The Influence of Hotel Facilities on the Strategic Posture of Business Hotels in Kenya

Abstract

The quality of tangible aspects which creates the service scape is one of the requirements needed to build a competitive brand image of firms in the hospitality industry. Therefore the quality of hotel facilities can be a source of competitive advantage if well managed. This study sought to determine the weather physical hotel facilities influenced the strategic posture adopted by hotels. The researcher selected corporate hotels where Meetings, Incentives, Conventions and Events (MICE) were held. The data was from a sample size of 191 corporate hotels which was 77% response rate, collected using structured questionnaires which were administered through drop and pick method with manager's as the respondent and focus group discussion with hotel employees.  Analysis was descriptive to determine the posture the hotels took and the binary logistic model to determine if the hotel facilities determines strategic posture. The study found that physical facilities create an impression of the quality of service hotel is capable of offering which in turn determine customer buying decision behavior and the actual buying for business clients. The study found that hotel facilities influenced hotels risk-taking behavior, proactiveness, innovativeness and aggressiveness.