Effects of Location on Hotels Patronage in Ado Ekiti, Ekiti State.

Student: Oluwabusayo Lydia Adetunji (Project, 2025)
Department of Tourism and Hospitality Management
Ekiti State University, Ado-Ekiti, Ekiti State

Abstract

This study aims to examine the importance of tourism in the economy of Ekiti State, South West Nigeria. A survey was carried out in 6 local government areas in the state using multi-stage sampling approach. A sample size of 200 was used in line with recommendations in (Barrett and Kline, 1981; Aleamoni, 1976). 200 questionnaires were received and 196 was validated after data clearing. The result reveals that the respondents did not perceive strongly on the contributions of tourism to employment generation, income provision and infrastructure development in Ekiti State. Practical and theoretical contributions of the study are discussed, with future research suggested. The study adopted survey design. Questionnaire was used and consent was obtained from State. The result affirmed that convenience, brand image and service trust significantly and positively determine guests' preference for hotels. The study concluded that guests normally prefer hotels with the best convenience, good brand image and service trust whenever selecting hotels. The owners and management of hotels are encouraged to enhance hotelsconvenience, brand image and service trust as a way of gaining competitive advantage.

Keywords
Hospitality industry tourism development hotel challenges sustainable tourism tourist patronage socio-economic impact hotel management
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