The Influence of Hotel Attributes and Travellers' Socio-Demographic Characteristics on Hotel Selection in Ilorin Metropolis

Abstract

Predicting factors influencing travellers' hotel selection is a tough task, given that it is influenced by several variables. Thus, hoteliers' ability to manage travellers' hotel preference requires a thorough understanding of both the tangible (physical facilities, equipment, personnel and communication materials) and the intangible (employees' skills and knowledge of the service, security level, materials that can attract visitors' features and influence their selection choice). In order to assist hotels with an empirical understanding of hotel attributes that influence travellers' hotel selection, this quantitative study examines the influence of hotel attributes and travellers socio-demographic characteristics on the selection of hotels in Ilorin metropolis. With a modified questionnaire that was developed from previous studies, data were collected from 322 travellers, selected via probability sampling from seven purposively selected hotels in the study area. Analyses of data revealed that 67% of hotel attributes that were adopted are very significant in travellers' hotel selection. The average mean scores of foremost hotel attributes as perceived by the respondents is safety/security(3.41), live music/other forms of live entertainment(3.35) uninterrupted power supply (3.21), cleanliness of the hotel surroundings (3.17), the quality of in-room amenities (3.16), free internet services (3.11) and, employees' behaviour (3.10). The outcome of the Multiple Regression Analysis (MRA) used in testing the influence of respondents' socio-demographic characteristics of hotel selection at 0.05 level of significance shows that respondents' religion, usual residence as travellers' and income are influential to respondents' preference of hotel attributes. In contrast, respondents' gender, age, marital status, occupation and educational attainment do not have an influence on their preference for hotel attributes. One major recommendation of this study is that hoteliers should carry out a periodic assessment of travellers' perception of hotel attributes that is attracting them. This is important for attaining the guests' satisfaction. In turn, an improvement in guests' loyalty which is seriously needed to stay in business in this highly competitive market, as well as other benefits of providing guests with acceptable services can be achieved.