ABSTRACT

This study examined the effect of marketing innovations and customer acceptability of Selected Hotels Services in Umuahia Metropolis, situated in Abia State, Nigeria. Data for this research were collected through a well-structured questionnaire distributed to 200 respondents, with 200 completed and retrieved, forming the basis for analysis. Descriptive statistics were employed to address the research objectives, and multiple regression analysis was carried out using SPSS version 24 to estimate the relationship between green management and sustainability in the hotel industry. The findings of the study shows that majority of the respondent are between the ages of 30-39 (42.9%), majority of the respondents are married 86 (53.4%), all respondents involved in this study has one form of education to another and majority of the respondent have 10 years and above at 57(35.4%). The study's findings indicated that, Product innovation has a significant influence on customer acceptability of hotels in Umuahia metropolis, Price innovation has a significant influence on customer acceptability of hotels in Umuahia metropolis, Promotion innovation has a significant influence on customer acceptability of hotels in Umuahia metropolis and Process innovation has a significant influence on customer acceptability of hotels in Umuahia metropolis. These findings showcased innovation as a primary tool in the marketing decision variables of a firm and effective in the marketing of consumer products, Conference Hotel, Green Legacy Resort and Park Inn in particular. Every marketing variable of any business concern must be evaluated in terms of the contribution it makes to the growth of the business. By virtue of this study, it has been discovered that innovation shapes a consumer’s perception about a product/service. As the business environment is becoming more challenging and risky, business organizations are failing as a result of poor decisions and low patronage, it’s no doubt therefore, to say that innovation could help increase the demand for a product/service by making it popular in the minds of the consumers.