THE IMPACT OF INSECURITY ON THE HOSPITALITY INDUSTRY IN GUSAU METROPOLIS: A CASE STUDY OF HOTELS

The hospitality industry plays a vital role in the global economy, contributing significantly to GDP and employment, particularly in Nigeria. Despite its growth potential, insecurity in Zamfara State poses substantial threats to this sector. This study investigates the effects of insecurity on hotels in Gusau Metropolis, focusing on financial performance, customer preferences, and management strategies. Data collected through a questionnaire from hotel managers, staff, and guests were analysed using descriptive and inferential statistical tools. The findings indicate that insecurity has resulted in decreased occupancy rates and revenue for hotels, with 54.3% and 57.5% of respondents reporting adverse impacts, respectively. Additionally, safety concerns shape customer choices, as 70% indicated that insecurity influences their hotel selections, and 80% avoid high-crime areas. Hotel managers have implemented various strategies to mitigate these challenges, including enhanced security personnel, surveillance systems, and regular staff training. Findings suggest that transparent communication about safety measures is crucial for building guest confidence. Overall, the study highlights the need for hotel operators to prioritize safety through comprehensive strategies that address the challenges posed by insecurity, ensuring the sustainability and growth of the hospitality industry in Zamfara State. Recommendations include enhancing physical security measures, implementing ongoing staff training, and fostering collaboration with local authorities to create a safer environment for guests.