Information Communication Technology as a Strategic Resource in Enhancing Business Performance of Small Hotels in Ghana

Abstract

Information communication technology as a business-enhancing strategy to improve business is on the ascendancy. However, a survey in 2016 visualises that 70% of the hotels especially the small hotels across the globe follow the old marketing practices due to poor marketing. Ghana is not exempted from these strategies, as small hotels appears to be operating but in reality, are just adding to hotels number. With a population size of three hundred and sixty-nine, the study seeks to investigate the strategic uses of information communication technology as a resource and its influence on hotel business. The result from respondents indicates that, the strategic use of information technology as a resource by the small size hotels influence performance. Some of the business information communication technology impact is online reservations, communication with guests and improvement in service quality that leads to customer satisfaction. Above all, it offers many options for small hotels in capturing their market space online using information communication technology.

Exploring the Influence of Social Media on Hotel Patronage in Cape Coast: An Empirical Study

“…Simply said, hotels must prioritize quality over number [16,19] and listening to what customers want to hear or discuss could be a wonderful place to start learning more about their target market [15,20]. Other challenges, such as when customers openly voice their dissatisfaction with the company's products or services, make maintaining social media difficult.…”

“…A hotel may be able to recover its brand reputation while also exhibiting its attention to client feedback in this manner. Furthermore, having a prompt answer from a hotel will give guests the sense that they are important to the company and increase customer satisfaction [15,20,19].…”