APPLICATION OF GUERILLA MARKETING STRATEGY IN HOSPITALITY INDUSTRY IN BENIN CITY

ABSTRACT

Guerilla marketing is an unconventional and innovative form of advertising that aims to create surprise and delight among consumers in public spaces. It can be an effective tactic for the hospitality industry, particularly for small businesses that face resource constraints while investing in more conventional forms of marketing. This project examines the application of guerilla marketing strategy in the hospitality industry in Benin City, Nigeria. Benin City is the capital and largest city of Edo State.The project will employ the methods approach of quantitative data collection and analysis. The quantitative data will consist of surveys with potential and existing customers of the hospitality industry in Benin City, as well as secondary data from online sources. The project anticipates to find that guerilla marketing can be a viable and valuable strategy for the hospitality industry in Benin City, as it can help to differentiate the businesses from their competitors, attract new customers, retain existing customers, increase brand awareness and loyalty, and generate positive word-of-mouth. However, the project also highlights some issues in guerilla marketing for the hospitality industry in Benin City, such as the ethical issues. Therefore, the project will provide some recommendations and guidelines on how to overcome these challenges and optimize the use of guerilla marketing for the hospitality industry in Benin City.