CHAPTER I INTRODUCTION 1.1             Background of the Study Hotels are now the most important and popular type of lodging for travelers and some locals all over the world. One of the tourism sector’s most important divisions is the hotel sector. There has been an increase in demand for high quality hotel services all around the world. Zervas, Proserpio and Byers, 2023). According to (Adjoe 2024), the hotel industry has grown significantly because of its adaptability to meet the needs of tourist of all income levels.   The hotel industry is an economic development engine; it generates several additional guest facilities such as restaurants, swimming pools, and social or childcare function services, which provide revenue to service other sectors and other auxiliary services. Hotels offer attractive ways to generate scarce foreign exchange and job creation for skilled, semi-skilled and unskilled labour. (Kasavana...

  CHAPTER ONE INTRODUCTION 1.1       Background Of Study Advertising is one of the five tools used tools used to direct persuasive communicatioyn to targeted audience. Advertising as a business competitive strategy is aimed at creating awareness of the existence of a product through the communication media. Advertising has effect on buyers, so, it is important to carry out this study to know the impact of advertising.   The purpose of advertising is to develop customer’s favorable attention towards the product. Collins dictionary of business (2015, p.31) says that advertising consists of non personal terms of communication conducted through paid media under clear sponsorship. Commercial advertising is the visual presentation in the media of a product or services supplied by a firm or organization which is aimed at encouraging prospective buyers to buy the product and to provide them with public safety information. In an urban area like Enug...