Browsing by Author "Imouokhone,Ebun Omoniyi,"

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    Effect Of Strategic Marketing Planning Implementation On Performance Of Nigerian Hotel Industry
    (Department Of Marketing, Faculty Of Management Sciences University Of Port Harcourt, River State, Nigeria, 2016-06) Imouokhone,Ebun Omoniyi,; AbdulRaheem, Mulikat; Bello, Asola Kamal
    Internal and external uncertainty of business performance as a result of emerging opportunities and threats in the business environment because of lack of direction and purpose is greatly increasing. Many organizutions spend most of their time sealizing and reacting to unexpected changes and problems instead of anticipating and preparing for these changes through a proper Strategic Marketing Planning implementation. The study investigated the effect of strategic marketing planning implementation on performance of selected 5-star hotels in Lagos, Nigerian. Sixty respondents were purposively selected among the employee of the selected hotels, and 60 questionnaires were administered to them while 55 of the questionnaire were correctly filled and returned which is relevant for the study. The data collected were analyzed through regression analysis and the result of the study shows that strategic marketing planning implementation has a significant effect on performance with ( F = 30.274 , p < 0.05 f-table valus of 4.0012), and beta = 0.603 = 5.502, p < 0.05% / r_{2} = 0.364 , p < 0.05 . Conclusively, strategic marketing planning Implementation has a significant ejject on the performance of Nigerian hotel industry. The study therefore recommended that hotels should allocate more resources and time to implementation of strategy since it leads to a better performance for them and leadership of the organization should always evaluate their leadership activities in the area of implementation and monitoring to enjoy the full benefit of strategic marketing planning implementation.