured to generally examine the effects of public relations on hotel management. However, the study will further determine whether there is a significant relationship between public relations and effective hotel management, ascertain whether the public relations strategies utilized in the hotel has contributed to the effective management of the organization, determine if there is a significant correlation between public relations and the management of the hotel’s relationships with various internal stakeholders of the organization, and identify the public relation tools utilized in the management of the hotel.

This study will be carried out in Asaba Delta State, and will comprise 6 selected hotels in the city.

1.8 Limitation Of The Study

Like in every human endeavour, the researcher encountered slight constraints while carrying out the study. Insufficient funds tend to impede the efficiency of the researcher in sourcing for the relevant materials, literature, or information and in the process of data collection, which is why the researcher resorted to a limited choice of sample size. More so, the researcher simultaneously engaged in this study with other academic work. As a result, the amount of time spent on research will be reduced.

Moreover, the case study method utilized in the study posed some challenges to the investigator including the possibility of biases and poor judgment of issues. However, the investigator relied on respect for the general principles of procedures, justice, fairness, objectivity in observation and recording, and weighing of evidence to overcome the challenges.

1.9 Definition Of Terms

Public Relation: This is a management discipline, which is a change from the traditional view of PR as mainly a communication activity.

1.10 Organisations of the Study

The study is categorized into five chapters. The first chapter presents the background of the study, statement of the problem, objective of the study, research questions and hypothesis, the significance of the study, scope/limitations of the study, and definition of terms.

The chapter two covers the  review of literature with emphasis on conceptual framework, theoretical framework,  and empirical review. Likewise, the chapter three which is the research methodology, specifically covers the research design, population of the study,  sample size determination,  sample size, and selection technique and procedure, research instrument and administration, method of data collection, method of data analysis, validity and reliability of the study, and ethical consideration. The second to last chapter being the chapter four presents the data presentation and analysis, while the last chapter(chapter five) contains the summary, conclusion and recommendation.

 

Background of the Study

Because of the growing level of competition in the business world in recent years, companies have been forced to become more price and cost conscious. This has led to a shift in the promotion mix, with a greater emphasis being placed on the use of promotion tools that are more cost effective in their ability to reach customers. Because of the growing amount of noise in the media and the changing nature of the competition, companies have been compelled to adopt new strategies when organizing promotional activities in order to attract and retain customers. In order to accomplish this goal, a corporation has to earn and keep a significant degree of trust in the eyes of its clients. At the same time, contemporary marketing has been accused of spending greater amounts of resources in their promotion activities, which has resulted in goods and services that have higher pricing for the client.

Public relations are one of the most useful tools that have been steadily rising in prominence in recent years. Public relations facilitates the development of reciprocal relations between a company and its clients, which in turn contributes to an improvement in the overall performance of the business. It has a strong reputation for being trustworthy and efficient with regards to cost. Williams (2016) stated that. A variety of instruments, all of which have their place in the realm of marketing communication, may be used to facilitate communication between a business and its clients (also known as promotion). Activities relating to public relations are an essential component of this combination (Armstrong, 2013). Organizations use promotion as a means of communicating with consumers about their product offerings and as a means of ensuring customers are aware of all of the items that are offered to them (Rowley, 2018). According to Kotler (2014), promotion may be described as the communication actions that are intended to educate, convince, or remind the target market about the existence of a product and the advantages it provides. Promotion encompasses all methods of communication that are able to convey an intended message to a specific audience. It is considered a direct kind of penetration that is reliant on external incentives rather than the intrinsic advantages of the product itself. According to Boyd et al. (2018), the promotion strategy is "a regulated and integrated program of communication means and materials meant to expose the organization and its goods to consumers and to contribute to long-run profit." Advertising, sales promotion, personal selling, and public relations are the four primary components that are used in the process of developing the promotion campaigns.

The promotion of interest in a product or service via public relations is done without payment. Public relations, commonly known as PR, are a collection of communication strategies that are intended to build and sustain positive relations between an organization and its many publics. These strategies are built as a set (jefkins,2013). According to BeaversMoss (2001), public relations (PR) is a kind of communication that effectively supports and adapts to the many different aspects of an organization's advertising strategy. There is a clear distinction between public relations and advertising, despite the fact that the former helps to improve the latter's constituent parts. Advertising is in charge of the organization's overall message and is responsible for building visibility, whilst public relations are responsible for reaching in and lending the advertising message legitimacy and trust. While marketing helps to establish a brand, public relations helps to spread awareness of that brand. The problem is that while public relations and marketing are two sides of the same coin, in many businesses the two disciplines are not integrated properly. There is often also a difficulty to differentiate when marketing leaves off and public relations begins. If members of the community are polled about five competitors in the same industry, and none of them name your company, it's likely that your rivals are doing a better job of public relations than you are (Lynn, 2012) Public relations (PR) is one of the marketing communication disciplines that encompasses the widest variety of activities and sub-disciplines, and its primary purpose is to disseminate information about corporations and their brands. PR has evolved from an endeavor centered on selling things to a function acting as a consultant to corporations. As a consequence of this, public relations operations might be categorized as long-term choices for brand growth (Barnes&Schultz,2019). Over the course of the previous decade, communication with audiences who are seen as being vital to an organization has evolved into a primary emphasis of the company's overall strategy (Dolphin, 2014). Companies strive to cultivate positive relations with their shareholders, as well as with their suppliers, distribution networks, and end users of their products. Organizations that are external to the company, such as trade and professional groups as well as local chambers of commerce, are examples of other companies that a company may aim to exert influence on. Additionally, the organization is required to maintain positive relations with publishing industry journalists and representatives from a variety of publishing houses (Holloway & Robinson, 2014). According to wells et al. (2013), public relations is a management function that is conducted by a diverse group of organizations. These organizations include companies, governments, non-profit organizations, the educational system, labor unions, politicians, organized sports, and the media. In order to successfully manage the organization's image and reputation, their objective is to cultivate favorable connections with the numerous publics the company interacts with. Its publics might be people from the outside, such as clients, members of the news media, investing communities, the general public, or even governments; or they could be people from the inside, such as shareholders and employees. The researcher has a strong interest in doing research on how public relations (PR) techniques contribute to the management of hotels in Nigeria. This is due to the fact that PR is done by a diverse variety of organizations and companies.

1.2 Statement Of The Problem

Previous studies have shown that public relations is one of the most significant aspects to consider when formulating a marketing strategy for the hotel industry (Mckay, 2012). The nature of the company, which requires high levels of trust, explains why it is important to pay attention to public opinion in order to achieve financial success. The hotels should make heavy use of PR efforts since this is the most effective instrument they have to monitor and regulate public opinion. Recent research has also shown that the hotel industry has been caught up in a bad trend regarding reputation, which might have been averted by engaging in activities related to public relations (PR). Comparisons are difficult to make in the hotel industry since the services that are offered are, for the most part, comparable to one another. Because of this, credibility and worth are mostly derived from the reputation of the institution. It has also been said that a hotel's reputation is the single most valuable asset it has (Beavers-Moss, 2015). According to Dolphin (2014), the study of corporate reputation is a rapidly expanding field that is unmistakably increasing relevance for management and academics. However, the significance of public relations operations in the hotel industry is not consistently stated in the research that has been done to far. However, preliminary research revealed that no one has investigated the impact of public relations activities on the management of hotels in the state of Asaba, Delta. This is despite the fact that certain PR activities in hotels have been the subject of international research in a variety of countries. As a result, the purpose of this research is to fill in the gap.

1.3 Objectives Of The Study

The overall aim of this study is to critically examine the effects of public relations on hotel management. Hence, the study will be channeled to the following specific objectives;

1. Determine whether there is a significant relationship between public relations and effective hotel management.
2. Ascertain whether the public relations strategies utilized in the hotel has contributed to the effective management of the organization.
3. Determine if there is a significant correlation between public relations and the management of the hotel’s relationships with various internal stakeholders of the organization.
4. Identify the public relation tools utilized in the management of the hotel.

1.4 Research Questions

The study will be guided by the following questions;

1. Is there any significant relationship between public relations and effective hotel management?
2. Has the public relations strategies utilized in the hotel contributed to the effective management of the organization?
3. Is there any significant correlation between public relations and the management of the hotel’s relationships with various internal stakeholders of the organization?
4. What are the public relation tools utilized in the management of the hotel?

1.5 Research Hypotheses

In the course of this study, the following statements will be validated;

H01: There is no significant relationship between public relations and effective hotel management.

H02: There is no significant correlation between public relations and the management of the hotel’s relationships with various internal stakeholders of the organization.

1.6 Significance Of The Study

Academically, the study is necessary for academicians to generate ideas, principles, models, theories, concepts, and constructions that aid in the categorization and expansion of the body of knowledge in public relations. The study's results are significant for public relations practitioners and the Nigeria Public Relations Association (NPRA) to comprehend the issues encountered by the profession and, as a result, identify credible solutions to enhance the profession's and the association's growth.

The research is especially significant to the dominating coalition or management of hotels, particularly hotels in Asaba, for their knowledge and awareness of the relevance of public relations to the hotel's development and performance.

1.7 Scope Of The Study

This study is structured to generally examine the effects of public relations on hotel management. However, the study will further determine whether there is a significant relationship between public relations and effective hotel management, ascertain whether the public relations strategies utilized in the hotel has contributed to the effective management of the organization, determine if there is a significant correlation between public relations and the management of the hotel’s relationships with various internal stakeholders of the organization, and identify the public relation tools utilized in the management of the hotel.

This study will be carried out in Asaba Delta State, and will comprise 6 selected hotels in the city.

1.8 Limitation Of The Study

Like in every human endeavour, the researcher encountered slight constraints while carrying out the study. Insufficient funds tend to impede the efficiency of the researcher in sourcing for the relevant materials, literature, or information and in the process of data collection, which is why the researcher resorted to a limited choice of sample size. More so, the researcher simultaneously engaged in this study with other academic work. As a result, the amount of time spent on research will be reduced.

Moreover, the case study method utilized in the study posed some challenges to the investigator including the possibility of biases and poor judgment of issues. However, the investigator relied on respect for the general principles of procedures, justice, fairness, objectivity in observation and recording, and weighing of evidence to overcome the challenges.

1.9 Definition Of Terms

Public Relation: This is a management discipline, which is a change from the traditional view of PR as mainly a communication activity.

1.10 Organisations of the Study

The study is categorized into five chapters. The first chapter presents the background of the study, statement of the problem, objective of the study, research questions and hypothesis, the significance of the study, scope/limitations of the study, and definition of terms.

The chapter two covers the  review of literature with emphasis on conceptual framework, theoretical framework,  and empirical review. Likewise, the chapter three which is the research methodology, specifically covers the research design, population of the study,  sample size determination,  sample size, and selection technique and procedure, research instrument and administration, method of data collection, method of data analysis, validity and reliability of the study, and ethical consideration. The second to last chapter being the chapter four presents the data presentation and analysis, while the last chapter(chapter five) contains the summary, conclusion and recommendation.

 

 

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