1.1 INTRODUCTION
In the 17th century when farming was regarded as he main occupation in Nigeria, farmers go to the farm in the morning, in the evening they gather at the village square to eat drink, rest and plan how to tackle their farming activity of the following day. This necessitated the building of small house outside their main house as a place of rest and to accommodate visitors who may be travelling and need a place of rest. As time went on we started having caravans which people build for travelers to lodge before proceeding on their journey. When development started coming to Nigeria from out colonial masters, mimicking use of them mainly for sleeping accommodation. In the bid to get more satisfaction five star hotels were build for travelers to feel more conformable and to ensure that non of their meal will be skipped. These hotels were built to meet the need of holiday seekers and travelers in the country. Hotel business is a potential foreign exchange earner if well harnessed and in respect to this the five star hotels were established by government and individuals to reap the fruit of hotel business.
Hotel sector in the state economy have witnessed an uproar of problems. This is as a result of poor economy, insufficient powder supply and nepotism. The above problems are faced by five star hotels in Enugu metropolis and the country at large. They encounter a great instability in structure and output, this explains the instead setting and management of hotel industry in Nigeria. The cut throat competition in the hotel industry have called for various strategies to be used by the hotels involved, such as heavy promotional effort in form of advertisement and publicity at. The divindling and deteriorating economy in Nigeria have reduced the per – capital income of an average Nigerian, leading to their concentration. On the basic life necessity such as food, shelter and clothing. This made most Nigerians see the services of five star hotels as a highly luxurious thing that attract undue expenses. Though five star hotel is very vital in every society because it help in rapid development and makes life more enjoyable.
Five star hotels happens to be leader in the hotel industry in Enugu metropolis, though they enjoy leadership position some hotels keep challenging their strength while other take advantage of their weakness. They ensure to attain the motives of their establishment and also emulate the activities of other five star hotels in Nigeria and the world as a whole. Bearing in mind that marketing is a very delicate part of business they ensure that their activities are adequately planned and implement so as to achieve this goal.
The hotel business have to be market oriented ensure that customers satisfaction should be the top – mospriority of the hotel. In view of the importance of hotel sector in the economy and the need for better services in the hotel, the researcher take a critical look at the marketing problems and prospects of five star hotel in Enugu metropolis with special interest on Nike lake Resort hotel Enugu
TABLE OF CONTENT
TITLE PAGE
APPROVAL PAGE III
DEDICATION IV
CHAPTER ONE
INTRODUCTION 1
1.1 BACKGROUND OF THE STUDY 1
1.2 STATEMENT OF THE PROBLEM 4
1.3 OBJECTIVE OF THE STUDY 5
1.4 FORMULATION OF HYPOTHESIS 6
1.5 SIGNIFICANCE OF THE STUDY 7
1.6 SCOPE OF THE STUDY 8
1.7 DEFINITION OF TERMS 9
CHAPTER TWO
2.0 LITERATURE REVIEW 11
2.1 MARKETING OF SERVICE: AN OVER VIEW 11
2.2 CHARACTERISTICS OF SERVICE
2.3 CUSTOMERS BEHAVIOUR AND MOTIVATION IN THE MARKETING OF SERVICE
2.4 PROMOTION TOOLS AND STRATEGIES IN THE MARKETING OF SERVICE
2.5 THE EFFECTS OF COMPETITION IN THE MARKETING OF SERVICE IN CONTEXT WITH MARKETING MIX
2.6 THE PROBLEMS OF THE MARKETING OF SERVICE IN CONTEXT WITH MARKETING MIX
2.7 BUSINESS AND LEISURE FACILITIES IN THE MARKETING OF SERVICE
CHAPTER THREE
3.0 RESEARCH METHODOLOGY
3.1 SOURCES OF DATA COLLECTION 23
3.2 POPULATION OF THE STUDY 24
3.3 DETERMINATION OF THE SAMPLE SIZE 24
3.4 SAMPLE TECHNIQUE 26
3.5 RESEARCH INSTRUMENT USED 26
3.6 DISTRIBUTION OF QUESTIONNAIRE 27
3.7 METHOD OF DATA ANALYSIS 28
3.8 LIMITATIONS OF THE STUDY 29
CHAPTER FOUR
PRESENTATION, ANALYSIS AND DETERMINATION OF DATA
4.1 TESTING OF HYPOTHESIS 30
CHAPTER FIVE
5.0 SUMMARY OF FINDINGS, RECOMMENDATION AND CONCLUSION 60
5.1 SUMMARY OF FINDINGS 60
5.2 RECOMMENDATIONS 62
5.3 CONCLUSION S 64
