PERCEPTIONS OF PATRONAGE IN HOTELS ACROSS IBADAN METROPOLIS, OYO STATE, NIGERIA

This study examined the perceptions influencing patronage of hotels in the Ibadan metropolis of Oyo State. Specifically, it concentrates on the determinants of tourists’ satisfaction with hotel service delivery. The study is a descriptive survey design. Four hundred and sixty-two (462) patrons of hotels located within the Ibadan metropolis were sampled. A self-report questionnaire containing items on quality of facilities, road network, ambience condition, spatial layout, physical space dimension, safety and security (overall reliability = 0.87alpha). Data was analysed using frequency counts, simple percentages, Charts, and multiple regression analysis. Three hypotheses were tested at a 0.05 level of significance. More than half (50.7%) within the age bracket of 37–48 years, followed by 49–54 years, while the least was recorded for the age bracket of 19–36. The majority of the respondents were females (61.6%), Pattern shows that 12.3% frequently patronize the hotels, 38.4% once in a while and 49.3% were first timers. Psycho-social and environmental perceptions; quality of facilities, road network, ambience condition, spatial lay-out, dimension of physical space, safety and security were significantly endorsed as reasons for hotel patronage in the study area. Facility quality, parking space, security and safety, ambience condition, dimensions of physical conditions, spatial layout, and signs and symbols were significantly and positively related to the level of patronage of hotel services. Facility Quality (β = .19, t(456) = 3.73, p < .01), Parking Space (β= .16, t(456) = 3.28, p < .01), Road Network (β = -.16, t(456) = -2.82, p < .05), Security and safety (β = .14, t(456) = 2.79, p < .01), Spatial Layout (β = -.12, t(456) = -2.22, p < .01) and Sign and Symbol (β = .16, t(456) = 2.76, p < .01) significantly predicted hotel patronage. F (5,452) = 11.52, p< .01. (R2 = .169, R2adjusted = .155, p = .00). Facility quality and hotel physical and ambience influence the level of patronage. It is therefore suggested that hotels use influencers such as celebrities, on-air personalities, and social media to promote their services. They should ensure the adequacy of these technical amenities in their hotels and also ensure the efficacy and efficiency of these facilities