ONLINE MARKETING ATTRIBUTES AND HOTEL GUESTS’ LOYALTY: EVIDENCE FROM NIGERIA
Keywords:Ease of Use, Security, Geust satisfaction, Repeat Patronage
The study examined the relationship between online hotel marketing attributes
(ease of use and security) and guest loyalty (guest satisfaction and repeat
patronage) in the hospitality industry in Port Harcourt, Rivers State, Nigeria. The
descriptive survey research generated primary data from a sample of 150 guests
who patronised the hotels selected for the study using a well-structured
questionnaire containing 14 items, with four demographic items. To validate the
four hypothesised relationships, inferential statistics was conducted with the
help of SPSS. The result of the inferential statistical analysis showed that the
two online hotel marketing attributes individually had direct positive significant
effect on guest satisfaction and repeat patronage. Academic and practitioners’
implications are provided.
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