The effects of advertising to sales performance. a case study of Green Oasis guesthouse, tour and travels, Kalongo Agago district, Uganda.

Abstract

The study was carried to investigate the effects of advertising to sales performance in Green Oasis Guest House. It was guided by a number of objectives, which is to know different advertising mechanism employed in the hotel industry, to assess the influence of advertising to sales performance and to examine the challenges of advertising in Green Oasis Guest House. The study mainly concentrated on Green Oasis Guest House customers and employees. It determined the effects of advertising to sales performance since the company was faced with stiff competition, declining sales and rivalry from other hotels. Questionnaires were issued out and random interviews was also carried out. The study revealed that various forms of advertisement may be employed by Green Oasis Guest House. These include electronic print, brochure, website among others. The study further revealed that these different methods of advertisement have improved on the hotel sales in terms of value and efficiency, increased publicity, income demand among others thus indicating a positive relationship between sales and advertisement. However, the positive relationship came at a cost; poor perception, limited coverage, high costs, competitors influence, high level of illiteracy were among the challenges faced by the hotel and its bid to advertise. From the research findings the following recommendations can be emphasized that for high customer satisfaction scores, the hotel should ensure it performs very highly on all possible variables and soft issues of image building, skillful product information fit and ease of hotel locality. Customers need to be informed, educated, persuaded, reminded and given an actual change of image to make innocent customers who had already changed their minds to other places.