EVALUATION OF GUESTS’ PREFERENCES FOR BUDGET HOTELS IN THE FANTEAKWA SOUTH MUNICIPALITY

Abstract

For many people, the choice of budget hotel for accommodation is fundamentally beyond budget concern, but a firm comprehension of these aspects is literally less explored. There has been little research done to understand customers' preferences in selecting budget hotels as a mode of accommodation. The study looked at investigating the fundamental attributes of budget hotels that customers prefer, determining the importance of budget hotel attributes in terms of customer overall satisfaction, and examining the factors that influence customers’ intentions to revisit budget hotels. The study employed a descriptive research design and convenience sampling technique, which sampled 100 individuals in the Fanteakwa South Municipality. Data was collected from the respondents using questionnaires and analyzed with the help of Statistical Package for Social Sciences (SPSS) version 27. Out of 100 questionnaires distributed, only 92 usable questionnaires were received, representing a response rate of 92.0%. The study revealed that most customers or guests prioritize a clean and comfortable guest room for a more pleasant and relaxing stay, an easy method of making reservations, a car parking space due to the importance of secure parking in urban areas, a fan in the room due to the tropical climate, cleanliness within the hotel compound and rooms due to the fundamental importance of hygiene and sanitation, customer loyalty/repeat business which offers the chance to secure discounted rates, affordable prices, convenient access to the hotel which saves time and enhances the overall travel experience, and a good price range for guest rooms. The study also concluded that value for money is the most prominent factor or attribute, especially when customers decide on selecting budget hotels for their stay and possibly want to repeat their stay in the same accommodation. It was recommended that hoteliers be aware that even though the general amenities, product/service, and staff are not the central factors leading to customers’ choice of accommodation, the absence of good product/service and staff, as well as adequate general amenities such as hotel facilities, room facilities, and room quality, will lead to customers' dissatisfaction. They should provide clean and comfortable guest rooms and a variety of facilities in guest rooms to meet customers’ needs and make them satisfied. It was also recommended that budget hotel operators should also focus on promotion in the lodging business, such as discount packages for popular events held at the hotel (weddings, honeymoons, festivals, etc.), distributing loyalty cards (VIP cards), giving discounts to online reservation customers, and making attractive advertisements or promotions to attract customers.