ABSTRACT
The study on pricing strategies of hotels and customers lodging behaviour in Calabar metropolis was aimed at determine the influence of pricing strategies such as Competitors oriented pricing strategy, Value based pricing strategy, Prestige pricing strategy and Dynamic pricing strategy on customers lodging behaviour in Calabar metropolis. The study adopted a survey research design which enabled die administration of a structured questionnaire on 246 hotel customers in Calabar, Cross River state that were drawn using purposive sampling technique. The responses obtained through the questionnaire were subjected to statistical analysis using multiple regression analysis, which in turn revealed that Competitors oriented pricing strategy, Value based pricing strategy, Prestige pricing strategy and Dynamic pricing strategy have an influence on customers lodging behaviour in Calabar metropolis. Based on the above result, it was concluded that pricing strategies have an influence on customers lodging behaviour in Calabar metropolis, and the various pricing strategies such as Competitors oriented pricing, Value based pricing, Prestige pricing and dynamic pricing strategy all influences customers lodging behaviour in Calabar metropolis. Hence, it was recommended that Due to the intense competition within the hotel industry in Calabar metropolis, hotel managers should endeavour to strive to understand competitors pricing techniques in order to imbibe or advance on such strategy to gain competitive advantage.