Investigation Into Sales and Marketing Department of Hospitality Industry
CHAPTER ONE
The objectives of the Study
- To assess the role played by marketing in the development of the hotel industry
- To find an effective way of promoting hotel products
- To promote the use of efficient marketing strategies in hotel industry
CHAPTER TWO
REVIEW OF RELATED LITERATURE
ACCOMMODATION INDUSTRY This chapter focuses on the accommodation sector, particularly the hotel industry. Special attention is given to the evolution of hotel as an industry and the rating system within the field.
Accommodation industry
When someone travels to a destination, either as a tourist or a mere visitor, the person will need a place to stay and relax. Accommodation provides a base where one can engage in the process of staying at a destination. Over the years, accommodation has become the center of focus when hosting guests. It is an important element to be considered during the planning of a journey, because it comprises of the biggest element of tourist spending during a trip. (Page 2009, 253-255.) The accommodation industry which is also known as the lodging industry is a component of the wider hospitality sector. Though the word “accommodation” is a term that seems common to everyone on a daily usage, yet it is important to give the definition of the phenomenon within the context of tourism. Merriam-Webster dictionary defines accommodation as a place where travelers can sleep and find other services or a place where people can live, stay or work (Merriam-Webster 2014). Meanwhile, the National Institute of Statistic and Economic Studies (NISES) goes further by making references to time in its definition of accommodation. According to the institution, an accommodation is any facilities that provide lodging for tourists either on a regular or occasional basis, particularly for short-term, holiday and vacation. (NISES 2014.) The above definitions may not be sufficed in capturing the whole concept of accommodation as regards tourism and hospitality industry. Therefore, it is pertinent to take a look at the modern definition of accommodation proposed by Middleton. According to him, a tourist accommodation includes all establishments offering overnight accommodation on a commercial or ‘quasi- commercial’ basis to all categories of visitors. The writer’s explanation of 4 “quasi-commercial” means accommodation products outside the commercial sector for which a charge is made to contribute to cost. He further gave an example which includes universities owned students’ accommodation which were being marketed for conferences and holidays during the time when regular students are on holiday. (Middleton, Alan, Morgan & Ronchhod 2009, 364.) No doubt that commercial accommodation is one of the biggest sub-sectors in the hospitality industry. It consists of hotels, motels, cottages, resorts, hostels, guest houses, inns, lodges, life care, and all-suites to mention but a few. It is crucial to state it here that each of these subsidiaries within the accommodation industry has its unique features which differentiate it from the others.
CHAPTER THREE
RESEARCH METHODOLOGY
INTRODUCTION
In this chapter, we described the research procedure for this study. A research methodology is a research process adopted or employed to systematically and scientifically present the results of a study to the research audience viz. a vis, the study beneficiaries.
RESEARCH DESIGN
Research designs are perceived to be an overall strategy adopted by the researcher whereby different components of the study are integrated in a logical manner to effectively address a research problem. In this study, the researcher employed the survey research design. This is due to the nature of the study whereby the opinion and views of people are sampled. According to Singleton & Straits, (2009), Survey research can use quantitative research strategies (e.g., using questionnaires with numerically rated items), qualitative research strategies (e.g., using open-ended questions), or both strategies (i.e., mixed methods). As it is often used to describe and explore human behaviour, surveys are therefore frequently used in social and psychological research.
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS
INTRODUCTION
This chapter presents the analysis of data derived through the questionnaire and key informant interview administered on the respondents in the study area. The analysis and interpretation were derived from the findings of the study. The data analysis depicts the simple frequency and percentage of the respondents as well as interpretation of the information gathered. A total of eighty (80) questionnaires were administered to respondents of which only seventy-seven (77) were returned and validated. This was due to irregular, incomplete and inappropriate responses to some questionnaire. For this study a total of 77 was validated for the analysis.
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
Introduction
It is important to ascertain that the objective of this study was to ascertain investigation into sales and marketing department of hospitality industry. In the preceding chapter, the relevant data collected for this study were presented, critically analyzed and appropriate interpretation given. In this chapter, certain recommendations made which in the opinion of the researcher will be of benefits in addressing the challenges of investigation into sales and marketing department of hospitality industry
Summary
This study was on investigation into sales and marketing department of hospitality industry. Three objectives were raised which included: To assess the role played by marketing in the development of the hotel industry, to find an effective way of promoting hotel product and to promote the use of efficient marketing strategies in hotel industry. A total of 77 responses were received and validated from the enrolled participants where all respondents were drawn from selected hospitality industries in Uyo. Hypothesis was tested using Chi-Square statistical tool (SPSS).
Conclusion
Since marketing creates a platform of bridging the gap between a hotel and its customers, it is important that a hotel as a company ensures that the right messages are passed across to the customers with its marketing campaign. Furthermore, the ultimate goal of marketing should be the facilitation of a win-win situation between the hotel and the customers. The hotel management should adopt the most effective and efficient marketing strategies that serve the interest of the company without jeopardizing the interest of the customers.
Recommendation
The investments in marketing by hotel management should be well coordinated in such a way that other aspects of the hotel business are also put into consideration when marketing decisions are being taken.
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