Managerial View on Leisure Guests’ Choice of Hotels: Testing the Effect of Two of the most Highlighted Variables (Published)
Hotels in contemporary Nigeria strive to offer quality customer service and provide leisure facilities to guests. In spite of this, Nigerian hotels are still over-priced in relation to the physical structure, poor services and sub-standard facilities. In addition, the Nigerian hotel industry faces numerous security challenges. Moreover, it is not empirically established if price and security effect leisure guests’ choice of hotels from a hotel managers’ standpoint in Nigeria. To discover or prove the facts of the situation, we empirically test the structural model of leisure guests’ of hotels developed by Ogbunankwor and associates in 2023 in which 2 variables (price and security) predict leisure guests’ choice of hotels. As a result, the study employed multiple regression analysis to test the formulated hypotheses with the aid of SPSS Version 20.0 software at 5% level of significance. Findings from a sample of 84 hotel managers in Awka metropolis, Anambra State, Nigeria using survey questionnaire indicate that price and security influence leisure guests’ choice of hotels. More importantly, security has more influence than price. In comparison, this finding is a confirmation of a previous research executed from a guests’ perspective by Ogbunankwor and colleagues in 2023 that has similar finding. Therefore, the present study is a confirmation that hotel managers understand their guests to a large extent in this regard. Finally, the study conclude that to unlock profitable growth, hotels should take the issue of price charged and security concerns very seriously. Accordingly, the study recommends that hotels should employ occupancy-based pricing strategy and equip their properties with state-of-the-art security and protection systems.
Keywords: Consumer Behavior, Hotels, employee research, leisure guests