TOURISM MARKETING STRATEGIES AND CUSTOMERS' SATISFACTION IN LUXURY HOTELS IN CROSS RIVER STATE, NIGERIA

Abstract

The study examined tourism marketing strategies and customer satisfaction in luxury hotels Cross River State. The broad objective of this study was to examine the effect of tourism marketing strategies and customer satisfaction in Cross River State. The specific objectives were to evaluate the relationship between service differentiation, price competitiveness and customer engagement as dimensions of tourism marketing strategies on customers (tourists) satisfaction in Cross River State. The study adopted the survey research design; data were collected through the aid of a structured questionnaire. Research questionnaire was structured according to the research questions and distributed to the sample population of Two hundred (200) respondents in five luxury hotels in Calabar Metropolis. One hundred and fifty one (151) research questionnaires were retrieved while forty nine (49) research questionnaires were not retrieved. Mean and standard deviation was used to analyze the quantitative data, coding was done in the Statistical Packages for Social Science (SPSS Version 23). Multiple Regression analysis was used to estimate the existence of relationship among variables. The study revealed that there was significant and positive relationship between service differentiation, price competitiveness and customer engagement and customer satisfaction in luxury hotels in Cross River State. It was however recommended that  managers of luxury hotels should ensure that services offered goes beyond basic upgrades, they must deliver service that have personal relevance, innovation, emotional resonance, and social value. It’s only in doing these that they can boost customer satisfaction thereby meeting and exceeding unique expectations in memorable ways; that managers of luxury hotels should adapt value-based pricing models, where prices reflect perceived customer value rather than just cost structures. Doing this, will enhance satisfaction by aligning pricing with guests' expectations of exclusivity, quality, and personalized experiences; and that Staff should be encouraged to proactively identify guest needs, respond promptly to request/feedback, and build rapport. This personal touch will enhance the perception of care and boosts customer satisfaction.