REINVENTING THE ELEMENT OF MARKETING MIX VARIABLES FOR SUCCESSFUL COMPETITIVE ADVANTAGE IN THE HOSPITALITY AND TOURISM INDUSTRY IN LOKOJA METROPOLIS

This study examines the critical need for reinventing marketing mix variables to achieve a sustainable competitive advantage within the hospitality and tourism industry in Lokoja metropolis, Kogi State, Nigeria. As a strategic confluence town with significant tourism potential, Lokoja faces increasing competition and evolving consumer expectations that necessitate a shift from traditional marketing approaches to more innovative, service-oriented strategies. The research explores how the 7Ps of the services marketing mix—Product, Price, Place, Promotion, People, Process, and Physical Evidence—can be strategically reconfigured to enhance market positioning and customer patronage. Drawing upon the Resource-Based View (RBV) and Dynamic Capabilities theory, the study employs a descriptive survey research design, gathering data from management staff and customers of selected hotels and tourism sites in Lokoja. The findings reveal that while traditional elements like price and product remain fundamental, the 'reinvention' of service delivery processes, staff professionalism (People), and the physical ambiance (Physical Evidence) are the primary drivers of competitive edge in the current market. Correlation analysis indicates a strong positive relationship between marketing mix innovation and organizational performance. The study concludes that hospitality firms in Lokoja must embrace digital transformation and personalized service delivery to maintain relevance. Actionable recommendations are provided for industry practitioners and local tourism boards to foster a more resilient and competitive hospitality sector.