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
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...
THE IMPACT OF EDUCATIONAL FACILITIES ON THE ACADEMIC PERFORMANCE OF STUDENTS IN SENIOR SECONDARY SCHOOLS IN LAGOS STATE
EXCERPT FROM THE STUDY
- 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 moreDESIGN 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 moreTHE 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 moreEVALUATION 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 moreIMPACT 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 moreTHE 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 moreIMPACT 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 moreTHE IMPACT OF DIVIDEND POLICY ON EMPLOYEE MOTIVATION
Abstract: THE IMPACT OF DIVIDEND POLICY ON EMPLOYEE MOTIVATION
Objective: This study a...
Read more
