| Abstract: | The purpose of this study was to found the relationship between selected marketing strategies
and performance of four star hotels in Addis Ababa. Specifically, the aim was to determine the
effect of internal marketing strategy, evaluate the influence of relationship management strategy,
establish the influence of market development strategy and determine the effect of product
development on performance of four star hotels in Addis Ababa. The population comprised of all
four star hotels in Addis Ababa classified and registered by ministry of culture and tourism of
Ethiopia. This made a total of 14 hotels. Descriptive, correlation and regression analysis were
used and results presented in tables and figures. The findings obtained revealed that the most
adopted relationship management strategy was giving customers free information, the most
adopted marketing strategy was establishing a hotel structure in place that enables niche
customer centricity in business decision, most adopted product development strategy was hotels
offered abroad product line. On the relationship that existed between the study variables, all
strategies had a positive relationship implying that the marketing strategies application positively
influenced performance of hotels. The regression analysis obtained a positive coefficient of
correlation implying that product development strategies, relationship management strategies,
market development strategies and internal marketing strategies had a positive effect on
organization performance. The study concluded that marketing strategies positively affects
performance of four star hotels in Addis Ababa. Product development strategies, Internal
marketing strategies, market development strategies and relationship management strategies
were adapted to moderate extant by the studied hotels. The study also found that the adoption of
marketing strategies was at moderate extent which implies that the studied hotels given less
priority for the adoption and implementation of marketing strategies which has a significant
positive relation with the performance of four star hotels. The study recommends that the
adaption of marketing strategies should be given top priority to enhance performance of four star
hotels in Addis Ababa. |
