THE INFLUENCE OF COMPETITIVE AGGRESSIVENESS ON HOTEL PROFITABILITY IN PORT HARCOURT, NIGERIA

Competitive Aggressiveness and Organizational Profitability in Hospitality Firms in Port Harcourt. The population of this study was 1,764 from fifty (50) indigenous hotels in Port Harcourt metropolis. Th e sample size of 326 employees of hotels in Port Harcourt metropolis was obtained using the Taro Yamane’s formula for sample size determination. The study adopted the cross-sectional survey in its investigation of the variables and applied both descriptive and inferential statistical techniques. The hypothesis was tested using the Spearman Rank Order Correlation Coefficient . The tests were carried out at a 95% confidence interval and a 0.05 level of significance. The reliability of the instrument was achie ved through the Crombach Alpha coefficient with competitive aggressiveness having 0.793 and organizational profitability having 0.895. The result of the findings revealed that competitive aggressiveness has a significant positive relationship with organizational profitability of hotels in Port Harcourt. Based on empirical findings, the study concludes competitive aggressiveness has a significantly influences organizational profitability. The study thus recommended that hotels should build on their distinctive competitive advantage so to sharpen their competitive aggression in the industry