IMPACT OF MARKETING COMMUNICATION IN PROMOTING TOURIST DESTINATIONA

TABLE OF CONTENTS

Certification. ii

Dedication. iii

Acknowledgements. iv

Table of Contents. vi

Abstractviii

CHAPTER ONE. 1

1.0 Introduction. 1

1.1 Background of the Study. 2

1.2 Research Problem.. 9

1.3 Objectives of the Study. 10

1.4 Significance of the Study. 10

1.5 Hypothesis of the Study. 11

1.6 Scope of the Study. 11

1.7 Definition of Terms. 12

CHAPTER TWO. 16

2.0 Literature Review.. 16

2.1 The Marketing Communication Models of Management Function 16

2.2 The Maintenance Concept of Marketing Communication. 22

2.3 Purpose of Marketing Communication. 23

2.4 Management Function of Marketing Communication. 24

2.5 Marketing Functions of Marketing Communication. 26

2.6 Tourism Marketing Communication Mix. 32

2.7 Determinant of Tourism Marketing Communication. 35

2.8 Significance of Marketing Communication Tourism.. 44

CHAPTER THREE. 46

3. 0 Research Methodology. 46

3.1 Restatement of Hypothesis of the Study. 46

3.2 Research Design. 47

3.3 Research Population and Sample Design. 48

3.4 Sources of Data Collection. 48

3.5 Procedure for Analysis Data. 49

CHAPTER FOUR. 50

4.0 Presentation Analysis and Interpretation of Data. 50

4.1 Data Preservation. 50

4.2 Analysis of Data. 50

4.3 Interpretation of Data. 50

4.4 Test of Hypothesis. 53

CHAPTER FIVE. 62

5.0 Summary Conclusion and Recommendation. 62

5.1 Summary. 62

5.2 Findings of the Research Work. 63

5.3 Conclusion. 64

5.4 Recommendation. 65

References. 66

Appendix. 68

ABSTRACT

Marketing communication is an essential part of any business organisation and as it grows, it involves complementary efforts of personnel. Thus, by its nature, marketing communication is a basic management function and it becomes necessary to the range of tourism products and services as it enable the management achieve their organisational goals. However, any business organisation such as tourism that needs to operate favourably in their environment and achieve their organisation goals must coordinate the marketing mix elements of product, price, place and promotion. The hallmark of the study is to examine the idea and the principle of marketing communication as can be practiced by the tourism business organisation. Survey through personal observation, oral interview was carried out, chisquare was used to determine the principle of marketing communication as it affect tourism business. Thus, the result of this study include the management functions in marketing communication, purpose of marketing communication and the maintenance of marketing communication as findings reveal that the marketing communication of tourism organisation must be effective.