Leveraging Digital Tools in Enhancing Guests’ Experiences and Personalisation in Tourism and Hospitality Organisations in Southwest, Nigeria
DOI:
https://doi.org/10.60782/sr88cy38Keywords:
personalisation, hospitality, Digital tools, Guests’ experiences, Introduction, Leveraging, TourismAbstract
Digital tools are a wide range of software applications designed to broaden the abilities of
humans across several areas of business operations. Hence, digital tools are software instruments that
facilitate the execution of specific tasks, thereby expanding the reach of human and operational
efficiency. The study focused on the different categories of digital tools used by guests in tourism
and hospitality establishments, how digital tools enhance guests’ experiences in tourism and
hospitality establishments, the overall benefits of digital tools in the tourism and hospitality
establishments and approaches on how tourism and hospitality establishments can leverage digital tools.
The researchers adopted a purposive sampling technique for which a total number of two hundred
and seventy-three (273) questionnaires were administered to guests at different tourism and hospitality establishments in the Osogbo community, of which only two hundred and twenty - seven (227) questionnaires were recovered, representing eighty
three percent (83%) return rate. The data obtained were presented and analysed using descriptive
statistics following the path of frequency counts. Additionally, simple linear regression analysis was used in the test of the hypothesis. Findings revealed that since the P-value (0.000) < 0.005, hence, leveraging digital tools significantly enhances guests’ experiences and personalisation in the tourism and hospitality organisations. The study concluded that the capability of tourism and
hospitality organisations to leverage digital tools would help to maintain a good level of profitability, improve operational efficiency and ultimately enhance guests’ experiences and personalisation. The researchers recommended that the management
of tourism and hospitality organisations in Osogbo should duly leverage the full integration of digital tools in their operations.
