Abstract
This paper tested a structural model that examines the proposed relationships between hotel attributes and hotel choice in respect to customers in Port Harcourt, Rivers Nigeria. The study used a structured questionnaire hence, a quantitative research design. Multiple regression analysis was used for analysis of data collected using statistical package for social science (SPSS) software version 23. The result shows that all the six hotel attributes have positive and significant relationship with customer’s hotel choice behavior in respect to the study area. Result further validates the proposed Hotel Choice Indicators (HCI) Model for hotels in Port Harcourt City. This study contributed to the body of knowledge by proposing and validating the HCI Model for hotels in an emerging economy and Port Harcourt City in particular. It authenticates attribute that influence hotel choice behavior among hotel patrons in Port Harcourt. The study also increased the explanatory power of the push-pull theory in explaining hotel choice attribute or attributes in an emerging economy.
Highlights
The needs for people to travel outside their places of abode have increased tremendously in recent years (Igbojekwe, et al 2013; Bello, 2015)
The 61 items hotel choice attributes instrument developed by Choosrichom (2011) to determine attribute influencing the choice of hotels/Resorts in Lanta Yai Island, Krabi, Thailand by international travelers were adopted and modified into 11 attributes (Location -1 item; Hotel tariff- 2 items; Safety and security- 4 items; Physical environment 5 item; staff behavior – 3 items)
In terms of the strength of the relationship, the results shown that hotel location has a low and positive relationship (r = 0.241), Tariff Structure, Service Conveniences, and Safety and Security has a medium and positive relationship (r = 0.357), (r = 0.373), and (r = 0.373) respectively
Summary
The needs for people to travel outside their places of abode have increased tremendously in recent years (Igbojekwe, et al 2013; Bello, 2015). PricewaterhouseCoopers (2015) reported that Nigerian hotel room revenue expanded at 22.6% compound annual rate of $US1.1 billion in 2018 from $448 million in 2014 This implies that hotel industry in Nigeria gears up to impact the national economy through corresponding revenue (Nikki, et al, 2015). Average occupancy percentage in this context implies a statistical index used to determining the percentage of rooms available to total rooms sold (Bello & Bello, 2017) It represents the physical capacity utilization of accommodation facility used to assess the degree of performance of hotels (Igbojekwe, 2008). Average occupancy percentage is a practical alternative approach, in view of the reluctance of hotel managers to provide details on financial hotel performance (Sun & Lu, 2005) Report has it that Nigerian hotel industry accounted for 49.8%, 44.7%, 43.6%, 42.4%, and 42.6% occupancies in 2014, 2015, 2016, 2017, and 2018 respectively (PricewaterhouseCoopers, 2017). The implication of this trends is that the physical capacity of hotel accommodation in Nigeria are underutilised, resulting in revenue loss, and low organisational productivity
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