Awareness of Marketing and Promotional Strategies among Staff of Small-Scale Hotels in Akure Metropolis, Nigeria

Abstract

Small-scale hotels operate in a competitive hospitality environment in which effective marketing and promotional activities are important for visibility, customer engagement, and sustained patronage. This study assessed awareness of marketing and promotional strategies among staff of selected small-scale hotels in Akure Metropolis, Ondo State, Nigeria, and examined the perceived effectiveness and preferred channels of these strategies. A mixed-methods approach combining qualitative and quantitative techniques was adopted. Data were collected from 150 employees across 15 selected hotels using a multistage sampling procedure and a self-administered, semi-structured questionnaire. Descriptive statistics were used to summarise the data. Among respondents, 54.7% were female and 45.3% were male, while those aged 25–34 years represented the largest age group. Regarding staff awareness, 66.0% reported being very aware of marketing and promotional efforts, while 34.0% were somewhat aware. Advertisements through television, radio, and print were reported by 58.0% of respondents as a source through which customers became aware of hotels, while social media accounted for 44.7% and travel websites or blogs for 26.7%. Furthermore, 87.3% of respondents reported that marketing and promotional efforts strongly influenced customers’ choice of hotel. Free amenities and discounts or special offers were the most preferred incentives. The findings indicate substantial staff awareness and perceived effectiveness of marketing and promotional strategies, supporting the use of diversified promotional channels by small-scale hotels in Akure Metropolis.