Star Rating Attributes and Accommodation Performance of Upmarket Hotels in Abuja Territory, Nigeria
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Date
2018-09
Authors
Adedipe, Abioye
Journal Title
Journal ISSN
Volume Title
Publisher
Kenyatta University
Abstract
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.
Description
A Thesis Submitted in Fulfilment of the Requirements for the Award of the Degree of Doctor of Philosophy in Hospitality in the School of Hospitality and Tourism of Kenyatta University