PROSPECTS AND PROBLEMS OF E-MARKETING IN THE HOSPITALITY INDUSTRY

PROSPECTS AND PROBLEMS OF E-MARKETING IN THE HOSPITALITY INDUSTRY

CHAPTER ONE

INTRODUCTION

1.1    BACKGROUND OF THE STUDY

Marketing is described as “an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders” in the American Marketing Association’s (2008) definition. Marketing is essentially a customer-focused business philosophy or way of operating; customer-focused businesses prioritize the needs and wants of their customers. According to this viewpoint, marketing’s ultimate objective is to create and keep profitable customers by meeting their needs. It is important to note that Asia, including Hong Kong, presents particular difficulties for businesses trying to retain profitable customers. This is due to the fact that locals here tend to be more group-oriented, and the

Effects from word-of-mouth are particularly potent.

Hospitality marketing is distinctive because it addresses both the intangible elements of the hospitality and tourism industries as well as the tangible products, such as a bed in a hotel or food in a restaurant. It is about the social status and travel experience that comes with dining at a fine-dining establishment. Any hospitality and tourism product, company, or tourist destination must succeed in hospitality marketing. An effective marketing campaign promotes a good or service that satisfies consumer needs and wants while also making money for the company or nation that offers it.

E-marketing is any form of marketing carried out online using websites or other online platforms. using e-marketing

include premium services, whereas some techniques are essentially free. Direct email, SMS/text messaging, blogs, webpages, banners, videos, images, ads, social media, search engines, and a plethora of other eMarketing techniques are all at your disposal.

Statement of the problem: 1.2

It has been emphasized that the internet has made a significant contribution to the growth of the hospitality sector and the nation as a whole, and that businesses from all over the world now almost exclusively manage and market their services through the use of the internet (ICT). ICT should therefore be critically examined by those who have not yet integrated it into their operations.

The hospitality sector’s contribution to Nigeria’s economy’s overall expansion

It cannot be emphasized enough. The success of the hospitality sector depends on having an effective and responsive hotel sector that follows contemporary business and customer service trends. Because of the effectiveness and intelligent services offered as a result of e-business, there are greater opportunities for businesses, industries, and the nation as a whole, necessitating the availability of knowledge through research.

The adoption of e-marketing has always been hampered by skepticism, particularly in developing nations where information and communication technology (ICT) has yet to reach its full potential.

Utilizing an organization’s current structures, systems, and operating procedures allows managers and operators to remain in their comfort zones without facing many challenges. However, e-business offers a more contrasting option, and its

Adoption offers more advantages and makes modern businesses more competitive on a global scale.

1.3.1 PURPOSE OF THE STUDY

The study’s goals are to determine which of the following:

1. To determine the advantages of e-business for the Nigerian hospitality sector.

2. To ascertain whether e-marketing poses difficulties for the hospitality and tourism sector’s clients.

3. To determine if there are any potential solutions to the electronic threats

.

1.4 QUESTIONS FOR RESEARCH

The following research questions were stated to guide this study:

(a) Are there the benefits of e-business to the hospitality industry in Nigeria?

b) Does e-marketing bring challenges to customers’ of the hospitality and tourism industry?

(c) Are there possible ways of correcting the electronic threats?

1.5 SIGNIFICANCE OF THE STUDY

The

The importance of this study can be seen in the fact that its findings can be used to create a national policy framework that serves as a roadmap for the adoption of e-business and e-marketing. The study will deepen our comprehension of the following topics as they relate to Nigeria.

It demonstrates the value of e-business in the hospitality industry for a developing nation like Nigeria.

It highlights the advantages of using e-marketing.

It addresses the difficulties that keep businesses from benefiting from e-business.

It serves as the foundation for further investigation into the uptake of e-business in other spheres of the Nigerian economy.

1.6 THE STUDY’S SCOPE

The study uses Idems Ultimate Hotel, Uyo to examine the opportunities and challenges of e-marketing in the hospitality sector. The

The study will concentrate on the idea of e-marketing, e-marketing in the hotel industry, benefits of e-marketing, and services to customers.

Limitations of the study: 1.7

Financial limitations: A researcher’s ability to find relevant materials, literature, or information and to collect data is typically hindered by a lack of funding (internet, questionnaire and interview).

b) Time restraint: The researcher will conduct this study in addition to other academic work at the same time. As a result, the time spent on the research work will be reduced.

1.8 THE STUDY’S ORGANIZATION

Five chapters make up the structure of this study. The study’s historical context is covered in Chapter 1’s introduction. Chapter two is the review of related literature while research methodology was presented in chapter 3. The collected data were presented, examined, and interpreted in the fourth chapter. Chapter five provides a summary of the work, a conclusion, and recommendations.