Analyzing the effects of advertising channels on the financial performance of five star hotels in Nairobi, Kenya

Abstract

At most times the service industry overlooks the fact that advertising channels used could improve the financial performance of a business or crash it. Since advertisement is a communication process, the hotel industry needs to find the best way in which they would communicate their message, be it brand awareness, product awareness or consumer attitudes toward a certain product or service. Consumers vary in how they perceive the advertisement message, firms need to analyze the appropriate channel for specific consumers and how that will boost the financial performance of the hotel industry. This study therefore aims to analyze the effects of advertising channels on the financial performance of five star hotels in Nairobi, Kenya. The study intends to assess the effect of radio adve1iisement to financial performance of five star hotel, to assess the effect of newspaper advertisement on the financial performance of five star hotel, to assess the effect of television advertisement on the financial performance of five star hotel and finally to assess the effect of social media advertisement on the financial performance of five star hotel. The study used questionnaires as primary data tool and secondary data sheet were used for secondary data. The ten five star hotels in Nairobi were the target population of the study. Sample sizes the senior management of the ten five star hotels were therefore used. The research also employed a research design of descriptive cross sectional survey.

Keywords; Advertising channels, Financial Performance