TECHNOLOGICAL ORIENTATION AND ORGANIZATIONAL PERFORMANCE OF STAR RATED HOTELS IN KENYA

Abstract

This study examined the relationship between technological orientation and organizational performance in star-rated hotels in Kenya. As the global hospitality industry increasingly embraces technology to enhance operational efficiency and customer experience, understanding how technological orientation influences the performance of hotels is crucial for maintaining competitiveness in the rapidly evolving market. Despite the growing role of technology in the hotel sector, there is limited research on its specific impact in the Kenyan context. Primary data was collected from hotel managers, focusing on technological orientation, which includes aspects such as technology adoption, innovation capacity, and the integration of digital tools into operations. The study explores how these technological factors influence the organizational performance of star-rated hotels in Kenya. The findings reveal a positive and significant relationship between technological orientation and hotel performance, with technology adoption improving operational efficiency, customer satisfaction, and profitability. Hotels that actively invest in innovative technologies and integrate them into their strategic operations perform better compared to those that lag in digital transformation. Based on these findings, the study recommends that hotel managers prioritize technological advancements, invest in employee training for tech utilization, and develop strategies for leveraging technology to enhance service delivery. Policymakers are also encouraged to support the adoption of technology in the hospitality sector by fostering a favorable environment for technological investment and innovation. This research provides valuable insights into the critical role of technological orientation in enhancing the organizational performance of star-rated hotels in Kenya, contributing to the sector's growth and sustainability.