INVESTIGATION INTO SALES AND MARKETING DEPARTMENT OF HOSPITALITY INDUSTRY

Abstract

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).

Chapter one

Introduction

1.1Background of the study

The hospitality industry is one of the largest and fastest growing industries around the world. The industry comprises of various sub-sectors which include the hotel sector, restaurant and resort. The tourism and hospitality industry is a sector that most countries around the world try to develop. The industry has been one of the major employers throughout the world. The hotel industry being a vital part of the wider hospitality industry occupies an important place in the economy of most countries, the industry has been forecasted to generate 555 billion dollars in revenue in 2016.The hotel industry, being the most visible sector within the hospitality industry, is experi- encing a major setback that threatens the attractiveness of the sector to prospective investors. Even though various statistics shows that the industry has been growing at an astronomical rate, taking a closer look at these statistics, one will discover that the major growth in the industry can only be seen in the chain operated hotels and industry cooperate segments. Furthermore, the level of competitions within the hotel industry has increased so much in the recent decades, to the point that it poses a threat not only to new entrants into the industry but also to those companies that have been in the business for many years. It is no longer a secret that many hotels are struggling to keep up with the level of competitions both within and outside the industry. Only a few hotels are able to sustain the pressure and make a profit in the long run. This has raised a fundamental questions such as what does the future hold for small and medium scale hotels? How can they make a sustainable profit in the industry? A simple answer to these questions can be found in the latter part of this thesis.

Statement of the Problems

This research proposes to examine the Investigation into Sales and Marketing Department of Hospitality industry, specifically in the hotel industry. The aim of writing this thesis is to analyze the role which marketing plays in the development of hotel industry; the way marketing has changed the industry and how it can be used to further develop the industry and to create a positive brand image of a hotel in the minds of the customers.

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

Research Hypotheses

This research addresses a number of hypotheses which include (but are not limited to):

H0: there is no role played by marketing in the development of the hotel industry

H1: there is role played by marketing in the development of the hotel industry

H0: there is no use of efficient marketing strategies in hotel industry

H2: there is use of efficient marketing strategies in hotel industry

Significance of the study

The study is very significant to students and hospitality industries. The study will give a clear insight on the investigation into sales and sales and marketing department of hospitality industry. The study will also serve as a reference to other researcher that will embark on the related topic

Scope of the study

The scope of the study covers investigation into sales and sales and marketing department of hospitality industry. The study will be limited to selected hospitality industry in Uyo

Limitations to the Study It is common that every research project faces one or more limitations. In this respect, there is a high possibility that this research work might face some limitations, too. These limitations include: subjectivity in opinions of the interviewee, interviewee not willing to give information about their business strategies which might be considered to be confidential to their company. However, effort has been made by the researcher to ensure that those limitations were overcome by: preparing documents which will prove the credibility of this re- search to the interviewees and also convince them that the information they provide during the interview will solely be used for the purpose of this research. Additionally, the fact that it is not possible for the researcher to be present in person to conduct some of the interviews is also a limitation to this study; however plans has been made to make sure that cordial relationship is established with the respondent in order to build trust prior to the date of the interviews.

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