This study researched into the application of marketing concept in the hotel industry in Nigeria using Kwara Hotel Ltd Ilorin as a case study. It examined the impact of marketing concept in Hotel industry.  Marketing survey was conducted to elicit opinion on previously formulated hypothesis. The study discovered that without the concepts of marketing in hotel industry the provers cannot make profit.  It was concluded that application of marketing concepts it helps hospitality industry to achieve their aims and objectives.










1.1 Background to the Study 1

1.2 Statement of the Research Problem 9

1.3 Aim and objective of the Study 10

1.4 Significance of the Study 11

1.5 Scope of the Study 13

1.6 Limitation and Constraints to the study 14



2.1 The Definition of Marketing 15

2.2 Appraisal of Marketing Activities 16

2.3 Meaning of Marketing Concepts 18

2.4 Review of Other Concepts 19

2.5 Rationale for Marketing Concepts 20

2.6 Uses and Benefits of Marketing Concept 22

2.7Factors affecting effective Application

of the Concepts 24

2.8 Application of Marketing Concept 

In the hostel industry 26

2.9 Formulation of Hypothesis 27



3.1 Research Design  28

3.2 Research Population and Sample 29

3.3. Data Collection Method 30



4.1 Brief History of case Study 32

4.2 Data Presentation 34

4.3 Data Analysis 35



5.1 Summary 36

5.2 Conclusion 38

5.3 Recommendation 40





In the olden days, there was no marketing because individual tended to be self sufficient, growing and producing things that were needed to satisfy basic needs. There was almost no exchange of commodities and hence no desire for the market place.

As time passed however the concept of division of labour evolved people began to concentrate on producing the items which they cannot/could exchange with others which they can not produce thus brought about specialization in production system. This people began to exchange goods with goods a system know as trade by barter. This involves the uses of some specific items such as cowries, shells and after this stage came the existence of a medium of exchange called MONEY. The introduction of money as a suitable medium of exchange led to the evolution of modern industries which undertake high production of commodities and improved marketing of the products system.

In the beginning the exchange process was in simple form. The emphasis was largely on the production of basic need which usually were in short supply. Little or no attention was given to marketing. Later on, there was evolution of marketing.

Marketing is all about organizing the company to meet the need of customers, not just today and tomorrow but also in five on even ten years time. It is about supplying customer with well designed, good quality reliable product at a price which their considered to be fair. It is also about the placing of an order that customer have a right to expect marketing therefore, is all about company outward looking for customer oriented to do this you have to be able to put yourself in the customers shoes (or even better inside their minds) in order to really understand what they want and what they feet about things only in this way, can the form organize itself successful to meet the need of the customers.

Marketing is defined by Philip Kolter in his broke principles of marketing (1980) as a set of principle for choosing large marketing, measuring their need developments want satisfying product and services and delivering them at a value of the customers and profit to the company. Form the definition, marketing process is aimed at getting the right goods to the right people in the place and at the right time with right communication process. This should form part of literature review.

This means that the activities designed to make commodities available of either times or place where they are more in demand than the time and place at which they are available create wealth to the industries. In this present age of changes marketing is the heart beat of many business operations and it is very important, if a business is to be successful.

Meanwhile, marketing concept was defined by Ayuba (1987) as a new philosophy or a way for customers need as they key to achieve organizational goals and the focus page three of the concept is the customer whose needs and wants the marketer strives to satisfy in order to achieve the indeals of the organization is reflected in various contemporary adverts “have it your way” No dissatisfied customer”

However, the hotel proprietor act of 1957 defined hotel as “an establishment offering food and drink, and sleeping accommodation if so required to any who appears able and willing to pay for the service and facilities.

1. According to this definition tourists are mostly considered as the total customers that is the buyer of hotel products those tourist could be categorized into the common interest domestic, international tourists. Since people tend to fall into one of the above categories, hotel therefore could be said to be serving the public. The success of this hospitality industry would depend on its ability to satisfy customers.

2. Marketing is the scientific study of exchange of relationship it is also business activities that direct the flow of goods and services. From the producer to the ultimate consumers (users) on the other hand. It is the set of human activities directed at facilitating and consummating exchange.

Despite importance of marketing in an organization, the hotel in this country has not put marketing concept in its proper place.

Marketing concept proclaims that the interest of the forms will be best served to the extent that it can anticipate changing customers needs and organize the resources to need those needs. It is also the process of anticipating changing customers need, that page 4 marketing management it required to adopt a very different approach from association with more convection finance and protection functions.

Therefore, there is even no room for marketing manager in most hotels marketing activities have been total practiced in Nigeria and partially practice in very few ones. For example what generally happen in the hotel industry page four is that the general manager hires as an individual and labels himself with the tag of sales manager, director of sales or similar titles. He assigns this person with the job of going after group room business conventions, touring groups and the likes.

The general manager himself takes up the advertising to individual room sales. The catering manager take care of the food and banquet manager the above halation shower that what operates in the hotels is an indefinite, disconnected, unrelated, accidental sort of partial marketing.

This is more so in Nigerian businesses because business in Nigeria today especially in the hoteling industry operates in a “seller market” that is market where less attention is paid to the customers needs and satisfaction and yet the success or product still old.

As a result little attention is paid to customer wants and satisfaction and yet the products are sold this is because 

a. Lack of suitable substitutes

b. The increasing purchasing power of Nigerians

c. The issue system that present in our society

But in view of the proliferation of hotel and the state of the country’s economy which is liable to change, marketing must be placed in its proper perspective, the hostelling industry

Infact, the hotelling industry to a great extent enjoys the monopoly of trade but as the springing up of many hotels, the present monopoly bring enjoyed by the hotel industry would be broken and the state of economy which reflects on the consumers purchasing ability is liable to change.

Hence, the stage of marketing orientation rather than selling orientation which operates now become essential

The difference being that, marketing focuses on the needs of the buyer while selling focuses on the needs of the seller. There are several means and producers which can be used in marketing campaign in the hotelling industry.

Viz: sample survey, marketing behaviors and competition and marketing research.

This project will examine the following developing of hotelling industry classification of hotels, economic and contribution of the study and application of marketing mix to hotel industry.

Finally we should consider how hotel industry can borrow some of these credible factors for the success of marketing for proper management.

In assessing the performance of the hotelling industry a questionnaire was develop for the study to solicit. Relevant information from management and customer/ client of the industry as the issue related to the project.


Over the time, it has been identified that the followings are the problems embattling hotel industry in Nigeria with a particular references to Ilorin, Kwara State.

However, in the quest of the researcher to provide solution to all these problem. The researcher develops special interest in the following aspects.

i. What are the reason for the decline in the profitability level of most hotels.

ii. Are there better promotional strategies to be adopted by hotels managers.

iii. Can hotel capacity be better utilized

iv. What are the process of recruiting marketing manager for hotels


The aim of this study is to examine the application of marketing concept in the hotel industry. To achieve this aim therefore, the following objectives shall be persuade

1. To examine the rational behind the decline in the profitability of level of most hotels.

2. To identify the suitable promotional strategies to be adopted by hotels

3. To support the optimum utilization of the hotel capacity

4. To determine the best recruitment process of marketing managers in hotels.

5. Is marketing concepts relevant to hostel industry

6. Can marketing strategy be used to achieve corporate goals and objectives in the hospitality industry.


The project will be of significance to the research, the customer, the industry and the society as a whole. The project is of significance to the research because it is required in partial fulfillment of the requirements for the award of the Higher National Diploma (HND) and also widen the knowledge of the researcher on how marketing can be applied in the hotelling industry.

The project is also significant to the customers because it enables the customers to know that their interest must be adequately satisfied by the hotelling industry and failure to do that might lead to low volume of sales and the consequence low level of productivity.

The project is of significance to the hoteling industry because it will help to discover the need for marketing hotelling industry which lead to increase in market share of the industry in terms of competition and controllable factors facing the hotel.

The need of the customer will be adequately catered for and their satisfaction enhanced.

The project is also significant to the economy because marketing will lead to an improvement in the hoteling of the nation which will eventually attract tourists from different countries of the would and this will help to generate currencies which will be of benefit to the country. It will also redeemed and promote the image of the country intentionally.


The research is concerned with the application of marketing concepts in the hotel industry in Nigeria and the scope will entail the theoretical scope geographical and industrial scope.

The theoretical scope will cover the relevance of marketing in the hotelling industry in Nigeria the adoption of marketing mix by the hotelling industry as well as the problem facing the hotelling industry.

The geographical scope of the study in the Ilorin township in which the case study of the project work is located and its environs.

The industrial scope will be hotelling industry since case study is the hotelling industry’s them it was chosen because it has similar characteristic with other type of hotelling under its industry.


Gathering of all needed data in most marketing concepts in the hotel industry in Nigeria studies is usually met with a number of obstacles.

The data collection exercise for this research in the hotel will be limiting factor. A lot of money is required administer the questionnaire and time devoted to conduct interview based upon booked appointment.

Substantial response to questionnaires was envisaged but complete success was not attained. Recruitment of enumerator was very difficult and the right calibers were not available.



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