ENTREPRENEURIAL VALUE CREATION AND MARKETING SUCCESS OF LUXURY HOTELS IN PORT HARCOURT

Abstract

This study investigated the relationship between Entrepreneurial Value Creation and Marketing Success of Luxury Hotels in Port Harcourt, Rivers State, Nigeria. Entrepreneurial value creation was operationalized through innovative value and customer value, while marketing success was measured by sales growth and market share growth. The research was anchored on the Resource-Based View (RBV). A descriptive survey research design was employed, and data were collected using structured questionnaire administered to managers and staff of luxury hotels in Port Harcourt. Out of 90 copies of questionnaire distributed, 87 were retrieved, and 84 were found valid for analysis. Data were analyzed using descriptive statistics and Pearson Product Moment Correlation at a 0.05 level of significance. Findings revealed that innovative value significantly relate with sales growth and market share growth. Similarly, customer value significantly impacts sales growth and, to a lesser degree, market share growth, suggesting that delivering superior experiences, personalized services, and value-for-money enhances patronage and repeat business. The study concluded that entrepreneurial value creation is a critical driver of marketing success in luxury hotels. It recommended that managers prioritize continuous innovation, customer-centered service delivery, staff training, and digital marketing strategies to sustain competitiveness.