DETERMINANTS OF CHOICE OF DIRECT MARKETING PERSONAL SELLING, INTERNET MARKETING IN THE MARKETING OF HOSPITALITY SERVICES IN KOGI STATE

This project work was carried out with a view of giving an insight into critical determinants of choice of direct marketing personal selling, internet marketing in the marketing of hospitality services in kogi state . The objectives of the study are: to examine the effectiveness of direct marketing (Social Media Marketing) in the marketing of hospitality services in Kogi State, to determine the impact of personal selling (Face-to-Face) in the marketing of hospitality services in Kogi State and to examine the effect of internet of marketing (Search Engine) Optimization in the marketing of hospitality services in Kogi State. The study bearing to research was carried out with the sample of 510 respondents. The main instrument used in data collected was questionnaires, personal interview and observation. The collected data were analyzed using percentage and tables, from the analysis data collected, the following findings were made from the analysis: It was evident that internet marketing advertising strategy is very effective when used on hospitality products Result revealed that Facebook is the appropriate internet marketing tool for projecting the image of a hotel organization because of its vast users, accessibility and effectiveness. Also, result shows that the hospitality services make use of the internet marketing platforms in advertising, showcasing, selling and communicating with their customers. The following conclusion were made: managers should incorporate the modern internet marketing tools in Advertising their products, future research might test whether such digital marketing strategies are more beneficial as compared to traditional marketing strategies of the hotel industry and research should analyze not only the factors that can influence organizational competitiveness, but also, the drivers and its combination for increasing the organizational performance.