Service Promotion Mix Strategies and Performance of Two Star Hotels in Calabar Metropolis.

Abstract:

The researcher examined the influence of promotion mix strategy on performance of two star hotels in Calabar, Cross River State. The study was born out of the fact that management of this category of hotel find it challenging on how to select the right mix of promotional activities that will suit the their business at a particular time and how to use it correctly to achieve a result. The key objective of the study was to explore the effect of promotion mix strategy on performance of two star hotels in Calabar. The researcher adopted survey research design. Structured questionnaire was the core instrument for data collection. The data from the field was analyzed using simple linear regression and the result shows a significant relationship between social media, public relation and performance of two star hotels in Calabar. The researcher concluded that those two star hotels in Calabar who are ardent in adopting the modern promotion mix and incorporating it into their marketing strategies, have achieved above average performance and have sustainably changed their businesses. The researcher further recommended that two star hotels management in Calabar that have not been using social media to a large extent should do so in order to boost their performance especially in this season of Calabar carnival rebirth and that management of these hotels should also pay more attention to public relation so as to create good image for the establishment and also enhance performance.