The hotel industry in Equatorial Guinea operates in a highly competitive environment where understanding the key determinants of consumer choice is critical to success. The purpose of this paper is to examine the factors influencing consumer choice in the hotel industry in Equatorial Guinea. The study was qualitative and used an exploratory research design that used online interviews to collect data from 100 hotel customers and guests in Equatorial Guinea. Using NVivo 12 software, data were analyzed using recurring themes. Consumer decisions are shaped by a number of factors, including price, location, brand reputation, online reviews, amenities, sustainability efforts and customer service. This article examines these elements and their interplay in influencing consumer behavior in the context of the hotel industry. Drawing on various academic studies and industry data, this paper provides a comprehensive analysis of these factors and offers insights for hoteliers looking to optimize their offerings and increase customer satisfaction. The article concludes with a discussion of strategic recommendations for hotel operators to better align their services with consumer expectations.
Cite this paper
Bela, P. J. N. (2024). Factors Affecting Consumer Choice in the Hotel Industry: A Case of Equatorial Guinea. Open Access Library Journal, 11, e2541. doi: http://dx.doi.org/10.4236/oalib.1112541.
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