Effect Of Advertising Media On Customer Patronage For Hotel Services In Abia State, Nigeria

ABSTRACT

This study analyzed the effect of advertising media on customer patronage for hotel services. The specific objectives of this study were to analyze the socio economic characteristics of the hotel sampled, ascertain the cost of the advertising media adopted by the hotel, and examine the effect of the cost of advertising media adopted on the customer patronage of the hotel and to examine the relationship between the cost of advertising media and customer patronage. A random sample of 100 staff and customers of the some selected hotel were sampled from Umuahia and Aba. The tool used, to analyze the data include descriptive statistics, correlation and simple regression analysis the result show that the cost of advertising has a positive effect of customer patronage it is therefore recommended that marketers should embark on more advertising in order to increase the level of customer patronage.