ABSTRACT
The study
was on the impact of marketing in the development of tourism in Enugu state.
The
researcher towards reviewing all the related literature necessary to up date
the subjects and have a better understanding of the impact of marketing n the
development of tourism. Research conducted revealed that for tourism to prosper
in the future that is needed for recognition and implementation of all the
marketing concepts.
The
data for this study were collected both from the primary and secondary sources.
A pilot survey of the population was conducted to determine the sample size, on
the course of the analysis, may problems were discovered to have hampered the
effective and efficient performance of tourism industry in Enugu state. These findings are such as.
1. Non application of marketing
concepts or marketing activities like sale promotion.
2. There is also no marketing
department for the majority of the tourism organization.
3. There is also lack of government
commitment in the implementation of tourism policies.
4. The tourism organization
themselves have not been able to understand the environment they operate before
fixing their prices.
5. Inadequacy of fund has also been
the major constraints for effective tourism development. Equally tourism
industry itself is managed by people who are professional incompetent in the
field of tourism. The researcher based on these findings recommended that
tourism association should participate in the marking of tourism policies.
The adequate publicity should be
given to the industry through sales promotion and advertising to create tourism
awareness. That tourism organization should establish and run their own
marketing department which should be headed by marketing professions for
enhancement of tourism development. That the pricing policies of the different
tourist organizations.
TABLE OF CONTENT
Title page
Approval page
Dedication
Acknowledgements
Abstract
CHAPTER ONE
1.1
Introduction
1.2
Background of the study
1.3
Statement of the problem
1.4
Objective of the study
1.5
Research hypothesis
1.6
Significance of the study
1.7
Limitation of the study
1.8
Definition of the term
CHAPTER TWO
2.0
Review of related literature
2.1
The impact of tourism
2.2
The service of tourism
2.3
Tourism potentials in Enugu
state
2.4
Characteristics of tourism services
2.5
Marketing mix
2.6
Marketing strategy
2.7
Benefits
2.8
The needs for tourism development.
CHAPTER THREE
3.1
Research methodology and design
3.2
Population of the study
3.3
Sample size
3.4
Sampling technique
3.5
Treatment of data
3.6
Research instrument.
CHAPTER FOUR
DATA PRESENTATION, ANALYSIS AND INTERPRETATION
4.1
Data presentation and interpretation
4.2
Test of hypothesis
CHAPTER FIVE
SUMMARY OF FINDINGS, RECOMMENDATION AND CONCLUSION
5.1
Summary of findings
5.2
Recommendation
5.3
Conclusion
Bibliography
Appendix
Questionnaire
LIST OF TABLES.
1.How long the staff of the
tourist organization has been in office
2. Assessing the quality of
services provided by their organizations
3. The organization sources of
fund.
4. The price of adopted by the
tourist organization leads to increase insides.
5. Factors that influence the
price of the product.
6. Setting the prices of their
product
7. Period the organization record
greatest sales.
8. Strategies adopted by various
tourist organizations to attract customers for the service
9. Advertising media used by the
tourist organization.
10.
Whether the tourist organization have marketing department.
11.
Marketing strategy used by tourist organization to increase sales
12.
Distribution according to sex
13.
Distribution according to materials status
14.
Distribution according to academic qualifications
15.
Distribution according to age
16.
The quality to tourist products services offered.
17.
Distribution strategies adopted by tourist organization to attract
customers.
18.
Tourist products provided by tourist organization in Enugu state leads to increase in sales.
19.
What the prices of tourist patronage on Enugu state.
20.
Promotional strategies of tourist organization in Enugu state leads to customer awareness.
21.
Assessing the environment the tourist centers in Enugu state operate.
22.
Distribution in terms of patronage
23.
Distribution according to sex
24.
Distribution according to marital status
25.
Distribution according age.
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
Tourism is
defined as the practice of traveling for pressure especially ones holidays
tours, Hotel etc. for tourist.
Also
tourism is the sum of the phenomenon and relationship arising from the travel
and study of non-residents in so far as they do not lead to permanent residence
is not convicted with an earning activity.
Tourism
is an industry, which is based on the visits made by people within and outside
the country for the purpose of relaxation revisiting rest and participation in
exciting non-routine activities. The destinations of tourist traffic are usually
located outside where the tourists like and work.
Tourism,
people travel outside the normal domicile to other areas within the country on
the other hand when people travel to a country on the other that in which they
normally like and which is a separated, national unit with its own political
and economic system. They are involved in international tourism. In determining
the impact of marketing on the development of tourism, Philips Kotler defers to
marketing as a managerial process which identifies anticipates and supplies customer’s
requirement efficiently and profitability in deed, marketing as one other
management function has number contributions to make in tourism development.
Krippend
off defined market tourism as the
systematic and coordinate execution business policy by tourist undertaking
whether state owned at local regional national international level the needs if
identifiable consumers groups and in doing so to achieve an appropriate return.
The
first equipment for tourism planning therefore is knowledge of the market and
this involves researching into people and their need that is to sky tourism
facilities should be organized primarily to meet the needs of the guest or
users.
The
impact of market is seen to include the assessment of consumers demand in the
first place and not mercy satisfying demand as it appears.
1.2 STATEMENT OF THE PROBLEMS.
The growth
and development of tourism are not without problems. The first is that of land
used when for example much of the areas of the tourist destination is devoted
to enable land and to other forms of agriculture. There may be a conflict in
the demands which tourism makes on the countryside for land requirement for his
facilities.
This
calls for provision of areas of land and arising the problems of a location of
scale resources in the most equitable and satisfying way.
Secondary there may be conflict
between the demand of visitors and the interest of resident of a town or region
the large the number of visitors and the greatest of risk of inconveniencies or
loss of amenity and facility of those living in the town or regions.
Tourism
implies the injection into the destination of an alien elements which may
engender resentment in other words, tourism may guess rise to population
explosion. It is an important test of the tourist organization to educate the
resident population.
Thirdly,
tourism is to a considerable extent seasonal activities as observed during this
study, tourist centers have special days or needs or period of highest visits.
Relatively
little of tourism continuities throughout the year, most of its facilities are
used intensively for less than half time. This ledges to a wasteful use of
resources and may in seasonal unemployment, this is to an economic as well as
social problem.
Fourthly,
another problems is in the area of promotion and publicity to change some of
the traditional attitudes of our people with a largely aggression culture to
coax them out of the conservatism to which they seen entrusted. The public
needs to be relaxation and on what tourism is all about. Need, many people do
not even know about the existence of some of our tourist attractions existing
in the state.
However,
it must be pointed out that our tourist organizations have been less concerned
with the promotion of their service. They should involve themselves in
promotional activities such as the sponsoring of sport tournaments at least
twice a year. They should also engage in organizing for instance culture
festivals. This non-development of tourist facilities to complete favorably
with those funds in development countries, account for constant movement by
Nigerians to overseas countries for holidays and relaxation these people who
would have constitutes the tourist market in Nigerian are loss to oversea
market.
1.3 OBJECTIVE OF THE STUDY
In this study, the
researcher intends
1. To identify the target market and
to highlight the purpose of relaxation to individual consumers who make up the
market.
2. The researcher wishes to identify
the tourist attention (product) available on the state and their facilities
3. It is also the wishes of
researcher to identify the various ways or media by which the proprietors have
seen able to make suggestion on ways to brining their services to the people or
consumers.
It is the intention of the
researcher in this study to ascertain to what extent the state of tourism in
the state will be improve or developed by.
a.
Exploring the impact of marketing in tourism development and determine
market problems in tourism.
b.
Ascertaining the position of the tourist industry in the economic
development of the state
c.
Finding out if there are real qualified professionals in our tourist
industry.
d.
Finding out the problems encountered in running and maintaining tourist
facilities.
e.
Finding out the tourist industry actually applies the “Concept of
marketing in marketing its tourist products.
1.4 STATEMENT OF HYPOTHESIS
Ho: The quality of tourist
services offered by tourist organizations in Enugu state is not satisfactorily.
H1: The quality of tourist product/facilities
offered by tourist organization in Enugu
state is satisfactorily.
Ho: The price of tourist product provided by
tourist organization in Enugu
leads to increase in sales
H2: The price of tourist product provided by
tourist organization in Enugu
does not lead to increase in sales.
Ho: Distribution strategies adopted by tourist
organization in Enugu
do not have positive effect on tourism products.
H3: Distribution strategies adopted by tourist
organization in Enugu
state have positive effect on tourist products.
Ho: The promotional strategies adopted by
tourist organization in Enugu
do not lead to customer awareness.
H4: The promotional strategies adopted by
tourist organizational in Enugu
leads to customer awareness.
Ho: The marketing strategies employed by tourist
organization do not lead to increase sales.
H5: The marketing strategies employed by tourist
organization lead to increase sales.
1.5 SIGNIFICANCE
OF THE STUDY
The
researcher hopes that this study will enable the tourist industry/cooperators
and government value the effect of non-application of marketing concepts.
The study
will also help all the tourist industry in Nigeria especially in Enugu state to know the
reason behind the poor performance of the tourist industries and understands
the impact to play in the tourist facilities and the users.
The study
will also act as a literature review to those interested in doing further
studies in this areas of the study will also help keep the tourist proprietors
to live up to their effectuation of their consumer or guest by making sure that
all necessary tourist centers are developed and the facilities properly maintained.
Finally,
the management proprieties including government will benefits from this report
of this study
1.6 LIMITATION
OF THE STUDY.
The
researcher was supposed to make a study of the many tourist centers that make
up the tourist industry in the country.
But owing
to certain circumstances and observation, the study of Enugu metropolis only led to been taken the
circumstance which made the study to be limited to only Enugu state considered inadequate of the
study and economic constraints.
The researcher
also noticed that the tourist industry is faced with almost the same problem of
underdevelopment throughout the country. Therefore it is assume that since such
is the cash a study within the Enugu
urban will be adequate.
1.7 DEFINITION
OF THE TERMS
1 TOURIST DESTINATION: These are people who travel to
outside the race where they live and work within a few days, weeks, or months.
2. TOURIST DESTINATION: These are countries, region,
distinct, towns, village or other geographical area visited by tourists.
3. TOURIST MARKET: This may be viewed as not works of
dealing between buyers and sellers of tourist products i.e. between tourist and
providers of tourist facilities and sources and represent tourist demand.
4. TOURIST PRODUCT: This is a narrow sense, consist of
what tourist buy, an a wider sense, tourist at the destination and if the
facilities and services they use to make it possible.
5. TOURIST FACILITIES AND SERVICES: Are facilities and
services used by tourist they include transportation, accommodation, catering
entertainment. Tourist facilities and services represents tourist supply.
6. TOURIST INDUSTRY: Is the sum total of producers of
tourist facilities and services, that part of the economy which has common
function of supplying tourist needs firms and establishment dealing income from
tourist.
7. TOURIST
CENTER: Place of great
tourist activity which the potentials of attracting people tourist from
surrounding distracts or from which they go out
8. TOURIST ATTRCATION: Places/areas that have some potential
of futures natural or other wise into a tourist centers.
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