Digital Technology – Enabled Personalized Guest Experiences and Satisfaction in Medium – Scale Accommodation Establishments in Cebu City
DOI:
https://doi.org/10.5281/zenodo.20388986Keywords:
digital technology, personalized guest experience, guest satisfaction, service efficiency, data privacy and trust, medium-scale accommodationAbstract
This study examined digital technology-enabled personalized guest experiences and their relationship with overall guest satisfaction in medium-scale accommodation establishments in Cebu City. Using a quantitative descriptive-correlational research design, the study involved 180 hotel guests selected through convenience sampling from five medium-scale accommodation establishments. Data were collected through a validated structured questionnaire and analyzed using frequency, percentage, weighted mean, and Pearson product-moment correlation coefficient. Results showed that guest perception of digital technology-enabled personalized experiences was rated strongly agree (M = 3.64), with digital technology usability receiving the highest mean (M = 3.69) and personalization of guest experience receiving the lowest mean (M = 3.59). Overall guest satisfaction was rated very satisfied (M = 3.62), with service efficiency obtaining the highest mean (M = 3.63) and personalized services obtaining the lowest mean (M = 3.60). Pearson correlation analysis revealed statistically significant positive relationships between overall guest satisfaction and personalization of guest experience (r = 0.41928), digital technology usability (r = 0.28614), technology-enhanced service efficiency (r = 0.35541), and data privacy and trust (r = 0.48343), all at p < 0.05. The study concluded that digital technologies enhance guest satisfaction when they are usable, efficient, personalized, and trusted. The findings imply that medium-scale accommodation establishments should strengthen personalization systems, maintain user-friendly platforms, and reinforce data privacy and trust mechanisms to improve guest experiences.
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