Influence of strategic management responses on revenue maximisation in 3-5 star rated hotels in selected regions, Ghana
| dc.contributor.author | Adanse, John | |
| dc.date.accessioned | 2025-02-24T06:29:07Z | |
| dc.date.available | 2025-02-24T06:29:07Z | |
| dc.date.issued | 2024-10 | |
| dc.description | A research thesis submitted in fulfilment of the requirements for the award of the degree of doctor of philosophy in hospitality management in the school of business, economics and tourism of Kenyatta University, October, 2024 Supervisors: Dr. Rosemarie Khayiyah Dr. Vincent Maranga | |
| dc.description.abstract | The inability to generate sufficient income to support business operations poses a significant challenge to an organization's ability to maintain profitable operations. To secure sufficient resources for smooth operations and keep successful organisations afloat, revenue-maximisation strategies are adopted. The purpose of this study was to explore the influence of strategic management responses on revenue maximisation in 3-5 star-rated hotels in selected regions of Ghana. The study objectives were: to examine the strategies adopted to achieve optimum room occupancy during the slack period to maximise revenue; to explore reservation strategies adopted by management to maximise revenue; to assess diversification of product and service strategies adopted to maximise revenue; to determine strategic human resource practices adopted to maximise revenue; and to examine the moderating effect of government policies on the relationship between management responses and revenue maximisation in 3-5 star-rated hotels in selected regions of Ghana. A cross-sectional descriptive survey was adopted, where questionnaires, interviews and secondary sources of data were used. The study population were 552 respondents comprising general managers, departmental heads and key informants and a sample of 496 respondents. The qualitative data was cleaned, coded and summarized into themes, while descriptive and inferential analyses were conducted on the quantitative data. Descriptive analysis was performed on demographic data. This study investigates the influence of strategic management practices on revenue maximisation in 3-5 star hotels in selected regions of Ghana, using the multiple regression method. Pre-regression tests showed that revenue maximisation is not normally distributed-Shapiro-Wilk: W = 0.938; P = 0.001; hence, non-parametric kernel regression was adopted. Multicollinearity test had insignificant issues regarding predictor variables, VIF less than 5. Such a regression model explained 89.9% of variance in revenue; (R² = 0.899). This confirms that there are significant effects, as indicated by ANOVA at F = 694.950, P < 0.001. This specifies that predictor variables have a significant influence on revenue maximization. The multiple regression analysis found that most of the β-values (beta coefficients) were positive, indicating significant positive relationships between the predictor and independent variables except for government policies, which showed a negative relationship. Key predictors from the obtained regression equation were room occupancy, reservation, diversification, and human resource strategies. Additionally, a hierarchical regression analysis was used in ascertaining the effect of strategic management responses on hotel revenue, which explained 85% of changes in revenue (R = 0.909). When government policies were included, the explanatory power went up to 89%; R² = 0.890), while interaction terms added another 4%, indicating policy importance. The study concludes that high corporate taxes and interest rates hinder the growth of Ghana’s hotel industry. The study recommends that the Ministry of Tourism, Arts, and Culture should come up with taxation laws that support the growth of the hotel industry in Ghana | |
| dc.identifier.uri | https://ir-library.ku.ac.ke/handle/123456789/29632 | |
| dc.language.iso | en | |
| dc.publisher | Kenyatta University | |
| dc.title | Influence of strategic management responses on revenue maximisation in 3-5 star rated hotels in selected regions, Ghana | |
| dc.type | Thesis |