PROBLEMS OF HOTEL BUSINESS IN ADAMAWA STATE A CASE STUDY OF LAGON VILLA, MADUGU ROCK VIEW & DANTSHO HOTEL ADAMAWA STATE
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PROBLEMS OF HOTEL
BUSINESS IN ADAMAWA STATE A CASE STUDY OF LAGON VILLA, MADUGU ROCK VIEW &
DANTSHO HOTEL ADAMAWA STATE
CHAPTER ONE
INTRODUCTION
In hospitality industries promotion is a key ingredients in
marketing campaign.
Promotion
has contributed a lot to boost a better image of both major and minor hotels in
every part of the world. It does communicate to its publics; the type of
services it renders, and also believes in fair deals and considers the interest
of its customers and various publics. Hospitality industries services, pricing,
as well as promotional policies and strategies constitute elements of its
promotion – mix.
Hotels provide meals, drinks, attractions, accommodation
etc., to the general public or persons in transit especially people traveling
to places where they have neither their own homes nor any relation to cater for
their needs. Such persons will like to know few things about the hotels in
their transitory area. In other words, they may like to know about available
hotels, the categories of such hotels, the room and suit fares, and the type of
food served, the necessary comfort customers are accorded – with, the game that
is both indoor and outdoor games available and perhaps and other special
feature that make such hotels appealing to the sojourners in transit.
These characteristics of hotels are boosted by promotions of
various types in so many countries of the world. In Nigeria, major hotels live
like lagon villa, madugu rock view & dantsho hotel adamawa state, Sheraton,
Eko Hotels, Federal Palace Hotels, to mention just a few of them, have made
impressionable image both nationally and internationally and the praises go to
promotions that have heralded their various characteristics, class placement
status to the public generally. Without promotion, the image of their hotels
and their excellent services would not be so diffused to the public. For
instance recently in Adamawa, some hotels have come up with incentive – type
promotions to attract new terriers, to reward loyal customers and to increase
the patronage rates of occasional users. One of such hotels is Madugu rock view
situated at number 16 Chime Avenue, Lagon villa in Adamawa, promoted its hotel
as (10%) Ten percent discount awaits customers that patronizes its hotel
superbly built, and lavishly furnished with ultra-modern guest houses, with
about sixteen (16) air conditioned rooms each with its exclusive toilets,
cold/hot shower, stand-by water storage tanks to ensure uninterrupted water
supply; a lounge with well stocked bar and assorted types of edibles including
Chinese foods available; a well cemented car park adorned with beautiful
flowers, and powerful stand-by generators to ensure uninterrupted power supply.
1.1 BACKGROUND OF THE STUDY
An hotel can be defined as any
establishment where food, drinks, accommodation and other related services are
rendered to anybody that is willing to pay and is in a fit state to be received
as in the proprietor's Act of 1956.
The role of
small scale hotel industry is to provide guests with maximum level of services
at affordable prices. Hotels are components of the larger hospitality industry,
as they provide foods, drinks, accommodation, recreation and offer other
related services to the public.
All the
various works performed in the functional units of the small hotels are
performed manually by the hotel personnel and they easily get bored or tired.
Hotel personnel get tired especially during high sales hours for instance the
work load is unfavourable to the front office staff during peak periods. This
is also applicable to all other operational or functional sections of the hotel
such as restaurant, bar and housekeeping. Hence more staff are usually needed
to cope with the pressure during peak season.
1.2 STATEMENT OF
THE PROBLEM
The hotel
industry is suffering a room capacity crisis. The economic downturn has
depleted tourism demand significantly from its key markets and due to the
development of several large new hotels; there is a potential oversupply
problem, at least in the short-term. It has thus been predicted that the
demand-supply imbalance in the hotel industry will lower occupancies, lower
room rates and lower yields in the near future, (Pattern 1998;
Pownall, 1996). In periods of low demand and strong
competitive pressures, hotel managers are faced with the constant challenge of
balancing customer demand against available room capacity to cover the
relatively high fixed costs in hotel properties, at the same time as achieving
operational efficiency. Hotels are characterized by high fixed costs, with no
scope for product inventory and, as a result, experience problems with capacity
(Donaghy, McMahon & McDowell, 1995). A critical element for the success of
any hotel manager is thus to make the most efficient use of the operation's
capacity to satisfy the needs of owners without disrupting product and customer
service quality. By using various means to establish capacity, managers are
more easily able to control their work and ensure utilization of facilities,
thus ensuring both resource productivity and customer satisfaction (Harris,
1989).
There are a
lot of complaints about the work load of small scale hotel. Some of these
complaints among others are:
- Poorly made
beds
- Poor
restaurants and reception services
- Use of
obsolete and inadequate equipment and the unsatisfactory attitude of personnel
dealing directly with the customers.
- Poor
seating arrangement in the food and beverages section. Personnel in these
functional units, that is, the restaurant, bar, rooms and reception always
express their mind about lack of job satisfaction culminating in their poor
attitude to the guests.
1.3 OBJECTIVES OF
THE STUDY
This
project is designed to achieve the underlisted aims and objectives:
- To
determine the problems associated with small scale hotel industry.
- To identify
major problems involved and its effects on operations
- To
determine the causes of the identified problems and prefer possible solutions.
1.4 SIGNIFICANCE
OF THE STUDY
The
importance of this study is to bring to limelight the importance of
Small scale hotel industry
- The suggested solutions to identified
problems will help to improve service and ensure customer satisfaction, high
turnover and increased revenue.
- Staff will
gain by increasing their salary on the basis of increased productivity.
1.5 LIMITATION OF
THE STUDY
This
project is designed to target waiters, reception staff, and room maids in small
scale Hotel in Adamawa State.
However,
Lagon villa, Madugu rock view & dantsho hotel Adamawa will be our focus as
case study. Also the study will be limited to the personnel in the food and
beverage service, reception and house keeping departments.
1.6 DEFINITION OF
TERMS
HOTEL: This can be defined as any establishment where food,
drinks, accommodation and any other related services are rendered to anybody
that is willing to anybody that is willing to pay and is in a fit state to be
received.
TABLE D'HOTE: This is used for a fixed price menu of three or
more courses with limited choice on each menu.
A LA CARTE: This is used for a menu with a selection of
individually priced dishes.
COVER: A cover is usually referred to as a lay-up on a table
and is to sometimes refer to the number of guests.
WAITING: This is a professional skill that portrays the
establishment from the food service area to the general public, which
constitutes the potential customer that consumes the service. Lilicrap (1971).
SMALL HOTEL: This is an hotel that has not more than 20
bedrooms and usually the bar and the restaurant are in the same place.
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