ABSTRACT

 The problem that instigated this study is the apparent knowledge gap in literature that seeks to document any empirical evidence of the factors that stimulate loyalty behaviour among customers of hotel services in Anambra State. The main objective of this study was to determine the major drivers of hotel choice, to ascertain if the drivers of hotel choice differ by gender, to find out if the drivers of hotel choice differ by occupation, to suggest strategies to hotel managers on how to increase guest patronage. Data for the research was generated using a well-structured five-point Likert scale questionnaire allocated to guests of hotels in the study area. The data was analysed using descriptive analytical tools such as frequencies and percentages, mean and standard deviation. The sample size for the study was 196 respondents which were distributed amongst three hotels. The major findings of this study revealed that the respondents disagreed with price which had a mean of 3.81, the respondents also disagreed on service style which had a mean of 2.89, the respondents also disagreed on the purpose of visit as not important on guests choice by occupation with a mean of 2.85 and the respondents all agreed on the strategies recommended to hotel managers with an overall mean of 2.86. Findings indicate that there is a strong positive relationship between these principal factors and guest choice of hotel. The researcher recommended that the hotel should structure there service along the principal component, that the management need to improve the hotel patronage by putting in place internet services, safety and security, ease of reservation, and that the State Government should also help in providing necessary infrastructures such as electricity, good roads to create easy accessibility to the various hotels.