Assessment of the factors influencing consumer choice of accommodation facilities in Kampala Central Division
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The study was carried out to assess the factors influencing consumer choice of accommodation facilities in Kampala Central Division. The objectives of the study were; To assess services and facilities offered to tourists at the hotel, To establish the factors that influence tourist choice of a hotel, To assess the measures put in place to enhance tourist satisfaction with hotel facilities. In a bid to achieve the above objectives primary and secondary data was collected by the researcher and descriptive analysis was carried out. A sample size of 60 respondents was interviewed this included 20 staff at the hotels which were sampled and 40 tourists who were picked through both simple random and purposive sampling techniques. The research findings revealed that for both clients and staff that the most attracting and important factors that would influence consumer‟s choice are quality customer service by staff, safety and security at the hotel and cleanliness of the rooms. This research also revealed that quality of various services and facilities at the hotel play an important role as well. It was recommended in the study that hotels should communicate better with their clients, acquire better marketing techniques and improve some facilities at the hotel. This will enhance satisfaction and build customer loyalty.