Abstract:
In the past years, the competition in the hotel industry in Ghana has been increasing. There are alternatives for the customers and thereby these hotels have to stand out to attract customers. One way is to Market their businesses differently. In this research we are studying one way of diversifying Service Marketing, namely through people. Thus, improving the skills of the internal customer (employees) through training, external customers’ needs and organizational goals will be met.
Description:
The theory of demand and supply goes a long way to affect businesses; with more hotels opening up customers have more choice and therefore businesses must differentiate themselves from others. In Ghana, the hotel industry contributes much to the country’s GDP.
There is evidence that the hotel industry is growing, and thereby the competition, in the Ashanti Region is increasing. According to the Ghana statistical service the number of accommodation establishments in the country increased from 580 in 1995 to 1,313 in 2004, registering 126.4 percent increase, at an average annual growth rate of 9.2 percent. Similarly, the number of accommodation rooms grew from 7,618 in 1995 to 18,022 in 2004, registering 136.6 percent increase, at an average annual growth rate of 7.7 percent.
