Effect of Entrepreneurial Pro-Activeness on Business Sustainability of Some Selected Medium-Sized Hotels in Ilorin Metropolis, Nigeria

Main Article Content

Bello Ahmed Nurudeen
Sogunro Elijah Olusoji
Adeniyi Mubo


Entrepreneurial marketing dimensions are elements that most medium-sized have not leveraged particularly in the hospitality industry and specifically medium-sized hotel businesses in Ilorin to boost their performance. Ilorin is one of the major cities in Kwara State, Nigeria. However, the study objective is to investigate the effect of pro-activeness of services on the sustainability of 3stars hotel businesses in the Ilorin metropolis. The methodology employed is a descriptive survey research study that is cross-sectional. The study uses a population of 290 and a sample of 168 using a simple random sampling technique. The study also used primary sources of data to elicit information from respondents deploying a five-point Likert scale. It analyses data gathered using descriptive and inferential statistics with the aid of SPSS 22.0. Findings revealed that pro-activeness of service has no significant effect on the sustainability of the 3-star hotel business in Ilorin with results indicating a P value of (0.540). It is concluded that the pro-activeness of service on sustainability has no significant effect on the performance of medium-sized hotel businesses in Ilorin. It is recommended that 5-star hotels in Ilorin should focus on advocating measures to enhance pro-activeness of service as an early response mechanism.

Keywords: Entrepreneurial Marketing, Pro-Activeness, Sustainability, Performance, Hotels

Article Details

Effect of Entrepreneurial Pro-Activeness on Business Sustainability of Some Selected Medium-Sized Hotels in Ilorin Metropolis, Nigeria. (2024). African Journal of Management and Business Research, 15(1), 116-132. https://doi.org/10.62154/qa1zr059

Copyright (c) 2024 Bello Ahmed Nurudeen, Sogunro Elijah Olusoji, Adeniyi Mubo (Author)

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This work is licensed under a Creative Commons Attribution 4.0 International License.

Bello Ahmed Nurudeen, Kwara State University, Malete, Nigeria.

Department of Business and Entrepreneurship,

Faculty of Management and Social Sciences,

Kwara State University, Malete, Nigeria.

Sogunro Elijah Olusoji, Kwara State University, Malete, Nigeria.

Department of Business and Entrepreneurship,

Faculty of Management and Social Sciences,

Kwara State University, Malete, Nigeria.

Adeniyi Mubo, Kwara State University, Malete, Nigeria.

Department of Business and Entrepreneurship,

Faculty of Management and Social Sciences,

Kwara State University, Malete, Nigeria.

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