The Influence of Cleanliness and Location on Consumer Choice of Hotels: A Nigerian Study

Abstract

This study was conducted to establish a framework of the determinants of leisure guests’ choice of hotels in Awka, Anambra State, Nigeria. The study became necessary owing to the fact that there is a dearth of empirical studies that examined the determinants of customer choice of hotels in any of the different segments of the hotel industry in the Nigerian context. Multiple regression analysis was used to test the hypotheses with the aid of SPSS Version 20.0 software at 5% level of significance. The result from a convenience sample of 246 respondents who lodge in hotels in Awka metropolis show that the two factors investigated namely cleanliness and location influence consumer choice of hotels. More importantly, cleanliness has more influence than location. A key recommendation is that the regulator in the hospitality and tourism industry in Nigeria should liaise with health authorities to carry out periodic hygiene inspection on cleanliness and hygiene practices of hoteliers.

Leisure Guests’ Perceptions of Price and Security: The Case of Awka, Nigeria

“…On the contrary, most Nigerian studies carried out in this domain were not focused on specific target markets in the hotel industry (e.g., Nduka, Okocha &Chris-Nnamchi, 2017;Oladele, Yakibi, Akinruwa & Ajayi, 2019;Anetoh, Ndubuisi, Okeke, Ogbunuju, Oranye & Eboh, 2022). The very few indigenous studies carried out specifically in the leisure guests' market (e.g., Ogbunankwor, Chendo & Nwangene, 2022;Ogbunankwor, Nwangene & Chendo, 2023) were limited to investigating the influence of cleanliness and location on consumer choice of hotels on the one hand, and investigating the influence of facilities and customer service on consumer choice of hotels on the other hand, thereby leaving out additional factors such as price and security. As a result, this study attempts to bridge this gap in the literature.…”

“…Others include the online shopping industry (Peng & Kim, 2014) and flea market industry (de Villiers et al, 2017). More importantly, several researchers have applied the S-R model or its extensions in their studies carried out in the hospitality and tourism industry (e.g., Nunthiphatprueksa, 2017;Saengchai, Thaiprayoon & Jermsittiparsert, 2019;Chen, So & Hu, 2021) and particularly the hotel industry (Jani & Han, 2015;Njegus, Zivkovic & Llijevski, 2016;Alipour, Amelshahbaz, Safaeimanesh, Peyravi & Salavati, 2021;Chen, Wang, Lyu & Zhang, 2022;Ogbunankwor et al, 2022;Ogbunankwor et al, 2023). Nevertheless, Kanagal (2016) proposed an extended stimulus-response model of behavioural processes in consumer decision making.…”

“…In addition, Anetoh et al (2022) found security, location, physical facility, rooms quality, electricity, service delivery and accommodation as crucial factors influencing consumer choice of hotels. An eighth study (Ogbunankwor et al, 2022) found that cleanliness and location influence consumer choice of hotels. Finally, Ogbunankwor et al (2023) found that facilities and customer service influence leisure guests' choice of hotels.…”

“…An eighth study (Ogbunankwor et al, 2022) found that cleanliness and location influence consumer choice of hotels. Finally, Ogbunankwor et al (2023) found that facilities and customer service influence leisure guests' choice of hotels.…”

“…Apparently, apart from Ogbunankwor et al ( 2022) and Ogbunankwor et al (2023), most studies on hotel choice selection in Nigeria were not carried out according to market segments (leisure guests, transient business travellers, meeting and convention customers). Moreover, the current literature suggests that price and security are one of the most highlighted factors influencing consumer choice of hotels.…”