E-marketing and the hotel business promotion: Prospect and challenges in selected hotels in Ado-Ekiti, Nigeria

Abstract

This research study was designed to critically examine the prospects and challenges of e-marketing in the hotel business promotion. The study intensively revealed the challenges of e-marketing in hotel business and proffered solutions to it. This research was conducted using all the four hotel business (Prosperous Royal Hotel and Resort, Queen’s Court Hotel, Pathfinder Hotel and Holiday Inn, Koltotel Plaza & Suit) within Ado-Ekiti, Nigeria. Analysis of data collected through questionnaires was carried out using inferential statistics of percentage and frequency in determining the significance of hypotheses formulated. The result of the hypotheses shows that there is significant need for the adoption of e-marketing in the hotel business because it has been a subject in the creation of awareness and advertising of its products around the world, it also revealed the fact that e-marketing organizational challenges is to gain agreement with hotel managements regarding how to proceed with operations, innovations and exploration in the business which needs to be resolved based on the opportunities and success ahead. It was concluded that e-marketing is an essential tools in the hotel business promotion for development. It was recommended based on the findings that to gain competitive advantage in the demanding hotel business, e-marketing must be the forerunner, it also notes that it is important nowadays for any of these industries to have its own website, promote its products through social networks.