Abstract

This study examined the effect of entrepreneurial orientation on the growth of hospitality businesses in the South-South region of Nigeria. Specifically, it investigated the influence of innovativeness, competitive aggressiveness, calculated risk taking, and proactiveness on business growth. A survey research design was adopted, combining quantitative and qualitative approaches. The population comprised 23,373 registered hotels and restaurants, from which a sample size of 393 was determined using the Taro Yamane formula. A total of 372 valid questionnaires were analyzed, representing a 94.66% response rate. Additionally, six Focus Group Discussions involving 54 owners and senior managers were conducted. Data were collected using structured questionnaires based on a five-point Likert scale and analyzed using descriptive statistics and simple linear regression. SPSS was employed to test four hypotheses at a 0.05 significance level. The results revealed that innovativeness (R = 0.768), competitive aggressiveness (R = 0.741), calculated risk taking (R = 0.783), and proactiveness (R = 0.812) all have significant positive effects on hospitality business growth. Proactiveness emerged as the strongest predictor. Qualitative findings further validated the quantitative results. The study concludes that entrepreneurial orientation significantly drives growth, competitiveness, and sustainability in the hospitality sector. It recommends strategic innovation, proactive market engagement, and structured risk management to enhance performance.