THE IMPACT OF ADVERTISING ON HOTEL AND TOURISM SERVICE DELIVERY (A CASE STUDY OF UYI GRAND HOTEL, AUCHI)

Abstract

The project assesses the impact of advertising on hotel and tourism service delivery using Uyi Grand Hotel as a case study. . Advertising is perhaps the most conspicuous of all marketing activities this very fact has led to a widespread misunderstanding of its real scope and nature. The main objective of this study is to show the need for advertising and promotion in modern days business and also to asses the effect of advertising on purchasing habits of consumer. The research survey design was adopted by the researcher and chi-square statistical tool was used to test the aligned hypotheses. The study concludes that the hotel business, which falls under the service delivery, has the characteristics of intangibility and inseparability and the features of service place some train on a marketing organization. The study however recommends amongst others that in other to overcome the problem of services rendered, the hotel should pay more attention to African dishes, this is because the demand for African dishes is more than the demand for continental dishes.

TABLE OF CONTENTS

Title Page

Certification

Dedication

Acknowledgements

Abstract

Table of Contents

CHAPTER ONE: INTRODUCTION

1. Background to the Study
2. Statement of Research Problem
3. Objective of the study
4. Research Questions
5. Statement of Hypothesis
6. Significance of Study
7. Scope of the Study
8. Limitations of the Study
9. Operational Definition of Terms

CHAPTER TWO: LITERATURE REVIEW

2.1     Introduction

2.2     The Nature of Advertising

2.3     Advertising Objective

2.4     Advertising Media

2.5     Budgeting Techniques

2.6     Media Planning Techniques

2.7     Developing Adverting Message

2.8     Measuring Advertising Effects on Hotel and Tourism

2.9     Criticism of Advertising

CHAPTER THREE: RESEARCH METHODOLOGY  

3.1     Research Design

3.2     Population of the Study

3.3     Sample/Sampling Procedure

3.4     Method of Data Collection

3.5     Validation of Instrument Used

3.6     Method of Data Analysis

3.7     Cut Off Point/Decision Rule

CHAPTER FOUR: DATA PRESENTATION, ANALYSIS AND INTERPRETATION

4.1     Presentation of Data      

4.2     Data Analysis

4.3     Hypothesis Testing

CHAPTER FIVE: SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS

5.1     Summary of Finding

5.2     Conclusion

5.3     Recommendations

References

Appendix I

Appendix II

CHAPTER ONE

INTRODUCTION

1.1    BACKGROUND OF THE STUDY

          Kotler, (1988) defines “marketing as a social and managerial process by which individual and group obtained what they want and need through creating and exchanging products and value with others. To achieve this, most organization practice the marketing concept which is a philosophy, that hold the key task of the organization is to determine the needs, wants and value of the target market and satisfy them more efficiently and effectively.

          In order to achieve this target, owners of hotel services employs several promotional tools, which include advertising, personal selling, publicity and public relation but among them, advertising is more notable which is the focus of this research work.

          Broadly speaking, the institute of practioners in advertising (1985) says that advertising present the most persuasive possible selling massage to the right prospect for the product or service at the lowest possible cost” But from a narrow perspective, hotel advertising is the process by which the management of each hotel engage itself by advertising to the public its items in order to create awareness and to make quick sales. Without advertising an organization offering, that is, goods or services cannot flow from the producer to the seller and not to the ultimate consumer, hence advertising is regarded as the life blood of an organization. Advertising is perhaps the most conspicuous of all marketing activities this very fact has led to a widespread misunderstanding of its real scope and nature. Therefore this study is conceived to assess the impact of advertising on hotel and tourism service delivery with Uyi Grand hotel as a case study

1.2    STATEMENT OF PROBLEM

          The researcher from the on set has always been faced with numerous problems among which are inadequate decisions from the design of an appropriate advertising message normally involve a lot of activities which include developing adverting message, selecting appropriate media for developing advertiser message scheduling when the advertisement is to run. It also faced with the problem of trying to explain that advertising has been an inevitable marketing tool on hotel and tourism service delivery. It helps in creating awareness, desire and buying action to influence the consumer purchasing decision

1.3    RESEARCH QUESTIONS

The study of this nature normally raises many question. This research question will assist student wishing to carry out detailed work on the similar topics having relevant with the impact of advertising in service delivery on hotel and tourism. The research intend to look at some specific problem that serve as a barrier to advertising success with regard to the following questions

1. what impact will advertising have on hotel and tourism service delivery
2. can advertising be used to create service awareness
3. which medium is most effective in advertising on hotel and service delivery
4. can advertising influence a tourist and hotel customer
5. What are the criteria used to select adverting agent?

1.4    OBJECTIVE OF THE STUDY

          The objectives of this research is to investigate the impact of advertising on hotel and tourism service delivery in Uyi Ground hotel Auchi as a case study in other words the research is

1. To asses the effect of advertising on purchasing habits of consumer
2. To see such influence if any, affect hotel service Auchi
3. To show the need for advertising and promotion in modern days business

1.5    STATEMENT OF HYPOTHESES

Taking a closer look at the hypothesis statement which help to design the analysis of advertising on hotel and tourism service delivery, thus null hypothesis (Ho) and alternative hypothesis (Hi) formed below:

HYPOTHESIS 1

Ho: Advertising does not have impact on hotel and tourism service delivery

Hi: Advertising has impact on hotel and tourism service delivery

HYPOTHESIS II

Ho: Advertising is not used to create service awareness

Hi: advertising is used to create service awareness

HYPOTHESIS III

Ho: Advertising does not influence a tourist and hotel customer

Hi: Advertising influence a tourist and hotel customer

1.6    THE SIGNIFICANCE OF THE STUDY

          This will be addressed under the following subheadings

1. Relevance to the organization under study. This research work is most relevant to the management of Uyi Grand Hotel in Auchi. It will assist them in adapting a better advertising strategy towards the attainment of their goals and objective.

Secondly, the hotel should be able to evaluate the role of advertising in relation to increase purchase of their service by grating awareness and inverting demand of the services

1. Relevance to the consumer. It will be of relevance to any body that may want to read or know more about advertising
2. Relevance to the government: An increase in the hotel turn over will also means an increase in the income of the government through taxation and this boast the national income .
3. Relevance to future research: this research work will be much assistance to future researcher in relation to the topic, which will serve as a source of information to them.

The project itself is in partial fulfillment of the requirement for the award of higher national diploma (HND) in marketing

1.7    SCOPE OF THE STUDY

          Advertising as well as we all know is wide in nature but for the purpose of this study it will be narrowed down to the use of advertising on hotel and tourism service delivery. This basically include advert message that are intended to create the information and generally stimulation interest, trial usage and adoption

          The research will also cover how the element of advertising computer and also strictly viewing advertising as a promotional tool using Uyi Grand Hotel as a case study.

1.8    LIMITATIONS OF THE STUDY

This research study was constrained by inadequate data and information, release and the location of the company used as a case study. These factors research may have somehow limited the outcome of this research work.

  This research work was designed to examine going beyond advertising and its impact to sales turn over of a company, but the data was restricted to information collected from the management.

1.9    OPERATIONAL DEFINITION OF TERMS

          This entails a careful explanation of technical terms in the from of words, phrase and concept used in this research.

ADVERTISING

          The American marketing association (AMA

 1960:16 defines advertising as any paid form of non-personal presentation and production of idea and service by an identified sponsor

ADVERTISING AGENCY

          An advertising agency is an organization with professional expertise in various aspects of advertising and which renders advertising and related service to advertisers either for a fee, a commission or both depending on the specific service offered and agreement reached with the advertiser.

          According to Nwokoye (1984) advertising copy refer to the words pictures or illustration that make up the advertisement and the way they are laid out to create for  total impression.

ADVERTISING MEDIA

          Adverting media is the channel through which the advertising is  delivered to the target audience

ADVERTISING LAYOUT

          The layout of an advertising is its overall structure the position assigned to the various element of the copy and illustration

REACH

          Momoh S.M (1999) defined reach as a term used to designate the number of different homes or individual exposed to a given medium or combination of media over a period of time

TARGET

          Target is the audience at the advertising is aimed

HOTEL

          This is a special building where meal and rooms are provided for travelers as well as interested individuals who wish to patronize it. Or hotel is a business organization where business activities are carried out which may include food, lodging, conferencing, workshop, festival, reception for marriage, wedding anniversary, birthday parties  and other forms of celebrations.

TOURISM

          This is business activity connected with providing accommodation service and entertainment for the people who are visiting a place for pleasure

FREQUENCY 

          The frequency as the average number of times different house holds or individual save reached by a particular media schedule with a period of time

Promotion

          This refers to the ingredient used to inform and persuade the market regarding company product

SERVICE

          Kotler (1990) defined service as any act of performance that tare partly often to another which essentially are intangible and does not result in ownership of anything.