EFFECTS OF PUBLIC PERCEPTION ON HOTEL ORGANISATION IN BAUCHI METROPOLIS

Abstract

This mixed-methods study examines public perception of hotels in Bauchi Metropolis and its influence on reputation and patronage. Using structured questionnaires (n = 105) 40 hotel guests, 65 local residents) and in-depth interviews with hotel managers, staff, and community stakeholders, the research combined descriptive statistics and thematic analysis to capture both numerical trends and contextual insights. Findings show a moderately positive overall perception: respondents rated service quality (mean = 3.05, SD = 1.12) and cleanliness (mean = 3.15, SD = 1.05) as adequate, while pricing was perceived as unfair (mean = 2.65, SD = 1.15). Location and accessibility emerged as the strongest determinants of choice (mean = 3.70, SD = 0.98), followed by customer service and online reviews. Importantly, negative online feedback strongly discouraged patronage (mean = 3.85, SD = 1.02), and reputation correlated with willingness to recommend (mean = 3.82, SD = 0.94). Thematic interview results reinforced the quantitative patterns, highlighting inconsistent service delivery, variable security measures, and pricing–value gaps as drivers of negative perception. The study recommends continuous staff training, enhanced cleanliness and security protocols, transparent and competitive pricing, and active digital reputation management. These measures can strengthen guest satisfaction, increase repeat patronage, and improve the competitive positioning of hotels in Bauchi and comparable urban settings.