0704-883-0675     |      dataprojectng@gmail.com

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.

 

 




FIND OTHER RELATED TOPICS


Related Project Materials

INVESTIGATION OF TAX EVASION AND AVOIDANCE AND ITS EFFECT ON NIGERIAN ECONOMY

 INTRODUCTION

A well-organized society, such as a country or state government, owes some basic res...

Read more
THE IMPACT OF EDUCATIONAL FACILITIES ON THE ACADEMIC PERFORMANCE OF STUDENTS IN SENIOR SECONDARY SCHOOLS IN LAGOS STATE

EXCERPT FROM THE STUDY

  1. Educational facilities such as school libraries, Instructional materials, adequate classr...

    Read more
    THE IMPACT OF LIFELONG LEARNING POLICIES ON VOCATIONAL WORKFORCE READINESS

    Abstract: The impact of lifelong learning policies on vocational workforce readiness is cri...

    Read more
    DESIGN AND IMPLEMENTATION OF A COMPUTER BASED LOAN SCHEME MANAGEMENT SYSTEM (A CASE STUDY OF HARVARD TRUST BANK ENUGU)

    ABSTRACT

              Organizations like Banks give loan to t...

    Read more
    THE IMPACT OF EXCESSIVE RITUAL THEMES IN NIGERIA HOME VIDEOS

    ABSTRACT

    This study investigates the impact of excessive ritual themes in Nigeria home videos usin...

    Read more
    EVALUATION OF TABLETING PROPERTIES OF NATIVE AND MODIFIED STARCHES, DERIVED FROM SOLENOSTEMON ROTUNDIFOLIUS, AS TABLET BINDER AND DISINTEGRANT

    ABSTRACT

    The aim of this research was to study the tableting properties of Solenostemon rotundifolius starch (SRS) and modified forms for...

    Read more
    IMPACT OF STAFF TRAINING IN THE PRODUCTIVITY OF WORKERS IN PUBLIC SECTOR IN NIGERIA

    ABSTRACT:- Every organization whether public or private, at every instance desires to satisfy the needs of its clients, this will...

    Read more
    THE ROLE OF RADIO IN MOBILIZING ELECTORATE TOWARDS PARTICIPATING IN GOVERNORSHIP ELECTION

    ABSTRACT

    The flexibility of radio makes it a unique tool in reaching diverse audience including those in ru...

    Read more
    IMPACT OF ADULT EDUCATION ON ICT SKILL DEVELOPMENT

    Abstract: This study examines the impact of adult education on ICT skill development, focusing on how continuing education programs enhance te...

    Read more
    THE IMPACT OF DIVIDEND POLICY ON EMPLOYEE MOTIVATION

    Abstract: THE IMPACT OF DIVIDEND POLICY ON EMPLOYEE MOTIVATION

    Objective: This study a...

    Read more
    Share this page with your friends




whatsapp