ENTREPRENEURIAL MARKETING AND BUSINESS PERFORMANCE OF LUXURY HOTELS IN RIVERS STATE.

Abstract

The study examine the relationship between entrepreneurial marketing and business performance of Luxury hotels in Rivers State.     Three objectives, research questions and hypotheses were tested in the study. The study was anchored on the Resourced-Based View Theory.  The study adopted the cross sectional survey research design. The population of study consists of 70 luxury luxury hotels in Rivers State. Sample was the entire population, hence making it a census. The respondents comprised of 245 Owners, Managers and Supervisors of luxury luxury hotels in Rivers State. Multiple regressions analysis was used to test the hypothesis.  The results suggest that entrepreneurial marketing variables such as opportunity focus, value creation and resource leveraging significantly correlated with business performance of Luxury hotels in Rivers State. The study concluded that entrepreneurial marketing has a significant relationship on business performance of Luxury hotels in Rivers State. The study thus recommended amongst others that; hotel owners and managers should also be able to discover unsatisfied needs and capture new opportunities in order to have better business performance.