Business Management and Entrepreneurship Academic Journal Vol.4, Issue:04; April-2022 ISSN (5345–3327); p –ISSN (9313–4225) Business Management and Entrepreneurship Academic Journal An official Publication of Center for International Research Development Double Blind Peer and Editorial Review International Referred Journal; Globally index Available www.cirdjournal.com/index.php/bmeaj/index: E-mail: journals@cird.online pg. 1 DETERMINANTS OF CONSUMER CHOICE OF HOTELS IN ANAMBRA STATE OF NIGERIA John Chidume Anetoh Ph.D, Emmanuel Chidozie Ndubisi Ph.D, Lawrence Nnamdi Okeke Ph.D, Vitus Chinedu Ogbunuju, Helen Ijeoma Oranye and Solomon Obinna Eboh Department of Marketing, Chukwuemeka Odumegwu Ojukwu University, Igbariam Campus, Anambra, Nigeria. Department of Marketing, Chukwuemeka Odumegwu Ojukwu University, Igbariam Campus, Anambra State, Nigeria. Department of Marketing, Nnamdi Azikiwe University Awka, Anambra State, Nigeria. Department of Marketing, Chukwuemeka Odumegwu Ojukwu University, Igbariam Campus Anambra State, Nigeria. Department of Marketing, Chukwuemeka Odumegwu Ojukwu University, Igbariam Campus Anambra State, Nigeria. General Studies Unit, Chukwuemeka Odumegwu Ojukwu University, Igbariam Campus, Anambra State, Nigeria. Abstract: The study investigated the determinants of consumer choice of hotel in Anambra State of Nigeria. The problem of the study emanated from the intricacy of identifying the crucial factors that influence consumer choice of hotels. The specific objectives of this research aimed to ascertain how security, location, physical facility, rooms quality, electricity, service delivery and accommodation influence consumer choice of hotels in Anambra State using Awka, Onitsha and Nnewi as reference areas. Relevant literature was reviewed. A cross sectional survey research design method was adopted. The population of this was hotel guests while the sample size was 384. A convenience sampling technique was used while primary source of data was used using structured questionnaire. The validation of the research instrument was checked and established using content as well as constructs validity. The study used Cronbach alpha coefficients as well as composite reliability to determine the internal consistency of the measuring instrument. Seven hypotheses formulated to guide the study were tested at 5% level of significance using a Structural Equation Modeling statistical technique. The findings revealed that availability of security had a significant influence on consumer choice of hotel. The findings showed hotel location had a significant influence on consumer choice of hotel. The study discovered that hotel physical facility had a significant influence on consumer choice of hotel. The findings revealed that hotel rooms’ quality had a significant influence on consumer choice of hotel. The findings discovered that electricity had a significant influence on consumer choice of. The findings revealed that quality service delivery had a significant influence on consumer choice of hotel. The study also found that accommodation fee had a significant influence on consumer choice of hotel in Anambra. Key Words: Determinants, Consumer Choice, Hotels, Anambra State of Nigeria 1. INTRODUCTION Traditionally, facilities offering hospitality to travelers have been a characteristic of earliest civilizations. Hotel focuses on the provision of food and lodgings for guests (Binkowska, 2005). Webster dictionary (2016) defined hotel as the activity of providing food, drinks and so on for guests or customer. It is the provision of food or accommodation away from home (Binkowska, 2005). Al Saleem and Al-Juboori (2013) defined it as an inn prepared according to law in which a guest can find appropriate accommodation, food and service. The recent developments in hotel sector appear to have