IMPACT OF SOCIO-CULTURAL ENVIRONMENT ON THE PERFORMANCE OF HOTELS IN IDAH, KOGI STATE

The study investigated the impact of socio-cultural environment on the performance of hotels in Idah, Kogi State, Nigeria. The objective was to analyze how social networks, attitudes, lifestyle preferences, and cultural values influence customer satisfaction, service delivery, and loyalty. A descriptive survey design was employed, targeting hotel managers, staff, and guests. The sample size consisted of 108 census participants with a response rate of 94.44%. Data was collected through structured questionnaires administered to participants, capturing their perceptions and experiences related to hotel services. The analysis utilized both descriptive and inferential statistics, including Pearson Correlation analysis to test hypotheses regarding the relationships between socio-cultural factors and hotel performance. Findings revealed that social networks significantly enhance customer satisfaction (p < 0.05), with 75% of respondents indicating that community engagement positively influenced their hotel choices. Additionally, social attitudes and lifestyle preferences were found to affect service delivery (p < 0.01), as 68% of participants expressed a preference for culturally aligned services. Cultural values also significantly impacted customer loyalty (p < 0.05), with hotels that incorporated local customs achieving a 30% higher repeat customer rate. In conclusion, the study underscores the necessity for hotels in Idah to adapt their services to align with local socio-cultural dynamics. Recommendations included enhancing community engagement strategies and tailoring service offerings to reflect cultural expectations, thereby improving overall hotel performance and customer satisfaction.