A Study of The Communication Strategies and Patronage of Hotels in the Ablekuma West Municipal District of Accra

Abstract

Effective communication strategies play a crucial role in attracting and retaining customers in the hospitality industry. This study examines the communication strategies employed by hotels in the Ablekuma West Municipal District of Accra and their impact on customer patronage and satisfaction. Grounded in the Social Exchange Theory, Integrated Marketing Communication, and Customer Patronage Theory. The study adopts a quantitative research method with a sample size of 120 respondents drawn from hotel patrons and management staff. The findings show that digital communication strategies, particularly social media engagement, word-of-mouth referrals, and website updates, are the most commonly used and effective tools for customer attraction and retention. Traditional methods such as flyers and brochures are becoming less relevant, while personalized messaging contributes significantly to customer satisfaction. Additionally, the study establishes a strong relationship between communication strategies and customer satisfaction, with digital platforms playing a key role in influencing consumer perceptions. Based on these findings, the study recommends that hotels prioritize digital communication tools and invest in customer relationship management (CRM) systems to enhance customer engagement. Policymakers in the hospitality industry should develop guidelines and training programs to equip hotel staff with digital marketing skills and introduce financial incentives for hotels adopting advanced communication technologies. Future research should explore variations in communication strategies across different localities and demographics to refine marketing approaches within the hospitality sector.