Tech Infused Tranquility: Decoding Digital Shifts in Resort Hospitality
DOI:
https://doi.org/10.67167/vertex.633Keywords:
digital transformation, resort operations, guest satisfaction, digital readiness, hospitalityAbstract
This study assessed the level of digital transformation readiness among Department of Tourism (DOT)-accredited resort hotels in Surigao del Sur and its influence on guest satisfaction. The study involved resort owners/managers, employees, and guests, examining resort profiles and digital transformation readiness in terms of technological, organizational, external environmental, customer-related, economic, operational, and security and privacy factors. The research utilized a descriptive-correlational design, employing survey questionnaires to gather data on digital readiness, guest satisfaction, and challenges encountered in resort operations. The findings reveal that resort hotels are generally extremely ready for digital transformation, with security and privacy as the highest-rated factor and external environment as the lowest, though still rated extremely ready. Guest satisfaction with digital transformation is also extremely high, particularly in booking and reservation systems. However, regression analysis shows that digital transformation variables do not have a significant influence on guest satisfaction, indicating that satisfaction is driven more by service quality and human interaction rather than technology alone. Significant relationships were observed between selected resort profile variables—particularly occupancy rate, guest arrival, and years in operation—and digital transformation readiness, while most demographic variables showed no significant relationship. There is no significant difference in perceived readiness between guests and employees; however, a significant difference exists in the challenges encountered, with guests perceiving moderate challenges and employees perceiving minor challenges.
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