THE ROLE OF TECHNOLOGY ADOPTION IN THE IMPROVEMENT OF GUEST EXPERIENCE IN SELECTED FOUR STAR RATED HOTELS IN KAMPALA METROPOLITAN

ABSTRACT

The study investigated the role of technology adoption in the improvement of guest experience in selected four star rated hotels in Kampala Metropolitan. The objectives were to investigate the impact of technology adoption on selected four star rated hotels in Kampala Metropolitan, to investigate the factors influencing guest experience in selected four star rated hotels in Kampala Metropolitan and to examine the relationship between technology adoption and guest experience in selected four star rated hotels in Kampala Metropolitan.

The study used a cross-sectional design and a quantitative approach. The data was collected using closed-ended questionnaire from 132 daily guests, however only 97 provided information to the study.

Selected four star rated hotels have invested in some technologies such as Smart TVs and digital water temperature. Technology adoption has positively impacted four-star hotels in Kampala by streamlining check-in/check-out, enabling easy service requests, enhancing comfort with automated controls, and ensuring secure contactless payments. The results show that friendly and professional staff, clean rooms, a good location, and a pleasant design are important for a positive guest experience in four-star hotels.

Therefore, there is a strong positive relationship between technology adoption and guest experience in selected four star rated hotels Pearson correlation coefficient r= 0.686.

The study concluded that four star rated hotels have invested in technology adoption that customers were highly satisfied with. Thus, an increase in the level of technology leads to an improvement in guest satisfaction in hotels. The researcher recommends that management of hotels should upgrade systems in conjunction with the changing needs of the customers.

CHAPTER ONE

INTRODUCTION

1.0. Introduction

This chapter presented the background of the study, statement of the problem, objectives of the study, research questions, purpose of the study, the significance of the study, and the scope of the study.

1.1 Background of the study

Guest experience is about how guests feel during their stay at a hotel (Devaraj, 2019). This experience covers both what guests see and touch, like the cleanliness of the room and the comfort of the bed, and how they are treated, such as the friendliness of the staff and the speed of service. A good guest experience is very important for hotels (Keng, 2022). When guests are happy with their stay, they are more likely to return, leave positive reviews, and tell others about the hotel. If a guest is greeted warmly at the front desk, finds their room clean and comfortable, and checks out smoothly, they will likely remember the hotel fondly. On the other hand, if the service is poor or the room is dirty, guests may leave unhappy and avoid the hotel in the future (Kumar, 2019). In today’s competitive market, hotels try hard to make sure guests have a great experience. They do this by offering personalized services, using modern technology, and training staff to provide excellent customer care. In the end, guest experience is about making sure guests feel welcome, satisfied, and valued, so they want to come back and recommend the hotel to others (Pickton, 2020).

According to Oluoch (2022), improving guest experience has many benefits for hotels, such as making guests more loyal, encouraging positive reviews, and increasing profits. When guests enjoy their stay, they are more likely to come back, which helps the hotel build strong, longlasting relationships with customers (Kumar, 2019). Happy guests often share their experiences with others, either by telling friends or leaving good online reviews, which attract new customers and increase the hotel’s reputation (Keng, 2022). In addition, hotels that focus on giving guests a great experience often charge higher prices because people are willing to pay more for a stay that they find enjoyable (Pickton, 2020). In this way, improving guest experience makes guests happy and also helps the hotel succeed financially.

Several factors affect guest experience in hotels, for example, the quality of service and friendly and helpful staff make a big difference in how guests feel about their stay (Kumar, 2019). Also, the cleanliness and comfort of the rooms is important because guests expect a clean and comfortable environment to relax in (Zhang, 2019). The availability of modern amenities such as fast Wi-Fi and easy check-in/check-out processes impact how enjoyable the stay is (Devaraj, 2019). Similarly, how quickly and efficiently issues are resolved also affects guest experience; prompt and effective handling of problems improves the overall experience (Keng, 2022).

For the purpose of this study, the focus will be on technology adoption as a factor influencing guest experience. Technology adoption in hotels refers to the implementation and use of advanced tools, systems, and methods to improve service delivery, operational efficiency, and guest satisfaction (Carson, 2019). This includes innovations such as automated check-in systems, smart room controls, digital concierge services, and improved in-room entertainment options (Amy, 2021). Smart room controls allow guests to adjust lighting and temperature easily which make their stay more comfortable (Amy, 2021). Digital check-in and check-out processes speed up these steps, reducing wait times and making the guest experience smoother (Alshurideh & Alkurdi, 2021). Technology adoption involves the implementation of advanced tools, methods, and techniques to improve operational efficiency and guest services. Technology adoption is the making, modification, usage, and knowledge of tools, machines, techniques, crafts, systems, and methods of organization to clean and furnish in-rooms (Carson, 2019).

The ability for guests to control room settings via smart devices or access a wide array of entertainment options on demand increase their stay and contributes to a good experience (Pickton, 2020). However, little research has been documented on the relationship between technology adoption and guest experience in hotels in Uganda. Thus, this current study attempted to close this gap by investigating the role of technology adoption on guest experience in selected four star rated hotels in Kampala Metropolitan.

1.2. Problem statement

The hospitality industry has seen a rise in technology adoption as hotels strive to meet the evolving expectations of tech-savvy guests (Accenture, 2021). Modern technology, such as digital check-ins, smart room controls, and mobile apps, is designed to improve guest experience by providing convenience and personalization (Alshurideh & Alkurdi, 2021). However, many four-star-rated hotels in the area have struggled to fully integrate these technologies, leading to low guest satisfaction (Carson, 2019).

Despite the availability of advanced technological solutions, the adoption rate among hotels remains inconsistent, and some establishments continue to rely on outdated systems that fail to meet current guest expectations (Chen, 2018). The lack of effective technology implementation reduces guest experiences (Kalunmba, 2018). In light of these challenges, limited research focuses on how technology adoption impacts guest experience within four-star-rated hotels in Kampala Metropolitan. It was upon this background that this study investigated the role of technology adoption on guest experience in selected four-star-rated hotels.

1.3. Purpose of the study

To investigate the role of technology adoption in the improvement of guest experience in selected four star rated hotels in Kampala Metropolitan.

1.4. Objectives

The following objectives guided the study;

(i). To investigate the impact of technology adoption on selected four star rated hotels in Kampala Metropolitan.

(ii). To investigate the factors influencing guest experience in selected four star rated hotels in Kampala Metropolitan.

(iii). To examine the relationship between technology adoption and guest experience in selected four star rated hotels in Kampala Metropolitan.

1.5. Research questions

(i). What is the impact of technology adoption on selected four star rated hotels in Kampala Metropolitan?

(ii). What factors influence guest experience in selected four star rated hotels in Kampala Metropolitan?

(iii). What is the relationship between technology adoption and guest experience in selected four star rated hotels in Kampala Metropolitan?

1.6 Scope of the study

This covered the content, geographical and time scope:

1.6.1 Content scope

The study investigated the role of technology adoption on guest experience in selected four star rated hotels in Kampala Metropolitan. Specific emphasis was put on determining the impact of technology adoption on, the factors influencing guest experience and the relationship between technology adoption and guest experience.

1.6.2 Geographical scope

The study as carried out in selected four star rated hotels in Kampala Metropolitan. The area was chosen due to its easier accessibility by the researcher

1.6.3 Time scope

The study as carried out with in a period of four months starting from May to September, 2024 and considered a literature review from 2018 to 2024.

1.7. Significance of the study

It is expected that the study will guide the Management of Hotels, on how to increase guest experience using technology adoption.

To the policymakers, the study will also help to bring out key information that can be used to guide prospective investors to venture into the hotel industry thus helping the government to earn revenue from taxes.

To future researchers, the findings of the study can be used as future references for other scholars doing studies in related areas of research.

The study will also help the researcher to attain his bachelor’s degree in hotel and institutional catering.