Abstract

The study examines the application of celebrity endorsement as a promotional strategy in Hospitality operation. The main objective of this work is to determine the influence of celebrity endorsement as a marketing strategy in Hospitality organization in Umuahia, Abia State. A survey method which involved the use of questionnaire to gather relevant data was used. The data was analyzed using simple percentage method. The finding of the study revealed among others as a promotional strategy in Hospitality operation. In view of the findings, recommendations were made.

TABLE OF CONTENTS

Title page ………………………………………………………………………... i

Declaration ……………………………………………………………………..... ii

Certification ………………………………………………………………….….. iii

Approval page ……………………………………………………………….…... iv

Dedication ……………………………………………………………………….. v

Acknowledgement ………………………………………………………………. vi

Table of Contents ………………………………………………………………… vii

List of Tables ……………………………………………………………………... x

Abstract …………………………………………………………………………… xi

CHAPTER ONE

INTRODUCTION ………………………………………………………………… 1

1.1 Background of the Study …………………………………………………… 1

1.2 Statement of Problem ………………………………………………………. 3

1.3 Objective of the Study ……………………………………………………… 4

1.4 Research Questions ………………………………………………………… 5

1.5 Significance of Study ………………………………………………………. 5

1.6 Scope of Study ……………………………………………………………… 5

CHAPTER TWO

2.0 LITERATURE REVIEW …………………………………………………… 7

2.1 Conceptual Framework ……………………………………………………… 7

2.1.1 Celebrity Trustworthiness …………………………………………………… 9

2.1.2 Celebrity Endorser …………………………………………………………… 9

2.1.3 Celebrity Endorsements …………………………………………………….. 11

2.1.4 Elaboration of Likelihood Model …………………………………………… 15

2.1.5 Familiarity with the Celebrity ………………………………………………. 17

2.2 Theoretical Framework 

2.2.1 Credibility 21

2.2.2  Attractiveness 23

2.3    Empirical Framework 25

CHAPTER THREE

MATERIAL AND METHODS 32

3.1 The Research Design 32

3.2  Area of the Study 32

3.3  Population for the Study 32

3.4  Sample and Sample Techniques 33

3.5  Instrument for Data Collection 33

3.6  Validation of the Instrument 34

3.7  Reliability of the Instrument 34

3.8  Data Collection Techniques 34

3.9  Method of Data Analysis 34

CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS 35

4.1 Data Presentation 35

4.2 Data Analysis 35

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATION

5.1 Summary of Findings 43

5.2 Conclusion 44

5.3 Recommendation 44

Appendix 51

LIST OF TABLES

Table 4.1: Sex Distribution 36

Table 4.2: Age Distribution 36

Table 4.3: Distribution of Respondents according to Educational Qualification 37

Table 4.4: Distribution of Respondents according to Marital Status 38

Table 4.5: What is the present level of awareness of hospitality operation on the application of celebrity endorsement? 38

Table 4.6: What are the likely challenges that influence the use of celebrity endorsement in hospitality operation 39

Table 4.7: What are the likely techniques in choosing celebrities 40

Table 4.8A: Celebrity endorsement in hospitality promotion increases total revenue of the hospitality industries 41

Table 4.8B: People are motivated by celebrity endorsement in promoting hospitality products 4.2