COMPARATIVE ANALYSIS OF TRADITIONAL AND MODERN MARKETING

COMMUNICATION SYSTEMS FOR PROMOTING HOTELS PERFORMANCE IN

SOUTHWEST, NIGERIA

By

YUSUF, OLUWATOYIN IDOWU SUSAN

(HND(Owo); PGD and MBA, (Ogbomoso); MRT and M.Sc., (Ado-Ekit).
(MATRIC NO: PG/GEO/2016/598)

A Thesis Submitted to the Department of Geography and Planning Science, Faculty of the
Social Sciences, in partial fulfillment of the requirements for the award of Doctor of
Philosophy (Ph.D.) Degree in Tourism and Hospitality Management, Ekiti State University,
Ado-Ekiti.

NOVEMBER, 2019

i
 DECLARATION

I, YUSUF, Oluwatoyin Idowu Susan with Matric. Number PG/GEO/16/598 of the Department

of Geography and Planning Science, hereby declare that this research work was carried out and

originally written by me for the award of Doctor of Philosophy (Ph.D.) Degree in Tourism and

Hospitality Management wholly or partially for the award of a degree elsewhere. I hereby take

responsibility for the thesis.

………………………………… ………………………
Yusuf, Oluwatoyin Idowu Susan DATE

MATRIC NO. PG/GEO/16/598

ii
 CERTIFICATION

This is to certify that the research work was carried out by Yusuf, Oluwatoyin Idowu Susan,

Matric No PG/GEO/16/598, in partial fulfillment of the requirements for the award of Doctor of

Philosophy (Ph.D) degree in Tourism and Hospitality Management, Ekiti State University, Ado-

Ekiti.

………………………………….. ………………………

Prof. W.O. Adebayo Date

Supervisor

…………………………………. ……………………….

Prof. O. O. Omotosho Date

Head of Department

iii
 DEDICATION

Dedicated to those who saw the beauty of Tourism and Hospitality Management in Nigeria and

forged the part to greatness for all.

iv
 ACKNOWLEDGEMENTS

I owe a lot to my God the creator, the foremost researcher, who extend His hands of

fellowship to mankind from time to time. He is the beginning and the end. The Mighty man in the

journey of my life, through whose mercy, grace, wisdom, knowledge, understanding, vigour,

intelligence, sound health, and journey mercies bestowed upon me throughout this programme.

Also, His provision of all necessary resources to make my dream a reality. Without His favour,

mercy, and grace for strength, this attainment would have remained an illusion. To Him be the

glory forever and ever in Jesus name (Amen).

I profoundly appreciate my Supervisor, Prof. Williams Oluwole Adebayo, for his reviews,

constructive comments, criticism and constant guidance in spite of his very tight, busy schedules

and all odds. His kindness, humour, understanding, fatherly and friendly support, and

encouragement over me most times is beyond measures. God will reward you and all yours

accordingly.

A general gratitude goes to all the authors of the published works used in the course of carrying

out this study. God bless you.

I also acknowledge the assistance and time devoted to duties by all my Lecturers in the

Geography and Planning Science Department throughout the period of my programme, including:

my father and mentor, Prof. Funso Ishola-owa Afolabi, my former Head of Department, Prof. A.

F. Ibimilua, Prof. Femi Omotoso, (Dean, Faculty of the Social Sciences). Prof. Olu Omotosho,

(Head of Department), Prof, S. O. Adebayo, (Former Dean, Faculty of the Social Sciences), and

all other Lecturers and Staff. I equally acknowledge the Staff of the Directorate of Students

Affairs. You have all succeeded in re-moulding my life. The Lord will re-mould yours too.

v
 I will not fail to specially appreciate Mrs Janet Olowoyeye and Mr. Tosin Bodunde, both

of them were the research assistant employed for the research work. Reverend J.A. Adebayo,

English teacher and WASSCE marker) and Mrs. Afolashade Adekoya, both, who, despite their

tight schedules, still find time to read through the work and correct the grammar. Koyejo

Akinhanmi, for helping to design the google play used for the online data collection. Alfa Adebisi

Saheed Adetunji, was responsible for the typing of all my research works right from MRT years

to this day. Mr. R.O. Ilesanmi, the Cartographer, who drew the map. My couriers, Mr. Temitope

Adebolu, Mrs. Abimbola Ibidapo and Mrs. Funmilayo Kareem and her family. Also particularly,

Mrs. Funmilayo Aladejana, who assisted a lot with some petty errands and needed information

when called upon to do so. God will send his five-fold helpers to you all.

My indebtedness goes to the Management and Rector of Lagos State Polytechnic, Mr.

Olayinka Shogunro, Management and Staff of the Tourism Ministries and Boards in the six States

of Southwest, Nigeria (Lagos, Ogun, Oyo, Osun, Ondo, and Ekiti) the executives and members of

Hoteliers Association of Nigeria as well as those of the Hotels used as case studies for supplying

some of the necessary information.

Worthy of mentioning are my children, Ololade (my sponsor and financier), Taiwo,

Kehinde and Oluwadunsin (my typist and computer operator) for their understanding, tolerance,

inspiring thoughts, endurance, love and their constant encouragement in every trying

circumstance. The Lord will up-lift and perfect all that concerns you. Your children will serve you

too.

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 TABLE OF CONTENTS

Title page i

Declaration ii

Certification iii

Dedication iv

Acknowledgements v

Table of Contents vii

List of Tables xiii

List of Figures xvi

Abstract xvii

CHAPTER ONE: INTRODUCTION 1

1.1 Background to the Study 1

1.2 Historical background of hotels 5

1.3 Statement of the Research Problem 7

1.4 Objectives of the Study 7

1.5 Research Hypotheses 8

1.6 Significance of the Study 9

1.7 Scope of the Study 9

1.8 Operational Definition of Terms 10

CHAPTER TWO: LITERATURE REVIEW AND THEORETICAL FRAMEWORK 13

2.1 Conceptual Clarification 13

2.1.1 Role of Marketing Communication System in promoting Hotel Performance 18

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2.1.2 Traditional Marketing Communication System in Promoting Hotel Performance 21

2.1.3 Modern Marketing Communication System in promoting Hotel Performance 33

2.1.4 Historical Background of Hotels 43

2.1.4.1 History of Hotel Industry Development in Nigeria 45

2.2 Theoretical Literature 51

2.2.1 Product Life Cycle Theory 51

2.2.2 Black Box Theory 54

2.2.3 Abraham Maslow’s Theory of Needs 55

2.2.4 Theory of Consumers Behavior 58

2.2.5 Theory of Segmentation 59

2.2.6 Distribution/Place Theory 61

2.2.7 Theory of Crystallization 63

2.3 Theoretical Framework 63

2.4 Empirical Review of Related Studies 66

CHAPTER THREE: METHODOLOGY 72

3.1 The Study Area 72

3.2 Research Design 77

3.2.1 A Model for the Research work 78

3.3 Source of Data 80

3.4 Population of the Study 81

3.4.1 Study Population 81

3.4.2 Determination of Sample Size and Technique 82

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3.4.3 Sample Size Determination 82

3.4.4 Sample Technique 84

3.5 Method of Data Collection 85

3.5.1 Questionnaire Design 85

3.5.2 Questionnaire Administration 86

3.5.3 Reliability and Validity of the Instruments 87

3.5.4 Validity tests of the study instruments 87

3.5.5 Content Validity 89

3.5.6 Construct Validity 90

3.5.7 Philosophical Assumptions 90

3.6 Controls for Potential Biases 91

3.6.1 Control for Common Methods Bias 91

3.6.2 Controls for Non-Response Bias 92

3.7 Method of Data Analysis 92

3.7.1 Model Specification 93

3.8 Operationalization and Measurement of Variables 95

3.8.1 Hotel Performance 95

3.8.2 Traditional Marketing Communication System 95

3.8.3 Modern Marketing Communication Systems 96

3.8.4 Control variables 96

CHAPTER FOUR: RESULTS AND DISCUSSION 97

4.1 Data Presentation 97

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4.2 Data Entry, Editing, Diagnostic tests and Analysis 98

4.2.1 KMO and Bartlett’s sphericity test 105

4.3 Demographic Characteristics of Staff and Guests in Selected Hotels in Southwest,

Nigeria 106

4.3.1: Gender of Respondents 107

4.3.2: Age of Respondents 108

4.3.3 Marital Status of Respondents 109

4.3.4 Current Educational Status of Respondents 110

4.3.5 Staff Position in the Organization 111

4.3.6 Number of Years in Present Employment 112

4.3.7 Numbers of Years in Hotel Industry 113

4.3.8 Knowledge of Guests about the Hotel 114

4.3.9 Years of Guests Patronage 115

4.3.10 Frequency of Guests Patronage 116

4.3.11 Guest Awareness of Hotel Adverts 117

4.3.12 Guest Place of Residence 118

4.3.13 Reasons for Visiting the Hotel 119

4.3.14 Source of Advertisement 120

4.3.15 Gender and Source of Advertisement Cross Tabulation (Guests Respondents) 121

4.3.16 Age of Guests Respondents and Source of Advertisement Cross Tabulation 122

4.4 Awareness and Usage of Marketing Communication Methods 122

4.4.1 Distribution of Hotel Staff Respondents’ Awareness of Marketing Communication

Methods 122

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4.4.2 Comparative Analysis of the Extent of Usage of Traditional Marketing Communication

Methods in some Selected States in Southwest, Nigeria 124

4.4.3 Distribution Based on Usage of Modern Marketing Communication Method in

some Selected States in Southwest (%) 126

4.4.4 Comparative Analysis of the Extent of Usage of Modern Marketing Communication

Methods in some Selected States in Southwest, Nigeria 127

4.4.5 Frequency of Usage of Traditional Marketing Communication Method by Guests

in some Selected States in Southwest (%) 129
4.4.6 Frequency of Usage of Modern Marketing Communication Method 130

4.4.7 Preference of Traditional Marketing Communication Method 131

4.4.8 Reason for Preference of modern Marketing Communication method 132

4.4.9 Constrains Face using both traditional and Modern Marketing Communication

Methods 133

4.4.10 Constrains Face Using Modern Marketing Communication Methods 134

4.4.11 Comparative Analysis of Traditional Marketing Communication Systems

across the selected States in Southwest, Nigeria 135

4.4.12 Comparative Analysis of Modern Marketing Communication Systems across the

selected States in Southwest, Nigeria 136

4.4.13 Distribution of Respondents Based on Comparative Analysis of Traditional and

Modern Marketing Communication Methods for Promoting Hotel Industries 137

4.5 Correlation Analyses 138

4.6 Test of Hypothesis 140

4.6.1 Hypothesis one 140

4.6.2 Hypothesis two to five 146

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CHAPTER FIVE: CONCLUSION AND RECOMMENDATION 156

5.1 Summary of findings 156

5.2 Conclusion 164

5.3 Recommendation 165

5.5 Suggestions for further studies 167

REFERENCES: 168

Appendix I: Research questionnaire 175

Appendix II: Research questionnaire for Hotel Guests 183

Appendix III: Output Of Statistical Analysis 185

Appendix IV: List of hotels from Hoteliers Association of Nigeria 204

xii
 LIST OF TABLES

Table 3.1 Population of the Study 81

Table 3.2 Sample Size Determination 83

Table 3.3 Reliability test 87

Table 3.4 CVI for questionnaire 89

Table 3.5 Underlying Hypotheses 94

Table 4.1 Response Rate 97

Table 4.2 Skewness and Kurtosis Results 103

Table 4.3 K – S and S – W Tests of Normalty 103

Table 4.4 Multi-collinearity Result 104

Table 4.5 KMO and Barlett’s Results 105

Table 4.6 Distribution of hotel staff respondents according to State 106

Table 4.7 Gender of Respondents 107

Table 4.8 Age of Respondents 108

Table 4.9 Marital Status 109

Table 4.10 Current Education Status 110

Table 4.11 Staff Position in the Organization 111

Table 4.12 Number of Years in Present Employment 112

Table 4.13 Number of Years in Hotel Industry 113

Table 4.14 Knowledge of Guests about the hotel 114

Table 4.15 Year of Guests Patronage 115

Table 4.16 Distribution of guests respondents based on place of residence 118

Table 4.17 Distribution of guests respondents based on reason for visiting hotel 119

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Table 4.18 Distribution of guests respondents based on the source of Advertisement 120

Table 4.19 Gender * Source of Advertisement Cross Tabulation (Guest Respondents) 121

Table 4.20 Age* source of advertisement Cross tabulation 122

Table 4.21 Distribution of Hotel Industries Awareness of Marketing Communication

Methods 123

Table 4.22 Comparative of Analysis of the Extent of Usage of Traditional Marketing

Communication Method in some selected States in Southwest, Nigeria 125

Table 4.23 Distribution based on the usage of modern marketing Communication

Method in some selected States in Southwest, Nigeria (%) 126

Table 4.24 Comparative of Analysis of the Extent of Usage of Modern Marketing

Communication Method in some selected States in Southwest, Nigeria (%) 128

Table 4.25 Frequency of Usage of Traditional Marketing Communication Method in

some Selected States in Southwest, Nigeria (%) 129

Table 4.26 Frequency of Usage of Modern Marketing Communication Method in some

Selected States in Southwest, Nigeria (%) 130

Table 4.27 Reasons for Preference for Traditional Marketing Communication Method 131

Table 4.28 Reasons for Preference of Modern Marketing Communication Method 132

Table 4.29 Constraints Faced Using Traditional Marketing Communication Method 133

Table 4.30 Constraints Faced Using Modern Marketing Communication Method 134

Table 4.31 Comparative Analysis of Traditional Marketing Communication Systems

Across the selected state in Southwest Nigeria using Mean Ranking 135

Table 4.32 Comparative Analysis of Modern Marketing Communication Systems

Across the selected state in Southwest Nigeria using Mean Ranking 136

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Table 4.33 Distribution of Respondents based on the Comparative Analysis of

Traditional and Modern Marketing Communication Method for Promoting

Hotel Industries 138

Table 4.34 Correlation Result 139

Table 4.35 Group Statistics: Test of Difference Between Traditional and Modern

Marketing Communication System for some State in Southwest, Nigeria 141

Table 4.36 Summary of Group Statistics for Hypothesis One 142

Table 4.37 Independent Sample Test for Some Selected State in Southwest, Nigeria 143

Table 4.38 Summary of Independent Sample Test for Hypothesis One 145

Table 4.39 Group Number 1- Default model 150

Table 4.40 Group Number 2 – Default model 154

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 LIST OF FIGURES

Fig. 2.1 A chart showing Different Marketing Communication methods generally

in use 16

Fig. 2.2 Traditional Marketing Communication chart 23

Fig. 2.3: Modern Marketing Communication Tools 36

Fig. 2.4 Marketing communication theory crystallization 64

Fig. 3.1 South Western Nigeria: The Study Area 77

Fig. 3.2 Model adopted by the researcher for the Comparative Analysis of Traditional

and Modern Marketing Communication Systems for Promoting Hotel

Performance in South-West State, Nigeria. 79

Fig. 4.1 Normal P - PPlot 101

Fig. 4.2 Histogram 102

Fig. 4.3 Frequency of Guest Patronage 116

Fig. 4.4 Guest Awareness of Hotel Adverts 117

Fig. 4.5 Structural Equation Result for Hypotheses Two and Four for Some Selected

State in Southwest, Nigeria 148

Fig. 4.6 Summary of Structural Equation Result for Hypotheses Two and Four 149

Fig. 4.7 Structural Equation Result for Hypotheses Three and Five for Some Selected

State in Southwest, Nigeria 152

Fig. 4.8 Summary of Structural Equation Result for Hypotheses Three and Five for

Some Selected State in Southwest, Nigeria 153

xvi
 ABSTRACT
This study focused on comparative analysis of traditional and modern marketing communication
systems for promoting hotel performance in Nigeria. Hotels within Southwest, Nigeria were
purposely selected for the research work. These hotels were located in the capital cities of Lagos,
Ogun, Oyo, Osun, Ondo, and Ekiti states Nigeria. The population of the study were 963 hotels,
3,500 staff of all the hotels and 24,075 guests that visited the hotels. The sample size for the study
was 618 hotels, 345 staff strength, and 621 Guests respondents, using homogeneous purposive
sampling technique. Independent t-test was employed to test the significant difference between
traditional and modern marketing communication system in promoting hotel performance.
Structural Equation Model (SEM) was employed to test extent of usage and significant effects of
both traditional and modern communication systems respectively. Traditional marketing
communication modern is often used compared with modern communication systems. The extent
of usage of traditional marketing communication system does not have significant effect on hotel
performance (b = 0.015, 0.031, 0.078, 0.039; p = 0.628, 0.390, and 0.230, p > 0.05). However,
extent of usage of modern marketing communication system have significant effect on hotel
performance (b = 0.042, 0.121, 0.165, 0.189; p = 0.012, 0.000, 0.000, 0.000, p < 0.05). Also,
traditional marketing communication system does not have significant effect on hotel performance
except for referrers at 56.8%, broadcast advertising and fliers at 27.5% respectively, while modern
marketing communication system has significant effect on hotel performance. The study
recommend that hotel operators should embrace modern marketing communication system by
encouraging the use of Social channels (76%); Live chat on website (25.8%); 24- hour customers/
technical support (26.7%); cellular phones (36.2%); Facebook (51.9%); because they all have
significant positive effect on hotel performance in Nigeria, furthermore, marketing staff should be
trained on the use of modern marketing communication system.

xvii
 CHAPTER ONE
INTRODUCTION

1.1 Background to the Study

Hotel industries are established purposely to providing food, drinks and accommodation services

in a relaxed environment that will make the guests feel at home and at a profitable price. As a

matter of fact, such organisation needs to create awareness about their products and services by

adequately informing the target market as well as continually reminding them through every

available means of communication. Tourists or guests tend to make decision on patronizing a hotel

facility based on the available information at their disposal. Today, hotels adopt various marketing

communication strategies in order to increase its customer patronage.

The tourism and hotel industry is made up of a clearly defined grouping of firms that are perceived

to be primarily in the business of selling to or serving the tourist (Emun, 2018). As an industry,

tourism can be seen as self-service whereas it is a key ingredient in the economic health of a nation.

The development of tourism destination areas all over the world has increased the international

tourist arrivals. The review of tourist arrivals over the past ten years indicated clearly that in 2005,

an estimated 800 million tourists were documented and a 5.5 percent increase following the 10

percent surge registered in the following year. By 2007, the figure appreciated to 940 million, with

a growth of 6.6 percent as compared to 2005 (UNWTO, 2012), whereby in 2014, according to

Oriade (2017), there were over 1.32 billion tourists travelled across the globe for tourism purposes,

with economic contribution of about 7.6 trillion US dollars in 2016.

In Nigeria, as at 2015, the value for international tourism receipt was $470 million US dollars with

over 1,255,000 arrivals. Most of these tourists required sleeping accommodation, thereby calls for

the need for hotel patronage. Only well-known and widely promoted hotels can benefit from the

1
global travels by putting in place an effective marketing communication system. Getting to reach

a target audience is dependent on various factors ranging from the nature of the audience you

intended to reach, demographic factors, type of hotel and the services rendered, location of the

target audience, cost and benefits factors as well as the channel of contacting the specific target

audience. Predominantly, the medium or channel of reaching out to the target audience will

definitely have its effect on the outcome of the hotel business. (Ajake, 2015)

There is the tendency for the hotel businesses to assume that promotional plan is only for larger

hotels, and planning same for a small hotel with limited numbers of staff is a waste of resources

and time. Indeed, in these small hotels, there is so much cross demand for the manager’s time that

even the most sales-minded of managers can get diverted from their sales/goals and end up

spending far less time in marketing and sales than they had intended (Iyiade, 2018). Hospitality is

a sector of the tourism industry and it is an important industry that contributes, at least, 10.2 per

cent of the world’s GDP, employs over 292 million people worldwide and represents 8 per cent of

the global workforce (Oriade, 2017). The hotel business is a sub-sector of the hospitality industry,

therefore, it is believed that it is an important factor for the development and growth of tourism,

which has led to an increased number of its establishment, respective size and organizational

complexity (Pereira & Almeida, 2014).

The importance of tourism marketing as emphasized by (Hannam, 2004) in recognition of the

emerging challenges posed by the growing number of tourist destinations have placed at the

disposal of a tourist a variety of attractions in abundant quantity from a large number of competing

nations. The increasing competitive tourism market has made the products marketing a very

important factor in order to gain better destination patronage and to attract more consumption of

services and generate repeat businesses and loyalty (Yuju-Wang, 2007; Ajake, 2015).

2
According to Oriade (2017), due to the worldwide economic meltdown, particularly in Nigeria,

the social and economic life of most (if not all families) were affected, thereby causing a drastic

reduction in purchasing power. Families are forced to reduce unnecessary spending. There were

reductions in pleasure and leisure related activities like visit to tourist destinations, hotels and guest

houses. There was a downturn on spending at the destination or total stay away from high class

brands which were switched to affordable but good ones. At this juncture, the importance of

marketing communication cannot be over emphasized on home product to encourage and reassure

guests and tourists on the different local, affordable but very good brands.

Marketing has two basic methods which are traditional and modern. Contrary to the general

believe, none of these communication tools is free or cheap (Wroblewski, 2019). Traditional

marketing is used to speak more and more of attracting customers to purchase their goods or

services. These include personal selling, placed advertisement, public relations, familiarization

visits, direct/postal, radio, and television. Modern marketing is the new method of attracting

consumers by using modern facilities and technologies, especially smartphones, computers and

laptops. These include; e-newsletter, portals, e-commerce, webcasting, Google plus, trip advisor,

Google plan, news group, and email marketing. According to Salehi, Mirzaei, Aghaei, and Abyari

(2012), electronic Marketing, popularly referred to as E-marketing is a form of targeted marketing

assisted by websites to increase the number of visitors and to introduce products or services

through the internet. Marketing effort done solely over the internet is internet marketing.

E-marketing is a term that refers to the use of Internet/Web and related information technologies

to conduct marketing activities. Babalola (2003) and Sanyaolu (2005) consider the concept of e-

marketing as a means of moving products or services from producers to tourists, and using the

internet as a means of promotion and sales channel. Social networking sites are becoming an

3
important way of communication for promoting products (Indian-Express, 2014). According to

Zeng (2013), a good plan to promote marketing is by utilizing social media to sell tourism goods.

Ivuanyi (2008) also opined that industry promotion is a key ingredient in marketing campaign.

It is apparent that the internet development in the last decade has been enormous with large budgets

being spent and innovative techniques being implemented to capture more market (Yusuf &

Adebayo, 2019). The level of awareness of the hotel operator on the internet usage, and its

marketing multimedia techniques is low. The hotel operators hereby under-utilize the internet in

reaching their guests. Theoretically, marketing strategy is useful in targeting and developing new

market segments and also helps to improve poor public relations which occurred as a result of

several unfortunate events (Dore & Crouch, 2003).

Communication may be defined as the activity aiming at constituting an arrangement to convey

information. It is one of the fundamental pillars of social life and organizational structure as well

as the activity of forming relationships between organizations and groups. Communication, as a

key aspect, is a tool used in the process of marketing and communicating the value of a product or

service. An effective communication is required for people to know and understand each other

better, to create better functioning organizations and to resolve problems easily (Ruck & Welch,

2012). According to Afolabi (2019), in this age of information and communication technology, or

digital economy, people are making contacts through any form of the social media, with

prospective hotels and resources of the other lands for enjoyment sake.

The ever-increasing competition in the global market has prompted organization to be determined

and ensure satisfaction of guest needs and wants, more efficiency and effectiveness than one’s

competitors (Kotler, Bowen, & Makens, Marketing for Hospitality and Tourism, 2006). The hotel

business is one area that has experienced an increased competition in the last few years; since the

4
industry has grown tremendously. Here, the competition is intense; the criteria for success would

depend on creating awareness, persuasion and informing the guest. Several communication tools

will have to be employed by the marketer in order to succeed in the era of competitions.

For instance, sales promotion according to Babalola (2003) refers to the provision of incentives to

guest or the distribution channel to stimulate demand for a product. It works best when it is applied

to items whose features can be judged at the point of purchase, rather than more complex expensive

items that might require hands on demonstration (Kotler & Keller, 2009). This implies that

communication activities provide extra value or incentives to the ultimate guests or consumers,

wholesalers, tour operators or travel agents.

1.2 Statement of the Research Problem

Marketing communication in hotels/tourism is clearly an essential factor for sustainable tourism

development for hotel businesses. Most Nigerian hotel proprietors/businesses are ignorant of the

need to communicate their services and goods to the public. The few hotel

managements/proprietors who are aware of its importance do not know which communication

system (traditional or modern) is more appropriate in promoting hotel industries in southwest,

Nigeria. Meanwhile there are various marketing communications channels available at their

disposal. Only a few promotional tools were used by hotel businesses in recent times. There has

not been a clear-cut analysis to check and compare the effectiveness of both traditional and modern

communication methods and how it affects the promotion of hotel businesses. It is important to

find out if the hotel businesses which make use of the traditional marketing communication system

are still reaching out to more customers. Also, to know if the hotel business that uses the modern

marketing communication methods stand a chance to have better sales. It is important to add that

5
most of the older hotels that were once ‘the talk of the town’ in the early seventies are now

struggling to have a share of the market (Yusuf, 2015).

It is against this backdrop that this study seeks to compare the traditional and modern marketing

communication systems for promoting hotel businesses in South-western Nigeria. The tourism,

and particularly the hotel industry, has been very dynamic and fast growing over the past three

decades. Its continuous and rapid growth is not in isolation of the state and global economy. This

sector has so far created job opportunities in area characterized by natural attractions, wildlife and

wilderness habitats (Akpan & Obang, 2012). Tourism, if well developed, could be a sustainable

source of income and an effective way of revitalizing the economy of any nation. It is also widely

acknowledged as one of the fastest growing industries globally.

Also, rural tourism represents an economic alternative for the development of rural areas,

especially the underdeveloped ones and a real opportunity for alternative income for farmers, given

the challenges of the environment in which they are located. According to Oriade (2017), who

made a reference to year 2012, international travel that hit a milestone of one billion people which

is one-seventh of the total world’s population that travelled across international borders as tourists.

It was a time of great economic strain, and it was expected that tourism would have increased by

3% to 4% in 2013. Despite the aforementioned, non-awareness on the benefit and high profit

margin that could be derived from an effective marketing communication activity by investors on

the hotel business and also, lack of maintenance culture and sustainability of existing guests, are

some of the major reasons for this study.

6
1.3 Research Questions

(i) What are the differences between traditional and modern marketing communication

systems in promoting hotel performance?

(ii) To what extent has the usage of traditional marketing communication system affected

hotel performance promotion?

(iii) How does the extent of usage of modern marketing communication system affected the

hotel performance promotion?

(iv) To what extent does traditional marketing communication system affect hotel

performance promotion?

(v) To what extent does modern marketing communication system affect hotel performance

promotion?

(vi) Which of the marketing communication methods can be adjudged to be more effective

in promoting hotel performance?

1.4 Objective of the Study

The aim of the study is to do a comparative analysis of the traditional and modern marketing

communication systems for hotel performance in southwest, Nigeria.

The specific objectives of this study are to:

i) examine the differences between traditional and modern marketing communication

systems in hotel performance.

ii) investigate the extent of how the usage of traditional marketing communication system

have affected hotel performance in the study area.

iii) determine how the usage of modern marketing communication system have affected hotel

performance in the study area.

7
 iv) examine which traditional marketing communication system has affected hotel

performance in the south west, Nigeria.

v) examine which modern marketing communication system has affected hotel performance

in the study area.

vi) determine the most effective of the marketing communication systems that affects hotel

performance.

1.5 Research Hypotheses

The following hypotheses were tested:

i. H01: There is no significant difference between traditional and modern marketing

communication systems in hotel performance.

ii. H02: The extent of usage of traditional marketing communication system does not have

significant effect on hotel performance in south west, Nigeria.

iii. H03: The extent of usage of modern marketing communication system does not have significant

effect on hotel performance.

iv. H04: Traditional marketing communication system does not have significant effect on hotel

performance.

v. H05: Modern marketing communication system does not have significant effect on hotel

performance in the study area.

vi. H06: there is no comparative difference between the traditional and modern marketing

communication systems for promoting hotel performance in southwest, Nigeria.

8
1.6 Significance of the Study

Considering the rate at which new hotels are springing up, both at the rural and urban areas,

coupled with the state of the art and modern facilities that are installed, the government and policy

makers will be able to keep the database of the number and types of hotels within its domain as

well as to grade them accordingly. An inventory of each hotel performance will be available on

the government database too.

The study will bridge the gap between the guests and hotels. Online marketing communication has

greatly facilitated personalized communication which allows the hotel to market its product to a

specific person or group of people. Guests/tourists will have the benefit of easily assessing hotels

of their choice and with the facilities that will satisfy their taste, located within their destinations.

There is always a competitive awareness among the hotels for guests’ patronage but knowing the

right marketing communication method to be directed towards the right set of guests at the right

time, such hotels will always be at the edge of good patronage. The study will help hotel

management or new entrants into the hotel business to understand the effect of marketing

communication in promoting the hotel business. The result will be useful to get an insight on both

modern and traditional marketing communication methods, and directing the hotel staff’s efforts

towards its effective implementation. Also, in applying the most effective marketing

communication method in hotel industries in Nigeria, thus, providing both managers and

researchers in the hotel sector a handful of useful information to utilize.

1.7 Scope of the Study

The data collection for the research work covered a period of twenty-eight to thirty months. The

scope of this study was limited to only registered hotels within the state capitals in Southwest,

9
Nigeria as at December, 2018. The registration could be with either Hoteliers Association of

Nigeria or hotel.com. or State Tourism Board. Although, most of the hotels may not register with

the state board in order to avoid payment of levies, but they all belong to the Hoteliers’ Association

of Nigeria and are also registered with the hotel.com due to the benefits they could derive from

being a member. The staff and guests at the moment of researcher’s visits were the respondents

used for the research work. These states are Oyo, Ondo, Ogun, Ekiti, Osun and Lagos. A total of

963 hotels which can be rated as boutique were visited for the purpose of the study. The study was

carried out to know the more effective marketing communication system that promotes hotel

industries, which thereby leads to wider and farther coverage, better patronage and attract more

consumption of services, generate repeat visits and loyalty (Yuju-Wang, 2007; Ajake, 2015). The

study also covered the various traditional marketing and the modern marketing activities only

1.8 Operational Definition of Terms

Communication: is the activity aiming to constitute an arrangement to convey information as one

of the fundamental pillars of social life and organizational structure as well as the activity of

forming relationships between organizations and groups:

Hotel: a hotel is a place set aside to provide food and drinks, and if so required, a sleeping

accommodation, for a guest with or without prior notice for a fee and who is in a fit state to be

received.

Hotel rating: it is a term used to classify hotel establishments according to different attributes.

Customer expectation: the level of quality and/or service wants before the commercial interaction

or transaction occurs.

10
Customer satisfaction: this is customer’s fulfilment response and a judgment that a product or

service feature or service itself, provided a pleasurable level of consumption related fulfilment;

including level of over or under fulfilment.

e-marketing: Electronic-marketing refers to use of the Internet/Web and related information

technologies to conduct marketing activities.

Marketing: is associated with buying and selling a product or service. It includes advertising,

selling and delivering products to people.

Marketing Communication: Another name for Marketing Promotion; refers to the

communication designed and implemented to persuade others to accept ideas or things or to

motivate the audience to action. Marketing communication is the process of informing individual,

groups or organization directly to facilitate exchange by influencing them to accept the company’s

products or ideas.

Modern marketing communication system: This refers to the modern ways of communication

in which products and services are being showcased to people. Examples are twitter, e-newsletters,

e-commerce, social media and newsgroup to mention a few.

Promotional mix: involves traditional advertising, Public Relations, Sales Promotions, Personal

Selling, Direct and Interactive Marketing.

Hotel staff: these are the workers in the hotel which could be waiters\waitresses, porters, cooks,

receptionists, bartenders and managers.

Service quality: it is customers’ judgment of the excellence and superiority of service

encountered.

11
Promotion: is a communication strategy used for marketing activity such as publicity,

advertisement, sales promotion and personal selling, which is used to stimulate and inform

customers of the available products.

Traditional marketing communication system: This refers to the means in which products and

services are being advertised to the public. Some examples are advertising, publicity and public

relations, radio and television promotions as well as personal selling.

12
 CHAPTER TWO
LITERATURE REVIEW AND THEORETICAL FRAMEWORK

2.1 Conceptual Clarification

As people go about seeking pleasure and what will meet their taste when they are away from home,

a hotel is the immediate response to their needs, which varies depending on the taste of individual.

Afolabi (2019) submitted that tourist encounters with different destination, regions, resorts, and

hotels are for the purpose of enjoyment and relaxation. Investors seize this opportunity to make

profit and meet others’ need A guest who is away from home is welcomed by a host where basic

necessities are provided such as food, beverages and lodging. Iyiade (2018) believed that hotel

businesses sell some products (like food, beverages and rooms) and services (called hospitality).

According to Hayes (2007), hotel means the establishment that a person is staying temporarily

away from home. (Grace & Jane, 1997) defined an hotel as an organisation set aside to provide

food, drink and sleeping accommodation, if so required to a guest with or without prior notice,

who is able to pay for the services rendered and who is in a fit state to be received. It is an

establishment that provides accommodation, meals, beverages and other services for travellers and

tourists especially at night, in return, the lodger will pay some amount of money for the services

offered Yusuf, (2015). The optimum price for a hotel room would be one that maximises profits.

The tariff for different services rendered by the hotel will depend basically on facilities, amenities

and category or grading.

Marketing is a social and managerial process by which individuals and groups obtain what they

need and want through creating, offering, and exchanging product of value with each other. When

a guest is satisfied, he is sure to tell someone; be it a friend, relative or a colleague at work.

Marketing is not the same as selling (Kotler, Bowen & Makens, 2003).

13
According to the Institute of Marketing 1957, marketing is a management function which

organizes and directs all those business activities involved in accessing and converting customers’

purchasing power into effective demand for a specific product or services and moving the product

or services to the final consumer so as to achieve the profit target or other objectives of the

company.

Kotler, Bowen and Makens (2006) defined marketing as getting the right goods, to the right people,

at the right place, at the right time, at the right price, with the right communication/promotion.

From this, the market place where business activities take place may be in open place or arena, or

conducive environment, office or within an organization as well as a right platform. It is a location

where buying and selling is consummated. As long as the information from the originator or the

seller gets to the buyer through whatever means who in turn is able to interpret perfectly. With the

above assertion, the market place may not necessarily be where the parties involved will see eye

to eye or in person.

Marketing communication is a two-way interaction between a sender and the receiver. It is also

the style and extension of the skill acquired over time; an innovative and practical management.

Services have to be made known to the public/potential guests and the process of creating

awareness to the public is known as marketing communication activities. To design an effective

promotional messages, hospitality and tourism marketers (the source) must first understand the

target market (the receivers) and the most effective communication process.

According to Lim-Tau-Sian and Lisa (2009), promotion is a form of communication. The

promotional activities done by hotels are vital in communicating the hotels’ products/services to

the market. However, communication, promotion, advertisement and marketing will be used

14
consistently in the course of the study.

Communication should impact the potential user through these levels:

i. Awareness must be created.

ii. The clients must know what the product is

iii. What it can do/comprehension.

Customers must be convinced to buy the product and finally do the buying,

Grace & Jane (1997) explained that all hotel staff are the personal representative of the hotel, and

should be ready to sell the hotel products and services at any time. They should have good

knowledge of things and places within and around the hotel.

Seyitoglu and Yuzbasioglu (2015) opined that, each guest has different needs and wants. The

ability to understand them may not be as easy as such. This brings about hotel marketing

communication. Hotel marketing communication should be an interactive dialogue between the

hotel and its guest which takes place during the pre-selling, selling, consuming and post

consumption stages.

Which means there is need for a better and timely hotel marketing communication strategy. The

hotel requires effective marketing communication system which will enable the manager have the

right information in the right form and at the right time to help them make better decision (Kotler

et al., 2006).

Marketing is anything you put in place to promote your business to entice customers and clients

to buy from you, including, publicity, sales, social media, merchandising, and distribution.

That is, due to the intangibility of most hospitality products, emphasis should be placed on quality

service and customer satisfaction through the use of the right promotional mix in order to enhance

15
patronage, loyalty and create a favourable image and reputation. There are two categories of

marketing as shown in figure 2.1.

1. Traditional marketing.

2. Modern marketing.

Marketing Communications Channels

Marketing

Advertising
Traditional Modern
/Public
marketing Marketing
Relations

Personal Sales Online/Digital Advertising

Selling Promotion

Fig 2.1: A chart showing Different Marketing Communication methods generally in use
Source: Field Survey, 2019

Traditional Marketing refers to some variables within an organization which can be employed to

influence customers to react favourably to a firm’s product or service (Babalola, 2003). The

success of these variables, in any industry otherwise referred to as the ‘4P’s (Product, Price, Place,

and Promotion) will depend largely on the ability of the hotel to arrange the factors in such a way

that guests will willingly patronize the hotel. Unlike the product, price, place and promotion (4Ps)

of the manufacturing; the hotel marketing mix is made up of the following mixes:

Planning mix,

a. Product/service mix,

b. Price mix,

16
 c. Presentation mix,

d. Packaging mix, and

e. Promotion mix.

The above mixes made up the total package of any hospitality products- be it tangible or intangible

product or services. Modern marketing also called online marketing is a form of marketing and

communication which uses the internet to deliver messages to consumers (Zhou, 2004). It includes

e-mail marketing, search engine marketing (SEM), social media marketing, many types of display

advertising (including web banner advertising) and mobile advertising. Like other advertising

media, online advertising frequently involves both a publisher who integrates advertisements into

its online content and an advertiser who provides the advertisements to be displayed on the

publisher’s content. Customers can incessantly be reached with various techniques structuring.

These techniques include posting advertisements during specific times in a day and in a week

according to their predetermined objectives by the hotel company, advertisement through

submitting specific keywords and a link site engine where a customer gets to book for or buy a

product. The importance of tourism marketing as emphasized by Hannam (2004) was in

recognition of the emerging challenges posed by the growing number of tourists’ destinations

which have placed, at the disposal of a tourist, a variety of attractions in abundant quantity from a

large number of competing nations. The increasing competitive tourism market has made the

products marketing a very important factor in order to gain better destination patronage and to

attract more consumption of services and generate repeat businesses and loyalty (Yuju-Wang,

2007; Ajake, 2015).

Theoretically, marketing strategy is useful in targeting and developing new market segments and

also helps to improve poor public relations which occur as a result of several unfortunate events

17
(Dore & Crouch; 2003, Ajake, 2015). Thus, for a destination to gain from the global tourism share,

as evident in the present age, the conscious creation and marketing of place products must be held

sacrosanct (Ajake, 2015).

The purpose of marketing and communication is to inform, persuade, encourage, or more

specifically, to influence the potential customer or trade intermediaries (travel agents, tour

operators, reservation services, hotel and charter broker) through communications, to think and act

in a certain manner (Ajake, 2015). Communication may be undertaken in a variety of ways,

including advertising, direct marketing, sales promotion, personal selling and publicity, and public

relations. Marketing involves all promotional activities designed to transmit to the public specific

and detail information on aspects of tourism destination such as accommodation, transportation,

attractions, prices of services, and other logistics for tourists to make their choices (Ajake, 2015).

2.1.1 Role of Marketing Communication System in promoting hotel performance

MaCom (2019) defines marketing communication as the fundamental and complex part of a

company’s marketing efforts, that is, all the messages and media deployed to communicate with

the market-advertising, direct marketing, branding, online presence, print materials, public

relations activities, sales representations, sponsorship, tradeshow appearances and more. Areola

and Yusuf (2016) describe marketing communication as an attempt made by an organization to

influence the behaviour of a market towards its products. It creates awareness and persuades

consumers to buy products and services; and will only be applicable to the manufacturing products

where there are goods or products to be sold. Unlike the hotel services, which are intangible in

nature, they require extra effort to create awareness for it.

According to Babalola (2003), marketing services of intangible products takes creativity because

it is trying to sell something a guest cannot physically see, smell, taste or touch. Usually before a

18
hotel services and product can be effectively communicated, such services should be packaged,

that is combined in a manner that will cater for individual needs and within their budget.

Mass media has developed and diversified in the modern era and some significant changes have

occurred both in form and content of the messages to be conveyed to public (Kotler, et.al, 2010).

Marketing communication system tends to follow a paradigm shift in its content and strategy.

Modern marketing has led to a revolution in media in terms of reaching and sharing information

in every area of life. We may even say that a simple video camera and an Internet access could

cause the national and even international balances to change, depending on the importance of

shared information. But in a situation where most of the population are living below a Dollar per

day and the country is swimming in abject poverty, to purchase data to access the internet will not

be possible. Also, the level of the citizen’s education is equally worthy of note. The segment of

the market for which the hotel services are directed at is very important.

In a service industry such as tourism or hotels, Cooper, Fletcher, Fyall, Gilbert, and Wanhill (2008)

observes that marketing managers are also driving products toward choosing destinations. It should

be also noted that marketing mix helps destination management organization to understand where

marketing actions can be initiated in order to improve the acceptability of tourism product and

stimulate demand (Ajake, 2015).

According to Yusuf (2006), marketing strategy or “mix” has been viewed by tourism researchers

as a package of offerings which are intended to attract and serve the tourist or visitor. Based on

this premise, tourism businesses or organizations are enjoined to evolve or develop marketing

strategies or “mixes” for different target markets to enable the destination gain a substantial market

share.

19
Furthermore, there are some specific promotional strategies that are commonly used by successful

emerging tourism destinations to publicize attractions. This is one of the promotional strategies

being employed to reach a wide range of customers. The social media (is a form of modern

marketing method and sites where users can add their own content but do not have control over

this site in the way as they would with their own website. Social media allow users to reach

hundreds and thousands or even more people at the click of a mouse to send them a message.

Social networks are important for businesses, as they offer a number of opportunities for

interacting with customers and companies (Charlesworth, 2009). Esu and Ebitu (2010) observes

that promotion of tourism destinations can be through small scale businesses.

Promotion is the element in an organization’s marketing mix that serves to inform, persuade and

remind the market and/or targeted audience of a product, in the hope of influencing the recipients’

feelings, beliefs or behaviour (Yusuf, 2015). Promotion is aimed at communicating a message to

customers about a product or service that is being offered by a firm. The promotional elements

comprise a mix of tools or variables available for marketers. Commonly known as the promotional

mix, it includes elements such as advertising, personal selling, sales promotion, public relations

and direct marketing. Promotion is used by organizations to affect the way in which consumers

behave and it is, therefore, a vital motivator for any tourism organization. They used a variety of

methods such as: Advertising Publication Brochures, Direct marketing, Trade shows, Consumer

promotion, Media familiarizations, Radio advertisement, Television advertisement, Personal

selling which recorded an increase in the number of customers (Osoh, 2003).

Traditional and modern marketing communication can work together to maximize the desired

result (Mindy, 2016). Experts suggested that applying ratio eighty to twenty percent (80%/20%)

rule to the marketing mix is investment. That is 80% of the marketing time and dollar to (internet)

20
modern marketing communication and 20% into traditional marketing. Incorporating market

research into the marketing plan will help to determine how best to reach the target market.

Manasvi (2017) believed that both marketing communication methods has its own perks and can

be tough to choose, and that because marketing is an indispensable part of any business which

cannot be ignored, it is important to make budget for this.

From the above, more emphasis was laid on tangible or general marketing on the internet. It is

equally applicable to service or intangible marketing where hotel business fits in. There was no

reliable evidence to show that all links available on the net is viable even though they are modern

marketing methods. Also, there may be some traditional methods that are very effective, but are

not recognized and utilized, particularly if such method does not agree with the standard expected

of the marketer. Modern marketing methods may not necessarily be an internet marketing too.

2.1.2 Traditional Marketing Communication System in Promoting Hotel performance

Prior to the Internet, marketing, especially to the masses, was difficult and expensive and

traditional marketing communication system has been used in promoting hotel industries. Some

traditional marketing strategies are nearly as old as civilization itself and they are still effective

today. Some traditional marketing tools could be very effective but most of them are really

expensive. It allows for one-way message, that is, there is almost no interaction between the

medium in use and the consumer. It requires outside help and also difficult to track result which

means the result cannot be measured. It can be kept for future reference.

Traditional marketing is a rather broad category that incorporates many forms of promotional

activity (Sanyaolu, 2005). It is the most recognizable type of marketing, encompassing the

advertisements that we see and hear every day. Most traditional marketing communication

21
strategies fall under one of the five categories: print, public relations, broadcast, direct marketing,

and personal selling.

In some hotel performances, a few traditional marketing communications might not be applicable,

due to the nature of its services and products as well as the cost implication. Each hotel’s

promotional activities should therefore be directed to target market, according to the type of

services rendered. As good as traditional marketing communication is its activities are only useful

to reach a specific region or at most, the nation if enough fund is injected for this purpose.

Traditional marketing communication should be employed to complement the modern marketing

communication technique in use (Cave, 2016).

Mindy (2016) stated that there are good reasons for employing traditional marketing strategies

despite being in the digital age. Mindy (2016) further states that some factors that make Traditional

marketing communication system reliable are: Traditional methods may be the only means of

reaching your particular group of consumers. For instance, if the targets interested in are retiring

CEOs, much of this demographic is not utilizing the internet or social media channels.

Person-to-person selling is considered by many a strategy of traditional marketing. There is

definitely a time and place when this type of direct selling is the most effective way to market a

product or service. For example, through person-to-person, you can do demonstrations.

Furthermore, many customers and clients prefer to do business with people they are in-personal

contact with.

Tangibility traditional marketing offers hard copy material. There is something to be said about

handing a consumer some tangible printed materials. They can flip through at their leisure. This

makes it easy to provide information on the go, such as handing out a business card or to have

something at in-person events, such as speaking engagements or trade shows.

22
Traditional marketing may be effective, it is not without drawbacks or limitations, such as being

expensive, difficult to track results, usually requires outside help, force, one-way message

marketing.

Familiarization
Visit visits Business Events

Public Relations

Trade Show
Radio

Direct Broadcast
Marketing
Cable/
Television
Consumer Traditional
promotion
Marketing
Word of Mouth

Personal
Prints/Outdo selling
or
Product
Brochure Posters/Bil Sampling
s lboards

Fig.2.2: Traditional Marketing Communication chart (the practice before the advent of marketing
communication).
Source: Researcher’s Design, 2019.

23
It includes a multitude of marketing tactics such as direct sales, TV, radio, mail, print

advertising (i.e., magazines, coupon books, billboards etc.), and printed promotional materials like

catalogues or brochures (often referred to as collateral) (Mindy,2016). vis-à-vis, advertising,

publication, brochures, direct marketing, trade shows, consumer promotion, media

familiarizations, radio advertisement, television advertisement, and personal selling.

However, one can see that many of the traditional marketing communication methods are obsolete

and will not be effective in this century, particularly in Nigeria. Most hotel users are the younger

generation or those referred to as the ‘workforce’, between the age ranges of 18 – 65years old.

They are educated, restless and are always on the move. A lot of them are computer literates and

have the sophisticated cell phone from which they can easily source for information online without

necessarily going through the pages of any form of publication or listening to broadcast. Due to

the presence of the cell phone and easy access to the internet, almost everyone within this age

bracket are on the internet or social media for one reason or the other, at given time throughout the

day. This is an indication that information sent online or uploaded on the internet can easily reach

them. They reside mostly in the cities where there are different modern methods and tools for

marketing communication. Also, the marketing communication tool or method applicable for

selling tangible products may not necessarily be suitable for intangible or service-oriented product.

Due to the one-way communication of the traditional marketing it may not be effective where an

instance feedback is required. Usually, traditional marketing communication are targeted towards

(or can only reach) a particular geographical location. This makes the coverage limited.

Recently and more than ever, there are in flow of international tourists into the country for one

reason or the other. These tourists make use of the hotels. According to Oriade (2017), in the year

2012, international travel hit a milestone of one billion people which is one seventh of the total

24
world’s population, travelling across international borders as tourists. With the aforementioned,

only hotels that the tourist is familiar with will be able to share in the patronage. Hotels should

therefore not depend on traditional marketing tools alone that will not be able to reach the

international populace. There is need to create more awareness using different effective marketing

communication tools by investors on the hotel business to enable it become a house hood name

and to gain more patronage even across the international borders.

(1) Advertising

There are two methods of advertising. These are prints and broadcast methods. Broadcast are

audio/visuals. Baker (2005) asserts that advertising includes mass media such as newspapers,

magazines, radio, television and billboards. It can reach many people at once and the same message

can be repeated many times. There are advantages and disadvantages of advertising. It can be very

expensive but emotional in its appeal. On the other hand, it is expensive and impersonal - it is a

one-way communication. (Sweeney, 2009).

(a) Prints

Prints are any form of advertising involving publication, journal, billboard, postal, brochure and

fliers. Despite the uses to which prints can be put, it is a very expensive traditional marketing

communication tool depending on the expected coverage. The promotion may be directed to a

specific region depending on the policy of the hotel organization. Prints can be postal, billboard,

handbills, fliers, magazines, journals, brochures or newspaper. Prints can be done on souvenirs

too. Although it could be used to reach the grassroots.

(i) Publications

Kotler and Keller (2009) assumed that, there is a range of publications that offers advertising space

for hotel/tourism operators, including holiday planners produced by Retail Travel Agencies

25
(RTAs), local tourist guides produced by visitor canters and commercial publications. Paid print

advertisement could be made on magazines, journals or newspaper. If a hotel organization will

need the publicity on its product, it is advisable to ask what the print run is, where the publications

will be distributed and who they are aimed at when considering the potential benefit to the

business.

(ii) Brochures

Babalola (2003) opined that brochures are important means of conveying a hotel’s image and

message to potential customers. Brochures are one of the print marketing communication tools.

They are usually made available in the hotel’s front desk, banks, airports, post offices and travel

agencies. Even though brochures are placed in public areas, only some of the customers to these

places will be able to get a copy, therefore the reach is limited. Before the advent of the internet,

brochures are used to reach few international potential guests. Brochures should do more than

describe the how, what, where and when of the business, they need to be visually appealing and

convey the right amount of information to stimulate interest and demand.

Lillicrap and Cousin (2012) believe that a brochure needs to be easy to read with an eye-catching

heading, a simple message, and easy-to- read print. They should be attractive and present the right

image for the type of experience you are offering e.g. using an earthly-coloured recycled paper

would suit a nature-based tour, whereas a glossy, four-colour brochure may be more appropriate

for an up-market hotel. It is important to also remember to allow plenty of ‘white space’ (blank

areas) as cluttered brochures look busy and may turn people off from reading them.

These include:

Hotel details - the number of days, departure dates, the facility to be enjoyed, departure or pick-up

points, start and finish times; Booking conditions; Contact details for bookings (phone/fax number,

26
email and web addresses); Validity dates of the brochure; and Tariffs or rooms prices - this section

should include discounts for pensioners, students, etc. and list what is and is not included in the

price

(b) Broadcast

(i) Radio Advertisement

Radio is the activity of broadcasting, audio programs to the public. It has a wider coverage and the

ability to get to the grassroots (Yusuf, 2006). There are also many advantages in using radio

advertisement. These advantages are rate flexibility - the opportunity to bargain or barter and ask

for bonus spots (Schnaars, 2002). Another reason why some advertisers choose radio advertising

is due to the fact that it can be used for more selective time periods (Sutherland & Sylvester, 2004).

In new technology, commercial advertising can be displayed on mobile devices. Al-Salman (2006)

quoting Mobile Marketing Association (MMA) declares that, “smart devices are used as marketing

tool in a wide variety of ways such as customer acquisitions, loyalty building, and sales promotion

tool, raising brand awareness, coupon mechanic, direct marketing, effective business-to- business

communication tool and much more”. The earliest medium of advertising was oral and even

musical to promote products or services. Human voice is also a medium that had been used by

Chinese (Yuju-Wang, 2007).

(ii) Television/Cable Advertisement

Dada (2018) sees this as the use of the Television/cable as an information service. This is a more

sophisticated system in development to provide information about hotels, leisure pursuits, such as

concerts, sporting activities, theatre and entertainments, clubs and other specialized organizations.

Through the information obtained from them, it will be possible to make bookings and pay for

tickets online. Television is a system of transmitting visual image and sound that are reproduced

27
on screens, used to broadcast programs for advertisement entertainment, information and

education in addition cable have a wider coverage than television. Schnaars (2002) noted that

watching TV can offer the greatest possibility for creative advertising. The power of

television/cable is in its ability to appeal not only to watching and hearing but strengthen interest

through the dimensions of movement and realism of full colour.

(2) Personal Selling

Baker (2005) is of the opinion that an important way of selling a product is not only by personal

selling, generally to retail travel agents, but also to inbound and coach operators and tour

wholesalers, depending on what is appropriate for your business. Personal selling is another

method of traditional marketing, it is a one on one selling. Sales staff (waiters) may also represent

the business at trade and consumer shows. Personal selling can be done through exhibition and

trade fare, but for hotel businesses point of sale, gueridon, buffet services and familiarization visits

are used. Many small operators are not able to employ sales staff or sufficient sales staff to service

all markets.

i) Sales Promotion

Sales promotion, according to Ajake (2015), is a demand stimulating activities designed to

supplement advertising and facilitate personal selling. This implies that, for sales promotion to be

effective, it has to be used together with the other forms of promotion. This is due to the fact that

each of the various forms of promotion has their strengths and weaknesses but where they are used

together, they help minimize the weakness and maximize the strength (Ngolanya, Mahea, Nganga,

Amollof, & Kanuk, 2006). Sales promotion may be a very old traditional marketing

communication method adopted by the hotels. All the activities involved are directed towards the

28
guests to the hotel. It is therefore expensive with limited coverage. Sales promotion can be made

to cover a wider and farther market through modern marketing communication.

Lillicrap and Cousin (2012) opined that sales promotion involves activities designed to promote

regular sales. It is a temporary marketing communication tools used to boost sales during slack

periods. It involves product sampling. Such activities include:

1. Offering meal (deal) packages for example free wine (or a buy one get a second free deal).

2. Offering a free soup or starter as part of meal package.

3. Festival promotion or line with local, regional or national celebration.

4. Wine and spirit of food promotions (possibly in association with supplies).

5. Children menu.

6. Discount on room rates.

7. Buffet service- where different but well garnished dishes are displayed for guests to feed

their eye or get them salivating.

8. Gueridon service- An exotic but skilful service carried out in the presence of the guest in

the restaurant.

9. Developing customers loyalty schemes - special product sales may also be used to increase

sales by promoting a particular product.

There are four types of sales promotion useful in hotel industry. These are:

Sales Promotion through advertisement: This involves contracting and informing the existing or

potential guest of products and services available and encouraging purchase.

Sales promotion through internet and social media: This gives room for wider coverage of

information communicated to the potential and existing guests. It also encourages them to make

enquiries and bookings.

29
Sales promotion through merchandizing: This relates to point of sales promotion. To promote

specific services or goods. Its main role is to improve the average time spent per head of a guest.

A typical example is the buffet service or gueridon service.

Sales promotion through personal selling: This refers to the ability of the staff in hotel to actively

contribute to the promotion of sales. This is why all staff in the hotels must be made to understand

that they are all sales persons and should behave as such

(ii) Word of Mouth:

This is a type of personal selling. Usually, it comes from the customers that have a personal

experience of the goods and services of a business Babalola, (2003). That is why the management

of the hotel should not joke with the service quality and customer relations. It could be direct or

indirect verbal discussion. Direct word of mouth is a one on one verbal marketing communication

method. The indirect word of mouth is not particularly directed to a particular person. It includes

radio or television jingles; street shows and events methods. Although word of mouth has proved

to be very effective over the year, it should be supported with both modern and other traditional

marketing tools

(3) Direct Marketing

This is a person-to-person selling which allows for demonstration. Many people prefer to do

business with people they see or are in contact with. Bagavathi (2007) asserts that direct marketing

means contacting - by mail, telephone, fax or email, potential customers. It also includes coupon

advertising where potential customers send in a coupon asking for more information. Babalola

(2003) defines direct marketing or promotion as any form of communication which aims at

affecting and facilitating exchange or communication activity which purpose is to move a product

forward, be it, its services or idea in a channel of distribution.

30
Direct marketing usually involves sending messages (brochures, letters) to a database, which is

simply a list of potential customers that have been collected because of common characteristics,

for example. occupation, income level, type of facility needed by the guest and service. Babalola

(2003) further states that databases are available in different formats including mailing labels,

computer disks, and lists. They are available from a variety of sources including firms that

specialize in compiling databases. However, it does not have the same penetration as general

advertising. The success of any direct marketing activity will be determined by the quality of the

database and the quality and impact of the message or offer. For a wider and farther coverage,

direct mailing is not advisable for promoting hotel business. This is because it is an expensive

marketing communication tool. The coverage is very limited. Although, the advantage of direct

marketing is that it is more personal.

(i) Trade Shows

Bagavathi (2007) writes that trade shows provide the opportunity for hotel owners to promote their

business/region to the travel industry. Trade shows are organized by hotelier’s association within

the same region to promote their facilities. Exhibitors also called ‘sellers’, usually book a space or

booth. Appointments are made with ‘buyers’, depending on the type of trade show for hotel

marketers. Here the hotel representative is able to have a direct contact with their potential guests

on a one on one basis. Appointments are usually 10 to 20 minutes long, during which sellers give

a presentation on their product. Trade shows are a cost-effective means of servicing a large number

of guests in a short period of time. It is possible to share a booth at some shows with another hotel,

preferably one that is not in direct competition to your business, to reduce costs. Tradeshow may

be reasonably cheap, but it will expose the hotel in question to intimidation of other competing

31
hotels, some of the services that make it unique will be made open. Although, it may bring about

competition, innovation and improvement.

(ii) Consumer Promotions

Areola and Yusuf (2016) reveals that consumer promotions or shows provide hotel operators with

the opportunity to promote directly to consumers or the general public. Consumer promotions can

vary greatly and target different market segments. Consumer shows provide operators with the

opportunity to talk personally with potential customers, conduct market research by talking to the

public and to network with another operator (Stach & Serenko, 2010). This is another form of

personal selling.

(4) Public Relations

(i) Media Familiarizations

Bauer (2008) defines familiarizations, or ‘famils’ as media visits that are organized by hotel

management to media houses to build strong partnership. This is done in order to expose the media,

corporate organization or travel agents to the hotel’s facilities. They are the intermediary between

the hotel and the public/organization. It is believed that they will be able to convince the potential

guests or retain the existing ones as a result of what they have seen or experienced. This method

of marketing communication can be referred to as face to face meeting. Familiarization visit is a

form of public relations, such visit may not necessarily be for media houses, but could be organized

as a public relation strategy of the hotel to potential organization. Familiarization visit can be very

expensive. It has to be done in conjunction with other form of tradition and modern marketing

communications.

32
(ii) Business Event

Business-Queensland (2017) stated that business events are organized to expose their businesses,

promote new products or services and ensure an accurate information get to the target market or

audience. It can be used to counter customers’ doubts and build their confidence. Customers’

details could also be obtained during the event.

2.1.3 Modern Marketing Communication System in promoting hotel performance

According to Leite and Azevedo (2017) the internet has become essential for tourism because it

awakens the interest of individuals to travel and experience different cultures and locations, and at

the same time allows them to search and purchase all the services and products which are needed

to carry out the trip.

According to Xiang and Gretzel (2010), internet is currently the preferred source of information

for tourists when they want to search a destination. Internet is one of the modern marketing

communication tools that could be used by the hotel industries. But in a situation where most of

the population are living below a Dollar per day and the country is swimming in abject poverty, to

purchase data to access the internet will not be possible. Also, the level of the citizen’s education

is equally worthy of note. The segment of the market for which the hotel services are directed at

is very important.

Moreover, internet allows tourists to actively share tourism-related content, as they can share

opinions, photographs and videos with other tourists in many online platforms such as social

networks, blogs, among others (Munar, Hvass, K, & Jacobsen, 2012). According to Eurostat

(2016), about 65% Europeans, who used the internet in 2015, made purchases online, and 52% of

these purchases were related to tourism products and services. The study reveals that the internet

33
is a very important communication channel for the tourism sector, since 4 out of 10 Europeans

search information related to online travel.

Mindy (2016), in his work on traditional and internet marketing, states that modern marketing

communication is the process of promoting one’s products on the internet or online. It utilizes

strategies like website creation, search engine and others. It has reached a far wider market, easier

and more affordable (Mindy, 2016). Modern marketing otherwise referred to as digital marketing

is the process of promoting your product or service online. Modern marketing is not limited to

online businesses only, but it extends to such as a mommy blogger. Internet marketing, utilizes

strategies like website creation, Search Engine Optimization(SEO), banner advertisements, social

media, pay-per-click advertising and email marketing (Mindy, 2016). Shiram (2017) describes

digital marketing as a new ages marketing method of the global realm with internet finding its

application and benefits in every aspect of life. Marketing has managed to create awareness or

promote brands through its online presence. From the above, his argument is basically on general

digital marketing which covers hotel and other intangible or services marketing.

The authors above focused more on the internet marketing and basically on tangible products. It

sheds more light on the pros and cons of both forms of marketing systems. But does not deal with

hotel or service-related marketing. There is no empirical backing to buttress his claim which is an

aspect of the modern marketing. The writer was able to throw more light on the pro and cons as

well as the benefits of internet or digital marketing. The on-line marketing integrates

advertisements into its on-line content, and an advertiser, who provides the advertisements to be

displayed on the publisher’s. Modern marketing communication is more than internet or digital

promotional method. It encompasses some (refined) tradition marketing communication methods

34
too or modern communication tools like product ambassadors, discounted method. Internet or

marketing communication may not be effective among the illiterate, elderly and retired ones.

Geraghty (2016) quoted a research work carried out on one of the tools in modern marketing for

sporting event in Irish to justify that online marketing can target its audience in a very direct way

that could not be done using traditional method. It states that 52% of Irish users online are under

35years old, 61% of Irish businesses are on twitter, while a mere 22% of consumer use twitter

platform. From the above, the research was carried out on Irish and not in Nigerian. It was about

a sporting event, which makes it an event marketing and not on hotel businesses, although both

are (intangible) service-related marketing. It was also limited to online (internet) marketing which

is an aspect of modern marketing. With 52% of the Irish below 35 years old being online is an

indication that more than average twitter users will view the promotion. 52% out of the 22% of the

online users are on twitter within the age bracket of the target audience, then the argument that it

works for the younger generations is correct. It further corroborates Smith (2015) assertions which

recognized these findings and say that to solely rely on digital is to ignore the majority of its

customer. With 61% businesses on twitter, it is an indication that the different organizations make

good use of the internet by creating online awareness for their businesses, particularly on twitter.

Unfortunately, only 22% of the people online will view the businesses on twitter. Out of the 22%

viewer, only 52% are within the targeted age below 35 years. Therefore, Mindy (2016) opined that

there are good reasons for employing old marketing strategies despite being in the digital age.

Cave (2016) opined that modern or digital marketing communication can be directed to either a

local or international target audience. The targeted segment can choose how to receive the

message, either by twitter, blog or by YouTube video. The interaction with the target audience is

made possible. The audience can be asked to like the page or make enquiries. It is cost efficient

35
when compared to traditional marketing communication. Results can be easily recorded or tracked.

It provides a level playing ground for such business and its competitors. The turn-over, visits and

likes on the organization site or page is visible at any given time. This can help the business to

develop fast moving brands.

Wroblewski (2019) argued that today’s consumer demand fresh content, new offers and enticing

promotion.

Whatsapp Twitter
E-mail

Google+
Telegram

Newsletter
Blog
Modern
Facebook Marketing
Portals

Internet Search
engine

Fig. 2.4: Modern Marketing Communication Tools.

Pinterest e-
Source: Researcher’s Fieldwork, 2019. commerce
Newsgroup Instagram
::

Fig. 2.3: Modern Marketing Communication Tools.

Source: Researcher’s Field Survey.

36
The days of publishing web-site page and letting them go stale for years on end are long gone, for

competitive businesses. Consumer will abandon a search if a web page does not load fast enough,

the potential consumer will move to the next business in their search list if their needs are not met.

Enusambyal and Kaur (2017) assert that as the internet continue to evolve, new technologies in

internet marketing will define how products and services will be marketed in the near future. Total

reliance on the digital is to ignore the majority of the organization’s customers.

The research work by Enusambyal and Kaur (2017) was not directed at hotel industries. Although,

the argument cannot be totally swept under the carpet, there is no empirical prove to the effect.

That is, it cannot be supported with any data. The claim does not cover other modern marketing

tools available. It is specifically all about online or internet related marketing.

(a) E-newsletter

E-newsletter is a tool used to bring internet users of like minds and interest together. Cox and

Koelzer (2004) believed that e-newsletter can be connected with the main hotel’s website through

a hyperlink inserted in the newsletters’ document. The website can provide a link leading to the

newsletter issues as well.

(b) Search engine and directories

Sweeney (2009) described the Search engine and directories as that which will help the hotel to be

registered into a number of search engines and directories which will make the hotel receive

maximum exposure. The prospective guest will be able to reach it easily. The search spider known

as the boot will place the hotel site at the top or end of a page with a brief description of the hotel.

The registration may be linked with paid or non-paid main page of hotel site.

37
(c) Portals

The main portal is also referred to as the search engines, where the user can get the right source of

information depending on the area or which site is central and thus are ranked higher than others.

It gives the hotel a higher exposure to outside world (Cox and Koelzer, 2004).

(d) E-commerce

According to Zhou (2004) e-commerce, process can become beneficial when a hotel at the outset

establishes a clear web presence and give all the information and source related to its products and

services. It is also within this parameter that a hotel company should strive to excel, but bringing

a guest is through a variety of its offering. One of the foremost purposes of a hotel company is to

provide the guest the opportunity to collect or sought information and complete a reservation. The

hotel could purchase a software solution with the help of web dismember for secured and accurate

online payment.

According to Zhou (2004), this is known as the SSL- Secured Socket Layer with coded program

system that can prevent anyone seeing the information when the guest provides their credit card

number information. The hotel should establish a reputation of a secured and safe online

transaction for its guests within its facility. Antivirus and firewalls programs may be advisable to

protect their data and software. Sweeney (2009) advised that there is need to provide pre-recorded

audios or video clips to guests and other visitors in different ways to engender profound attention

that can bring about more click-through rate with the use of rich media which is different from

static banner advertorial. They stream audible video tours that does not require downloading the

files of the hotel. The disadvantage is the high cost of maintenance and the higher speed of

connectivity, high bandwidth and plug-ins. This can be overcome if the click-through can provide

faster returns of investment.

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(e) Newsgroup

According to Zhou (2004), this is a means to communicate with several discussion groups. In this

way, online marketer of hotel organization can reach existing and potential guests and identify

existing trends guest needs. Google.com/ search engine is the most effective way to identify a

newsgroup. It will also search for hotel online newsgroup available at the time (Sweeney, 2009).

Other web tools are web rings, e-zine, and e-mail.

(f) Social Media

Charlseworth (2009) described social media, as the site where users can promote their content but

do not have control over it as they do with their own site.

(g) Telegram

A telegram is a modern communication tool that could be used by the hotel to reach the public far

and wide. The user can also share publications and other interesting information with or from

friends.

(h) Twitter

According to O’Reilly and Milstein (2009), twitter, is a messaging service that shares a lot of

characteristics with other modern marketing communication tools, with elements similar to e-mail,

text blogging, and so on, although the message should not be longer than 140 characters (spaces

included), which is about the length of a news headline. It is a key business channel, which will

allow the hotel engage guests, partners and other constituents in a direct way that is both personal

and public. Twitter is a powerful tool of the hotel to stay connected with its current and potential

guests. It helps the hotel to attract new guests and make the hotel business easier and better

(Geraghty, 2016).

39
Geraghty (2016) quoted a research work carried out on one of the tools in modern marketing for

sporting event in Irish to justify that online marketing can target its audience in a very direct way

that could not be done using traditional method. It states that 52% of Irish users online are under

35years old, 61% of Irish businesses are on twitter, while a mere 22% of consumer use twitter

platform. From the above, the research was carried out on Irish and not in Nigerian. It was about

a sporting event, which makes it event marketing and not on hotel industries, although both are

(intangible) service-related marketing. It was also limited to online (internet) marketing which is

an aspect of modern marketing. With 52% of the Irish below 35 years old being online is an

indication that more than average twitter users will view the promotion. 52% out of the 22% of the

online users are on twitter within the age bracket of the target audience, then the argument that it

works for the younger generations is correct. It further corroborated Smith (2015) assertion which

recognized these findings and say that to solely rely on digital is to ignore the majority of its

customer. With 61% businesses on twitter, it is an indication that the different organizations make

good use of the internet by creating online awareness for their businesses, particularly on twitter.

Unfortunately, only 22% of the people online will view the businesses on twitter. Out of the 22%

viewer, only 52% are within the targeted age below 35 years. Therefore, Mindy (2016) opined that

there are good reasons for employing old marketing strategies despite being in the digital age.

(i) Google plus

Google+ can be classified among the modern marketing tool. It is more than just a search engine

(Hattersley, 2012), on entering the world of social media it created google+, a social network that

takes some of the best components of other of Google’ services. This is similar to Face-book, but

better when it comes to reaching the right people which can be very useful for both current and

potential guests. It is more powerful than twitter when it comes to keeping up with breaking news.

40
It also enables users to organize their friends into handy groups, friends, family, acquaintances and

others can be created.

(j) Pinterest

Pinterest is a collection of virtual online pin boards that people use to share pictures they find

interesting. It is a place where the hotel can create and share the things they like or find interesting

(Zhou, 2004). The hotel can have as many pin-boards as they want, organize them by category.

Pinterest, is the most efficient and effective for visual sharing, any information a user pins on

Pinterest can be shared on Face-book and twitter too, as they are made to co-exist. Pinterest offers

a unique new way to promote brands and engage with target audience. It is one of the modern

marketing tools. Additionally, it makes the hotel become very popular, attractive demographics,

proven ability to drive traffic to other sites, appeal in specific vertical markets.

(k) Face-book

The Face-book is one of the modern marketing communication tools. (Hattersley, 2012) defined

it as an environment that rewards creative problems solving and rapid decision making. It is a

universal application that is readily available on i-pad or some high-powered handset. FB’s

mission is to give people the power to build community and bring the world closer together. It is

easy to operate. It helps to connect with family, friends, old school mates and other people you

may know to discover what is going on in the world. As soon as an account is opened, it enables

the user of the Face-book to be updated, photos can be uploaded, the account owner can share and

express what matters to them. The FB account can also be opened for business purpose. It will

afford the owner the ability to reach other people other than the family and friends, far and wide

depending on the amount of subscription made. For hotels, Face-book “page” could be created

41
which has same features as a user’s profile. The hotel page is its voice to the public. It allows other

users to connect with them.

(l) Instagram

This is a simple way to capture the world’s moments by creating an application using the mobile

phone and sharing these moments deemed to be important. Like the face book, an Instagram handle

is required to enable the user follow friends and family and to see what they are up to. It is a photo

and video sharing social networking service. Its operation is the same as Face book. It could be

used by hotel industries, business and corporate organizations to communicate their products to

the world. It is therefore a modern marketing tool.

m) WhatsApp

WhatsApp is a one on one communication channel between users of the app. It is a form of social

network that makes use of short-range telecommunication network with low internetwork

connectivity. WhatsApp is an instant messaging application which allows users to send messages

to other users from any part of the world. It features group chat, broadcast and status messages

which users can use to send update about themselves or other information. It could be used as a

modern marketing communication channel

(n) E-mail

This is a one on one, or one to many communication channels. It is an internet resource used to

send messages from personalized account known as e-mail addresses. Examples are the g-mail

and yahoo mail. E-mail is popularly used as modern marketing communication. Marketers make

use of e-mailing lists whereby they source for the e-mail addresses of the potential guests, and they

send messages to thousands of guests at the same time in Blind Carbon Copy (BCC).

42
(o) Blogs

Blogs are popularly used as online platform for disseminating information like news, music,

fashion, sports etc. Their pages are used by people known as bloggers. Asides from disseminating

information, pages of blogs are commonly used to advertise products and services. Bloggs are

modern communication tools

2.1.4 Historical Background of Hotels

According to Koya (2002), the provision of accommodation, food and drinks away from home can

be traced back thousands of years. In the Bible, we are told that an inn in Bethlehem turn people

away because it was full and therefore probably had 100% occupancy. In those times there were

relatively few travellers, these were mainly pilgrims and those connected with the monarchy.

These people travelled either on foot or on horse-back as there were no other means of

transportation. In fact, the donkeys or mule were the popular means of transportation for the rich

gentry.

Later on, there was increased growth of religious organizations and the monarchy became

powerful and popular. The cart and the horse and the stage coach became the means of

transportation. Then travel was rarely for pleasure. It was mainly carried out for business and

official purposes and pilgrimages were also undertaken. A large number of travellers in these times

stay with friends and relatives. Monasteries accommodated pilgrims and much later open their

doors to other travellers. There were very few establishments which took a few provisions for

accommodation and food for the travellers, these were known as inn. The 18th century brought

about the travelling merchants, who established trade links with different parts of the known world.

This led to the industrial revolution and consequently an increase in travel which had an important

influence on the development of the hotel and catering industry. Inns and hotels quickly sprang

43
up, the stage inns where the travellers in transit might spend the night and the hotels at the

destination. In London, in 1774 David Low opened the first family hotel in Lord Archers former

house in convent garden. The 19th century brought about railway in Europe. The number of

passengers’ that could be transported by the railway was such a lot compared to the couches that

the railways themselves decided to build and own hotels at important destinations and terminal.

This resulted in shortage of accommodation as existing inns and hotels were not sufficient.

Thus, with the increasing impact of technological innovations and the movement of people to the

urban centres and cities, people began the practice of eating outside their homes. There was an

increase in the number of restaurants, tea rooms and coffee houses in the urban areas. These catered

for those who could not go home for lunch and visitors to the city on business or shopping. The

creation of additional income, acquisition of wealth and increase standard of living brought about

the development of new taste, social and fashion. People started travelling and eating out for

pleasure and leisure more than ever before. This led to the phenomenon of tourism, and it was then

that the word was first used from the word tour.

The second half of the nineteen centuries saw the formation and the development of hotel chains

from the larger hotels owned by a sole or family proprietor. In the twentieth century, hotels and

catering was accepted as a distinct industry. This century saw the development of private motor

cars and buses. Thus, came the advent of special forms of accommodation for the motorists, such

as motel and motor hotel establishments. The caravan was also developed as a mobile holiday

home. The creation of commercial airlines and therefore the growth airline travels heavily

encouraged hotel and restaurant chains and the importation of eating habit from other countries to

another, for example there are Chinese restaurant all over the world now. It was possible to see

44
how people in other countries live, their custom and traditions and eating habits, therefore these

began to reflect in their taste and practices back home.

Marriages between the monarchy in England, Spain, Italy and France which began as early as the

fifteenth century contributed to the heavy influence of French culinary art and the adoption of

French language and style in many menu designs. After the second world war, the airlines were

concerned that there might not be enough beds for their passengers with the growing popularity in

air travel mainly due to excursion rates, charter flights and students’ fares. They therefore built

and acquired their own hotels, for example the pan African, Intercontinental, Trans world Airlines,

British Overseas Airways Corporation all developed interest in hotels.

Now the industry is gradually and widely being known as the ‘hospitality industry’; an American

term which say a lot more and incorporates a lot more than the word ‘hotel and cater.

2.1.4.1 History of Hotel Industry Development in Nigeria

The increasing impact of technological innovation and Koya (2002) claimed that many years back,

inns were uncommon in Nigeria, those who had cause to travel long distances has to break their

journey for the purpose of rest. For those that have to pass the night, they do so easily without any

trouble or disturbance.

Before now, by nature Nigerians are very hospitable people, hence, all they need to do is to call at

the nearest house in the town or village along his route and he would be gladly received and well

catered for before he continued on his journey. With the advent of the missionary activities,

mission houses and vicarages shelters travellers without prior notice. Their believe is that the man

of God will not turn them down, at this period for example, the Church Missionary Society Guest

House in Lagos on Marina and the Sudan Interior Mission Guest House on Montgomery Yaba all

served these purposes, it has branches in the north. It provided services free of charge then, but

45
now charge moderately for the facilities provided. In the 19th Century, when the railway came into

existence, as a transportation system in Europe, Thomas Cook became the first tourist operator to

transport 500 passengers by railway. Because of the unexpected high patronage and a bid to reduce

passengers’ inconveniences, the railway authority-built transit hotels for them at important

destinations and railway terminals. Thus, the hotels are built to prevent stress and shortage of

accommodation.

Catering and hotel industries in Nigeria can be traced back to the Nigeria Railway Caterers under

the management of Roberts Forsythe who operated catering services on Nigeria Railway Cabins

consisting basically of bar and restaurants. He did not run this service for long. On March 1930,

the Nigeria Railway took over the organization and registered it as a limited liability company. It

was however, later sold to the Nigeria UAC and GB Olivant and Company. UAC that is the United

African Trading Company was formed as a result of the amalgamation of European Trading

Company and the British Trading Company. After some months the UAC management decided to

construct the UAC Guest House to accommodate their officials, which was established in different

towns all over Nigeria. In 1914 the Northern and Southern Nigeria had been previously in existence

as separate provinces were amalgamated. Lord Frederick Lugard was the governor then and he

appointed officers to administer each district of the country. These officers had to travel a lot and

they needed accommodation and food at different part of the country, it was from here that

Government Rest Houses were provided at administrative Headquarters for the officials.

In 1928, the Nigeria railway caterers limited was formed, it was managed jointly by U.A.C and

G.B.Olivant in 1948, the name was later changed from Railway Caterers to Nigeria Hotel Limited.

In 1952, the Ikoyi Government Guest Houses was established and added to the operation of the

company. In 1954 the name of the company was changed to Nigeria Hotel Limited. The Leventis

46
Group of Companies also built the Federal Palace Hotel to international standard. After the

independence it looked as if the existing hotel accommodation and services of international

standard was in short supply, the already established catering rest houses have to be improved

upon and developed to meet the demand. In 1962, the operation of Nigeria Hotels expanded when

Robert took over the management of the Guest Houses from the government of Nigeria. Lagos

Airport Hotel, Ikeja and Bristol Hotels were built. The first phase of the Ikoyi hotel Lagos was

developed in 1964.

Hamdala hotel, Kaduna and Presidential Hotel, Port Harcourt were established in 1965, those

hotels in the war affected areas were under occupied and others has little as 30% occupancy. After

the war, the demand was up again, the country became flooded with visitors. Ever since, the

demand has not decreased and many of our major cities are experiencing shortage of hotels.

Shiroro hotel, Sokoto, Lake Chad, Maiduguri, Hill Station, Hotel, Jos, Metropolitan Hotel,

Calabar, Premier Hotel, Ibadan, started operations in the late ‘60’s and in the ‘70s’ during the era

of the oil boom higher emergence of different high class hotels surfaced, like Durbar Hotel, later

known as Festac ‘77’,Lagos, Sheraton Hotel and Towers, Ikeja, Nicon Noga Hilton, Abuja,

EkoL’Meridan, Vitoria Island, Owena Motels, Akure, Lafia Hotel, Ibadan, Kwara Hotel, Ilorin,,

Hamdala, Kano, Zaranda Hotel, Bauchi etc. other large and classy hotels are still springing up year

in year out.

Industrial and institutional catering has been experiencing rapid development as government and

private companies realised the need to provide for their employees, staff and patient clinics and

hospitals. Universities, colleges and schools are also well catered for as the demand for modern

catering system increased. Twenty-four-hour catering operation are also provided in restaurants

47
and snacks bars in hotels and airports. Bukateria services are also increasing in popularity for the

low-income earners.

Hotel Ratings

According to Grace & Jane Paign and Alan Pannatt (1984) hotels generally are not of the same

grade or standard. They are categorized according to the facilities and amenities available in such

hotel. It can also be rated by stars and diamond. The three most popular US hotel rating systems

were provided by AAA (Diamond rating), Mobil (star rating), and Utell (Official Hotel Guide-

OHG). Following are the summaries of the three US hotel rating systems:

The American Automobile Association (AAA) used diamonds to rate each hotel property. (WTO,

IH, & RA, 2004).

(i) American Automobile Association (AAA) ‘Diamond’ rating

One Diamond: These establishments typically appeal to the budget-minded traveller. They provide

essential, no-frills accommodations. They meet the basic requirement pertaining to comfort,

cleanliness and hospitality.

Two Diamond: These establishments appeal to the traveller seeking more than the basic

accommodation. There are modest enhancements to the overall physical attributes, design

elements and amenities of the facility typically at a moderate price.

Three Diamond: These establishments appeal to the traveller with comprehensive needs.

Properties are multifaceted with a distinguished style, including marked upgrades in the quality of

physical attributes, amenities and the level of comfort provided.

Four Diamond: These establishments are upscale in all areas. Accommodations are progressively

more refined and stylish. The physical attributes reflect an obvious enhanced level of quality

48
throughout. The fundamental hallmarks at this level include an extensive array of amenities

combined with a high degree of hospitality, service and attention to detail.

Five Diamond: These establishments are the characteristics of the ultimate in luxury and

sophistication. Accommodations are first class. The physical attributes are extraordinary in every

manner. The fundamental hallmarks at this level are to meticulously serve and exceed all guest

expectations while maintaining an impeccable standard of excellence. Many personalized services

and amenities enhance an unmatched level of comfort.

(ii) Hotel Classification (Stars)

Grace Paign, Jane Paign and Alan Pannatt (1984) and WTO, IH & RA (2004) explain that hotels

could be classified according to stars

One Star Hotel: Hotels in this classification are likely to be small and independently owned with

a family atmosphere. Services may be provided by the owner and family on an informal basis.

There may be a limited range of facilities and meals may be fairly simple. Lunch, for example,

may not be served. Some bedrooms may not have en-suite bath/shower rooms. Maintenance,

cleanliness and comfort should, however, always be of an acceptable standard.

Two Star Hotel: In this classification hotels will typically be small to medium sized and offer more

extensive facilities than at the one-star level. Some business hotels come into the two-star

classification and guest can expect comfortable, well equipped, overnight accommodation, usually

with an en-suite bath/shower room. Reception and other staff will aim for a more professional

presentation than at the one-star level, and offer a wide range of straightforward services, including

food and drink.

Three Star Hotel: At this level, hotels are usually a size to support higher staffing levels, and a

significantly greater quality and range of facilities than at the lower star classifications. Reception

and the other public rooms will be more spacious and the restaurant will normally also cater for

non-residents. All bedrooms will have fully suite bath and shower rooms and offer a good standard

49
of comfort and equipment, such as a hair dryer, direct dial telephone, and toiletries in the bathroom.

Some room service can be expected, and some provision for business travellers.

Four Star Hotel: Expectations at this level include a degree of luxury as well as quality in the

furnishings, décor and equipment, in every area of the hotel. Bedrooms will also usually offer more

space than at the lower star levels, and well-designed, co-ordinated furnishings and décor. The en-

suite bathrooms will have both bath and fixed shower. There will be a high enough ratio of staff

to guests to provide services like porterage, 24hours room service, laundry and dry cleaning. The

restaurants will demonstrate a serious approach to it cuisine.

Five Star Hotel: Here you should find spacious and luxurious accommodations throughout the

hotel, matching the best international standards. Interior design should impress with its quality and

attention to detail, comfort and elegance. Furnishings should be immaculate. Services should be

formal, well supervised and flawless in attention to guest’s needs, without being intrusive. The

restaurant will demonstrate a high level of technical skill, producing dishes to the highest

international standards. Staff will knowledgeable, helpful, well versed in all aspects of customer

care, combining efficiency with courtesy.

(iii) Official Hotel Guides: Utell Hotel Selections

Grace Paign, Jane Paign and Alan Pannatt (1984) and WTO, IH & RA (2004) explain that hotels

could be classified according to official hotel guides (Utell Hotel Selections)

Luxury Selection: Properties that provide the ultimate hotel experience. For guests who

demand the very highest standard, selected from the finest choice available from around the world.

Superior Selection: Hotels which offer the traveller quality rooms and facilities making their stay,

whether business or leisure, relaxing and comfortable.

Value Selection: Hotels that take pride in creating a friendly and informal atmosphere, providing

excellent value for money for both business and leisure stay.

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Style Selection: Exclusive and individually designed hotels and historic properties that offer guests

a unique hotel environment, each with a character of its own.

Resort Selection: Ideal for those who require leisure or recreation facilities in a hotel or adjacent,

as a part of their hotel experience. The selected resorts offer accommodation for all tastes and

budgets, whether for business or relaxation, or fun.

Apartment Selection: Ideal for those who requires leisure or recreation facilities in a hotel or

adjacent, as a part of their hotel experience. The selected resorts offer accommodation for all tastes

and budgets, whether for business or relaxation, or fun.

Airport Selection: A range of hotels conveniently positioned near the airports of the world.

Each with the key attribute of being within a 10km zone of the airport, many offer shuttles services.

Boutique Hotels: A boutique hotels provide some or all of the facilities which position them above

those of a small hotel, among where they are expected to be listed. Such facilities include luxurious

spacious rooms, common area, terrace, restaurant, meeting rooms, room service, bar and lounge

free parking and car wash facility, free high-speed internet (WFI) service, centrally controlled

cable TV, swimming pool, air-conditioner, fitness center with gym/workout room, laundry and

dry-cleaning services.

2.2 Theoretical Literature

For the sake of the study on comparative analysis of traditional and modern marketing

communication systems for promoting hotel industries in southwest, Nigeria, the following

theories are considered.

2.2.1 Product Life Cycle Theory:

The product life cycle is the process a product goes through from when it is first introduced into

the market until it declines or it is removed from the market (Sraders, 2019). This theory was

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developed by Raymond Vernon in response to the failure of the Heckscher-Ohlin model to explain

the observation pattern of international trade in 1966. It is a concept that attempt to describe

product sales, profit, customers’ reactions and marketing emphasis from its introduction until it is

removed from the market (Babalola, 2003). That is, from the time it is launched in the market until

it is finally removed. The product passes through five stages:

i) Introduction stage,

ii) Developmental stage,

iii) Maturity stage,

iv) Saturation stage, and

v) Decline stage.

The PLC helps managers to measure product performance and also used to monitor sales at each

stage.

The introductory stage of a hotel is when it is newly established, there is little or no knowledge of

its presence and so sales are usually very slow at the entrance stage. Profit is not expected or very

low due to little or no patronage. At this stage, there is need for high promotional activities.

Different marketing communication strategies should be put in place to create awareness and

convince potential guests/tourists to patronize the facility. It is advisable to penetrate the market

with quality service at a low price.

The growth stage is when the hotel becomes popular and enjoys steady increase patronage in that

environment. Other hotels within that environment are now aware of the presence of a new

competitor around. New guests are now visiting the hotel. It has started to draw attention of

everyone around and increasingly pull in revenue. There may be or are no competitors around. In

a competitive environment some guests may want to experience and compare the services

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rendered. At this point the price may be stable or increased depending on the competitor’s price if

there is any. The quality of services is maintained or improved upon. There is need to maintain or

increase the marketing communication activities to either boost its sales or to increase its market

share. Emphasis should be placed on the unique services offered in the hotel.

The maturity stage is when competitors increase advertisement and promotion to carve a niche for

its hotel. Profit is growing slowly and steadily or even stop to indicate that largely a total saturation

in the market. It becomes popular within the state or region and profit has started to drop due to

low patronage, competitors begin to lower their price and ‘steal’ guests from their competitors

(Kotler, Bowen & Makens, 2006). This is when there should be introduction of new services and

product line. It is the longest stage of the PLC. Babalola (2003) opined that at this point a defensive

marketing promotional activity is required to be increased against increased competitive

expenditures by the rest of the hotels. Although marketing communication influence quick and

visible sales increase, excessive promotion activity may hurt the brand image or long run

performance.

The saturation stage is when the maturity stages are prolonged as a result of promotional activities.

It is when the name of the hotel becomes a household name. This stage is characterized by a stable

and initial declining sales growth. Here, population growth and replacement demand will

determine the sale volume. The manager looks for new guests and market segment and way to

encourage the existing guests. The hotel should be repositioning to appeal to a larger and faster

growing segment. The guests will start to try out other hotel facilities.

Sraders (2019) advised that there is need for innovation to maintain or increase the market share,

renovation and refurbishment, introduction of new services and product are done to meet with new

demographics and developing technologies It can be prolonged and sales may start declining.

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Babalola, (2003) believed that only few firms who has excelled as a quality and service leader

dominate the market. They serve the market and make their profit through high volume and low

cost. They increase their research and development budgets in other to discover new product uses

and features. A new marketing communication activity may be required.

The last stage is the declining stage or ‘out of fashion stage’. Here, the hotel will start losing some

or most of its guests. Sales may plunge to zero, or they may drop to a low level and continue there

for many years. This is as a result of technological advancement, shifts in consumer taste, and

increased competition. Hotels must pay more attention to their aging services. Regular reviewing

sales, market share, costs, and profit trends for each of its services will help to identify services in

the decline stages.

2.2.2 Black Box Theory

In 1967, Kotler wrote and postulated that an average human being is a thinker and problem solver

who respond to a range of both external and internal factors in their bid to purchase or not. External

factors in marketing are the marketing mix and other environmental factors in the market. The 4Ps

in a marketing mix are set of created and planned stimuli by an organization while the

environmental stimuli are as a result of cultural, political or/and economic factors. Both factors are

external circumstances that help shape consumer choice. The internal factors affecting the

consumer decisions are known as the ‘black box’. The black box is the characteristics of the

consumer. These include their belief, perception, values, motivation, lifestyle and knowledge.

Others factors in the black box are the decision-making process which are problem solving

capability, evaluation, information search ability, alternative evaluation, purchase, and post

purchase. The consumers’ response is a result of a conscious and rational decision process. The

purchase behaviour of a potential consumer is his black box. The theory is used to determine the

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type of advertisement for goods and services that will appeal to the public. It helps to make good

use of the appropriate marketing communication tool which is/can be directed towards a particular

target segment. The marketer tried to find relationship between the stimuli and the consumer

behaviour. It shows that both traditional and modern marketing communication tools can be used

to gain customers. For example, television allows visual judgment on the part of the customers

whereas the online is able to go wider and farther (though both of them are visual). With better

targeting, customers’ reactions can be predicted. In future, marketers may be able to provide

accurately for their customers’ wants, when and where it is required.

2.2.3 Abraham Maslow’s Theory of Needs

Motivation is the driving force within an individual which help to achieve certain needs and wants.

These needs may be biological, emotional or psychological, or some basic universal human needs.

Human behaviour is directed to a particular goal, motivated and responds to stimulus. Not every

individual acts in the same way in his effort to satisfy a particular need. Their actions depend upon

the nature of the needs but are modified by his environmental and social background. Abraham

Maslow’s Theory of Needs was formulated in1943 in his paper a ‘Theory of Human Motivation’.

Abraham Maslow arranged the basic needs according to their importance. He stated that human

needs are many, a person tries to list the needs in the scale of preference, he satisfies the top on his

list, the one need satisfies ceases to meet for motivation for the time being and the individual moves

to the next higher needs.

Abraham Maslow’s Hierarchy of needs

Physiological Needs: These are necessary for life to continue. Examples are food water, oxygen,

and marriage to satisfy body needs.

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Safety Needs: These are needs for the safety and security, protection, order and stability. Examples

are locks, guards, gun, dogs, jobs, insurance policies or vehicles for security.

Social Needs: These addresses warmth, fulfilling and satisfying human interactions with family,

friends, professional bodies, alumni, club, parties, and affiliation. Family ties may be vehicles for

achievement of social needs.

Esteem Needs: These are needs for self-respect, prestige, success, achievement, self-validation,

education, and exotic cars.

Self-Actualization: These are needs for self-fulfilment examples are donations and writing books.

Once a need is satisfied, it ceases to be a need and such individual will aspire to meet the next need

on the ladder. However, there is the possibility to achieve a combination or fractions of need.

Maslow’s Theory helps the marketer to Know how consumer priorities are met. Understand the

composition of the market and how to segment it. Understand the needs of the customers and how

such needs would be met. Know who will react to what product Understand why customers react

negatively or positively to certain products. Understand customer’s reaction to some products no

matter their social class or status.

Societal Membership Classifications

Social classification: The members of a particular social class have similar attitudes and values

which differentiate them from other social class. Class membership is determined by occupation,

source of income, (not amount), education, family background, and place of residence. The

tradition of hierarchy was developed by Loyal Welmer and his associates as follows (Babalola,

2003)

Upper - Upper Class: These are individuals with old wealth and family status. They are social elite

from well-known families who rely mainly on inherited wealth. Their children attend the best

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schools. They have distinguished themselves not only on wealth but also by occupying high

positions in a community over several generations. The wealth of such a family has been owned

for many years thus posse unique influence in the society. They constitute a market for expensive

products. They usually donate large sum of money to charity homes and serve as reference group

to some aspirants in the next social class.

Lower - Upper Class: These are the individuals who have newer wealth but are not fully accepted

socially. They are exceptionally successful either in the business or professions. They always seek

to buy expensive products to enhance their status and that of their children. They engage in

conspicuous consumption to impress the class.

Upper - Middle Class: These are moderately successful well educated professional and

managers/business owners. They believe in education and want their children to develop either

professionally or administratively to avoid dropping to the lower stratum. They are highly cultured.

Examples are Doctors, lawyers and lecturers.

Lower - Middle Class: These are top of the average class. Non-managerial office workers, or small

business owners, and white-collar workers. Examples are clerks whose ambitions are limited they

have good work habits and strictly adhere to socially acceptable ways of doing things, particularly

obeying the law of the land.

Upper – Lower Class: These are ordinary working class, semi-skilled workers, with income often

as high as the next two class above. They like to enjoy life, hire from day to day. They may be

poor but with honest source of income. They have moderate education and live from hand to

mouth. They live in inexpensive dull areas of the city. They usually perform manual jobs as a result

of limited education. Their wives may be fulltime housewives, spending most of their time at

home.

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Lower – Lower Class: These are unskilled, unemployed, unassimilated ethic group. They are the

bottom ladder of the society and lives in the slums of the city. They are unskilled casual workers.

Most of them do not have the basic education. Some of them make attempt to get to the next class

level. They usually reject middle class standard of morality or behaviour. Most of their purchases

are on credit. They are impulse buyers who do not evaluate to quality of their product before buying

them. Examples are casual workers or labourers

The marketer needs to study his market and the different segments within it. He should establish

the target market and their needs. They should analyze these needs and strives to direct all its

marketing communication effort towards it.

2.2.4 Theory of Consumer Behaviours

The theory centres on the importance of pre-existing attitudes in the decision-making process. It

was created by Martin Fishbein and IcekAjzen in the late 1960. The theory posits that consumer

act on a behaviour based on their intention to create or receive a particular outcome. In other words,

consumers will only act on what will give them a satisfactory result. Although their action is

subject to change right from the time the consumer decides, to when the action is completed. The

act of individual in buying and using goods and services, including the decision process that

preceded and determine these acts. It is the behaviour exhibited by the people at the time of buying

a product. It is also the study of how individuals make decision to spend their available resources

like money, time, on consumption or related matters. No two people are exactly alike.

Evaluation of new market opportunity:

The evaluation can be done in three different mobilities thus:

1. Geographic mobility,

2. Social mobility and,

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 3. Psychic mobility.

Geographic mobility: People are now living in a virgin environment and this creates anew

markets, thus abandon old purchase loyalties and perhaps old product preference. They seek

consumption information from new source, for example, new media and new campaign themes to

exploit the new market opportunities. Tourist are constantly moving around and seeking new

hotels to lodge in. At these points both traditional and modern marketing communication activities

may be consulted in other the select the hotel facility that can meet the need required at that point

in time.

Social mobility: As people become more educated and acquired a more sophisticated social millien

(environment or social surrounding) their interest change and they participate in increase social

interactions. They require new types of market. The taste of the guests for different classes of hotel

change as their social status improve, Only hotels that are available on the tools consulted during

the period of their search for information will be patronized. Psychic mobility: In an affluent

society, psychological mobility results in new market opportunities for discerning firms. People

frequently express themselves more fully or change their concept and their environment along

geographical and social mobility.

2.2.5 Theory of Segmentation

The theory of segmentation was earlier used by George, Waldron and Mahins between 1902 and

1910, and P. Cherington in 1924. It was later presented as a concept by Wendoll R. Smith in 1956

in his article on ‘Product Differentiation and Market Segmentation as Alternative Marketing

Strategies’. It deals with breaking the larger heterogeneous market into smaller homogenous

segments. Market segmentation theory was reviewed Market is any location where trading or

selling and buying opportunities are provided by a particular people or group of people.

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Segmentation is separation into groups. A market can be segmented on the basis of consumer

characteristic such as:

Demographic characteristics: (age, sex, size of family, income, education and occupation).

Geographic characteristics: (nations, states, regions local governments, cities, and country).

Psychographic characteristics: (religious belief, culture and tradition, lifestyle, motive, and

personality).

Behavioural characteristics:

Geographic: The food and drinks served and decorations/fittings will depict the culture of nation,

region, location, state of such hotel.

Psychographic: People of the same demographic group can exhibit very different psychographic

profile, also Lifestyle, belief, value and personality (Babalola, 2003).

Behavioural: This is the simplest and appropriate yardstick for segmentation. Others are rand

knowledge and familiarity, user status, occasions, loyalty status, benefits sought and loyalty

status/usage rate.

Demographic: It is the easiest and the most popular bases for segmentation (Babalola, 2003).

Examples are income, age sex, social class, ethnic group, religion, and education.

Hotel market segmentation will require that the guests purchasing power is the major bases for

segmentation and hotel classification be sub-divided into various groups according to the:

1. Reason for Segmentation

2. The person who influences the buyer decision is ascertained.

3. Appropriate product, method of distribution, packaging, branding, promotions and other

strategies can be determined.

4. Consumer purchasing power can be estimated.

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 5. The buying behaviour of the existing and potential consumers can be predicted.

With segmentation, it will be easy to direct the hotel’s marketing communication effort to the

target audience/segment. It can tailor a fine and faster promotional appeal of services and products

of the hotel to suit the appropriate segment. Modern or traditional marketing communication

strategies can be developed, employed and directed to the target market based on its ideas and

characteristic. For example, marketing communication activities can be directed to opinion leaders

in corporate or political circles.

2.2.6 Distribution/Place Theory

The theory of distribution was invented by S Sobolev & L. Schwartz around 1936 and 1950.

Distribution is the mode of getting the product/services across to the end users through the

wholesalers or intermediaries. It is one of the “4Ps” in the marketing mix otherwise referred to as

place. Product manufacturing companies/factories distribute and sell in different location or

facilities which are spread over a broad geographic area.

This is not possible with a service-related organization like a hotel. The proportion of independent

proprietors and franchised organizations has assisted in the distribution of hotels everywhere.

Franchising has the greatest impact in the growth, widespread and communication of a particular

hotel brand. Service organization like hotels must manage every interaction between the waiter

(sales ambassadors /representatives) of the hotels and the guests at every possible contact. This

will ensure the guests received the quality of services expected for money paid. Stocking and

restocking play a very vital role at the point of sales/services. All product (food and drinks) being

promoted must be readily available. Unlike in the manufacturing setting where the consumers

purchase a product off the shelf and take it away, in hotel business the guests are part of the delivery

system when guests order a meal in the restaurants, they interact with the waiter in selecting the

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menu item and sometimes how they are prepared. At times a self-service may be required, which

means services are produced and consumed at the point of sales. If a waiter is having a bad day

and treat the guest poorly, negative feelings towards the hotel will result. To maintain quality

service, a total quality management program was developed by Marriott. (Kotler and Kellert,

2009).

For most products, intermediaries are required to get to the end users. Likewise, is for hotel

products and services, it may appoint intermediaries as part of its sales channels. These

intermediaries are tour operator, travel agents, commission agents or reservation agents. They act

on behalf of the hotel which is the principal/hotels. This is because many hotels cannot afford the

cost of direct marketing (Babalola, 2003). Guest may make purchases of hotel services and

products through them.

Evaluating Channels of Distribution

It is important for hotels to evaluation the different channels of distributions for its product and

services to know which alternative will best satisfy its marketing and profit objective. The

following are the criteria for the evaluation:

1. Economic,

2. Control and

3. Adaptive.

Economic criteria involve the cost implication on the part of the hotel and the likely sale and profit.

The control criteria is to enable the hotel know the level of control it has over its different channel.

While the adaptive control is to know the level at which the channels are able to respond to change

in both the firm and market place. However, the channels must be motivated to encourage them to

perform effectively. This is achievable through cooperation or partnership approaches. The

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cooperative will help the hotel to gain the cooperation of channel members through positive

motivation (compensating the high margin channels, increased service charge point or sales contest

among revenue generating units). Negative sanctions (termination or threat to lower margin or

service charge). Partnership approach is aimed at forging a long-time partnership with the hotel

and different channel members.

2.2.7 Theory of Crystallization

This theory is an alternative to theory triangulation (Richardson, 1994). It can be used for either

quantitative or qualitative methodology instead of triangulation. Crystals enable multiple ‘angles

of repose’. It allows adequate or a better understanding of the problems and solution to the

problems of competing casual factors in a complex multivariate research an integrated

crystallization. Dendritic crystallization gives rise to the use of many multi-dimensional or mixed

theories for empirical studies). Afolabi (2014), believed that mixed multiple theories can give rise

to theoretical adequacy of a research work, meant to predict a complex pattern of result.

2.3 Theoretical Framework

This theory is an alternative to theory triangulation Richardson (1994). It can be used for either

quantitative or qualitative methodology instead of triangulation. It allows adequate or a better

understanding of the problems and solution to the problems of competing casual factors in a

complex multivariate research an integrated crystallization (fig.2.5). Afolabi (2014), believed that

mixed multiple theories can give rise to theoretical adequacy of a research work, meant to predict

a complex pattern of result as indicated for this research work in fig. 2.5

The product life cycle is the process a product goes through from the time it is launched in the

market until it is finally removed. Different marketing communication strategies should be put in

63
place to create awareness and convince potential guests/tourists to patronize the facility at every

stage. Emphasis should be placed on the unique services offered in the hotel.

A defensive marketing promotional activity may be required to increase against every increased

competitive expenditure by the rest of the hotels. Black Box Theory helps to understand what

happened in a person’s mind to cause him to behave the way he did. An average human being

responds to the 4Ps in a marketing mix. Also, cultural, political or/and economic factors (external

factors) and (internal factors) known as the ‘black box’.

Marketing
communication
Crystalization

Black Box

Product
Life Cycle
Abraham Consumer
Maslow Behaviours

Segmentation

Distribution

Fig.2.4: Marking Communication Theory Crystallization.

Source: Researcher’s Design, 2019

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The consumers’ response is a result of a conscious and rational decision process. The marketing

communication activities should be able to appeal to his conscious needs at a point in time.

According to Maslow’s theory of needs, not every individual act in the same way in his effort to

satisfy a particular need this is why the marketers need to study his market and the different

segments within it. He should establish the target market and their needs. They should analyse

these needs and strives to direct all its marketing communication effort towards it.

The black box theory can be used to determine the type of marketing communication strategy for

hotel goods and services that will appeal to the public.

Consumers will only act on what will give them a satisfactory result on their available resources

like money, time, on consumption or related matters. There is the need to divide the heterogeneous

market into a homogenous subsector, thus leads to segmentation of the whole market.

With Segmentation, it will be easy to direct the hotel’s marketing communication effort to the

target audience/segment for faster promotional appeal of services and products of the hotel to suit

the appropriate segment. Modern or traditional marketing communication strategies can be

developed, employed and directed to the target market based on its ideas and characteristic. For

example, marketing communication activities can be directed to tourists or businessmen, opinion

leaders in corporate or political circles. By the time the market has been adequately segmented

there would be need to create a suitable distribution channel that will be able reach the target

audience.

These intermediaries are tour operator, travel agents, commission agents or reservation agents.

They act on behalf of the hotel which is the principal/hotels. This is because many hotels cannot

afford the cost of direct marketing (Babalola, 2003). Guest may make purchases of hotel services

and products through them. It is important for hotels to evaluation the different channels of

65
distributions for its product and services to know which alternative will best satisfy its marketing

and profit objective. However, the channels must be motivated to encourage them to perform

effectively. Integrated marketing communication activities can be put in place to enhance and

introduce the new and existing distribution channels.

It focuses on consumers’ attitudes, needs and motivations (Clow & Baack, 2002). This strategy is

not only a powerful tool in reaching target markets with persuasive messages, but also effectively

decides on promotion mix elements (Pitta, Weisgal, & Lynagh, 2006)

2.4 Empirical Review of Related Studies

Gordon (2016) conducted a study on Traditional and Non-traditional Marketing Communications:

Target Marketing in the Events Sector The author argues that there is a vast array of information

on marketing but there is little literature on target marketing for events. The event sector is one

that is constantly changing; the need to reinvent, innovate and self-disrupt is part and parcel for a

sector that seeks to constantly entertain and turn a profit, so too is the marketing sector. The

research was carried out using face-to-face in-depth interviews and focus group, all of which were

audio recordings with the consent of the participants. The analysis focused on the research’s

objectives and some emerging themes from the data. Primary research findings compose of

detailed accounts on the themes that arose during the research process. These findings include the

marketing channels used, not used and why, the future of marketing, time sensitivity in marketing,

and the challenges event marketers currently face and how to overcome them. The conclusion of

these findings witnessed the changing effectiveness within traditional marketing methods. As

digital marketing usage and expenditure increase, we may see marketers returning to traditional

means of communication.

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Ivica and Vukovar (2015) conducted a study on the role and importance of internet marketing in

modern hotel industry. The authors argue that dynamic and rapid development of Internet

technology and marketing opportunities provided by modern digital technology, enabled the

radical change in traditional marketing activities and opened the space for the development of

Internet marketing. Internet marketing has become an inevitable trend in the business, and its

benefits are recognized by many businesses, regardless of their economic activity, with the aim of

achieving better business results. Representatives of the hospitality and tourism demand (potential

users of services and products) are more frequently and increasingly getting their information on

offers through the Internet, and the marketing presentation of the overall offer via the Internet is

becoming an increasingly important success factor of each hotel as a business system. This paper

analyzes the basic determinants of Internet marketing and the role and importance of Internet

marketing in modern hotel business.

Kehinde (2009) conducted a similar study on integrated marketing communications and

consumers’ patronage of Nigerian beverage products. The author believes that the need for an

organization to properly coordinate its marketing communications strategies to achieve a clear,

consistent and competitive message about itself and its product has become issue of concern to

every result driven firm. The study is aimed at examining the impact of integrated marketing

communication on consumers’ patronage of Nigerian beverage products. The objectives of this

research among others are to (i) establish the level of understanding and the use of IMC by

Nigerian beverage communications institutions. (ii) Find out whether the use of IMC can bring

about profitable long-term customer relationship (iii) determine if optimal use of IMC can make a

product compete effectively thereby recording a good consumers’ patronage, and (iv) ascertain

whether proper implementation of IMC programmes can help reduce a firm’ cost of marketing

communications.

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This research adopted a survey method with four hypotheses and structured questionnaires

distributed among sampled respondents, which include those from marketing communication

organizations, beverage producers and consumers of the products in the South Western part of

Nigeria. To ensure reliability of this instrument, a test-retest was carried out within one and half

month interval. The result yielded 0.88and Cronbach alpha of 0.76. The face and content validity

of this instrument were ensured. The divergent validity of –0.62 and convergent validity of

0.82were revealed. In analyzing the data, the researcher used suitable test statistics, correlation and

Kruskal Wallis one-way analysis where appropriate. Findings show that respondents appreciate

the inherent benefits that the use of IMC will bring over its non-use (the traditional approach).

Such benefits according to findings include cost savings; effective and efficient marketing

communication messages, sustained long term client-customer relationships, better consumer

patronage, amongst others. Mere implementation of different combination of marketing

communication tools together cannot guarantee better results, it is the strategic coordination of

marketing communication tools and the media that will facilitate efficient results and help the

company influence its perceived brand value in the eyes of its esteemed customers and other

stakeholders.

František (2015) conducted a study on new tools for effective marketing communications. The

author argues that successful companies are aware of the needs for long-term strategic

development, which is based on relationship marketing with customers. That is necessary to touch

the customers’ emotion and irrationality of purchase decision. For this touch, companies use

marketing communication tools to increase own sales. Adequate communication could create

optimal background for effective marketing. The article is focused on dependency between

genders and marketing communication tools. The objectives of this research are to verify

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dependence intensity of marketing communication in connection with respondents and to identify

impacts the marketing communication and to de-scribe trend in communication. The research was

aimed by random chosen group of young people in the Czech Republic.

Islam (2013) conducted a study on the Determinants and Effects of Applying Electronic Marketing

in Alexandria Hotels: Current Status and Future Trends competition, Alexandrian hotels’ operators

need to adopt and implement creative marketing tools. This study explores the current and future

adoption and role of electronic marketing [E-marketing] strategies and e-distribution channels in

Alexandrian hotels. Despite the exponential growth of E-marketing, little is still known about its

application and effectiveness in Alexandrian hotels. This exploratory study aims to fill in this gap.

Field study revealed that most e-marketing procedures have not been applied, application of

Awareness/General-Policy-related procedures helps better apply procedures in other phases, and

that 5-star hotels apply E-marketing partially better than 4-star hotels. Further managers’ opinions

and thoughts have been sought, concerning the overall context and perceived barriers of applying

E-marketing, both current and future aspects. Finally, best E-marketing practices are identified,

and a simplified strategy for developing an effective E-marketing mix is proposed.

Kalaskar (2013) conducted a study on Marketing Strategies for Standalone Hotels: With Reference

to Mayur-Aaditya Resort, Dharwad, India. The author argues that hospitality sector is one of the

fastest growing sectors in India, hence it is marked by intense competition. Under this backdrop

the stand-alone hotels have to sustain and grow amidst of big hotel chains both nationally and

internationally. Implementing traditional marketing strategies which focus on acquisition does not

serve the purpose of withstanding this competition. Hence more emphasis is on retaining the

customer rather than finding the new ones is the need of the hour. In order to achieve this, the

hotels must develop innovative and competitive marketing strategies which seek new ways to

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acquire, retain and increase customers thereby sustaining and developing in this competitive era.

This article focuses on a single unit of the hospitality industry that is MayurAaditya Resort, a hotel

located in Dharwad city of North Karnataka. The objective is to identify the various marketing

strategies used by the hotel and determine if the present marketing strategy of the hotel can be

improved upon. Hence the main purpose of this study is to formulate different marketing strategies

for this standalone hotel by providing different plans that help in enhancing the hotels visibility.

As a result of this study outlining of the strategic marketing plan and action plans for the hotel was

possible.

Rashad and Lim (2014) conducted a study on the Impact of Social Networking Sites on Hospitality

and Tourism Industries. This study investigates the impact of social networking sites on the

hospitality and tourism industries. A social networking site is a type of social media that provides

a platform for people to connect with each other. Social networking is so versatile that it can be

used for both leisure and business purposes. In the hospitality and tourism industry, social

networking sites are one of the essential tools that play an important and beneficial role. Content

on social networking sites could affect the marketing in both positive and negative ways. The study

discussed consumer behaviour, connection with consumers, effectiveness in terms of time and

cost, creating brand awareness and building the image of the company, promoting company,

targeting consumers, and finally, the disadvantages.

Studies have been conducted on hotel marketing promotion as well as communication but no

known work to the researcher has been done on the comparative analysis of both the traditional

and modern marketing communication system for promoting the hotel performance. However, it

is not yet clear whether the spread and utilization of the modern marketing communication system

have improved the patronage of hotel businesses in Nigeria. The present study will assist the

70
hotelier to know which of the marketing communication methods will suit their organization better

among the traditional or modern methods. Also, the hotel may have to decide whether or not to

employ an integrated marketing strategy. This study therefore fills this void.

71
 CHAPTER THREE
METHODOLOGY

This chapter discusses the strategy chosen to integrate the different components of the research in

a coherent and logical manner. This chapter discussed the methodology used to address the set

objectives and hypotheses underpinning this study and then the methods which covers the research

paradigm, data quality control and management (reliability and validity tests).

3.1 The Study Area

The study was carried out in southwest region of Nigeria. It is located between latitude 50 – 90

north and longitude 20, 30' and 5040' east. This was transformed into western states of Nigeria in

1967. The western region (fig. 3.1) was divided into Lagos and other western states. The capital

of the old western state was Ibadan. In 1976, the western state was subdivided into 3 new states,

Ogun, Ondo and Oyo. In 1996, Ekiti State was carved out of Ondo State while Osun was formed

from Oyo State in 1991. Therefore, the states under study are Lagos, Ogun, Oyo, Osun, Ondo, and

Ekiti.

Southwest Nigeria is purposively selected due to its regular increasing numbers of tourists and

business activities nearness to the major ports, the concentration of industries, population density,

Private businesses, Federal and State Government Ministries/Parastatals within this zone and their

need for these hotels.

Oyo State

Oyo state is bounded in the north by Kwara State, in the west it is partly bounded by Ogun and

Partly Republic of Benin, while in the east by Osun State. It is popularly called the Pacesetter

State. It originally includes Osun State, (which was carved out of it in 1991). The state capital is

72
Ibadan. The landscape contains old hard rocks, and dome shaped hills. The homogenous state is

occupied predominantly by the Yorubas. The state has a lot of notable tourist attractions in it such

as: the Zoological Garden, the Botanical Garden, The Nigeria Television Authority, National

Museum, Cocoa House, Agodi Garden, World Game Centre, Old Oyo National Park, International

Institute of Tropical Agriculture, Olubadan Palace, Mapo Hall, Koko Dome, Ado-Awaye Hanging

Lake to mention a few. Notable Hotels in Oyo State include: Premier Hotel, Lafia Hotel, Kankanfo

Inn, Super K Hotel, Davies Hotel, Koltol Hotels, D’Rovans Hotel, Greenspring Hotel, De

Executive Suites in Ibadan and so many others in other parts of the state. Some other notable towns

in Oyo State are Oyo town, Iseyin, Ogbomoso and OkeIho.

Ekiti State

Ekiti State was created on 1st October, 1996, out of the former Ondo state alongside five other

states in Nigeria. It is located at north-east of Osun State and north-west of Ondo-State. Some of

the towns in Ekiti State are IyinEkiti, IkereEkiti, IkoleEkiti, and IdoEkiti. The Ekitis are Yorubas.

Ekiti State has sixteen (16) local government area. The landscape contains mostly old hard rocks,

and dome shaped hills. Tourism is an aspect which became a veritable source of income for the

state. Some major tourism centres in the state include Ikogosi Warm Spring, Arinta Water Fall at

IpoleIloro, Ero Dam at Ikun-Ekiti, Fajuyi Memorial Park in Ado-Ekiti. Some of the hotels in Ekiti

State are Ikogosi Motel, Dave Motel, Pathfinder Hotel, to mention a few. The state also has rich

cultural carnival among which are Iwemo and Udi Iroko in Ado-Ekiti, Ogun in Ire-Ekiti, Epa in

Iworoko-Ekiti, Ijesa-Isu-Ekiti and Egungun Festivals which continue to attract people to the state.

Ondo State

Ondo State is one of the states in Nigeria created in February 1976 from the former Western State.

The landscape is partly riverine and old hard rocks, and dome shaped hills. It originally included

73
the now Ekiti State, which was carved out in 1996. Akure is the state capital. The inhabitants are

majorly Yorubas. Some of the tourist attractions in Ondo State include Idanre Hills, Owo Museum,

DejiAkure’s Palace, Egungun Festivals, Cave Ashes in Isharun, Ebomi Lake in Akoko, Igbokoda

Waterfront, Igbo Olodumare in Oke-igbo, Olowo’s Palace in Owo. Some notable hotels in Ondo

State include: Presidential Suites, Sun View Hotel, Raphilo, Blissworld Hotel, Heritage Bed and

Breakfast, Esporta Suites, Hotel and Resort, Motel Ondo Plaza, Blis World Hotel to mention a

few. Some notable towns in Ondo State are IkareAkoko, Owo, Ondo town, Ore and Okitipupa.

Osun State

Osun State is an inland state in south western Nigeria. The capital city is Osogbo. Other towns in

Osun States are Ejigbo, Ile-Ife, Ilesha and Ikirun. It was created in August 1991. Osun was

orginally carved out of the old Oyo State. The tourist attractions include Osun Osogbo, Olumirin

Waterfall in Erin Ijesa, Ooni’s palace, Ife Museum, Obafemi Awolowo University, Oranmiyan

staff, Osogbo arts and metal works, Osun Cultural Festival, Ata-oja Royal Palace, Museum of

Arts, African Heritage Galery, Konfo, Rao Kawawa, Susanne Wenger’s House and Centre. Hotels

in Osun State include: Royal Spring Hotel, Hilton Hotel, Green Arcade Hotel, Cameron Hotel,

Hotel De Treasure, Brymor Hotels, Leisure Spring Hotel, Celebration Hotel, Kricourth Hotel,

Atlantic Grand Hotel and so many others. The landscape in Osun State is made up of hills and

thick forest.

Ogun State.

Ogun State was also created in 1976. The state capital is Abeokuta. It is nicknamed the ‘Gateway’.

The people of Ogun State are predominantly Yorubas. The major towns in the state are Ilaro,

Aiyetoro, Ijebu Ode, and Sagamu. The state is made up of thick forest estuaries that flow into the

sea. It is located at the boarder to other West African countries with Lagos State at the south,

74
bounded by Oyo State at the north and Ondo State at the east. Some notable cultural festivals

include: Ake Festival, Ojude Oba Festival, Yewa Festival, Orona Festival, Ita Oba Day. Hotels in

Ogun State include: Green Legacy Hotel, Citizen Hotel, Grand Inn Suites, JKO Hotel, Chicago

Bar and grill Hotel, Quarry Imperial Hotel, Park Inn by Radisson, Perfect Peace Hotel, Indices

Suites, Nirvana Hotel and Suites and so many others.

Lagos State

Lagos State was created in 1967. The city is essentially a Yoruba state but it is inhabited by

different tribes and ethnicities. Lagos State is a riverine state, the ocean at the southern part and

the sea passed through the city of Lagos There are big hotels of different classes within the Lagos

metropolis, some of the popular ones are: Lagos Sheraton Hotel, Renaissance Hotel,

Ekole’Meridian Hotel, Federal Palace Hotel, Ikoyi Hotels, Lagos Airport Hotel, Oriental Hotel

and a lot of others. Festivals in Lagos State include: Lagos Carnival, Black Heritage Festival, Eyo

Festival, Egungun Festival, Eluku Festival, among others. Tourist attractions in Lagos State are

the different beaches such as Badagry, Elegushi, Oniru, Eleko, Kuramo, Whispering Palms,

Artican, Sultan, to mention a few. The slave trade relics in Badagry, different pedestrian bridges,

numerous parks and gardens, super structures all over the state, the new Atlantic City to mention

a few.

During the researcher’s visit there are some discoveries made among which are the way different

states grouped their hotels. In Lagos State, when the researcher visited the board of tourism at

Alausa secretariat to get the list of the hotels in the state, it was discovered that both hotels, night

clubs, pepper soup joints and beer parlours, brothels and event centres were grouped together. This

made it difficult for the researcher to know the precise numbers of hotels available in the state. In

Oyo State, the board of tourism is located in Agodi, in a small building. On visiting some of the

75
hotels, it was discovered that most of the hotels listed are brothels. Some have closed down and

some converted to residential or other business buildings. Only a few were habitable hotels. The

board of Tourism in Ekiti State is almost non-existence as it was made up of a two-room office.

This is an indication that the state did not attach any importance to tourism. It was a big problem

for the researcher to locate the office on the first visit. The situation of the hotels in Ekiti State is

similar to that of Oyo State. Most of the hotels have shutdown, some converted to other businesses

or residential buildings. The list of the registered hotel in Ekiti State was made available to the

researcher. There is a well-established ministry of tourism in Ogun State. Although, the list of the

hotels was not made available to the researcher for ‘security reasons’, but the total number was

given. In Ondo State, a whole floor is used as the board of tourism in Ule Use Adegbemile. The

list of the hotels, both new and existing ones, brothels, and those that has folded up were made

available to the researcher. The ministry in charge of arts and culture in Osun State is responsible

to oversee the tourism section under which is the hotels. All the list of the hotels could not be

readily provided. Most hotels in all the states were neither registered with the association nor with

the states’ tourism board. They were available on the Jumia directory or Hotel.com. However, new

hotels keep springing up every now and then in all the states.

Worthy of note is the standard of hotels in each of the state. Lagos State happened to be the only

one with different categories of hotels. In others state, all the acclaimed 5star hotels could only be

listed among boutique hotels. Majority of the hotels outside Lagos State were small and boutique

hotels. Facilities in a small hotel in Nigeria were sizable doubled bedded rooms with attached

bathrooms, table, chair, a dressing mirror, TV, wardrobe, room service, restaurant, bar and lounge

services and a parking space and centralized cable TV. The number of rooms ranged between

fifteen and one hundred

76
Fig. 3.1: South Western Nigeria: The Study Area.
Source: Office of the Survey General, Ekiti State/Dept. of Geography and Planning Science,
Carto. Unit, Ekiti State University, EKSU, Ado-Ekiti, 2019

3.2 Research Design

This study focused on the comparative analysis of traditional and modern marketing

communication systems for promoting hotel industries in southwest Nigeria. To achieve this, the

theoretical framework was proposed to investigate the theoretical relational paths drawn from

literature through hypotheses testing. The study also uses a descriptive cross-sectional approach

where data was collected at a particular point in time from different boutiques hotels. This kind of

research design is pre-planned and structured, and typically based on a large sample (Churchill &

77
Iacobucci, 2004). It describes specific characteristics of the study variables, and generates data that

allows for relationships or associations between two variables (Sekaran, 2000). Considering the

nature of the study objectives, a cross sectional survey design is found suitable to gather

quantitative data, make statistical predictions and correlations of factors associated with traditional

and modern marketing strategies.

3.2.1 A Model for the Research Work

The model in Fig.3.2 was structured from a set of ideas and theories to help the researcher carry

out the present study, frame the questions and find suitable literature. It also explains the

relationship between the various variables of the study i.e. it is the interaction process which the

independent and intervening variables combine to determine the occurrence of the dependent

variable. It defined the orientation underlying the study. It was based on the premise that the

comparative analysis of both traditional and modern marketing communication systems

(Dependent variable) can be influenced by extent of usage of both traditional and modern

marketing communication systems, impact of both traditional and modern marketing

communication systems and constraints in the usage of both traditional and modern marketing

communication systems (Independent variables). Constraints faced in the usage of both traditional

and modern marketing methods include high cost of equipment needed, lack of technical know-

how, poor data management and fluctuating network and server.

The intervening variables include: Technological development, technical know-how, social

factors, developmental factors and environmental factors.

78
 DEPENDENT VARIABLES INDEPENDENT VARIABLES

Comparative analysis Modern Impact of Extent of usage of Respondents’

of traditional and Marketing marketing marketing
characteristics
modern marketing communication communication
systems systems
communication systems • Sex
for promoting hotel
• Large extent • Age
• High
performance • Marital status
• Low • Low extent • Educational
• Effective • Not • Not at all status
• Not effective satisfied • Level / position in
the organization
• Number of years
Traditional spent in hotel
industry
Marketing
• Number of years
spent in the
current hotel
industry

Constraints
Intervening
variables • High cost of
equipment
• Technological needed
advancement • Lack of technical
• Technical know-how know- how
• Developmental
• Poor data
factors
management
• Social factors
• Fluctuating
• Environmental
factors
network and
server

Fig 3.2: Model adopted by the researcher for the Comparative Analysis of Traditional and Modern
Marketing Communication Systems for Promoting Hotel performance in South-West
State, Nigeria.
Source: Field Survey, 2019.

79
3.3 Source of Data

The data for this study was obtained from primary source. The primary data were obtained directly

from the field in their original form using the research questionnaire. The questionnaires were

administered on the sampled hotels in the capital cities of Lagos, Ogun, Oyo, Osun, Ondo, and

Ekiti of Nigeria. Southwest Nigeria is purposively selected due to its regular increasing numbers

of tourists and business activities nearness to the major ports, the concentration of industries,

population density, Private businesses, Federal and State Government Ministries/Parastatals

within this zone and their need for these hotels. Sourcing data primarily did not only capture the

opinion, feelings and thinking of the respondents but also present the true and current scenario.

80
3.4 Population of the Study

3.4.1 Study population

The population for this study consisted of 1,018 hotels in the South west of Nigeria (see table 3.1).

In particular, the population of the hotel is spread across capital cities of Lagos, Ogun, Oyo, Osun,

Ondo, and Ekiti of Nigeria. From this population, the study sample was drawn. The population for

this study was 1,018 hotels, 3,500 staff of all the hotels and 24,075 guests that visited the hotels

Table 3.1: Population of the Study

S/N State Hotels Staff Strength Guest (Daily)

1 Lagos 152 531 3,650

2 Ogun 146 353 2,425

3 Oyo 432 1570 10,800

4 Ondo 100 363 2,500

5 Osun 67 244 1,675

6 Ekiti 121 440 3,025

Total 1,018 3,500 24,075

Source: Field Survey, 2019.

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3.4.2 Determination of Sample Size and Technique

Generalizations are usually not based on data collection from the entire population defined by the

research problem but rather on a finite part of the population called sample. Sample therefore being

a subset of the population was used here in drawing inference about the population parameters.

Using the entire population of hotel staff and guest within the south west zone of Nigeria was

rather impossible, impracticable and above all very expensive hence the population was carefully

defined to include all necessary variables needed for the study. In order to draw a precise inference

about the population in the zone, a sample size (n) was determined statistically and randomly

selected with the aim of getting a true representative of consumers of hotels.

3.4.3 Sample Size Determination

Sample Size: Literature suggests various guidelines on sample size determination. Notably, the

commonly used approaches are by Yamene (1970) and Krejcie and Morgan (1970). Since the

study has a population of 28,593, Krejcie & Morgan (1970; 2010) sample size selection table was

employed to generate the study sample size. The table is developed based on the model, s = X2 N

P (1-P) ÷ d2 (N-1) + X2 P (1-P) where (s) is the required sample size, (N) is the population size,

(X2) the table value of chi square for 1 degree of freedom at the desired confidence level (3.841),

(P) is the population proportion (assumed to be 0.50 since this would provide the maximum sample

size) and (d) is the accuracy/tolerable error expressed as a proportion (0.05 =5%). Since the

population for this study are 1,018 hotels, 3,500 staff of all the hotels and 24,075 guests that visit

the hotels, hence, the total population of this study is 28,593. Hence, using Krejcie and Morgan

(1970; 2010), the sample size for this study was 618 hotels, 391 staff strength, and 621 Guests

respondents.

The sample size for each state were determined in proportion to the population of each state.

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Table 3.2 Sample Size Determination

S/N State Hotels Staff Strength Guest (Daily)

100 100
1 Lagos 100 (618) 𝑋 391 =63 (618) 𝑋 621 =100

76 76
2 Ogun 76 (618) 𝑋 391 =48 (618) 𝑋 621 =76

206 206
3 Oyo 206 (618) 𝑋 391 =130 (618) 𝑋 621 =207

80 80
4 Ondo 80 (618) 𝑋 391 =51 (618) 𝑋 621 =80

59 59
5 Osun 59 (618) 𝑋 391 =37 (618) 𝑋 621 =59

97 97
6 Ekiti 97 (618) 𝑋 391 =61 (618) 𝑋 621 =97

Total 618 391 621

Source: Field Survey, 2019.

Sampling procedure: The study applied a three-stage sampling procedure to identify hotels for this

study. Multi-stage sampling technique using the states was used to identify hotels to be sampled.

The sampled hotels were identified based on NPC enumeration maps used in 2006 National

population census. Thereafter, stratified sampling method was applied on the basis of location to

select the sample. After identifying the sample, simple random sampling technique was used to

pick the required number of hotels from each stratum without replacement in the case of missing

values. The selected hotels for the study were assigned unique numbers for ease of identification.

In addition, three indicators of hotels’ utilities, housing conditions, and hotels’ welfare were

applied to identify the sample for this study (Field, 2009). The above selection criteria were used

83
until a sample size of 618 hotels was obtained. The unit of analysis for the study was individuals

in the hotels and the unit of inquiry were hotel staff and guests.

3.4.4 Sampling Technique

It is an established fact that accurate estimates of the population parameters can only be obtained

through probability sample but, social scientist because of convenience do use the non-probability

sampling technique. This study like any other social science research employed the non-probability

sampling technique not only for convenience but, also to be able to precisely define consumers of

hotels. Hence, we obtained the sample frame (list of these consumers in the zone). Nachmias and

Nachmias (2008) identified three basics non-probability sampling technique as; judgmental

(convenience), purposive and quota sampling techniques. This research employed only the

homogeneous purposive sampling technique in obtaining the required sample size for the

population. Homogeneous purposive sampling technique was considered appropriate because the

sample has some shared characteristics. This technique involves selecting the sample respondent

most conveniently available for the research at hand. In this research the hotel heads convenient

to the research assistants and willing to cooperate were administered the questionnaire. This

sampling technique according to Nachmias and Nachmias (2008) has the advantage of being used

where the representativeness of the population and hence an accurate conclusion cannot be

reached; they continued by saying that no sample size whether statistically determined or not can

be considered accurate for drawing conclusion about a population except the entire population

itself is used; which as stated earlier, is impossible, impracticable and extremely expensive to

collect data on the hotel guests in the zone.

84
3.5 Method of Data Collection

Primary data provided by the respondents constituted the main source of data. As stated earlier,

the respondents for this study comprise of hotel staff and guests. Also, the data were collected

using questionnaire at a single point in time as opposed to a longitudinal study, which deals with

the same sample units of population over a period of time. The quantitative data was collected with

the purpose of testing the reliability and validity of the instrument developed as well as testing the

formulated hypotheses.

3.5.1 Questionnaire Design

The questionnaire was in seven (7) sections, the first part contains general demographic questions

such as age, gender, qualification, economic status, occupation and marital status. Part two to eight

consist of a five (5) points likert scale questions designed to measure the opinion of respondent on

the patronage of hotel services based on traditional and modern advertising method in line with

the objectives of the study. Possible scaled questions were compiled, administered and the total

score for each respondent computed. This part two is further spited into two sections. Section A

carries seven questions related to demographical characteristics of the respondents, while section

B contained questions (constructs) relating to differences between traditional and modern

marketing communication system; section C contained questions (constructs) relating to extent of

usage of traditional marketing communication system; section D contained questions (constructs)

relating to extent of usage of modern marketing communication system; section E contained

questions (constructs) relating to the extent that traditional marketing communication system

affects hotels’ performance; section F contained questions (constructs) relating to the extent that

modern marketing communication system affects hotels’ performance; section G contained

questions (constructs) to measure hotels’ performance respectively.

85
3.5.2 Questionnaire Administration

Because of the importance attached to data collection in any research, care had been taken to

collect accurate, reliable and valid data for this study. Two trained research assistants were used

to administer the questionnaire in each of the states. The facilitators were responsible for vetting

the responses on each questionnaire and conducting a pre-test to validate the process. Reliability

and validity test of the instruments were necessary to improve accuracy and quality of the data

collected. Since data are the raw materials for this study the collection was undertaken in a planned

manner to avoid waste of resources (time and money).

86
3.5.3 Reliability of the Instruments

Reliability refers to the capacity of the instrument to measure in a consistent and dependable way

each time it is utilized under the same condition with the subject (Bhattacherjee, 2012; Blumberg,

2011). For internal consistency, Cronbach’s alpha coefficients was used because it is regarded as

a suitable measure of reliability (Sekaran and Bougie, 2010; Blumberg, 2011). As could be seen

in table 3.2 below, all the variables have Cronbach’s alpha coefficient above 0.7. Thus, confirming

reliability of the instrument for the study (Nunnally & Bernstein, 1999).

Table 3.3: Reliability test

Variable Cronhach Scale

alpha (α)

Traditional marketing communication system 0.875 1–5

Modern marketing communication systems 0.807 1–5

Usage of modern marketing communication systems

0.819 1–5

Usage of traditional marketing communication

systems 0.885 1–5

Source: Field Survey, 2019.

3.5.4 Validity tests of the study instruments

Validity is a critical identity in research construct application (Hair, Black, Babin, & Anderson,

2010; Carmines & McIver, 1981). The basic question on the mind of scholars is whether or not

the instrument(s) measure accurately what it is meant to measure? Wanous and Reichers (1997)

87
delineate validity into content, criterion-based, and construct validity modes. To establish this, the

following validity tests were conducted in our pilot study:

Face validity Content: that is whether content cover the concept correctly.

Construct (Convergent, i.e. whether common items loaded together and Discriminant, i.e. variables

dully separated). These are discussed in details

88
 3.5.5 Content Validity

The instruments (questionnaire) was designed on a 5-point Likert scale (1= not relevant, 2 =

somewhat relevant, 3 = quite relevant, 4 = relevant, 5 = very relevant) Clark and Watson (1995)

to evaluate the relevance and suitability of the measurement items. After developing the

instruments, it was issued out to ten (10) experts who include: experts in marketing, practitioners,

consultants and psychometrics. Expert evaluation was used to rate the instruments and modified

based on their comments. Comments made were incorporated in the final questionnaire. This was

consistent with Clark and Watson (1995) who emphasized that it is beneficial to do so as it enables

a researcher to assess its internal consistency, inter-item correlations and factor structure. Table

3.3 shows the results reflecting Content Validity Index (CVI) for the questionnaire all above 0.7

taken as acceptable basing on (Amin, 2005).

Table 3.4: CVI for Questionnaire

Experts Mean CVI

Variable

1 2 3 4 5 6 7 8 9 10
Traditional marketing
communication system
1 0.7 0.9 1 0.9 0.5 0.9 0.9 1 1 0.78
Modern marketing communication
systems
0.8 0.93 0.93 0.7 0.87 0.5 0.8 0.8 0.9 0.9 0.81
Usage of modern marketing
communication systems
1 1 0 1 1 0.6 1 1 0.8 0.9 0.83
Usage of traditional marketing
communication systems
0.9 0.8 0.1 1 1 0.1 0.9 0.9 0.9 1 0.76
Source: Field Survey, 2019.

89
3.5.6 Construct Validity

Here, two dimensions were employed: Convergent validity (to show items homogeneity within

the same construct) and discriminant validity (to indicate heterogeneity between different

constructs). These two categories were performed using Exploratory Factor Analysis (EFA).

For convergent validity, we ran EFA and used communalities (see tables in the appendix III) to

confirm this. All items loading was above 0.5 implying that they were highly related to the global

variables indicating that convergent validity exists.

For discriminant validity, we ran EFA to show rotated component matrix (see tables in the

appendix III).

Unrelated items were deleted and loaded separately from each other similar items loaded highly

to a single factor based on principal component method, factors with eigen values greater than 1

were retained (Guttmann-kaiser rule)

All our variables had more than one factor i.e. 2-3 confirming discriminant validity.

3.5.7 Philosophical Assumptions

Research philosophy could mean the development of knowledge and its nature (Sounders, Lewis,

& Thornhill, 2003). There are varieties of research paradigms which dominate social sciences and

these include: Positivism, Constructivism and Critical realism. However, Burrell and Morgan

(1979) pointed out that there are two major largely opposing intellectual traditions (ontology)

which have dominated social and management science over the last century. These are: Positivism

and Interpretivism. The positivists’ view characterises how the researcher sees reality “out there”

as a law of nature just waiting to be found, while the interpretivists’ believes that the knowledge

is a social reality, value-laden and it only comes to light through individual interpretation (Wright

P. , 1986).

90
Positivism is characterised typically in methodological literature as exhibiting a preoccupation

with operational definitions, objectivity, replicability, causality and the like. Interpretivism on the

other hand is characterized by the detailed observation and involvement of the researchers in the

natural setting in which the study occurs, together with the avoidance of prior commitment to

theoretical constructs or hypotheses formulated before gathering data (Kaplan & Duchon, 1988).

This study assumes that both the structured and unstructured reality with respect to the

phenomenon of the study – Hotel Industry Performance - exists out there (Knight & Cross, 2012).

Since the study is mainly dominated by quantitative method, this study focuses and adopts the

positivism approach (paradigm) or philosophical assumption.

3.6 Controls for Potential Biases

3.6.1 Control for Common Methods Bias

Bias in self-report survey data is a common source of measurement error (Types I & II) which

could be a potential threat to validity of the conclusions about relationships between measures

(Podsakoff, MacKenzie, & Podsakoff, 2003; Spector, 2006). Additionally, CMB is a source of

concern, particularly for research involving self-report measures (Spector, 2006). Conscious of the

current research approach, recommendations by Podsakoff, et. al. (2003) was employed for

controlling common methods bias. Therefore, for this study, common methods bias was controlled

for in the course questionnaire modification and adapting.

For the procedural remedies, the first step employed was to remove any common item measures

between the predictor and criterion variables. This strategy specifically controls for potential bias

in correlations due to overlap in items used to measure different constructs (Conway & Lance,

2010). Secondly, clarity of the scale items and systematic modification of the questionnaire items

91
by avoiding “double-barrelled” questions were ensured. In addition, all the questionnaire variables

were anchored on a five-point scale developed by previous scholars with few modifications.

Questionnaires were administered in two waves to avoid consistent motive.

3.6.2 Controls for Non-Response Bias

Scholars have advocated that when survey method of data collection is adopted in sample-based

studies, non-response bias is unavoidable (Dalecki, Whitehead, & Blomquist, 1993). In particular,

high levels of non-response reduce randomness and representativeness of the sample and hence

the accuracy of population estimates (Green, 1991). Consequently, in a bid to increase the response

rate and control for non- response bias, follow-ups and reminders were sent to non-respondents to

speed up the collection of some of the questionnaires directly from them.

3.7 Method of Data Analysis

This study examines a cross-sectional and quantitative approach adopted to achieve the study

objectives. Therefore, Structural Equation Model was employed using quantitative data.

Quantitative data analysis involved descriptive zero order correlations and structural equation

modeling using SPSS version 25 based on 920 usable observations. Bootstrap method using SPSS

was employed for mediation tests. Zero-order correlations between the dependent variables and

the independent variables are presented in Table 3.7. While independent t-test was employed to

test hypothesis one, structural equation model was employed to test hypotheses 2 to 6 respectively

and ascertain the contribution of the predictor variables (traditional marketing communication

system and modern marketing communication systems) in explaining the variations in hotel

industry performance.

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3.7.1 Model Specification

Independent t-test

Formula:

Group 1 = Traditional Marketing Communication System

Group 2 = Modern Marketing Communication System

Structural Equation (Regression) Model

HP = α + β1(TA) + β2(TB) + β3(TC) + β4(TD) + β5(TE) + β6(TF) + β7(TG) + e … 1

HP = α + β1(MA) + β2(MB) + β3(MC) + β4(MD) + β5(ME) + β6(MF) + β7(MG) + e … 2

Where:

HP Hospital Performance

TA Referral/ word-of-mouth

TB Fliers

TC Broadcast advertising

TD Paper coupons

TE Television adverts

TF Radio adverts

TG Bulk SMS

MA Social channels

93
 MB Video conferencing

MC Live chat on website

MD 24- hour customers/ tech support

ME Follow-up emails

MF Social media personality

MG Mobile apps

α = Intercept

β1 – β5 = Slope/Beta Value

Table 3.5: Underlying hypotheses

Hypotheses Hypothesised Path

H1 There is no comparative difference between traditional and
modern marketing communication system for promoting TMC ← → MMC
hotels performance in southwest Nigeria.
H2 Extent of usage of traditional marketing communication UTMC → HIP
system does not have significant effect on Hotel Industry
Performance.
H3 Extent of usage of modern marketing communication system UMMC → HIP
does not have significant effect on Hotel Industry
Performance.
H4 Traditional marketing communication system does not have TMC → HIP
significant effect on Hotel Industry Performance.
H5 Modern marketing communication system does not have MMC → HIP
significant effect on Hotel Industry Performance.
Key: TMC – Traditional marketing communication system; MMC – Modern marketing
communication systems; UMMC – Usage of modern marketing communication systems; HIP –
Hotel Industry Performance
Source: Researcher’s Hypotheses, 2019.

94
3.8 Operationalisation and Measurement of Variables

The independent variables are traditional marketing communication system, modern marketing

communication systems, while the dependent variable is Hotel Industry Performance. These

variables were measured using item scales developed by previous scholars drawn from existing

literature and theories.

3.8.1 Hotel performance

The measurement items were adapted from the literature (Wright & Macrae, 2007) with minor

modifications and rewording to ensure contextual consistency. Example of the items are:

“Turnover improves as a result of modern marketing communication system, Turnover increases

as a result of traditional marketing communication system, Profit increases as a result of traditional

marketing communication system, Profit increases as a result of modern marketing communication

system, Modern marketing communication system has brought about opinion of more branches,

and Modern marketing communication system has brought about more satisfaction to hotel

customers”. Respondents were required to indicate their degree of agreement or disagreement,

with prescribed items anchored on a 5-point Likert scale ranging from 1= strongly disagree to

5=strongly agree.

3.8.2 Traditional Marketing Communication System

The questions are generated from the instruments previously developed and used by Kim and

Chung (2007). The scale was modified to suit the study since it was used in a different context and

on different set of respondents. Respondents were required to indicate their degree of agreement

or disagreement with the items generated, anchored on a 4-point Likert scale ranging from 1=

Never, to 4= Always. Example of the items are: “How frequent do you employ these traditional

95
marketing communication methods in your hotel industry? Referral/ word-of-mouth, Fliers,

Broadcast advertising, Paper coupons, Television adverts, Radio adverts, and Bulk SMS”.

3.8.3 Modern Marketing Communication Systems

Items related to outsourcing were adapted based on Hsu (2008). The measurement items were

adapted from the literature with minor modifications and rewording to ensure contextual

consistency. Example of the items are: “Social channels, Video conferencing, Live chat on

website, 24- hour customers/technical support, Follow-up e-mails, Social media personality,

Mobile apps, Live video call option, cellular phones, Skype, Facebook, Twitter, and Instagram.

Respondents were required to indicate their degree of agreement or disagreement with the items

generated, anchored on a 4-point Likert scale ranging from 1= Never, to 4= Always.

3.8.4 Control Variables

The work of Bartov (2000) suggests that failure to control for confounding variables could lead to

falsely rejecting the hypothesis when in fact it should be accepted. Among the variables that have

been controlled for in different studies include: Age, gender, educational qualification and income.

In this study, educational status was considered as control variable because it determines usage of

modern or traditional marketing system.

96
 CHAPTER FOUR
RESULTS AND DISCUSSION

In this chapter, data obtained from the study is presented and analyzed. The data collected were

collated, described, analyzed and interpreted based on the objectives formulated with respective

hypotheses that formed part of the study. In view of that, zero-order correlations between the study

variables, independent t-test, structural equation model of regression model and bootstrap results

are presented.

4.1 Data Presentation

Out of the targeted sample size of 1,012, those who responded to the administered questionnaire

were 939. The high response rate (92.8%) is attributed to fact that a personal(self-administered)

approach was employed in collecting data. More so, the researcher maintained useful contacts with

the respondents and the hotel management staff, which were instrumental in identifying the

relevant sampled respondents and maintaining good relationships with them, which yielded

excellent response rates. Table 4.1 summarizes the response rate:

Table 4.1: Response Rate

No. of respondents Percentage

Questionnaires Issued 1,012 100

Responses Received 939 92.8%

Responses Discarded 19 1.9%

Responses Used 920 98.1%

Source: Researcher’s Questionnaire, 2019.

97
4.2 Data Entry, Editing, Diagnostic tests and Analysis

After retrieving the questionnaires from the respondents, they were sorted to identify the usable

ones. As stated earlier, out of the 1,012 questionnaires administered to the respondents, 939 usable

ones were returned. The returned hand delivery questionnaires were serialised from 1-939 on top

each questionnaire before entering the data into SPSS software. Similarly, nineteen (19)

questionnaires with a substantial number of items (for example 1.9%) left unanswered were

discarded.

Editing Data: The data cleaning process demands careful consideration, as it significantly affected

the final statistical results. Editing (cleaning) the data requires consistency checks and treatment

of outliers and missing responses, generally done through SPSS. Hence, simple frequencies

(descriptive statistics) was ran to crosscheck the data against the electronic data file to find if there

were wrong entries e.g. out of range, outliers, missing values which increase error variance and

reduce the power of statistical tests (Hair, 2010; Field, 2005). Consistency checks serve to identify

the data, which were out of range, logically inconsistent or have extreme values. The missing

responses were treated carefully to minimize their adverse effects by assigning a suitable value

(neutral or imputed) or discarding them methodically (case wise or pair wise deletion). Generally,

the following are reasons why the data was edited (cleaned):

(i) To find out if the responses indicated in questionnaires had been entered correctly (ii) To check

if missing values existed and decide on how to deal with them.

(iii) To check for and deal with outliers.

(iv) To check for normality and appropriately deal with non-normality, if the data is non- normal.

98
Summarily, the data analysis stage involved data screening and performing different statistical

tests. More specifically, the Statistical Package for Social Sciences (SPSS) version 22 was used

for data screening and testing the study hypotheses.

Data Screening: The data screening exercise aimed at establishing the distribution of data to

assess whether the assumptions of parametric data were tenable. Specific assumptions tested

included normality of the distribution of the data, homogeneity of variance, linearity of the data

and multi-collinearity using procedures prescribed by Field (2005).

An outlier check was conducted using minimum and maximum frequency counts, means and

scatter plots, as these usually result in non-normal and distorted data. The few identified extreme

values were due to data entry errors, and these were corrected to their lowest values (up or down).

Cases with extreme values (five in particular) were deleted. The final results indicated a closely

packed distribution, thus confirming that there were no values that were out of range. After

performing the necessary data cleaning, the data was subjected to further statistical tests.

Parametric tests in the areas of Normality and Multi-collinearity were conducted.

Normality Test: Normality is mainly significant postulation in multivariate analysis (Tabachnick

& Fidell, 2007; Hair, Black Babbin & Anderson, 2010). Assessment of the normality of data is a

basic requirement for many statistical tests. Parametric testing assumes that the underlying data is

normally distributed. Both graphical and statistical methods were employed to establish whether

the pre-test data was normally distributed. The two methods have different advantages. Whereas

graphical interpretation allows for good judgment of assessment in situations, numerical tests may

be over or under sensitive. Statistical tests on the other hand make objective judgment. However,

they are not sensitive enough to small sample sizes and are also over sensitive to large samples.

These methods, however, lack objectivity. Since the preliminary sample size was large enough

99
(245), the two methods were chosen to achieve objective judgment. Thus, the test for normality

included determining the normal probability plots, histograms and scatter plots, skewness and

kurtosis statistics, Kolmogorov-Smirnov (K-S) and the Shapiro-Wilk (S-W). A fairly straight line

presented by the normal P-P plot (figure 4.1), the bell-shaped histogram (figure 4.2), the range of

± 2.5 data distribution and not three times their respective standard errors and the non-significant

p-values (>0.05) of K-S and S-W (tables 4.2 and 4.3) provide confirmation of a normal

distribution. Also, results of the scatter plots (fig.4.1) show a random display of dots evenly

dispersed around zero, confirming that there is no clear trend in the distribution and linearity were

upheld. The tendency of heteroscedasticity in the data and residual errors are said to be non-random

if the dots follow a funnel-shaped manner (funnel out) or form a curve-linear pattern. In this study,

the entire tests for parametric assumptions were met therefore; parametric tests were found

appropriate for the study.

100
 Hotel Industry Performance

Figure 4.1: Normal P-P Plot.

Source: Field survey, 2019.

101
 Hotel Industry Performance

Figure 4.2: Histogram.

Source: Field survey, 2019.

102
Table 4.2: Skewness and Kurtosis Results

Traditional Usage of modern Hotel Industry

marketing marketing Performance
communication communication
system systems

N 920 920 920

Mean 3.1008 4.2353 4.3070

Min 3.02 2.96 3.44

Max 6.00 6.00 6.00

Variance .536 .461 .250

Std. Deviation .72218 .61916 .58018

Skewness .240
.328 -.235
Std. Error of Skewness .150 .150 .150
Kurtosis .498
.924 -.551
Std. Error of Kurtosis .300 .300 .300

Source: Field survey, 2019.

Table 4.3: K-S and S-W Tests of Normality

Variable Kolmogorov-Smirnova Shapiro-Wilk

Statistic Df Sig. Statistic Df Sig.
Traditional marketing
communication system .120 920 .200 .954 920 .368
Usage of modern marketing
communication systems
.053 920 .134 .988 920 .097
Hotel Industry Performance .104 920 .200 .967 920 .515
Lilliefors Significance Correction. This is a lower bound of the true significance
Source: Field survey 2019.

103
Multi-collinearity: This is where three or more independent variables are highly correlated. The

objective of conducting the test is to establish the Variance Inflation Factors (VIF) and the

Tolerance (being the reciprocal of VIF) values. If the multi-collinearity problem is detected, it can

be resolved by deleting the offending. To screen for multi-collinearity, Variance Inflation Factor

(VIF) and tolerance level were examined through regression results from the SPSS. The general

rule of the cut-off points is that the VIF and the tolerance values should not exceed 5 and supposed

not to be less than 0.10, respectively (Hair et al., 2010). After conducting the test, the data conform

to both assumptions (Table 4.4) meaning that the data is qualified for further statistical tests.

Table 4.4: Multi-collinearity Results

Coefficientsa
Model Unstandardized Standardized Collinearity Statistics
Coefficients Coefficients
B Std. Error Beta t Sig. Tolerance VIF
(Constant) .775 .305 2.543 .012
Traditional
marketing .160 .070 .187 2.276 .024 .365 2.740

Usage of modern
marketing .115 .074 .110 1.563 .120 .498 2.007
a. Dependent Variable: Hotel Performance
Source: Field survey, 2019.

104
4.2.1 KMO and Bartlett’s sphericity test

To evaluate the feasibility of the study, the Kaiser-Meyer-Olkin sampling adequacy index and

Bartlett’s sphericity test were conducted; both methods suggested the existence of an acceptable

inter correlation considering the criteria suggested by George and Mallery (2010). The Maximum

extraction method was performed because it best reproduces the population values when the data

has normal, multivariate distribution and the statistical significance of the extracted factors can be

calculated Martinez (1999). The results for all the five variables show the KMO values are above

0.7 (table 4.5). This implies that the items in our questionnaire correlate well with other items

within their respective clusters to measure the underlying dimension, hence, adequate to continue

with further analysis.

Table 4.5: KMO and Bartlett’s Results

Variable KMO Bartlett’s test No of

df Sig factors

Traditional marketing
communication system 0.934 600.823 15 .000 2
Modern marketing
communication systems 0.936 898.198 21 .000 2
Usage of modern marketing
communication systems
0.869 1926.525 55 .000 2
Hotel Industry Performance
0.831 5356.774 406 .000 3
Source: Field survey, 2019.

105
4.3 Demographic Characteristics of Staff and Guests in Selected Hotels in Southwest

Nigeria

Demographic characteristics include sex, age, marital status, current educational status, knowledge

about hotel, number of years in present occupation and in hotel industry.

Table 4.6 shows the summary of the staff respondents’ distribution according to the different

states in the southwest region of Nigeria.

Table 4.6: Distribution of Hotel Staff Respondents According to States.

Variable (states) Frequency Percentage

Lagos 58 16.8
Ogun 57 16.6
Oyo 58 16.8
Ondo 58 16.8
Ekiti 57 16.5
Osun 57 16.5
Total 345 100

Source: Field survey, 2019.

106
4.3.1 Gender of Respondents

Results shown on table 4.7 revealed that the ratio of male to female hotel staff was of equal

number. Results revealed in table 4.7 shows that majority 47% of the hotel staff were male while

53% were female.

Results shown on table 4.7 revealed that the ratio of male to female hotel guests was of equal

number. The result revealed also shows that majority 49.9% of the hotel staff were male while

53% were female.

Table 4.7: Gender of Respondents

Variable Frequency (Staff) Percentage (Staff) Frequency Percentage

(Guests) (Guests)

Male 183 53 287 49.9

Female 162 47 288 50.1
Total 345 100 575 100

Source: Field survey, 2019.

107
4.3.2 Age of Respondents

Table 4.8 revealed that majority (66.4%) of the hotel staff were within ages 26-45 years old. Thus,

they were capable of making choices of theirs without being imposed by any other person.

The age distribution of guest respondents as shown in table 4.8 implies that 45% are within ages

26 -35 years old. This reveals that these categories of people that patronize the hotels were adults.

Like the guest respondents. Thus, they are capable of making choices of theirs without being

imposed by any other person.

Table 4.8: Age of Respondents

Variable Frequency Percentage Frequency Percentage

(Staff) (Staff) (Guests) (Guests)

<25 18 5.2 63 11.0

26 – 35 112 32.5 256 45
36 – 45 117 33.9 179 31.1
46 – 55 56 16.2 55 9.6
56 – above 42 12.2 22 3.8
Total 345 100 575 100

Source: Field survey, 2019.

108
4.3.3 Marital Status of Respondents

Table 4.9 revealed that majority (77.4%) of the hotel staff were married, 9.6% separated, 7.8%

divorced and 5.2% single. It is belief that such married people will be relatively able to make

decisions when necessary.

Table 4.9 revealed that majority 81.2% of the hotel guests were married, 3.3% separated, 3.1%

divorced and 12.3% single.

Table 4.9: Marital Status

Variable Frequency Percentage Frequency Percentage
(Staff) (Staff) (Guests) (Guests)

Single 18 5.2 71 12.3

Married 267 77.4 467 81.2
Divorced 27 7.8 18 3.1
Separated 33 9.6 19 3.3
Total 345 100 575 100

Source: Field survey, 2019.

109
4.3.4 Current Educational Status

Table 4.10 shows that majority (65.2%) of the hotel staff had HND/BSc qualifications. Also,

23.5% had OND/NCE qualification, 3.5% had WASSCE/NABTEB, there is about 1.7%

respondents that has MSc qualification. This implies that most of the hotel staff were graduates of

higher institution and had the necessary skills required for the job.

Table 4.10 reveals that all the guests’ respondents were formally educated. Majority 47.5% of the

guests had OND/NCE qualification, followed by HND/BSc with 39.5%, WASSCE qualified 3.5%

and MSc 1.7%.

Table 4.10: Current Educational Status

Variable Frequency Percentage Frequency Percentage

(Staff) (Staff) (Guests) (Guests)

WASC/NABTEB 12 3.5 38 6.6

OND/NCE 81 23.5 273 47.5
HND/BSc 225 65.2 227 39.5
MBA/MSc. 6 1.7 37 6.4
Others 21 6.1 575 100
Total 345 100

Source: Field survey, 2019.

110
4.3.5 Staff Position in the Organization

Table 4.11 showed that more than half of the hotel staff respondents (52.2%) were at the senior

level management position in their organization. 24.3% were at the junior level while 23.5% were

at the top-level management position. This implies that more training is needed for hotel staff so

as to help them understand the of the.

Table 4.11: Staff Position in the Organisation

Variable Frequency Percentage

Junior Level Management 84 24.3

Senior Level Management 180 52.2
Top Level Management 81 23.5
Total 345 100

Source: Field survey, 2019.

111
4.3.6 Number of Years in Present Employment

About 65.2% of the hotel staff had spent 5-10 years at their present employment table 4.12. This

may be as a result of good working condition, remuneration or other motivational factors. More

so, 17.4% had spent 11-15 years in their present employment.

Table 4.12: Number of Years in Present Employment.

Variable Frequency Percentage

<5 51 14.8
5 – 10 225 65.2
11 – 15 60 17.4
Total 345 100

Source: Field survey, 2019.

112
4.3.7 Number of years in hotel industry

Table 4.13 showed that 59.1% of the hotel staff had spent 5-10 years in the hotel industry, 24.3%

had spent 11-15 years, 10.4% had spent less than five years, 6.1% had spent 16-20 years in the

hotel industry. This implies that people stay on a job owing to fringe benefits.

Table 4.13: Numbers of years in Hotel Industry

Variable Frequency Percentage

>5 36 10.4
5-10 204 59.1
11-15 84 24.3
16 – 20 21 6.2
Total 345 100

Source: Field survey, 2019.

113
4.3.8 Knowledge of Guests about the Hotel.

About 49.2% of the guests’ respondents obtained information about the hotel online (Table: 4.14).

Transient guests are passer-by who stumbled on the hotel by chance and without previous

reservation, they constituted 6.3% of the respondents.

Table 4.14: Knowledge of Guests about the Hotel

Variable Frequency Percentage

Passing by (transient guest) 38 6.3

Radio/T.V/Cable 124 21.6
Through friend (word of mouth) 132 23
Online 283 49.2
Total 575 100

Source: Field Survey, 2019.

114
4.3.9 Years of Guests Patronage

Table 4.15 showed that 59.3% of the guest respondents had patronized a specific hotel for less

than five years consistently. Also, 27.1% had patronized a specific hotel for less than a year and

while 13.2% had patronized a specific hotel for over five years.

Table 4.15: Year of Guests Patronage

Variable Frequency Percentage

Less than a year 156 27.1

Less than five (5) years 343 59.3
Over five (5) years 76 13.2
Total 575 100

Source: Field survey, 2019.

115
4.3.10 Frequency of Guests Patronage

As presented in fig. 4.3, more than half of the guests’ respondents (55.1%) patronized the hotel

weekly. While 22.3% patronized the hotel daily and 22.6% patronize the hotel occasionally.

Occasionally,
130, 23% Daily, 128, 22%

Weekly, 317,
55%

Figure 4.3: Frequency of Guest Patronage

Source: Field survey, 2019.

116
4.3.11 Guest Awareness of Hotel Adverts.

Almost all (99.9%) of the guests’ respondents were aware of hotel adverts as presented in Fig 4.4.

1%s.

No , 6, 1%

Yes No

Yes , 569, 99%

Figure 4.4: Guest Awareness of Hotel Adverts

Source: Field survey, 2019.

117
4.3.12 Guest Place of Residence

Most (49.6%) of the guests’ respondents reside in another state, 20.2% from outside Nigeria,

16.2% from this city and 14.1% from this state (Table 4.16). This explains why people visit hotels;

for the purpose of adventure to distant places.

Table 4.16: Distribution of Guest’s Respondents Based on Place of Residence.

Place of residence Frequency Percentage

The state capitals 93 16.2

Within the states 81 14.1

From Another state 285 49.6

Outside Nigeria 116 20.2

Total 575 100

Source: Field survey, 2019.

118
4.3.13 Reason for Visiting Hotel

Results on table 4.17 revealed that about 43.8% visited hotels for the purpose of relaxation, 33.7%

for educational purpose, 18.6% for business reasons, 3.3% for conference and 0.5% for tour. This

finding showed that people visit hotel for relaxation and pleasure.

Table 4.17: Distribution of Guests Respondents Based on Reason for

Visiting Hotel
Reason for visiting hotel Frequency Percentage

Business 107 18.6

Education 94 33.7

Relaxation 252 43.8

Conference 19 3.3

Tour 3 0.5

Total 575 100

Source: Field survey, 2019.

119
4.3.14 Source of Advertisement

Table 4.18: About (41.2%) obtained information about the hotel through social media while 27%

through Facebook. This agrees with knowledge about the hotel as stated earlier. A total of 68.2%

obtained information about the hotel through online platform. 13.9% through television and radio,

12.7% through handbills, 4.2% through billboard while 1% had no source of information.

Table 4.18: Distribution of guest’s respondents based on the source of

Advertisement
Variables Frequency Percentage
Source of Advertisement
None 6 1.0

Billboards 24 4.2

Tv/ radio 80 13.9

Handbills 73 12.7

Facebook 155 27.0

Social media 237 41.2

Total 575 100

Source: Field Survey, 2019.

120
4.3.15 Gender and Source of Advertisement Cross Tabulation (Guests Respondents)

Considering Gender (Guests Respondents) and Source of Advertisement in a Cross-Tabulation

format as shown in table 4.19, most of the respondents that engage the usage of social media as a

mean of sourcing hotels around the country are female (125). Only about 19 respondents that are

male use billboards are a source of advertisement before lodging into an hotel, while 53 of the

male respondents listen to advert on radio and television as source of advertisement about hotels

they can lodge. Most of the male respondents also engage the use of social media as a source of

advertisement before lodging into an hotel.

Table 4.19: Gender * Source of Advertisement Cross Tabulation (Guests Respondents)

Sex None Billboards tv/ radio Handbills Facebook social media

Male 2 19 53 37 6 112
Female 4 5 27 36 91 125
Total 6 24 80 73 155 237

Source: Field Survey, 2019.

121
4.3.16 Age of Guest Respondents and Source of Advertisement Cross Tabulation

Considering the age of guest respondents and source of advertisement in a Cross-Tabulation form.

Table 4.20 shows that respondents between the age bracket of 26 – 35 years (mostly youth) unaged

the use of social media as a source of advertisement before lodging into an hotel. In the same vain,

respondents between the age bracket of 36 – 45 years engage the use of Facebook as a source of

advertisement before lodging into an hotel.

Table 4.20: Age * Source of Advertisement Cross Tabulation (Guests Respondents)

Age None Billboards tv/ radio Handbills Facebook social media

25 years 1 3 13 4 17 25
26-35 years 3 11 45 35 48 114
36=45 years 2 9 15 20 63 70
46-55years 0 1 5 10 15 24
56 and above 0 0 2 4 12 4
Total 6 24 80 73 155 237

Source: Field Survey, 2019.

4.4 Awareness and Usage of Marketing Communication Methods

4.4.1 Distribution of Hotel Staff Respondents’ Awareness of Marketing

Communication Methods

Table 4. 21 shows the marketing communication method. And that about 12.2% of the hotel staff

were aware of referral/word-of-mouth as a means of communicating their hotels. Most of the hotel

staff were more familiar with referral has been a marketing communication method widely used.

Facebook ranked second as the marketing communication method being aware of, while E-mail

marketing ranked third. These findings indicate that modern marketing communication methods
122
are becoming trending. This corroborates the findings of Zhou (2004) who observed that modern

marketing communication method as a means to communicate with several discussion groups.

Table 4.21: Distribution of Hotel Industries Awareness of Marketing Communication

Methods

Variables Frequency Percentage Rank

Fliers 12 3.5 10
Billboard 27 7.8 4
Broadcast advertising 6 1.7 16
Print advertising 21 6.1 8
Television adverts 15 4.3 9
Radio adverts 27 7.8 4
Email marketing 30 8.7 3
Referral/word-of-mouth 42 12.2 1
Bulk SMS 12 3.5 10
Video conferencing 6 1.7 16
Live chat on website 9 2.6 14
24-hours customers/ tech support 6 1.7 16
Follow-up emails 27 7.8 4
Social media personality 27 7.8 4
Mobile apps 12 3.5 10
Live video call option 3 0.9 20
Cellular phones 9 2.6 14
Skype 12 3.5 10
Facebook 33 9.6 2
Twitter 6 1.7 16
Instagram 3 .9 20

Source: Field Survey, 2019.

123
4.4.2 Comparative Analysis of the Extent of Usage of Traditional Marketing
Communication Methods in some Selected States in Southwest, Nigeria

Considering the extent of usage of traditional marketing communication methods in some selected

states in Southwest of Nigeria. Most hotels in Ekiti state employ the use of referral/word of mouth

up to 25% as their marketing strategy, followed by hotels in Ondo and Osun state, which engage

the use of referral and word of mouth up to 24% as their marketing communication method. On

the average, hotels in Oyo, Ogun and Lagos state engage the use of referral and words of mouth

as marketing communication strategy up to 7%, 8% and 12% respectively.

In the same manner, hotels in Ekiti, Ondo and Osun state seems to maintain similar marketing

communication methods, as most hotels in these states used fliers as marketing communication

methods up to 25%, 24% and 34% respectively.

Similarly, most hotels in Ondo (21%), Ekiti (26%) and Osun (24%) states employ the use of

billboard as a major means of marketing communication methods. In the use of broadcast

advertisement as a means of marketing communication methods, virtually all the state seems to

employed the use of broadcast advertisement (Osun 22%, Ekiti, 21%, Ondo 20%, Oyo 16%, Ogun

14%, and Lagos 7% respectively).

In the same vein, the use of television advert seems to be fairly employed as a marketing

communication method, virtually by all the hotels in the Southwest of Nigeria, though mostly used

by hotels in Osun (21%, Ekiti, 18%, and Oyo 17% respectively).

Results shown on table 4.22 reveals that referral, television and Radio adverts are the most

employed traditional marketing communication method. This corroborates Mindy (2016) findings

that many customers and clients prefer to do business with people they are in-personal contact

with. Results on table 4.22 reveal that Referral is consistently used by the hotel staff compared to

other traditional marketing communication methods.

124
Table 4.22: Comparative Analysis of the Extent of Usage of Traditional Marketing
Communication Methods in some Selected States in Southwest, Nigeria (%)

Lagos Ogun Oyo Ondo Ekiti Osun Total

(%) (%) (%) (%) (%) (%) (%)
Referral/ word-
1 12 8 7 24 25 24 100
of-mouth
2 Fliers 5 5 7 24 25 34 100

3 Billboard 8 10 11 21 26 24 100

Broadcast
4 7 14 16 20 21 22 100
advertising

5 Paper coupons 7 11 16 19 24 23 100

Television
6 12 16 17 16 18 21 100
adverts

7 Radio adverts 9 9 12 22 21 27 100

Source: Field Survey, 2019.

125
4.4.3 Distribution Based on the Usage of Modern Marketing Communication Method in
some Selected States in Southwest (%)

Table 4.23 shows that about 91% of the respondents agreed to use modern marketing

communication methods in Lagos, 90% in Ogun, 88% in Oyo, 78% in Ondo, 79% in Ekiti, and

73% in Osun state respectively. This indicates that hotel management utilization of modern

marketing communication method is on the increase. According to Zhou (2004), modern

marketing communication method is a means to communicate with several discussion groups. In

this way, online marketer of hotel organization can reach existing and potential guests and identify

existing trends guest needs.

Table 4.23: Distribution Based on the Usage of Modern Marketing Communication Method
in some Selected States in Southwest (%).
Lagos Ogun Ondo Ekiti Osun
Response Oyo (%)
(%) (%) (%) (%) (%)
No 9 10 12 22 21 27
Yes 91 90 88 78 79 73
Total 100 100 100 100 100 100
Source: Field Survey, 2019.

126
4.4.4 Comparative Analysis of the Extent of Usage of Modern Marketing Communication
Methods in some Selected States in Southwest, Nigeria (%)

Considering the comparative analysis of the extent of usage of modern marketing communication

methods in some selected states in southwest, Nigeria. Most of the modern marketing

communication tools are in use by hotels in Lagos, Oyo and Ogun state respectively. Hotels in

Lagos state engage the use of video conferencing (35%), followed by hotels in Oyo (24%) and

Ogun state (15%) respectively. Hotels in Ondo, Osun and Ekiti rarely use video conferencing as a

marketing communication garget. In the same light, the use of live chat on website as a marketing

communication tools is also used by hotels in Lagos (41%), Oyo (25%), and Ogun state (16%)

marketing communication methods.

24-hours customer support is mostly in use in Lagos, Oyo and Ogun state respectively as a

marketing communication method, meanwhile, Ondo, Ekiti and Osun state rarely employ the use

of 24-hours customer support as a marketing communication method.

Results on table 4.24 shows that Facebook, follow up emails and cellular phones are the widely

used modern marketing communication methods employed by Hotel Industries. Apart from the

promotional tactics, internet applications in tourism often reduce operational cost leading to the

return of benefits to tourists and increasing reservations for tourism businesses.

127
Table 4.24: Comparative Analysis of the Extent of Usage of Modern Marketing
Communication Methods in some Selected States in Southwest, Nigeria (%).
Lagos Ogun Oyo Ondo Ekiti Osun Total
(%) (%) (%) (%) (%) (%) (%)
1 Video conferencing 35 15 24 9 8 9 100

2 Live chat on website 41 16 25 7 6 5 100

24- hour customers/
3 54 10 20 6 5 5 100
tech support

4 Follow-up emails 41 14 12 14 8 11 100

Social media
5 36 15 21 16 5 7 100
personality
6 Mobile apps 30 12 15 18 17 8 100

7 Live video call option 32 21 13 12 11 11 100

8 Cellular phones 28 16 19 17 12 8 100

9 Skype 54 10 20 6 5 5 100
10 Facebook 22 16 21 16 14 15 100
11 Twitter 28 24 20 8 8 12 100
Source: Field Survey, 2019.

128
4.4.5 Frequency of Usage of Traditional Marketing Communication Method by Guests in
some Selected States in Southwest (%).

Results on table 4.25 reveal that Referral 36.5% is consistently used by the Hotel Industries

compared to other traditional marketing communication methods. Word-of-Mouth and e-Word-

of-Mouth can serve as both marketing tools and marketing outcomes.

Table 4.25: Frequency of Usage of Traditional Marketing Communication Method in

some Selected States in Southwest (%).

Variables Never % Rarely % Some % Always %

times
Referral/word-of- 9 2.6 108 31.3 126 36.5 102 29.6
mouth
Fliers 6 1.7 111 32.2 123 35.7 105 30.4

Billboard 8 2.3 97 28.1 119 34.5 121 35.1

Broadcasting 8 2.3 109 31.6 123 35.7 105 30.4
advertising
Paper coupons 9 2.6 112 32.5 122 35.4 102 29.6
Television adverts 6 1.7 114 33 123 35.7 102 29.6
Radio adverts 6 1.7 114 33 123 35.7 102 29.6
Bulk SMS 15 4.3 108 31.3 126 36.5 96 27.8
Source: Field Survey, 2019.

129
4.4.6 Frequency of Usage of Modern Marketing Communication Method

Table 4.26 shows that Facebook 15.7%, cellular phones 15.9%, social media personality 14.2%,

are frequently used in modern marketing communication. Study shows that social media channels

were commonly used by U.S. businesses to connect with their customers or prospects than Google

(The e-Marketer, 2011).

In the hotel industry, about 75% of hotels have used social media for marketing purposes.

Facebook and Twitter were also found to be the two most useful social media channels for

marketing purposes in the hospitality industry.

Table 4.26: Frequency of usage of modern marketing communication method in some

Selected States in Southwest (%).
Variables Never % Rarely % Sometimes % Always %
Social channels 34 9.9 44 12.8 186 53.9 81 23.5
Video conferencing 34 9.9 46 13.3 188 54.5 77 22.3
Live chat on website 34 9.9 48 13.9 188 54.5 75 21.7
24 hour customers 34 9.9 48 13.9 186 53.9 77 22.3
Follow-up emails 34 9.9 46 13.3 189 54.8 76 22
Social media personality 34 9.9 49 14.2 188 54.5 74 21.4
Mobile Apps 34 9.9 49 14,2 186 53.9 76 22
Live video call option 34 9.9 47 13.6 188 54.5 76 22
Cellular phones 34 9.9 55 15.9 182 52.8 74 21.4
Skype 34 9.9 47 13.6 193 55.9 71 20.6
Facebook 34 9.9 54 15.7 184 53.3 73 21.2
Twitter 34 9.9 48 13.9 190 55.1 73 21.2
Instagram 34 9.9 48 13.9 189 54.8 74 21.4
Source: Field Survey, 2019.

130
4.4.7 Preference of Traditional Marketing Communication Method

Table 4.27: Majority of the respondents (71%) agrees that traditional marketing communication is

easily available and accessible. Preference on the use of traditional method was also dependent on

its non-complexity and the detailed information about the facilities available in the industry.

Table 4.27: Reasons for preference for traditional marketing communication method
S/N Statements SA % A % U % D % SD %

1 It is easy to use 42 12.2 237 68.7 23 6.7 39 11.3 4 1.2

2 It helps to access 43 12.5 241 69.9 19 5.5 34 9.9 8 2.3
customers easily
3 It is affordable 42 12.2 245 71 18 5.2 35 10.1 5 1.4
4 It does not require
technical expertise 42 12.2 246 71.3 17 4.9 35 10.1 5 1.4

5 It is easily 24 5 71 42 12.2 18 5.2 35 10.1 5 1.4

available
6 It is easily 245 71 42 12.2 18 5.2 35 10.1 5 1.4
accessible
7 It is the only 42 12.2 246 71.3 17 4.9 35 10.1 5 1.4
method known
8 It helps to reach a 43 12.5 245 71 17 4.9 35 10.1 5 1.4
wider audience

9 It is not complex 101 29.3 234 67.8 10 2.9 - -

10 It gives detailed 82 23.8 180 52.2 22 6.4 41 11.9 20 5.8
information about
the facilities
available in the
industry
*Figures in parentheses are percentage

(SA- Strongly agree, A- agree, U-Undecided, D- disagree, SD- Strongly disagree)

Source: Field Survey, 2019.

131
 4.4.8 Reasons for Preference of Modern Marketing Communication Method

Table 4.28 reveals that majority of the respondents prefer the modern marketing communication

method because it is the best method known and it is easily accessible 57.4%.

Table 4.28: Reasons for preference of modern marketing communication method.

S/N Statements SA % A % U % D % SD %
Freq Freq Freq Freq Freg
1 It is easy to use 50 14.5 120 34.8 61 17.7 60 17.4 54 15.7
2 It helps to access 66 19.1 198 57.4 11 3.2 45 13 25 7.2
customers easily
3 It is affordable 23 6.7 91 26.4 29 8.4 137 39.7 65 18.8
4 It requires 66 19.1 198 57.4 11 3.2 45 13 25 7.2
technical
expertise
5 It is easily 49 14.2 141 40.9 41 11.9 60 17.4 54 15.7
available
6 It is easily 66 19.1 198 57.4 11 3.2 45 13 25 7.2
accessible
7 It is the best 72 20.9 201 58.3 13 3.8 50 14.5 35 10.1
method known
8 It helps to reach a 61 17.7 186 53.9 35 10.1 25 7.2 38 11
wider range of
audience
Source: Field Survey,2019.

132
 4.4.9 Constraints Faced Using both Traditional and Modern Marketing Communication
Methods
Results on table 4.29 shows the constraints faced ranked from the severe constraint to the least

constraint. Not effective was ranked the most severe 42% of the traditional marketing

communication methods, being monotonous and not reaching a wide range of audience is the next

severe constraints identified.

Table 4.29: Constraints Faced using Traditional Marketing Communication Method

S/N Challenges Severe % Mild % Not a % Rank
constraint
1 Cost of advertisement is high 62 18 204 59.1 79 22.9 4
2 It has not helped to increase 60 17.4 204 59.1 81 23.5 5
patronage
3 It is limited to reaching a wide 86 24.9 191 55.4 68 19.7 3
range of audience
4 It is not effective 145 42 178 51.6 22 6.4 1
5 It is monotonous 135 39.1 165 47.8 45 13 2
Source: Field Survey, 2019.

133
 4.4.10 Constraints faced using modern marketing communication methods

Results on table 4.30: ranked limited to customers connected to the internet or network providers

as most severe followed by requirement of regular input of innovations, followed by cost of setting

a website.

Table 4.30: Constraints faced using modern marketing communication methods

S/N Challenges Severe % Mild % Not a % Rank
constraint
1 Cost of setting up a 59 17 203 58.9 83 24.1 3
website
2 It is limited to 179 51.9 96 27.8 70 20.3 1
customers connected to
the internet or network
providers
3 It is limited to reaching 24 6.9 120 34.8 201 58.3 6
a wide range of
audience
4 It requires technical 33 9.5 78 22.6 234 67.9 5
expertise
5 It requires consistent 51 14.8 102 29.6 192 55.6 4
follow-up and feedback
mechanism
6 It requires regular input 63 18.3 134 38.8 148 42.9 2
of innovations
Source: Field Survey, 2019.

134
4.4.11 Comparative Analysis of Traditional Marketing Communication Systems across the

selected state in Southwest Nigeria

In conducting a comparative analysis of traditional marketing communication systems across the

selected state in Southwest Nigeria using mean ranking. As shown in table 4.31, Ekiti state has the

highest rank in using referral/ word-of-mouth, Fliers, Billboard, and paper coupons as means of

hotel marketing communication systems. Osun state has the highest rank in using broadcasting

advertisement as means of hotel marketing communication systems. Lastly, Osun state has the

highest rank in using television and radio adverts as means of hotel marketing communication

systems.

Table 4.31: Comparative Analysis of Traditional Marketing Communication Systems across

the selected state in Southwest Nigeria using Mean Ranking

Highest
Lagos Ogun Oyo Ondo Ekiti Osun
Rank
1 Referral/ word-of-mouth 2 2 2 3 4 3 Ekiti
2 Fliers 1 1 2 2 4 3 Ekiti
3 Billboard 2 2 3 2 4 3 Ekiti
4 Broadcast advertising 2 2 2 2 3 4 Osun
5 Paper coupons 2 2 2 2 4 3 Ekiti
6 Television adverts 2 2 2 2 3 4 Osun
7 Radio adverts 2 2 2 3 2 4 Osun

135
4.4.12 Comparative Analysis of Modern Marketing Communication Systems across the

selected state in Southwest Nigeria

In conducting a comparative analysis of modern marketing communication systems across the

selected state in Southwest Nigeria using mean ranking. As shown in table 4.32, Lagos state has

the highest rank in using Video conferencing; Live chat on website; 24- hour customers/ tech

support; Follow-up emails; Social media personality; Mobile apps; Live video call option; Cellular

phones; Skype; Facebook; and Twitter means of hotel marketing communication systems.

Followed by Oyo State, the state was ranked as the second highest users of modern marketing tools

of hotel services. Lastly, Ogun state was ranked as the third highest user of modern marketing

communication tools as means of hotel marketing communication systems.

Table 4.32: Comparative Analysis of Modern Marketing Communication Systems across the

selected state in Southwest Nigeria using Mean Ranking

Highest
Lagos Ogun Oyo Ondo Ekiti Osun
Rank
1 Video conferencing 4 2 3 2 1 2 Lagos
2 Live chat on website 4 2 3 2 1 1 Lagos
3 24- hour customers/ tech support 4 2 3 2 1 1 Lagos
4 Follow-up emails 4 3 2 3 2 2 Lagos
5 Social media personality 4 2 3 3 1 2 Lagos
6 Mobile apps 4 2 3 3 3 2 Lagos
7 Live video call option 4 3 2 2 2 2 Lagos
8 Cellular phones 4 3 3 3 3 2 Lagos
9 Skype 4 2 3 2 1 1 Lagos
Lagos
10 Facebook 3 3 2 2 2 2 &
Ogun
11 Twitter 4 3 3 1 1 2 Lagos

136
4.4.13 Distribution of Respondents Based on the Comparative Analysis of Traditional and
Modern Marketing Communication Methods for Promoting Hotel Industries

Table 4.33 reveals a combination of both traditional and modern marketing communication

methods ranked from most effective to least effective.

Referral ranked most effective followed by Facebook and cellular phones. This shows that despite

the less usage of referral (a traditional method) it remains most effective of all marketing

communication methods. Facebook and cellular phones have a higher potential of reaching a wide

range of audience. Thus, employing the usage of these methods will be of greater advantage to the

hotel industry.

137
 Table 4.33: Distribution of respondents based on the comparative analysis of traditional and

modern marketing communication methods for promoting hotel industries

Marketing Most Effective % Less % Not % Rank

communication effective % Freq effective Effective
methods Freq Freq Freq

Fliers 95 27.5 121 35.1 113 32.8 16 4.6 4

Billboard 83 24.1 182 52.8 55 15.9 25 7.2 6
Broadcast 95 27.5 133 38.6 97 28.1 20 5.8 4
advertising
Paper coupons 53 15.4 64 18.6 134 38.8 94 27.2 12
TV Adverts 77 22.3 101 29.3 79 22.9 88 25.5 8
Radio adverts 75 21.7 121 35.1 89 25.8 60 17.4 10
Bulk sms 47 13.6 93 27 107 31 98 28.4 13
Refferal 196 56.8 118 34.2 26 7.5 5 1.44 1
Social channels 76 22 99 28.7 127 36.8 43 12.5 9
Video conferencing 61 17.7 83 24.1 169 49 32 9.3 11
Live chat on 89 25.8 118 34.2 93 27 45 13 7
website
24- hour customers 92 26.7 125 36.2 66 19.1 62 18 5
tech support
Follow-up emails 47 13.6 101 29.3 130 37.7 67 19.4 13
Social media 44 12.8 96 27.8 117 33.9 88 25.5 16
personality
Mobile apps 45 13 98 28.4 151 43.8 51 14.8 15
Live video call 22 6.4 92 26.7 165 47.8 66 19.1 19
option
Cellular phones 125 36.2 102 29.6 75 21.7 43 12.5 3
Skype 29 8.4 87 25.2 136 39.4 93 27 18
Facebook 179 51.9 123 35.7 20 5.8 23 6.7 2
Twitter 41 11.9 102 29.6 157 45.5 45 13 17
Source: Field Survey, 2019.

4.5 CORRELATION ANALYSES

Table 4.44 explains Pearson correlation coefficient (r) that was used to establish the relationship

between study variables. The study variables were all positive and significantly correlated as

illustrated in table 4.34.

138
Table 4.34: reveals that traditional marketing communication system significantly correlates with

Hotel Industry Performance (r=0.227, p≤0.01). Traditional marketing communication system and

Hotel Industry Performance (r=0.159, p≤.01) are significantly correlated. There is significant

correlation between usage of modern marketing communication systems and Hotel Industry

Performance (r=0.204, p≤.01). A small standard deviation means that the values in a statistical

data set are close to the mean of the data set, on average, and a large standard deviation means that

the values in the data set are farther away from the mean, on average (Field, 2019). The results

presented in table 4.43 also shows that the mean scores of the latent variables range between 3.31

and 4.23 on a 5-point scale, while the standard deviation ranges between 0.60 and 0.65. The

standard deviation values are small and thus close to the mean, implying that the statistical mean

provide a good fit of the observed data. Further support is provided by the small standard error

values indicating that most sample means are similar to the population mean. Therefore,

confirming that the study sample is an accurate reflection of the population.

Table 4.34: Correlation Results

Mean SD 1 2 3 4

Traditional marketing communication

system (1)
3.31 0.66 1
Usage of modern marketing communication
systems (2)
4.23 0.60 0.134** 0.321** 1
Hotel Industry Performance (3) 4.11 0.65 0.227** 0.159** 0.204** 1

Source: Field Survey, 2019.

139
4.6 TEST OF HYPOTHESES

This study sought to test the direct relationships amongst traditional marketing communication

systems, usage of modern marketing communication systems, and Hotel Industry Performance.

Table 4.35 presents the hypotheses tested.

4.6.1 Hypothesis One and Six

H01: There is no comparative difference between traditional and modern marketing

communication system for promoting hotels performance in southwest Nigeria.

Table 4.35 shows the group statistics for test of difference between traditional and modern

marketing communication system for some state in Southwest, Nigeria. The table reveals that there

is significant difference between traditional and modern marketing communication system in all

the state under study.

140
This hypothesis was tested using Independent t-test in table 4.35.

Table 4.35 Group Statistics: Test of Difference Between Traditional and Modern
Marketing Communication System for Some State in Southwest, Nigeria
N Mean Std. Deviation Std. Error Mean
Traditional Marketing System 575 2.0227 .99974 .15072
Lagos
Modern Marketing System 575 3.3793 1.20753 .22423
Traditional Marketing System 575 2.6591 1.03302 .15573
Ogun
Modern Marketing System 575 2.8621 1.05979 .19680
Traditional Marketing System 575 2.7273 1.01989 .15375
Oyo
Modern Marketing System 575 3.7241 .92182 .17118
Traditional Marketing System 575 2.7727 .98509 .14851
Ondo
Modern Marketing System 575 3.7931 .90156 .16742
Traditional Marketing System 575 2.3864 1.18549 .17872
Ekiti
Modern Marketing System 575 3.6552 1.00980 .18752
Traditional Marketing System 575 2.4634 1.18528 .18511
Osun
Modern Marketing System 575 3.6552 .93640 .17389
Source: SPSS Version 25, 2019.

141
Table 4.36 shows the Summary of Group Statistics for Hypothesis One, testing for difference

between traditional and modern marketing communication system for some state in Southwest,

Nigeria. In summary, the result shows that the mean difference between traditional and modern

marketing communication system are 1.15 and 4.51 respectively.

Table 4.36 Summary of Group Statistics for Hypothesis One

Std. Error
Group N Mean Std. Deviation Mean
Traditional marketing
communication systems 4 1.51 1.69 7.57
Modern marketing communication
systems 4 4.51 1.39 6.22
Source: SPSS Version 25, 2019.

142
Table 4.37 shows the Independent Samples Test revealing the significant difference between

traditional and modern marketing communication system for some state in Southwest, Nigeria.

The table shows that at 0.05 level of significance, there is significant difference between traditional

and modern marketing communication system for some state in Southwest, Nigeria.

Table 4.37: Independent Samples Test for Some Selected State in Southwest, Nigeria

Levene's
Test for
t-test for Equality of Means
Equality of
Variances
95% Confidence
Sig.
Mean Std. Error Interval of the
F Sig. t Df (2-
Difference Difference Difference
tailed)
Lower Upper
Equal
variances 6.074 .001 -1.372 3 .014 -.35658 .25986 -.87473 .16157
assumed
Lagos Equal
variances
-1.320 3 . 013 -.35658 .27018 -.89871 .18554
not
assumed
Equal
variances 2.141 .009 -1.813 3 . 019 -.20298 .24963 -.70072 .29477
assumed
Ogun Equal
variances
-1.809 3 . 012 -.20298 .25096 -.70516 .29920
not
assumed
Equal
variances 2.325 .070 1.013 3 . 019 .00313 .23497 -.46539 .47166
assumed
Oyo Equal
variances
1.014 3 . 019 .00313 .23009 -.45650 .46277
not
assumed
Equal
Ondo variances 1.069 .003 -1.089 3 . 019 -.02038 .22795 -.47490 .43414
assumed

143
 Equal
variances
-1.091 3 . 018 -.02038 .22379 -.46749 .42674
not
assumed
Equal
variances 3.036 .006 -1.004 3 . 019 -.26881 .26777 -.80273 .26511
assumed
Ekiti Equal
variances
-1.038 3 . 013 -.26881 .25904 -.78596 .24834
not
assumed
Equal
variances 5.731 .009 -.725 3 . 011 -.19176 .26440 -.71937 .33585
assumed
Osun Equal
variances
-.755 3 . 013 -.19176 .25397 -.69867 .31516
not
assumed
Source: SPSS Version 25, 2019.

144
 Table 4.38: Summary of Independent Samples Test for Hypothesis One
Levene's Test
for Equality
of Variances t-test for Equality of Means
95% Confidence
Interval of the
Sig. (2-Mean Std. Error Difference
F Sig. T Df tailed) Difference Difference Lower Upper
Equal
variances
.301 .008 -4.669 3 .002 -45735.52 97954.84 -68324.18 -23147.85
assumed
Equal
variances not
-4.669 3 .002 45735.52 97954.84 68473.34 22998.69
assumed
Source: SPSS Version 25, 2019.

Interpretation for Hypothesis One

The Independent t-test compares the means of two independent groups in order to determine

whether there is statistical evidence that the variable means (traditional and modern marketing

communication systems in promoting hotel industries) are significantly different.

Table 4.36 shows the group statistics and revealed that the mean value of traditional marketing

communication systems in promoting hotel industries was 1.512 while the mean value of modern

marketing communication systems in promoting hotel industries was 4.512. There is a clear

difference in the mean value of the mean value of traditional and modern marketing

communication systems in promoting hotel industries.

The output in the Independent Test table 4.37 includes two rows: Equal variances assumed and

Equal variances not assumed. If Levene’s test indicates that the variances are equal across the two

groups (i.e., p-value large), we will rely on the first row of output, Equal variances assumed,

otherwise, we assume no equal variance. From table 4.46, the p (sig.) value is .008 which is lower

than 0.05, the researcher hereby assumes no equal variance among variable. This simply mean that

145
there is a clear difference between traditional and modern marketing communication systems in

promoting hotel industries.

Decision

Since the p value is less than 0.05 (0.008 < 0.05), the researcher hereby rejects the null hypothesis

and conclude that there is significant difference between traditional and modern marketing

communication systems in promoting hotel industries.

4.6.2 Hypothesis Two to Five

H02: Extent of usage of traditional marketing communication system does not have significant

effect on Hotel Industry Performance.

H03: Extent of usage of modern marketing communication system does not have significant

effect on Hotel Industry Performance.

H04: Traditional marketing communication system does not have significant effect on Hotel

Industry Performance.

H05: Modern marketing communication system does not have significant effect on Hotel

Industry Performance.

Fig. 4.5 shows the individual effect of traditional marketing communication methods for some

selected states in Southwest of Nigeria. The fig. shows that referral has about 0.12-unit effect on

the performance of hotels in Lagos state; 0.34-unit effect on the performance of hotels in Ogun

state; 0.10-unit effect on the performance of hotels in Oyo state; referral has about 0.42-unit effect

on the performance of hotels in Ondo state; 0.47-unit effect on the performance of hotels in Ekiti

146
state; while, referral has about 1.12-unit effect on the performance of hotels in referral has about

0.37-unit effect on the performance of hotels in Osun state.

Similarly, the use of fliers has about 1.1-unit effect on the performance of hotels in all the state

under consideration, Billboard as a means of traditional marketing method as about 1.2-unit effect

on the performance of hotels in some selected hotels in Southwest of Nigeria. Broadcast

advertisement as a means of traditional marketing method as about 0.24-unit effect on the

performance of hotels in some selected hotels in Southwest of Nigeria. Television adverts as a

means of traditional marketing method as about 1.14-unit effect on the performance of hotels in

some selected hotels in Southwest of Nigeria. However, radio adverts have more effect on the

performance of hotels in some selected states in Southwest of Nigeria, as radio adverts as a means

of traditional marketing method as about 2.14-unit effect on the performance of hotels in some

selected hotels in Southwest of Nigeria.

Hypothesis two to six were tested using Structural Equation Model (SEM).

147
Fig. 4.5: Structural Equation Result for Hypotheses Two and Four for some Selected State
in Southwest, Nigeria.
Source: Researcher’s Design, 2019.

148
Fig. 4.6: Summary of Structural Equation Result for Hypotheses Two and Four.
Source: Researcher’s Design, 2019.

The part diagram in fig. 4.6 shows the relationship between traditional marking techniques and

Hotel Industry Performance. The figure shows the effect of the independent variables which are

Referral/ word-of-mouth, Fliers, broadcast advertising, Paper coupons, Television adverts, Radio

adverts, and Bulk SMS, and how they affect Turnover, Profit, opinion of more branches, and

satisfaction to hotel customers.

149
Considering the unit effect of the independent variables on the dependent variables, Referral/

word-of-mouth 0.22, Fliers 0.12, broadcast advertising 0.05, Paper coupons 0.23, Television

adverts 0.34, Radio adverts 0.32, and Bulk SMS 0.35 effect on Hotel Industry Performance.

Table 4.39: Group number 1 - Default model

Estimate S.E. C.R. P Label

e11 <--> F1 .015 .031 .484 .628

e10 <--> F1 .031 .036 .860 .390

e9 <--> F1 .078 .034 2.278 .023

e12 <--> F1 .039 .032 1.199 .230

Source: AMOS 23 (SEM) Output.

As indicated in table 4.39, traditional marketing system has no significant effect on Hotel Industry

Performance. The co-efficient value of 0.015 reveals that traditional marketing system can only

improve turnover by 0.15%, the p value shows that the probability value of 0.628 which is higher

than 0.05 reveals that traditional marketing system has no significant effect on turnover of Hotel

Industry Performance. The probability value of 0.390 which is higher than 0.05 reveals that

traditional marketing system has no significant effect on profit base of Hotel Industry Performance.

The probability value of 0.230 which is higher than 0.05 reveals that traditional marketing system

has no significant effect on customer’s satisfaction of Hotel Industry Performance. However, the

probability value of 0.023 which is lower than 0.05 reveals that traditional marketing system has

significant effect on opening more branches of Hotel Industry Performance.

150
Decision

Since the p value is more than 0.05 (0.628, .390, and .230 > 0.05), the researcher hereby fails to

reject the null hypothesis and conclude that extent of usage of traditional marketing

communication system does not have significant effect on Hotel Industry Performance, hence,

Traditional marketing communication system does not have significant effect on Hotel Industry

Performance.

Figure 4.7 shows the individual effect of modern marketing communication methods for some

selected states in Southwest of Nigeria. The figure shows that video conferencing has about 2.12-

unit effect on the performance of hotels in Lagos; Ogun; Oyo; Ondo; Ekiti; Osun state respectively.

Similarly, the use of live chat has about 2.1-unit effect on the performance of hotels in all the state

under consideration, 24 hours customer support as a means of modern marketing method as about

2.2-unit effect on the performance of hotels in some selected hotels in Southwest of Nigeria.

Follow up advertisement as a means of modern marketing method as about 1.24-unit effect on the

performance of hotels in some selected hotels in Southwest of Nigeria. Social media as a means

of traditional marketing method as about 1.97-unit effect on the performance of hotels in some

selected hotels in Southwest of Nigeria. Facebook also have significant effect on the performance

of hotels in some selected states in Southwest of Nigeria. Skype as a means of modern marketing

method as about 1.17-unit effect on the performance of hotels in some selected hotels in Southwest

of Nigeria.

151
Figure 4.7: Structural Equation Result for Hypotheses Three and Five for some Selected
state in Southwest, Nigeria.
Source: Researcher’s Design, 2019.

152
Figure 4.8: Summary of Structural Equation Result for Hypotheses Three and Five for some
Selected state in Southwest, Nigeria.
Source: Researcher’s Design, 2019.

The part diagram in figure 4.8 shows the interrelationship between modern marking techniques

and Hotel Industry Performance. The figure shows the effect of the independent variables which

are Social channels, Video conferencing, Live chat on website, 24- hour customers/ tech support,

Follow-up emails, Social media personality, Mobile apps, Live video call option, cellular phones,

Skype, Facebook, Twitter, and Instagram, and how they affect Turnover, Profit, opening of more

branches, and satisfaction to hotel customers.

153
Considering the unit effect of the independent variable on the dependent variable, the figure shows

the effect of Social channels 0.84, Video conferencing 0.43, Live chat on website 0.24, 24- hour

customers/ tech support0.24, Follow-up emails 0.62, Social media personality 0.75, Mobile apps

0.41 on Hotel Industry Performance.

Table 4.40: Group number 2 - Default model.

Estimate S.E. C.R. P Label

e11 <--> F1 .042 .017 2.502 .012

e8 <--> F1 .121 .022 5.463 ***

e10 <--> F1 .165 .023 7.070 ***

e9 <--> F1 .189 .026 7.364 ***

Source: AMOS 23 (SEM) Output.

Source: Researcher’s Hypotheses, 2019.

As indicated in table 4.40, traditional marketing system has significant effect on Hotel Industry

Performance. The co-efficient value of 0.042, 0.121, 0.165 and 0.189 reveals that modern

marketing system can improve turnover, profits of hotels, opening of more branches, and Modern

marketing communication system has brought about more satisfaction to hotel customers by

0.15%, 12%, 17% and 19% respectively, the p value shows that the probability value of 0.012,

***, which is lower than 0.05 reveals that modern marketing system has significant effect on

turnover, profits of hotels, opening of more branches, and Modern marketing communication

system has brought about more satisfaction to hotel customers.

154
Decision

Since the p value is lower than 0.05 (0.012, *** < 0.05), the researcher hereby rejects the null

hypothesis and conclude that extent of usage of modern marketing communication system have

significant effect on Hotel Industry Performance, hence, modern marketing communication system

have significant effect on Hotel Industry Performance.

155
 CHAPTER FIVE
SUMMARY OF FINDINGS AND RECOMMENDATIONS

5.1 Summary of Findings

Staff Respondents Demographic Summary

Demographic characteristics of the 391 staff in the study areas include sex, age, marital status,

current educational status, knowledge about hotel, number of years in present occupation and in

hotel industry. Table 4.6 shows the summary of the staff respondents distribution according to the

different states in the southwest region of Nigeria.

On table 4.21 about 12.2% of the hotel staff were aware of referral/word-of-mouth as a means of

communicating their hotels. Most of the hotel staff were more familiar with referral has been a

marketing communication method widely used. Facebook ranked second as the marketing

communication method being aware of, while E-mail marketing ranked third. These findings

indicate that modern marketing communication methods are becoming trending. This corroborates

the findings of Zhou (2004) who observed that modern marketing communication method as a

means to communicate with several discussion groups.

Considering the extent of usage of traditional marketing communication methods in some selected

states in Southwest of Nigeria. Most hotels in Ekiti state employ the use of referral/word of mouth

up to 25% as their marketing strategy, followed by hotels in Ondo and Osun state, which engage

the use of referral and word of mouth up to 24% as their marketing communication method. On

the average, hotels in Oyo, Ogun and Lagos state engage the use of referral and words of mouth

as marketing communication strategy up to 7%, 8% and 12% respectively.

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In the same manner, hotels in Ekiti, Ondo and Osun state seems to maintain similar marketing

communication methods, as most hotels in these states used fliers as marketing communication

methods up to 25%, 24% and 34% respectively.

Results shown on table 4.22 reveals that referral, television and Radio adverts are the most

employed traditional marketing communication method. This corroborates Mindy (2016) findings

that many customers and clients prefer to do business with people they are in-personal contact

with. Results on table 4.22 reveal that Referral is consistently used by the hotel staff compared to

other traditional marketing communication methods.

Table 4.23 shows that about 91% of the respondents agreed to use modern marketing

communication methods in Lagos, 90% in Ogun, 88% in Oyo, 78% in Ondo, 79% in Ekiti, and

73% in Osun state respectively. This indicates that hotel management utilization of modern

marketing communication method is on the increase. According to Zhou (2004), modern

marketing communication method is a means to communicate with several discussion groups. In

this way, online marketer of hotel organization can reach existing and potential guests and identify

existing trends guest needs.

Considering the comparative analysis of the extent of usage of modern marketing communication

methods in some selected states in southwest, Nigeria. Most of the modern marketing

communication tools are in use by hotels in Lagos, Oyo and Ogun state respectively. Hotels in

Lagos state engage the use of video conferencing (35%), followed by hotels in Oyo (24%) and

Ogun state (15%) respectively. Hotels in Ondo, Osun and Ekiti rarely use video conferencing as a

marketing communication garget. In the same light, the use of live chat on website as a marketing

communication tools is also used by hotels in Lagos (41%), Oyo (25%), and Ogun state (16%)

marketing communication methods.

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24-hours customer support is mostly in use in Lagos, Oyo and Ogun state respectively as a

marketing communication method, meanwhile, Ondo, Ekiti and Osun state rarely employ the use

of 24-hours customer support as a marketing communication method.

Results on table 4.24 shows that Facebook, follow up emails and cellular phones are the widely

used modern marketing communication methods employed by Hotel Industries. Apart from the

promotional tactics, internet applications in tourism often reduce operational cost leading to the

return of benefits to tourists and increasing reservations for tourism businesses.

Results on table 4.25 reveal that Referral 36.5% is consistently used by the Hotel Industries

compared to other traditional marketing communication methods. Word-of-Mouth and eWord-of-

Mouth can serve as both marketing tools and marketing outcomes.

Table 4.26 shows that Facebook 15.7%, cellular phones 15.9%, social media personality 14.2%,

are frequently used in modern marketing communication. Study shows that social media channels

were commonly used by U.S. businesses to connect with their customers or prospects than Google

(The e-Marketer, 2011).

In the hotel industry, about 75% of hotels have used social media for marketing purposes.

Facebook and Twitter were also found to be the two most useful social media channels for

marketing purposes in the hospitality industry.

Table 4.27: Majority of the respondents (71%) agrees that traditional marketing communication is

easily available and accessible. Preference on the use of traditional method was also dependent on

its non-complexity and the detailed information about the facilities available in the industry.

Table 4.28 reveals that majority of the respondents prefer the modern marketing communication

method because it is the best method known and it is easily accessible 57.4%.

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Results on table 4.29 shows the constraints faced ranked from the severe constraint to the least

constraint. Not effective was ranked the most severe 42% of the traditional marketing

communication methods, being monotonous and not reaching a wide range of audience is the next

severe constraints identified.

Results on table 4.30: ranked limited to customers connected to the internet or network providers

as most severe followed by requirement of regular input of innovations, followed by cost of setting

a website.

In conducting a comparative analysis of traditional marketing communication systems across the

selected state in Southwest Nigeria using mean ranking. As shown in table 4.31, Ekiti state has the

highest rank in using referral/ word-of-mouth, Fliers, Billboard, and paper coupons as means of

hotel marketing communication systems. Osun state has the highest rank in using broadcasting

advertisement as means of hotel marketing communication systems. Lastly, Osun state has the

highest rank in using television and radio adverts as means of hotel marketing communication

systems.

In conducting a comparative analysis of modern marketing communication systems across the

selected state in Southwest Nigeria using mean ranking. As shown in table 4.32, Lagos state has

the highest rank in using Video conferencing; Live chat on website; 24- hour customers/ tech

support; Follow-up emails; Social media personality; Mobile apps; Live video call option; Cellular

phones; Skype; Facebook; and Twitter means of hotel marketing communication systems.

Followed by Oyo State, the state was ranked as the second highest users of modern marketing tools

of hotel services. Lastly, Ogun state was ranked as the third highest user of modern marketing

communication tools as means of hotel marketing communication systems.

159
Table 4.33 reveals a combination of both traditional and modern marketing communication

methods ranked from most effective to least effective.

Referral ranked most effective followed by Facebook and cellular phones. This shows that despite

the less usage of referral (a traditional method) it remains most effective of all marketing

communication methods. Facebook and cellular phones have a higher potential of reaching a wide

range of audience. Thus, employing the usage of these methods will be of greater advantage to the

hotel industry.

Arisen from the analysis of the study, this study reveals that there is no significant difference

between traditional and modern marketing communication systems in promoting hotel industries;

extent of usage of traditional marketing communication system does not have significant effect on

hotel business promotion; however, extent of usage of modern marketing communication system

have significant effect on hotel business promotion. Also, traditional marketing communication

system does not have significant effect on hotel business promotion, while modern marketing

communication system have significant effect on hotel business promotion.

Finding from this study is in line with study conducted by Gordon (2016) who worked on

Traditional and Non-traditional Marketing Communications: Target Marketing in the Events

Sector. The author argues that there is a vast array of information on marketing but there is little

literature on target marketing for events and concluded that there is need for changing effectiveness

within traditional marketing methods. As digital marketing usage and expenditure increase, we

may see marketers returning to traditional means of communication.

In similar vein, findings from this study is also in line with study conducted by Ivica and Vukovar

(2015) who conducted a study on the role and importance of internet marketing in modern hotel

industry. The authors argue that dynamic and rapid development of Internet technology and

160
marketing opportunities provided by modern digital technology, enabled the radical change in

traditional marketing activities and opened the space for the development of Internet marketing.

Internet marketing has become an inevitable trend in the business, and its benefits are recognized

by many businesses, regardless of their economic activity, with the aim of achieving better

business results. Representatives of the hospitality and tourism demand (potential users of services

and products) are more frequently and increasingly getting their information on offers through the

Internet, and the marketing presentation of the overall offer via the Internet is becoming an

increasingly important success factor of each hotel as a business system. This paper analyzes the

basic determinants of Internet marketing and the role as well as the importance of Internet

marketing in modern hotel business.

Kehinde (2009) conducted a similar study on integrated marketing communications and

consumers’ patronage of Nigerian beverage products. The author believes that the need for an

organization to properly coordinate its marketing communications strategies to achieve a clear,

consistent and competitive message about itself and its product has become issue of concern to

every result driven firm. Findings show that respondents appreciate the inherent benefits that the

use of IMC will bring over its non-use (the traditional approach). Such benefits according to

findings include cost savings; effective and efficient marketing communication messages,

sustained long term client-customer relationships, better consumer patronage, amongst others.

Mere implementation of different combination of marketing communication tools together cannot

guarantee better results, it is the strategic coordination of marketing communication tools and the

media that will facilitate efficient results and help the company influence its perceived brand value

in the eyes of its esteemed customers and other stakeholders.

161
František (2015) conducted a study on new tools for effective marketing communications. The

author argues that successful companies are aware of the needs for long-term strategic

development, which is based on relationship marketing with customers. That is necessary to touch

the customers’ emotion and irrationality of purchase decision. For this touch, companies use

marketing communication tools to increase own sales. Adequate communication could create

optimal background for effective marketing. The article is focused on dependency between

genders and marketing communication tools. The objectives of this research are to verify

dependence intensity of marketing communication in connection with respondents and to identify

impacts the marketing communication and to describe trend in communication. The research was

aimed by random chosen group of young people in the Czech Republic.

Islam (2013) conducted a study on the Determinants and Effects of Applying Electronic Marketing

in Alexandria Hotels: Current Status and Future Trends competition, Alexandrian hotels’ operators

need to adopt and implement creative marketing tools. This study explores the current and future

adoption and role of electronic marketing [E-marketing] strategies and e-distribution channels in

Alexandrian hotels. Despite the exponential growth of E-marketing, little is still known about its

application and effectiveness in Alexandrian hotels. This exploratory study aims to fill in this gap.

Field study revealed that most e-marketing procedures have not been applied, application of

Awareness/General-Policy-related procedures helps better apply procedures in other phases, and

that 5-star hotels apply E-marketing partially better than 4-star hotels. Further managers’ opinions

and thoughts have been sought, concerning the overall context and perceived barriers of applying

E-marketing, both current and future aspects. Finally, best E-marketing practices are identified,

and a simplified strategy for developing an effective E-marketing mix is proposed.

162
Kalaskar (2013) conducted a study on Marketing Strategies for Standalone Hotels: With Reference

to MayurAaditya Resort, Dharwad, India. The author argues that hospitality sector is one of the

fastest growing sector in India, hence it is marked by intense competition. Under this backdrop the

stand alone hotels have to sustain and grow amidst of big hotel chains both nationally and

internationally. Implementing traditional marketing strategies which focus on acquisition does not

serve the purpose of withstanding this competition. Hence more emphasis is on retaining the

customer rather than finding the new ones is the need of the hour. In order to achieve this, the

hotels must develop innovative and competitive marketing strategies which seek new ways to

acquire, retain and increase customers thereby sustaining and developing in this competitive era.

This article focuses on a single unit of the hospitality industry that is MayurAaditya Resort, a hotel

located in Dharwad city of North Karnataka. The objective is to identify the various marketing

strategies used by the hotel and determine if the present marketing strategy of the hotel can be

improved upon. Hence the main purpose of this study is to formulate different marketing strategies

for this standalone hotel by providing different plans that help in enhancing the hotels visibility.

As a result of this study outlining of the strategic marketing plan and action plans for the hotel was

possible.

Rashad and Lim (2014) conducted a study on the Impact of Social Networking Sites on Hospitality

and Tourism Industries. This study investigates the impact of social networking sites on the

hospitality and tourism industries. A social networking site is a type of social media that provides

a platform for people to connect with each other. Social networking is so versatile that it can be

used for both leisure and business purposes. In the hospitality and tourism industry, social

networking sites are one of the essential tools that play an important and beneficial role. Content

on social networking sites could affect the marketing in both positive and negative ways. The study

163
discussed consumer behaviour, connection with consumers, effectiveness in terms of time and

cost, creating brand awareness and building the image of the company, promoting company,

targeting consumers, and finally, the disadvantages.

5.2 Conclusion

This study concluded that there is comparative difference between traditional and modern

marketing communication system for promoting hotels performance in southwest Nigeria, usage

of traditional marketing communication system does not have significant effect on Hotel Industry

Performance, meanwhile, usage of modern marketing communication system has significant effect

on Hotel Industry Performance.

Guests and hotel staff had a varying opinion on the usage and impact of both traditional and

modern marketing communication methods. Nevertheless, both guests and hotel staff agreed that

both marketing communication methods were effective in reaching target audience and promoting

hotel industries while a couple of traditional marketing communication methods listed were

identified to be ineffective at promoting the hotel industry.

Thus, comparing both traditional and modern marketing communication methods, it can be

concluded that a skillful combination of preferred and most used methods from both marketing

communication methods could have a far-reaching effect of targeting customers and promoting

the hotel industry.

The usage of modern marketing communication methods would be on the increase if the

constraints identified on the researcher’s model adopted for the research work (lack of technical

know-how, poor data management, high cost of equipment needed, power supply, technical

expertise and fluctuating network and server) are being solved.

164
The impact of traditional marketing communication methods cannot be ignored. Referral which is

a form of word of mouth ranked as the most effective in this regard.

Despite the different platforms of modern marketing communication methods available, each of

them can be used to reach different target audience/ market. The most effective of the modern

marketing communication methods is the Facebook.

5.3 Recommendations

In line with the objectives of the study, the study reveals that:

1. There is comparative difference between traditional and modern marketing communication

system for promoting hotels performance in southwest Nigeria.

2. Extent of usage of traditional marketing communication system does not have significant

effect on Hotel Industry Performance.

3. Extent of usage of modern marketing communication system have significant effect on

Hotel Industry Performance.

4. Traditional marketing communication system does not have significant effect on Hotel

Industry Performance.

5. Modern marketing communication system have significant effect on Hotel Industry

Performance.

Arisen from the findings of the study, the following recommendations are made:

Hotel management should ensure that they integrate both the traditional and modern marketing

communication methods to increase the number of hotel patrons and as a result generate more

profit for the hotel.

165
Hotel operators should embrace modern marketing communication system by encouraging the use

of Social channels; Video conferencing; Live chat on website; 24- hour customers/ tech support;

Follow-up emails; Social media personality; Mobile apps; Live video call option; cellular phones;

Skype; Facebook; Twitter; and Instagram because they all have significant effect in promoting

hotel industry in Nigeria.

Lesser (though not totally eradicated) investment of funds should be channelled towards traditional

marketing communication system such as Referral/ word-of-mouth; printing of Fliers; Broadcast

advertising; Paper coupons; Television adverts; Radio adverts; and Bulk SMS because they do not

have significant (though positive) effect on Hotel Industry Performance.

More marketing staff should be trained on the use of modern marketing communication system

because has significant effect on Hotel Industry Performance.

Comparing both marketing communication methods, it can be deduced that modern marketing

communication method has a wider prospect of promoting the hotel industry. Nevertheless,

traditional marketing communication methods could also be used effectively to target specified

audience.

Thus, if a hotel wants to achieve favorable attitude toward a social media page from its customers,

it could try to enhance its customers’ experiences with its social media page (Leung et al, 2013).

Specifically, hoteliers could make its social media page more interesting, appealing, informative,

interactive, and consumer centric so that customers can enjoy their social media experiences.

Besides, when customers feel the hotel social media page is useful, valuable, and beneficial, their

experiences are more likely to be positive.

166
5.5 Suggestions for Further Studies

Despite the continuous improvement in technology that has brought about modern marketing

system, both service and none-service companies kept collapsing due to poor marketing strategies.

Other researchers can investigate reasons from continuous collapse of industries even in the era of

modern technology.

167
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London: AGT Publisher.

Xiang, Z., & Gretzel, U. (2010, April 14). Role of social media online tourism travel information
search tourism management, Nigerian. Retrieved from International tourism number of
arrivals.: https//www.indexmundi.com.facts

Yamene, T. (1970). Statistics: An introductory analysis. New York: Harper and Row.

Yuju-Wang, B. (2007). Effects of integrated marketing communications (IMC) on visitors heritage

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- 79.

Yusuf, D., (2015). The Influence of Product Packaging on Consumer Behavior. BSc Student’s
Thesis Mass Communication department, University of Ilorin

Yusuf, O. (2015). Communication and familiarization trips as effective tools in hotels marketing,
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Yusuf, O., & Adebayo, W. (2019). Impact of marketing communication on guest behaviour and
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174
 Appendix I

DEPARTMENT OF GEOGRAPHY AND PLANNING SCIENCE,

(TOURISM AND HOSPITALITY OPTION)

FACULTY OF THE SOCIAL SCIENCES

EKITI STATE UNIVERSITY. ADO- EKITI

Dear Respondent,

Research questionnaire

I Yusuf, Oluwatoyin I. (Mrs), a researcher in the above named institution is carrying out a

Postgraduate studies research on “Comparative analysis of traditional and modern marketing

communication systems for promoting hotel industries in Nigeria”.

All the information provided shall be strictly used for academic research purpose and your

confidentiality will be fully protected. Thank you in advance for your cooperation.

Please fill in the gap or tick ( √ ) as appropriate and comment where necessary.

Section A: Demographic information

1. Sex: (a) male (b) female

2. Age: (a) below (b) 25years (c) 26 -35years (d) 36 – 45years (e) 46 – 55years (f) 56 and

above

3. Marital status: single (a) married (b) divorced (c) separated (d)

4. Current educational status: WAEC/NABTEB (a) OND/NCE (b) HND/B.sc (c). M.Sc (d)

Others specify .......................

5. What is your position in the organization? (a) Junior Management (b) (b) Middle Level

Management (c) Top Level management

175
6. How long have you been working in your present employment? (a) less than 5years (b) 5-

10 years (c) 11- 15 years (d) 16-20years

7. How long have you been working in the hospitality industry? (a) less than 5years (b) 5- 10

years(c) 11- 15 years (d) 16-20years

Section B:

8. Which of the marketing communication methods are you aware of? Fliers (a) bill board (b)

broadcast advertising (c) print advertising (i.e, magazines) (d) Television adverts(e) Radio

adverts (f) email marketing (g) Referral/word-of-mouth (h) bulk SMS (i) Video

conferencing (j) Live chat on website (k) 24- hour customers/tech support (l) Follow-up

emails (m) Social media personality (n) Mobile apps (o) Live video call option (p) Cellular

phones (q) Skype (r) Facebook(s) Twitter (t) Instagram (u) Others not specified ______

9. Which of the traditional marketing communication methods do you employ in your

industry? Referral/word-of-mouth (a) Fliers (b) bill board (c) broadcast advertising (d)

paper coupons (e) Television adverts (f) Radio adverts (g) Others specify__________

10. How frequent do you employ these traditional marketing communication methods in your

hotel industry?

Traditional marketing communication Always Sometimes Rarely Never

methods

A Referral/ word-of-mouth

B Fliers

C Broadcast advertising

D Paper coupons

E Television adverts

176
 F Radio adverts

G Bulk sms

11. Have you ever applied any modern marketing communication methods in your hotel

industry? (a) Yes (b) No

12. Which of the modern marketing communication methods do you employ in your industry?

(a) Instagram media (b) video conferencing (c) live chat on website (d) 24 hour

customers/tech support (e) follow-up emails (f) social media personality (g) mobile apps

(h) live video call option (i) cellular phones (j) Skype (k) facebook (l) twitter

13. How frequent do you employ these modern marketing communication methods?

Modern marketing communication Always Sometimes Rarely Never

methods

A Social channels

B Video conferencing

C Live chat on website

D 24- hour customers/ tech support

E Follow-up emails

F Social media personality

G Mobile apps

H Live video call option

I cellular phones

J Skype

K Facebook

177
 L Twitter

M Instagram

14. What are the preferred reasons why your industry uses the traditional marketing

communication methods? (SA- Strongly agree, A- agree, U-Undecided, D- disagree, SD- Strongly

disagree)

Reasons SA A U D SD

A It is easy to use

B It helps to access customers easily

C It is affordable

D It does not require technical expertise

E It is easily available

G It is easily accessible

H It is the only method known

I It helps to reach a wider audience

J It is not complex

K It gives detailed information about the facilities

available in the industry

178
15. What are the preferred reasons why your industry uses the modern marketing

communication methods? (SA- Strongly agree, A- agree, U-Undecided, D- disagree, SD-

Strongly disagree)

A Reasons SA A U D SD

B It is easy to use

C It helps to access customers easily

D It is affordable

E It requires technical expertise

F It is easily available

G It is easily accessible

H It is the best method known

I It helps to reach a wider range of audience

16. What are the challenges faced using the traditional marketing communication methods?

Challenges Severe Mild constraint Not a constraint

constraint

A Cost of advertisement is high

B It has not help to increase patronage

C It is limited to reaching a wide range

of audience

D It is not effective

E It is monotonous

179
17. What are the challenges faced using the modern marketing methods?

Challenges Severe Mild Not a

constraint constraint constraint

A Cost of setting up a website

B It is limited to customers connected to the

internet or network providers

C It is limited to reaching a wide range of

audience

D It requires technical expertise

E It requires consistent follow-up and feedback

mechanism

F It requires regular input of innovations

18. Which of the following marketing communication methods has had a far-reaching effect

to attract customers?

Marketing communication methods Large Low Not at all

extent extent

A Fliers

B Billboard

C Broadcast advertising

D Paper coupons

E Television adverts

F Radio adverts

G Bulk sms

180
 H Social media

I Video conferencing

J Live chat on website

K 24- hour customers/ tech support

L Follow-up emails

M Social media personality

N Mobile apps

O live video call option

P cellular phones

Q Skype

R Facebook

S Twitter

19. Which of the following marketing communication methods has been most effective in

promoting the hotel industry?

Marketing communication methods Most Effective Less Not

effective effective Effective

A Fliers

B Billboard

C Broadcast advertising

D Paper coupons

E Television adverts

F Radio adverts

181
G Bulk sms

H Social media

I Video conferencing

J Live chat on website

K 24- hour customers/ tech support

L Follow-up emails

M Social media personality

N Mobile apps

O live video call option

P cellular phones

Q Skype

R Facebook

S Twitter

182
 Appendix II

DEPARTMENT OF GEOGRAPHY AND PLANNING SCIENCE,

(TOURISM AND HOSPITALITY OPTION)

FACULTY OF THE SOCIAL SCIENCES

EKITI STATE UNIVERSITY, ADO- EKITI.

Dear Sir/ma,s

Research questionnaire for Hotel GUESTS

I, Yusuf OluwatoyinIdowu(Mrs), a researcher of the above named institution is carrying out a

postgraduate studies research on Comparative Analysis of Traditional and Modern Marketing

Communications Systems for Promoting Hotel Industries in Nigeria.

All the information provided shall be strictly used for academic research purpose confidentiality

will be fully protected. Thank you in advance for your cooperation.

Please fill in the gap or tick ( ) as appropriate and comment where necessary.

Section A: Demographic Information

1 Sex: (a) Male (b) Female.

4 Age: (a) 25yrs (b) 26-35yrs (c) 36-45yrs (d) 46-55yrs (e) 56yrs and above.

5 Marital status: (a) Single (b) Married (c) Divorced (d) Separated.

6 Current education status: (A)WAEC/NABTEB (B) OND/NCE (C) HND/ B.Sc (d) M.Sc

(e) Others specify____________

Section B

1 Where do you reside? (a) Lagos (b) Ogun (c) Oyo (d) Ondo (e) Osun (f) Ekiti.

183
2 How did you know about the hotel? (a) By chance (b) Radio/TV (c) Through friend (d)

On-line.

3 How long have you been patronizing the hotel? (a) Less than a year (b) Less than Five

years (c) Over five years.

4 How often do you patronize the hotel? (a) Daily (b) Weekly (c) Occasionally.

5 Have you ever heard of advertisement of the hotel? (a) Yes (b) No.

6 Which source of advertisement? (a) Social Media (b) Print Media (c) Audio-Visual (d)

Google Plus

184
 Appendix III

Table 4.27: Where do you Reside * Source of Advertisement Cross Tabulation

None Billboard tv/ Handbills Facebook Social media Total

radio

The state 1 4 13 14 13 48 93
capitals
Another 2 13 38 37 82 113 285
state
Outside 1 1 20 14 42 38 116
Nigeria
Within the 2 6 9 8 18 38 81
states
Total 6 24 80 73 155 237 575

Source: Field Survey,2019.

Table 4.28: Marital Status * Source of Advertisement Cross Tabulation

None Billboards tv/ handbills facebook Social Total

radio media

Single 3 2 13 6 15 32 71
Married 3 20 63 64 128 189 467
Divorced 0 0 2 2 6 8 18
Separated 0 2 2 1 6 8 19
Total 6 24 80 73 155 237 575

Source: Field Survey, 2019.

185
Table 4.29: Current Educational Status * Source of Advertisement Cross Tabulation

None Billboards Tv/ Hand Face Social Total

media
Radio bills Book

WAEC/NABTEB 1 0 5 9 8 15 38
OND/NCE 1 4 52 32 68 116 273
HND/BSc 4 17 22 26 68 90 227
MSc 0 3 1 6 11 16 37
Total 6 24 80 73 155 237 575

Source: Field Survey (2019).

Notes for Group (Group number 1)

The model is recursive.

Variable Summary (Group number 1)

Your model contains the following variables (Group number 1)

Observed, endogenous variables

TA

TB

TC

FD

TE

TF

TG

TUSE

186
MOREBRANCH

IMPPROF

IMPTO

CUSSATIS

Unobserved, exogenous variables

F1

e1

e2

e3

e4

e5

e6

e7

e8

e9

e10

e11

e12

Variable counts (Group number 1)

Number of variables in your model: 25

Number of observed variables: 12

Number of unobserved variables: 13

Number of exogenous variables: 13

187
 Number of endogenous variables: 12

Notes for Model (Default model)

Computation of degrees of freedom (Default model)

Number of distinct sample moments: 90

Number of distinct parameters to be estimated: 36

Degrees of freedom (90 - 36): 54

Number of variables in your model: 25

Number of observed variables: 12

Number of unobserved variables: 13

Number of exogenous variables: 13

Number of endogenous variables: 12

Weights Covariances Variances Means Intercepts Total

Fixed 13 0 0 0 0 13

Labeled 0 0 0 0 0 0

Unlabeled 7 4 13 0 12 36

Total 20 4 13 0 12 49

Number of distinct sample moments: 90

Number of distinct parameters to be estimated: 36

Degrees of freedom (90 - 36): 54

Estimates (Group number 1 - Default model)

188
Scalar Estimates (Group number 1 - Default model)

Maximum Likelihood Estimates

Regression Weights: (Group number 1 - Default model)

Estimate S.E. C.R. P Label

TA <--- F1 1.000

TB <--- F1 1.002 .029 34.185 ***

TC <--- F1 1.024 .027 38.080 ***

FD <--- F1 .955 .033 28.892 ***

TE <--- F1 .824 .035 23.443 ***

TF <--- F1 .982 .037 26.757 ***

TG <--- F1 .805 .035 22.934 ***

TUSE <--- F1 .970 .035 28.092 ***

Intercepts: (Group number 1 - Default model)

Estimate S.E. C.R. P Label

TA 2.101 .040 51.970 ***

TB 2.016 .038 52.742 ***

TC 2.066 .037 55.195 ***

FD 2.002 .039 50.892 ***

TE 1.890 .038 49.735 ***

TF 2.162 .042 51.420 ***

TG 1.903 .038 50.556 ***

TUSE 2.005 .041 49.505 ***

189
 Estimate S.E. C.R. P Label

MOREBRANCH 2.642 .040 66.799 ***

IMPPROF 2.873 .042 68.084 ***

IMPTO 2.946 .037 80.566 ***

CUSSATIS 2.981 .038 79.094 ***

Covariances: (Group number 1 - Default model)

Estimate S.E. C.R. P Label

e11 <--> F1 .015 .031 .484 .628

e10 <--> F1 .031 .036 .860 .390

e9 <--> F1 .078 .034 2.278 .023

e12 <--> F1 .039 .032 1.199 .230

Variances: (Group number 1 - Default model)

Estimate S.E. C.R. P Label

F1 .717 .054 13.241 ***

e1 .221 .014 15.275 ***

e2 .119 .009 13.740 ***

e3 .052 .005 9.532 ***

e4 .233 .015 15.509 ***

e5 .342 .021 16.224 ***

e6 .323 .020 15.856 ***

e7 .348 .021 16.269 ***

e8 .266 .017 15.621 ***

190
 Estimate S.E. C.R. P Label

e9 .898 .053 16.941 ***

e10 1.022 .060 16.941 ***

e11 .768 .045 16.941 ***

e12 .815 .048 16.941 ***

Smalles
Negative Con
Iteratio t Diamete NTr
eigenvalu ditio F Ratio
n eigenva r ies
es n#
lue

9999.00 6117.05
0 e 3 -1.471 0 9999.000
0 1

e 3193.02
1 7 -.850 4.467 20 .125
* 5

2662.71
2 e 5 -.195 .361 6 .924
3

2434.49
3 e 5 -.203 .486 6 .605
4

241
1749.36
4 e 0 8.31 1.580 8 .839
3
6

191
 Smalles
Negative Con
Iteratio t Diamete NTr
eigenvalu ditio F Ratio
n eigenva r ies
es n#
lue

234. 1705.25
5 e 0 .480 4 .000
035 1

201. 1686.37
6 e 0 .129 1 1.046
097 8

209. 1685.94
7 e 0 .014 1 1.030
138 9

206. 1685.94
8 e 0 .001 1 1.003
556 8

205. 1685.94
9 e 0 .000 1 1.000
504 8

Model NPAR CMIN DF P CMIN/DF

Default model 36 1685.948 54 .000 31.221

Saturated model 90 .000 0

Independence model 12 6357.884 78 .000 81.511

NFI RFI IFI TLI

Model CFI
Delta1 rho1 Delta2 rho2

Default model .735 .617 .741 .625 .740

Saturated model 1.000 1.000 1.000

192
 NFI RFI IFI TLI
Model CFI
Delta1 rho1 Delta2 rho2

Independence model .000 .000 .000 .000 .000

Model PRATIO PNFI PCFI

Default model .692 .509 .512

Saturated model .000 .000 .000

Independence model 1.000 .000 .000

Model NCP LO 90 HI 90

Default model 1631.948 1501.597 1769.669

Saturated model .000 .000 .000

Independence model 6279.884 6021.542 6544.527

Model FMIN F0 LO 90 HI 90

Default model 2.937 2.843 2.616 3.083

Saturated model .000 .000 .000 .000

Independence model 11.076 10.941 10.490 11.402

Model RMSEA LO 90 HI 90 PCLOSE

Default model .229 .220 .239 .000

Independence model .375 .367 .382 .000

Model AIC BCC BIC CAIC

Default model 1757.948 1759.616

Saturated model 180.000 184.171

Independence model 6381.884 6382.440

193
 Model ECVI LO 90 HI 90 MECVI

Default model 3.063 2.836 3.303 3.066

Saturated model .314 .314 .314 .321

Independence model 11.118 10.668 11.579 11.119

HOELTER HOELTER
Model
.05 .01

Default model 25 28

Independence model 9 10

Minimization: .047

Miscellaneous: .718

Bootstrap: .000

Total: .765

Model Fit Summary

CMIN

Model NPAR CMIN DF P CMIN/DF

Default model 36 1759.677 54 .000 32.587

Saturated model 90 .000 0

Independence model 24 4098.503 66 .000 62.099

Baseline Comparisons

NFI RFI IFI TLI

Model CFI
Delta1 rho1 Delta2 rho2

Default model .571 .475 .578 .483 .577

194
 NFI RFI IFI TLI
Model CFI
Delta1 rho1 Delta2 rho2

Saturated model 1.000 1.000 1.000

Independence model .000 .000 .000 .000 .000

Parsimony-Adjusted Measures

Model PRATIO PNFI PCFI

Default model .818 .467 .472

Saturated model .000 .000 .000

Independence model 1.000 .000 .000

NCP

Model NCP LO 90 HI 90

Default model 1705.677 1572.383 1846.343

Saturated model .000 .000 .000

Independence model 4032.503 3826.293 4245.972

FMIN

Model FMIN F0 LO 90 HI 90

Default model 3.066 2.972 2.739 3.217

Saturated model .000 .000 .000 .000

Independence model 7.140 7.025 6.666 7.397

RMSEA

Model RMSEA LO 90 HI 90 PCLOSE

Default model .235 .225 .244 .000

195
 Model RMSEA LO 90 HI 90 PCLOSE

Independence model .326 .318 .335 .000

AIC

Model AIC BCC BIC CAIC

Default model 1831.677 1833.346

Saturated model 180.000 184.171

Independence model 4146.503 4147.615

ECVI

Model ECVI LO 90 HI 90 MECVI

Default model 3.191 2.959 3.436 3.194

Saturated model .314 .314 .314 .321

Independence model 7.224 6.865 7.596 7.226

HOELTER

HOELTER HOELTER
Model
.05 .01

Default model 24 27

Independence model 13 14

Variable Summary (Group number 1)

Your model contains the following variables (Group number 1)

Observed, endogenous variables

MA

MB
196
MC

MD

ME

MF

MG

IMPPROF

MOREBRANCH

CUSSATIS

IMPTO

Unobserved, exogenous variables

F1

e1

e2

e3

e4

e5

e6

e7

e8

e9

e10

e11

197
Variable counts (Group number 1)

Number of variables in your model: 23

Number of observed variables: 11

Number of unobserved variables: 12

Number of exogenous variables: 12

Number of endogenous variables: 11

Notes for Model (Default model)

Computation of degrees of freedom (Default model)

Number of distinct sample moments: 77

Number of distinct parameters to be estimated: 33

Degrees of freedom (77 - 33): 44

Result (Default model)

Minimum was achieved

Chi-square = 1384.828

Degrees of freedom = 44

Probability level = .000

Estimates (Group number 1 - Default model)

Scalar Estimates (Group number 1 - Default model)

Maximum Likelihood Estimates

Regression Weights: (Group number 1 - Default model)

198
 Estimate S.E. C.R. P Label

MA <--- F1 1.000

MB <--- F1 1.376 .127 10.842 ***

MC <--- F1 1.447 .127 11.429 ***

MD <--- F1 1.379 .122 11.342 ***

ME <--- F1 1.363 .132 10.355 ***

MF <--- F1 1.071 .116 9.200 ***

MG <--- F1 1.039 .102 10.145 ***

Intercepts: (Group number 1 - Default model)

Estimate S.E. C.R. P Label

MA 2.165 .044 49.611 ***

MB 2.736 .040 69.054 ***

MC 2.718 .036 74.752 ***

MD 2.779 .035 78.406 ***

ME 2.487 .043 57.309 ***

MF 2.562 .042 60.411 ***

MG 3.002 .034 87.067 ***

IMPPROF 2.873 .042 68.084 ***

MOREBRANCH 2.642 .040 66.799 ***

CUSSATIS 2.981 .038 79.094 ***

IMPTO 2.946 .037 80.566 ***

199
Covariances: (Group number 1 - Default model)

Estimate S.E. C.R. P Label

e11 <--> F1 .042 .017 2.502 .012

e8 <--> F1 .121 .022 5.463 ***

e10 <--> F1 .165 .023 7.070 ***

e9 <--> F1 .189 .026 7.364 ***

Variances: (Group number 1 - Default model)

Estimate S.E. C.R. P Label

F1 .250 .043 5.792 ***

e1 .843 .052 16.304 ***

e2 .427 .029 14.524 ***

e3 .235 .020 12.046 ***

e4 .245 .019 12.663 ***

e5 .615 .040 15.305 ***

e6 .745 .046 16.113 ***

e7 .412 .027 15.523 ***

e8 1.022 .060 16.941 ***

e9 .898 .053 16.941 ***

e10 .815 .048 16.941 ***

e11 .768 .045 16.941 ***

200
Model Fit Summary

CMIN

Model NPAR CMIN DF P CMIN/DF

Default model 33 1384.828 44 .000 31.473

Saturated model 77 .000 0

Independence model 22 3649.117 55 .000 66.348

Baseline Comparisons

NFI RFI IFI TLI

Model CFI
Delta1 rho1 Delta2 rho2

Default model .621 .526 .628 .534 .627

Saturated model 1.000 1.000 1.000

Independence model .000 .000 .000 .000 .000

Parsimony-Adjusted Measures

Model PRATIO PNFI PCFI

Default model .800 .496 .502

Saturated model .000 .000 .000

Independence model 1.000 .000 .000

NCP

Model NCP LO 90 HI 90

Default model 1340.828 1223.035 1466.006

Saturated model .000 .000 .000

Independence model 3594.117 3399.703 3795.805

201
FMIN

Model FMIN F0 LO 90 HI 90

Default model 2.413 2.336 2.131 2.554

Saturated model .000 .000 .000 .000

Independence model 6.357 6.262 5.923 6.613

RMSEA

Model RMSEA LO 90 HI 90 PCLOSE

Default model .230 .220 .241 .000

Independence model .337 .328 .347 .000

AIC

Model AIC BCC BIC CAIC

Default model 1450.828 1452.237

Saturated model 154.000 157.288

Independence model 3693.117 3694.056

ECVI

Model ECVI LO 90 HI 90 MECVI

Default model 2.528 2.322 2.746 2.530

Saturated model .268 .268 .268 .274

Independence model 6.434 6.095 6.785 6.436

HOELTER

202
 HOELTER HOELTER
Model
.05 .01

Default model 26 29

Independence model 12 13

203