THE IMPACT OF MARKETING IN THE DEVELOPMENT OF TOURISM IN ENUGU STATE
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
Summary of findings
Recommendation
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.
