Consumers Preference for Hotel Amenities and Willingness to Pay in Lagos

Abstract

The paper investigated user demand and pricing determinants ofhotel facilities in Lagos. The main objective was to develop a model of these perceptions that will serve as a tool or framework for prospective investors and management staff of related investments. Using information obtained from personal interviews and structured questionnaires served on users of selected hotels in Lagos Island (Ikoyi, Victoria Island and Lekki), Hedonic Model was developed with the aid of certain identified attributes. The findings revealed that security and safety attributes, location attributes, recreation and entertainment (including food and beverages), hospitality and basic attributes are some of the significant factors affecting demand and pricing of hotel in the study area. It is recommended that investors and managers should take into consideration attributes ofhotels in line with customers' value hierarchy when making investment decisions to realize optimum sustainability; and that hoteliers need to ensure that the qualities of these hotel attributes are maintained at an acceptable level by constantly reviewing customers' feedback.

Keywords: Hedonic pricing; Hotels; Lagos Island; Pricing; Users demand.