Service Promotion Mix Strategies and Marketing Performance of Indigenous Hotels in Akwa Ibom State
Publication Date: 01/08/2023
Author(s): Aniebiet Etuk, Unyime Emmanuel Udonde.
Volume/Issue: Volume 6 , Issue 3 (2023)
Abstract:
The researchers investigated the relationship between service promotion mix strategies and marketing performance of indigenous hotels in Uyo, Akwa Ibom State. The main objective was to determine the relationship between service promotion mix strategies and marketing performance of indigenous hotels in Uyo, Akwa Ibom State. The survey research design was utilized for the study. The study centered on three and four star hotels in Akwa Ibom State. The sample was 387 employees drawn from the indigenous hotels under study. Structured questionnaire was the main instrument for data collection. Simple linear regression was used to analyze data that was gotten from the field. The result reveals a significant relationship between the proxies of service promotion mix strategies and marketing performance of indigenous hotels in Akwa Ibom State with internet/interactive marketing having the highest standardized coefficient. The researchers concluded that embracing service promotion dimensions does improve marketing performance and recommended that indigenous hotels in Akwa Ibom State that have not been using public relations to a large extent should do so in order to boost their marketing performance and also that indigenous hotels in Akwa Ibom State should engage in event/sponsorship in order to showcase their brand in events within the state. Also, advertising campaign should be emphasized more on the internet since a good number of the population is using this new platform.
Keywords:
Promotion Mix, Marketing Performance, Indigenous Hotels, Hospitality Industry.
