International Journal of Hospitality and Tourism Systems

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

The Role of Event Marketing in Entrepreneurship Development of Firms in Hospitality Industry


Affiliations
1 Department of Marketing, University of Calabar, Calabar, Nigeria
2 University of Calabar, Calabar, Nigeria
3 Department of Banking & Finance, University of Calabar, Calabar, Nigeria
4 Department of Business Adminstration, University of Calabar, Calabar, Nigeria
     

   Subscribe/Renew Journal


This work aimed at investigating and analyzing event marking in order to determine the degree to which it affects the growth of entrepreneurship in Nigeria. To this end, three hypotheses have been established as a guide for reviewing the relevant literature. The data for this analysis were obtained from primary sources (questionnaire) 600 copies where distributed to registered companies in the hospitality industry in Nigeria, 386 were completed and retrieved successfully. The provided hypotheses were tested using descriptive and inferential statistical instruments. After analyzing the hypotheses, our findings showed that event marketing had a positive effect on the growth of entrepreneurship. On the basis of the result, it has been suggested that the government assist its people in it policies by prioritizing entrepreneurship in events. This research offered theoretical implications for promoting events as a hospitality product for successful services delivery and customer loyalty in the hospitality sector. This study proposed more work on event marketing in order countries with a view to generalizing the findings and for proper economic diversification.

Keywords

Event Marketing, Entrepreneurship Development, Entrepreneurship Theories, Tourism
Subscription Login to verify subscription
User
Notifications
Font Size


  • Afolabi, A. (2015). The effect of entrepreneurship on economy growth and development in Nigeria. Journal of Development and Economic Sustainability, 3(2), 49-65.

  • Agbodike, C. I. (2016). The lmpact of unemployment on Nigerian economy. Degree Project, Caritas University, Enugu, Nigeria.

  • Anyadike, N., Emeh, I., & Ukah, F. (2012). Entrepreneurship development and employment generation in Nigeria: Problems and prospects. Universal Journal of Education and General Studies, 1(4), 88-102.

  • Anyeni, D., & Ebohon, O. J. (2012). Exploring sustainable tourism in Nigeria for development growth. European Scientific Journal, 8(20). Retrieved from https://www.dora.dmu.ac.uk

  • Alvarez, S., & Busenitz, L. (2001). Entrepreneurship of research based theory. Journal of Management, (27), 755-775.

  • Aldrich, H. E., & Zimmer. (1986). Entrepreneurship through Social Networks. In Donal Sexton and Raymond Smulared. The Art and Science.

  • Aldrich, H. E., & Cliffs, J. (2003). The pervasive effect of family on entrepreneurship: Towards a family embeddedness perspective. Journal of Business Venturing, (18), 573-596.

  • Adejumo, G. (2001). Indigenous entrepreneurship development in Nigeria: Characteristics, problems and prospects: Advances in management. Journal of Department of Business Administration, 2(1), 112-122.

  • Adeoye, A. C. (2015). The effect of entrepreneurship on economy growth and development in Nigeria. International Journal of Development and Economic Sustainability, 3(2), 49-65.

  • Akeredolu-Ale, E. O. (1977). Poverty as a social issue: A theoretical note on poverty in Nigeria.

  • Amaka, M., & Ebele, S. N. (2014). Entrepreneurship development in Nigeria: Prospects and challenges. International Conference on Entrepreneurship: Strategy for Socio-Economic Advancement in Emerging Economies organized by the Department of Business Administration, Faculty of Social and Management Sciences, Bowen University Iwo, pp. 2-15, 28th -30th May.

  • Angelin, G. C., Zachary, R. F., Russel, Z. L., & Sneath, J. Z. (2006). Engaging the consumer through event marketing: Linking attendees with sponsor, community and brand. Journal of Advertising Research, (1), 421.

  • Ariyo, O. (2008). Small firms are the backbone of Nigeria economy. Retrieved on 8th March, 2020.

  • Asogwa, O. S., & Anah, S. A. (2017). Impact of entrepreneurship development on economic growth of Enugu state: A study of registered entrepreneur in Enugu state Nigeria. International Journal of Economic, Business and Management Research, 1(2), 227-241.

  • Abdul-Kemi, I. Z. (2014). Entrepreneurship and economic development in Nigeria: Evidence from Small and Medium Scale Enterprises (SMEs) financing. Journal of Social Science, 5(11), 215-223.

  • Achorp, P. N., Chima, N., & Nkwoch, C. A. (2013). The effect of event marketing on consumers brand loyalty and patronage. International Journal of Science and Research (IJSR), 4(8), 243-249.

  • Bassey, B. E., Vivian, M. A., Glory, B., & Emmanuel, E. E. (2011). Analysis of the economic impacts of cultural festivals: The case of calabar carnival in Nigeria. Journal of Tourism, 6(2), 333-352.

  • Boone, G., & Kurtz, D. L. (2008). Contemporary marketing (3rd ed.). United States of America: Thomson South Western.

  • Edun, A., Akinde, J., Olaleye, S., & Idowu. (2013). Infrastructural development and its effect on economic growth: The Nigeria perspective. European Scientific Journal, 9(13), 431-449.

  • Emaka, O. (2013). The career prospect of tourism in Nigeria. Journal of Humanities and Social Sciences, 3(12), 126-132.

  • Emmah, H. W. (2009). Evaluating event marketing: Experience or outcome. Journal of Promotion Management, (15), 247-268.

  • Egbe, T., Kate, O., Makeri, G., & Titilayo, G. (2014). Business studies 3. Lagos: West African Book Publishers Limited.

  • Eja, I., Out, J. E., Yaro, M. A., & Inyang, I. O. (2011). An assessment of the relevance of christian festivals in the development of sustainable hospitality in Calabar city. African Journal of Social Science, 1(2), 1-9.

  • Ekundayo, Y. O. (2014). Strategic development and sustainability of tourism industry (Thesis project). University of Applied Science Kerava Unit.

  • Etuk, J. E. (2008). Foundations of modern business management (3rd ed.). University of Calabar Press, Calabar.

  • Eno, E. J., & Aniedi, U. E. (2019). Infrastructure and sustainable tourism development in Nigeria. ISOSR Journal of Humanities and Social Sciences, 24(1), 72-80.

  • Esu, B. B. (2015). Transforming the Nigeria tourism industry through tourism entrepreneurial development. African Journal of Business Management, 19(15), 560-580.

  • Field, A. P. (2013). Discovering statistics using IBM SPSS statistics: Series on quantitative applications in the social sciences (p. 101). Newbury Park, CA: Sage.

  • Harper, M. (1991). The role of enterprise in poor countries. Entrepreneurship Theory and Practices, 15(4), 7-11.

  • Idam, L. E. (2014). Entrepreneurship development in Nigeria: A review. ISOR Journal of Business and Management, 16(1), 1-7.

  • Ijasan, K. C., & Izobo, M. O. (n.d). Assessing community engagement in tourism planning and development in Nigeria: Case study of Arinta Waterfall Tourist Resort, IpoleIloro, Ekiti State. Transnational Journal of Science and Technology, 2(4), 2-11.

  • Jooji, I. T., & Oguchi, C. B. (2017). An assessment of commercial policies and economic development in Nigeria. International Journal of Development Strategies in Humanities, Management and Social Science, 7(3), 94-101.

  • Kotler, P. (2001). Marketing management. Millennium Edition, Prentice-Hall, New Delhi.

  • Kuye, O. L., Ogundele, O. J. K., & Alaneme, G. C. (2013). Strategic roles of business, government and society: The Nigerian situation. International Journal of Business and Social Science, 4(12), 233-243.

  • Kenton, W. (2017). ‘Infrastructure’, Investopedia. Retrieved May 20, 2019, from www.investopedia.com/terms/i/infrastructure.as Kotler, P., Bowen, J. I., & Makens, C. J. (2010). Hospitality and tourism (5th ed.). Pearson.

  • Kwabena, N. S. (2011). Entrepreneurship theories and empirical research: A summary review of the literature. Journal of Business and Management, 3(6), 1-9.

  • Musibau, A. A., Olatunji, F., Abimbola, A., Adunola, O., & Isiavwe (2015). Building sustainable future for Nigeria through entrepreneurship. Academic Research in Accounting, Finance and Management Sciences, 5(3), 42-49.

  • Nnadozie, P. U., & Ezenwa, E. U. (2017). Entrepreneurship development in Nigeria: Issues for policy and legislature attention. Specialty Journal of Politics and Law, 2(4), 33-44.

  • Nzewi, H. N., Onwuke, E. M., & Onyesom, M. (2017). Entrepreneurship evolution and the growth of small scale businesses in Nigeria. Journal of Business and Economic Development, 2(3), 176-181.

  • Nnenanya, D. (2014). Event marketing and entrepreneurship development in the South-South Nigeria (MSc dissertation). University of Port Harcourt, Nigeria.

  • Olufemi, A. O. (2012). The challenges of infrastructure development in democratic Governance. Fig-Kemah Week Conference Knowing to Manage the Territory, Protect The Environment, Evaluate The Cultural Heritage Rome, Italy, 6th -10th May, 2012.

  • Orji, K. E., Ibibia, W. L., & Umofia, N. (2017). The impact of infrastructural development on Nigeria’s industrial sector. An International Multi-Disciplinary Journal, Bahir Dar, Ethiopia, (49), 23-30.

  • Oluwole, I. (2014). Supporting tourism business in Nigeria via integrated marketing. Journal of Tourism Management Research, 1(2), 27-39.

  • Okonkwo, H. C. (2014). The socio-economic contribution of tourism to Nigeria and North Cyprus: A comparative approach. Project Report. Retrieved May 19, 2019, from https://www.grin.com/documents/276393

  • PWC Nigeria. (2016). Infrastructure development in Nigeria: Better late than never. Retrieved from www.lexology.com/library/detail.aspx?g=7814c253

  • Prakash, K., & Rieky, S. (2010). Mega-marketing on event using integrated marketing communications: The success story of TMH. Business Strategy Series, 11(6), 371-382.

  • Rajan, S. S. (2015). A study on impact of social media tools for event marketing. International Journal of Social Science and Humanities Research, 3(3), 262-282.

  • Rajan, R. (2013). What are the Theories of Entrepreneurship. Retrieved May 29, 2019, from http://www.alloutdigital.com

  • Satope, B. F., & Akanbi, B. (2014). Effect of business on economic development in Nigeria. E3 Journal of Business Management and Economics, 5(4), 91-96.

  • Spacey, J. (2019) What is infrastructure development, simplified guide. Retrieved May 20, 2019, from simplicable.com/new/infrastructure-development.del

  • Schumpeter, J. A. (1934). The theory of economic development. Harvard University Press, Cambridge.

  • Schumpeter, J. A. (1942). Capitalism, socialism and democracy. New York: NY, Harper.

  • Shwu-Ing, W. (2016). Competing model of event marketing activities. International Journal of Marketing Studies, 8(4), 2-11.

  • Ugochukwu, U. I., & Chinwe, O. O. (2015). Contributions and challenges of entrepreneurship in Nigeria: A sociological analysis. European Journal of Business and Innovation Research, 3(3), 1-9.

  • World Bank. (2016). Nigeria’s booming population requires more and better jobs. Retrieved May 25, 2019, from www.worldbank.org/en/news/press-release/2016/03/15/ng

  • Yusuff, M. A., & Akinde, M. A. (2015). Tourism development and economic growth nexus: Nigeria Experience. European Journal of Hospitality and Tourism Research, 3(4), 1-10.


Abstract Views: 167

PDF Views: 0




  • The Role of Event Marketing in Entrepreneurship Development of Firms in Hospitality Industry

Abstract Views: 167  |  PDF Views: 0

Authors

Joseph Akam Mpuon
Department of Marketing, University of Calabar, Calabar, Nigeria
Glory Sunday Etim
University of Calabar, Calabar, Nigeria
Amenawo Ikpa Offiong
Department of Banking & Finance, University of Calabar, Calabar, Nigeria
Enouh Rebecca Oliver
Department of Business Adminstration, University of Calabar, Calabar, Nigeria

Abstract


This work aimed at investigating and analyzing event marking in order to determine the degree to which it affects the growth of entrepreneurship in Nigeria. To this end, three hypotheses have been established as a guide for reviewing the relevant literature. The data for this analysis were obtained from primary sources (questionnaire) 600 copies where distributed to registered companies in the hospitality industry in Nigeria, 386 were completed and retrieved successfully. The provided hypotheses were tested using descriptive and inferential statistical instruments. After analyzing the hypotheses, our findings showed that event marketing had a positive effect on the growth of entrepreneurship. On the basis of the result, it has been suggested that the government assist its people in it policies by prioritizing entrepreneurship in events. This research offered theoretical implications for promoting events as a hospitality product for successful services delivery and customer loyalty in the hospitality sector. This study proposed more work on event marketing in order countries with a view to generalizing the findings and for proper economic diversification.

Keywords


Event Marketing, Entrepreneurship Development, Entrepreneurship Theories, Tourism

References