Digital transformation in the hotel business: a case of five star hotels in Dar es salaam- Tanzania

Abstract

The world is now experiencing the fourth industrial revolution, a period marked by emerging technologies such as artificial intelligence, robotics, virtual reality, the Internet of Things, and fifth-generation wireless technology. This period has significantly transformed our hotel industry and will continue to do so. Recently Covid-19 pandemic has accelerated digital transformation resulting in a widening technology-mediated customer experience. This study assessed the digital transformation in the hotel business with specific objectives to ascertain hotel business situation prior to the digital transformation process, evaluate the digital transformation process; and then recognize hotel business situation after the digital transformation process in the period of Covid19. Semi structured questionnaires for interviews and observations were used to collect primary data. The target population consisted of 50 purposively selected hotel senior staff in Johari Rotana, Ramada Resort and Kilimanjaro Hyatt Regency five star hotels in Dar es Salaam City, Tanzania. Data collected were edited, coded, tabulated and analyzed using NVIVO based on study objectives. Descriptive statistics were computed and study findings presented using tables and percentages and interpretations were made and the report was written. It is recommended that more and quick digital transformation are necessary for the hotel business The hotel business executives must endeavor to use digital technology in their plans and operations of their businesses in order to satisfy customers expectations as well as increase revenue generation