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CHAPTER ONE
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INTRODUCTION
Background of the Study
Marketing in the hospitality industry in the olden days was given less attention, people saw hotel proprietors as these with certain explicit goals, who have the money to set up a business but have chosen the wrong path. As times changes, people had to perform certain duties, by doing so, they had to spend days, if not weeks at long distance away from home, through this, the hospitality industry began to be appreciated (Asubiojo 2003).
Hospitality industry is the industry that provides foods, drink, accommodation, entertainment and other services to people away from their place of usual residence.
According to Cooper and Fletcher (2005), the major tool needed to ensure the success and survival of the hospitality industry is MARKETING, as a result of technological advancement, we have what we called E-MARKETING today, which is referred to as the means of conducting business activities using electronic data transmission. We need to have knowledge on how to get these service rendered, its challenges, effects and problems in the industry.
According to Chaffey (2000), E-MARKETING is achieving marketing objectives through applying digital technologies. To help make sure that E-MARKETING is aligned with growing businesses such as the hospitality industry which shows how to achieve growth through e-marketing in these five (5) areas,
- Plan
- Reach
- Act
- Convert and
- Engage
These technologies also include internet media such as mobile web, and e-mail as well as other digital media such as wireless or mobile & media for delivering digital television such as cable and satellite.
E-marketing can be considered to equivalent to internet marketing effort that use the web and e-mail to drive direct sales. They have specialized areas of E-marketing with traditional types such as radio, television, newspaper and magazines.
E-marketing effort done solely over the internet, this type of marketing also uses various online website to people’s attentions such as those in the hospitality industry, also, E-marketing brings value to the advertiser and grows business mainly because more and more people use the internet every day.
Hospitality industry have been in existence from time in-memorial. During the Seventeenth and eighteenth century, it was the monasteries that supply accommodation for people or travelers. All travelers were expected to contribute according to their means to the Abbey fund at the monasteries. As time went on the number of travelers increased and travelers arriving in groups at the monasteries, the monasteries become much and it was often difficult to accommodate them all.
To overcome this, separate lodging houses called “INNS” were built in the early part of nineteenth century. The development of railway system began, more travelers changed from road to rail, which brought a decline in the use of INNS.
According to Anat (2004), therailway companies met the demand of passengers, by building hotels near the railway terminus safer, faster and more comfortable, easier travel and more spending as a result of industrial development led to the expansion of holiday resorts. The trend in the “1980” has been to add leisure centers to the facilities available to the guests, this including Jacuzzi, swimming pools, night clubs, casinos and so on
Statement of The Problem
The hospitality industry tends to be very customer centric and also one that prides itself by reaching out to its guests and providing a personalized experience.
In traditional marketing, our lives are saturated by print-media, radio and television.
Choosing this topic is one of the problems faced by us on visiting the library, it was discovered that some of the textbooks available do not have much relation to the research and sometimes are outdated.
Objective of The Study
To highlight the nature of E-marketing in the hospitality industry.
To ascertain the positive effects of E-marketing in various departments of the hospitality industry.
To identify what area of the hospitality industry which requires E-marketing the most?
To identify the challenges of E-marketing in various department of the hospitality industry.
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