Utilization of Celebrity Endorsement as a Marketing Strategy in Hospitality Operations in Owerri, Imo State

Abstract

This study examined the utilization of celebrity endorsement as a marketing strategy in hospitality operations in Owerri, Imo state. The study population was drawn from top management staff of registered star hotels operating in Owerri. A structured questionnaire was used as an instrument for data collection which was validated by three (3) academics in Hospitality and Tourism Management and two (2) academics in Marketing Departments. Data were collected and analyzed using frequency and mean. Findings revealed that the level of utilization of celebrity endorsement in hospitality operations in the study area was poor. Some of the factors affecting the usage of this strategy were also determined. Based on the findings, recommendations were given on how celebrity endorsement as a Marketing strategy can be utilized in hospitality operations for sustainable operations.