BRAND REPUTATION AND HOTEL COMPETITIVENESS: AN EVALUATION OF SELECTED HOTELS IN PORT HARCOURT, RIVERS STATE NIGERIA

Abstract

The aim of this study was to investigate the relationship between brand reputation and hotel competitiveness. The study adopted the quasi-experimental research design and simple random sampling technique in selection of research participants. A closed ended questionnaire was designed in a four-point Likert scale and administered to 126 guests of the selected hotels. Analysis was conducted using Pearson’s product moment correlation and the findings of the study revealed that there is a significant relationship between service quality and Guest Satisfaction, service quality and increased patronage, corporate social responsibility and Guest Satisfaction, corporate social responsibility and increased customer patronage. The study recommended that hotels should make sure that their services are of quality and it matches guests expectations as doing this will cause the guests to say good thing about them and ultimately bring them more businesses and also that hotels should also consider to interact with their host communities by engaging in some social works that will improve the lives of their host communities.