ENTREPRENEURIAL MARKETING AND HOSPITALITY BUSINESS SUSTAINABILITY IN POST COVID-19, AKWA IBOM STATE, NIGERIA

Abstract

The main objective of this study was to investigate the relationship between entrepreneurial marketing and hospitality business sustainability in post COVID-19 Akwa Ibom State, Nigeria. It was hypothesized that entrepreneurial marketing has no significant effect on hospitality business sustainability in post COVID-19 Akwa Ibom State.A survey research design was adopted in the study. The population of the study was 1,880 while the sample size was 330 determined through Taro Yamane formula. The questionnaire was the main instrument used in data collection. The instrument recorded 78% response rate. Data analysis was done with multiple regressions. Findings of the study showed that entrepreneurial orientation (Beta =3.138, t=3.017, p<0.05) had the greatest influence on hospitality business sustainability in post COVID-19 Akwa Ibom State; customer orientation (Beta 1.003, t=2.143, p<0.05) was second and innovation orientation (Beta =1.064, t=2.011, p<0.05) came third. It was concluded that entrepreneurial marketing had a significant influence on hospitality business sustainability, hence, can predict hospitality business sustainability in post COVID-19 Akwa Ibom State. It was recommended that hospitality firms in Akwa Ibom State (AKS) should  improve upon   their customer orientation through  interacting more with them; work upon  their entrepreneurial orientation through taking  calculated risks  and  work towards improving their innovative orientation through continuous innovation so as to bring newness to their business and customers that will facilitate continued operations and sustainability.