ABSTRACT
The Nigeria hospitality industry came into being in Nigeria with the coming of the
Colonial Administrators. It comprises of accommodation, food and beverages and
entertainment to travelers. Most organizations in the Nigerian hospitality industry lack
marketing plan. As a result, the following specific problems are prevalent: nonexistence
of marketing department, non-existence of marketing objectives, and nonexistence
of marketing information system and non-existence of formal structure for
marketing activities. The research study was designed and carried out to achieve the
following objectives: to evaluate the level of awareness of marketing planning
process in the Nigerian hospitality industry; to access the impact of inadequate
marketing planning process on the profitability of the industry and to make
accommodation on how the Nigerian hospitality could introduce and adopt marketing
planning process in their analysed. Questionnaire was designed and administered
on Grand Hotel & Resort, Asaba, Federal Palace Hotel, Lagos Royalton Hotel, and
Abuja. Taro Yamane’s Model was to find the sample size from the finite population.
The analyses of both primary and secondary data revealed the following facts:
1. Low level of appreciation of marketing planning process by the Nigerian
hospitality industry.
2. Marketing planning process assist in the achievement of corporate goals
in the Nigerian hospitality industry.
3. Marketing planning system leads to increase in the profitability of the
Nigerian hospitality industry.
4. Nigerian hospitality industry do in fact allocate budget to marketing
activities to help achieve corporate goals.
5. Existence of marketing information system in the Nigerian hospitality
industry to assist in decision-making.
Based on the findings, the following recommendations were made for the
improvement of the application of marketing planning process in the hospitality
industry.
1. Employees of the Nigerian hospitality industry should be exposed to the
concept and application of marketing planning process through
workshops, seminar, in-house training etc.
2. Formalization of the marketing planning process in Nigeria hospitality
industry.
