POBOLJŠANJE ISKUSTVA GOSTIJU KROZ DIGITALNU TEHNOLOGIJU U UGOSTITELJSTVU
Sažetak
Ova studija istražuje uticaj digitalne tehnologije na iskustva gostiju u hotelima visoke kategorije u Srbiji, sprovedena od septembra do oktobra 2024. Korišćen je strukturirani upitnik, distribuiran preko QR kodova kako bi se obezbedila pogodnost, što je rezultiralo sa 223 analizirana validna unosa. Ključni nalazi pokazuju da oko 78% ispitanika pozitivno percipira digitalne usluge, pri čemu je prijavljivanje/odjavljivanje putem mobilnog telefona identifikovano kao najcenjenija karakteristika. Nivoi zadovoljstva značajno su varirali u zavisnosti od starosti, obrazovanja i statusa zaposlenja, što otkriva da mlađi i obrazovaniji gosti više cene digitalnu ponudu. Istraživanje doprinosi razumevanju kako hoteli mogu da prilagode svoje digitalne usluge kako bi povećali zadovoljstvo i lojalnost gostiju, naglašavajući neophodnost uravnoteženog pristupa koji će zadovoljiti različite preferencije gostiju na sve konkurentnijem ugostiteljskom tržištu.
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