ABSTRACT
Advertisement is the oil in the running wheels of every successful business venture be it corporate, small, medium or large scale.
Tourism as we all know is a very broad and lucrative business that requires and involves a lot of marketing strategies and planning to be made successful. One major and critical component of the tourism business is advertisement and publicity. And this can be done through any of the promotional mix variables.
Therefore in simple terms, advertisement can be said to be the deliberate efforts and plans geared towards bringing to the knowledge of the public or a target market in attractive and informative way the existence of a concept, business or commodity open for public consumption and or purchase with the main aim of making more sales, improved patronage and profits as well.
In the case of tourism, the funds generated are managed by the government through agencies called Tourism boards. And the tourism boards are accountable to the general populace through the government.
This research work is aimed at assessing the impact of advertising in tourism development in Enugu State.
Chapter one contains a general discussion on the role advertising plays in tourism development. It went further to state the problem to be studied and why this study was carried out in the first place.
The scope, limitation of the study and finally the significance of the study as well as the definition of terms were also included.
A number of related literature examined by other studies as it relates to the subject matter were exclusively highlighted in details in chapter two.
The design of the study and the method used in collecting relevant data were discussed in Chapter three. It also deals with the way the questionnaires were distributed and the treatment of data.
The data got from the research survey were analyzed and interpreted in chapter four.
Finally, the summary of findings, conclusion on the research and recommendations made by the researcher were all gathered in chapter five.
If other tourism boards put the recommendations made in this study to use, they will satisfy their customers and also increase patronage and profit level.
Based on the revelations of facts and figures presented in course of this research work, advertising has so much impact and role to play as far as tourism development and business in general is concerned.
Therefore, if you desire improved patronage and higher profit margin in your business, think of advertising…you won’t believe the impact on your business afterwards!
TABLE OF CONTENTS
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
1.2 STATEMENT OF THE PROBLEM
1.3 SIGNIFICANCE OF THE PROBLEM
1.4 OBJECTIVE OF THE STUDY
1.5 HYPOTHESES / RESEARCH QUESTIONS
1.6 SCOPE OF STUDY
1.7 DEFINITION OF TERMS
CHAPTER TWO
LITERATURE REVIEW
2.1 DEFINITION OF ADVERTISING IN REVIEW
2.2 DEFINITION OF DEVELOPMENT IN REVIEW
2.3 THE ENUGU STATE TOURISM BOARD ORGANIZATION PROFILE
2.4 IMPACT OF ADVERTISING IN TOURISM
2.5 TOURISM AND ITS ROLE IN NATIONAL DEVELOPMENT
2.6 MOBILE ADVERTISING AND MARKETING IN TOURISM AND HOSPITALITY INDUSTRY
2.7 MOBILE ADVERTISING VIA SOCIAL NETWORKS
2.8 MOBILE ADVERTISING STRATEGIES
CHAPTER THREE
3.1 RESEARCH METHODOLOGY
3.2 RESEARCH DESIGN
3.3 POPULATION OF THE STUDY
3.4 SOURCES OF DATA
3.5 SAMPLE SIZE DETERMINATION
3.6 VALIDATION OF INSTRUMENTS USED
3.7 SAMPLE TECHNIQUES
3.8 QUESTIONNAIRE ADMINISTRATION AND RESPONSE RATE 3.9TREATMENT OF DATA
CHAPTER FOUR
4.1 PRESENTATION AND ANALYSIS OF DATA
4.2 TOOLS OF STATISTICAL ANALYSIS
4.3 TESTING OF HYPOTHESIS
CHAPTER FIVE
SUMMARY OF FINDINGS, RECOMMENDATIONS AND CONCLUSIONS
5.1 SUMMARY
5.2 RECOMMENDATION
5.3 CONCLUSION
BIBLIOGRAPHY
APPENDIX
QUESTIONNAIRE