SOCIAL MEDIA AND SALES OF HOTEL PRODUCTS AND SERVICES OF SELECTED HOTELS IN ENUGU

ABSTRACT The rapid advancement of information and communication technologies has transformed marketing practices across industries, with social media emerging as a vital tool for engaging customers and promoting products and services. This study examined the “Social Media And Sales of Hotel Products and Services Of Selected Hotels In Enugu. The main objective of this study is to examine the role of social media in the marketing of hospitality products and services, using selected hotels in enugu as a case study,identify the major social media platforms adopted by selected hotels in enugu for marketing purposes, assess the effectiveness of social media strategies in promoting hospitality services such as lodging, dining, and events, examine the impact of social media marketing on customer engagement, online reputation, and patronage, identify challenges encountered by hotel managers in implementing social media marketing strategies effectively. The research employed a descriptive survey design. Primary data were collected through structured questionnaires administered to hotel managers, staff, and customers, while secondary data were sourced from relevant academic literature. Data were analyzed using descriptive statistics and chi-square tests to establish relationships between variables. Findings revealed that hotels in enugu actively use platforms such as facebook, instagram, and whatsapp to advertise services, communicate with customers, and build brand awareness. Social media marketing was found to significantly improve visibility, customer interaction, and revenue generation. However, challenges such as inadequate digital skills among staff, unstable internet connectivity, financial constraints, and lack of consistent government support were identified as barriers to optimal utilization. The study concludes that social media is an indispensable tool for hospitality marketing in the digital era. It recommends that hotel operators invest in regular staff training, adopt comprehensive digital marketing strategies, allocate sufficient budgets for online promotion, and collaborate with policymakers to develop enabling frameworks for sustainable digital adoption in the hospitality sector.