THE IMPACT OF ADVERTISING IN THE MARKETING OF HOTEL SERVICES IN ENUGU METROPOLIS A CASE STUDY OF ZODIAC HOTEL LTD
ABSTRACT
This research was carried to find out the “impact of advertising in marketing of hotel service in Enugu metropolis” using Zodiac Hotel Ltd Enugu as our case study. We tried to find out the advertising strategies employed by the organization and it’s impact to the organization. The research was conducted with the oral interviews and questionnaire. From the study we found out that, the Zodiac hotel Ltd major advertising medium is magazines (travelers weekend and infinity). They use some other ones like sign posts at strategic points of Enugu metropolis. We also discovered that they use other promotional mix such as sales promotion (biros, cards, calendars etc) and publicity.
We also found out that the environment and facilities of Zodiac Hotel attracts customers to the hotel, the relationship between the customers and the staff is highly credible. We discovered that the firm has a very high reputation in the society.
The researcher commend the management of Zodiac Hotel for good environment and facilities and come up with the following recommendations. They should include advertising budget in the operating cost, use more of television media of advertising than others & introduce more sign posts
TABLE OF CONTENT
CHAPTER ONE
- INTRODUCTION 1
- Objective of the study 6
- Statement of Problem 7
- Research questions 8
- Scope of study 10
- Definition of Terms 10
CHAPTER TWO
21. Meaning of advertising 12
- Types of advertising 13
- Function of advertising 16
- Role and significance of advertising of hotel services 19
- Requirements for effective advertising 20
- The merits and demerits of advertising in a developing economy 23
