MARKETING STRATEGY IN THE HOTEL INDUSTRY
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
- Reference Style: APA
- Recommended for : Student Researchers
- NGN 3000
ABSTRACT
The purpose of this study was to establish the relationship between marketing strategies and performance of hotels in Abuja. Specifically, the aim was to determine the effect of market penetration strategy, evaluate the influence of diversification strategy, establish the influence of market development strategy and determine the effect of product development on performance of large hotels. The population comprised of all the large hotels in Abuja registered and licensed by the Tourism Regulatory Authority. Only five and four star hotels based in Abuja were studied. This made a total of 30 hotels. Descriptive, correlation and regression analysis were used and results presented in tables and figures. The findings obtained revealed that the most adopted penetration strategy was penetration pricing on services, the most adopted marketing strategy was making hotel brand visible to the niche market, most adopted product development strategy was existence of promotion strategies while diversification adopted to the largest extent was maintaining of strong customer relationship. On the relationship that existed between the study variables, product development strategies, market development strategies and penetration strategies had a positive relationship implying that the marketing strategies application positively influenced performance of hotels. Multiple regression analysis obtained a positive coefficient of correlation implying that product development strategies, diversification strategies, market development strategies and penetration strategies had a positive effect on organization performance. The study concluded that marketing strategies positively affects performance of large hotels in Abuja. Product development strategies, diversification strategies, market development strategies and penetration strategies were concluded to be strategies adopted by the hotels and improved hotel performance. The study also established that the marketing strategies have a significant positive relation with the performance of the large hotels.The study recommends that the implementation process of these marketing strategies should be given top priority during the strategy formulation process to enhance performance of hotels.
Related Project Materials
EXPLORING THE EFFECTS OF EARLY CHILDHOOD EDUCATION ON SPATIAL AWARENESS
ABSTRACT: This study Explored the Effects of Early Childhood Education on Spatial Awareness. The objectives...
LEAD CONTENT OF SOME FOOD ITEMS SOLD BY HAWKERS IN ZARIA METROPOLIS
ABSTRACT
This study determined lead concentrations in seven types of food sold by hawkers in Zaria and environs. Lead is a heavy metal th...
MANAGEMENT AND USE OF LEGAL DEPOSIT MATERIALS BY LIBRARIES FOR EFFECTIVE USER SUPPORT IN THE NATIONAL LIBRARY OF NIGERIA
Background Of The Study
Different libraries exist for different purposes. These purposes include function, type of users...
CHARACTER TRAITS (TOUGH MINDNESS AND AGGRESSION) AND STRESS AS PREDICTORS OF ALCOHOL USE AMONG POLICE OFFICERS IN IBADAN METROPOLIS
ABSTRACT
The study is geared towards exploring some predicting variables of alcohol use among police officers in Nigeria...
EVALUATION OF ICT-BASED INFORMATION RESOURCES AND SERVICES UTILIZATION IN PRIVATE UNIVERSITY LIBRARIES IN ENUGU STATE, NIGERIA
EXCERPT FROM THE STUDY
The availability of information and communication technology (ICT) facilities i...
CHANGE MANAGEMENT IN THE LIBRARY ENVIRONMENT FOR ORGANIZATIONAL RENEWAL
EXCERPT FROM THE STUDY
All organizations irrespective of their size exist in an ever changing environment and &nbs...
THE ROLE OF INFORMATION SYSTEMS IN DECISION-MAKING PROCESSES
THE ROLE OF INFORMATION SYSTEMS IN DECISION-MAKING PROCESSES
Abstract: This study aimed to explor...
THE ASSESSMENT OF CREDIT ACCESSIBILITY TO SMALL AND MEDIUM SCALE ENTERPRISES (SMES) IN NIGERIA
BACKGROUND OF THE STUDY
The dynamic role of Small and Medium Scale Enterprises (SMEs) as engine of grow...
THE IMPACT OF ADVERTISING ON THE DEVELOPMENT OF THE MEDIA
BACKGROUND OF THE STUDY
Advertising has been defined as “a powerful communication force and a vital marketing tool...
EVALUATION OF NOOTROPIC ACTIVITY OF METHANOL STEM EXTRACT OF PARQUETINA NIGRESCENS AFZEL IN MICE
ABSTRACT
Parquetina nigrescens is a plant with numerous ethnomedicinal uses in African traditional medicine practice. In the South Wester...
