IIARD International Institute of Academic Research and Development

JOURNAL OF HOTEL MANAGEMENT AND TOURISM RESEARCH. (JHMTR )

E- ISSN 2756-5807
P- ISSN 2695-2408
VOL. 4 NO. 1 2023
DOI: https://doi.org/10.56201/jhmtr.v4.no1.2023.pg28.46

---

Marketing of Hotel Services in Nigeria (A Case Study of Mac – Davos Hotel Enugu, Nigeria)

Efanga, Ini-obong Okon, Chukwu, Peter Damain Ezechi, Efanga, Udeme Okon

---

Abstract

The aim of this research is to investigate the impact of effective marketing in the hospitality industry and how it can contribute to the growth of the industry in terms of patronage and profit maximization. Case study of Mac-Davos Hotel Enugu. This study adopted the survey research design and questionnaires were administered through online survey. The responses elicited from the respondents were analysed using regression method to draw inference and test the hypotheses developed in this study. From the result derived from data analysis, the results showed that effective marketing strategies can lead to positive impact on the growth and performance of the hospitality industry, case study of Mac-Davos Hotel, Enugu, Nigeria. From the foregoing, the researcher recommends that Mac – Davos hotel should revisit her pricing policy and reduce where necessary, price of some of her services especially accommodation. Also, the marketing strategies applied by Mac – Davos hotels should be improved upon as the dynamics of the economy evolves in order to remain relevant in business.

keywords:

Marketing, Strategies, Hotel Services, Mac-Davos, Nigeria

---

References:

Aina, O. C., (2020). E-marketing and the hotel business promotion: Prospect and challenges in
selected hotels in Ado-Ekiti, Nigeria, Journal of Business Management and Economics
Vol. 11(1). pp. 021-026
Amin, M., Yahya, Z., Ismayatim, W. F. A., Nasharuddin, S. Z., & Kassim, E. (2013, April).
Service Quality Dimension and Customer Satisfaction: An Empirical Study in the
Malaysian Hotel Industry. Services Marketing Quarterly, 34(2), 115–125.
https://doi.org/10.1080/15332969.2013.770665.
Burman, B., Albinsson, P. A., Hyatt, E., and Robles, B. (2017, January 2). The Impact of Price
Level and Appeal Type in Hotel Advertising: A Pilot Study. Services Marketing
Quarterly, 38(1), 46–56. https://doi.org/10.1080/15332969.2017.1271207

DOWNLOAD PDF

---

Back