The Challenges and Prospects of Marketing Strategies and Patronage on the Development of Hotels in Ado- Ekiti Nigeria

This study investigates the challenges and prospects of marketing strategies and patronage in thedevelopment of hotels in Ado-Ekiti, Nigeria. The research highlights the increasing significanceof the hospitality industry in regional economic growth and examines how effective marketingpractices influence hotel performance, customer satisfaction, and long-term sustainability. Usinga quantitative research design, data were collected from 100 respondents comprising hoteloperators, marketing personnel, and patrons through structured questionnaires. Findings revealthat while traditional marketing approaches such as word-of-mouth and local media remainprevalent, the adoption of digital marketing techniques is significantly limited due toinfrastructural deficiencies, poor internet access, and inadequate technical expertise. Costconstraints, weak market segmentation, and limited brand positioning further impedecompetitiveness and growth. Nonetheless, the study identifies promising prospects through digitaltransformation, experiential marketing, and strategic partnerships between hotels, tourism boards,and government agencies. The integration of customer relationship management tools and targetedsegmentation strategies could enhance patronage and service quality. The research concludes thatimproving marketing capabilities, fostering digital literacy, and investing in infrastructure areessential for strengthening Ado-Ekiti’s hospitality sector. Recommendations include the adoptionof hybrid marketing models, government support through policy incentives, and capacity-buildinginitiatives to promote sustainable hotel development and regional tourism growth.Keywords: Marketing Strategies, Hotel Patronage, Digital Marketing, Hospitality Development,Ado-Ekiti