ABSTRACT
This topic “The
role of marketing in the development of tourism in Nigeria using Nike lake
Resort Enugu as a case study” was carried out to show how Nike lake resort
provides satisfaction to customers through sales promotion as the role of
marketing in the development of tourism. The research is an attempt to give a
summary of this work, draw a vivid picture of what the research work is all
about while at the same time highlight the purpose, methods and results of the
study. The study was divided into first chapters. The purpose of the study
covered specifically the following critical areas: determine how sales
promotion contributed in the profit motive of the firm used as the case study,
determines how customers were stimulated to patronize the hotel. Consequently,
in order to ensure that the purpose for the study were achieved the researcher
strategically adopted the tools outlined contribution to the findings. The
techniques and tools employed were as follows. Sample survey preliminary test,
source of data collection, sample size, research population and statistical
analysis, All of which we discussed in chapter 3. The information gathered
through the questionnaire distributed were used in data analysis in chapter
four (4) of this study. In the data analysis, table and percentages were used
for analyzing the questionnaires. In fact, hypothesis formulated in chapter
four using chi-square (x2) technique. The purpose of which as that
it provided accuracy and could be used for one or more variables the results of
the hypothesis were summarized in chapter five (5) of this work. In conclusion
therefore, it is worthy of note that the adoption of application of the above
approaches and or techniques were with the sincere believe to providing an
acceptable and reliable information for this research work which at the same
time serves as a reference point for subsequent research studies in a related
topic.
TABLE OF CONTENTS
Title
page i
Approval
page ii
Dedication
iii
Acknowledgement iv
Table
of contents vi
Abstract
ix
CHAPTER ONE:
1.0 Introduction 1
1.1
Background of the study 1
1.2
statement of the problem 2
1.3
Purpose of the study 3
1.4
Significance of the study 3
1.5
Research question 4
1.6 Hypothesis 5
1.7 Scope of the study 5
1.8 Definition of terms 6
CHAPTER TWO:
2.1 Review of Related Literature 8
2.2
Definition of Tourism 9
2.3
Role of marketing in the Development of
Tourism
2.4
Origin of Tourism
2.5
Benefits of Tourism
2.6
The need for Tourism Development
2.7
The Role of marketing in Tourism
2.8
Tourism marketing
2.9
Marketing concepts in Tourism
2.10
Market mix
CHAPTER THREE
3.1Design
of the study 28
3.2
Area of the study 29
3.3
Population of the study 29
3.4
Sample of the Study 29
3.5
Instrument for Data Collection 30
3.6
Validation of the Instrument 31
3.7
Distribution and Retrieval of the Instrument 31
3.8
Method of Data Analysis 32
CHAPTER FOUR
4.1
Presentation of Data
4.2
Analysis of Data
4.2.1Analysis of
having effective marketing
department
in tourist organizations with
marketing
professional to oversee and tackle problem
that may arise.
4.2.2 Analysis of
advertising tourist service along
with the marketing strategies to its
consumers
for effective goals.
4.2.3Analysis of
accepting marketing as a discipline
with
its concepts have bearing to management
of tourism.
4.2.4Analysis to make
or mar the economic
development
of a nation and the ways in which
government
can encourage tourism.
4.2.5
Analysis
of having adequate tourist facilities
in our tourist centres.
4.3
Hypothesis of the role of marketing in
the
development
of tourism industry in Nigeria.
4.4
Discussion of findings.
CHAPTER FIVE
5.1
Summary of the Findings
38
5.2
Conclusion 39
5.3
Recommendations 40
5.4
suggestion for further Research 42
References 43
Appendix
A 45
Appendix
B 46
Questionnaire 47
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
There
is no gain saying the fact that the ultimate aim of every business undertaking
is to maximize profit. Some organizations fail to recognize that satisfaction
is synonymous with profitability. This means that until a consumer is satisfied
with an offering, the organization has not achieved its profit goals.
In fact marketing as one of the
management functions,,, has numerous contribution to make in tourism
development.
Marketing
is the management function which organization and directs all those business
activities involved in assessing and converting customer purchasing power into
effective demand for a specific product or services to the final consumer or
use so as to achieve the profit target or other objectives set by the company,
it was seated by British institution of marketing.
J.
KRIPPERDORT (1979:35) defined marketing in tourism as the systematic and
co-ordinate execution of business which by tourist undertaking to achieve
optimal satisfaction of the need of identifiable consumer groups and in doing
so to achieve appropriate profit for themselves.
The 7P’s Tourism
In
any business there is the need to understand the marketing mix in order to be
successful. Not to over emphasis on this 7P’s of tourism. This 7p’s examined
the marketing mix of tourism, the product element, the price element, the
promotion element, the place (destination) element, the people element, the
process element and the physical evidence element.
These
are applied to the package holiday sector of travel industries to illustrate
the importance of each element. On this belief emphasis on 7P’s, Tourism which
is defined as the practice of travelling for pleasure, especially during
holidays and the business of providing holidays tours, hotels etc for tourist.
Tourism
is also the sum of the phenomena and relationship arising from the travel and
stay of non-residents and is not connected with any earning activity. Defined
by 2 HANILIER and KRAFT
It
is an industry, which is based in the visits made by people within and outside
the country for the purpose of relaxation recreation and participation in
non-routine activities.
The
destinations of tourist center are often located outside where people live and
work.
Tourism
may also be domestic or international in domestic tourism people usually
travel, outside their normal domicile to other areas within the country. It is
international when it involves movement from separate national unit, which has
its own political and economic system.
Some
of the areas of interest in tourism includes the following;
1. THE MUSEUM:
these are place where antiquities and historical monuments are kept the
monuments depicts the cultural and historical background of a given society.
2. HOTEL AND OTHER ANCILIARY
SECTORS: They provide accommodation, catering services, halls
for meetings and seminars as well as other attractions.
3. AMUSEMENT PARKS GARDEN: There
places are for relation and refreshment of the mind and brains, they also serve
as centres of attraction for sightseeing.
4. GAME RESERVES: These
are places where different wild life creations are viewed in their natural
habits.
5. NATIONAL FEATURES: These
refer to the vegetation scenery and the different land forms on the landscape.
They include caver, lakes etc, this
sector of tourism is referred to as physical tourism. These include
constitutional works like dams and some special architectural designs of
building Tourism resources under these categories are generally classified into
environmental social infrastructural and resources centres since they are
features for human habitation.
TOURISM- THE NIGERIAN SITUATION
Nigeria
is a nation, which has enormous human,. Cultural and environmental resources
for tourism development. They include the Jos plateau, the Yankari game reserve, the Obudu cattle Ranch, Kamji Dam
and lake, the Bar Beach in lagos, the Bonny Beach, Agulu lake in Anambra,
Ogbunike cave in Anambra, the national war museum in umuahia, Igboukwu Bronze
in Anambra, the Badagry slave market, wiki warm springs, national game reserve,
Eko Tourist Beach. Resort and Nike lake
resort in Enugu state.
Tourism is one of the industries which
various government in Nigeria have tried to establish firmly in order to create
employment opportunities for our citizens, attract foreign visitors and
investors etc. it also serves as a unifying force among people if different
racial backgrounds, generates foreign exchange earnings for economic
development. These and other benefits account for the huge investment in the
tourist industry.
Unfortunately, however there has not
been any major break-through in the realization of the objectives of the
governments. This is largely due to the fact that the governments view of the
industry is very narrow and myopic, hence it has not been properly defined and
planned.
The establishment of the Nigerian
tourism Boards in 1976 and the subsequent promulgation of decree instituting
the first National Park in the country in 1978, basic steps towards elevating
tourism from its forgotten and retarded position in government development
effort yet there is absence of a nation wide policy on tourism and parks in
order to specify the roles and its forms of recreation in national park system.
The effort of Enugu state government to
development tourism received a statutory blessing with the provision of decree
54 of 1976 which established the Nigeria tourist Board as an agency of the
federal Government sector, seven of the decree required every state to set up
tourism committees charge with the following functions.
1.
To assist and advise the Nigeria tourism Board on the implementation of the
decree 1 matters such as the provision and the improvement of tourist amenities
on facilities including the development of hotels and other facilities.
2.
To provide advisory and information service.
3.
To grade and classify hotels.
4.
To assist in the development of parks, historic cities, game reserve and beach
natural beauty sports, holiday resort and so on.
5.
To publicize tourism
Having identify tourism as an industry
in our guest for development and having identified its products as museum,
hotels amusement parks, Game reserves, nationals features etc the next problem
then become how to reach the consumer with the product and whether the price
affect the product quality.
1.2 STATEMENT OF THE PROBLEM
The tourist industry had been identified
as lucrative and viable investment. All government, private and public efforts
to develop it have not yielded the desired result,
This
is caused by a number of factors which includes:
a.
Poor communication
b.
lack of skilled personnel and managements.
c.
Poor planting and lack of finance.
It is the researcher’s intention to
ascertain to what extent the condition of tourism in Nigeria will be improved
and developed by :
a.
Exploring the role which marketing plays in its development and find out
marketing problems in tourism.
b.
Ascertaining the position of tourist industry in the economic development of
the country.
c.
Find out if there are qualified professional in the tourist industry.
d.
Find out the problems encountered in running and maintaining tourist facilities
in Nigeria.
e.
Find out if the tourist industry applies the marketing concepts in the process
of offering its product and services for attention.
1.3 PURPOSE OF THE STUDY
The
purpose of the study include:
a.
To identify what properties of tourist centres have not been doing to enhance
tourism development.
b.
To study marketing problems militating against tourism development in Nigeria,
and make recommendations and how to improve on them.
c.
To suggest solution that will improve tourism and guarantee its perpetual
success.
d.
To suggest ways of bringing their service to the consumers.
1.4 SIGNIFICANCE OF THE STUDY
The significance of this research cannot
be over emphasized, it will defiantly be useful to the tourist industry. It
will outline most of the problems that the tourist centre encounters in an
attempt to realize their set objectives. It will also improve the service of
the staff and help customers to appreciate the service rendered to the management.
The study will also help tourist centre
which have been performing poorly to determine the reasonable and apply the
suggestions made in this work to improve their profitability.
Financially, it will expose why all
efforts to develop tourist have not been successful and thus help the
government to take appropriate measure to achieve a reasonable result.
The result of this study is intended to
help improve the marketing role in the development of tourism in Nigeria. It
will also be useful to future student of marketing or any person who may use it
as a reference while making a study on the topic or related topics.
1.5 RESEARCH QUESTIONS
Based on the purpose of the study, the
following Research questions becomes relevant:
a.
To what extent does sales promotion contributes to the development of tourism,
customers’ satisfaction and organization profitability?
b. What is the place of marketing in tourism
development?
c.
Are there significant marketing oriented problem encountered in the tourist
industry?
d.To
what extent are there qualified personnel in the tourism development?
e.
What are the problems militating against the management and maintenance of
tourism facilities in Nigeria?
1.6 HYPOTHESIS
A
hypothesis is a statement or assumptions about an unknown population parameter.
A
test performs to verify whether a hypothesis is true or false is called a test
of hypothesis. For the purpose of this study, I wish to hypothesize as follows:
Ho1:
sales promotion do not contributes to the development of tourist, customer’s
satisfactory and organization profitability.
Hi1:
sales promotion contributes to the development of tourist, customer’s
satisfactory and organization profitability.
Ho2:
There are no significant marketing oriented problems encountered in tourism
industry.
Hi2:
There are significant marketing oriented problems encountered in tourism
industry.
Ho3:
None employment of qualified personnel in our tourist centre affect the
development of tourism.
Hi3:
None employment of qualified personnel in our tourist centre do not affect the
development of tourism.
These hypotheses will be tested at the
end of this study based on the analysis of the data obtained.
1.7 SCOPE
Firstly,
the study will cover a general survey of tourism industries as a catalyst for
economic growth in Nigeria. Secondly, it will x-ray the contents of tourism
(the components of tourism industries.)
Thirdly, it will cover the factors that
have enhanced or hindered the role of marketing in the development of tourism
industries to grow and analysis how they have managed such issues in the past.
Finally, the area of interest will cover
an appraisal of identify lapses association with the centre application of
tourism system, contents shall also be made with other similar industries.
1.8 DEFINITION OF TERMS
TOURISM: this is denoted the temporary, short term
movement of people to destinations outside the places where they live and work,
and their activities during the stay at this destinations.
MARKETING:
it can be seen as consisting of all profitable human activities undertaken by
the firm towards the creation of satisfied customers.
MARKETING IN TOURISM: This
is systematic and coordinated execution of business policy by tourist
undertaking to achieve optimal benefit and satisfaction of the needs of
potential and identifiable consumer groups and in other to achieve suitable
profit for themselves.
CUSTOMER: Consumer
is someone who buys goods and services from a shop/store.
CUSTOMER IN TOURISM: These are the potential human beings who are
willing to undertake tourism, in other words those who are willing to buy the
service of travelling,, sight seen and re-creations.
MUSEUM: This
is a place in which objectives of artistic, cultural, historical or scientific
interest are displayed. Is where antiquities and historical monuments are kept.
The monument depicts the cultural and
historical background of a given society.
AMUSEMENT PARK: These
places are relaxation and refreshment of the mind and brain, they help also
serve as centre of attraction for sightseeing.
ADVERTISING: It can be defined as anything that can be
offered to a market for attention, acquisition, use or consumption and which
might satisfy a want or need.
SALES PROMOTION: It can be seen as an activity and/or material
that acts as a direct inducement, offering added value or incentive for the
product, to resellers salepersons or consumers.
MARKETING RESEARCH: This
is referred as a planned collection, analysis and reporting of data for possible
application to a specific marketing situation.
QUESTIONNAIRE: It
can be seen as a set of relevant questions administered to respondents for
answers. They are usually regarded as the most common tools for primary data
collection, especially where the respondents to be studied are large.
CHI SQUARE (X2): x2
distribution is a statistical distribution that can be used to test if an
observed series of data differs significantly from what was expected.
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