The mobile app frontier in the hotel sector

App-solutely essential?

Resumo

This study aims to investigate the benefits, challenges, opportunities, and risks of mobile app technology in the hotel sector. Data was collected from 12 managers of 5-star hotels operating in Turkey through interview. The collected data was analysed to explore the benefits, challenges, opportunities, and potential risks associated with mobile app technology. In this study, a kappa analysis was performed by two experts in the field who coded the interview data. The resulting value was 0.77, indicating a high level of agreement among the findings. The study revealed various opportunities such as personalized customer experiences, improved efficiency, and enhanced communication through mobile apps in hotels. However, it also identified challenges like technical issues, concerns about data security, obstacles to adoption, and staff adaptation. Furthermore, potential risks such as reduced traditional interactions and technological glitches underscore the need for careful consideration. This research delves into the complex landscape of mobile application technology within the hotel sector, uncovering its potential for transformation, navigating challenges, and highlighting key opportunities while addressing associated risks meticulously.