Leisure Guests’ Perceptions of Price and Security: The Case of Awka, Nigeria (Published)
Despite general security concerns, particularly security issues prevalent in the Nigerian hotel industry, guests have to contend with the room rate or price of staying in hotels considering the spiraling inflation in the country. Nevertheless, it is not empirically established if price and security influence leisure guests’ choice of hotels in Nigeria. To achieve these objectives and establish a framework of leisure guests’ choice of hotels, this study used 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 convenience sample of 246 respondents who lodge in hotels in Awka metropolis, Anambra State, Nigeria show that the two factors investigated namely price and security influence leisure guests’ choice of hotels. More importantly, security has more influence than price. To sum up, the study concludes that the basis of hotel accommodation is security and affordability. Therefore, the study recommends that hotel owners and managers should definitely be security-conscious in the management of their hotels and always strive to give consumers more for less.
Keywords: Choice, Hotel, Price, Security, leisure guests