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ABSTRACT
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Tourism Boards are established by
various government to accrue revenue. And the tourism Boards cannot have the
revenue without letting the general populace know what they have to offer.
And this can be done through any of the promotional mix variables.
This research work is aimed at
finding out the role advertising plays in tourism development. Chapter one
contains a general discussion of the role advertising plays in tourism
development. It went further to state the problem to be studied and why this
study was carried out the scope, limitation of the study and finally the
significance of the study and the definition of term.
A number of post – related
literatures examined by other studies as it relates to the role of
advertising in tourism. Development were highlighted in chapter two. Chapter
three deals with the design of the study, the method used in collecting
relevant data. It also deals with the way the questionnaires were distributed
and the treatment of data. The data got from the research survey were
analyzed and interpreted.
Finally, the summary of findings,
conclusion on the research and recommendations made by the researcher are all
in chapter five. If tourism boards put the recommendation made in the study
to use, they will satisfy their customers and also increase in profit level.
Thereby making the problems of tourism a thing of the past.
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CHAPTER ONE
INTRODUCTION
BACKGROUND TO THE STUDY
Advertising is one phrase that has
been given different definitions by authors and these definitions in various
ways portray what advertising is all about.
According to Tother (1988)
advertising refers to any non personal or one – way form of communication
conducted through paid media under dear sponsorship.
Stanton W.J (1983) says that
advertising consist of all the activity involved in presenting to a group, a
non – personal, oral or usual, openly sponsored message regarding a product,
service or idea.
According to American marketing association
(1960) “advertising can be defined as any paid form of non personal
presentation and promotion of ideas, goods and services by an identified
sponsor”.
In (2002) Rotler defined,
advertising as any paid form of non personal presentation and promotion of
ideas, goods or services by an identified sponsor.
From the above definitions, it is
obvious that advertising is a paid communication undertaken by an identified
sponsor and governing all business activities. These activities may
include placement of announcement and messages of products and services on the
television, radio, magazines, newspaper, outdoor leaflets etc. with the aim of
creation awareness.
Advertising is important at the
introductory stage because when a company introduces a new product or services,
it has to inform its potential customers of the existence of such product or
services. The need for it, where it can be found, how it can be used and
in some cases the price at which it can be obtained. It is also very
important in sustaining already existing product or services in the
market. This is because one cannot take up an airplane and cut often the
engine. Advertising is the force that elevate the products or services
high and if it is suddenly cut off there will be a downward phase of the
product and services.
Moreover, advertising has proved to
be more efficient and less costly source of information than any other sources
(Wright et al 1983). Another important aspect of advertising is that it
creates or stimulates demand for a product or service through persuasion.
Advertising creates demand for a
product or services where such a demand did not previously exist and even where
there is such demand for such products or services. Thus, government,
social organization have all used advertising and even religious organizations
use advertising, so, advertising is not for only business firms but also for
other organization. Advertisements are cost effective way to disseminalte
messages, where to build brand preference for a product and / service or to
educate people to avoid hard drugs.
Organizations handle their
advertising in different ways. In small companies, advertising is handled
by someone in the sales or marketing department, who works with an advertising
agency. A large company will often set up its own advertising department,
whose manager reports to the vice president of marketing. The advertising
departments job is to propose a budge and handle direct mail advertising,
dealer displays and other forms of advertising, most companies use an outside
agency to help create advertising campaign and to select and purchase media.
Advertising has a carnjorer affect
that lasts beyond the current period. Although advertising is treated as
a current expense, part of it is really an investment that builds up an
intangible asset called brand equity. When N5m is spent on capital
equipment, the equipment may be treated as a five year depreciable asset and
only one fifth of the cost is written off in the first year. When N5m is
spent on advertising to launch a new product, the entire cost must be written
off in the first year.
Thus treatment of advertising
reduces the company’s reported profit and therefore limits the number of new
products launches a company can undertake in any one year.
This study however is not aimed at
all aspects of advertising, in tourism development in Enugu state. And
the study is to bring into limehgut how advertising has played a major role in
the states tourism bard, Enugu has been selected as the case organization.
Decree 54 of 1976 established a body
known as the Nigeria tourism board. The same decree 54 gave rise to
tourism committees at the state level and at the local government level, within
of the sort was in existence – but on the 31st of Dec. 1997 the
decree was charged by decree 81, which changed the name of the body from
Nigeria tourism board to Nigeria tourism development cooperation which has its
head office at Abuja. The same decree 81 created 36 state tourism
boards. And at the local government level 774 tourism committees were
created by decree 81 of 1992. Enugu state tourism board is the charge of all
tourism attractions in the stage like business tourism, educations tourism etc.
And due to the hospitability of the
people of the state and peaceful atmosphere, the state tourism board advertises
to the general public the tourism attractions in the state by the publication,
tourism today and through electronic media.
STATEMENT OF THE PROBLEM
Enugu state have for sometime been
experiencing immense improvement in tourism. The state s one of the few
states in the country that is being patronized in terms of tourism and Enugu
state tourism board Enugu is the body behind the development of tourism in the
state. And the state tourism board has many tourism attractions like arts
etc. in tourism, Enugu state is not the only state that has tourism board but
its services is always being sought by tourists in the country and foreign
tourists.
And in study the researcher intends
to find out: why Enugu state tourism board is a success in tourism? Is the
success as a result of the role advertising play? Why do people prefer the
state tourism centers to other states tourism centers? Is advertising
hereasing the demand for tourism in the state?
SIGNIFICANCE OF THE STUDY
This study is very timely because
many company executives are still not sure of how much attention and money that
will be accrued to advertising. Marketing managers stand to benefit
tremendously by this study because the study will make clearer the role of
advertising in business, which cannot be replaced by any other promotion.
Marketing will be complete without advertising because it stands out in the
crowd. This study will help to correct the impression in some marketing
managers that advertising is mearnt to generate as much sales as possible not
minding the means. They will lean through this study that advertising
must not over step social and legal norms.
This study will be of immense
benefit to all state governments in Nigeria, also to the organized private
sector. The study will make known the important role of advertising in
both tangible products and / services. And the study will enable the
federal, state and local governments to stop wasting huge sums of money, which
are not being channeled well. And the study will make the country’s
aspiration of high economic growth and development in this democratic
dispensation attainable.
The marketing students are not least
out of the benefits. The study is educational and exposition in the sense
that students will be exposed more to the exciting part of advertising.
The role advertising plays in business may have abscured to the student but
through this study the researcher intends to shed more light on it.
OBJECTIVES OF THE STUDY:
To find out the role advertising
plays in the development of tourism the researcher intends looking at these
objectives in the cause of the study:
i.
To find out how advertising stimulate demand in tourism
ii.
To find out the role advertising plays in the development of tourism
iii.
To appraise whether advertising has really contributed favourably to tourism
development in Enugu state
iv.
Determine the extent advertising have gone in increase of tourism development
in Enugu state
v.
To find out how advertising contribute to the dissemination of product or
service to target markets.
vi.
To appraise the contribution of advertising to profitability in tourism
development
vii.
And to make recommendations as to how to make advertising more effective and
efficient in tourism development.
STATEMENT OF HYPOTHESIS
The following hypothetical statement
are designed to help the researcher in his analysis. They are represented
both in null and alternative hypothesis. Ho is used for null hypothesis
while Hi for alternative hypothesis.
HYPOTHESIS I
Ho: Advertising does not
favour tourism development
Hi: Advertising
affects tourism development favourally.
HYPOTHESIS II
Ho: Advertising has not
enhanced operational efficiency and effectiveness in Enugu state tourism board
Enugu
Hi: Advertising
has enhanced operational efficiency and effectiveness in Enugu state tourism
board Enugu.
HYPOTHESIS III
Ho: The use of
advertising has not been of help to Enugu tourism board, Enugu
Hi: The use of
advertising has been of immense help to Enugu state tourism board, Enugu.
HYPOTHESIS IV
Ho: Advertising does not
effectively inform the consumers of the services rendered by Enugu state
tourism board, Enugu
Hi: Advertising
informs the consumers effectively of the services that Enugu state tourism
board can render.
SCOPE OF THE STUDY
The study will be on the role of
advertising in tourism development. And the study will be carried out in
Enugu metropolis. It is a case study of Enugu state tourism board, Enugu.
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