SERVICE POSITIONING STRATEGIES AND COMPETITIVE ADVANTAGE OF HOTELS IN ASABA DELTA STATE

Abstract

The association between Asaba Hotels' competitive advantage and its service positioning strategies was investigated in this study. A structured questionnaire was used to collect data from the 90 respondents who were purposively sampled for the study. Using Pearson’s Correlation, the data was examined and the hypotheses were tested. The results showed a strong and positive association between the study’s variables. Thus, the researchers conclude that; there is a positive and strong relationship between service positioning strategies and the competitive advantage of hotels in Asaba. Derived from the study’s conclusion, the researchers recommended that; hotels in Asaba should consider service positioning as an important strategy to improve competitive advantage and also focus on cost leadership and differentiation to create a distinctive market position that leverages local strengths and meets the evolving expectations of travelers, ultimately leading to a sustainable competitive advantage.