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PROMOTIONAL PROBLEMS IN HOSPITALITY INDUSTRY

(A STUDY OF SELECTED HOTELS IN ENUGU URBAN)

BY

IVUANYI OLIVER CHIBUZO PG/MBA/06/46208

DEPARTMENT OF MARKETING

FACULTY OF BUSINESS ADMINISTRATION

UNIVERSITY OF NIGERIA ENUGU CAMPUS

JUNE, 2008

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CERTIFICATION

This project is original and has not been submitted in part or in full for any other

Master of Business Administration Degree (MBA) of this or any other University.

…………………… Student

This is to certify that a Master of Business Administration Degree (MBA) student in

Marketing in the Department of Marketing with Reg. No. PG/MBA/06/46208 has

satisfactorily completed this project work in partial fulfillment of the requirements for

the award of MBA in Marketing.

………………………… …………………………….. Dr. Nwaizugbo I.C. Dr. (Mrs.) G.E. Ugwuonah Supervisor Head of Department

DEDICATION

This work is dedicated to the Almighty God and to my daughter Miss. MaryAnn,

Chikaodili Ivuanyi.

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ACKNOWLEDGEMENT

The successful completion of this project work could not have been possible without

the co-operation and assistance of many individuals to whom I am greatly indebted

for their ideas, constructive criticisms and other useful contributions at various stages

of the research work.

I wish to express my deep gratitude to my supervisor, Dr. Nwaizugbo I.C. for

patiently reading through this work, and most importantly for his guidance,

encouragement and useful suggestions.

I wish to thank my daughter Miss. Chikaodili MaryAnn Ivuanyi for her support.

Finally, to the Almighty God for his infinite mercy, inspiration and abundant blessing.

IVUANYI OLIVER .C.

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TABLE OF CONTENTS

Title page ……………………………………………………………....i

Certification…………………………………………………………….ii

Dedication……………………………………………………………..iii

Acknowledgement…………………………………………………….iv

Table of contents……………………………………………………..v

List of tables………………………………………………………….vii

Abstracts………………………………………………………………ix

CHAPTER ONE: INTRODUCTION 1.1 Overview of the Study…………………………………………1

1.2 Statement of Problem…………………………………………3

1.3 Purpose/Objective of the Study……………………………..5

1.4 Research Questions………………………………………….7

1.5 Significance of the Study…………………………………….8

1.6 Scope of the Study……………………………………………9

1.7 Definition of Terms…………………………………………..10

1.8 Limitation of the Study………………………………………11

Reference…………………………………………………….12

CHAPTER TWO: LITERATURE REVIEW

2.1 Introduction………………………………………………….13

2.2 Growth and Development……………………………………23

2.3 The Parties in Advertising……………………………………29

2.4 Advertising and the Society………………………………….30

2.5 Regulatory Control and Professionalism……………………32

2.6 Promotion………………………………………………………34

References……………………………………………………..37

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CHAPTER THREE: RESEARCH DESIGN AND METHODOLOGY 3.0 Introduction……………………………………………………39

3.1 The Research Design……………………………………….39

3.2 Sources of Data……………………………………………..39

3.2.1 Sources of Primary Data…………………………………..40

3.2.2 Sources of Secondary Data……………………………...40

3.3 Instruments for Data Collection…………………………..41

3.3.1 Research Questionnaire………………………………….41

3.3.2 Personal Interviews……………………………………….42

3.4 Research Population and Sample Used………………..42

3.4.1 Research Population……………………………………..42

3.4.2 Determination of Sample Size…………………………..44

3.5 Method of Data Analysis………………………………….47

3.5.1 Analysis of Questionnaire…………………………………..47

3.6 Method of Investigations…………………………………….48

3.7 Validity of Data……………………………………………….49

References……………………………………………………51

CHAPTER FOUR: DATA PRESENTATION, ANALYSIS AND INTERPRETATION 4.0 Introduction……………………………………………………52

4.1 Analysis and Interpretation of Questionnaire……………...54

Table 3.1: Research Population Distribution Schedule

Table 3.2: Analysis of persons in each hotel/group of

Representative Sample

LIST OF TABLES Table 4.1: Data Distributed and Collected………………….54

Table 4.2: Respondents Qualifications…………………….55

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Table 4.3: Occupational Respondents……………………..56

Table 4.4: Respondents’ Positions………………………….57

Table 4.5: Respondents Income Level Per Annum………..58

Table 4.6: Reasons for Patronizing Hotels………………….59

Table 4.7: Why Hotels should Advertise their Business…..60

Table 4.8: Reason for Advertising their Business………….61

Table 4.9: Major means of Advertising………………………62

Table 4.10: Problems in Hotel Promotion/Advertising……….63

Table 4.11: Some Problems/Constraints in Hotel Promotion

Advertising………………………………………….65

Table 4.12: If Hotels in Enugu Advertise their Business

Adequately or not………………………………….67

Table 4.13: Customer’s Awareness and Patronage of

Business do not increase with oral

Advertising..........................................................69

Table 4.14: Hotels in Enugu Urban do not offer all Services

they Advertise………………………………………70

4.2 Test of Hypothesis……………………………………………..71

Reference………………………………………………………74

CHAPTER FIVE: SUMMARY OF FINDINGS, RECOMMENDATIONS AND CONCLUSIONS

5.1 Summary of Findings………………………………………….75

5.2 Recommendations…………………………………………….78

5.3 Conclusions…………………………………………………….80

Bibliography…………………………………………………….81

Questionnaires…………………………………………………84

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ABSTRACT

The need to have standard hotels in Enugu Urban cannot be over-emphasized. This

is because of the part they play in the socio-economic growth of the town.

They assist travelers coming into the city in the provision of comfort and other

facilities to residents of the city.

In order to lend support to the business of these hotels and the entire economy of

the city, these hotels need to apply promotion advertising in the running of their

business in order to create awareness to their present and potential customers.

What this study aims to achieve is to examine the promotional problems experienced

in hospitality industry (A Study of Selected Hotel in Enugu Urban).

A sample size of 480 respondents were randomly selected and was used for the

study.

The following hotels were sampled

1. Home Pride Guest House

2. Zodiac Hotels

3. Crystal Park Hotel

4. First Hotel

5. Presidential Hotel

Based on the data collected and analysed, the following were found.

1. That the establishment of hotel in Enugu urban is a welcome development

because of the socio-economic role played by these hotels to the public.

2. These hotels require and actually make use of advertising in order to create

awareness to the public including their present and potential customers.

3. By the use of advertising, a lot of progress was made by these hotels.

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4. The researcher also found out that so many constraints militated against

hospitality industry such as finance.

5. The researcher did not stop with the finding but went ahead to make

recommendations as what to do to eliminate constraints on hospitality

industry.

6. The researcher concluded the work on an encouraging and hopeful note,

stressing that a lot still stand to be achieved from hospitality industry if and

only when aggressive advertising is embarked upon and the proprietors of

hospitality industry and professionals are given support and encouragement.

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CHAPTER ONE

INTRODUCTION

1.1 OVER VIEW OF THE STUDY

In hospitality industries promotion is a key ingredients in marketing campaign.

Promotion has contributed a lot to boost a better image of both major and minor

hotels in every part of the world. It does communicate to its publics; the type of

services it renders, and also believes in fair deals and considers the interest of its

customers and various publics. Hospitality industries services, pricing, as well as

promotional policies and strategies constitute elements of its promotion – mix.

Hotels provide meals, drinks, attractions, accommodation etc., to the general

public or persons in transit especially people traveling to places where they have

neither their own homes nor any relation to cater for their needs. Such persons will

like to know few things about the hotels in their transitory area. In other words, they

may like to know about available hotels, the categories of such hotels, the room and

suit fares, and the type of food served, the necessary comfort customers are

accorded – with, the game that is both indoor and outdoor games available and

perhaps and other special feature that make such hotels appealing to the sojourners

in transit.

These characteristics of hotels are boosted by promotions of various types in

so many countries of the world. In Nigeria, major hotels live like Sheraton, Eko

Hotels, Federal Palace Hotels, NICON NUGA, to mention just a few of them, have

made impressionable image both nationally and internationally and the praises go to

promotions that have heralded their various characteristics, class placement status

to the public generally. Without promotion, the image of their hotels and their

excellent services would not be so diffused to the public. For instance recently in

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Enugu, some hotels have come up with incentive – type promotions to attract new

terriers, to reward loyal customers and to increase the patronage rates of occasional

users. One of such hotels is Home Pride Guest House situated at number 16 Chime

Avenue, New Haven in Enugu, promoted its hotel as (10%) Ten percent discount

awaits customers that patronizes its hotel superbly built, and lavishly furnished with

ultra-modern guest houses, with about sixteen (16) air conditioned rooms each with

its exclusive toilets, cold/hot shower, stand-by water storage tanks to ensure

uninterrupted water supply; a lounge with well stocked bar and assorted types of

edibles including Chinese foods available; a well cemented car park adorned with

beautiful flowers, and powerful stand-by generators to ensure uninterrupted power

supply.

1.2 STATEMENT OF PROBLEM

The study is aimed at finding the importance as well of promotional problems

experienced in hospitality industries. This is an organization that the principal

objective is to make profit. To realize this objective, the business concern must be

prepared to uphold the marketing concept of the supremacy of the consumer.

Marketing promotion contributes a great deal in upholding the supremacy of the

customers which involves identification and satisfaction of specified needs.

Hospitality industry like hotel-ling is a competitive business and must endeavour to

identify and satisfy customers’ needs to be able to stay in business.

There are some promotional problems in hospitality industry business in Enugu

State. The problems are the factors that hinder promotion of hotel services.

One of such factor is income. The income level of both customers and proprietors

will hinder the work of marketing promotion on hotels. Low income earners, for

example may find it difficult to cope with high prices of hotel services which

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happened as a result of marketing promotion carried out which invariably attracted

high prices on them.

There are also several classes of people in society. We have high class individual

and low class people as well. Those in the high classes are usually enlightened while

those in the lower class are mainly illiterates.

For instance, some advertising messages are produced by professional for high

class people while non-professional produced the type we call below the line

advertising for low class people. Culture consider some advetisement as taboo,

while some people in a special class, like corporation may find it not necessary

advertising their hotel, hence it is only for members.

1.3 PURPOSE/OBJECTIVES OF THE STUDY

The study is aimed at critical analysis of the promotional problems experience

in hospitality industries like hotels.

With the above problem statements, the main purpose or objectives of this research

work will be as follows:-

1. Finding out to what extent the selected hotels in Enugu State have gone in

the application of advertising as one of the tools for marketing promotions

on hospitality industry.

2. Finding out what benefit have accrued to those hotels that applied

advertisement in their business.

3. Knowing what the customers have gained from hotel services because of

the use of promotional element like advertising by the hotels in Enugu

State.

4. Understanding the mode of advertising mostly used by hotels in Enugu

State.

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5. Finding out the problems facing hotels in promoting their businesses in

Enugu State.

6. Determining the effects of those problems on the hotel proprietors, the

customers and the entire hotel business.

7. Finding out how to reduce or eradicate totally the problems militating

against hotel promotions in Enugu State. As we have already noted that a

promotion element like advertising is important in hotel business, we

should also note that hotel promotions have so many problems associated

with it.

For instance, it costs a lot of money to undertake advertising of goods and

services. It is one thing to carry out advertisement by hotel proprietors and

it is another thing for the proprietor to give the customers services that will

eventually ensure customer satisfaction in accordance with what have

been promoted and advertised.

The research therefore will endeavour to find out if the customers are

actually satisfied according to the advertisement made, and if not, the

researcher will try to proffer solutions as to how to eliminate the problems

noticed in hotel promotion.

1.4 RESEARCH QUESTIONS

In pursuance of the above objectives, questions of this nature will be asked by

the researcher.

1. How have these hotel promotions created awareness to present and

potential customers to the hotels?.

2. If any awareness has been created through advertising, how have the

profit margin reflected this awareness?

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3. Are the hotels actually providing the services that they advertise/promote?

If yes, does the patronage measures or reflects the promotion/advertising

input?

4. What are the problems noticed in hotel promotions?

5. What recommendations can be put in place for improved hotel promotion?

RESEARCH HYPOTHESIS

In order to carry out effective research work, the following hypothesis will be

tested as stated below: -

1. Hi: Hotels in Enugu State promote and advertise their business

adequately. Ho: Hotels in Enugu State do not advertise their business

adequately.

2. Ho: Customers awareness and patronage of hotels business do not

increase with hotel promotions/advertising.

Hi: Customers awareness and patronage of hotels business increase with

promotion by hotels.

3. Ho: Hotels in Enugu State do not offer all the services they

promote/advertise.

1.5 SIGNIFICANCE OF THE STUDY

The findings of this study is expected to provide useful information on ways to

reach potential customers, travelers, institutions or corporate customers through

planned promotion.

The significance of this study, therefore, lies on its contribution to the

upgrading of hospitality industry image in general. To create awareness for the

public to patronize this industry as providers of services essential to human life.

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Finally, in the field of academics, the study will stimulate further research into

marketing of hotel, catering services and

hospitality industry as a whole and delivering of quality and competitive services.

1.6 SCOPE OF THE STUDY

The study will cover just some few selected hotels in Enugu Urban. The

researcher meant those businesses which on provision of a fee, lodging facilities and

decent food and drinks are accorded the customer, whether open to the public or

restricted to members of particular organization.

The work will cover the following five hotels situated in Enugu Urban.

1. HOME PRIDE GUEST HOUSE, CHIME AVENUE, NEW HAVEN ENUGU

2. PRESIDENTIAL HOTEL, INDEPENDENCE LAYOUT ENUGU.

3. FIRST HOTEL, OGUI NEW LAYOUT, ENUGU

4. ZODIAC HOTEL, INDEPENDENCE LAYOUT, ENUGU.

5. CRYSTIAL PALACE HOTEL, GRA, ENUGU.

In many occasions, the researcher was denied audience by the very people

whom he had hoped would supply him information. The questionnaire which was

distributed was either returned unanswered or half answered.

The researcher spent much time and money repeating visits to those he distributed

questionnaire to. Many even thought that the interview being sought for was for tax-

purpose and therefore bluntly refused to grant the researcher any opportunity for

interview.

1.7 DEFINITION OF TERMS

Urban – A large city, especially the developed town.

Proprietor – An owner, especially of a shop, hotel, business etc.

Problems – Limits or restrictions from professing.

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This study will be extended to cover the promotional problems experienced in

hospitality industry (A study of few selected hotels in Enugu State).

1.8 LIMITATIONS OF THE STUDY

The researcher met with the following physical and logistical limitations in

addition to the limitations imposed by cost and time.

Bureaucratic Bottleneck

Because of the bureaucratic problems associated with research findings

generally in the country, the researcher was denied access to files and documents

which could have helped with a more quality and reliable work.

Finance:

The researcher spent so much money while sourcing for information which includes

transportation costs etc.

REFERENCES

Babalola W. Adeyemo (2003) Hospitality Marketing.

Bitel, Lester Robert Ramsey, Jackson Eugene (1995),

Encylopedia of Professional Management. Fourth Groiler. Groiler

International, Danbury, Connecticut.

Doughudje Chris (1984), Advertising in Nigeria: The Need for

Advertising in the Nigeria Society.

Hornby, A.S. (1980), Oxford Advanced Learner’s Dictionary of

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Current English. The English Language Book Society and Oxford University

Press. Low Priced Edition, Tenth Impression.

Nwosu, I.E. (2001) Marketing Communications Management

and Media. An Integrated Approach.

Osuala, E.C. (1982), Introduction to Research Methodology,

Onitsha, Nigeria Feb Publishers Ltd.

CHAPTER TWO

LITERATURE REVIEW

2.1 INTODUCTION

This chapter reviewed the work of some writers and at same time views

critically some of those write ups stated below: -

Onyeke, (2001:20) pointed out that some elements of promotion, for instance,

advertising, improves standard of living. According him, every business requires

early study on some process of informing the public of its existence and merits. He

stated that consumers are made to be aware of the availability of numerous

alternative solutions to their problems since it makes no sense to build a better

mouse trap and keep it secret. He opined that the awareness of the availability of

better services pushes the consumers to work hard to earn enough income that will

enable them afford the hitherto “Luxuries”. He equally stated that “without

advertising, people will leave very dull lifestyles and their standard of living would be

static without hope of progress”.

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Therefore, in the same vein, every hotel requires some process of information

and need of informing the general public of its existence and merits. Most

importantly it will not make any difference, if a nice hotel with well skilled and natured

staff, as well as adequate amenities is well built and kept “secret”.

However, it is better to create the awareness to keep the name of the hotel in

the mind of the public so that they can patronize and as well encounter them

repeatedly. This also stimulates impulse purchases by offering small incentives

which automatically differentiates it from realm of other hotels.

Kotler (2001:597) said that “advertising appears effective in increasing the

volume purchased by loyal buyers”.

This promotional element stimulates the sales when the product being promoted or

advertised has good qualities but destroys a bad quality product as well. Hotel

business which has good qualities will be enhanced using advertising and destroyed

if the hotel does not live up to the expectation of the customers. Olakunori

(2000:353) said, that “it is not enough to produce high quality goods without letting

the goods get to the final consumers. Continuing, Okakunori said that, Nigerian

entrepreneurs are now conscious of the fact that they should provide the consumer

with quality product in the places where they are needed and inform the customer

that such a product exists.

In fact, with the nature of economic situation, people have cut back on

marketing expenditure, including sales promotion and advertising. Some have

stopped the idea of advertising while those that believed in advertising as the most

powerful promotional elements still carry some little advertising. For instance, up to

(65) sixty five hotels exists in Enugu and all actually compete for patronage, and that

they cannot do without advertising of some sort.

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Also, Udeagha (1999:213) said that minus advertising and promotions

generally, that brand would be dead. That advertising is known to create brand

image and to promotional elements such as advertising, a hotel can create good

image of itself before the public. Writing further, he remarked that advertising

contributes to the economy by contributing to personal selling and making it cheaper

operation. He equally said that advertising plays an information role. He also went

further to say that advertising helps to raise the standard of living of the masses and

creates awareness. He at this stage considered the role of advertising in the

development of economy with particular reference to its contribution to the

improvement of locally manufactured goods. He stated categorically that advertising

efforts have greatly forced manufacturers to raise the standard of goods and

services.

Conclusively, he stated that it has help immensely, in the employment of

thousands of youths who are citizens in various field of endeavors.

From the above stated, it is clear that a hotel that undertakes advertising will

cut down on the cost of using personal selling like employment of sales people to

take on the activities of the hotel. Any Hotel that undertakes advertising ensures

easy disseminating of useful information and at the same time, customers are

exposed to the numerous hotels in Enugu and they will be in a better position to

choose which one to patronize.

He further stated that advertising is a function which aids business in many

ways. For example; it induces customers to patronize organizations. From this, one

can conveniently say that hotels and hospitality industries in general may advertise

just to inform their prospective customers that they exist and as well states the

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various services they provides which may appeal to their various categories of

patronizers/customers.

In another contribution, (Ogbechie 1984:5) said that, “the Nigerian economy

would not be able to move fast without the promotional element advertising industry

pulling it”. he equally, said that the more there is industrial progress, the more it is

essential to communicate the merits of products or services to the masses in

general.

Ebue (1995:4) opined that Advertising is certainly relevant to Nigerian society.

He said, “Advertising is characterized by sound, colour and the use of print”. That

without this promotional element known as advertising, people may not be aware of

the product or service they need for their family. In fact, the above observation

clearly indicates that advertising promote generally awareness of the availability of a

product or services. It creates preference for products and services by emphasizing

the unique benefits, which they offer to the consumers. Promotions which

advertising is one of it, normally helps to promote freedom of choice. So hotel need

to undertake advertising to indicate the services they offer and special amenities

they have for the benefits of the consuming public. We have a choice.

We do not have a choice of religion unless there are people preaching various

religions. We also, do not have choice of election unless there speakers for variety

of candidates. We equally, do not have a free economy unless there are some ways

in which our alternatives can be brought forcibly to our attention. It is true we are in

short supply situation but we have numerous goods and services which can be

notified to people about their merits, so that they can exercise their freedom of

choice.

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Those who have not given much attention to advertising simply because they

feel they have obtained enough customers, have to know that advertising or

promotion generally apart from seeking for new customers, are also designed to

retain existing customers.

From this, the researcher can say that even if a hotel or hospitality industries

fail to promote and as well advertise to retain the customer in order not to loose it’s

market share. Okigbos (1990) remarked that consumers benefits from the

introduction of advertising because according to him advertising lowers the cost of

information about brand, quality and lowers average price per unit quality, including

samples and alteration costs. He further explained that, the cost of the consumers of

choosing products, by using alternative sources of information in absence of

advertising exceeds the cost of using advertising. Also advertising leads to market

power and provides information. He stated that, the hypothesis that advertising

increases market power assumes that advertising changes tastes, makes demand

less elastic and creates durable brand loyalties that cannot be tested. He further

asserted that the advertising information does not assume that advertising increases

sales because advertised brands are better placed, but explains that consumers are

okay if they are made better by doing so.

In view of the above, one can infer that advertising is a useful venture which

lowers the cost of information about the quantity of hotel services and hospitality

industries in general.

Then, association of industrial advertising wrote that the degree of knowledge,

attitude and awareness are the things for which most advertising programmes aimed

at industries, business, government or the profession are created. They say that the

purpose of such advertising is almost to inform, persuade or to remind. Advertising of

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hotels are aimed at informing, persuading, and reminding customers and prospects

of the existence of the hotel.

According to Wanamaker, (1982) Advertising does not jerk, it pulls if it is

continuous, and it will exert an irresistible force. It is no game for the quitter. It is a

game which you cannot sit on the sideline if you hope to run a successful business.

The first step, according to him, is to select whereto spend your advertising Naira. A

well known directory of advertising media has 14,000-15,000 listing including

publications, radio and television.

American Marketing Association (1960) define advertising as mass paid

communication whose purpose is to impact information development attitude and

induces favorable action is not necessarily buying. It may be listening to a personal

sales presentation asking for an estimate or coming to examine the merchandise at

first hand as in retail advertising. They further said that advertising must bring the

advertiser and the reader or listener together.

From the foregoing, we can see that advertising is a continuous phenomena.

If an owner of a hotel tends to run a successful business, he cannot afford to be on

the sideline, he has to engage in continuous advertising. Advertising will develop a

good attitude towards the hotel and induce a favorable action if it is advertised.

Advertising is to develop customers, not for a single purchase, but for repeat

purchases. According to Cock (1960) some call it “manufacturing customers”. He

further went on to say that today, you may be forgotten unless you keep reminding

people with advertising.

Moreover, that advertising has cumulative effect that it picks up new readers

or listeners with each appearance. He further stated that, it is much cheaper to hold

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an old customer than to win a new one, that old customers are needed to hold your

ground, if your business is to grow.

Hotels and hospitality industries should embark on advertising to attract

customers. A well known hotel today may be forgotten tomorrow. So hotels have to

advertise to keep their old customers and most importantly, hold their grounds.

Onyeke (2001:20-21) said that advertising cannot work successfully in company if

there is no good corporate image. He stated that Nigeria has passed a stage where

whatever was brought to market has to sell whether or not advertised. He said that

this is the stage where awareness has to be created before sales could be made. He

equally stated that any organization wishing to survive in the eye of competitors and

any falling economy should have the current image of the company to help any

advertisement of the company to succeed. If a company is having bad corporate

image, no amount of advertisement can push people to buy the company’s product

from the on-going. He further stated that for advertisement to work, the ground has

to be prepared by ensuring that the company possesses good corporate image.

2.2 GROWTH AND DEVELOPMENT

If there is one occupation that has transformed itself from a simple enterprise

into a burgeoning complex, and giant industry with an array of specialists working

separately and yet collectively, utilizing the logic of economic magic of division of the

modern day economy, it is advertising.

According to Bidemi Osunbiyi (1999:15). Advertising And Practice, he noted,

“by the close of this 20th century, and judging by it’s phenomenal growth, it is,

reasonable, accurate to say that advertising not only has turned full cycle but that it

has come of age as well. Time and distance are no longer barriers in carrying

advertisement massage to the entire world within seconds.

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During the evolutionary stage; the first advertisement where vocal, that is

street wheels used by peddlers to hawk their wares. Greeks made extensive use of

this form by shouting announcements of the sale of cattle and slaves. Printed

advertisements also developed early. In Rome, signs were pasted up proclaiming

circuses and gladiator matches. Examples of poster advertisement have also been

found in Pompeii and Cartage.

They usually consisted of drawing and scanty copy because few people could

read. The signs advertised the goods of individual merchants. It was the advent of

the printing press in 1455 that created the growth impetus for advertising. The first

newspaper appeared in England - the weekly News in 1622. Henry Sampson, a

historian, recalls that the first achievement was for the return of a stolen horse. In

1630, a Paris doctor also said to have opened a shop where advertisement could be

posted for three days. By 1650, such offices had sprouted and this was the

beginning of the centralization of advertising. The breaking of new ground

characterized the growth history of advertising in 1800s. Creativity and imagination

become added impetus owing to the arrival of display advertising in the early part of

that century. Prior to the period, newspapers and magazine advertising were limited

to short, column sizes and latter were expanded with illustrations.

In 1849, Volney B. Palmer became American first significant advertising agent

representing over 1,300 newspapers. He solicited businesses from advertisers,

wrote copy for them, and placed advertisement in a public media channel.

However, it was not until 1870 that the modern advertising agency was born.

Two competing agents, J. Walter Thompson and N.W. Ayer, in an attempt to serve

their clients better introduce the writing of copy by specialists was introduced. By

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1876, N.W. Ayer, one of the world largest advertising agency had (20) twenty

employees.

The horizons of advertising were expanded by P.T. Barnun with his

“tantalizing and Sensational Promotional Campaigns, partly owing to his advertising

and self promotion, Barnum became an internationally famous entrepreneur. Another

innovative stride occurred and displayed by W.J. Hammer in London. Like bush fire,

the practice spread wildly.

Early in the 20th century, Albat. D. Lasker, who became on of American’s

leading advertising practitioners, turned copy writing into a big business. A

significant incident in the 1900’S was the worlds war 1, during the period advertising

was used effectively .Britain used it to Marshall war energies–enlisting, conservation

etc. In the US the total advertising expenditure was rising progressively about half a

billion dollars. In 1918, advertising became almost as important as industrial

production itself. Even today the advertising scene is simply unimaginable. In the

United States alone “everyday” wrote Leo Bogart in 1967,4.2 billion advertising,

message pour fourth from 1754 daily newspapers, millions of other from 8151

weeklies and 1.4 billons more each day from 4147 magazines and periodicals. There

are 3895 am and 1336 fm stations broadcasting an average of 730,000 commercial

a day and 770 television stations broadcast 100,000 commercials a day, advertising

itself has moved from an enterprise into big business, advertising age, reporting

about the level of development of the business in us in 1972 indicates that

everybody who advertised in 1972 manufacturing companies service operators,

retailers wholesalers, distributors, associations, labour unions, schools, churches,

government, politician, individuals spent an estimated $23billion

NIGERIAN ENVIRONMENT

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With the installation of the first printing press in Calabar by the Presbyterian

Church in 1846, the first newspaper in the country was established in December

1859 by the Rev. Henry Townsend. The IWE IROHIN, was published in Abeokuta.

Iwe Irohin and others that followed it carried announcements about births,

confirmations e.t.c. These newspapers could be regarded as the first major medium

of advertising in the country.

The earliest advertising agencies in Nigeria were foreign. According to Okigbo

(1990), the leading advertising houses then were D.J. Keymer $Company Ltd,

Buntings Advertising services, and the West African publicity Ltd. It was African

publicity Ltd, however, that led the way in 1929 in establishing an agency structured,

along the professional lines as obtained in Europe and America. Assisted through

the inspiring efforts of it, first general manager_ G.L. Li0yd_ and strengthened by it’s

overseas connection, the agency served well the need of it’s parent company. The

united African company (UAC), in the mercantile and merchandising business within

colonial Nigeria and West African Sub-region. One advertising medium creditably

pioneered by the agency was the use of neo signs besides its exploitation of the

established as well as newly emerging media of communications in Nigeria.

2.3 THE PARTIES IN ADVERTISING

According to Aaker (1992:8), inferred that all advertisers by definition use some form

of media to accomplish organizational objectives. Where significant amounts of

media expenditure are involved, the advertiser will also use the services of an

advertising agency and one or more research suppliers.

iv

According to Ehikwe (2000), in his lecture material, he noted these parties firstly, that

advertiser is one who needs to advertise a product, service and an interest, and seek

to use the media for the purpose. The advertising agency is responsible for buying

the time and space in the media and renders the creative services to the advertiser.

The media is the channel of advertising and sell time and space through the agency

or direct to advertiser.

Fig.2.1 Parties in Advertising

Source: Advertising and other promotional strategies.

2.4. ADVERTISING AND THE SOCIETY

The role of advertising in the society has been that of mixed feelings by

members of the society. In Nigeria, some of the changes which seemed to be

sweeping across the nation in the social, political, economic and technological

developments have been blamed on information dissemination including use of

advertising as was noted: Ogbechie Chris of food specialist of Nigerian said that

Advertising stimulates the sales when the product being advertised has good quality

but destroys a bad quality product likewise. Hotel and hospitality industries which

have good qualities will be enhanced using advertising to read the society and

destroyed if the hotel does not live up to the expectation of the customer.

The degradation of societal values from the natural conservation and reserve

traditional systems to the changed value system in favour of the bourgeois,

superfluous, western cultures have been blamed on imported foreign films and

advertising massages.

Advertiser

Media Agency

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ADVERTISING AND PUBLIC RELATIONS

According to Nwosu (1990:26), Mass Communication and National

Development, noted: “Advertising and Public Relations, two closely-related

Communication sub-sectors whose potentiality for rural and national development

in Nigeria have been grossly unexploited, are two sub-sectors that need further

development and utilization in development projects. It means that hotel and

hospitality industries in Nigeria should use the services of advertising agency and

public relations practitioners to enhance effective development of the industry in

Enugu. According to Nwosu, (2001:136), public relations is that management

function that “marries” or reconciles public opinion and interests with corporate

interest and policies for their mutual understanding, mutual acceptance and mutual

benefits.

Kotler (1993:567) identified advertising, sales promotions, public promotions,

public relations and personal selling as the key functional areas of marketing

communications. Advertising can be defined as any paid form – of non personal,

presentation and promotion of persons, institutions, idea, goods or services by an

identified sponsor using appropriate medium or media of communication (Nwosu,

2001:75)

2.5 REGULATORY CONTROL AND PROFESSIONALISM IN ADVERTISING.

Because of quacks and negligence of people in doing things the way it suits them

and not the way it suits others have necessitated enactment and passing of law and

regulatory frames of control to advertising practitioners. Whatever goods and

services that the hotel and hospitality industry in Enugu will advertise, it must

conform in to the needs and satisfaction of the ultimate consumers - their health and

iv

comfort alike. Regulatory controls are the mechanism for setting the standards of

conformity in the practice or performance of any task in an association or

organization. The internal regulatory controls of advertising practice in Nigeria is the

sole responsibility of advertising practitioners council of Nigeria (APCON) set up by

the Federal Government of Nigeria under (Act) 55 of 1988 enacted as APCON.

Degree as CAP 7 laws of the federation, 1990 which was amended by Act 9 of 1992.

The prime responsibilities of APCON are varied and embracing all aspects of

advertising development in Nigeria including:

1. Registration of practitioners:- Mainly individuals and bodies responsible for

different practices of advertising.

2. Development of education for practitioners of advertising.

3. Create awareness for the publics on advertising.

4. Evaluate other functions relating to the practice of advertising in Nigeria.

According to Hart (1975:146) the code of advertising practice is a body of

detailed rules established by the advertising business itself and enforced through the

voluntary cooperation of the three interests that make up the advertising business –

advertiser, advertising agency and the media.

Nwosu (2001 noted): Individual registered advertising practitioners in Nigeria, as well

as the registered advertising agencies, should contributed in this regard by

embracing and putting to practice the funds of the modern business social

responsibility concepts.

2.6 PROMOTION

People would not buy your product if they have never heard of it. According to

McCarthy (1982:299 - 300), promotion is communication information between seller

and buyer - to influence attitudes and behaviour. The hotel and hospitality managers’

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promotion job is to tell target customers that the right product or service is available

at the right place, at the right price.

SEVERAL PROMOTION METHODS ARE AVAILABLE

The marketing manager or hotel manager can choose from three promotion

methods:-

These are personal selling, mass selling, and sales promotion (see figure 2.2)

Target Market

Sales Promotion

Product Price Promotion Price

Mass Selling Personal Selling

iv

Fig 2.2: Basic promotion methods and strategy planning.

Personal selling: Flexibility is the biggest asset. Personal selling involves direct

face to face communication between sellers and potential customers. It lets the

sales-person see the customer’s reaction immediately. This allows the salesperson

to adapt the company’s marketing mix to the needs of each target market.

Mass selling: it reaches millions at a price or even free. Mass selling is

communication with large members of customers at the same time. It is less flexible

than personal selling. Advertising is the main form of mass selling. Advertising is any

paid form of non- personal presentation of ideas, good or services by an identified

sponsor. It uses such media as magazines, newspapers, radio and TV, sign and

direct mail. While advertising must be paid for, another form of mass selling is

publicity – it is “free” (McCarthy, 1982).

REFERENCES

Publicity Advertising

iv

Aaker David A. (1992), fourth ed. Advertising management. New Delhi: prentice Hall of India.

Onyeke J.K. (2001) The power of advertising.

APCON News (1999), Advertising practitioners Disciplinary committee Rules.

Gazetted, APCON News, Garki, Abuja: Advertising practitioners council of Nigeria, Vol. 7 No.1.

Babalola W. Adeye M.O. (2003) Hospitality Marketing. Bidemi Osunbiyi (1999), Advertising principles and practice Lagos: Zedekayat Press

Ltd. Ehikwe Andrew Egede (2000) Advertising and other Promotional Strategies Ebue B. (1995) Marketing Communication. Pine-post, Meteson and Co. Publishers

Enugu. Kotler Philip (1993) marketing managements Analysis Planning and Control 7th

edition London: Prentice Hall.

Nwosu, I.E (1990), Mass communication and National Development – perspective on the communication Environment of Development in Nigeria.

Nwosu, I.E (2001), Marketing Communication Management and media (principles,

practice and strategies): An integrated Approach. Ogbechie, Chris (1984), Advertising and the Nigeria problems, projects, And

challenges. Advertising in Nigeria, Nov. 1983. Olakunori Okakunle (2000) Transportation Management. Okigbo, Charles (ed) (1990), marketing politics: Advertising strategies and Tactics.

Lagos: APCON Publication. Udeagha A.O. (1999) Principles And Process of Marketing. Jamoe Enterprises

(Nigeria).

Nwosu, I.E. (2001, P.75), marketing communication management and media.

(Principles, Practice and Strategies): An Integrated Approach.

iv

CHAPTER THREE

RESEARCH DESIGN AND METHODOLOGY

3.0 INTRODUCTION

This chapter briefly intimates the reader with the research design and

methodology applied in order to reach conclusions. The design and method actually

express the mode of data and analysis.

3.1 THE RESEARCH DESIGN

The nature of this research and objective of study is to determine the promotional

problems experienced in hospitality industry. Few hotels in Enugu were selected for

an in-depth study for this purpose.

iv

This has prompted the researcher to adopt the use of survey approach to

obtain first hand information.

3.2 SOURCES OF DATA

While carrying out this study, the researcher gathered data through primary

and secondary sources. However, reliance was placed more on the data gathered

through the primary sources.

3.2.1 SOURCES OF PRIMARY DATA

Questionnaires:

Questionnaire method is a process whereby series of structurally designed

questions are put together in printed form, distributed to the relevant population

sample and collected back for analysis after they must have been answered.

The questionnaires designed for this research were administered to some

hotel proprietors directors, hotel managers/supervisors and the general public mainly

those who patronize these hotels.

Personal Interviews

The researcher also conducted scheduled personal interviews with some

members of the above categorized group. The results of the interview were used as

additional information to supplement the responses to the questionnaires.

3.2.2 SOURCES OF SECONDARY DATA.

Apart from the primary data gathered, secondary data were sourced from

various records and publications of the board of Hospitality industry. Similarly, other

secondary sources of data used for this study included textbooks, dictionaries,

encyclopaedia, magazines, mimeographs, journal, seminar workshop papers,

periodicals and newspapers.

iv

Secondary data did not provide adequate aid as a result of flaws inherent in

them, such as inconsistency in the aims and objectives of various authors whose

works were consulted. Moreover, personal bias of the various authors affected the

validity of some secondary data. Nevertheless, references were made to secondary

data either to substantiate or disprove the argument being put forward in this

research report.

3.3 INSTRUCTMENTS FOR DATA COLLECTION

The researcher used questionnaire in data collection.

3.3.1 RESEARCH QUESTIONNAIRE

Research questionnaires were used by the researcher as a major primary

data collecting tools. The questions were structurally designed in such a manner as

to assist the researcher source out relevant and up-to-date information. The

questionnaires were distributed and collected within a reasonable time frame

although some respondents did not return theirs.

3.3.2 PERSONAL INTERVIEWS

The researcher also conducted personal interviews/face-to-face discussions

with some randomly selected hotel proprietors, hotel managers, hotel workers and

the general public. Information obtained from the interviews assisted him in

confirming most of the responses obtained from the questionnaires.

3.4 RESEARCH POPULATION AND SAMPLE USED

3.4.1 RESEARCH POPULATION

The field survey conducted by the researcher gave him the opportunity to

randomly select a total of 480 persons from the group under study. The group

consists of Enugu State Board of Hotel and Tourism, Hotel proprietors, Hotel

iv

managers and the general public especially those who have not been patronizing the

hotels under review within Enugu urban.

Table 1 below shows the aggregate number of employers, staff and hotel

practitioners selected and their distribution.

Table 3.1: Research population distribution schedule.

S/N HOTELS SAMPLED

DIRECTORS MANAGERS SUPERVISORS OTHERS

TOTAL

1. Homepride Guest House

10 30 60 100

2. Zodiac Hotel 14 40 55 109

3. Presidential Hotel

12 35 60 107

4. Crystal palace Hotel

10 28 50 88

5. First Hotel 9 25 42 76

Total 55 158 267 480

Source: field survey 2002.

Based on experience and knowledge, the researcher randomly selected a group as

shown in Table 3. 1.

In doing this, the researcher took into consideration the fact that only the

enlightened ones among the population under study could understand and be able to

share views obtained on the mode, concepts of hotel promotion/advertising and

problems associated with promotion of hotels. In fact, personal interviews and

interactions as well as statistical records obtained played good role in this in all

ramifications.

3.4.2 DETERMINATION OF SAMPLE SIZE

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Having determined the populations already, it becomes easier to approach

the sample size. To determine the sample size, the Bowleg’s stradom sampling

method of sample selections.

= n = N/I+ Ne2 is used.

Where n = samples size to be determined

N = population size

I = constant

E = margin of error (which is normally chosen by the researcher) or

level of significance which is assumed to be 5% or 0.05.

Therefore, e2 = 0.0025, Error of margin of 0.05 or 5% implies 95% level of

confidence. In calculating the sample size the following result is obtained

N = 480/1 + 480 (0.0025)

= 480/1 + 1.2

= 480/1 + 2.2

= 218.18 or 218.

Therefore, the sample size of 218 has been chosen. Having determined the

sample size, the next step is to determine the stratified proportional chance of being

represented. In this case, the following formula is used to determined the proportion.

Y = n(c)N

Where Y = stratified proportional sample

n = sample size of the population

C = number of persons in the group

N = population size

By substitution, therefore, the number of persons in each group for the

representative sample is derived as analyzed in Table 3.2 below.

iv

Table 3.2: Analysis of persons in Each Hotel/Group of Representative sample.

Hotels or group Result

Home Pride Gust House 45

Zodiac Hotel 50

Presidential Hotel 49

Crystal palace Hotel 40

First Hotel 34

218

From the above, a total of 218 persons were eventually selected from the five

major hotels, including their respective customers and the public who have had

business dealing with the above hotels. Fifty eight (58) out of these were interviewed

orally and the result of interview noted while 160 persons were issued with

questionnaires.

The number interviewed and those given questionnaires were distributed

among the groups of representatives samples

as follows:-

1. Home pride Guest House 45/218 x 58/1:12 33

2. Zodiac Hotel 50/218 x 58/1 = 13 37

3. Presidential Hotel 49/58/1 = 13 36

4. Crystal Palace Hotel 40/218 x 58/1 = 11 29

Oral interview Questionnaires

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5. First Hotel 34/218 x 58/1 = 9 25

Total 58 160

The result of both oral interview and questionnaires were collected, matched and

used for analysis and presentation in chapter 4 of this researcher work

3.5 METHOD OF DATA ANALYSIS

In analyzing the collected data, statistical methods were used in questionnaire

analysis and hypothesis tests.

3.5.1 ANALYSIS OF QUESTIONNAIRES

Percentage method of analysis is used with the following formula.

A% = N

a X

1

100

Where A% = The percentage of responses on one option to total responses to the

item of questionnaires. A = Number of responses to one portion of each item of the

questionnaires. This will be clearer when presented practically in chapter 4 during

the actual questionnaire analysis.

3.5.2 HYPOTHESIS TESTING ANALYSIS

The testing of hypothesis will involve the use of chi – squares, which is

represented by the formulae.

Where 2

0X = chi- square i.e. the value of random variable 2

0X whose sampling

distribution is approximated closely by

Chi- square distribution

0i = observed frequency

Ei = expected frequency usually calculated

As: alOverallTot

ColumTotalRowTotal ))((

iv

∑ = summation

3.6 METHOD OF INVESTIGATIONS

The investigation method adopted by the researcher was based on consulting

relevant secondary sources of data. Such secondary sources include journals,

magazine, newspapers, encydopedias, textbooks, statistical information etc obtained

from various libraries within Enugu urban and environs.

The interview and questionnaire methods of sourcing primary data were

chosen among other methods of collecting primary data due to flexibility and

convenience which itself offer.

3.7 VALIDITY OF DATA

In order to ensure validity of data collected, the researcher was conscious of group

of persons given questionnaires and those interviewed. Therefore, the number and

group of persons given questionnaires were only significant, identifiable and

enlightened group of people residing and working within Enugu and environs. Thus,

any data sourced from this group fairly represented a measurable population.

In an attempt to acquire sufficient and relevant information, the researcher

ensured that questionnaires and personal interviews were administered among the

selected sample size.

The questionnaires were prepared both in open – ended and close – ended

models. Open – ended questions are those that allow the respondent to use his

initiative to supply answers, while close – ended questions are those which mandate

the respondents to provide answers already supplied by the researcher.

iv

REFERENCES

Akenrulo G.O (1993), Research Methodology and statistics mud centre primary publishing company and Publishing Company.

Akuezuilo C.O. (1990), Research methodology and statistics chauyon printing and

Publishing Company, AWKA. Kazumier, J.I (1976), Business statistics sachavam’s outline series. Mcgraw Hill

Book Company. Orji, J. (1999), Business Research methodology, Enugu Metenson publicity

company.

iv

CHAPTER FOUR

DATA PRESENTATION, ANALYSIS AND INTERPRETATION

4.0 INTRODUCTION

For any research work to be meaningful the data collected must be analyzed

and interpreted to facilitate the process of decision making. Interpretation and

analysis of data are the means by which research questions are answered and the

stated hypothesis are tested. Analysis of data involves the ordering and breaking

down into constituents parts of the data collected. This involves statistical

calculations performed with the raw data collected to provide answers to the

research questions. The process of interpretation entails taking the result of the

analyzed data and making inference to the research question in order to draw

conclusions about their relationships. One would therefore conclude that data on

their own are meaningless and of little importance until they are analyzed and

interpreted to provide the basic facts.

In this chapter, the data collected through the questionnaire and personal

interview shall be analyzed, interpreted and conclusion drawn based on their results.

From the sample size of 218 chosen, questionnaires were administered to 160

persons or 73% while 58 persons or 27% were interviewed orally mainly on selected

research questions. The sample size chosen were drawn from the five major hotels

the researcher selected, customers to the hotels, and the general public that have

had any transaction with the hotels under review. The researcher believed that the

iv

above arrangement clearly gives a true representation of the population, since

everybody cannot be called upon to be interviewed or to fill the questionnaire.

Out of 160 questionnaires distributed, 150 respondents completed and

returned their questionnaires within the time frame of three weeks. This number

represented about 69% of the sample size of 218 chosen and 94% of those given

questionnaires. A breakdown of the number that returned their questionnaires is

shown in Table 4.1 below in a summarized form for easy comprehension.

Table 4.1: data distributed and collected

S/N HOTELS SAMPLED NO DISTRIBUTED NO COLLECTED

1. Home pried Guest House 35 32

2. Zodiac Hotel 30 28

3. Presidential Hotel 35 33

4. Crystal Palace Hotel 30 28

5. First Hotel 30 29

Total 160 150

4.1 ANALYSIS AND INTERPRETATION OF QUESTIONNAIRE

The questionnaires analysis was carried out using the sample percentage

method. The hypothesis earlier stated in chapter one is also analyzed using the chi –

square method but based on the analysis of key relevant questions.

Question 1: What is your level of education?

Table 4.2: Respondents Qualification

CATEGORIES RESPONDENTS PERCENTAGE %

HND/B.SC 42 28

MBA/MSC/PGD 50 33

ACA/ACCA 58 39

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Total 150 100

The above displays the categories of personalities working in the

hotel/hospitality industry including Directors/managers supervisors and the workers,

even customers to the hotels and the general public. These categories are those

educated enough to have knowledge on the operation of hotels

promotions/advertising and even their problems, including their effects on socio –

economic development of Enugu Urban.

Forty – two (42) of the respondents representing 28% are holders of

B.SC/HND. While others are highly educated with MBA/M.SC/PGD and ACA, ACCA

holders.

Interpretation:-

The above analysis indicates that only those who responded to the

questionnaires are mainly graduates and masters degree holders who are highly

educated to understand well the topic under discussion.

Question 2: what is your occupation?

Table 4.3: occupational respondents.

CATEGORIES RESPONDENTS PERCENTAGE %

Hotel Proprietors 52 35

Hotel Managers 34 23

Hotel Supervisors 18 12

Civil Servants 14 9

Staff of the mass media 20 13

Staff of the mass media 12 8

Total 150 100

iv

Out of 150 respondents, 52 or 35% are hotel proprietors, 34 or 23% are Hotel

managers, 18 or 12% are hotel supervisors, 14 or 9% are civil servants, 20 or 13%

are self – employed, and 12 or 8% are staff of the mass media.

Interpretation.

The analysis shows that most respondents who signed and returned

questionnaires are mainly people already having vast knowledge in hotel

management. Some others are civil servants, self – employed and staff of the mass

media who are conversant with the business of promotion/advertising.

Question 3: What position do you occupy in your present place of work?

Table 4.4: Respondents positions

RESPONSES RESPONDENTS PERCENTAGE %

Hotel Proprietors/Directors 26 17

General managers/Executive Officers 6 4

Hotel managers 82 55

Supervisors 24 16

Clerical 12 8

Total 150 100

Out of 150 respondents, 26 or 17% are hotel proprietors/Directors 6 or 4% are

General managers/Executives, 82 or 55% are hotel managers, 24 or 16%

supervisors, 12 or 8% work as clerical officers.

Interpretation.

From the analysis, majority of the respondents are experts in hotel

administration as can be seen in the above Table. Therefore, they are the right

people who are experienced and knowledgeable enough to comment on hotel

promotion/ advertising and the problems association with them.

Question 4: what income bracket per annum would you place yourself?

iv

Table 4.5: Respondents’ income level per annum

RESPONSES NO OF RESPONDENTS PERCENTAGE %

N21,000 – N50,000 12 8

N51,000 – N100,000 8 4

N101,000 – N300,000 38 25

N301,000 and above 94 63

Total 150 100

From the table 94 or 63% of the respondents earn above N301,000 per

annum followed by 38 or 25% that earn between N101,000 and N300,000. The rest

18 or 12% earn between N21,000 to N100,000 per annum.

Interpretation

The above structure gives an indication of the type of persons the

respondents are. Most of them fall within higher income bracket and this reflects

their level of education and positions occupied.

Question 5: Why do you patronize Hotels?

Table 4.6: Reasons for patronizing Hotels

Respondents No of Respondents Percentage %

Because of business connections To help in the provision of various facilities All of the above Total

78 14 58 150

52 9 39 100

The Table show up to 78 or 52% of the entire respondents that patronize

hotels because of its necessity and in connection with their businesses. Similarly 14

or 9% patronize hotels in order to obtain various facilities like:- relaxation, food,

iv

drinks, while the remaining 58 or 39% patronize hotels because of all the reasons

above.

Interpretation

From the analysis above, it means that more than half of the respondents

patronize hotels because; it helps them greatly in their businesses. On the other

hand, 9% believe that hotels can provide various facilities they need in life, whereas

30% are in support of the two reasons stated above.

Question No 6: should hotels in Enugu engage in promotion/advertising of their

business?

Table 4.7: Why Hotels should Advertise their business.

RESPONSES NO. OF RESPONDENTS PARENTAGE %

Yes 70 34

No 50 24

No idea 30 14

Oral Interview

Yes 23 11

No 35 17

Total 208 100

The table above shows that 93 or 45% of the respondents support that the

selected hotels should engage in promotion/advertising, 85 respondents or 41% say

the selected hotels should not engage in any form of promotion. While 30

respondents or 14% say they have no idea.

Interpretation.

Greater percentage of the respondents support the idea that hotels should

engage in advertising/promotion

Question No. 7: If the answer in 6 is yes, Why?.

iv

Table 4.8: Reason for Advertising their Business.

RESPONSES RESPONDENTS PERCENTAGE % Because it helps them to sell their

products/services to their customers

52 67

Because their customers will be able to know

what services they can render or offer

18 23

It helps the hotels to make more profits 8 10

Total 78 100

Interpretation

The table above shows that the entire 78% respondents or 100% support that

hotels should engage in promotions/advertising because of the reasons stated.

Question 8: What do you think is the major means of advertising used by these

hotels?

Table 4.9: Major means of Advertising

RESPONSES RESPONDENTS PERCENTAGE %

By the use of Radio 40 19

By the use of Television 38 18

By the use of Hand bills 20 10

By personal contact 20 10

All of the above 90 43

total 208 100

The Table above shows that 90 respondents or 43% believe that the selected

hotels do their advert through radio, television, handbills, personal contact and they

do not rely on any particular means for advertising, while 40 respondents or 19% say

their major means of advertising is by the use of radio, whereas, 38 respondents or

18% say it is through the use of television and a meager 20 respondents or 10% say

it is by the use of handbills and personal contact.

Interpretation

iv

Majority of the people believes that the selected hotels, in a bid to promote

their businesses or make huge sells embark on the application of all tools of

promotion/advertising, hence as much as 90 respondents or 43% think in that

direction.

Question 9: Do you think there are any problems in Hotel promotion/advertising?

Table 4.10: Problems in Hotel promotion/Advertising

RESPONSES RESPONDENTS PERCENTAGE %

No 32 15

Yes 112 54

No idea 4 2

Response (Oral interview)

No 10 5

Yes 44 21

No idea 6 3

Total 208 100

The Table shows that 156 or 75% respondents believe that there are

constraints/problems in hotel promotion/advertising; while 42 respondents or 20%

had contrary view; 10 respondents or 5% had no idea.

Interpretation

The above analysis shows that majority believe that the selected hotel have

problems/constraints in the promotion/advertising of their business.

Question 10: If the answer in question 9 above is Yes, what are they?

iv

Table 4.11: Some problems/constraints in Hotel promotion/advertising.

RESPONSES RESPONDENTS PERCENTAGE

%

Much finance is involved in promotion/advertising

and some hotels cannot afford it

50 24

Some advertisements are nearly for the rich in the

society

42 20

Culture does not allow the

promotion/advertisement of certain business like

Hotel business.

60 29

Response (oral interviews) many Nigerians are

illiterate to understand some radio/television

advertisement or promotion

40 19

Lack of facilities do not allow the people have

access to radio/TV adverts e.g power failure

16 8

Total 208 100

The table above shows that the entire 208 respondents or 100% including

those interviewed orally believe that hotel promotion/advertising goes with so many

problems going by their responses.

Interpretation

The above analysis shows that majority of the respondents, in fact, almost all

the respondents, believe that in spite of the gains made by the use of

promotion/advertisement they still suffer a lot of problems/constraints in

advertising/promotion of their business. To conclude this chapter on a good note, we

need to ask the following questions which will be recorded and analyzed according

to the responses given by the respondents.

Moreover, these responses will be presented in a tabulated form using the

percentage for the test of our hypothesis.

iv

The areas are the following:

1. The selected hotels in Enugu urban and their use of advertising/promotion in

their business.

2. Customers’ awareness and patronage to the hotels.

3. The extent by the hotels to deliver all services they have advertised to their

customers.

SELECTED HOTELS AND THE USE OF ADVERTISING ADEQUATELY

Question 11: Our respondents were asked to state if hotels in Enugu urban advertise

or promote their business adequately or not.

The result is shown in the table below.

Table 4.12: If Hotels in Enugu advertise their business adequately or not.

RESPONSE NO OF RESPONDENTS PERCENTAGE %

No 150 72

Yes 50 24

No idea 30 14

total 208 100

Interpretation of the results by our respondents is discussed in line with the objective

of the study.

THE SELECTED HOTELS AND THE USE OF ADVERTISING/PROMOTION

Out of 208 respondents, 150 or 72% of them say that the selected hotels in

Enugu do not advertise their business adequately. 50 (fifty) of this number say that

the hotels advertise adequately while 8 say that they have no idea. Therefore, the

conclusion here is that the most popular opinion is that these hotels do not advertise

their business adequately.

iv

CUSTOMERS AWARENESS AND PATRONAGE OF HOTELS

Question 12: furthermore, our respondents were asked whether customer

awareness and patronage of the selected hotel’s business do not increase with the

hotel’s promotions/advertising of their business, again, the responses are shown in

the table below.

Table 4.13 Customers awareness and patronage of hotel business do not

increase with oral advertising.

RESPONSES NO OF RESPONDENTS PERCENTAGE %

No 140 67

Yes 56 27

No idea 12 6

Total 208 100

Interpretation:

Out of 208 respondents, 140 or 67% are of the opinion that customers

awareness and patronage increase with hotel advertising/ promotion hence they

answered No to the question. While 56 respondents or 27% agree that customers’

awareness and patronage of hotel business do not increase with hotel advertising

promotion. From the above analysis, the greater majority are of the opinion that

customers awareness and patronage increase with hotel advertising, hence they

answered No to the question. 12 respondents or 6% say they have no idea. From

the above analysis, the greater majority are of the opinion that customers awareness

and patronage increase with hotel promotion/advertising.

iv

THE SELECTED HOTELS IN ENUGU URBAN AND OFFERING OR NOT OF ALL

SERVICES ADVERTISED

Question 13: Our respondents also were asked if the selected hotels do not

offer all the services they advertised.

The responses are shown in the table below:

Table 4.14: Hotels in Enugu urban do not offer all services they advertise.

RESPONSES NO OF RESPONDENTS PERCENTAGE %

Yes 130 62

No 60 29

No idea 18 9

Total 208 100

As shown in table above, 130 respondents or 62% agree that the selected

hotels do not offer all the services they advertise while 60 respondents or 29% say

that the hotels offer all they advertise. 18 respondents or 9% says they have no idea.

From the above, we can conclude that the selected hotels in Enugu urban do

not offer all the services they advertise. This may be one of the problems/constraints

that go with hotel promotion/advertising.

Test of Hypothesis

To be able to test our null hypothesis, we used percentage from where we

drew the obvious conclusions. To choose the null hypothesis, this shall be at best

60%. This alternatively is stated as.

P ≥ 60

Against the alternative hypothesis of p ≤ 60

Where p = the observed percentage. The test takes advantage of their computations

earlier or so far carried out represented by table above.

Hypothesis 1 (HO1)

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Hotels in Enugu urban do not advertise their business adequately – in this

hypothesis, the response shows that p = ≥ 60% in fact, p = 72% > 60%

But in the alternative which reads hotels in Enugu urban advertise their business

adequately. P = 24% < 60%

Therefore, we accept our null hypothesis and reject the alternative i.e. We

accept our Ho and reject our Hi, thereby concluding that the selected hotels in Enugu

urban do not advertise their business adequately.

Hypothesis 2 (H02).

Customers’ awareness and patronage of hotel business do not increase with hotel

advertising.

In this case for Ho, our null hypothesis

P = 27% < 60%

Therefore our null hypothesis is less than 60, meaning we should reject our null

hypothesis here. Whereas in our alternative hypothesis. P = 67% > 60%.

Therefore, we accept our alternative hypothesis because it is 60% and above. Our

conclusion here is that customers awareness and patronage of hotel business

increase with hotel advertising. Hypothesis 3 (H03).

Hotel in Enugu urban do not offer all the services they advertise. The above

hypothesis has p = 62% > 60%. Therefore, we accept our null hypothesis and reject

our alternative hypothesis in which.

P = 29% < 60%.

In conclusion, therefore, we accept that the selected hotels in Enugu urban do not

offer all the services they advertise, this also serve as one of the problems as well as

constraints against hotels promotion/advertising.

iv

REFERENCES

Bruce D, Bowen and Herbert F. Weisberg (1980), An introduction to Data Analysis, San Francisco, W.H. freeman and company.

Coln Silverthrone, Harmut Fischer and David Fox (1980), the when and how of

statistics, campaign, Illinois, stipes publishing company. Joe Ibanga, (1981), Guide on Test and measurement for Teachers and students

calabar, paico press and Books Ltd. Robert Sommer and Barbara B. Sommer (1980), A practical Guide to Behavioural

Research: Tools and Techniques, New-York, Oxford University Press. Orji, J. (1999), Business Research methodology, Enugu meteson publicity company.

CHAPTER FIVE

SUMMARY OF FINDINGS, RECOMMENDATIONS AND CONCLUSIONS

The analysis of various data collected revealed a number of thought-

provoking findings, which not only ensured the basic research question raised in

iv

chapter one of this research work but also created opportunity for further research in

related topics. Based on this findings, some useful recommendations were mode

and conclusion draw on the topic.

Promotional problems in hospitality industry (a study of selected hotels in Enugu

Urban).

5.1 SUMMARY OF FINDINGS

The following are the summary of findings after an extensive study of the

subject matter. The establishment of good standard hotels in Enugu Urban is a very

welcome development because:

1. They have actually played in a major role in the hospitality industry.

2. They have provided very essential facilities to many people especially in the

area of business.

3. Travelers from one part of Nigeria to Enugu Urban have always found

comfort in these hotels.

4. People who reside in Enugu urban have also found these hotels of immense

value.

ASSISTANCE TO ECONOMIC GROWTH

1. These hotels equally employed many categories of workers and through this

means, have helped to fight the problems of unemployment.

2. These hotels and their staff have also paid taxes to the government thereby

helping in the growth of the economy.

USE OF ADVERTISING/PROMOTION IN CREATING AWARENESS

1. From this research, we are able to discover that these hotels made use of

advertising in the running of their business.

2. The made use of all the modes of advertising

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Sales promotion

Radio

Television

Personal contact

Hand bills

With the above advertising/promotional strategy, the following were achieved:

(a) Creation of awareness to potential customers.

(b) Increase in the sales of their goods and services.

(c) Generation of employment to people.

(d) Increase patronage from the public

(e) Additional or increase in their profit

(f) Patronage by these selected hotels to the media house.

(g) Improvement in the hotel industry due to competition among themselves.

Problems

However, the following problems were notice in hotel promotion/advertising.

Finance:

Although advertising/promotion is of immense value in hotels business, the

researcher through the responses received from respondents, found out that

advertising involves much finance and that not all the hotels have the finance for

advertising and this is a very serious hindrance. Advertising for special people: in

many case, certain advertisement from the way they are framed, look very

expensive for special and wealth people in the society.

Recommendations

iv

Based on the above findings, the following recommendations are made:

1. Establishment of decent hotels by the government and licensed individuals

should be encouraged.

2. Government should bring out a guide for the establishment of standard hotels.

3. The Board of hospitality industry under which hotels fall, should be

empowered to discipline the proprietors of any hotel that performs below

acceptable standard.

4. Government should assist hotels by carrying out promotions/advertising of

their services for them at a special rate which should be lower than the rate

which the media houses charges.

5. The Board of hospitality industry/Government should help hotels fight the

problems they are facing by:

(a) Monitoring or censoring the type of advertising as well as promotion

these hotels place to make sure it makes the desired meaning or

impact to the society.

(b) The masses need to be educated adequately in order to promote and

patronize these hotels.

(c) All negative ideas about hotel promotions and advertising should be

discarded.

(d) Professionals in the hotel and hospitality industry should be

encouraged by government with the setting up of colleges and

institutions to train professionals who will manage these hotels for the

betterment of all.

CONCLUSIONS

iv

From the result of the study, the researcher concluded that there are a lot of

potentials in the hotels business. It was obvious from the study too, that a lot more

could be achieved from hotel industry if and when proper advertisement is carried

out for the purpose of making people aware of these hotels in Enugu Urban. As

people are aware of these hotels, they are expected to what benefits they can derive

from these hotels.

Mainly, the proprietors of these hotels were not taught the new style of

advertising, sales promotion, use of television, use of radio, personal contact, use of

hand bill, in fact, the managers of these hotels failed to use/apply aggressive

advertising/promotion. When aggressive advertising come into place, all those

problems that militate against hotel business will be a thing of the past and much will

be achieved from hotel business; then and only then, that advertising will yield its

desired dividend to both the owners and the users.

BIBLIOGRAPHY

Akuezuilo, C.O (1990), Research methodology and statistics, chauyon printing and

publishing company, AWKA. APCON News (1999), Advertising practitioners Disciplinary committee Rules

Gazetted APCON News, Garki, Abuja: Advertising practitioners council of Nigeria, Vol. 7. No. 1.June 1999.

Babalola. W. Adeyemo (2003), Hospitality Marketing. Bidemi Osunbiyi (1999), Advertising principles and practice. Lagos: Zedekayat Press

Ltd. Bitel, Lester Robert and Ramsey, Jackson Eugene (1995), Encyclopedia of

professional management. Fourth Grolier Grolier international Danbury Connecticut.

Bruce D. Bowen and Herbert F. Weisberg (1980), An introduction To Data Analysis,

San Francisco, W.H. freeman and company.

iv

Coln Silverthorne, Harmut Fischer and David Fox (1980), The when and How of Statistics, Campaign, Illionois, stipes publishing company.

Doghudje Chris (1985), Advertising in Nigeria perspective. Lagos Zus Bureau. Ebue Bona (1995) Marketing Communication. Pine-post, Meteson and Co.

Publishers Enugu. Ehikwe Andrew Egede (2000), Advertising and other promotional strategies, Op. Cit. Emmanuel Emordi (1984). Business Times, Nov – Dec 13, 1984. Hillary Sandorel (1984), Administrator of Small Business. Hornby, A.S. (1980), Oxford Advanced Learner’s Dictionary of current English. James Ferguson (1984), Advertising on the price of consumer product. Joe Ibanga, (1981), Guide on Test and measurement for Teachers and students,

Calabar, paico Press and Book Ltd. Kotler Philip (1993) Marketing Management: Analysis, Planning and Control 7th

edition London. Prentice Hall. Kazumier J.L. (1976), Business Statistices, Sachavam’s outline series.Mc Graw Hill

Book company. Kotler Philip (1993), Marketing management: Analysis planning and control (7th ed)

London: Prentice Hall. L.E. Daniel (1984), Advertising In Nigeria. McCarthy, E. Jerome (1982), Essentials of marketing, Homewood, Illionois. Nwosu, I.E. (1990), mass communication and Nation Development – perspective on

the communication Environment of Development in Nigeria. Nwosu, I.E. (2001), marketing communication management, An integrated

Approach. Nwosu, I.E (2001), marketing communication management and media (principles,

practice and strategies): An integrated Approach. Nwosu I.E. (2001). marketing communication management and media: An integrated

Approach. Nwosu, I.E. (2001), marketing communication management and media. Ogbechie, Chris (1984), Advertising and the Nigeria problems, project, And

challenges. Advertising In Nigeria, Nov. 1983.

iv

Okigbo, Charles (ed) (1990), Marketing Politics: Advertising Strategies and Tactics.

Lagos: APCON Publication. Olakunori (2000) Transportation Management. Orji, J. (1999), Business Research methodology, Enugu meteson publicity company. Osuala E. C. (1982), introduction to Research Methodology Onitsha, Nigeria, Feb.

publishers Ltd. Robert Sommer and Barbara B. Sommer (1980), A practical Guide to Behavioural

Research: Tools and Techniques, New York, Oxford University Press. Udeagha A.O. (1999) Principles and Processes of Marketing. Jamoe Enterprises

(Nigeria).

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APPENDIX I

Department of Marketing University of Nigeria Enugu Campus. 18th March 2008 Dear Sir/Madam,

RESEARCH QUESTIONNAIRE ON THE PROMOTIONAL PROBLEMS EXPERIENCED IN HOSPITALITY INDUSTRY (A STUDY OF SELECTED HOTELS

IN ENUGU URBAN) The attached questionnaire is designed to examine the promotional problems experienced in hospitality industry. The questionnaires have been put up in order that relevant and up-to-date information has been supplied by you as to assist me to complete this research work expeditiously. It is purely an academic exercise and as such, I wish to assure you that all information supplied herein will be treated confidentially and will not be used for any other purpose in any form other than the one stated above. Kindly complete honestly and to the best of your knowledge. Thanks for your co-operation. Yours faithfully, IVUANYI OLIVER CHIBUZO Student.

(PG/MBA/06/46208)

INSTRUCTION Please tick as appropriate. 1. Sex

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(a) [ ] (b) Female [ ] 2. Age (a) 20 – 30 [ ] (b) 30 – 40 [ ] (c) 40 – 50 [ ] (d) 50 and above [ ] 3. Marital Status: (a) Single [ ] (b) Married [ ] (c) Divorced [ ] (d) Widowed [ ] 4. Educational Qualification. (a) WASC/GCE [ ] (b) NCE/OND [ ] (c) BSC/HND [ ] (d) MBA/MSC and above [ ] 5. Status at work/profession. (a) Hotel Proprietor [ ] (b) Hotel Manager [ ] (c) Hotel Supervisor [ ] (d) Civil Servant [ ] 6. Do you work in the media? Radio [ ] TV [ ] Others Specify ___________ 7. Do you patronize hotels? (a) Heavily [ ] (b) Occasionally (c) Not at all [ ] 8. If your answer in 7 is (a) or (b), are you always satisfied with the service you

get? Yes [ ] (b) No [ ] 9. In your opinion are you satisfied with the quality of advertising the hotels carry

out? (a) Fairly satisfied [ ] (b) Partially satisfied [ ] (c) Not Satisfied [ ] 10. With the assumption that you reside in Enugu State, what is your assessment

of the hotels in Enugu Urban? (a) Standard [ ] (b) Below Standard (c) Poor (d) Specify _____________________ 11. Do you know of hotel workers are given special training for their work? (a) Yes [ ] (b) No [ ] (c) Specify _______ 12. Indicate or suggest how to recruit workers for hotel jobs.

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(a) Specify_________________________________ 13. Should hotels employ special workers for their services? (a) Specify ________________________________ 14. Do you know if hotel advertising/promotion can assist hotels in their business? (a) Yes [ ] (b) No [ ] (c) No Idea (d) Specify ______________________ 15. If your answer in 14 above is yes, are there any problems. (a) Yes [ ] (b) No [ ] 16. If your answer in 15 above is yes, what are these problems. Please, specify _______________________________ 17. Do hotel belong to any association? If yes, what is the association called and

what does the association do for the hotels? 1.___________________________________________ 2.___________________________________________ 18. How often do hotels carryout enlightenment programmes to create awareness

to the public about their services? Specify ______________________________________ 19. Indicate the type of training given to your hotel staff. Tick one only. (a) On the job training [ ] (b) Periodic course (c) Seminar/Workshop [ ]

(d) None of the above [ ] (e) Specify ________________________________

20. The government of Enugu State derived some benefits from the activities of

hotels in Enugu Urban. (a) Yes [ ] (b) No [ ] (c) Please specify 1.______________________________________ 2.______________________________________

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21. How can you explain the impact of hotel promotion/advertising towards the advancement and growth of hotel business?

Specify ______________________________________ 22. In your view have the hotels in Enugu Urban carried out adequate

promotion/advertising. (a) Yes [ ] (b) No [ ] Please, specify below:-

1. ________________________________________ 2. ________________________________________

3. ________________________________________

4. ________________________________________

23. What are your observed shortcomings as regards hotels

promotion/advertising?

Please specify:-

1. ________________________________________ 2. ________________________________________

24. In your opinion, do you think that hotels actually provide all the services they

advertise? 1. __________________________________________

3. __________________________________________ 25. What do you think hotels will suffer without getting involved in hotel

promotion/advertising?

1. _________________________________________ 2. _________________________________________

26. Do you think that hotel promotion/advertising will help in the growth,

awareness and patronage of hotel business? Specify ______________________________________

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27. Hotels offer facilities and other social amenities to the public. In your opinion, do you think that hotels are doing enough?

Please specify.

1. _________________________________________ 2. _________________________________________

28. Does the government offer any kind of encouragement to the proprietors of

hotel business? Please specify:-

1. _________________________________________ 2. _________________________________________

29. In your view, is it possible for the media houses to offer reduced prices to

hotels? (a) Yes [ ] (b) No [ ] If your answer is No, Please, specify.

1. _________________________________________ 2. _________________________________________

30. What recommendations should you offer to hotel proprietors and their workers

in order to make hotel business more beneficial to both the proprietors, their staff and the entire public including the media houses who undertake the jobs of advertising for the hotels?

1. ________________________________________ 2. ________________________________________

3. ________________________________________