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.
- Non application of marketing concepts or marketing activities like sale promotion.
- There is also no marketing department for the majority of the tourism organization.
- There is also lack of government commitment in the implementation of tourism policies.
- The tourism organization themselves have not been able to understand the environment they operate before fixing their prices.
- 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.
- Setting the prices of their product
- Period the organization record greatest sales.
- Strategies adopted by various tourist organizations to attract customers for the service
- Advertising media used by the tourist organization.
- Whether the tourist organization have marketing department.
- Marketing strategy used by tourist organization to increase sales
- Distribution according to sex
- Distribution according to materials status
- Distribution according to academic qualifications
- Distribution according to age
- The quality to tourist products services offered.
- Distribution strategies adopted by tourist organization to attract customers.
- Tourist products provided by tourist organization in Enugu state leads to increase in sales.
- What the prices of tourist patronage on Enugu state.
- Promotional strategies of tourist organization in Enugu state leads to customer awareness.
- Assessing the environment the tourist centers in Enugu state operate.
- Distribution in terms of patronage
- Distribution according to sex
- Distribution according to marital status
- 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.
Fourthly, another problems is in the
area of promotion and publicity to change some of the traditional attitudes of
our people with a largely aggression culture to coax them out of the
conservatism to which they seen entrusted. The public needs to be relaxation
and on what tourism is all about. Need, many people do not even know about the
existence of some of our tourist attractions existing in the state.
However, it must be pointed out that
our tourist organizations have been less concerned with the promotion of their
service. They should involve themselves in promotional activities such as the
sponsoring of sport tournaments at least twice a year. They should also engage
in organizing for instance culture festivals. This non-development of tourist
facilities to complete favorably with those funds in development countries, account
for constant movement by Nigerians to overseas countries for holidays and
relaxation these people who would have constitutes the tourist market in
Nigerian are loss to oversea market.
1.3 OBJECTIVE OF
THE STUDY
In this study, the researcher intends
- To identify the target market and to highlight the purpose of relaxation to individual consumers who make up the market.
- The researcher wishes to identify the tourist attention (product) available on the state and their facilities
- It is also the wishes of researcher to identify the various ways or media by which the proprietors have seen able to make suggestion on ways to brining their services to the people or consumers.
It is the intention of the
researcher in this study to ascertain to what extent the state of tourism in
the state will be improve or developed by.
- Exploring the impact of marketing in tourism development and determine market problems in tourism.
- Ascertaining the position of the tourist industry in the economic development of the state
- Finding out if there are real qualified professionals in our tourist industry.
- Finding out the problems encountered in running and maintaining tourist facilities.
- Finding out the tourist industry actually applies the “Concept of marketing in marketing its tourist products.
1.4 STATEMENT OF
HYPOTHESIS
Ho: The quality of
tourist services offered by tourist organizations in Enugu state is not
satisfactorily.
H1: The quality of
tourist product/facilities offered by tourist organization in Enugu state is
satisfactorily.
Ho: The price of tourist
product provided by tourist organization in Enugu leads to increase in sales
H2: The price of tourist
product provided by tourist organization in Enugu does not lead to increase in
sales.
Ho: Distribution
strategies adopted by tourist organization in Enugu do not have positive effect
on tourism products.
H3: Distribution
strategies adopted by tourist organization in Enugu state have positive effect
on tourist products.
Ho: The promotional
strategies adopted by tourist organization in Enugu do not lead to customer
awareness.
H4: The promotional
strategies adopted by tourist organizational in Enugu leads to customer
awareness.
Ho: The marketing
strategies employed by tourist organization do not lead to increase sales.
H5: The marketing
strategies employed by tourist organization lead to increase sales.
1.5 SIGNIFICANCE
OF THE STUDY
The researcher hopes that this study
will enable the tourist industry/cooperators and government value the effect of
non-application of marketing concepts.
The study will also help all the
tourist industry in Nigeria especially in Enugu state to know the reason behind
the poor performance of the tourist industries and understands the impact to
play in the tourist facilities and the users.
The study will also act as a
literature review to those interested in doing further studies in this areas of
the study will also help keep the tourist proprietors to live up to their
effectuation of their consumer or guest by making sure that all necessary
tourist centers are developed and the facilities properly maintained.
Finally, the management proprieties
including government will benefits from this report of this study
1.6 LIMITATION OF
THE STUDY.
The researcher was supposed to make
a study of the many tourist centers that make up the tourist industry in the
country.
But owing to certain circumstances
and observation, the study of Enugu metropolis only led to been taken the
circumstance which made the study to be limited to only Enugu state considered
inadequate of the study and economic constraints.
The researcher also noticed that the
tourist industry is faced with almost the same problem of underdevelopment
throughout the country. Therefore it is assume that since such is the cash a
study within the Enugu urban will be adequate.
1.7 DEFINITION OF
THE TERMS
1 TOURIST DESTINATION: These are
people who travel to outside the race where they live and work within a few
days, weeks, or months.
2. TOURIST DESTINATION: These are
countries, region, distinct, towns, village or other geographical area visited
by tourists.
3. TOURIST MARKET: This may be
viewed as not works of dealing between buyers and sellers of tourist products i.e.
between tourist and providers of tourist facilities and sources and represent
tourist demand.
4. TOURIST PRODUCT: This is a narrow
sense, consist of what tourist buy, an a wider sense, tourist at the
destination and if the facilities and services they use to make it possible.
5. TOURIST FACILITIES AND SERVICES:
Are facilities and services used by tourist they include transportation,
accommodation, catering entertainment. Tourist facilities and services
represents tourist supply.
6. TOURIST INDUSTRY: Is the sum
total of producers of tourist facilities and services, that part of the economy
which has common function of supplying tourist needs firms and establishment
dealing income from tourist.
7. TOURIST CENTER: Place of great
tourist activity which the potentials of attracting people tourist from
surrounding distracts or from which they go out
8. TOURIST ATTRCATION: Places/areas
that have some potential of futures natural or other wise into a tourist
centers.
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