Star Rating Attributes and Accommodation Performance of Upmarket Hotels in Abuja Territory, Nigeria
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Star rating is recognized as symbol of quality and a necessary requirement to provide precise assessment of accommodation status of upmarket hotels. In star rating, certain attributes are used as benchmark for accommodation standards of upmarket hotels. However, instances of star rating inconsistencies of upmarket hotel accommodation may not only misinform customers but lead to their dissatisfaction and inversely affect capacity utilization of room products and services. Also, the increasing demand from customers for high quality of accommodation facilities and services has modified the concept of accommodation performance to tilt towards room efficiency and customer satisfaction. Therefore, the study examined the relationship between star rating attributes and regulatory control on accommodation performance of upmarket hotels in Abuja Territory, Nigeria. The specific objectives established the relationship between study variables of quality of room facilities, service quality, hotel ambience, business service mix, regulatory control and accommodation performance of upmarket hotels. The study viewed accommodation performance from non-financial perspective and adopted theoretical framework of importance performance analysis theory, service quality model and socio economic theory of regulatory compliance. A cross sectional descriptive survey design involving both quantitative and qualitative approaches was used for the study. The target population involved all upmarket hotels and hotel regulatory agencies in Abuja Territory, Nigeria. Sampling frame was drawn from upmarket hotel general managers, front office managers, guests and heads of hotel regulatory agencies in Abuja Territory, Nigeria. The sample size of 400 respondents was involved through stratification of upmarket hotels and a systematic sampling procedure was used to select sampled respondents. Simple random sampling was used to select upmarket hotel general managers while purposive sampling was used to select front office managers and heads of hotel regulatory agencies. A proportionate and convenience sampling technique was used to select respondents from guests from each stratum of the upmarket hotels. The instruments involved in data collection included questionnaire, interview schedules and secondary information. Data collected were analyzed using descriptive statistics to determine variable characteristics of the study while factor analysis was used to ascertain associating and convergent variable factors. Pearson correlation was used to establish pattern of relationship and association of the study variables while linear regression analysis was involved to determine significant variable predictors and test hypotheses of the study. The Pearson correlation matrix results indicated quality of room facilities (r=-0.286, p=0.000) service quality (r=0.237, p=0.000), hotel ambience (r=0.123, p=0.015), business service mix (r=0.082, p=0.107) and regulatory control (r=0.260, p=0.000) all had positive relationship and association with accommodation performance. The regression analysis coefficient of R=0.378 and adjusted squared coefficient of R2= 0.132 were established which implied that the study variables explained 13.2% of the variations of accommodation performance. The study revealed three significant variable predictors of quality of room facilities, service quality and regulatory control and concluded that an improvement in these predictors will cause positive significant changes in accommodation performance. The study therefore, recommends these significant variable predictors for implementation in achieving better accommodation performance of upmarket hotels in Abuja Territory, Nigeria.