EFFECT OF MARKETING INFORMATION SYSTEM ON PERFORMANCE IN THE HOSPITALITY INDUSTRY (A STUDY OF SELECTED HOTELS)

This study investigates the impact of Marketing Information Systems (MKIS) on the performance of the hospitality industry in Ado Ekiti, Ekiti State, Nigeria, focusing on three key hotels: Oyebam Hotel, De Jewel Hotel, and Fakhes Hotel. The research aims to determine the influence of internal records on service performance, examine the relationship between marketing decision support systems (DSS) and decision-making effectiveness, and evaluate the role of marketing intelligence in enhancing hospitality performance. A descriptive research design was adopted, with data collected through structured questionnaires administered to management and marketing staff across the selected hotels. A stratified random sampling technique was used to select a total sample of 55 participants, ensuring representation from each hotel. Data analysis involved descriptive and inferential statistics, including the use of the Chi-square test to assess relationships between variables. The findings indicate a mixed understanding of MKIS components, with notable positive sentiment towards DSS's role in decision-making, while views on the effectiveness of internal records and marketing intelligence showed varied levels of acceptance. Results highlighted gaps in the effective implementation and understanding of MKIS components, particularly the need for improved training and integration of DSS and marketing intelligence tools to foster strategic decision-making and enhance customer satisfaction. Based on these findings, the study recommends that hospitality businesses invest in training programs to improve staff competency in MKIS utilization, promote a data-driven culture, and ensure that internal records, DSS, and marketing intelligence are leveraged to drive service quality, customer satisfaction, and overall competitiveness.