ABSTRACT

The research was on exclusive study on the effect of marketing concept practices on performance of hotel in Abia state. The objective of the study are; determine the effect of marketing concept practices on the profitability of tile hotel industry; identify the effect of marketing concept on sales volume in the hotel business; determine the role of proper marketing mix elements in enhancing customer satisfaction in the hotel industry'. A sample size of 80 was adopted for the study through a simple random sampling method. A well standard questionnaire was designed to collect primary data for the study which were analyzed Using multiple regression models. The study findings were that: the application of marketing concept in the hotel enterprises enhances their organizational growth; that the practice of marketing concept is based on three principles which are customer satisfaction, sales/profitability volume and market segmentation; that organizational growth which is as a result of the application of marketing concept can be measured based on the sales volume and profitability indexes of the firm; that the identification and satisfaction of customer needs and wants, not only enhances organizational growth but competitive advantage among firms in the hotel enterprises. The study recommended that the sales volume and profitability of the enterprises should be stated and evaluated periodically. This will he one of the prime indicators of organizational growth; also there should he close adoption of market segmentation and targeting. This will serve as a complementary strategy to the adoption of marketing concept (Nnamocha, 2006); there should be good marketing and motivational research. Such will go a long way to enhance the effective identification and efficient satisfaction of customer needs in the target market; there should be proper cost analysis and control techniques installed to reduce marketing cost and services. This will enhance incremental profitability and competitive advantage in the hotel enterprises that are tending towards hyper competition.