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 PAGEII
APPROVAL PAGEIII
DEDICATIONIV
ACKNOWLEDGEMENTV
ABSTRACTVII
TABLE OF CONTENTX
CHAPTER ONE
BACKGROUND OF THE STUDY1
STATEMENT OF PROBLEM5
OBJECTIVES OF THE STUDY6
FORMULATION OF HYPOTHESIS7
SIGNIFICANCE OF STUDY7
SCOPE OF THE STUDY9
LIMITATIONS OF THE STUDY9
DEFINITION OF TERMS10
CHAPTER TWO
LITERATURE REVIEW12
MARKETING OF SERVICE AN OVERVIEW12
CUSTOMERS BEHAVIOUR AND MOTIVATION IN THE HOTEL MARKETING17
EFFECTS OF COMPETITION ON THE MARKETING OF HOTEL OPERATIONS/SERVICES19
THE MARKETING PROBLEMS OF NIKE LAKE RESORT HOTEL21
BUSINESS FACILITIES LEISURE FACILITIES CARE23
HIRE AND BOATING SERVICES IN THE HOTEL OPERATIONS
CHAPTER THREE
RESEARCH METHODOLOGY25
SOURCE OF DATA COLLECTION25
POPULATION OF STUDY26
DETERMINATION OF SAMPLE SIZE26
SAMPLING TECHNIQUES28
RESEARCH INSTRUMENT28
DISTRIBUTION OF QUESTIONNAIRES29
METHOD OF DATA ANALYSIS30
CHAPTER FOUR
PRESENTATION, ANALYSIS AND
INTERPRETATION OF DATA31
PRESENTATION, ANALYSIS AND
INTERPRETATION OF DATA
TESTING OF HYPOTHESIS47
CHAPTER FIVE
SUMMARY OF FINDINGS, RECOMMENDATIONS AND CONCLUSION55
SUMMARY OF FINDING55
RECOMMENDATIONS57
CONCLUSION59
BIBLIOGRAPHY/APPENDIX61