Hotel Patronage in Enugu, Nigeria: Determining Factors for Preference

Proliferation of hotels in different states of Nigeria, Enugu State inclusive poses a great challenge to the hotel owners and Managers in their quest to attract guests. This study is prompted to establish the determinants of guests preference for hotels in Enugu State. Hotels
for the study were selected from the three senatorial zones of Enugu State for the study. Staff and guests of the selected hotels made up the respondents. The sample size of the study was 312. The study adopted survey design. Questionnaire was used and consent was obtained from all the participants before administering the questionnaire. Questions posed to the respondents were whether; convenience, brand image and service trust significantly and positively determine guests preference for hotels in Enugu State. The result affirmed that convenience, brand image and service trust significantly and positively determine guests’ preference for hotels. The study concluded that guests normally prefer hotels with the best convenience, good brand image and service trust whenever selecting hotels. The owners and management of hotels are encouraged to enhance hotels convenience, brand image and service trust as a way
of gaining competitive advantage.