VIRTUAL REALITY AND PATRONAGE OF HOSPITALITY SECTOR IN PORT HARCOURT
DIKE, LAWRENCE BEKWELE & ANTHONY CHUKS NWADOR
Department of Marketing,
Ignatius Ajuru University of Education, Rumuolumeni Port Harcourt
ABSTRACT
This study investigated Virtual Reality and Patronage of Hospitality Sector in Port Harcourt. One Hundred and Forty manager staff of hospitality sector staff in Port Harcourt were studied. Out of the 140 questionnaires distributed, 120 copies representing 91% were duly completed and returned upon which the analysis as done. The four research questions were answered using mean and standard deviation, while the four hypotheses were tested using the Pearson Product Correlation Coefficient (PPMC). The reliability testing was done using SPSS version 23 Crumbach Alpha at .95>.71 indicating that the instrument were highly reliable. The 40 items questionnaire instrument was validated by a senior lecturer in the department of Marketing, Ignatius Ajuru University of Education. The findings showed that Hypothesis one p-value of .671>.05 which implies that virtual reality has no influence on hospitality patronage in Port Harcourt hypothesis 2 p-value of .041<.05 which implies that Customer virtual experience affect purchase intention of hospitality patronage in Port Harcourt. Hypothesis 3 p-value of .447>.05 which implies that customer virtual presence does not affect service quality of hospital patronage in Port Harcourt. Hypothesis 4 p-value of .012<.05 implying that there is customer virtual perception influences repeat purchase of hospital patronage in Port Harcourt. The study recommended that Since virtual reality has no influence on hospitality patronage in Port Harcourt, practitioners should lay more emphasy and effort in ensuring greater awareness of the new technology. Customer virtual experience affect purchase intention of hospitality patronage in Port Harcourt, the management of hospitality homes should therefore invest in virtual reality as it will influence purchase intention of customers. Customer virtual presence does not affect service quality of hospital patronage in Port Harcourt, management of hospitality homes should engender more presence of virtual presence. Customer virtual perception influences repeat purchase of hospital patronage in Port Harcourt, virtual perception should therefore be made attractive to tourists and for hospitality patronage in Port Harcourt.
Key Words: Virtual Reality, Patronage, Hospitality Sector, Port Harcourt
