ABSTRACT

This work is based on "Factors that affect the guest choice of hotel in Umuahia". A

study of selected hotels in Umuahia, Abia State. The reason of this work is to bring

lime light or enlighten us on the factors that influence guest choice and various

factors in meeting the need of customers. In conducting this research, the objectives

include to ascertain if the hotel facilities are properly maintained. To find out the

extent of guest satisfactions. To identify those factors that influence positively guest

choice of hotel to determine what attracts guest most in the hotels. To determine

what discourages guests most in the hotel. The population for the study comprises

of 120 guest, questionnaires were distributed to 40 guests of Villa Roy Hotel,

Dam grate Hotel and Demerit Hotel respectively. The sample size for the study

considered is 92 guests of the respondents of the questionnaire which was used for

data collection. Percentages were used to analyze data collected from the study and

simple sampling techniques are analyzed using the chi-square (x 2) method of data

analysis which gives result to the following findings. Customers do not choose hotel

spontaneously rather they are influenced by certain factors such as location, quantity

of the hotel products and services, quality staff, facilities offered, stable power

supply, security, spending power, economy and socio-cultural affiliation etc. Prompt

services delivery and behaviour influences and affects guest choice. There is

significant difference between guest's expectation and their satisfaction and also a

relationship between customer's patronage and facilities offered. Hence, the result of

the findings indicate that guest patronage to a hotel is based on the way the guest

being attended to, also some of the hotels are lacking in the aspect of maintenance.

Architectural design and attractive state of the hotel motivates guests to patronize

such hotel and recommend others to patronize it. The following recommendations

were made: hoteliers should try to know the type of customers that are attracted to

their hotels by identifying those factors that affect choice and also they should be

customer-oriented when goods and services are planned in order to provide

adequate services that will satisfy guest wants. The hotel establishment should

make adequate provision for trained personnel, such as the public relation and

human resource manager in handling the various guests that patronize the

establishment which creates a free and cheerful rapour between staff and customer,

in order to ensure contiguous patronage. Finally, service providers should meet the

taste and approval of various ethnic groups that make up their customers.