Given Kwara’s classification as a densely populated city in Nigeria, the hospitality industry has attempted to capitalize on this demographic advantage but continues to face sustainability challenges. Despite this, many small and medium enterprises (SMEs), particularly medium-sized hotel businesses, have yet to fully exploit entrepreneurial marketing strategies. The relationship between performance and sustainability is critical for successful business operations. This research aimed to examine the impact of proactiveness as a marketing dimension on the sustainability of three-star hotels in Kwara State, Nigeria. Specifically, the study sought to determine how proactiveness influences the long-term viability of these hotels. A cross-sectional survey approach was adopted, targeting a population of 290 registered medium-sized hotels in Kwara, with 168 hotels selected through simple random sampling. Data collection was conducted using a five-point Likert scale, and the results were analyzed through inferential statistical methods utilizing SPSS 22.0. The analysis indicated that proactiveness in service delivery had no statistically significant effect on the sustainability of the three-star hotels, with a p-value of 0.540. The study concluded that proactiveness as a marketing strategy does not have a substantial impact on the performance of medium-sized hotels in Kwara State. Consequently, it is recommended that these hotels should not emphasize proactiveness as a primary marketing approach for enhancing business sustainability.

Keywords: Entrepreneurial marketing, pro-activeness, business sustainability