DR. EFFIOM Effiom InametI1, DR. PAUL Uzoho C.2
1Department of Entrepreneurship and Marketing
08037125518
Email: effiominameti002@gmail.com, inametiee@fuotuoke.edu.ng
&
2Department Tourism and Hospitality Management
Email: uzohopc@fuo.edu.ng, pauluzoho82@gmail.com
Faculty of Management Sciences
Federal University Otuoke, Bayelsa State, Nigeria
Abstract
This research aims to examine the effect of service marketing policy on consumption of tourism products in Bayelsa state, Nigeria. Two research hypotheses were stipulated and tested. The study anchored on Service-Dominant Logic
(SDL). Literature was reviewed on service-pricing, service-promotion and other concepts. The study adopted cross sectional survey research design to sample eighteen tourism establishments selected using ten percent proportion out of one hundred and eighty hotels as well as one hundred and fifty-four tourists. The study adopted primary source of data collection method. Descriptive statistics and multiple regression analysis were used in analyzing the data. The findings of the study revealed that, there is significant and positive effect of service-pricing and service-promotion on consumption of tourism products. The study concludes by providing recommendations for improving service marketing in the context of tourism establishments. Management should adjust prices based on demand, time of day, seasonality, and other relevant factors among other things. By implementing these recommendations, tourism establishments can enhance competitive position, attract more visitors, and contribute to the overall economic development of the state.
KEYWORDS: Service-pricing, service-promotion, consumption, tourism products