Online Marketing Attributes And Hotel Guests' Loyalty: Evidence From Nigeria
2021
Uboegbulam Gideon C., John N. Ekeke

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Online Marketing Attributes And Hotel Guests\u0027 Loyalty: Evidence From Nigeria Image
Abstract

The study examined the relationship between online hotel marketing attributes(ease of use and security) and guest loyalty (guest satisfaction and repeatpatronage) in the hospitality industry in Port Harcourt, Rivers State, Nigeria. Thedescriptive survey research generated primary data from a sample of 150 guestswho patronised the hotels selected for the study using a well-structuredquestionnaire containing 14 items, with four demographic items. To validate thefour hypothesised relationships, inferential statistics was conducted with thehelp of SPSS. The result of the inferential statistical analysis showed that thetwo online hotel marketing attributes individually had direct positive significanteffect on guest satisfaction and repeat patronage. Academic and practitioners'implications are provided.

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