HOTEL BRANDING AND PATRONAGE OF SELECTED 3-STAR HOTELS IN PORT HARCOURT
Abstract
This study examined the relationship between hotel branding and customer patronage of selected 3-star hotels in Port Harcourt. Two hypothesised relationships were formulated, with quality customer service and brand positioning serving as the dimensions of hotel branding. The study adopted the quasi-experimental research design and quantitative research approach and a causal design to test the influence of branding on components of customer patronage. The study population was hotel guests from registered 3-star hotels with the Commercial Department of the Rivers State Ministry of Commerce and Industry, Port Harcourt as of February 2020, with a sample size of 224 determined with Freund and Williams formula for unknown population The study hypotheses were analysed using Pearson’s product-moment coefficient which showed a positive and statistically significant relationship between the two hotel branding dimensions and customer patronage of 3-star hotels in Port Harcourt. The study concluded that a thought-out branding strategy can improve the 3-star hotel patronage in Port Harcourt and branding can further improve the effect on corporate reputation and image of the hotel. The researchers recommended that (i) Hotel managers should focus predominantly on branding those appeals to their target audience to ensure that their hotels address adequately patronage intentions and patronage actions to enhance customer patronage. (ii)Managers of hotels should position strategically, the components of branding to improve customer patronage.
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