STRATEGIC MARKETING PRACTICES IN HOSPITALITY INDUSTRY: A STUDY OF SELECTED HOTELS IN ZARIA METROPOLIS

Weze Chintuwa Eugenia and P. A Igbojekwe
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Weze Chintuwa Eugenia: Department of Home Economic, Federal College of Education, Zaria, Nigeria.
P. A Igbojekwe: Department of Hospitality and Tourism Management, Imo State Univesity, Owerri, Nigeria.

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Abstract: Strategic Marketing is a tool for achieving competitive advantage in the hospitality Industry. Strategic marketing can lead to product and service innovation. The study examined the level of adoption of strategic marketing as a tool for achieving competitive advantage, and the relationship between strategic marketing and organizational performance. Two hypotheses were formulated and tested to guide the work. The respondents used in this study were drawn from employees and customers of seven (7) selected hotels. The questionnaire was used to collect data. Percentage and descriptive statistics were applied in data analysis. It was found that the level to which hotels have adopted strategic marketing as a tool towards achieving competitive advantage is very encouraging. Majority of the hotels conduct environmental analysis. This finding suggests that hotels in this study respond and adapt to changes in their environment. Positive and significant relationship was found between strategic marketing and organizational performance. It was concluded that there is a significant relationship between strategic marketing and organizational profitability. Based on the above and other findings, it was recommended that for hotels to achieve competitive advantage there is need for adoption of strategic marketing. Understanding the operating environment and strategies to adopt in order to satisfy customers will place hotels above their competitors, as the expectations of the customers will be met adequately.

Date: 2017-06-07
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Published in Journal of Global Economics, Management and Business Research, 2017, 9 (2), pp.60-68

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05364031

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