The system approach to the marketing of tourism and hospitality services in some selected hotels and resorts in Ondo State, Nigeria

Abstract

The study was aimed at assessing the methods and the strategies adopted by four popularly patronized hotels and one tourist resorts in Akure, Ondo State. In marketing and the possible effects on customers' services. A descriptive survey research method was used to elicit the data utilized. Data were obtained from the hotel employees randomly selected from the four hotels and one resort centre. Twenty six (26) respondents were thus obtained from each of the studied organization, thereby giving this study a total of 130 respondents. The results indicated that 3.85% supervisors, 1.54% managers and 7.70% management staff had marketing skill which were acquired not through professional training. 69.02% personnel had poor communication ability. A confirmation of low value placed on staff training 0.7.69% by many of the hotels proprietors under study thereby resulting in low rating on staff marketing proficiency. The research confirmed that application of modern marketing strategy can enhance the marketing of tourism services. Problems of low level marketing orientation, inability of the hotels management to adopt the concept of marketing skills, low value placed on staff training were identified as factors inhibiting marketing proficiency on staff performance.