ABSTRACT
This study focuses on the marketing problems and prospects of five star hotel in Enugu Metropolis “ case study of Nike Lake Resort Hotel”.
The main purpose was to find out among other things the followings:
- To examine if the promotional strategies used by the hotel lead to increase in customer awareness.
- To determine if the quality of services rendered by the hotel will lead to a bright future for the company.
- The population of the study comprises the customers and the management and relevant staff of Nike Lake Resort Hotel. The researcher used Topman’s formular to determine the sample size of the customers and census was also used for the staff of Nike Lake Resort Hotel.
- A structured questionnaire was developed and administered by he researcher to 288 respondents comprising the customers and management and relevant staff of the organisation.
- Chi-square was used to test the four hypothesis formulated, based on the study carried out, the following findings were made.
- That customers are not satisfied with the charges for services of the hotel.
- That the services of Nike Lake Hotel are readily available to their customers.
- That customers not withstanding the charges are satisfied with the services rendered.
- Based on the findings, the researcher made the following recommendations.
- That Nike Lake Resort Hotel should make their charges affordable to their customers in order to make more returns for the hotel.
- And also they should appreciate the need for the use of effective promotional strategies.
- The government on their part should provide a scheme to help Hotel to obtain funds if necessary in order to encourage tourism.
- The researcher strongly believes that these recommendations will help to achieve the desired goals if properly applied and co-ordinated by the parties concerned.
TABLE OF CONTENT
TITLE PAGE II
APPROVAL PAGE III
DEDICATION IV
ACKNOWLEDGEMENT V
ABSTRACT VII
TABLE OF CONTENT X
CHAPTER ONE
BACKGROUND OF THE STUDY 1
STATEMENT OF PROBLEM 5
OBJECTIVES OF THE STUDY 6
FORMULATION OF HYPOTHESIS 7
SIGNIFICANCE OF STUDY 7
SCOPE OF THE STUDY 9
LIMITATIONS OF THE STUDY 9
DEFINITION OF TERMS 10
CHAPTER TWO
LITERATURE REVIEW 12
MARKETING OF SERVICE AN OVERVIEW 12
CUSTOMERS BEHAVIOUR AND MOTIVATION IN THE HOTEL MARKETING 17
EFFECTS OF COMPETITION ON THE MARKETING OF HOTEL OPERATIONS/SERVICES 19
THE MARKETING PROBLEMS OF NIKE LAKE RESORT HOTEL21
BUSINESS FACILITIES LEISURE FACILITIES CARE 23
HIRE AND BOATING SERVICES IN THE HOTEL OPERATIONS
CHAPTER THREE
RESEARCH METHODOLOGY 25
SOURCE OF DATA COLLECTION 25
POPULATION OF STUDY 26
DETERMINATION OF SAMPLE SIZE 26
SAMPLING TECHNIQUES 28
RESEARCH INSTRUMENT 28
DISTRIBUTION OF QUESTIONNAIRES 29
METHOD OF DATA ANALYSIS 30
CHAPTER FOUR
PRESENTATION, ANALYSIS AND
INTERPRETATION OF DATA 31
PRESENTATION, ANALYSIS AND
INTERPRETATION OF DATA
TESTING OF HYPOTHESIS 47
CHAPTER FIVE
SUMMARY OF FINDINGS, RECOMMENDATIONS AND CONCLUSION 55
SUMMARY OF FINDING 55
RECOMMENDATIONS 57
CONCLUSION 59
BIBLIOGRAPHY/APPENDIX 61
