ABSTRACTS
The study was carried out to know the influence of Cultural Nuances in Buying decisions for Leisure Hotels. The main objective of the study were to examine the influence of Cultural Nuances in buying decisions for leisure Hotels, identify the reason why consumers chose a particular Hotel than the other and what attracts them to a particular Hotel than the other, benefits in creating the differences in Leisure Hotels. identify the problem associated in meeting Cultural Nuances, determine the best strategy that could be adopted in meeting the needs, The methodology was survey design, including questionnaire were used to collect data. The population for the study consist of 6,000 population, sample for the study consist of 375 respondents made up of guests, staff, and management of the selected Hotels, data for this research was generated using quantitative techniques, simple frequency, percentage were used to analyze the data generated for the research. The finding of the study reveal that the best strategy to buy consumers decision is by using cultural nuances to create differences in products and services of Leisure Hotels to solve the problems of conventional system in Leisure Hotels. Hence, that is done, it will enhance patronage, customer satisfactions, variety of product and services and innovations. For Leisure Hotels to be sustained, they should be innovative. It was recommended that Leisure Hotels product and services should be packaged according to the Cultural Nuances of the location of the Leisure Hotel, to promote Cultural products and services
TABLE OF CONTENTS
Title Page i
Declaration ii
Certification iii
Dedication iv
Acknowledgement v
Table of Contents vi
List of Tables viii
Abstract
ix
CHAPTER
ONE
1.0 INTRODUCTION
1.1 Background
of the Study 1
1.2 Statement
of the Problem 3
1.3 Objective
of Study 4
1.4 Research
Question 4 1.5 Significance
of Study
5
1.6 Scope
of the Study 6
CHAPTER
TWO
2.0 LITERATURE
REVIEW 7
2.1 Introduction
7
2.1 Conceptual
Framework 7
2.1.1 Cultural Nuances 7
2.1.2 Concept
of Consumer Buying Behavior 10
2.1.3 Concept
of Decision Making 11
2.1.4. Concept of Leisure
32
2.2.0 Theoretical Framework 33
2.2.1 Servqual Theory
33
2.2.1.1 Consumer
Behavior Theory 34
2.2.2 Self
Concept Theory 35
2.3.0 Related
Empirical Works 36
2.3.1 How
Guest Choose A Hotel 36
CHAPTER
THREE
3.0.
MATERIALS AND METHODS 38
3.1. Research
Design 38
3.2. Area
of Study 38
3.3. Population
for the Study 38
3.4. Sample
and Sampling Technique 38
3.5. Instrument
for Data Collection 39
3.6. Validation
of Instrument 39
3.7. Data
Collection Techniques 39
3.8. Data
analysis Techniques 39
CHAPTER
FOUR
4.1 PRESENTATION OF ANALYSIS 40
4.2 Analysis
of the Research Question which are Relevant to the
Research Objectives 42
4.3. Discussion
of Findings 45
CHAPTER
FIVE
5.0 SUMMARY, CONCLUSION AND RECOMMENDATION 47
5.1 Summary
47
5.1.1 Restatement
of the Problem 47
5.1.2 Description
of Procedures Used 47
5.1.3 Major
Findings 48
5.2 Conclusion
48
5.3 Recommendation
49
5.4. Contribution
to Knowledge 49
References 50
Appendices
LIST OF TABLES
Table 4.1: Nationality
of Respondent 40
Table 4.2: Distribution
of Respondent According to Sex 40
Table 4.3: Distribution
of Respondents According to Age 40
Table 4.4: Distribution
of Respondents According to their Marital Status 41
Table 4.5: Distribution
of Respondents According to Religion 41
Table 4.6: Distribution
of Respondent According to Designation/Post
42
Table 4.7: Reason
Why Consumers Choose a Particular Hotel than
the
Other and What Attracts those Most 42
Table 4.8: Response
to Question Two 43
Table 4.9: Problems
Associated in Creating Differences in Hotels? 44
Table 4.10: Best Strategy That Could Be Adopted In Creating Differences
in
Hotels 44
CHAPTER ONE
1.0 INTRODUCTION
1.1 Background of the Study
Cultural nuances are slight degree of
different shared pattern of behavior and interaction, cognitive constructs, and
effective understanding that are learned through a process of socialization. These
shared patterns identify the member of a culture group while also distinguishing
those of another group. Factors intervening consumer behavior consist of
cultural and economical factors, but also industry related factors; what the
destination has to offer (Lomine and Edmunds 32-33; McCabe 101).
People also connect to their cultural or
ethnic group through similar food pattern. Immigrants often use food as a means
of retaining their cultural identity. People from different cultural background
eat different foods, the ingredients, methods of preparation, preservation
techniques and types of food eaten at different meals vary among cultures. The
areas which families live and where their ancestors originated influences food,
like and dislikes. These food preferences results in pattern of food choice
within a cultural or regional group.
Many countries nowadays are using their
cultural nuances to attract customers to their leisure hotels. For example, the
Asians have for lay adopted chopping stick in their eating habit, the Italian
have Italianized their cuisine etc customers are attracted to the Chinese
cuisine because of their cultural differences, customers also mention Italian
cuisine often because of their cultural menu and so on.
In Africa, the South African and Kenyans
are today making waves because of their traditional based cuisines and leisure
facilities. Nigeria as giant of Africa seems to be lagging behind since she has
padded herself with foreign culture in most of her leisure facilities. This
attitude is not following the trend, as a result is making the leisure facilities
stagnant without any clear innovation in the areas of building a cultural
innovations. After all what attracts a customer to leisure is, the cultural
difference between what he knows and the areas he is visiting.
In addition to imparting food choices,
culture, also plays, a role in food related Etiquette as table of eating food
or meals at a table, some people eats with fork and spoon; more people use
fingers or chop sticks. Decision-making is a mental activity, which is an
integral part of planning and action taking his variety of contexts and at a
vast range of levels including, but not limited to Budgets, education planning
and policy making climbing the career ladder. (Mathew, Marvin R. (2011) explaining
cultural difference in decision making using decision theory C.R.C press
pp.17-33. people all over the world engaged in these activities. It is vital to
be aware of the underlying cross-cultural differences in buying decision making
for leisure hotels.
Buying decision for leisure Hotels is
based on different kinds of products and services being used, while buying
decisions for leisure hotels consumers use memories and previous experiences
from similar purchase to the new one. Nevertheless, consumers often need to
find some new products and services from different leisure hotels. Certain
products and services are well known that no outside information is needed.
(Solomon, 2002, 241).
There are different buying processes but
the most current models see the process as cognitively oriented. This means
that the customer makes choices of hotel based on conscious and rational basis
for leisure hotels with a different. the main thing to understand is that the
consumers is trying to satisfy a need (Kotler, 1977, 193).when buying the final
decisions, the process may vary from complicated strategies to quick and easy
decisions. It has been studied that consumers are more eager to choose products
with many different features. For example, leisure hotels with cultural
facilities, traditional dishes/cuisines, cultural dances and music and other
cultural difference will serve as a pull factors for customers or consumer. In
buying decision for leisure hotels which will leads to high patronage because
leisure hotels that were built based on the culture of the location of the
hotels makes it different from other leisure hotels. This is because consumers
wants or needs something different or new from the already known or old.
Consumers needs brands and innovation that is something different. No consumer
wants to spent his/her vacation on already existing experience. After making a
purchase, the consumer tends to compared the final outcome of the purchase to
the expectation he had beforehand. For example after a vacation, the consumer
usually comes up with an outcome on how the hotel choice matches his
expectations. The outcome of the purchase can be seen as an experience that
influences future consuming (Schiffman, 2012, 84-85).
1.2 Statement of the Problem
Over the years, hotel industry has been
operating on a conventional system that is a system of rendering the same
product and services to consumers of leisure hotels (no difference nor
innovation in product and services), without knowing that consumers nowadays make
decision for leisure hotels based on cognitive oriented; i.e consumers take
decision for leisure hotels based on conscious and rational bases for leisure
hotels with different features. What sustain a hotel is the ability to innovate/Brand
in their product and services and the development and success of any hotel lies
on the level of customer patronage. This study was designed to bring to limelight
some of the inadequacies that are facing the leisure hotel industry and the
hindrance in meeting the needs of the guests. Because of the high level of
competiveness in the hotel industry, the researcher pointed out the following
as the problem facing the hotel industry: Conventional system of operation in
product and services or homogenous system, Inability of the hotels to ascertain
and meet the relative needs of the guests from different cultural background. The
inability of the hotel to know why customers choose to be in a particular
establishment, and the inability of the hotel industry to know the right
promotional tools to use.
As the result of this,
many hotels may find it difficult to retain their clients. They also find it
difficult to face competition in the face of the present volatile economic
situation.
1.3 Objectives
of Study
The main objectives of this study is
generally to examine the influence of cultural nuances in buying decision for
leisure hotels. Specifically, the study has the following objectives:
1.
To identify reasons for
consumer’s choice of a particular hotel and what attract them most.
2.
To identify the reasons/benefits
in creating those differences in product and servicesin of leisure hotels.
3.
To identify the problems
associated in creating differences in leisure hotels.
4.
To determine the best strategy
that could be adopted in creating differencesin leisure hotels.
1.4 Research Question
1.
What are the reasons for
consumer’s choice of a particular hotels and what attract them most?
2.
What are the reasons/benefit
for creating differences in leisure Hotels?
3.
What are the problems associated
in creating differences in leisure hotels?
4.
What are the best
strategy that could be adopted in creating differences among leisure hotels?
1.5 Significance of Study
The following organizations/people will
benefit from this research work:
Customers
Staff
Establishment
Host
Community
Government
Customers:
The customers of the various Establishment will benefits a lots if the findings
of this study will be fully implemented such as: Gaining new experience, buy
decisions for the best product and services, to satisfy their various needs, Hence
the product and services of hotels are distinguished with cultural nuances, it
will now create variety and new experience from different hotels for customers,
because all their product and services has different feature. It will also help
the customers to make a wise decisions in choosing hotels with a different
features
Staff:
The staff of the various Establishment will benefits: regular payment of
salaries, promotion, appraisal and other job benefits and entitlements because
the establishment is maximizing profit.
Establishment:
since the establishment is flourishing, the progenitors will benefit his/her
return on investment from the establishment; which enable him to solve other
problems; the establishment will also get enough resources to pay staff
salaries and other problems.
Host
Community: The host community will benefit all
their entitlements from the establishment as agreed. Such as free electricity,
free medical care and free bore water because the establishment is maximizing profit.
Government:
the government will benefit: by receiving their annual tax and rate from the
establishment which will be paid to the ministry of internal revenue by the
establishment.
1.7. Scope of the Study
This study is restricted to the selected
hotels in Umuahia, Abia State, on The Influence of cultural nuances in buying
decision for Leisure Hotels. Because of the homogenous system of operation in
Nigerian Leisure Hotels.
Login To Comment