LOCATION: AN ANTECEDENT FACTOR OF CUSTOMER PATRONAGE AMONG SELECTED HOTELS IN SOUTHWEST, NIGERIA

Abstract

Study examine location as antecedent factor of customer patronage among selected hotels in southwest, Nigeria. Explanatory variables like convenient location; conducive environment; good access road and secure environment were used to explain the predictive effect of location on customer patronage of the hotels. Methods adopted includes descriptive via structured questionnaire; heterogeneous purposive sampling technique and multiple regressions analysis. Total numbers of 69 hotels across all sizes, ranging from one to five stars were sampled with the population of 5,070. Descriptive results showed that male have the highest value of patronage. Customers within the age bracket 31-40 patronised more than any other age groups. Married customers take the lead of hotels patronage, also customers with University qualification top the lead of patronage among other qualifications. While highest value years of experience were attributed to ages 31-40. Besides, data analysis unveiled that among the predictive factors convenient location take the lead. This is follow by good access roads; conducive environment and secure environment. In conclusion, good location is considered as the most viable influential factor that capable of attracting more customers’ patronage in hotel business.